The Ultimate Copywriting Class - Write Copy That Sells 2021 | Joshua George | Skillshare

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The Ultimate Copywriting Class - Write Copy That Sells 2021

teacher avatar Joshua George, Digital Marketing Expert

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

29 Lessons (3h 11m)
    • 1. The Ultimate Copywriting - Class Overview

      2:10
    • 2. What Is Copywriting

      2:18
    • 3. What We're Going To Cover In This Section

      0:54
    • 4. What Are Power Words & How To Use Them

      7:11
    • 5. How To Master WIIFM (What's In It For Me)

      13:06
    • 6. Focus on Benefits, Not Features

      10:33
    • 7. The AIDA Formula - Structure Your Copy Like A Pro

      7:10
    • 8. How To Write Powerful CTAs That Convert

      8:46
    • 9. What We're Going To Cover In This Section

      0:53
    • 10. How Headlines Differ

      9:12
    • 11. The Secret To Writing Headlines That Demand Attention

      16:01
    • 12. Headline Generator Tools To Make Your Life Easier (Free)

      3:47
    • 13. Headlines For YouTube Videos

      8:04
    • 14. What We're Going To Cover In This Section

      1:17
    • 15. The Secret To Keeping Your Reader On The Page

      6:47
    • 16. How To Make Your Reader Feel Involved In Your Copy

      8:10
    • 17. Messaging Hierachy - Structure Your Copy Like A Pro

      8:24
    • 18. How To Write Conversational Copy

      5:16
    • 19. What We're Going To Cover In This Section

      1:05
    • 20. Crystalize Your Objective

      3:41
    • 21. Creating Effective Email Subject Lines

      6:27
    • 22. Creating Your Email Body

      10:50
    • 23. What We're Going To Cover In This Section

      1:07
    • 24. Intro To Copywriting For Social Media

      2:07
    • 25. Understand The Differences Between Platforms

      7:42
    • 26. Profile Copy - Best Practices

      9:47
    • 27. Copywriting For Facebook/ Twitter

      14:05
    • 28. Copywriting For LinkedIn

      12:05
    • 29. Conclusion.. goodbye for now

      1:50
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About This Class

Stop wasting time following so called “Copywriters” that do not practice what they preach.

Learn Copywriting for the UKs Award Winning Digital Marketing Agency Owner, Joshua George!

Get expert tips from real world examples and gain a competitive advantage!

Whether you have your own business, you work for a company, or want to get a job as a copywriter, this class covers everything you need to know!

What you’ll learn by taking this Copywriting class

  • Learn how to leverage “Power words” and Instantly generate more website clicks
  • Learn how to arrange your copy so your readers are glued to the page
  • Learn how to structure your copy to generate an influx of conversions (e.g purchases, sign ups etc)
  • Learn the secrets to writing Irresistible headlines that demand peoples attention
  • Get access to 2 FREE headline generator tools
  • Learn how to make your copy sound more conversational and not like a sales script!
  • Learn how to writer dynamite copy for your website and Increase your revenue
  • Learn how to write better social media posts that generate more engagement and followers
  • Learn how to write platform specific copy for social media sites like Facebook, Twitter & LinkedIn

Literally everything you need to know about copywriting, all in once place :)

All the strategies I teach follow repeatable formulas and timeless sales psychology tactics.

Meet Your Teacher

Teacher Profile Image

Joshua George

Digital Marketing Expert

Teacher

Joshua is the founder of ClickSlice, an extremely successful digital marketing agency based in London.

Joshua originally got involved with SEO as an end result of selling on eBay.  He loved selling on eBay but hated paying the eBay commission fees (also known as final value fees). Instead of paying eBay every time he wanted to list an item he decided to make his own website where he could list as many items as he wanted without paying any insertions fees.

After building the website he noticed his site was nowhere to be found in Google and no one was buying his products.

As you do, he started to Google things like “how to get my website higher in Google” and stumbled across SEO in 2013.

Josh remembers this day like it was yesterday and says wh... See full profile

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Transcripts

1. The Ultimate Copywriting - Class Overview: Hello, and welcome to the ultimate copywriting course, where I'll be showing you how you can use words to persuade people and generate more revenue for your business. My name is Joshua George. I own and run the award winning digital marketing agency in the UK called click Slice, where every single day that agency, we are writing persuasive copy for all of our clients who operate in multiple industries, all of our clients January over six figures in revenue every single year. So it's safe to say, we know a thing or two, when it comes to copyright in, it doesn't matter what industry you are businesses in. If you're a business owner, if you're a freelancer, or even if you'd like to get a promotion at your current job, then this course is the perfect fit for you as everything I teach is based on universal structures and universal formulas. When you write to persuade, you are way more likely to achieve your goals and increase your profits. Everything you're going to learn in this course is scientific proven techniques that some of the best copywriters in the weld use. Inside the course, you will learn the basics of copyrighting and why it works so well. I'll go through the most effective and powerful copywriting techniques you can use. And then I'll be showing you how you can apply those techniques to create compelling headlines which are going to grab people's attention. I'll also be showing you how you can write the perfect quarter actions. How you can write copy for websites, how you can write copy for cold email campaigns, and even how to write persuasive copy for social media posts to this course contained literally everything you need to know to take you from 0 to hero. There are a few industries which can't be lost to automation and copywriting is one of them. When you choose to learn about copywriting, you are choosing to learn about industry, which is essentially future-proofed. Good copywriters are always in high demand. So what are you waiting for taking the course? And I'll see you inside. 2. What Is Copywriting : What is copywriting? Copywriting is a process of writing, persuasive marketing and promotional materials that motivate people to take some form of action. Those actions being conversions. Conversions can be things like making a purchase, clicking on a link, donate into a course schedule in a consultation. So as the ultimate goal of copyrights in is the increased conversions, copyrighting is literally a marketing tool. The way you frame your words can have a big impact on how people behave. Whether that's for e-mail, website copy a leaflet. The way you frame your words can have a big impact on how your readers behave. And that's super important to understand as if your words can have a big impact, then that could literally be the difference between a client saying yes and a client say no. You can have the best business in the world, but without good copy is like trying to drive a car with no wills. You won't get that far. But when you do get it right, these are skills that can make a poor man rich, bring in millions of dollars to a charity and turn a tiny company into a big company. To understand why, let's take a look at how businesses use to operate. So back in a day and businesses will all have the shop store firms. They would ads and I generate business all over the counter. But then of course, the Internet came along and things changed forever. Nowadays, if you want to run a successful business, you need to be able to write effective copy. Because without having a physical shop, your copy is going to be the only way you're going to get people to pay attention to what you're selling. If you already have a business such as a digital marketing agency, for example, then think about all the different places you would need to write copy to promote your business. That would be on your website, emails, proposals, sales letters, direct mail, content marketing evokes, landing pages, blog post, posters, Google ads, social media, brochures, you name it. There's literally so many places and I'm pretty sure I missed a few as well. The point I'm trying to get across is that copyrighting plays a massive role in literally every business. Once you learn how to arrange words to persuade people, your business on the whole will be a lot more effective. 3. What We're Going To Cover In This Section: Powerful copywriting techniques. In this section, we are going to go through some powerful copywriting techniques. More specifically, we are going to be looking at what we call power words and how you can use them to improve any copy you right? I'll also be showing you how you can master when FIM, which stands for what's in it. For me, this is a really simple but effective strategy that when you implement it, it makes you a copy way more appealing to readers will also be taking a look at how you can structure your copy to focus on the benefits, not the features, and how big of an impact that can have on the reader. And lastly, it will be taking a look at what we call the IRR formula, which is probably one of the most iconic copywriting formulas out there. And we'll literally ally to structure any copy you write like a professional. So without further ado, let's get started. 4. What Are Power Words & How To Use Them: Ever wonder why some websites pump out viral post off the viral post, or why you couldn't resist clicking on a link even though you knew it was a link to a sleazy sales page? Well, the answer is pretty simple is because these brands have smart marketers who use power words. The coal power words as a trigger an emotional response in the reader and get them to take an action. So why are power words effective? Power was crank up your marketing effectiveness into main ways. The first is they evoke emotion. People connect to emotion, not words. Studies show that content in that draws out and emotions such as anxiety, greed, amusement, and so on is more likely to be shared them, those are on emotionally charged. The second reason why powers are so effective is because a trigger curiosity, curiosity may have killed the cat, but it makes a marketer's life so much more easier. Research found curiosity to be one of the most powerful triggers from a post ago viral. Since we have a hard time resisting our curiosity, strategic use of power words make it almost impossible for us not to click, share em read. This is exactly why you'll read a clickbait title. And even though you know is a clickbait title, you can't help but click on it. Satan is BuzzFeed headline for example. It says 14 cringe worthy notes. Teacher sent home to Paul, poor parents. The power words, hair would be cringy and poor. Why? As a word cringy and poor, they both emotion and their combination together triggers curiosity. For example, people are going to be thinking, why are these notes so cringe worthy? If this headline just said 14 funny sibling stories, you probably wouldn't be that interested. But 14 cringe worthy horror stories. I mean, we're all going to be thinking what entertaining surprises does this article contain? So now we know that using power that gives us the ability to pique curiosity, spark anger, and ignite passion. It's good to clarify that these kind of strong emotions are able to drive reactions and decision-making, which in turn can help your business flourish. We already know that persuasive words are emotionally charged, so it makes sense that break them down into different types of emotions that are elected out of each type of copy. So what I'm going to do now is go over to some real-world examples and show you exactly where power words have been used to elicit any type of emotion. And I'll explain exactly why each one works so well. So first up is number one, which is fear and anger words that spoke action. As you are probably already aware and it will be happening to you in the past and emphatic and cooled irrational and split-second decisions. So let's look at how this can be achieved by looking at a real-world example of copy. So here we have an ad from a company called Pasteurella. And the ad says, your business critical IT systems might fail at any minute, reduce the risks with TG. Tg probably being one of the services they offer a solution. But essentially the added directed fair towards failing IT systems and the risks associated with not utilizing the service. There are three different types of power words used in this ad. In total, we have the word critical, we have fell, and we have the word risk with a main goal of fear and anger used to create an emotion and then offer up a solution IEEE VR services. So hopefully you can see just how powerful and in power words can be to make your copy more effective. So let's look at another example. Number two is pique their curiosity. So next, anger and fear. Curiosity is one of the most difficult feelings to ignore. It is actually human nature to explore the weld, I'm fine. Answers that unresolved questions. Some psychologists even say that curiosity is akin to hunger. Or first, that is a drive that must be satisfied. Simply. Curiosity is an urge that can easily be ignored, which makes sense as to why so many websites that use power words try to trigger this emotion. Let's look at this example from people.com. The headline says, Beyonce shares reg limbs off her twins, sir and Rumi in never before seen Halloween photo. The word rare and never before seen are powerful words at peak natural curiosity. Humans are drawn to things that are scarce or odd, such as gems or a new invention. So claiming that something is rare will automatically draws towards it, even if it's not something that isn't particularly important. For example, if I give my input on this one, I personally am not interested in how beyond saves kids look. However, as it's a never before seen photo, I'm actually a little bit interested as I might never get to see this ever again. So once again, hopefully you can see just how powerful your copy can be when you add empowers that trigger an emotion. But this example being curiosity, number free, Greed. Greed is another feeding that is super hard for humans to suppress. Why? Because greed taps into cravings and instant satisfaction, as well as the desire to get as much as possible, which is why it can be utilized in marketing with relative ease. Let's take a look at another real-world example that how you can use copy to this type of emotion. So here we have an ad which says how to monetize Instagram to earn a fortune. So, which power words do you see here? I'll give you a few seconds to decide. The ones I see are monetize. And unfortunately, these are all marketing words that are used to generate greet in the reader. I mean, who doesn't want to learn how to monetize their Instagram and make more money. Who doesn't want to earn more money? And who doesn't want to make a fortune? These are all words that can trigger the greed emotion within us and get us to take action. The fourth and final one, which I wanted to run through is how you can build trust with your users. Now, building trust with your reader is another great strategy you can use to get them to take action. Take a look at this ad balloon from a mattress company called Casper. It says, adored, trusted, acclaimed. Guess we're talking about a mattress. Our original most popular, award-winning design, loved by all types of sleepers. This ad is literally filled with catchy words that makes you want to trust a company and thus more likely to actually buy one of them mattresses. Ultimately, conversions won't happen without trust. Even if you successfully draw people into your ads. We have curiosity and agreed as we just covered, if you don't have trust with the user, then is highly unlikely they're going to convert. There are literally dozens of ways to sneak power was into your copy, whether that's on your website, blogs, e-mails, and so on. And there are countless other words and catchy terms that you can use on your website to evoke the response you desire. Instead of leaving it up to you to figure out what all these words are. I've actually done all the hard work and the heavy lifting. And I put together a PDF which contains over 400 power words on it, which you can use in your copy to help you generate more conversions. I'll add this PDF into the project and resources section of the course. Enjoy, and I'll see you in the next one. 5. How To Master WIIFM (What's In It For Me): People are interested in you, they're interested in themselves. I want you to remember this quote and keep it in mind as we're going through this video. Have you got one of them friends are always talks about themselves. It's always me, me, me, me, me, and it's never about you. No matter what you say, they always tend to stay at a conversation back to themselves. I definitely have. In fact, I probably got a few friends just like this. It's super frustrating as it's all about them. And it's never about me. This is actually what a lot of companies do when writing the copy on the websites. For example, let's imagine you're looking to get your website design. So you land on a web designers website, and it says, we offer high-quality websites, affordable prices. We aim to complete all websites within 21 days. All websites are built by our expert team in house and will provide updates every step of the way. Our team are super passionate about web design. They'd actually live and breathe it. Now, you might be thinking this is pretty good copy, but if you look at it in a bit more detail, you can actually see it's all about them. We offer, we aim, will be in touch where passionate, et cetera, et cetera. It's literally all about them. What's in it for me is the question that everybody has in their head. When they're reading your copy, they're thinking, hmm, what can I get out of this, even if it's on a subconscious level? Now, when it comes to writing your copy, you want to use less of the way language. So you want to avoid saying things such as we are, we can and we will. These are all types of terminology which refers to you and does not provide any benefits or the reader. So what you want to do is swap out all of your WE language and replace it with you language, for example, you would change we are to, you are, you would change. We can too. You can. And you will change. We will. You will. And your copy will be a lot more effective as it is now, way more customer centric. So let's look at how this would work using the same example that we just run fruit. So we could actually rewrite this paragraph and make it more customer centric. So if I were to do that, I would actually come up with something like this. If you're looking for a high quality website that meets your budget and time constraints, you're in the right place. You'll become very aware of just how passionate our team is as soon as you start working with them. So as you can see, this is a lot more personal and it's also a lot more concise. Instead of talking like I'm addressing everyone, It actually feels quite personal and that I'm speaking to you on an individual level. As I re-framed it from being company centric, and I've replaced it with customer centric copy. And as you can see, it's a lot more powerful and a lot more engaging. So what I wanted to do now is go over some more examples. But using some real life websites. And I'll show you exactly what I would do to change the copy to make it more customer centric and actually connect with the person reading it. So I'm on this website called West Essex. These guys are a god and design business based in United Kingdom. They offer their services in Essex and London. So let's see how we can improve his copy to make it more customer centric and to make it a lot more personal. So they say gone design service in Essex and London. Absolutely fine. West Essex landscapes pride ourselves on our ability to create beautiful and functional gardens through our garden design expertise. Who are Essex and London? Again, not too much, I would change there. The opening sentence says, as we have over 25 years experience in designing gardens, we are fully confident of meeting your expectations and requirements to deliver a garden you will be proud of for many years to come. I'm actually quite a big fan of this first sentence. The reason being, is it because it focuses a lot on you language, we have your expectations. We have a garden you will be proud of. So this is really good things to see. The second sentence says, we involve our clients in every step of a god and design process. And they are invited early on to tell us their likes and dislikes. So we can plan every aspect in advance to produce the perfect outcome. Now, this one isn't as good as the first sentence. It says, we involve our clients in every step of a god and design process. I mean, if I'm on this website and I'm looking for a garden design service, then I'm actually the client. So instead of saying we involve our clients, why not say we involve u? That is way more personal. So let me go ahead and edit this sentence right now. So just a word of warning. I'm going to be editing this on my local server is, isn't actually going to update on the final version of the website is literally just on my local server. And I'll show you at the end when I refresh just so you know, I'm not going to edit this person's website live. I would never do that. So like I said, Why would do I would say we involve you instead of your client, we involve you in every step of the god and design process and day out. So this would be, you are. And you are invited early on to tell us the lights would change to your likes, your likes and dislikes. I put it put in a comma here. So we can plan every aspect in advance to produce the perfect outcome for you at the end, just make it even more personal. So now we've changed that sentence. Let's have a look how it reads on the whole. We involve you in every step of the garden design process and you are invited early on to tell us your likes and dislikes. So we can plan every aspect which is the perfect outcome for you. It's a very simple tweak, but you can see it instantly makes a connection with you as the reader, as you can very easily see what's in it for you. Which is the question that everyone has in their head when reading content, right? Okay, that's great, But what's in it for me? So let me just go ahead and refresh the website just to show you that my chain is not going to be live on the actual website. So if we refresh it and get a version or the latest server, you can see it's gone back to the original texts. We involve our clients, so no changes to the site whatsoever, it just on my local server. So let's look at another example of this using another website, which is actually called LF landscapes. These guys are also a garden design and landscaping company based in the United Kingdom. So on the homepage there had these two big boxes right here. It says Welcome to LF landscapes and driveways, landscape services and have another box for stones. It says, we strive to maintain the highest standards. Why exceeding expectations? Then it lists all the services they offer, artificial grass, driveways, fences, and decane, gotten renovation and so on and so on. He said the same thing on the right. We strive to maintain the highest standards. Why exceeding client expectations? Now, I don't think this is the most engaged in and the most personal. So I'm going to do is I'm going to change one of them. So let's go ahead and change this one here on the left. I'll just expand this. And I think instead of saying, we strive to maintain the highest standards while exceeding client expectations, I'm actually going to change this to say, no matter the service, you will receive the highest standard of work and will over deliver on your expert. Patients, will stop, ends up. So no matter the service, Your received the highest standard of work and will over the liver on your expectations. Now again, it's a very simple tweak and it's a lot more personal and a lot more engaging. No matter the service, you will receive the highest standard of work and will over-deliver on your expectations. So we've got two types of view language in here. We have U and we have your, We do have one mention of the word wheel, which is obviously we'll our image, however, as it leaves onto a new language, it's okay to have the odd occurrence in every now and then, as long as the main focus of the content focuses on the user and is customer centric, then you're going in the right direction. Now it's not just relearning that you need to change when you're trying to write copy, that is customer focus. What a lot of companies do is also boast and blow their own trumpet. So what they tend to do is talk about all the awards they have, how great they are. And in reality, most people don't actually care about any of that. Well, we want to know is what's in it for me. And this website by Holly Street, which is actually a dental studio here in the United Kingdom, based in London. This is a really good example of website doing just that. Blowing their own trumping. Now, don't get me wrong. It's okay to blow your own trumping. Do need to make people aware of what all do you have, how great you are, but you don't want to overdo it. And in this example I'm going to show you, this is a prime example of a website overdoing it. So at the top it says we are an award-winning cosmetic dental practice in the city of London. Now the opening paragraph text right here, it says, the Holly Street dental Studio is an award-winning practice located in the heart of London's famous Harley Street. So that kinda just repeat itself already in the first sentence. They are award winning practice. You see it says award-winning practice, which they just said, Hey, I probably wouldn't have it. Twice. They go into say, we are delighted to welcome new patients to our practice and we are very proud of our achievements and success. Okay. We have a highly trained and skilled team of dental professionals with many years of experience and we provide a stress-free relaxing experience for our customers. Okay, so I'm reading that. I mean, that is all good, but what does it actually mean to me? So let's go ahead and change this and make it a lot more better in terms of customer centric, I make the value much more clear to the readers. So let's go ahead and select this first paragraph, edits it, and I'll show you what I would do to improve it and make it more personal. The HOD treat dental Studio is an award winning practice located in the heart of London's famous Harley Street. So the first thing I would do is I would not repeat myself. I would actually not say we are award winning twice as likely to say it's wise. So I'll do is actually delete award-winning. I would say the Harley Street dental studio is located in the heart of London's famous Harley Street. We are delighted to welcome new patients to our practice and we are very proud of our achievements and success. So this sentence right here, this is all focused on the company. So I want to do is simply change that and make it more customer centric. So we are delighted. Delighted I was at we are looking forward. We are looking forward to welcoming my markers, just gone and scan it back in there. We look forward to welcome in new patients. So this bit welcoming new patients. How about you? I mean, I'm the patient, right? We look forward to welcoming you to our practice and we are very proud of our achievements and success. See that last part, right? It doesn't sit right with me. We are very proud of our achievements and success. So I'm gonna go ahead and delete that part. So it ends up that we look forward to welcome you to our practice, which is actually a lot better than it goes on to say we have a highly trained, unskilled team of dental professionals with many other experience and we provide a stress-free, relaxing experience for our clients. So instead of saying we have a highly trained and skilled team, why not say our team are highly trained with many years of experience. So you can be confident they are in safe hands. That works a lot better as the focus is all about the customer, right? What is the benefit of having a highly trained and skilled team? Well, it means that I'm going to be in safe hands. So let's go ahead and just say that. So team are highly trained with many is of experience. Don't worry if you can't really see it right now, I'm going to just delete all this, show you my summary and then Enter and you'll see update on the main screen in front of you. So our team are highly trained with many years of experience. So you can be confident that you're in safe hands. That works a lot better. Let's go ahead and delete all of that now we don't need that end to that. And you can see this is now how the first sentence is going to read. The hardest treat dental studio is located in the heart of London's famous Harley Street. We are looking forward to welcoming you to our practice, our theme are highly trained with many years of experience. So you can be confident that you're in safe hands. That is way more personal. It's going to connect with the reader, is customer centric. And straight away it is very obvious what is in it for me, I'm going to be in safe hands, which is the main benefit of these guys having awards. An amazing team of many years of experience. It's all about me now. I'm going to be in safe hands. They're looking forward to welcoming me to the practice. It's all about me. This is exactly how the content should be. So I hope you found those free live example was very useful and I'll see you in the next video. 6. Focus on Benefits, Not Features : Focus on benefits, not features. People buy things based on the benefits of product or service provides. No one buys things purely based on features. Now, don't get me wrong. Features do help add credibility and substance. However, features alone is not strong enough to generate cells. Now, let's put digital marketing into one side for a second, just to show you how this is true and applies to literally everything out there in the world. And allow me to explain. Imagine you've got a severe muscular pain in your lower back and you could really do with a massage. So you go into Google to find some services to help you relieve your back pain, and you come across two different websites. The first website says back massages at affordable prices. And then the second website says back massage is that relieves severe back pain. Which one are you most likely go into? Click. Nine times out of 10 is going to be the second one. Y as the second one is a lot more powerful. Why is it more powerful? I hear you ask, it's because no one gets a back massage because they want it to be affordable. People get a back massage because they have some type of muscular pain that they want to believe in. As a result, this messaging connects with a lot more people and will perform a lot better than the first. Benefits literally give customers a reason to buy because they explain how your product or service improves the lives. That is why it's so important to focus on benefits and not features. So let's look at an example of where our website gets his spot on. So I went over to Emma mattresses earlier on today. And for those who don't know Mmm, a mattress is simply a company which sells mattresses quite self-explanatory from the name. But essentially the main thing I want you to focus on is the main sex. At the top of the page, the main text says, Perfect sleep from a to Zed, Zed, Zed, Zed, Zed, Zed. Obviously resembling the sound people make when they sleep. Very nice play on words. But essentially, as you can see, the main title on this page focuses on the benefits of the product and not the features when people are looking to buy a new mattress. And the main reason for them wanting to find a new mattress is most likely because the mattress they have at present isn't actually that comfortable and they want to get a better night's sleep. So this clear text at the top focuses on the benefit of the product. Perfect sleep from a dataset that is going to resonate with a lot more people than just saying something like on mattresses, all great. You know, there's no connection there whatsoever. You can actually see that below this title at the top, they do go into mention some of the features of the product. Temperature regulating top cover, Aero gel, foam pressure relieving and so on and so on. So these are the features of the product which is okay to have. However, the feature shouldn't be the main focus, which in this instance they're not. As you can see, the main focus right here is all about the benefit of the mattress, which is a perfect sleep. So now you've seen how it should be done. It's time to look at how we can apply it to literally anything. That's wherever you are, a digital marketing agency. Or maybe you're trying to say what cookbook, it doesn't matter. I'm going to show you exactly how you can write better copy by focusing on the benefits and not the features. So I've got a table here and it has two different columns for features and one for benefits. Now what I'm going to do is simply add in a feature and then I'll show you exactly how I would convert that into a benefit. Are going to use three different examples for free different industries just to show you how this can literally be applied to anything. So first up is, imagine you are trying to sell a cookbook. This cookbook is really, really good. I mean, all the recipes and mills in there can be very, very quickly. And in fact, they can be cooked under 15 minutes. So some of the features of that cookbook would be this cookbook contains mills that you can quit within 15 minutes. Now that is a feature of the products and you can cook meals have been 15 minutes. However, that's not really that engaged into me as a customer. If I'm in the market for it. I mean, I can cook meals within 15 minutes like so what what does that actually mean? Well, one of the benefits of that feature is that you can save time and you don't have to spend hours in the kitchen. Now that is a really attractive benefit of this cookbook. I mean, a lot of people don't enjoy cooking. And if you literally say to them, with this cookbook, you can save time and spend less hours in the kitchen. That is going to resonate with a lot more people. You literally kind of have to spoon feed the benefit to the people themselves, even though sometimes it can be pretty obvious. So let's look at another example. All Google ad service is cell by a team of Google ads, experts. Grapes at a feature or the Google ad service is that my ads are going to be set up by a team of experts. Is great. But again, it's not that powerful. It's not really resonated with me as a customer. So what is a benefits of a Google ad expert setting up my Google ads? Well, the benefit is that the ads are more likely to do well and generate you more business. So again, the benefit is way more powerful than the feature. Let's look at another example. Our heater has three different settings you can use. So imagine you're trying to sell a heats are simply saying your heater has three different settings that isn't the best or the most engaged in. Again, that can apply to really anything out there. Oven has three different sessions and so on and so on. So what is the benefit of having free different settings on this heater? Well, the benefit is you can easily pick the perfect temperature for you. That is way more personalized and more engaging as if I'm trying to buy a heater, I'm most likely going to be cold at the time of me searching for a heater. So realizing that I can find the perfect temperature for me, that's actually really appealing. So hopefully you found that useful. And this clearly illustrated just how more powerful your copy can be if you choose to focus on the benefit instead of the features. Now, I want to show you one more example from this company called Oral-B. They specialize in making toothbrushes, toothpaste, you know, there they're basically involved in the dental industry. And essentially what they've done with this ad is they've listed a feature first, but in a bathtub, each feature with the benefit and explain the benefit of that feature. So allow me to explain. You can see at the top it says unique round head. So a unique round head is a feature of the toothbrush. Now if they had that by itself, it wouldn't actually mean anything. So what that has a unique round head. How does that benefit me? But they actually go on to say, remove up to a 100 percent more plat for healthier gums versus irregular manual toothbrush. So what I've done here is I've highlighted a feature and then they backed out why that feature is important by telling me the benefit of that feature. So you can also do it in this way as well and it works extremely well. For example, at the second one says gum pressure control. Again, that is a feature of the toothbrush. What is the benefit of a gun pressure control? Well, it visibly alerts you if your brushes too hard and automatically slows down to protect your gums. Great. I know exactly why I need a gun pressure control, and I actually want one. Now, the second feature, artificial intelligence, again, read that by itself. I mean, why do I even want that in my toothbrush or what does that do to me? Absolutely nothing. But then if you read the benefit, it's super clear. Motion sensors recognize your button style and give you real-time feedback. That's pretty good to know. I know if I'm brushing good or if I'm brushing bad. Cleaning modes. Six modes include insensitive, I'm whitening. Okay, So how can MIT I, if I've got a sensitive see this is a great fit for me. So hopefully you can see what I'm trying to get across in this video that when you mentioned a feature, you'd need to back it up with a benefit to make it crystal clear to the costumer, is actually what benefit of this product or service is going to have to their life. If you're struggling to come up with a list of benefits, then what you can do is use a, so what strategy? Now, this is basically where you list out a feature of a product or a service. And then you literally ask yourself, so what? So let me walk you through how this would work with another example. So imagine you're selling an oven. One of its special features is a fast preheat system. Fast preheating is obviously a feature of the oven because it's a fact about the oven. It explains what the oven does. So to define a benefit, you should ask yourself, so what, so what that it has a false preheat system. Well, that means that the oven preheat quickly. Well, so what? It's quickly ready to start cooking your lasagna? Well, so what? Your food is on the table sooner? So what? Life is less stressful? There's less hanging around the kitchen waiting for the oven to get ready. And you don't have to worry that you might forget to preheat your oven. This is essentially the process of how the so-what tax it works. You start from the top and work your way down to the bottom by literally asking yourself, so what? You can even go on a step further and ask yourself, so what off the list of benefit to really make it super clear, It's a costumers what is getting? So if we go back to our original example, let's add another column where we expand on our original benefits. So the original benefit we have for the first example which was for a cookbook, was you save time and don't have to spend hours in the kitchen. So that's his box right here. So let's ask ourself. So what what does this actually mean? Well, it was spending less time in the kitchen. We can now spend more time doing the things that we love, such as spending more time with our family. Let's go ahead and apply the same strategy to the second one. So our original benefit says the ads are more likely to do well and generate you more business. Well, so well. So you don't have to worry with our next project will come from. That's much more engaging. The last one, the benefit we have at the moment is easily pick the perfect temperature for you. Now this is actually a really good benefit. So let's also solve how can we take this fervor? Very easy. Let's just ask ourselves the same question. So what? So you never have to worry about being too hot or too cold. Again, really direct messaging with the user going to resonate a lot more better than our original feature, which just says, or feature has three different sessions that you can use. So to summarize, as we come to the end of this video, features are facts about products or services. They add credibility and substance to yourselves, pitch benefits that give customers a reason to buy it because they explain how your product or service improves the lives. To translate features into benefits, simply ask yourself, so what include offeree in your copy and your copy, you'll be way more effective than the majority of businesses you're competing with. I will see you in the next video. 7. The AIDA Formula - Structure Your Copy Like A Pro: Have you ever wanted to write something? You open your laptop or your notebook, and then nothing comes out. You've got tons of ideas in your head, but you simply can't figure out the best way to structure it. It's so frustrating. If you've been there, then don't worry, you're not alone to become good at copyright in. It helped tremendously if you can follow a standard structure when writing. In fact, all best copywriters out there follow one structure or another. And they had been doing so for at least the last 100 years. Why? Because structures had been tried testing and are scientifically proven to actually generate better results. So the structure I'll be walking you through is one of the most powerful structures out there and is used by every big brand you can think of. The structure I'm referring to is called the aida formula. This concept actually originated from 1898. So it's been around for a long time. And that's simply because it works so well. Formula it just being another word for structure, by the way. So I'd R stands for attention, interest, desire, and action. Either is designed to grab people's attention and take them for your content to the point that they take action on what they've just read. So let's take a look at how this works in each step. So a attention would be where you write subjects of grab the reader's attention. If you don't have the attention in the first place, then no, never take action. So that's the first step. Interest is basically where you engage them with unusual or fresh information. Desire is where you show your prospects, exactly how you're offering can solve their problems. Your audience should be able to see how you're offering can make their lives better. Whether it has to do with wealth, health, Romans, it doesn't really matter. But it needs to be very clear that you're offering solves a problem. Action is the last step of the formula. And this is where you essentially get your user to take action and do what you want them to do. So this formula literally works on anything, whether that's a cell's page, a blog post, an e-mail newsletter, Facebook ads or Google ads, and much more, this literally works on everything. So now we understand the basics of the structure. Let's look at a real-world example of the aida formula in action. So here I have an ad from Apple, and this ad is basically advertising the latest Apple watch. They have this big texts hair right at the top which says The future of health is on your risks. They have some text below saying that measure your blood oxygen level. We have a revolutionary new sensor, an app, an ECG, anytime, anywhere, see your fitness metrics at a glance with that enhance always on Retina display with Apple Watch Series 6 on your wrist, a healthier, more active, more connected life is within reach. Watch the event or watched a film. So this ad is actually the prime example of a company using the aida formula. They have a big title at the top which grabbed our attention. The future of health is on your wrist. They had the interest and desire covered in the paragraph. And the points at the bottom, watch the event. This would be the action. So any overlay my mockups right now and you can see exactly what I'm referring to you. So there is a attention. The future of health is on your wrist that is going to grab my attention like what do you mean the future of health is on my wrist. They have interests in the first line of that sentence, measure your blood oxygen level without revolution, new sensor and app. Take an ECG anytime, anywhere. See your fitness metrics at a glance with an enhanced always on. Okay, I'm a little bit interesting now, what do you mean I can take an ECG anytime I wanted level is all very interesting. That desire with Apple Watch Series 6 and your wrist, a healthier, more active, more connected life is within reach. This is a desire. I want to be healthy. I wanted to be more connected. I want to be this new improved Josh. So this is the desire and exactly how Apple managed to get that across. They do a really good job at it. And the last part is going to be action, which in this instance is going to be watched the event or watched a film. So sometimes you'll see Apple used by now or by-product or visit product as an action. But in this instance, they seem to be directing all of the users to watch the latest film, which no doubt actually presents the Apple Watch and shows customers just how powerful and how amazing is. I'm assuming they've got some data in the backend which shows maybe 20 percent of users at watched a video end up buying an Apple Watch or something along those lines. But essentially, this is the action of this ad. Watch the event or watch the film. So you might be wondering, okay, this is great, I understand how it works, but this is for apple. I'm not Apple, Josh, how do I apply this to my business? So allow me to show you exactly how this would work if you apply it to something like urine business. Well, you would simply follow the same structure. So let's imagine you're writing a blog post for your website. And the main aim of the blog is to help promote your Twitter marketing services. Well, you would structure the content like this. Twitter has 145 million monetizable daily active users. Crazy, right? And the crazy thing is that this is expected to grow at 0.3% in the next year. The amount of money businesses are making on the platform has taken a massive leap in the last few years. Then you'd have the main body of your content. And then in the last few lines, you would say something along the lines of penetrating knows when a 145 million users, it's a lot easier than you think as company X found out, Company X generated over $5 thousand in the first month. Contact us today and we'll get you on your weight too. So can you see is actually what I've done here. I've applied the same strategy to this blog post. At the top we have the attention. Twitter had 145 million monetizable daily active users that is going to grab someone's attention. Pretty big statement. Then the intro paragraph is what I grabbed people's interests is crazy, right? And the crazy thing is that this is expected to grow. Is there a 0.3% in the next year? So you're telling me there's 145 million monetizable daily active users and is expected to grow in the next year. Now you've definitely got my interest. Then you have the main body of your content which is talking about Twitter, the marketing tool, how great it is, and so on. And then the last line is a desire. So you actually show them how another company has benefited from no Twitter market and services. They generated $5 thousand in the first month is all about creating desire. I want it to be like that company to buy, wanted to generate 5000 dollars in the first month. And then the last line is simply the action. Contact us today and we'll get you on your way to this is we are asking people to reach out to you and you can replicate the same result for the business to. So this would be the action. So hopefully this helps and just shows you exactly how powerful this strategy really is. You can literally apply it to anything, like I said. So if you're ready to get your content and read more, get your readers hooked and get your readers to take action. Then use either formula in all of your content. You're going to be blown away by the results you get. So that is it for this one. And I'll see you in the next video. 8. How To Write Powerful CTAs That Convert: In this video, I'll be walking you through five tips that you can use to write powerful CTAs that actually convert. So first things first, what is a CTA? Well, a CTA stands for call to action. A call to action is simply an image or a line of text that prompt your visitors, leads and customers that take action. It is quite literally a court to take an action. An example of a CTA could be, click here. A strong call to action is literally the difference between a page that converts and one that falls flat. So I've got this example of a website called Unbounce.com. It is actually a software used to build land pages, typically for Google ads and Facebook ads and so on. But essentially, this is a one page that has two CTAs. They have a CTA at the top which says start my free trial. And I've also got a CTA on the left-hand side which says start my free trial again. So the main action that amounts is trying to achieve on this page is to get users to start a free trial. Now imagine if Unbounce didn't have these CTAs, I mean, what would use it do when they land on the page, they might end up clicking products at the top. That might go for solution. Then right-click price in which isn't really what Unbounce once the users to do. What unbalanced once the user to do is simply start a free trial. So that is a main CTA of the page. So before you actually go out there and start adding buttons all over your page, there's actually five tips I recommend you follow when it comes to writing effective CTAs that actually convert. So the first tip is how the causal action on every page on your website, every piece of content on your website should have a purpose, whether that's a blog post and about page, a contact page, a service page, case studies, results page. It doesn't really matter. Every page on your site should have a purpose. So every page should then have a call to action. So let's imagine you wanted to add a call to action to one of your blog posts. A simple call to action could literally be something like check out my next post on your About page. You could talk about what the company does and then you can link that to your service page, checkout our services run by our team above. On your contact page, you can say, get in touch with us today, have that as a button. These are all actions which you want the users to complete. One of the pages, which I've seen the most effect from add-in CTAs on, is going to be your case studies or your results page. So when you take on clients at your digital marketing agency, when you manage to get really good reviews, testimonials, you can actually add them to your website and then have a CCA below those video testimonials and actually say something along the lines of, if you'd like to get results about these two, please get in touch with us today. Now is a clear CTA, so don't forget to add a CTA and all of your pages as it adds tremendous value. Number to start your CTAs with a verb. So for those who don't know, a verb is literally a doing word. It describes an action. So what you want to do is start your CTAs using verbs such as start now, try now, download, subscribe, watch, share, fill out, find out, check out. These are all verbs which involved an action. Where do you start something, where you fill it out, download, subscribe, watch, share. These are all options. There is plenty, plenty more to such as sharp, read more and what won't go into all of them. But hopefully you get the idea of what I'm trying to say. When you start your CTAs of a verb, you actually encourage the reader to actually carry out that action as a CTA itself is actually an action. Number 3, create a sense of urgency. So creating a sense of urgency has been used even before the Internet was created. Creating a sense of urgency works extremely well and gets people to do what you want it to do without really thinking why? Because it has a sense of urgency behind the action. Imagine you're going to your local shop and you're looking to buy one or your favorite magazines, and you see there's only one left on the shelf. You might not have the money for that magazine. At the moment. It might be a type purchase, but because there's only one magazine left on the shelf, you're most likely going to buy that magazine as you're not sure when they'll get more in stock? I mean, I'm definitely that myself. If I'm in a shop and I'm looking to buy a pair of trainers. I'm trying to buy a new hoodie. If I find out is only one in stock, then that puts a little bit of subconscious pressure on me and there are more inclined to buy that product. So you can apply this same strategy to your CTAs and make your CTAs say things such as click now, only 22 left cells end on March the 23rd. Don't miss out. Limited time. Offer. Try our service today. These are all simple ways that you can use and implement on your CTAs to help add an additive sense of urgency. Number 4, make your CTAs hard to miss. So make your CTA standout. The more your CTAs blend in with the content on the page, that less likely they're going to convert. So here's an example. So on the left-hand side we have a bad CTA. We have a blue background and we have a blue button. So as a result, you can't really see the button. On the right-hand side, we have a good example. We have a white background with a blue button. So as you can see, making our CTA standout kinda like common sense. But believe me or not, a lot of people get this so wrong. So when it comes to choosing colors to stand out, I actually have a really good tip you can follow, and it involves using a color wheel. So essentially what you want to do is go over to Google and simply carry out a standard search for color wheel and then go to images. And then what you'll get is tons and tons of color wheels. So when it comes to picking CTAs that stand out, you want to base it on the color of your current website. So if you have a website which is predominantly going to be red, for example, then what you want to do is go to the opposite side of that color wheel and make your CTA that color. So in this instance is going to be blue as a colored blue on red is very contrasty and it stands out a lot. So you can definitely apply this to your website no matter if your website is paying yellow, green, violet, it doesn't really matter. Just open up a color wheel and see what color is on the opposite side of that will. That is the color you want to put your CTAs. Now, do bear in mind this is just a guide. You can also be any other color which you feel suit your website the best. But the main takeaway here is to make sure the CTA does not blend in with the background and that it stands out. Number 5, minimize the risk. Minimizing the risk helps reduce people's fears and hesitations. Literally, when it comes to add in CCA is what you want to do is make it easy for people to say yes. So you can very easily do this by having a CTA such as that bus and we just covered. And then below that button you can have some text saying something such as 30-day money-back guarantee, no questions asked. Have you ever come across a cools or something you saw on line? Maybe it was a digital product, it may be an e-book. You wasn't really too short if you wanted to purchase that item or not. But then below that it said 30-day money-back guarantee. No questions asked. I mean, when there's a 30-day money-back guarantee, what do you have to risk? You have nothing to lose if we don't like it, you can get your money back. So this is why minimizing the risk work so well. Now you can do this. We've literally anything. Even if you have your own software, you can say start your free trial today, no credit card required. So a lot of people, when they sign up for things, they want in the less barrier to entry, they don't want to spend ages fill in the name, email address, credit card information when they're not even sure they're going to like your software. So adding a simple minimize the risk tie. So like this makes the whole process a lot more easier and less friction. You can also do this by saying something such as sign up in just 30 seconds. Again, that makes it very clear to people that the sign-up process is very quick and he's not going to take too much of that time. So again, we are minimizing the risk. You can also say something such as if you don't get x results by x, then I'll give you a full refund. So this is quite similar to the first one, but again, the main incidence and what I'm trying to do here is minimize the risk and say to this person, hey, if you didn't achieve these results by here, then I'll give you a full refund. So once again, there is no risk to the user. When you minimize the risk, you literally make it a no brainer and your conversions are going to be a lot, lot higher. So that's the fine tip I recommend that you follow when it comes to creating powerful CTAs that convert. And remember, a strong call to action is a difference between a page that converts and one that falls flat. 9. What We're Going To Cover In This Section: Headlines. In this section, we'll be going through how headlines differ depending on where the headline appears. I'll also be showing you the secrets to write in headlines that demand attention. We've all seen as headlines in the past. We've read it. And no matter what, we just can't help ourselves, but we have to click on the headline and read what the article is about. In this section, I'll be showing you how you can write one of those headlines. I'll also be showing you these two headline generated tools you can use to come up with compelling headlines if you're really struggling for inspiration. One thing to note about both of the generator tools is that they're both 100% free to use. And lastly, we're going to be going over how you can write effective headlines for YouTube videos as well. I can't wait to get started. So without further ado, let's dive into it. 10. How Headlines Differ: In this video, we are going to go over how headlines differ depending on where the headline appears. However, first things first, to clarify what a headline is. Basically, a headline is essentially the big textual going to see on any page you visit. So here I'm on this blog all about the coolest BMW upgrade and modifications. And this big text right here, well, you guessed it, this is the headline. It's not always going to be below a image as you can imagine. For example, if we go on to this other example which I have open, you can see the headline in this instance is actually at the top of the page and we have an image that followed below it. So that's pretty straightforward. Headlines appear at the top of the page using WordPress in your headline is most likely going to come from what we call a H1 tag or a page title, which is what you'd enter in in the backend of your website. The two examples we've just looked at have both been on blog or media websites. However, headlines actually differ depending on where they appear, which is what this video is all about. Let's run through some examples to show you. Is that clear what I mean here we have a headline for a business homepage for a company code 0 for those who don't know, 0 is essentially a accounting software that businesses can use to better manage their finances. We can see that they have a big headline on the homepage which says a count in software for a healthy business. And then below that headline, we actually have a number line of texts, which is what we call a subheading, which basically just backs up the main headline. The subheadings, it says, easy to use accounting software for businesses. The headlines on a business homepage. They are there to quickly communicate who they are, what they do, and why you should care. For example, accounting software for a healthy business. Well, who doesn't want a healthy business? Easy to use accounting software for all businesses. It's very clear exactly what this business does. So if you land on this page and you're not interested in accounting software, well, you know this page is not going to be a good fit for you. So in a nutshell, headlines for business homepages, they essentially let you know if you're on the right track. Whereas if we look at a headline for a product page, this one is from Apple, you can see it says a higher definition of TV, and this is a headline for the Apple TV box. This headline is way more creative than the previous one which we just saw. Instead of just letting people know if they're on the right tracks and making it very straightforward what the business does. Apple have gone for a heading which has two different meanings. So the whole product is obviously about Apple TV and how you can view TV in amazing for K, amazing high-quality definition. And as a result of the title says a higher definition of TV, basically what the product is about. However, if you watch programs in for k, then you're actually going to experience a higher definition of TV on the whole. And you're not going to experience what people have experienced in the past with low quality pictures and resolutions. So it's a really nice creative play on words. And it works really, really well when you're writing titles for products on your website. Now a lot of people will say, okay, so does that mean I should only be creative when it comes to writing titles for my products on my website? Well, the answer is no because if we look at another example from a product page, this is a bit more specific than the previous one, as this product page is actually the link to the main product page where you add it to your boss. We can see the title of this page is literally what the product is. A Ninja blender with auto IQ, be an 750 UK. Then we have the price, you've got reviews, and then we've got the description below. So in this instance, although is a product page, the title is not that creative whatsoever. It's literally stating what the product is, including some numbers and some data as well. It's literally snap, snap, snap with tons of information, which once again is a massive difference in comparison to the first title which are reviewed for the business website 0. Moving onto land and pages, we can take a look at how titles appear on those pages. I actually went onto Google a few weeks ago and I was looking for a blender. So I typed in best blenders. I saw an ad at the top of Google. I clicked on the ad, and this is the page I landed on, which is the landing page. You can see that this company called Kitchen Aide, they've gone for a title which is pretty much straightforward blenders. But I've also added a bit more creativity to the title by saying blenders to unlock your potential. Which kind of implies if I don't get a blender, then I'm not going to unlock my potential and are probably be having all these boring stuff as drinks or snacks whenever you have a blender for. So this company has gone for a title which is pretty straightforward as it mentioned, blenders, but they also highlight a benefit of the product which is unlocking your potential. Whereas the previous example we just looked at, well, they literally just stated than a product name as the title of the page. So as you can see, it doesn't matter what product you are going for. There are tons of different ways you can do this. And where your title appears is going to have a big impact on how you actually frame your title. Let's take a look at another example. So this is a media page or a blog. You can see they've got a title right here, 21 makeup tips that will make our life a 100 times easier. What do you notice about this title? I'll give you a couple of seconds to figure it out. So hopefully you notice that this title is very big on numbers. It starts off with a number 21 and also has another number in the middle of the title as well. So what do these numbers do? Well, the numbers create more curiosity and give more context of the article. This website could have very easily said make-up tips that will make your life easier. However, they went for 21 make-up tips that will make your life a 100 times easier. This makes it way more relatable and is more likely to get shared on social media platforms. Due to the human psychology, we naturally love and are attracted to a big list of things rather than just one or two. And these are the headlines were absolutely perfect for media pages, blog post, anything like that. These headlines are going to be your best friend. However, you can't really imagine having a headline like that on a website such as a business homepage, as it's not the right messaging. So we've seen a lot of examples of headlines and how the messaging differs depending on where the headline appears. Egf, business psi, a product page and a landing page, a Mediasite and so on and so on. So you're probably wondering, well, what makes a good headline? Well, here we have my four best tips when it comes the headlines. The number one thing which you want to do is adapt the headline to the page as we just covered in great detail. Major, the headline is suited to the page that the headline is on. Can you imagine if Apple change the headline on this page to say how to watch TV in a high definition in four simple steps. Well, that wouldn't make any sense whatsoever. The second tip is to write for a specific audience. This is really, really important, especially if you are writing titles for a business website, it needs make it super, super clear who you are talking to. Again, just going back to my example, we had 40 accounting software for a healthy business is very straight forward who they are talking to, told the people who are interested in accounting softwares. My third tip is to highlight the value quickly. This is so, so important and not enough people are doing this. You need to give people a reason for wanting to read your article or visit your website in the first place. Going back to our original example we had for the website tasty 21, easy dinner ideas for when you're not sure what to make. Well, ask yourself, how many times have you not being sure what to make for dinner? I don't know about you, but I literally happens to me every single night. So ulna into the title makes it way more relatable and it makes me more likely to actually want to read this. They could have easily said, easy deny ideas, however, does not as punchy or as powerful as 21 easy dinner ideas for when you're not sure what to make. My fourth and final tip is that the headline and the copy they need to work together. This should be pretty straightforward, but I've come across a few different pages. We don't actually do this. And all this means is that your copy below your headline should be exactly what you promise in your main headline. So as this page is all about 21 easy dinner ideas, well, I should find 21 easy different ideas, not 15, then ideas are really complex to make. That's going to result in a poor user experience. So pretty straightforward. But trust me, you'll be absolutely surprised at how many people that don't follow this obvious principle. So now we've gone over how and why headlines work. In the next video, I'll be showing you five different formulas that you can use to create powerful headlines that are going to grab people's attention. Just like the one you can see right here. You've probably seen headlines like this all the time and they always go viral. And the reason being is because these rights are using a proven formula and strategy. When it comes to crafting headlines, you're going to find out what those five formulas are in the next video. I'll see you there. 11. The Secret To Writing Headlines That Demand Attention: The secret to writing headlines that demand attention. In the last video, we looked at how headlines differ depending on where they appear. And in this one, I want to go into a bit more detail and give you more context as to how some of the best writers out there consistently write compelling headlines because it isn't by coincidence or by luck. All of these writers out there that are getting such amazing results with shares and visibility on the posts are all using a proven formula that works, that is a secret behind the success. They do not go to the computer and then all of a sudden bachelor keyboard and come up with amazing headline. By coincidence, they are using a proven formula that works. There are a lot of formulas you can use to write powerful headlines that really, really grab people's attention. But I'll be going over the top five in this video. All five of these formulas work great when it comes to producing articles and posts. As these types of written pieces need great headlines, as that increases the chances of the content getting shares. And more shares essentially equals more readers. The more readers these articles get, then the better results to a website that uses, on the whole, it just as a heads up before we go through all five of these formulas, there isn't anyone that is better than the other one. You definitely want to go ahead and pick and choose and go for the best formula that meets your specific needs, which of course is going to change all the time. So let's dive into the first formula. The first formula is how to do something in simple steps. What you see within the brackets will need to be replaced with words that are relevant to what your post is about. To make things a little bit more clearer if you actually remove the words in brackets. This is how it would look, how to blank in blank simple steps. So let's go ahead and look at a few examples to really showcase is actually what I mean and how powerful this formula is. Here we are on the website called 99 designs are coded at UK. They had this article right here, how to make a YouTube video in five simple steps. This literally follows a formula word by word. We start off with how to, which is really, really powerful to start off an article as those two words, How to, that implies that you are going to learn something which straight away it makes it super clear what the value of your article is. If I wanted to learn how to do something and it's ASCO starts off with how to then I know straight away, no matter what is R-squared is about, I am going to learn something. I'm going to get value. So what am I going to do? Well, I'm going to click on his article and learn what I need to learn, which in this instance is how to make a YouTube video. Five simple steps. Let's take a look at a number example. We've got this one right here. How to Learn program in five steps to learn to code. Now, this one doesn't follow the formula word for word. Otherwise, it would be how to learn to program in five simple steps. However, they've added a few more words at the end and the kind of restructured it a little bit different. But essentially it has the main structure as the formula we just run through that just reshuffled it a little bit, but it's still has just as much of an impact, which just goes to show you don't have to follow the formula word for word. As long as you follow the main gist of the formula, then you're going to go in the right direction. Here's another example we're going to look at to be happy in six simple steps. This is actually on forbes.com is a massive, massive website out there. You can see once again, this formula is getting used. And the reason being is because it works so well, if you are unhappy or you're feeling a little bit down, which let's be honest, that happens. So all of us summit happened in some more than others, life is hard on the WHO is you want to be happy and you come across this guide, then you're most likely going to click on this as everyone wants to be happy. And we can be happy in just six simple steps. Hopefully you can see just how powerful these titles are. Obi, how simple they may appear. Let's go through another example. We've got Learn electronics with these ten simple steps. So again, it's the same formula this time issues prior to a different industry. This is applied to electronics. This one was to do with happiness. The sun was for programming. The first one was to do with YouTube. So this just goes to show it doesn't matter what industry you are in or what industry you operate in. This strategy and formula can be applied to literally anything. Formula number two, do something like this expert without this negative. This one can be a little bit confusing to read when we have the brackets. So once again, let me go ahead and remove them. And we have blank, like blank without blank. Now that may even be just as much as confusing as what we had before. So once again, let me go ahead and give you some examples and I'll explain why this formula works so, so well. So here we are on the website cool country live in att.com. They have this article right here, how to open a can without a can opener. Which when you read that is very clear that these are two opposite things. How to open a can without a can opener. Typically, a can opener is associated with opening a can, but this article is telling me I can open a can without a can opener. Okay. I won't be saying it anymore or you ever pay five times now. But essentially what you want to do is bring two opposite things together to create a lot of interest. In the example I gave, I mentioned that we had this expert in the middle. We don't always need to have this in there. As like I said, this is a main formula and you can tweak it to suit your particular topic, which in this case is opening cans. Here is another example, how to stay cool without air conditioning. Once again, two opposites brought together. It's going to attract a lot of eyeballs. Here's another really cool one which I like. How to dress like Kanye West at Walmart. Kanye West is associated as a fashion icon of fashion model by a lot of people. I'm not saying I agree with that or I don't agree with that. But essentially woman is the complete opposite. It's not associate with expensive fashion and design a close. However, this article says that you can dress like Kanye West while shopping at Walmart. This is going to attract a lot of eyeballs as once again, it's bringing two opposite things together. Here is another example. The eight best ways to learn French without taking classes according to a teacher. This one is personally my favorite as when it comes to learning a new language. Well, what do you typically do? Well, you take a class. However, this headline goes the extra mile, and it has this part right at the end, according to a teacher. By adding in the teacher part at the end, it makes the headline more credible as the teacher is obviously the expert. And now they're saying you don't need to go to a class to learn this language. This is a really good example and actually also highlights the part which I mentioned in my formula about having a expert, which in this example we just looked at. The expert is going to be the teacher. Formula number free. Something things I learned while doing something same as before. Let's go ahead and remove the words in the brackets. Them are left with blank things I learned. Whilst blank, these type of headlines were really, really well. As once again is super clear what the value is of the article as it's talking about something someone has learned. If you can learn from some of the mistakes, then you are less likely to make that mistake in the future. We subconsciously means that you go into 1s and learn what these things are. So let's go ahead and take a look at some websites who are using this exact formula. Here we have a website by castle view Academy. The title of this article is 20 things I've learned while walking daily. Anyone who already walked daily or it's interested in walking daily, will definitely be inclined to go ahead and get this article a click and learn exactly what the 20th things are. And once again, the title automatically screams value. Read me and you can learn all about this, which of course you are interested in as well. Here's another example, a things I learned whilst working from home. A lot of people are working from home due to the pandemic. And I do believe this trend is going to continue going on into the future. So a lot of people are going to see it as ours go and say, hey, what did this person learned from working from home? I'm also working from home, so I wanted to learn what this person as well, just in case I didn't already know about it. Hopefully you can see how this formula automatically triggers a human greed element inside all of us. We all want to learn everything. We want to know all the information that applies to our lives so we can become the best version of ourselves. Here's another two more examples. Find things I learned while learning Python. Again, exactly the same formula. It's just what's out for a different industry. This is actually a post on LinkedIn. And as you can see, I've got quite a bit of engagement, 26 interactions in total, and six comments, has a novel example, 10 lessons I learned while teaching myself to code. This is pretty similar to the previous one, as obviously Python is all about code in as well. However, the only thing I would say this website could do a little bit better is changing the word 10 from TEN to lychee, the number 10, as that is going to stand out way more. And for those wondering what website this actually is, this is Tim dot blog. Is it the owner of the person who wrote the book, The 4 Hour Work Week, massive, massive, but it's really one of the most popular books out there in our current generation. Guys done really, really well. And you can see once again, this big person, big prominent figure in our industry, and this big person in the digital industry is also using a proven formula when it comes to copywriting for titles. Literally, everything I'm showing you in these videos is all based on proven formulas, which actually work. Moving onto formula number for something secret ways to do something. Let's go ahead and remove the brackets once again, and we are left with blank secret ways to blank. This formula is super, super powerful as it uses the word secret. Everyone wants to find out secrets and learn something which other people may not be aware of. Power is knowledge. And the more you know, I guess the more powerful people feel, which is why it works so, so well. Let's go ahead and look at some examples of this formula in action. So here we are on the website, make use of, they got the title right here. Free secret ways to use hashtags that you've never tried before. If you're a big twitter user where hashtags are so prominent, you're probably going to read this and think, what are the secret ways is person is talking about or you through every single day. Surely I know about this secret. You're going to be so inclined to click on to this article. However, this headline actually goes the extra mile by adding this text right here. You've never tried before. If you remember, the template was blind, secret waste a blank. They could have literally said, free secret ways to use hashtags. However, they went the extra mile and said you've never tried before. Just further add in that curiosity to make you wonder, what are these three things they are talking about? So every good example by the website make use of. Here's another example. Seven secrets of making money online revealed, again, leveraging the word secrets. Anyone who wants to make money online, that governments wanted to know about these secrets. The secrets is going to help them achieve their goal, which of course is going to be making money on line. Again, in this instance, the article also goes the extra mile and adds another word at the end, which is revealed older, zoom in a tiny bit just to make sure you can actually see what I'm showing on my screen. The last word revealed implies that this information has never been out of there before. And you are going to be the first to know about it, which once again is going to give you that knowledge advantage. I'm sure you've seen these type of headings before in the past. And the reason why is because a base on the formula and it works so well. Let's look at one more example as I like to give as many examples as possible just to ensure I'm providing the most value back to you. Here we have this ASCO right here, 50 secrets chefs won't tell you. This one is personally my favorite, as they say, chefs or won't tell you, which kind of implies chefs. I've been keeping this on the low for years and years and years. And today is finally come out in the public. And you can learn what the sequence are. Any avid shape or someone who's looking to learn to cook or just get more handy in the kitchen, is going to be clicking this article faster than I can click the fingers, excuse my bad analogy. But you can see what I'm saying here. These are all really powerful formulas. But hopefully you can see what I'm saying here. This is a really powerful formula that works incredibly well. Moving on to the last one, formula five, this one is a beast and it says, number, crazy adjective, things you should do or know before or after you do something. Now that might sound absolutely confusing is very, very hard to explain without showing you an example. But like we always do just to follow tradition of this video, here it is. If you have the blanks, we have blank blank things. You should blank, blank. You should. Like I said, it's going to be very difficult with understanding our shown you some examples. So let's dive right into the first example. So here we have it. 40 breathtaking places to visit before you die. This one is a little bit dramatic, as it says before you die, but this is essentially what the formula entails. 40 would be the number at the star. Breathtaking would be the crazy adjective. And then the thing to do would be places to visit. And then the last part would be before you die. So that is the whole formula in practice. If I go back to my slides and just show you that once again. So we have the number, crazy adjective, things you should do or know before or after you do something. So you can have either do or know, or before or after. It doesn't really matter, but this is essentially the main structure to the formula. Let's take a look at another example. The nine things you should know before starting your IT career. This one isn't as dramatic as the last one, as it doesn't mention death. It also doesn't have a crazy adjective at the start, but it follows the same structure, which is something you should know or do before you something or do these headlines were really well, especially if you are on the latter end of the headline, aka if you are looking to start a career in IT and you come across a headline like this, then you're definitely going to want to go ahead and click it. And you're going to want to know about these nine things that you should do before you start your new IT career just to ensure that you're the most prepared as possible. So those are the five formulas in a nutshell. To summarize, we had the first one, how to do something in numbers, simple steps. Then we had do something like this expert without this negative. Then a third one was number things I learned whilst doing something. Number four was a secret ways to do something. And the last one which you just run through, which is a beast, almost takes up all the room on the screen. Number crazy addictive things you should do or know before or after you do something. So those are the five formulas I recommend you use when creating headlines. A good tip is to quickly run through all of them before you create a headline and just see if n and m are going to apply to your specific post. As like I said at the start of the video, all of these are not going to apply and you can modify them as longer the structure remains intact. The structure is what generates the results and not just the order of the way you work. Things. That brings us to the end of this video. I hope you enjoyed it and got tons of value from these formulas. And now it's over to you to put these into action. I'll see you in the next one. 12. Headline Generator Tools To Make Your Life Easier (Free): In the last video, we went over five different formulas you can use to create powerful headlines. However, if you ask those struggling to come up with some catchy headlines, then no aria, as I've got your back, as I'll be showing you these two free tools you can use that will literally automatically generate a headline based on the formulas which we've just run through. The first tool, which is this one right here. This one is a little bit more comprehensive than the second one. However, they are both solid options. So let me show you how it works and let's imagine you own a makeup website and you're struggling to come up with a headline that you can use to create content about. Do you can simply come over to this side, which by the way, I will link to in the resources. Similarly, entering your subject, which is going to be makeup in this instance, hit the generate ID button. And literally in just 1 second, it will create a headline for you, which is based on a proven formula. This headline it says why makeups are more painful than stepping on a Lego. Now, if you ever stepped on a Lego, you know, is one of the most painful things out there in the weld. However, this headline suggests that makeup, it's even more painful than stepping on Lego, which is essentially two different opposites. You may have to tweak the headline a little bit just so it reads a bit better. For example, this one should actually say why makeup is more painful than stepping on a Lego. So basically remove that S and change the author is, however, it gives you a good structure and a starting point that you can use when creating headlines. You can also refresh the title to see another one by clicking this button right here. The 11 was makeups in history. I'm personally not a fan of that one. Let's click it again and see what we come up with how makeup can help you survive a filibuster? No idea what a filibuster actually is. Let's go ahead and go for another one. How a government shutdown effects makeup. This one is quite interesting for sure. As a government shutdown literally should have nothing to do with makeup whatsoever. So if you create a headline based on this, people are going to be interested and read your article, will go for one more just to show you how many ideas It's actually comes up with ten Beer's facts about makeup. Every one thing's true. This is a really cool one. I would personally changes to read a little bit better, say 10 BS facts about makeup that everyone thinks is true, that one is just more grammatically correct. But essentially you can see how this tool works. It does all the hard work for you. Just put in your topic and keep it in a refresh button until you find a times where you like, move it onto the second tool which I want to show you now, which is this one right here, rabbit or IO falls at BuzzFeed. Title generates a, which once again, don't worry about trying to screenshot. This will include a link. So you both of these tools in the resources. So for this one, this is more of a generic title generates a tool. You don't get the opportunity to enter in your subject or what your website is about, you simply come over to the website, it will show a title by default, you can change that by just clicking here and just keep going for it until you find any title was you'd like these ones. I would say I probably a little bit more better in terms of how they're written. The faulty free, slowest ponds of your childhood, you cannot change any of his grandma always have read any better than it already is. However, the downside of this one is that you can't personalize it, but of course you can still use these as structures and apply them to your website. For example, let's imagine you own a website about gardening and you sell these lawnmowers. You could say the 43 slowest lawnmowers in all of history. Just because it's not about your industry. It doesn't mean you can't apply to your website and adapt the content to suit your particular audience. These tools are really, really good, especially if you are just starting out with copyrights in, as the more you use these tools and the more well-written headlines you see, it's going to automatically help you create better headlines going forward in the future. 13. Headlines For YouTube Videos: Hello and welcome back. I've received a few messages from students saying that these formulas are really good. However, do they only work on websites, or can you use these formulas on other platforms as well? Well, the answer to that question is yes. And people are already using these formulas on massive platforms such as YouTube. In this video, we'll be heading over to YouTube and I'll be showing you some live examples of how some big accounts are using these exact same formulas. Because these literally are just formulas. They are universal and can be applied to any platform out there. That's Youtube, tiktok social media links in. The formula doesn't differ. So here we are on YouTube. I typed in 10 mistakes that sellers do or resellers. I can't remember why she searched for, but here we have some results of different videos. We have the first row at the top which says ten mistakes resellers do. Now I'm going to ignore this one as a new video only came out one week ago, but below that we have one that came out three years ago. It says ten common mistakes salespeople make. This is literally copywriting, word for word. The title starts off with a number, which of course is number 10. Then they include a power would or an objective. They both mean exactly the same thing. Then they go into say it, mistakes that people make. If you are a salesperson, you're obviously going to want to click this video to figure out what are these common mistakes are so many people are making the word common in its title is really powerful and gives a headline a bigger punch as the word common implies that a lot of people on making this mistake, which if you compare this title to the one above, you can see for yourself which one sounds more appealing. Ten mistakes resellers do. I mean it's a decent title? Or ten common mistakes salespeople make. This one is way more relatable for the majority of people. We can keep on scrolling down and get other examples as well, such as the 12 most common Amazon FBA mistakes to avoid Viral Launch. Viral launch is just a name of a YouTube channel, but you can see you've got the same strategy and formulate the following right here, the 12 most common Amazon FBA mistakes to avoid. We've got another example right here, top ten mistakes Resellers make. Again, it's a decent attempt, although it could be a little bit better. For example, look at this one right here. Tend to mind-blowing mistakes. Sellers make selling on eBay. If you ignore the selling on eBay part, the first part of the title, ten, mind-blowing mistakes sellers me, this is still way more punchy and more powerful than top ten mistakes Resellers make simply because these ones are mind-blowing mistakes. Using powers and objectives are so effective and you can see literally, those are people who are using these same strategies on YouTube. So this is just for this search phrase. Let's go ahead and look at a novel one. We've got surprising lesson from 100 days of rejection. I'm a really big fan of this headline as it starts off with a powered, surprising lessons, which implies that are people actually know about this. And then it goes on to talk about the main formula which is Lessons from 100 days of rejection. So the headline instantly provides value as you get to learn from this person's lesson of what a 100 days of rejection. Which if you remember from my previous video about formulas, this formula number 3, number thing that I learned while doing something, which it is incidence is surprising lessons from 100 days of rejection, The same applies again, if you keep scrolling down their results, you'll find more examples of when people are using the same formula. We've got, if you've ever been rejected, then watch this. So again, this is playing on the formula of learning from this person's personal experiences. Let's go to another example. We've got these two videos right here. This was actually really interested in the both from the same account. Will John, we will join. This one came out two years ago and this one came out free as it goes. So this is one year older than the top one. However, the main thing which I want to focus on is the amount of views both of these videos have. That's one has just over 0.5 million views, and the bottom one has a massive 10 million views. Now both of these times was actually very, very similar. Top five ways to increase stamina and endurance. Run longer football, soccer. Top five secrets to run EM Forster, how to run faster, increase your speed. So this one is more about increasing your stamina, and this one is more to do with speed. However, the headlines are structured very, very similar. The only difference between the two is at the bottom and uses the word secrets in it, as I was saying in the previous videos, secrets is an insanely powerful word to include in your headlines as everyone wants to find out secrets. Secrets was actually strategy number 4, which I showed in my formula on the previous videos. But just to clarify, I'm not saying this video done way better just because it had the word secrets in it. Literally be because this video is more popular than this one, as more people are interested in learning how to run faster than actually learning to increase the stamina. However, one thing which is certain is when you use the word secret in your headline, you're going to get a better result than if you did not include that word. And here's actually a novel example of that. Let's video here has 1.5 million views. This secret, it starts off with the secret, and this time the word secret is in capital letters as well, which helps us than that even more from the headline on the whole. Let's look at one more example. Now, I searched for how to sneak friends into the movies. Which is just another weird thing I carried out a search for. But as you can see that all based on the same formulas, once again, 20 ways to sneak friends into the movies, 14 ways to sneak frames into the movies either exactly the same titles. Only difference is this is 20, this is 14 ways. And they've actually put sneak friends in capitals and the word movies. We've got some titles below 12. Weird ways to sneak candy into the movie theatre says based on the same structure of the video, how distinct things into the movie, but this is weird ways is neat things in which is going to automatically generate more curiosity as people are going to ask themselves, what are these weird ways? Out of all of these headlines we can see here, this one is personally my favorite and now she has the most amount of views at 41 million, which is absolutely insane. It says 51, weird way. So sneak candy into the movies and how to not get caught, lost or dropped, food wins. I personally would take off the last part where it says at last to jot food winds have in 15 weird ways to sneak candy into the movies and how not to get caught. That is absolutely perfect as how not to get caught. Well, that is the main reason why you went to sneak into the cinema in the first place as you don't want to get caught. So it just further confirms that this is the right content for you as if you want to sneak into the movie. Well, guess what? You probably don't want to get caught. And these are also opposites as well. Sneaking into the movie should not be associated with getting cool as you're sneaking into the movie. So again, this is kinda like two different formulas in one, a really good job and is shown for the amount of views they have. So hopefully this video gave you an insight into how these formulas can be applied to other platforms as well. And YouTube is actually the second biggest search engine out there after Google. And it just goes to show that people on YouTube are fully aware of this and they're taking full advantage of these formulas to generate the most amount of views possible. So if you do have a YouTube channel, I highly recommend you also apply these formulas. So all of their headlines going forward and trust me, you're going to be surprise, add the increase view your videos are going to receive one final thing to note, which of course is really important when it comes to youtube is the image you use for your video thumbnail. Ideally, you want to make sure your video thumbnail matches up with your title. So as you can see, these videos are all about sneaking people into the movies. And the thumbnail has these two people right here have a ticket to the movie icon. If you hover over the image, plays the video, but you can see you've got a couple on the left-hand side. Well, I believe there are a couple of holes in it, sticky and a box of popcorn. And then on the right-hand side of the image, you want someone's head under a tau, which of course is being hidden by their friend to sneak into the cinema. So do make sure your thumbnails tie up with your titles. That should be a given. But the more effort you put into your thumbnails, the better they're going to work with your headlines, and the better your video is going to perform on the whole. That's it for this one. And I'll see you in the next video. 14. What We're Going To Cover In This Section: Copyrighting for web copy. In this section, I'll be showing you the secret to keeping your reader on the page. This is really important as we've already covered headlines in the previous section. However, no matter how good your headline is, if your content is actually good in itself, then the reader is just going to click back and find another website. So known as keep the reader on your page is absolutely key. I'll also be going over how you can make your reader feel more involved in your copy as well as if you don't do this. And once again, your reader is just going to hit the back button, go back to Google and find another website. In this section, I'm also going to be going over what we call messaging hierarchy. This is going to help you tremendously when it comes to shock you in the copy on your website and will literally allowed to structure your copy on your website, lacA professional without any difficulty. And lastly, I'll be showing you how you can write more conversational copy. This is really, really important and not sloppy will actually cover it. But essentially in a nutshell, if you are copied Doesn't sound conversational, then you're just going to push the reader away and you're ultimately going to sound like a robot. So I'll be showing you how you can prevent that in this section coming up right here. So let's get started. 15. The Secret To Keeping Your Reader On The Page: The secret to keeping your reader on the page. In the last section, we looked at how you can create headlines which grab people's attention. So now you know how to do that and you cook your reader's attention, you're probably wondering, well, what next? Well, we can't just ignore the rest of the copy on our website. And we've got to keep holding onto the reader's attention as if we don't keep our readers interested. They're just going to close our website and find that novel one. So in this video, I'll be showing you how you can grab your reader's attention from the moment they land on your page. Because in reality you have less than three seconds to impress your reader before they go ahead and find another website, there are two strategies which I'll be covering in this video. And the first of those is the inverted pyramid strategy. The inverted pyramid structure simply means place in the most fundamental information in the lead paragraph of the content. And then rearrange in the remaining these cells from most important to the least important. Let's look at a visual representation to see exactly how this would look. So imagine this triangle on the left is your consent that software the triangle would resemble the star of your content. Here you'd put your most important information at the top. The middle of your triangle would contain the main bulk of your information. And then lastly, towards the bottom of your content, you'd have the least important information. The theory behind this strategy is that you don't just get to the point, is that you start with the points. For example, if you own a blogging website, which is all about travel, and you have an article on your blog about the 10 best hotels in London. Then donuts are the article waffling about London, the population of London, how many training sessions or in London to then get into the best hotels? Literally start out the article with a very small opening paragraph and then quickly list out the best hotels in London. Give people the information they're looking for as quickly as possible. Strategy number two, star of your copy with short sentences, each line is designed to lead your reader onto the next line and so on. It's almost as if they are reading a story. However, the key is to keep your sentences in the opening paragraph as short as possible and as snappy as can be as high as naturally going to make it easier for the reader to continue. Short sentences are easy to consume. They don't require any mental efforts have read, you only have to quickly glance at it to absorb its meaning. And this is a trick used by the weld best copywriters to basically seduce people into reading more of the words. Take what you can see on my screen as an example, I've structured this slide so that every sentence is on his own individual lion and are really short and snappy. However, if I was to change the formatting of this, and instead of having short sentences, combine all of these into one paragraph. Like so you can see is not as easy to read on the eyes and it's a little bit more intimidating and you're less likely to read this paragraph in comparison to what we just came from. And the reason being is because psychologically war program to avoid things that are mentally consuming. To become a great copywriter, you want to remove any instances of copy that are deemed as mentally consuming to read. These tiny, tiny little tricks can make all the difference and make your copy way more successful. Let's take a look at some examples on some live websites now and move away from the PowerPoint slides. So here we are on this website by enchanted marketing. This is actually a blog post on how to write better copy, 5 shoot tips from legendary copywriters, the person who actually writes his art, who is also a very, very good copyrights. You can see the first line of the copy is literally 12345 words. That is in the second sentence is even shorter, forwards, then it goes up a little bit, I believe, to nine words. But you can see how easy is this to read if you come across this article, is very likely that it's going to be very easy for you to read. You're not going to find it mentally consuming as you're not seeing a massive wall of text in a big paragraph is actually broken out line by line, short sentences, and it flows really, really well. To further prove that, Let's give it a very quick read. I had an irreverent streak. Just asked my dad, he'll tell you, I've always done my own thing. For instance, rather than studying something useful like medicine or mass, I left home when I was 17 to study Chinese. It's almost as if I'm reading a story and I want to continue. However, if we compare this article once again about copyright. So another article and exactly the same topic, copyrights in this article, actually on Forbes. You can see straight away, they have this massive paragraph right here in the opening. They've got another big paragraph below. We scroll down below this image. You can then see sought to break out a little bit by using numbered bullet points. However, the opening of this is very, very daunting and way less likely to read this as visually, this seems way more mentally consuming, even if a copy itself isn't actually that consuming, the way is presented makes it less appealing. I have read. Let's go ahead and take a look at another example. This time we're going to change the topic. This is an article on a website by tell. It says 50 actionable tips to get your website added to Google News. Notice how he's using one of the formulas we covered in the previous headline, the video 5 actionable tips to get your website at. It's a Google knew so well, I don't know if we're using a really powerful headline, but that's not the point of this video. If we scroll down and look at the first opening lines, you can see once again now very short and very punchy. You can get thousands of clicks to your site from Google News. And you don't even have to be a journalist, smart bloggers and you publish it. And digital content marketers already tapped into this huge resource for targeted traffic and better search engine visibility. It reads really, really nice. Now let's look at another example on the same topic of getting an art school included in Google News. And we'll be looking at this website to compare alexa.com. You can see it's all about Google News. And once again, we've got this massive, massive war of texts to big, big paragraphs. It's not broken up at all. It doesn't contain any short sentences whatsoever. So if I'm interested in getting my site at, It's a Google News. Have a guess which article I'm going to read. Well is not going to be this one, is definitely going to be this article right here by Neil Patel. So now you know the two strategies involved for keeping readers on the page. Just to clarify, number one was the inverted pyramid strategy, and number two was starting off with short sentences. I encourage you to have a go at this, review your blog post or your copy on your website, and see if you can pull out any sentences from an in your opening paragraph to make it more short and snappy and generate more of an impact. And of course, make sure you apply the inverted pyramid strategy 2. I hope you enjoyed this video and got some value out of it. And I look forward to seeing you in the next video. 16. How To Make Your Reader Feel Involved In Your Copy: How to make your reader feel more involving a copy. If you have an amazing headline and amazing copy, your reader is going to be glued to your content. However, instead of just getting them to be glued to your content, what you want to do to take your copy to the next level is get your reader to be involved as the best copy out there is copy that makes your reader through involved. So you're probably wondering, well, how do I get my Redis it feel involved? And the best way to achieve this is by asking questions. Asking questions subconsciously forces your reader to come up with an answer. Psychologically, we can't help ourselves. When we come across a question, we can't help but think, what is our answer to that question? You may not even be aware that you're doing it, but trust me, it happens to a lot of us. You could be walking down the road and someone could walk past you and also question, I wonder what time is next thing you know, you're looking down at your watch or your phone to figure out what the time is when you include these questions into your copy in the right way, it's going to convert your copy from standard copy and make it read more like a conversation, which is going to get the reader more involved as you're essentially having a dialogue. Let's head over to my browser and I'll show you some real examples of how websites have doneness really, really well. So I'm on its website called flex jobs.com. They have this art school, about ten signs that it's time to find a new job. Once again, they are using one of the formulas we covered in our headlines section of the course, which is good to see. But essentially this article is all about signs you should be aware of when it's time for you to find another job. The first sentence of the art school says, thinking about leaving your current position, but not sure you've got a good enough reason to jump ship and start looking for a new job? Question mark, nervous at the economic impact of the pandemic, maybe opposition in jeopardy. Again, another question, how do you know when it's time to find a new job? Question? The first paragraph says, thinking about leaving your current position, but not sure you've got a good enough reason to jump ship and start looking for a new job. Nervous or the economic impact of the pandemic, maybe putting your position in jeopardy. How do you know when it's time to find a new job? Literally, the first paragraph is full of three different questions. I'm not sure about you, but as I read those questions, it had me thinking about the answers to those questions. For example, the last part said, How do you know when it's time to find a new job? As soon as I read that I was thinking, I don't know. Is it a case of unhappy and my current job, I want more money. The star font, nice. I don't enjoy my team members. I don't get on with anyone. Was I was reading this. All these questions were going on in the back of my head, which automatically gets me more involved in the copy as it fills that someone is actually speaking directly to me. Whereas if we compare this art school to another article on this website by career attraction, again, is on the same topic of signs that it's time to find a new job. This one doesn't ask any questions whatsoever. It just goes on to say there was a time when people regularly stay with the same employer for decades show people were fired and transferred while others would leave for baba, baba, blah, blah, blah, blah. I don't feel any connection whatsoever. And believe it or not, this is actually what so many websites do. And from a reader's perspective, this is not as appealing. Let's compare this to another article which once again is on the same topic of sines to find a new job. We have this one right here, 11 signs, you need a new job. The first line or the art school is a big question right here. Does your job leave you feeling unmotivated? You may need a new job. Is your career moving in the right direction that you hoped? Do you still feel challenged or do you say Sunday night or Monday mornings with trepidation hoping the dazu pause quickly so you can make it to the weekend. Again, the first paragraph contains tons of questions, and it's also a big question right here at the top. This is getting me way more involved and way more engaged in comparison to the one we just looked at. So hopefully you can see just how well adding questions into your copy can take your copy to the next level. What's important to know is that questions can only be added into the main body of your copy. You can also include questions in the main headings of your article. For example, we have this one right here. Can spend in less time at work, make you more productive. Or how about this one here? Do you want to keep your customers forever? That is such a bold statement to have as a headline of art school. And when it's a question, guess what, those two things together or like a magic formula and is going to boost engagement of your content. Here's another one. Should I get married? Once again, that is such a bold question and it's the heading of this article. There was a reason why so many websites are including questions in the copy and the headlines. And it's because it works so well. However, if you are interested in taking this further and really applying your copywriting skills to become the best digital marketer than what you can do is include questions around your call to actions. Let's take a look at these free websites I have opened in the last three tabs to show you exactly what I mean. The first website is this one right here by Neil Patel. Neil Patel essentially operates a website which is all about SEO and generating more traffic to your website. He has a massive headline at the top of his homepage that says, do you want more traffic? And then below that question, he has a box where you can enter in your website URL, which is basically a lead magnet, where if you enter in your website, he will then have a record of that which he can use to market to you in the future, including questions around your CTAs is going to boost the number of people that actually complete that action. Which in this instance is entering a website URL as if I'm on new Patel's website. I'm clearly interested in generating more traffic to my website and now see a question asking me, do I want more traffic? Yes, yes, yes, yes. Here's my website. Take my email address and let's get started. Let's take a look at another example. Now, I was on this website called graphlab.com earlier this morning and this email opt-in came up, get my five-day email funnel that generated $400 thousand from a single launch. Want to email sales funnel that's already proven to work. A question. Hello, The question, what do we have? We have another CTA, yes or no. You go ahead and sit, which is relevant to you. But this website is also using questions around the CTAs. Here's one more. This was a website I was on once again, cool. Larry law.com. The whole website teaches people how to become better law students and learn all the soft require to pass the exams. He has this big pop-up on his website. He says, am I doing law school right? How do I sound small on a coup? Do I have to brief cases? What is my professor hiding from me? Which if you didn't realize these are the questions that is audience typically have. So instead of having just one question, he has four questions which are the most frequently asked questions he gets. And then below that, he says, get all the answers in Larry's Law of Free, Ultimate Guide to law school success. Entering your email, your name, and then yes, I want answers. And then of course you will then get He's PDF, EBIT, whatever it is that has the answers to these questions. Can you imagine being a law student and you want to find out all the answers to these things. And you'll add on an emo opsin like this. This is why this strategy works so well, is because the people who are reading it are going to be subconsciously trying to figure out the answers to the questions you're asking on your site before you move onto the next video, I encourage you to review the copy on your website and see if you can improve any of it to include more questions to help get your readers more involved. As always, I'd like to provide as much value as possible in my courses. So I've uploaded a PDF in the resources, which contains a list of questions that you can ask in your copy. You can refer to it as a cheat sheet if you wish, but hopefully that will help you get your creative juices flowing. And trust me, once you start to include questions in your copy, is going to become second nature. That brings us to the end of this one. I hope you enjoyed it and got value from it. And I'll see you in the next video. 17. Messaging Hierachy - Structure Your Copy Like A Pro: Have you ever sat down and began to write some copy? You know what you want to say, but you have no idea how to order your messaging and structure in the best way. If you have, then don't worry as you are not alone, is a common problem, which is amongst all copywriters out there. They're unsure if they should structure the content like this in free paragraphs or should they break out into four paragraphs and rearrange the texts in a different order. However, there is a strategy you can use to organize your copy and piece it all together to ensure is structured in the best way possible. And that structure was created by the infamous copywriter Joanna weep. And the structure is called messaging hierarchy. Message in hierarchy is basically a way of anticipating the questions that your customers are going to have in their head when they land on your website and scroll down the page. I've been using this structure on my own website and all of our client websites too. And we've been getting some amazing results. So allow me to give that some more contexts. Typically, when we land on a website, we all have this full process going on in the back of our head. The first thing we think of when we land on a website is, what do you do? What is the whole purpose of this website? What is a service? What are they offering? Once we know that, we typically ask ourselves, okay, so why should I care? Then when the website tells you why you should care, which is typically going to be the benefits of the service or product. We then move on to our third typical for which is, okay, so how does this actually benefit me and benefit my life? The next four we have after that is, okay, that's good. But what do others think as humans, we always like to make a decision which others agree with as well as humans, we seek reassurance to know that we are indeed making the right decision. And then once we see something which convinces us, which is typically going to be reviews, we say, okay, I believe you now what The last part then, now what is so, so important that it's essentially going to be your call to action, where you get the person to take the action that you would like them to do, whether that's purchasing a product, signing up for your email list, or inquiring about your services, you always need to tell your reader what to do next. As if you don't, in the word of the famous copywriter, Brian o'clock, he says, if you forget this step, then it's almost as if you're inviting someone into your house and then slamming the door in the face or kicking them out of your house before they even get a chance to step in. Let's go over to my browser and take a look at some examples online to see how you'd put this into action. So here we are on the homepage of Trello. You don't know actually, I'm not even going to explain what Trello does. Let's go through the website following the structure which we just ran through. Which it Just to clarify once more, is this five-step process that we have. So what do you do? So instead of me explaining what Trello does, let's see if we can figure it out. Trello helps teams move, work for it. Okay, that's a little bit brief. Collaborate, manage projects and reach new productivity peaks from the high rises to the home office. The way your team works is unique, accomplishing with Trello. So that's a little bit more detailed than the main headline is clear that Trello is some sort of software or a tool which helps me collaborate and manage my projects. So the first has been covered. We know what they do. The second, why should I care? Well, that was also actually explained in this as well as if I care about this, then I'm able to reach new productivity peaks, which is great. So that covers a second. Now the third, how does it benefit me? I know it allows me to reach new productivity peaks, but how is that really going to change my life? What we keep on scrolling down the page, we can see what other copy they have. Features to help your team succeed. The board is just the beginning, okay? Cards contain everything you need. Okay? No code automation. This is quite nice. So now I have to code anything whatsoever. I could just use all of their feature that can put all my different projects onto cards and very easily see all of them in one go. That's very, very nice. I can also integrate top work tools as well. So instead of having Google Drive, dropbox and select, I can integrate all of them in one place. That's really cool and it's definitely going to make my life easier. So Trello has done a really good job of highlighting the benefits of the product and now into my next full process. Okay, That's all seemed absolutely amazing. But what do others think of the tool? If we go back to the page and then scroll down, you can see what did they have hair, they have a whole dedicated section for reviews that you have a saliva as well to show it as multiple reviews. Very simple to use, great automation and keeps me on track with all I need to do. I also like that it can be shared with others. Okay, So this person is IT project manager? And they also think that it's great. So that's reassuring to know. And the fact that there is more than just one review, this adds even more reassurance. The fifth and final part of my thought process is, okay, I believe you now. So what do I need to do now? What if we go back to the page and scroll down, you can see the final thing on the page. It says, sign up and get started with Trello today, a weld or productive team awaits entering your email and sign-up, which of course, this is the main call to action. So can you see how powerful this page is? It is literally structured in the best way possible. There is no doubt whatsoever where certain parts of this copy should be, should the CTA be at the top, should it be in the middle? Know is an absolutely the right and the perfect place. Let's take a look at another example now to see how this also works in practice. So I'm on this website right here, M Help Desk. So my first question in my head is, well, what do you guys do? Well, they are the fastest, easiest, and the most powerful field service management software that is very bowed straight to the point. I know exactly what they do. Okay. So why should I care? Well, M help desk is the only one service companies software solution that can turbocharged or slow, repetitive and manual processes. So you can focus on what really matters. Okay, cool. So I can get rid of all of these boring stuff. The manual work, which allows me to focus on what matters most, which is going to be cells. So that's why I should care. So my next natural fall is, okay, how is all of this going to benefit me? If we scroll down the page, you can see it says automate your business, automates your customer contacts, scheduling, communication, billion, and everything in-between. Oh, cool. So if it's automated, I don't have to do anything. I can save way more time. That is a big, big benefits and me. But before I get carried away and I think this is the best thing ever, what do other people think of mHealth desk? Oh, we have a whole section right here which contains free video reviews or testimonials, whichever you want to cool them. So I could watch all of the video testimonials, see what these people have to say about it. So I'm pretty much, I'm going to be convinced that these people also think that tool is amazing, just like I already do. So now on basically sold, what do I need to do next? You keep on scrolling down to the bottom of the page. They've got a whole dedicated section, which the main call to action here is for you to book a live demo. You've got a personalized on board in a live demo, the best practices are live demo and a data migration, live demo as well. What's also really good about these CTAs that have actually added some texts above the CCA above the button. And if you've read what it says for this one, for example, for the best practices, you don't need to start from scratch with M Help Desk will share all the best practices used by our most successful customers. So instead of me trying to figure out what is the best thing to do, they're already going to show me what the best things are based on the most successful customers that is going to make my life way more easier, which again is another benefits of me. And as further confirms that this is a tool that I want to be using, Hopefully you can see just how powerful this process is when you actually implement it to the copy that you have on your website. Before you move onto the next video, I encourage you to take a look at your own website and see if you can reorganize a copy in a way which is going to make your message in more persuasive based on the typical questions that people have in their head when they land on your page. That brings us to the end of this video. Once again, I hope you enjoyed it and I'll see you in the next one. 18. How To Write Conversational Copy: How to write conversational copy. Conversational copy has become the language of business. Not only is it easy to understand, but it helps build rapport with your reader and therefore makes what your writing sound more natural and more credible. In this video, I'll be walking you through my four best tips to write, conversational copy. So first up, number one, right? Like you speak, imagine you're having a coffee with your best friend in your favorite local coffee shop. And you're telling them about all the benefits that your digital marketing agency provides to businesses. So maybe you offer web design as one of your services. You'd probably say to your friend, I designed beautiful websites or grab people's attention. And also ensure the sites that great on mobile devices too, which is perfect. It sounds great. A straight to the point, and it sounds like something you'd say in a conversation. However, when it comes to writing that on your website, what a lot of people do is actually fro the conversational copy tone out the window and it literally start talking like robots. They'll say something like, I designed beautiful responsive websites that are interactive and captured. Use the tensions no matter what page you're on for an optimal experience. I mean, no one talks like that in real life. So why add that to your website? As soon as this happens, your copy becomes useless and make certain things almost impossible. This is a mistake. I see a lot of copywriters make. Number two, right? For one person, you want to avoid writing for the crowd and instead focus on one person. Why? Because you want your readers to feel as if you are talking to them personally. So this means avoid saying things such as if any of you would like to read more and replace it with if you would like to read more. This makes the sentence way more personal and it's way more likely to resonate with the reader. So focus on one person. So number three, keep the language simple and avoid any jargon. So a lot of people tend to think that adding in big complex words is a great way to show that they're educated and as a result, they must be clever and provide a really amazing service. However, it's actually the opposite. And what it does is it literally puts potential buyers off who don't understand what you're saying. It can all come across as jargon and alien language. So don't try to be clever and keep things simple. For example, let's look at how this would work using a different few words. So in the table I have two columns. One column for complex words, which is words that a lot of people tend to use in their copy, whether that's on their website, blog, post, service pages and so on. And what we're simply going to do is convert these complex words into more simple words. So for the first word that says participate, I would actually exchange that for a more simpler word and simply say take part as participate means take part in something, right? For the second word, optimum, I would change it out for best. Best is straightforward, It's really direct and everyone understands what best means. Reverse engineer can be another complex word. So y over complicate things and say reverse engineer when you can simply say review. I used to do this quite a lot when I used to run my agency back in a day. So clients, we reverse engineer what the competition is doing and we apply these averages to your website when in hindsight, it wasn't the best thing to do or I ended up doing was confused in my potential clients. And they were just like, What do you mean by reverse engineer? So I kind of broke down my language a lot more. Sort of saying reverse engineer the top sites on Google or reverse engineer the competitions ads, I would simply say, I would review the competitions, adds, see what's working great, and then copy that and apply that to your campaign to that resonate better than saying reverse engineer. But like I said, I tried to sound quite clever upfront, but oh, it did was cool doing more harm than good. So for the next word that says leverage, I would change this out and say use instead a much simpler term. And for the last word which says advantageous, I would change this out for helpful. As you can see, the words on the right column are a lot more simple, very easy to understand, and they're going to resonate with a lot more users on the whole. My fourth and final tip is use contractions. A contraction is simply a shortened form of a word. So instead of saying we are, you simply say where instead of saying she is, you would simply use She's. Instead of saying you will, you will simply say you. Instead of saying or not, you'd say aunt contractions is actually how most of us talking real life. So using contractions in your copy is a great way to engage with your reader to help give you a head start on some contractions you can use. I'm actually going to include a list of them as a downloadable resource to this video. So you don't have to go out there spending ages figuring out what contraction should you can use. I've already done all the heavy lifting for you. So in summary, if it sounds like writing, re-write it, that is probably the best bit of advice I can give you when it comes to writing conversational copy. If you follow this and apply it to all of your copy, then your copy on the whole is going to engage with way more readers and is more likely to generate more conversions. I'll see you in the next video. 19. What We're Going To Cover In This Section: Copyrighting for cold emails. In this section, I'll be going over the background and the main strategy of how you can crystallize your objective. This is super-important as if I'm not clear on your objective from the start, it's going to have a big negative impact on any copy you right? I'll also be going over how you can create effective email subject lines as well. This is possibly one of the most important elements when it comes to sending cold emails. If your email subject line is in compelling, Well, no one's even going to open it and read your copy in the first place. And of course, once you covered email subject lines, I'll be showing you how you can apply copywriting techniques to the e-mail body as well to ensure you generate the best response possible from any code e-mail that you send. I'm also going to give you access to a PDF which contained 188 span words that you should avoid saying in your code. E-mails include these fan words in your e-mails and is going to have a negative impacts on your campaign. So without further ado, let's dive into the first video. 20. Crystalize Your Objective: Crystallize your objective. Before you start crafting your e-mails, you need to determine what exactly you are trying to achieve. The more clear you are on this, the better the results you're going to achieve. So before you do anything, start off with asking yourself, what exactly are you trying to achieve? Maybe you're trying to schedule a phone call with a prospect. A prospect being the person who you're sending your email two, or maybe you're trying to increase their awareness of your new SaaS product which you've just launched. Or maybe you're even trying to secure a partnership. You would approach all three of these things in three different ways. Which is why it's super important to be crystal clear on your objective. Simply put, the goal of your campaign is going to define your messaging. Once you've clearly defined your goal, the next thing which you want to define is what we call your tonality. Your tonality is essentially the same English that your prospects are used to. Let's imagine you want to send an email campaign to tons of roofing companies in your country? Well, typically speaking, roofers are more laid back and more informal. So if he's a craft, an email to a list of roofers, You don't want to be formal in the body of your e-mail as you're going to stand out like a sore thumb, you're way better off using the language that your audience is used to. Which when it comes to roofers, is pretty much laid back and chassis. However, if you send in an email campaign to maybe a law firm, for example, then by the foe, law firms are way more professional and way more formal. So as a result, your email should appear more formal and get straight to the point and skip out any woeful which you may get away with. If you were to reach out to a roofer, it might sound a little bit straightforward, but trust me, I see so many people get this wrong. They'll send a formal email to a roofer and the roof, or just read the email like, what's this guy talking about? And vice versa, a law firm will get a really lay back chatty email. And the law firm is going to be like, well, this is not that professional. So let's move this email to the junk folder. So make sure you spend some time figuring out your tonality. If you're not sure what tonality your industry uses, then these are my four tips. The first is to read industry-specific blogs. So this would essentially be a blog on our website which is related to your specific industry. Aka if you are targeting roofers, then what you want to do is read some of the biggest roof in blogs out there to understand is accurate terminology and the English this industry uses. Another example would be read in industry specific forums, pretty much the same as a blog example above. However, this would be a forum typically speak in a form is going to be more accurate than a blog. As in a forum, you're going to have people or the same industry or interacting with people. Whereas with the blog issue's going to be one writer. However, they're both really, really good suggestions and I recommend you use both of them in hand in hand. A third option you could use is relevant Facebook groups as well. Facebook groups are a goldmine is kind of at the forum idea. However, instead of having that discussion in a forum, you could find those discussions in a Facebook group. The last one is the watch industry specific YouTube videos. So once again, the clear pattern and trend for all of my points is to ensure they are industry-specific. If you do all four of these things, you would definitely understand the language of your audience and help you tremendously when it comes to getting more responses. So to summarize, determine your main goal by crystallizing your objective, and then determine your tonality. Those are the two things which you want to do from day one. That's it for this one. And I'll see you in the next video. 21. Creating Effective Email Subject Lines: Creating your subject line, your email subject line plays a massive role in the success of your campaign as it essentially determines HOA email we'll even get opened. What you need to bear in mind is that not only are you competing with other sales reps in the inbox, but you're also competing with hundreds of other emails from the coworkers, employees, and even advertisements to all trying to grab the attention of the prospect you are e-mailing your subject line. As a result, Nice job grab their attention. There are quite a few methods you can use that work, so let's run through them now. The first method is personalization, meaning you need to make the subject line personal to the recipient you are emailing. A great way to do this is to simply include the firstName in the subject line. Most emails from cells red and their co-workers. They won't include the name in the subject line. So if you go ahead and do this, you're going to stand up by a model and automatically grab their attention. We all obviously an unnamed mentioned somewhere, right? What better place to include it in the email subject line. Some examples of how you conclude the name in the email subject line. Naturally, our firstName, can you spare five minutes? Or you can say, can you handle another five projects? Firstname, obviously you'd replace firstname by the person's name or actually emailing. So for example, if the person was called, Simon would say, Simon, Can you spare five minutes or can you handle another five projects? Simon, the most important thing to keep in mind is that you wanna make sure to subject line reads naturally. Keyword being naturally, the worst thing we're gonna do is go out there and compose an email which doesn't read naturally, but has the first person's name in it as that defeats the whole point of using this method. The second method is mutual bait. So if you're in the person you are e-mailing, both have a mutual friend. Dropping that person's name in the subject line can increase the likelihood of your e-mail getting opened as that mutual person's name who instantly make the email term from cold to warm. Now, trust element added to the subject line. Examples of mutual based subject lines would be mutual connection name said I should get in touch, or I was speaking to a mutual connection name yesterday. So again, obviously you to replace mutual connection name with the actual person's name. These are great ways to name job. Just make sure if you're using a format that is true as we don't want to mislead the prospect because as soon as we do that, we're going to lose a troughs and allows me to lose the deal. Method number 3, huemer. Another great method you could use is humor. It can work extremely well if you get it right. Everyone has a different sense of humans. So if you opt for this method, don't get to niche down with Hema, keep it generic so it applies to a wider audience. Some examples you can use, a duck walks into the bar or you can't bite us when Amazon both have humor in a subject line and also gauged curiosity, which is perfect. You can even go one step further to and include the firstname at the beginning. So you can say firstName, a dog walks into the ball, or firstname, you can't buy this on Amazon. This makes it more personalized as well. Method number for the snippet. E-mail typically show the first few words of an email without you having to open them. Keep this in mind when crafting a subject line and be sure to raise curiosity examples. If you had a magic one. Did you know both of these inclined able to read on as a now intrigued. Think about it. If you had an email come into your inbox and the subject line said, Did you know are you going to open it? An unfortunate I would because I want to know what do I know just to make sure I know what the person is talking about. So it's a great way to engage curiosity and to get the e-mail open. Method number 5, make an effort. This method, by nature, it requires more effort than the rest of them as it involves you do in a bit of research, which will then highlight in the subject line. So let's imagine you run a social media agency and you want more clients. You can reach out to approximate and say, competitor a updates or Twitter profile four times a day. A really good one, as I mentioned in one of their competitors. So it shows you done your research and you're also putting out what the competition is doing. Again, we showed you done more research. So a double tick for this one. So let's go for another example now. Let's imagine you're reaching out to an e-commerce store and you're trying to build a network, you can say unique gift idea, customers will never forget. This is perfect as it shows, again, you've done your research into the costumers and you have a clear understanding of what the customers would potentially be interested in. You also stay in that they're unique, which means if you sold it to them, they would have another USP method, number 6. Experiment. Don't be afraid to experiment and include emojis in the subject line. Actually becoming more and more frequently these days, you can try something like, I've got a question for you and then have the raised a hand emoji. Or if you really want to experiment, you could try send in a subject line literally just saying, no subject. This is super intriguing as a person might think, hey, what's this? However, they might also think, hey, this is spam. So be sure to test it and see what works best for your industry. The latter subject line didn't produce great results for me when I tried it. But I know someone who used it and manage the land is 650 a client from it. So it's all about testing what works best for you. There's no right or wrong. It all comes down to the industry you are targeting. So now we've gone through six different methods you can use. I'm just gonna go through free pro tip use to keep in the back of the mind whilst crafting your subject lines. The first is be genuine. Ask yourself, would you open an email that had this subject line make 100 K in to mumps fast, or I promise you this will work. The answer should be no. Don't use subject lines like this when emailing prospects. They are misleading and it will not get opened. Now most likely get moved to spam, which is actually going to hurt your email deliverability in the future. Pro tip number 2, length. When it comes to subject lines, you want to make sure you keep them short. Most email subject lines in a real world ASU, so you want to fit in and look natural. Most cells emails are really long winded in a subject line. So we want to avoid looking like ourselves e-mail and we want to keep it short to be fair, long subject lines should end up getting cut off. Anyway. Research shows around 41 characters is an optimal length for a subject line. Pro tip number 3. Casual, avoid capitalizing every word in your subject line. It's unnatural and it rarely, rarely happens in a real-world. Remember, we want to fit in and not stand out. Here's an example. So exactly the same subject line, firstName it can you spare five minutes, but as you can see in the bottom one, each letter on the front of each word is capitalized. We want to avoid this as it doesn't look natural. Okay, so now we've gone through to subject lines in depth. It's time to dive into the actual e-mail body itself. I'll see you in the next video. 22. Creating Your Email Body: Email body. There's multiple strategies you can utilize when crafting your email, buddy. I'm going to go through six. I recommend you use. All six of these strategies had been tested and are way more likely to increase the chances of getting the prospect to do what you want them to do, whatever it has, booking for a demo or jumping or phone cool. Some of the strategies won't be a good fit for your specific industry. So it's a good idea to watch the whole video and then pick the ones which you shall be most effective for your business and your main goals. Do you bear in mind? You are going to want to test different methods as you start scaling up your code emo efforts. So without further ado, let's dive into the first method. It's a method number one, the BAP modal, BAB stands for Before, off the bridge. Before beam has higher world is now off the beam. Imagine what the world would be like if we solve this problem. Bridge head, how we can get you there. So the EMA would essentially start off by describing a problem that is relevant to your prospect. And then you describe how the world to be different. It, that problem didn't exist. Close by explaining how your product or idea and service can help them get there. So why does this work? So according to behavioral psychologists, humans are motivated to take action by two things, pleasure and pain. That bad formula uses this university will trigger to compel readers to respond. So let's look at an example of this now. Hi, first name. If you're like most business owners, you know how frustrating it can be to have your time wasted. All software changes that free enough to 12 hours a week. If you're willing to give me ten minutes, I will show you how we can help you save more time. Are you free tomorrow to explain how it works? So the before would be the first line, the offer would be the second and the third line. And then the bridge would be the last part. Are you free tomorrow, which is more of the CTA. So it's a great method to use as you start to get the prospect, to imagine how the life would be if they had your solution, which starts to create a one inside of them, really, really good method. The second method would be the aida model. So the item model is personally one of my favorite methods and there's generate the best results for me at the agency. So either simply stands for attention. So it's all about grabbing their readers attention in the first couple of lines, then you want to be 12 the interests. So make it personal to engage their interests. The desire to want to build desire for what you're offering. And then lastly, action, so OSC part response. So here's an example of a code e-mail using the item method. So for this example, let's imagine we want to reach out to local businesses and generate them leads, we could say, hi, first name, are you looking to generate more inbound calls for your plumbing business? We recently partnered with a plumbing company in London. January 24 calls in free days. We're on the lookout for another plumbing company. We can help do the same with it. A site you'd be interested in chairs, Josh. So of course, the attention would be the first line. Are you looking to generate more inbound calls for your plumbing business? That is straight. We're going to grab someone's attention. The interest we recently partnered with a plumbing company in London and generate 24 cores and free days. If you're a plumbing company and you get this e-mail, they should definitely gonna get your interests. The desire. We're on the lookout for another plumbing company, we can help you to same live. So now the profit is going to start to think, Hey, you know what, I actually want these results too. So now that have a desire within them and then lossy the action is asking for a response isn't saying you be interested in. So as you can see, there are four elements to the item model. And I've actually opted for four different lines which clearly target each element in the model. So for me, this is one of my favorites and it works the best. Another thing to mention as well, It's a tonality I've used in this email. So as you can see in the last couple of lines, I said, George, I didn't say kind regards. I didn't say yours faithfully, your sincerity. I said, George, I've done this deliberately because I'm targeting plumbers in the UK. So typically promise in the UK that quite laid back the CIO, the chassis. There's a lot of slang words and chairs or the word we use a lot in the UK, it basically means if Thanks. So you've ever heard of that before? You probably haven't been to the UK. We all use it a lot. So again, untie and Diana, tonality of my email to the audience, I'm reaching out to you. So it's really, really well niche down. So do bear that in mind when you're emailing your client or your prospects may show you the right tonality. Because if you don't use the right tonality is going to stand out like a sore thumb. So the second method is going to be the past model or the PAS model, whichever way you prefer to say it. So the P stands for problem. And what you're gonna do here is identify a pain point. The a stands for agitate. So you want to agitate that pain point. And then the S stands for soap. So that's you offering a solution. The PaaS model is a little more direct than the bad modal Azure, not only identifying the pain point, but you also agitate in that pain point. Here's an example of a past structured email. Hi, first name. I couldn't help but notice your blue chairs in a website. I'll always out of stock, have an items out of stock prevents you from generating more revenue. And even worse, your customers go into your competitors. We create a solution that automatically orders more stock when it reaches below a threshold, allowing you to always have products and stop and never go a day without selling it before. Cool later to discuss how your company can help the company. So cool shooter, place your company with actually your company name and the company with the company name. So the P impacts would obviously be the first line. The eight would be the second sentence as his agitating the original pain point. And then the cell would be the second and the third sentence as though the old hated about offering a solution to fix the specific pain point. I also do an email with a nice CTA which is personalized to. So it says all you open for a cool later today to discuss how your company can help the company. So you'd obviously replace at your company, your company name. I'm replacing the company with the company name. So again, very clear, concise. One thing to bear in mind if you do opt to use this method is when you bring up a problem, make sure you spend quite a while. I did say in that pain and when I say while, while, I don't mean just bring up a problem and then say, hey, this is an issue and then solve it. You really want to agitate the pain. So in my example here you can see I said you're missing out on more revenue. And then even worse, your customers, I'll go into your competitors. So I've actually agitated the paint y. So very, very important to emphasize that when you use this method, method number for the BY AF model, this one is a little different and doesn't have the same structure as the others. So BY F standing for, but you are free to do what you want. It's a completely different angle and has the approach of I'm not telling you what to do, but it'd be very nice if you could do blah, blah, blah. It does work really, really well in industries where you know, the prospects have a softest spot and are more likely to do something when you ask nicely. For example, I have a friend who sell dog harnesses and she used this method to reach out to her local vet and her local dog rescue home who have a massive following on social media platforms. She simply reached out to them and asked if they would mind given her blog posts on Whitehall and this is our bed and dollars a share on the social media platforms, which they did indeed due at the end of our blog post was a CTA. Some of course action saying checkout our dog harness range where people can click over to a product page and see what she had for offer. The campaign went really, really well. She ended up getting 940 people over to our blog posts and others, 940 people, 8% of them bought a dog harness, which translate into 75 cells harnesses with priced at 16 pound each, which result in just over 1200 pound in cells. Not bad from one email I met you last week, I managed to get her e-mail template she used, which is this one below. She said, Hi Luis, I just wrote an amazing blog post explaining why dog owners should consider using a harnessed for the dog instead of an old-fashioned color, it'd be a great fit for your audience. Can you please give it a sharing of social media platforms? If not, no worries. I appreciate you've read it in his fall. Have a great day. Smiley face. As you can tell, it's a really well-written e-mail straight to the point. And at no point for the email does it come across as forceful. She even ended it with a Smiley face. A super powerful method, if you use correctly. The full method is what we call the S C H model. So the S stands for star, star being the big idea. C stand in for the change. So a series of facts, sources, reasons, and benefits. Hey, it should be the hook, so the call to action. So an example of this in email would be, hi, first name, I help local businesses track and monitor their reviews online. Research has shown that 80% of people trust online reviews as much as personal recommendations. On top of that, put the tip reviews can also help increase sales by 18 percent. Are you interested in hearing how we can help you wanted to your reviews? So the S would be the first line. So this is the star, that big idea. The C would be the second and the third sentence, and then the h would be the last line. So again, another great method to utilize just do bear in mind when you're working on the sea so the chain don't overwhelm the client with too many things, aren't trying to keep it to one or two things that is enough to give them some credit. And so we'll see his reasons and benefits and so on. I have seen people in the policy about 20 different things of reasons and benefits. I don't recommend doing that. You want to keep email short and concise. The last method would be the three P's, which I'll praise, pitch up and push. So praise being where you start off with a sincere or respectful complement. The picture would be using cools and effect reason into paint a picture of how your product or service helps him. And then the push would be a CTA, so asking them to commit. So here's an example of the three P's in action. Hi, first name. You'll cool. Some photo is amazing and has taught me so many things. Section 3 was my favorite and the whole course is laid out very well. If you read my friends have 2s2 and have expressed concern over the audio quantity which TB fat can be very quiet at times. Are you free tomorrow to discuss how we can help you improve your audio quality and make it even better. So the first P would be the praise right here. Yeah, cool. So it's amazing and it's taught me so many things. The pitch up would be used cooling effect reasoning, which we've done clearly in the second sentence. And then push would be the CTA at the end. The three Ps is indeed a good approach to use us from the first line in your email, you already being nice, respectful way and given the prospect of complement. So that can help you turn your code e-mail into a warm email. It can also help break the ice as well. So now we've gone through six different methods you can use. It's time to pick which one you feel will be most suited to your audience. Do you bear in mind, isn't any right or wrong method as all very well structured and perform extremely well. I recommend you pick one and then go with that for a month or so, and then switch things up and try another method and keep doing this until you try all the methods to see which one performs best for your specific industry. Typically, the one you think will convert that lease will end up converting the best and the one you think about the best would end up converting their lease. That's at least what I found from my experience. Never make assumptions. Test them. We'll see you in the next video. 23. What We're Going To Cover In This Section: Copyrighting for social media. In this section, I'll be giving you an introduction to copyright in for social media. Then we'll be looking at the differences between different platforms. As of course, each platform is different. Mean in the copy you write needs to fit in with that specific platform. For example, LinkedIn is more professional than Facebook and Twitter. So as a result, the copy you're going to write on LinkedIn is typically going to be more professional. However, let me not get too carried away. Are we going through all of that in this section of the course? And I'll also be going over the best practices to writing copy when it comes to your actual profile. So that could include your bio, your headline, or those types of juicy things. And then we're going to look at copyrights in for Facebook and Twitter. And lastly, we have a dedicated video on copywriting for LinkedIn. As like I just said, LinkedIn, it is own unique platform. So it's only right that it has its own dedicated video as well. I'm super excited, I can't wait to get started. So without further ado, let's get started. 24. Intro To Copywriting For Social Media: Welcome to the first video of copyrighting for social media. In the last few sections, we saw how powerful copywriting is when it comes to writing copy for headlines, for your website and even cold emails. However, social media platforms, while they present an own set of challenges as amount of space you have to write your copy is pretty much restricted. For example, if you are writing copy on your website, then you can write as much copy as you want without running into any problems. However, if you go ahead and do that on Twitter very shortly, you're going to find that you've reached your character limit and you need to remove some of your copy to ensure it's within the character limits. Instagram? Well, pictures and videos are really the main focus on this platform. And in addition to that, overall, posts on Instagram barely have any shelf-life. A lot of what you post is going to disappear from view very, very quickly. Now, that's not to say that copyrights in, is less important on social media, because that's actually far from true. And what you'll find is actually the opposite. Because you have less time and less space to write your copy. You need to make your case to people about why they should buy or enquire with the services in a much more effective way. The limited copy you create becomes even more important whenever you write, when it comes to social media, needs to include free things. The first is your post needs to be interesting. It needs to be valuable. And most importantly, the pose it needs to be worth sharing. If your post is not worth sharing, then you're literally only going to get the amount of views of the amount of followers you have. There's actually a really cool quote from a copywriter called Mark Twain. And basically he says, if I had more time, I would have written a shorter letter, which just goes to show that writing shorter messages that carried the same message actually requires more time. You have to be really, really careful with your words. And social media is a great example of that. One thing that will help you become better at this is understanding the differences between the social media platforms, which is exactly what we're going to look at in the next video. I'll see you there. 25. Understand The Differences Between Platforms: Welcome back. Before we dive into how to write copy for social media is important to understand the differences between the different platforms. As I was going to have a big impact on how you actually write your copy. Essentially, what you want to do is adapt your copy to sue that specific platform. Take Facebook for example. Facebook is primarily used by people to find interesting things to read or watch, like this five, right here, or the world's most dangerous road for a bus, you can see exactly what I mean. Typically when people use Facebook that just trying to find fun and interesting things to read or watch. However, on Facebook there are tons of places where you can write copy. For example, you could write copy in your status, such as here. You can write copy here. You can also write copy in comments as well, responding to other people's posts like so. And you can also write copy in your profile as well, which are typically going to be in your bio section. However, Facebook have some additional unique features, such as a Facebook business page. They also give you the opportunity to write some more coffee. In addition to this, you can also run Facebook ads, which as you've guessed, yes, you can write copy there as well. However, regardless of where your eye and copy on Facebook, wherever it is on your business page, wherever it's in your buyer, whether it's on a common or even Azure status, the main goal of your writing copy from a business perspective, should be to get the user to take some form of specific action. Whether that sign up for your email list by one of your products, or simply just generated more traffic to your website by using one of the links in your copy. When it comes to writing copy on Facebook, there isn't really any limits on how much text you can use. For example, you can literally type as much as you want, and you'll see there isn't any restrictions whatsoever. I mean, you could write a 1000 words if you want. However, I wouldn't recommend that. You actually do that. But essentially, I'm pretty sure you get the idea here. There isn't really any limited when it comes to Facebook. However, Twitter, on the other hand, well, it's famous for its 140 character per tweet. So if I were to try and write as many characters as I wanted on Twitter, you can see it very quickly. I'm going over the limit and I need to actually go ahead and remove those are my words to be able to publish this tweet, meaning that you need to be a lot more shorter and more concise when it comes to writing copy on Twitter. On Twitter, we also have a number feature called hashtags. You probably already heard of hashtags before, but essentially, people use hashtags on Twitter to find interesting things. For example, carry out assert for the hashtag of cute dog. And well, you're going to find tons of tweets that all contain cute dogs. Or dogs are doing funny or interesting things such as this, for example, you can actually use hashtags on Facebook as well. However, the not as effective as they are on Twitter's platform, as hashtags work better on Twitter than in comparison to Facebook. That also means that if you are persuasive, copy and leveraged the right hashtags such as this one, for example, SEO results, you can actually acquire new clients through twist. So we can see we've got a tweet right here from this account. It says here you can see first page, SEO results on Google. We brought this business in top of Google search results within free mumps, get in touch for logos, brand in websites, SEO. And I was able to find this tweet by carrying out a search for a hashtag, which of course, a lot of people do when using Twitter. Here's another example of someone using a hashtag and persuasive copy to try and generate more clients. This three is actually done pretty well. It's got five retweets, E15 likes, I've personally use hashtags myself to actually acquire a few clients in the last couple of years, do not underestimate the power when it comes to Twitter hashtags. Although people can use Twitter to find interests in things such as the example I just showed you for cute dogs. People pretty much use Twitter to post their views and thoughts on anything that's happening in life at that exact moment. For example, if we look at their Twitter account for Sky Sports, we can see that all of the tweets are quite recent. We've got one for ten minutes ago, 40 minutes ago, one hour ago, we've got one hour ago. You can keep on scrolling and scrolling. And you can see it's very rare that you go into another day. I've done about 50, maybe 12 different searches down the page. And I'm only at 14 hours ago, people put out a lot of tweets on Twitter and your timeline is going to be updated literally every single minute. Tons of tweets that you haven't seen before. As a result, Twitter is pretty much in the moment, meaning that you have a very short space of time to actually convince people to get them to take the action you want them to do. Sweets have a very short shelf life. So you definitely want to be more creative in the way you're going to use your copy to get people to take action. Linkedin, on the other hand, is a lot different to Facebook and Twitter. It's a platform for quote unquote professionals to hang out, find a new job, or just literally show up how clever they are. It was originally created so people could network with friends and people in the industry. When it comes to writing copy for LinkedIn, you could write it as opposed as part of your status. For example, you can write copy here. You can also discard that and write copy as an article. So ossicles are really cool ways actually establish authority and help you convince people that you actually know what you are talking about. For example, here is an article to show you exactly how someone is using this. This lady has created this article on tools healthcare marketers can use to reach consumers. On LinkedIn, you can see you've got image at the tops and copy some more images. Some percentages and some dates are more, copy more images. You can see it's really, really well done. And as you can imagine, if you are a marketer and you're wondering how you can reach more consumers on LinkedIn. This is going to be a really good article for you to come across. So what does that mean? It means you're going to automatically have trust with the person who posted this article, which is exactly how this account is establishing the authority. You can also write copy on LinkedIn on your actual profile page, along with also being able to write copy on your main profile in your resume or CV section as well. However, the bottom line is that as LinkedIn is mainly targeted at professionals, whenever you are writing copy on LinkedIn, you are doing so with the intent of impressing others professionally in hope that it will lead to a new job, a new client, or just a new connection in some, regardless of what platform you use, whether that's Facebook, Twitter or LinkedIn, or any other platform out there, you need to be super clear on one thing, and that is the goal of the copy you write. Every post should have a clear goal and support your business objectives. Whether they're selling products generating traffic or January more email sign-ups. Every post you post excused upon should have a clear go. Every post you put out there should also encourage the reader to take some action as well. So if you're trying to generate more traffic to your website, well, make sure you put a link to your website in your post and tell people to check out the link below to get more information or whatever it is you may be promoted. And lastly, every post should be worth sharing as well. This isn't really a requirement, but if your posts are worth sharing, then it's going to be way more easy, unlikely for you to get better results from social media. I highly recommend that you get familiar with the platforms you intend on using. Understand how and why people use them and adjust your goals to suit. In the next video, we'll be looking at how you can write copy for your social media profiles. As no matter what platform you use, you're going to have some form of bio and a place where you can write copy and what you put there is going to make a big difference. As you'll find out in the next video, I'll see you there. 26. Profile Copy - Best Practices: Before we dive into copywriting for post on social media, it makes sense to start off with some of the best practices for copy you should be using when it comes to actual social media profiles. This is typically going to include your bio or your description. So there are three things you should be doing when it comes to your profile. The first is you need to explain what you do now is really important. You don't be generic. For example, if you own a landscaping business, don't just say we are landscapers. I'm going to give you some examples of good and bad profiles in just a second. However, let's go through these free things first. The second thing which you want to do is give people a reason why they should follow or connect with you. The third and final thing which you need to do when it comes to your profile is make sure you include a call to action. If you don't have a call to action than what you might find a job getting a lot of followers, analog engagement, but people aren't actually taken action on what you want them to do. Whether that's buying your products, sign-ups, your e-mail list, or inquiring about your services. So these are the three things you need to follow when it comes to writing copy for your profile. Now it's important to note that you don't have to do all three of these things. Some of these are going to apply more to some than others. For example, if you plan on focusing on just the Facebook platform, then number 2, given people a reason to follow you, might not be that important for you as typically following people on Facebook isn't as big of a thing in comparison to follow people on Twitter. So those are free points. Now we've covered that. Let's go ahead and look at some examples of some good copy and examples of some bad copy as well. So I'm currently on my profile, on Twitter for myself, just George SEO. You can see I have my buyer right here. I'll just zoom in a little bit more so you can see that. But essentially, my whole Twitter profile has one clear objective. And that is to get people to download a free copy of my ebook, which is actually what this link is right here. People will click that and then land on my landing page which has my e-book. They will then insert the email address and download my e-book for free. So my EBIT is about SEO, which is basically the process of getting your website onto the first page of Google. So for my bio, I believe she could have wrote, I do SEO, but if I did that, then that's going to be very, very generic. And if you remember from our PowerPoint slides, we don't want to be generic when it comes to writing copy for our profiles. So what I did is get a little bit creative. And I said, rank 10 thousand keywords on the first page of Google for my clients. That is literally what I do. I do SEO. I just made it sound a little bit more exciting than just saying I do SEO. Then it also goes on to say, now I teach regular people how to make money with SEO for free. A pointing down emoji point into my link, which has a link to the e-book I just showed you. So this is essentially my call to action. So in a nutshell, I'm telling people what I do in a nice, creative, non generic way. And I also have a call to action. And what's interesting about my first instance is, as I've worded it in this way, I'm not just telling people what I do, but I'm also given them a reason to follow me as well. What's very interesting is before I had this bio actually had another one saying, I do SEO agency in London and blah, blah, blah, basically very, very generic that a lot of people could say my account wasn't really growing as fast as I would like it to. However, as soon as I reviewed my profile and updated the copy, I started to get more followers and more downloads on my e-book as well. Let's look at another account. Apologies. If this is you Victor, if you are watching this video, but this is another account I come across. This person also does SEO and you can see they've lived. She just said, do this, we'll mark blogger and SEO content writer. Well, if we go back to our PowerPoint slides and take a look at those free points. Explain what you do. Don't be generic. Well, they do explain what they do, but they are very, very generic. Literally anyone can say that I did as well marked a blogger or SEO content writer. Let's go to the next point. Do they give me a reason to follow or connect with them? Well, if I'm looking for those services, potentially could connect with this person. However, like I said, as this is quite generic, there isn't really any real incentive for me to reach out and connect with this person. And the last point I mentioned was include a call to action. Well, no cause action has been included on this profile whatsoever. So hopefully you can see just how much of a difference it makes if you actually optimize your profile and actually implement persuasive copyrights. In here we have one account which doesn't really stand out that much. Once again, if you are a victor and you're watching this, really, really sorry, I'm not on a four-year account whatsoever. And you're trying to highlight how you can improve your account if you follow my frequent copywriting profile structure, struggling to come up with some copy you can use on your profile. A really good strategy you could use is literally go over to whatever social media platform you are using, go to the search feature and then literally search for what your business does. For example, if you are a plumber, then you could literally just search for plumber. Then what you do is you go to people, which is a third option at the top, and then have a look at some of the accounts listed at the top, as these accounts are typically listed in popularity. Mean in account. You see at the top are the ones that are most popular with users who were searching for this term. You can then simply review these accounts, checkout the copy, and then determine if you can use any of the copy as inspiration. Really imposing use it as inspiration and you don't copy what they say. Let's look at this one right here. You can see it says London leading Home Services Company, established for 40 years, family-run and trusted common sense opinions of Scott moulins, CEO and coat. Now this is a really nice bio. They very clearly explain what they do. There are home services company. They are given me a reason to follow them because they'd been established for 40 years, the family run and the trusted as well. And they've also included a CTA to the website as well. So a job really well done. Now let's take a look at another example of a company that hasn't actually got this quite right. But instead of looking at Twitter and let's close these three tabs and we'll move over to Facebook. So I carried out to searches for the service for massages. I found this first business called lineup of rows house. When we scroll down and look at the copy they have on their profile, it literally just says Welcome to Lyle it rose house. That is it. Now if we compare that to another massage business, I found by carrying out the same search. Once again, this business is called serenity time massage. If we scroll down and look at the bio, it says time Assad in on new location, black fin or sitcom, which is basically where they are based. We offer a wide range of mythologies, have easy and free parking. All of our staff, our tie, fully trained, unqualified, that is way more appealing. They explain what they do. They're giving me a reason to connect with them. They are fully trained and qualified. They've also got free parking. Everything just makes sense. And I don't really have any questions whatsoever. And like I said, compare that to the previous Bio we just looked at for this company. Well, it doesn't tell me who they are. There's no reason to follow them. And yes, there is a call to action. As by the photo on Facebook, you have the option to add in a link to your website or phone number, or you could even send a message as well. So number free, as part of my PowerPoint slides include a call to action that really isn't that prominent when it comes to Facebook, it's mainly the first year which you want to pay attention to. The final thing which you want to do is what I mentioned in the previous videos, and that is to adapt the copy to suit that platform. Now I know I mentioned there were only three points and I wanted to save this one to loss. And this really only applies to LinkedIn as intended people have when they find your profile on LinkedIn is completely different to the intent may have if they find your profile through Instagram, facebook or Twitter for example, as Remember, LinkedIn is all about being professional. To give you another example of exactly what I mean by professional, take a look at this Instagram account right here for the row, Caribbean, Royal Caribbean international. Nothing to see here except the weld. And instead of actually writing the word welded in the weld emoji, which is quite cool and trendy. You could say, however, if you look at the same business but on a different platform, on LinkedIn live, Royal Caribbean group. You can see the copy there have in the bio is completely way more formal and you don't see any emojis whatsoever. It says the Royal Caribbean group is accrues vacation. How many comprising four global bands, blah, blah, blah, blah, blah, blah is very formal, know emojis whatsoever. And the main reason why is because they've adapted the copy to suit the platform they're on. And this is the perfect example of what you should be doing to, I mean, I've even done this myself on my own LinkedIn account, check out my copy in my bio. It says, I help businesses grow with ROI focus, search engine optimization campaigns. I haven't even said SEO. I said search engine optimization, which by the way is what SEO stands for. Find out exactly how I've been, blah, blah, blah, blah, blah is very formal. I have tried to include some emojis just to make my bio standout a little bit better. But the images I've gone for are quite formal as well and they're all very relevant. For example, when I show a phone number, I show the phone emoji next to it. But like I said, compare that to my profile on Twitter is way more laid back. I can kind of be more of myself. So that brings us to the end of this video. These are my four tips that apply to copy writing when it comes to social media profiles. Again, like I said, the full point only really applies if you are using LinkedIn. But in a nutshell, what you want to explain, what you do, do not be generic as you're not going to stand out. As we saw from the example of the massage company. Make sure you give people a reason to follow and connect with you, include a call to action and of course, the copy to suit the platform you are writing the copy for. Follow those four things. And trust me, your social media accounts are going to grow faster than you think. 27. Copywriting For Facebook/ Twitter: In the last few videos, we spoke about the general best practices for social media websites. And in this one, we'll be diving deeper into one of those platforms, which is Facebook. However, a quick important note just to give you a heads up, is there everything I'm going to be going through in this video? So that includes all the best practices and all the different strategies you can use for copyrights in, can also be applied to Twitter as well as both Facebook and Twitter. They have a lot of similarity. So everything you're going to learn can also be applied to Twitter as well. The only real platform which is going to be a little bit different is LinkedIn. That one is typically more professional. So what will be coming up after this video is a dedicated video on the best practices for copywriting on LinkedIn. However, what you're learning right now can be applied to both Facebook and Twitter. Facebook is one of the most popular social media websites out there. There are literally millions and millions of active users. So you're probably wondering, well, how do I copy to cater for all of these people? And the answer is, you don't. As with anything you want to write with your audience in mind, you should be asking yourself, who are you trying to reach? Who are you sharing it for? Those questions are going to help you narrow down on your audience. Try not to get overwhelmed by the numbers we just saw on the previous slide. You really only want to be focusing on the people and are most likely to follow and engage with your post. Take yourself, for example, when was the last time you open Facebook? It could have been yesterday. Maybe it was today, Maybe it was before watching this course, maybe even whilst watching this course, hopefully not. Now ask yourself, why did you go into Facebook and what would you expect into C? Most people will go on Facebook to see interesting things to read or watch. Some people login to Facebook to manage a business page. However, no matter whichever person you are, the events that lead up to someone finding that interesting thing. Your business page is that the browser in their feed and they see something that interests them, or they click on a link which then takes them to a new page where they can find out more information. Now when it comes to writing copy for your business or brand, there are different strategies you can use, and the one you should use depends on the goal of that specific post. As remember, each post should have a specific goal. There are five strategies in total you can use. You have announcement copy, promotional copy, content sharing copy, content posting copy. And lastly you have engagement copy. Let's take a look at all five of these in a bit more detail and look at some examples to provide some fervor contexts. So first up is Announcement copy. Well, as it sounds, announcement copy should be used when you want to announce something to your audience. Typically the goal of announcement copy is to generate more click-throughs. Maybe PAO post on Facebook or Twitter. And your lamp people know about your new tickets which are Ansel for your new event. People will click that link in your post, go over to your website. So that is exactly how you are generating those click-throughs. Or you could also use announcement copy to let people know about any events you have coming up and just kind of keep your audience in the loop. You can also use announcement copy to let people know about your new products or services as well. This is typically how people use this type of copy. So how do people structure the announcement copy? Well, you're going to want to include specific DSL to provide complete understanding. Make it super, super clear, is that what you are announcing? Don't be vague when it comes to announcement copy. You can also include hashtags as well. And that's going to help you oppose be seen alongside other relevant content. To now we've covered the theory of announcement copy. Let's go ahead and look at an example. Here we have this post right here from MVA gunship. They say it's out now. Mobile gunship is now available on PC, PS4, and Xbox One for just under $25 or 25 years or 20 pounds. Notice how they are being extremely specific with the copy. And people know that prices based on different currencies, then they go ahead and have a few different links to wake and actually buy their product on different platforms again. So once again, they're being really, really specific. And in this example, they do actually leverage hashtags as well. So this is a really good example of announcement copy. Let's take a look at the second type of copy you can use, which is promotional copy. Promotional copy, as it sounds, should be used when you want to promote a product or service. Now this is quite different to an announcement. And announcement is when a new product comes out. Promotional copy is when you want to promote an existing or a product that people are already aware of. The main goal of this type of copy is to generate more cells. We can also generate more subscriptions if you're a subscription-based business, the structure for promotional copy is a little bit different to announcement copy as well as a different intent behind it. For promotional copy, you want it to be as concise as possible. Give a concise description of the service along with the key benefits, just as we did for the last one. Let's go ahead and take a look at an example as well. Here you can see this example from Harvard Business Review. They say get unlimited access to online articles and exclusive resources subscribe today. In fact, the copy only consists of 11 words, it straight to the point and it highlights all the key features as well. Get unlimited access to online articles. And exclusive resources. Those are all the benefits of the subscription, are also like how they end the copy with a CTA as well. So describe today straightforward key features has a call to action. Now go ahead and take that action. Let's take a look at the third structure now, which is content sharing copy. Content sharing copy is used when you are linking to an interesting story on another website. The key thing about this type of copy is that a must be content on another website. It can't be your own website, hence the name content sharing. The main goal of content sharing is to establish relevancy. Let's imagine you own a business which is all about makeup. There could be a nova famous Makeup knock out there which puts out a really good article. You could then share the audio just to show you that you of course, are interested in makeup and your audience will also benefit from seeing his article as well. So it helps your audience trusts you a little bit more as well as you're not just putting content out about your brand. You're also share and popular content from other websites in the industry as well. Another reason why people want to share other content is I help them generate more engagement comments and shares on the post as well. The main structure for sharing other people's content should be to give a short T's of the story. And it helps if you include power was an emojis where possible. Once again, let's go ahead and take a look at an example. We've got this post on Facebook from the account Mashable. It says something's getting ready to unpack some shiny new folder bulls this August, and then go ahead and include a link to a landing page. This copy is really well done as if you think about it. They could have easily told us what these new shiny foldable products are, but they haven't, they've literally just said, are getting ready to unpack some shiny new photos. People will read an issue, are interested in sums and products. They're going to read this and think, what is new products are going to be curious. And as a result, going to click on the link and read what it's all about. They also include the word shiny as well, which is a nice addition, as I could have easily said, sounds and getting ready to unpack some new folder bulls this August. However, adding the word shiny adds a bit more power and a bit more of a copy as everyone loves new and shiny things. If I really wanted to critique this and improve it even some more, you could say, Samson's amazing new shiny photos are launching this August. The word amazing, of course, is a power word and gives it that extra uphill. The fourth strategy is content posting copy. Not to get confused with content sharing as we just covered. Content posting copy should be used when you want to pose an interesting image or video. The main goal of using this type of copy is a generate more engagement on your posts. One includes things such as likes, comments, and shares. And you also use a type of copy if you'd like to generate more likes on your Facebook business page and also generate more followers as well. The structure you want to use when using the content posting strategy is when it comes to the copy, you want to provide a concise description of the visual content and quickly provide a reason why people should read or watch the content is really important. You provide a reason as to why people shouldn't read or watch the content as if you don't. People are just going to view your post on Facebook or on Twitter. Look and simply scroll past it. Let's take look at an example of a posttest-only really well, this is another example from Mashable. It says this laptop can turn into a free screen display in seconds, very shoe on the copy. And once again, the copy consist of just 11 words. And just to confirm, I'm not saying 11 words is a sweet spot is just a coincidence. The main takeaway of this example is that the copy is show, is concise and it even has a video which further supports the copy and adds additional contexts. They could have gone on to say exactly why having free screen on your laptop is better than one, however, is kind of self-explanatory. The more spins you have, more stuff you can look at people we use a common sense and easily figure that out. And of course, when using this type of copy, you want to keep it as concise as possible. So that gives you even more reason to let the video do the talking for you. We need to do the copy is grab people's attention, and that is exactly what this does. Let's take a look at the last strategy now, which is that engagement copy, engagement coffee. Well, as it sounds, that should be used when you want to generate lots of engagement on a post. The main goal of this type of copy is, yep, you guessed it to generate more engagement, which includes likes, comments, and shares the best structure to follow when writing engagement copy is the OS open and straightforward questions that could generate a range of replies. Aka basically started a bay. Here's an example of engagement copy. Again, another example from Mashable. You can see from the main image that posted about the world's tallest and fastest water slide. And then go for the copy of literally free words. Anyone feeling brave? Question mark. Of course, you're gonna get so many reactions on this post. They would get people saying, I can do that. I'm scared, I'll never do that. People who go on that slide are insane and don't value their life, you're gonna get other people coming in and saying You need to stop moaning and liberally or they're going to get so much debate and discussion because the copy is literally asking a question. It might seem obvious, but asking a question is going to generate tons of engagement. You can see this pose actually has almost 800 likes and almost 100 comments and just under 300 shares. So you can see for yourself just how well this type of copy performs regardless of which strategy you use, wherever it's announcement, promotional content, sharing, content posting, or engagement. You want to make sure you keep your post as concise as possible and give your audience what they want in the quickest way possible. Aka, get from a to B as fast as possible. You don't want to waffle with your words and just talk about so much stuff. And then finally gets to appoint, literally create your posts and get from a to B as fast as possible as what you'll find is when you do that, your audience are going to be more happy review and they're going to give any post AC for new in the future, more time and more consideration as a no, you're not going to waste their time. Trust me, is better in the long run to go from a to B as fast as possible. What we've covered so far are the different strategies you can use when writing copy. But to summarize, these are the best practices for when it comes to writing copy on Facebook or Twitter as well. Well, the first thing you want to do is make sure you write for your audience. Keep your copy show. I can't stress that point enough. And the last point, each one to adapt the copy to suit the goal of that specific posts. Basically, use one of the five structures which we've just covered. Some bonus tips as well as ones that include mentioned where possible. Now what I mean by mentioned is that actually mentioned anyone wish to post could be about. Here's an example from Wayne, The Rock Johnson. He's got this post out about his new big trials or energy BTE, cool and sexy will always be a viable because every goes crazy about a shop dress man. And let me officially be the one to kill the skinny pants era and usher in BT, big Charles or energy for all of us dude's. Then what we actually goes ahead and does is some people in his post as well. He has a designer brand Dolce and Gabbana. I think I pronounced that right bye. Assume he's wearing one of the clothes or products in the image. So by tagging this account, he's hoping that they would then comment on the post, maybe even share it and generate more engagement on his post. He's also asset account as well. What do I think this account has now been deactivated, but mentioning other people in your post is a great bonus tip to generate more exposure and increase the chances of generating more engagement on your posts. The final thing to know on best practices is that you want to include either an image or video as part of your post. You never want to power a post on Facebook. What you don't have an image or a video. And the reason being is because post-war visuals, well, they get shared twice as much as post with just text. So if you're serious about copywriting on social media, make sure you use images and videos. A really good example of an account that literally uses videos in all of the posts is a Facebook account for PlayStation. You'll actually see all of their posts, have videos, and it just helped generate so much more engagement on your posts and gives people something to look at, or in this case, something to watch. Again, here's another post with a video. This one has an image. I've got a video, literally any pose you see from PlayStation, there's always going to be an image or a video. And guess why is because those two things are what you need to generate more engagement. So hopefully you found that video you saw is a little bit of a long one. I wanted to make sure I didn't skip out any of the important information and give you guys as much value as possible. That's it for this one. And I'll see you in the next video. 28. Copywriting For LinkedIn: In the last video, we looked at copyright in for Facebook and Twitter. However, LinkedIn is uniquely different because it's typically used by professionals. As a result, there are slightly different approaches and practices you want to take when it comes to writing copy on LinkedIn. And in this video, you are going to learn exactly what those are. One of the most important places where you need to ends a copy on your profile is in your headline, which is this part right here. Your headline actually appears in searches as well. For example, I did a search for freelance content writer. You can see the person's name and we can also see the headline that they entered on the account in the backend, English and film graduate content, right? So as a result, you wanted to give a headline some extra care and attention as it's going to give you the opportunity to stand out from the crowd and generate more reviews to your profile. Linkedin allow you to buy up to 120 characters for your headline. However, try your best to stand out and highlight anything which is unique about you. In my example, I've just gone for SEO expert, helping businesses generate more business. I could have just had SEO expert by itself. However, how many other people can say that adding this additional part to my headline, if I could highlight it correctly, helping businesses generate more business, this is going to help me stand out and add further clarity to what the star of my headline says. If we go back to those search results. And again, just to confirm, this is where freelance content writer, you can see we have this headline right here by this account, freelance content writer. We've got a novel on a freelance writer and content creator, freelance content writer and copywriter, freelance content writer and mocked him manager, they all sound exactly the same. Non them is really standing out to me. So if I was actually in the market to find a freelance content writer, well, in the nicest way possible, none of these accounts are really standing out and grabbing my attention. And the reason why is because they haven't added the extra oomph you could call it to try and attract my attention. For example, if I was this person right here and I'm a freelance content writer, I could go for a headline, freelance content writer, the queen of words, or they could even go for freelance content writer, helping you peace words together. Anything that adds further context to your job title is a bonus and summing so many people miss out on, in fact, my headline on my own LinkedIn account. I've changed it so many times. I'm currently testing this headline to see how it performs. If I'm getting more profile views, helping businesses generate more business, most likely going to change this. So if you do visit my account, don't be surprised if you see this same something else. I'm most likely going to change this to the only guy that offers a guarantee. As typically, a guarantee isn't offered in the SEO industry. So you can see when it comes to your headline, you just want to be creative and try and stand out from the crowd. So that is a number one thing I recommend you do when it comes to copyrights in on your LinkedIn profile, go ahead and update your headline. Make it unique and appeal to the people who are looking for your service. Another place where you need to write copy on your LinkedIn profile is going to be for your job experience. So basically, each place that you worked at, you basically want to write a job description that actually does more than just describe the job to give you some best practices when it comes to your job descriptions, let's go back to our PowerPoint slides. The first thing which you want to do when it comes to your job description is literally summarize the kind of work you did in the most concise way possible. You also want to highlight what you're responsible for and to further help you stand out. It's also a good idea to provide any details about any complementary may have received. For example, you could say I increase sales by 300 percent. People love to see that type of stuff on LinkedIn. Try and aim for free lines of text per job description. As the human eye tends to wonder when we see big wars of texts as, let's face it, when we see a big wall of text, what we do is get intimidates it as a no funds or Looker. This is true with any form of text and not just on LinkedIn. This applies to blog post on your website or even a post on Facebook to, to prevent big walls of text, what you could do is use bullet points. Linkedin does allow you to use bullet points. Not all people actually know that. I will include a link to this in the resources so you can see exactly how to add bullet points to your profile. But I highly recommend you go ahead and use them. As like I said, it's going to help you break up the big walls or texts which you typically see on people's profiles like this one, for example, well, this isn't really that fun to look at, are most likely not going to read this. It just contains so many sentences and so many paragraphs. So I highly recommend that you go ahead and use bullet points. If you don't want to use bullet points, then what I recommend you do is you still have paragraphs, but you write like a bullet point with job descriptions on LinkedIn. It's okay not to write in complete sentences when you start each sentence off with what we call action word like managed, develop, or coordinated to help give that some further contexts. Let's go ahead and take a look at an example. Imagine you have a sentence in your experience section which says, as the commercial director of ABC limited, I was in charge of managing a team of 20 people. You could literally change that sentence and write like a bullet point, which in this example would say managed a team of 20 people. It's way more shorter and it's way more concise. I do appreciate that rise in this way can be a little bit, especially if you are new to copywriting. So they help give you a headstart, what I'll be doing is including a link to this in the downloadable resources. This is basically a list of 185 action words you can use, which you can start off your sentences on LinkedIn. I broke it down by sections as well. So if you lead a project, you could use the word controlled, coordinated, operated plan of Hebrew, a project to life. There's tons of different words you can use as well. We've got launched. If you stay that company time or money, you can diagnose that dog, consolidated, reconciled, reduced, yielded. There's literally so many words you can pick from. So I do hope this is really useful and helps you write those short and concise sentences, which is structured like bullet points. So like I said, once again, this will be included in the resources section, ready for you to download in terms of when it comes to posting and sharing stuff on LinkedIn, it's pretty much the same as what I covered in the last video. And that applies to all of the five different strategies I showed you. So whether your post in an announcement, copy promotional content, sharing, content posting, or engagement, follow the same high level structures we run through in the last video. However, there are additional things which you want to make sure you follow to get the best results out of LinkedIn, will refer to those as a LinkedIn. Five best practices for post to confirm what we went through earlier in terms of best practices that was only applicable to job descriptions. These five best practices literally applied to anything you plan on posting on LinkedIn. So the first thing you want to do is make sure you avoid using emojis, like I've said many times now, LinkedIn is typically viewed as a more professional platform and is used by more professionals in comparison to Facebook and Twitter. So I don't recommend you use any emojis in your post. Keep it as formal, as professional as possible as it's a formal platform. You also want to avoid being too laid back with your tonality. Let me go ahead and give you an example to show you. Is that what I mean by this? So here we have this tweet by Taco Bell on Twitter. It says, good morning, text are cute, but have you tried bringing her Taco Bell, which is quite funny and has a little bit of humor behind it. Here's another example from Taco Bell again on Twitter. This is literally just a tweet, tweet in the Taco Bell emoji. I believe that actually use 140 emojis of the Tyco. So as you can tell, there isn't really any formal method behind what Taco Bell are doing on Twitter. They're literally just kinda having a bit foreign and trying to engage with people and as a good sense of humor behind their account. However, if you check out Taco Bell on LinkedIn is completely the opposite story. Every post they per hour is really professional. There's no mention of any emojis is really well done. And it's very clear that both these accounts, although the owned by the same company, have different business objectives, the LinkedIn account is way more professional and formal, and a Twitter account. Well, it's way more laid back and the tonality and the objective of the account is more aimed towards a humor. So just bear that in mind when it comes to LinkedIn, you definitely want to avoid being too laid back when it comes to your tonality. The third, which isn't really a best practice, but it's something to be aware of is that the copy does not need to be super short. Now I know from the start of the course I've been saying, keep it short and concise as possible. But for some reason on LinkedIn, people typically like to write more words in comparison to any other social media platform out there. I guess other platforms deemed to be professional, people like to write more words and just kinda of proving know what they're talking about or they just like to waffle more on this platform, take this post for example. This would be classified as an announcement post. This person is announcing a networking event. However, instead of just saying Our next business event starts on the 22nd of September, get your tickets a day before they run out. This person literally just waffles. There's about four or five different lines about the business event. Here's another example. This is someone sharing content to another website. And instead of going for something short and concise or using the TZ method which you run through in the previous video, this person literally tells you what the article is about. This is a pretty big SEO News. Google is expanding its baba, baba blah, is literally telling you what the post is about before you've even clicked on it. There was way more texts behind this post as well. You can see we had the option to click See More, but I didn't. You can get the idea. People on LinkedIn, I typically like to write more in the copy. However, I'm not saying you should go ahead and write so many words when it comes to your post on LinkedIn, this is simply just letting you know that you can get away with it. However, I still like to go back to my own examples. You always want to keep it as short and concise as possible. Points number 4 and number 5 relate to using hashtags and tag and other businesses to help boost your engagement. Once again, let's look at an example of a business that does this really, really well. We've got this post right here from a company called Icon food service consultants. They say it was our pleasure to assist Jesus College, Cambridge in achieving the vision for creating a new kitchen and dining facilities in what was a challenge in building. Read more about how the college is vision and it delighted by the end result, great project delivered by our project director, Russell Baines. Then they go ahead and add in some hashtags. You can see there are mentioned in another profile, which of course the project was about this company that Jesus College Cambridge. So mentioning them is going to get these people more likely to respond to the post, share it, lackey and engage, then even tagged the lead project director for this project as well. And of course, they've got all of the hashtags. So this is a really good example as this one post had done both of those things. They've included hashtags and a tag, but accounts as well for those wondering if hashtags are really worth having on LinkedIn. Well, yes, hashtags are a massive thing on LinkedIn because you can actually follow hashtags on LinkedIn. Meaning that if I was to follow the hashtag hiring, I would start to see posts which are using the hashtag hiring my LinkedIn feed. So it's a really good way to get more exposure for your post on Twitter. You have to search for a hashtag, define the results. On LinkedIn. You follow a hashtag and you see in your feed, there's a big difference between the two. So those are the five best practices when it comes to posting stuff on LinkedIn. The main takeaway for copyrights in when it comes to LinkedIn is that copy on LinkedIn needs to be more professional than copy you would write on any other social media platform. Kiba in the back of your mind, and you shouldn't have any issues whatsoever. That brings us to the end of this video. I hope you enjoyed it. And once again, I hope you've got tons of value from it is now over to you to put all of this interaction. And I'll see you in the next one. 29. Conclusion.. goodbye for now: Hello. Now copyright in experts. Well, I certainly hope this isn't goodbye forever, and it's just a goodbye for now. I'll thank you so much for making it to the end of the course of me, I'm really taking the time to understand exactly how copyrighting works. Understanding how to write words to persuade people is literally one of the most impactful skills you can learn. There is power behind the way you structure your words the right way, and you shouldn't have to worry about money ever again. And I really, really mean that the majority of businesses are successful in this digital age, are all using copywriting techniques to generate more clicks on the articles and more revenue from well-written CTAs, you name it, copywriting is literally everywhere amongst big businesses and you now know how to write amazing copy. I cannot thank you enough for choosing me to be the person that teaches you all about copyrights in I am really, really humbled and grateful for your support. I wish you tons and tons of success. Whether you are using copywriting for your own business or copyrighting for your clients websites that you are using, copywriting for. Wish you the best of luck. I truly sincerely hope this course has given you everything and more respect. It's a gain from it. I really, really hope you found the course valuable. So please do leave me a review and share your experience. It would mean the world to me if you can leave me some feedback, it would also be great if you could share the course on your social media platforms as well. And be sure to write some amazing copy when you share the link as well. That would be awesome to see. Sharing is caring. Once again, thank you. Thank you. Thank you. I hope you loved the course. I had a great time making it and hopefully I'll be seeing you in another one. Goodbye for now.