60+ Copywriting Lessons: Actionable Tips to Build a Career as a Copywriter

1. Introduction: If there's one skill that can transform your online worth and value as a freelancer or entrepreneur? It's got to be copywriting. Yes, copywriting. But what exactly is copywriting? Is it more of an art or a science? And what are the tools, techniques, and formulas that you will need to know about in order to really stop building momentum as a respected in demand copywriter. These are the questions that you often hear being on us by those who are interested to pursue copywriting as an exciting career change. And then this no-nonsense, easy-to-follow masterclass. I'll show you the exact strategies that I followed to be able to make huge strides within six months of starting out as a freelance copyrights are. Such accomplishments include becoming the number one health and wellness copywriter on Google, being featured in a case study interview with top copywriter Jacob McMillan. And to get awesome feedback like this from none other than credit Clemens, who's made over $1 billion in sales thanks to the craft of copywriting. But you may be thinking, what would I actually be learning about in this course? Well, for a start, you'll get access to over 60 lessons, each ranging from one to ten minutes to make them simpler, follow memorable, and hopefully motivational for you to go out and take action on yourself. The lessons we'll cover copywriting essentials, such as how to write attention-grabbing headlines. The six pillars of persuasion, psychological triggers, how to find your clients, as well as copywriting, productivity hacks, SEO, best practices, power words, career development, and five hot story structures that you can use if you're ever out of ideas. So with all that in mind, let me ask, are you ready to give this a go? If you are, fantastic. Let's move on from this introduction and get started with the first lesson. See you soon. 2. The #1 Rule of Copywriting: So what do you think is the most essential qualities to have as a copywriter? If you're like me, when I was first starting out, you might say creativity. But this way of thinking is a bit of a trap. While creativity is definitely one of the factors to pay attention to when rising copy. In truth, the most vital thing to get right is clarity. Maybe clarity isn't as glamorous as creativity, but being clear and your messaging is the number one rule of copyrighting. An example. Well, look at the title of this course, 60 plus copywriting lessons, actionable tips to build a career as a copywriter. You can clearly see what this course offers. I could've been clever and opted for a more creative course title. But if I hadn't given you a clear ties or you may have been left confused about what the course is even relating to. And the ultimate sin of copywriting is to leave your reader. Confused. Confusion makes people annoyed and believe me, they will just click elsewhere. So let me ask, have you ever heard of David Ogilvy? If you haven't then check him out, he was one of the true marketing pioneer is he virtually took over the advertising world between the 19 fifties and the seventies, where there's advertising agency Ogilvy and Mather. It's still successful today. Ogilvy authored an awesome book called Ogilvy on advertising, which is known as one of the grace, and I'd highly recommend it. Here's one of the quotes from the book. When I write an advertisement, I don't want you to tell me that you find it creative. I want you to find it so interesting that you buy the product. And as we can see, creativity is pointless if it doesn't move the sail along. Here's another one of these quotes. It certainly straight to the point. I don't believe in tricky advertising. I don't believe in cute advertising. I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives. Now in my opinion, a truly great copywriter can offer both clarity and creativity. That's what we'll get the most attention in the end. But if you have to choose one, especially when you're starting out, I'd always advise that you prioritize clarity. Before we move on. How can we sum up this number one rule of copywriting? I put it like this. You may be able to get away with being clear, without being particularly creative. You weren't gets away with being creative yet unclear. So next time you sit down to write some copy, think very, very carefully. Well, my customer, understand this. Does this even makes sense? Be brutally honest with yourself. If you think that there's any policy, the copy that they weren't understand, re-write it until it's as simple to read as possible. 3. AIDA Framework: Copywriting Hacks: I'm guessing you wouldn't say no to a technique that you could repeat over and over to make a ton of sales. Really, the aida framework is the closest thing to a hat in the world of copyrights in, as far as I'm concerned. But what does a to stand for? A is for attention. I is for Interest. D is for a desire and a faction. The advantage to this framework has is that it naturally leads a customer through the sales process. If you want someone to buy your product or service, use ada. If you want to convince someone that you are days or the best, use ada. Heck, if you want anyone to do practically anything, a good place to start is Ada. You might be thinking them, this guy really loves Ada. Accountant is true. Aida and saved me hours of procrastination. It lays out a writing structure that makes perfect sense. But let's start off with attention. Attention often comes in the form of a headline or an introduction. That's usually one or two lines. As you note, you don't have much time to grab a reader's attention. So always be thinking, how is my introduction relevant to my target audience? Is it benefits promised? Or they're going to feel curious after reading my headline. Here's an example to think about. For entrepreneurs, you will not working as effectively as you could as an entrepreneur. Here's a productivity tool that's perfect for you. Do you see how this could grab attention and rights away? Now, in the next section, we need to build interest and this should make up most of your copy. The reason for this is that customers will often approach a product to a sales page with hesitation or suspicion. So you'll need to build a solid argument for why they should believe you and buy your products. There are a number of ways you can create interests, such as including data. Everyone loves a statistic or two, have you got any research that proves your claims are true? I mean, go experience or is your background, you have relevant qualifications or credentials. Why should the customer trust? And then also we have quotes. These are particularly useful if you don't have a lot of experience yourself. Instead you can use relevant quotes from famous people or authority figures. Another example, We think this is what could go in Interests section for a nutrition clinics sales page. Barbra came to connect with a Cournot case of leaky gut syndrome. Within three months of high personalized nutrition plan, Barbara said her symptoms had reduced by 85%. Okay. Now we've covered the Interests section of Ada. It's time to discuss the third pot. Desire. At this point, you need to give an emotional incentive for the customer to make a purchase. Show the customer how their life would improve by using your product. Medic, where you're selling more real in the customer's mind. Here's a short example of how a sentence could appear in the desire section for a meditation app. One to feel less stressed, have a comma day every day with our new meditation app. And then last up, we have the action section. This section isn't long at all. It could simply be a button at the bottom of a page to prompt the customer to shop now or sign up here. And lots of brands don't do this enough. The call-to-action is weak or unclear. And despite all that the they've put in to get the customer to this point, they lose out on the sale. Instead, be specific. What do you want the customer to do next? For a garden center, maybe it's this, gets 30% of premium garden furniture here. Or for sportswear brand, maybe it could be comment below to enter the prize draw for a $100 off our sports gear. Text prompt could be in bold or italics or be in a different color to the rest of the copy. Or it could be embedded within an attractive image. But always ask yourself, is the link or button obvious for the customer to click? If a customer would just step away from that computer or from their fine, good, they still see your call to action. And there we have it. The Ada framework, easy to use, easy to remember, and definitely one of my favorites of all time. 4. Hold the Reader's Attention: Copywriting Hacks: Ever notice how Skill Share courses are typically split up into u, one to ten minute lessons. This isn't by chance. Course creators know that learners tend to prefer bite size content that's easier to follow. It's just how people best retain new information. And this is no different in the land of copy. Humans have amazingly complex brains, but also very limited attention spans. Did you ever hear that report from Microsoft Canada a few years ago that claim the average human attention span is now just eight seconds. A decreased from 12 seconds in the year 2 thousand. Yeah, the average goldfish attention span is nine seconds, one more than the modern human. Now, the legitimacy of these stats have been disputed. But there's plenty of proof to show that people increasingly prefer shorter bursts of information as technology advances. Case in point, movies go to the cinema nowadays and you'll tend to find that movies, on average have shorter, short lengths and a more action packed. We simply have an endless amount of entertainment options to choose from these days. And on one hand, that's great. But as for copy, well, if someone is reading your blog post, email or sales page, and they feel even a hint of boredom. They're going to click elsewhere. Maybe you do the same as me when watching YouTube videos. I will often scroll down and look at the comments. And that's because the video is engaging enough to hold my fo attention. So what's my advice for you when it comes to writing copy? Get to the point. Fast. Simpler words, shorter sentences. Don't give people a huge paragraph of text when two lines would have been sufficient time for an example, I think here's the wrong way to write copy. We provide digitalized, personalized solutions to ensure that every member of your team can function at their maximum level of productivity. And this is the right way to write copy online productivity hacks custom made for every team member. This version is much shorter and snappier, isn't it? So choice B, as ruthless as possible with your copy. Now fluff allowed, some people may think, Wait, so can I ever write a long form piece of copy or people who just don't have the patience anymore? Well, yes, you can write long form. The point here isn't so much about length, ironically. Rather it's about style and segmentation. If you need to write an in-depth 3 thousand word article, that's fine. A lot of people enjoy those detailed articles on topics they're interested in. But don't throw all of the details of the reader. And one guy allow them to take natural breaks as they're reading. This means splitting the content up. Subheadings, bullet, italics, images. Trust me, these guys, A0 best frame, best friends if you want to hold people's attention for longer. Alright, one more example before we move to the next lesson. Discourse. If the content was provided and 13 hour long video, you'd probably lose attention pretty quickly. But by splitting the lessons up, the content is segmented. This gives you time to pause and makes the content a lot easier to process. 5. Nobody Cares About You: Copywriting Hacks: That's right. Nobody cares about me. Sounds kind of harsh, doesn't it? And I don't mean it in general. I just mean when you're writing copy is a very important thing to remember whenever you sit down to write it. Let's say I'm trying to pitch you my business idea. If always to ramble on and on about how my product is so amazing, would you be tempted to buy? Probably not right? Yet countless. And I mean, countless businesses make this mistake and they lose out on potential customers because of it. Now it's understandable for business owners to be excited about whatever products they offer. But people don't want a long speech or essay. A nobody got time for that. They might become open to reading more of your content as time goes on. And they get to know your brand, but probably not at first. Instead, they want to know as quickly as possible how the product or service will help them. This is why it's best to say you a lot more often than I or way throughout your copy. After all, using the word you means that you can speak directly to your customer. Let's take this example. Say you have to write some copy for a personal trainer. He wants to sell a new high-end fitness program. A headline for their landing page, promoting the program could go something like, I'm an expert personal trainer, checkout, my awesome high-end fitness program. Not great, right? Would you rather read content for myself obsessed brand or a customer centered brand? It's the latter, isn't it? So what if we switch this up a little and take the you in approach instead? Here's what it could turn into. Do you want to keep fit without having to go to the gym? Discover the high-end fitness program that makes your workouts much easier. This version isn't exactly perfect, but it is a significant improvement on the first effort. So what's the core lesson here then really is about trying to make your copy and communication strategy as personalized as possible. That means ditching the me, me, me approach and focusing on making a real, genuine connection with the reader. 6. If, Then, Why: Copywriting Hacks: If you are determined to become a copywriter than pay attention. Because this simple technique will show you how to engage customers like nothing else can. That's right. Welcome to the If Then, why technique? If then Y is a great place to start on your copy? Remember how important those first 15 seconds are to grab attention online. If then y is one of the best ways to do that, helps to set the stage and build curiosity. The if section makes the reader realize that they are indeed part of the relevant audience, the then section suggests what action the reader should take next. And then finally, why tells the reader why taking the action mentioned is going to improve their life. You can often lead into this section with the word because or so. Example time yet gone then, well, if our target customer is looking to rent a super car for their birthday, we could open with something like, if you want the Ferrari or Lamborghini experience than higher a $200 thousand value, cough the day. So you can enjoy a thrill ride or very low-cost. Let's go through the if, then and the Y one by one. The if identifies the audience. Someone interested in the super car experience, then shows people what to do. Hire a $100 thousand value car for the day. And the y tells people why taking this auction action is so awesome. To enjoy a thrill ride, really low-cost. See how cool this technique is. It forces us as copywriters to be as engaging as possible in the first sentence, and to not be afraid to be a bit dramatic, to make a bold claim and really sell the product. How about you take a moment after this lesson to try the If, Then why technique yourself. See if there's an object in the room that you could work and try and sell it as best as possible. Let me know how you get on. Good luck. 7. Mid-Story Start: Copywriting Hacks: This copywriter didn't take no for an answer. Week-by-week. He writes all of the content for the lessons. He doubted whether he could complete the course, but he persevered knowing if he didn't create this, if he didn't fulfill his goal to help other people like him learn how to make a career out of copyrighting. And he simply could not forgive himself. Way, holder. Where am I going with this? Well, we don't quite know yet. But hopefully the mid stories that got your attention. Now this is how I started with this copywriter didn't take no for an app, for an answer. We launched straight into the story. I didn't spend five minutes giving lots of context amidst the beginning is often called in Amadeus rest, which is Latin for starting in the midst of things. We skip the slow boring buildup and fast-forward to the main event. This technique of storytelling is amazing, effective for writing copy. You ever find that the start of a sales page or email with the hardest possible, trying to come up with the perfect opener is enough to keep me stuck for hours. So choices skip ahead to a later point in the story. What does your main character want, or are they doing about it? What problems are they facing along the way? These are all great questions to ask for a mid story starts. Let's go through an example then. Say you have a 51 supplement for muscle growth and you want to market to male Jim girls. More specifically, you want to attract jim girls who are struggling financially. J to the monthly expenses that come with trying to build muscle instead of taking ages to get the story started, why don't start in the middle? Something like this. Brad had to do it. He had to keep going with this journey to feel happy with his body shape and actually feel confident in themselves. The trouble was he couldn't afford everything. He needed to keep building muscle. All of these out in the gym. The protein packed males 27 minutes a day. They meant more than developing a strong body. They represented respect. Respect for himself, for prioritizing is health and respect from others who wouldn't mess him around anymore like that dish back Nathan and college. Here's Nathan. Thank You. Could pick brought up by the color and slam him against the locker. Isn't the way to math class. God. And may bride angry, just thinking about it. How he'd been undermined, overpowered by the come a long way since then. He felt more secure as a man. She was running out of cash, the gym memberships, the huge amounts of protein yet by each week and a monthly supplements he had to order the costs we're adding up. Just as Brian was starting to get disheartened, a senior trainer told him about a new 51 supplement on the market. Essentially, it could replace five of Brad supplement bottles with one, saving him money, time and storage space. And yada, yada, you can see how the story might continue. But what's the best way to practice this made story starts technique. Think about the traumatic event in your life. Imagine yet to tell the story about events. But instead of opening with the start of the story, open somewhere in the middle. And the most dramatic juicy possible. If you watch a lot of YouTube like ID, you'll notice sometimes taking each IBA a minute or more to actually start a topic. On video. It's annoying and you're left thinking, Come on, hurry up and get to the point. I don't know about you, but I much prefer when the person launches straight into the topic right away and gave them a background to who they are or what their challenges about later in the video. And that's a wrap on the mid story start. 8. One Big Idea: Copywriting Hacks: How are we would love to have people's unlimited attention where my writing copy. That's just not how marketing works in reality. For this reason, you need to think about how you can narrow things right down to just one big idea for each piece of copy. Rights can email. Stick to one bigger idea. Creating an ad. Stick to one big idea. Of course, you can experiment with different ideas in other ads or other emails, but make sure you only choose one big idea at a time. Now the truth is, it's very, very tempting to be overenthusiastic. Choices squeeze lots of ideas into one piece of copy. However, this scene gets confusing for the customer. Copywriters are at risk of trying to say everything there is about products only to give the customer square iss and make them click away without returning any of the details you provide it. Time for an example, I think let's say you need to write a homepage for your freelance copywriting website. Should you keep it short and sweet or go into a lot of detail? Or you might be surprised to learn that the issue isn't so much the amount of copy on the page, but rather the idea or ideas that are being shared. Ask yourself, Will a website is to walk away from this homepage. And yet, I understand what this freelancers nations, I can understand how they might be able to help me if they can. That means you've been clear and consistent with the one big idea you wanted to express. Freelance copywriter who specializes in the travel industry, could be your one big idea. If it is, then all of the content on your homepage should feed nicely into the idea that your best serve to help travel businesses. Or maybe your big idea is that you're an Email Copy weizza, with a professional background in print moccasin. That's fine. But make sure the page content overlays back to the heading or type line you started the page off with. If your homepage claims Euronext by five different things, the reader will be left thinking, hmm, sorry amigo, I don't follow. Really, one of the best ways to build trust and rapport with the rega is to be consistent. For each new piece of copy that you write, resist the temptation to go off on tangents and instead, keep a central theme running throughout the Copy. This will make it neater, CRISPR and much easier to follow along. 9. Hero's Journey: Copywriting Hacks: You may have heard of the hero's journey, which was popularized by the famous American professor Joseph Campbell. You had in turn been inspired by the iconic psychologist Carl Young. For many is seen as the ultimate narrative or story archetype. If the hero's journey is so effective, then wouldn't we be foolish to veil to use it in our copy? We would indeed. And awesome copywriting technique is to make the process of buying your product or service seem like the customer is performing a heroic act. We want them to feel like a million bucks when they buy what we're offering. We want to make them feel like they just made the best decision of the week, month, or even year. This is what you'd call buyers pride. And it works because not only will we make more sales were also breached the customers self-esteem and give them a real sense of hope. Now, what does the hero's journey involve? Well, different people say there are different numbers of stages to go through. But really it comes down to three main steps. One, the Departure. Number two, the initiation number three, the return. For the first stage in the departure are here I must challenge themselves and answer a call to adventure. This could be departing from my usual habits, environments, thoughts, or beliefs. Jeering MII initiation stage, which is the second part here, is hesitant to answer. The call to adventure receives advice or guidance from some kind of mental or expert. Behavior must face setbacks and problems they must overcome. Eventually, despite the unfamiliar territory and uncertainty, our hero defeats enemy and experiences a sense of victory. And then finally, there's the return R here I must return with their reward to their previous environment and share the benefits of this world with the people they care about with their community. How can we apply this journey and copy then? Well, what if we are working for a career coach? He wants to sell their coaching program in an advertising campaign. If we're thinking about how to turn this into a hero's journey, then we have to think about those three main stages. Departure, initiation, return. At the departure stage, we might want to appeal to someone who is sick of their current job, unhappy and the need of career guidance to help them strategize a new career. Then for the initiation stage, we can name setbacks that they may experience facing job rejections, feeling unsure of their abilities, feeling scared of judgment from family and friends, as well as the reward that career coaching can offer them, such as much greater job satisfaction and work-life balance. And then for the return stage, we can talk about how the people they care about who benefit from their positive change. It could be that now our hero has crafted a create, enjoy, and get paid well for banks to the coaching. They can trade their partner to a surprise holiday or be respected by their friends for what they've accomplished. So remember, if you really want to make the customer feel good when they buy what you're selling. The hero's journey technique where you down. 10. Don't Write for a Crowd: Copywriting Hacks: What if people think my writing sucks? How can I please everyone? This is impossible. Thoughts like this lead to complete overwhelm. They cripple copywriters and leave them in a state of analysis paralysis. So to get around this issue, I want to let you know about a great writing hack that I learned from Tim Ferriss. Here's the hack. Keep just one, I repeat one person in mind when you're writing. It could be a friend, a colleague, ideally someone you know well, as long as you have a clear picture of the types of problems they might experience day-to-day and the types of solutions that you can cater to them with your copy. But why does this approach work so well? There are a few key reasons. Number one is writing for one person gives you a sharp point of focus in your copy. If you have a mental picture of the person you're speaking to, your copy is more likely to stay on track rather than going off on tangents that would bore or annoy the person. Number two is that there's less chance of stage fright while a copywriter doesn't literally have to get up on stage and present. You know that particularly when working with bigger brands, your copy is going to be read by a lot of people. And what ends up happening is that some copywriters try to please everyone. And the opposite actually happens. They please no one because the copy is too general or too vague. So writing for one person ensures that your as specific as possible. And number three is I find that I write as a quickest B when I keep one person in mind rather than a big crowd, it feels more like an everyday conversation than a pitch. Now, when you're having a regular conversation with someone in real life, do you stop after every sentence and spend five minutes editing? Now, you carry on. And using this approach, the same thing tends to happen with your writing. Maybe you feel like it will take some time to figure out who is that one person you should write to. And it will depend on the topic. We will explore the topic of ideal readers or buyer persona's later in this course. But for now, when you sit down to write, imagine you're having a nice conversation with someone you know, over a t or a coffee, don't force yourself to write in a way that doesn't flow naturally. 11. Heart of the Matter: Copywriting Hacks: If you can write in a way that shows you understand the heart of the matter, IE, the emotional payment the reader associates with that problem. You're a lot more likely to be able to connect with them. You have to be careful though, because ethics come into play here. You could argue that this technique involves manipulation on some level. And some people would argue, oh, well, we're always trying to get our way and persuade other people to do things anyway. So we're always manipulating. While this is true, I do think there is an ethical line to be drawn. We have to act in a way that we think can match the customer's best interests, rather than sucking the man with a completely false promise. For example, a dog boarding service is seeking to attract dog owners who are going on holiday and need to leave that pets in good hands washed away. You could advertise the dog boarding service in a play way without referencing the dog or an owner's core emotions. But that would be a missed opportunity. Get to the heart of the matter. What is the dog owner likely to be feeling? They're going on a trip and the dog is going to be sad or maybe scared, waiting for them to return. Of course, the dog arena is going to feel guilty that they're leaving their beloved pet behind. Therefore, we can take the boring dog boarding service ad and, um, things up a bit. How about this going on a trip, but need to leave your page behind. Our dog polling service offers one-to-one care, soft bedding and healthy tree so you can travel freely. And intro I, this is much more effective at getting to the heart of the matter is show that you understand the customer's emotional agitation or pain and you show them why you offer can relieve them of this negative emotion. Standby for the next cool copywriting technique, I'll share with you. The mid story stocks. 12. Magic Button: Copywriting Hacks: So magic by name, magic by nature. The magic button technique makes the product or service you sell a pair as easy for the customer to use as possible. Essentially involves emphasising the W14 part of your product or service that the customer can benefit from. This is particularly useful for when the customer wants to go from one state to another, which could be a physical state or an emotional state. You see this a lot in the Health niche. Many people want to go from fat, slim or from skinny too muscly, or from inpaint comfortable. And as quickly as possible. Just think about it. People want to have to go to the gym or stretch every day or void chocolate and fries. Now, this takes a lot of effort and many people don't have self-belief that they can commit to a healthy lifestyle long-term. That's why you see so many weight loss supplements the promised to transform your figure in days or weeks. And yet, a lot of people fall for. The truth is humans can be pretty darn lazy. We want shortcuts. We want the magic button that makes things better fast. So if you emphasize an element of your product or service that can take the effort away from the customer. This will work in your favor. Why do you think healthy meal delivery services are becoming more popular? They're convenient, right? They take the effort out of shopping and cooking. The customer doesn't have to walk to the store, go up and down the aisle with Charlie or spend an hour or meal preparation. Nor do they have to research healthy recipes. Instead, they get a done for you service. They can tell the meal delivery service their food preferences, whether that be vegan or gluten-free, et cetera. And even I desired amounts of macros. Eeg protein, fat, carbs is like pressing a magic button to get the meals they want on their doorstep. Hence the name of this lesson. I hope you like this one. The next technique I'll be discussing is called the heart of the matter. 13. Feynman Technique: Copywriting Hacks: Have you ever heard of Richard Feynman? He's actually one of the most well loved and respected physicists of all time. But before you say hold up jacqueline, this course is meant to be about copywriting, not physics. Just hear me out for a minute. Because Feynman's secret technique, which is often referred to as the great explainer, is super relevance to the world of copy. I don't know about you, but I struggle with physics as many people do. You have Feynman could take very complex topics within his field and make them understandable for everyday folks. This turned out to be a superpower. Has he could give lectures to students who had no prior knowledge of a topic like particle physics. And break the concepts down into simpler tons. And if you can develop the habit of doing this as a copywriter, you kind of have a much, much greater chance of success. The skill of simplifying complex material is particularly vital if you're working with the business that say tech orientated or maybe introducing new, pioneering product features. The whites already be well known to the public. And as we mentioned earlier, your job as a copywriter is to communicate ideas in the clearest way possible. You can think of yourself as the glue between the product and the consumer. Fortunately, Feynman came out with an easy-to-follow four-step technique that to make sure that you can always explain things clearly. That start with step one, writes the name of the concept on a blank piece of paper right at the top of the page. Step two then is to explain the concept in writing as simply as you can. And in your own words, you straightforward, plain language. Imagine your teaching a concept to a student who knows nothing about it. This will reveal what you understand and what you don't know enough about yet. Okay, then moving onto step three, review the gaps in your knowledge. What Weren't you able to explain clearly during your first effort? Go back to the source material until you feel is well set in your brain. And then repeat the second step. Finally, step four. If you feel like you understand the main concept, but you're still getting long explanations or just paraphrasing the source material. Take a moment to reflect on these questions. What's the main idea I need to get across? Why is it important? And if I only had ten seconds to explain it to someone in a rush, what would I say? Another strategy is to use a story or analogy to help with explaining concepts in simpler language. This also makes it more interesting for the listener or reader to follow. So you don't need fancy words to be an, a class copywriter. And you certainly don't need a giant thesaurus. Rather it's about taking complex concepts apart and dishing them up to your customer in an easy to follow formats. 14. First Drafts: Copywriting Hacks: All right. It's time to talk about the dreaded first draft, a cause of procrastination and fear for writers everywhere. I, lots of copywriters struggle with it. Cursing and annoying case of writer's block. So what are some of the best ways to power through your first draft and put pen to paper. Well, there's a clue for my first tip. Pen to paper. World renowned writer, Neil Gaiman writes all of his first run, first draft by hand, because he feels like there's less pressure that way. What he has written isn't official or real until he's talked it up, giving him more freedom to create without self critique. This is vital because our brains often want everything to be perfect right away. We write a line or two, but instead of letting the words flow, we fall for the temptation to read over what you've written and then spend five minutes editing. Before we know it flow has gone. I realized writing by hand seems more time-consuming. Most people can't write faster than they type. But if you're more focused and escape the distractions of a computer, and it makes total sense. I actually wrote my first book, a suspense novel called honey talk in Microsoft Word. Where as my second book, a nonfiction about life balance, was written by hand. And I don't know if it's coincidence, but book one took me a year and a half to publish, whereas Book Two took me 3.5 months from start to finish. This increase in speed was due to having a pen and a notebook by my bedside. I would pick up and jot down ideas each night and Freehand or even take my notebook to a field on sunny summer days and spend an hour writing. This turn out to be a very, very enjoyable process because I didn't have the pressure of, Oh, no, I have to write. Now. Instead, I was writing because I wanted to write. And here's a fun fact. Jk Rowling wrote all of the first drafts of the Harry Potter series by hand. But what else can you do to get quicker rising first drafts? Here are a list of tips you can experiment with. Saturday early word counts that you're aiming for. Whether that be 200 words, 2 thousand words, or anything in between. Change your workspace. Whether this be different rooms in your house or public places like cafes and libraries. This may give you a boost of inspiration. Put your phone on airplane mode during your writing sessions. Man, This one was a total game changer for me. And finally, take scheduled breaks every 20 to 60 minutes. You can make a hot drink, stretch whatever acts as a nice little mental refresher or reward after your work session. Try them out and see which strategies and most beneficial for you. So in summary, the faster you can write, the better, believe me, first drafts usually are not great, not at all. In fact, sometimes they won't even be as an OK level. But you give yourself more chance of discovering a golden idea that will make you stand up from your desk and raise your hands in victory. 15. When in Doubt: Copywriting Hacks: We've all been there. Sometimes we sit down to crank out some copy, but try as we might, the words just won't come. Maybe we hit a mid afternoon slump or we stayed up too late the night before watching that flux. Whatever it is, the point is that we can't write amazing coffee all day, every day. So what should we do when our brain isn't at its maximum productivity levels? Well, I have a list of words that are in my copywriting treasure box. If you like. These words are like trusted friends when I'm lacking ideas. And my ultimate favor on this list is drumroll, please. Because Yep, because as an almost magically persuasive word, I even put it above other power words like new, now and free. But why is the word because so persuasive, because it gives the reader context a Link's point a to point B. And it connects your opening statement to a piece of evidence or reasoning that backs up that statement as a natural flow to it. The book, influenced by Robert Cialdini features a study where office workers using a Xerox photocopy machine were tested to see how they react when someone else asked if they could access the machine first. Essentially the study investigated how varying requests might affect people's willingness to let the person cut in line. In the first group, all the participants said was, excuse me, I have five pages. May I use the Xerox machine? And they scenario 60% of office workers let the participant use the machine first. And the second group, the request was changed. This time the participant asked, I have five pages. May I use the Xerox machine because I'm in a rush? Notice the subtle difference with the word because included, this time, a stunning 94% of people let the participant cut in line 34% increase. And how about the third group? Or here's what the participant was instructed to say. Excuse me. I have five pages. May I use the Xerox machine because I have to make copies? Now, that's not really a valid reason to jump in line is obviously anyone at a photocopying machine needs to make copies. Otherwise, why would they be there? Nonetheless, 93% of office workers still let them go first. With this in mind, then next time your words fairy and believe me, they will see if you can sneak in. Because or two into your copy. You might be surprised just how effective it can be. 16. 4-Step Structure: Copywriting Hacks: How nice would it be if you had a clear, simple to remember structure for your copy to outright your competitors. Well, you kind of already do. Remember the earlier lesson in the course about Ada. Attention, interest, desire, action. I always say you can't go wrong with that. But with this structure that's coming up, you can get scenario, your prospect even more. You can be more specific in your messaging. And what have we learned so far? Knowing your prospect well is one of the essentials of copy without further ado. Then let's start this four-step process of step one, research who your prospect is. Fortunately, we live in an age where we can do a ton of market research without many barriers in place. Tools are the ones we've mentioned. Google Keyword Planner, Anubis suggest are fantastic for the research process. Essentially, the more you can find out about your prospects, dreams, desires, fears and failures, the better step to narrow the problem and solution. The truth is one product console, every problem that the prospect has in their life. So instead, we have to figure out the prospects most pressing problem. So you can position the product as a solution for this problem. You need to zone in on this core problem and drive the message home at a product offers a solution like nothing else can. Step three, set the buyer criteria. This step can be the most difficult one to get right. You need to guide the prospect and show them what to look for when they're on the market for a solution. Where my writing copy, we've got to remember that while the prospect may know what their problem is in a lot of detail, they may not know what represents a good solution for them. This is where you want to really sell the features of the product. Doesn't make the prospects life easier. Does it save them money? Does it help them focus? Leave no stone unturned, tell them or represents a quality solution for this particular problem. And line your product up so that it takes all of the buyer criteria. And then step four show the solution in action. A before and after case study is ideal. Step four is where you need your storytelling skills to showcase how the solution works in real life. If you show the prospect how a satisfied customer, who's just like them has already gone through the process of buying a product and used it to improve their situation. This is usually even more effective. And discussing the product's features. I hope you found this four-step structure valuable. Remember the steps once again, our step one, research who your prospect is. Step two, know the problem and solution. Step three, set the buyer criteria. And step four, show the solution in action. Right then, time for our next lesson. 17. Aftercare Package: Copywriting Hacks: Okay, here's the thing. It's all well and good going for the hard sell approach. There's definitely time for it in order to get the sail over the line. But what's the point if the customer fails, used, manipulated, or tricked? Honestly, there's no point at all. If you want to build long-term relationships with your audience, a useful copywriting technique to include is the aftercare package. Well respected copywriters like Chris had ad report that their copy converts 20% better when they include an aftercare section. But what is it exactly? Essentially the oft care package comes after the whole pitch or big cell. The customer has already decided they're going to buy, but the aftercare package, Sweden's them up. The copyrights, every Kindles report. The customer tries to go on the same level as them, as if they're talking to a friend. Say the purchase requires a fairly large investment from the customer. The target could be very conversational like this. Listen, I appreciate this is a lot to take in. And I know product name isn't a cheap investment, but sometimes we just have to go for it, right? Time flies. You know how it goes. There won't be long until another year's flame by, let's start creating the life you really want today. Obviously, the content of the African package will vary according to what you're selling, but the style will pretty much be the same. Reassure the customer that you understand that the house about buying and make it clear that you're here to hold their hand, so to speak, and help them improve their life. It's easy to forget about the aftercare package, but taking the extra effort to cool things off, following the higher pitch. And remember who you're talking to will reap rewards with a greater percentage of conversions. Test it out, and let me know how you get on your next copywriting project. 18. How to Learn From the Greats: Copywriting Hacks: This course is all about trying to give you the skills you'll need to develop as a copywriter as quickly as possible. Which is why all the lessons are under ten minutes. But it's one thing learning the theory and another, getting to work with the practice. So how can you practice writing high-quality copy fast? Well, the answer is quite simple. You just need to learn from the best. And as much as I'd love to say That's me is definitely not the case. Instead, find ads written by great copywriters over the past few decades. Search out the most successful adds, the home runs and well, copy them. They actually sit down pen and paper and copy the ads word for word. Sure. This will take you some time. It does require patients. You might be looking at one to two hours to handwrite a newspaper advertorial, for example. But trust me, this is worth the upfront time investment. I easily spent one to two days at the start of my copyrights in Korea, simply going online, sifting through awesome ads and writing them down word for word in my notebook. You don't need to write hundreds, five or ten adds or sales letters. It's a good stop. And the best part is, this is a totally free education. If you're wondering where to go to find the ads than at least at the time in this course, there is a website called swipe file.com that has an awesome range of effective marketing campaigns from years gone by. My personal favorite is a series of 25 letters written by one of the most famous copywriters, Gary Halbert. And they were written to his son pond there called the borne methods. Take a look at these letters and you'll see a very human style of writing. It flows super easily and the wording fields personal when you're reading it. Anyway, whatever type of copy you choose to copy, excuse the pun. I then recommends that you review what you've written down. You can use a copyrighting formula, like the aid of formula, which we'll discuss in a later lesson to see how the ads or Latins deliver on each point. Or you can be even more critical and go through each line. Is there anything you would change if you have to rewrite it? Make sure you're not just reading ads and make sure you're writing them by hand rather than on a computer. This is really the critical parts. Many studies show that writing by hand improved how we learn. You'll be able to focus better on the content as naturally your white slower than you would on your laptop, for example. And with this reduction in speed, you'll be able to remember the material more efficiently. 19. ABC Formula: Headline Writing: Headlines, headlines, headlines, perhaps the most crucial part of your copy. It's often said that eight out of ten people will read your headline, while only two out of ten or read the rest of the copy. Some of this is outside of your control, of course. But give your audience a crummy headline. And let's face it. They're not going to click or read any further. You would have lost them at the first hurdle, sat times a. Now is that one type of headline that you can use over and over to guarantee success. Now, unfortunately, that's not the case. It's not that easy. But I am going to run through to headline hacks that you can use. That will give you a great foundation to build from. One is called the ABC formula, the other is called the RT formula. And for this lesson, let's start with the ABC formula. A stands for audience, B stands for benefits, and C stands for curiosity. I actually first heard about this strategy from a terrific copyrights and named wafer, who I recommend you check out. Since learning about it, really transformed how I approach wise in headlines. In fact, I used the ABC formula in the headline for this course. Let's take a look. 60 plus copywriting residence, actionable tips to build a career as a copywriter. Can you see how this headline delivers on all three elements? First, we've got 60 plus copywriting lessons, which identifies the audience. People who want to learn about copywriting. Then we've got actionable tips which promises a key benefit. And then build a career as a copywriter. Which creates a sense of curiosity to find out how you can make a career out of this skill. If are there just called the Core something more standard like copywriting course, you might not have felt as inclined to click and check it out. Similarly, if I didn't identify my audience and called the course something random, like, how's a party like a flamingo? As funny as that sounds, is not going to work as attracting the right kind of people. Sorry, that's going through a quick example of how you could use the ABC formula in practice. Say you're writing copy for a chiropractor. The car price is experienced and I've won awards. They want to promote a new package of spinal Adjustment treatments using online ads. We could go with something like this. Beat your pack pain for great with these new spinal corrections developed by an award-winning car price or audience is covered with BGO back pain triggered is obviously targeting people with back discomfort. Then benefit is covered with spinal corrections. And curiosity is covered with award winning car proto. People will think, hmm, I wonder what awards they've won. Let me carry on reading and find out. Curiosity also gets piqued by including the word new. People love new stuff. Make sure you remember that as a copywriter. A great quote writings this comes from the must read book, The 22 Immutable Laws of Marketing. And it goes like this. Everyone is interested in what's new Few and what's better. Anyway, that's enough for this lesson on the ABC formula. You can write the three words, audience benefit, curiosity. At the top of the page before you start writing your headlines. I promise it will save you a lot of time. 20. ROT Formula: Headline Writing : We've had the ABC headline formula. Now it's time for the second copywriting weapon for coming up with headlines, the RT formula. While I probably use the ABC formula more often than there is still plenty of occasions where ROT can reign supreme. But first up, what does already Stanford. R is for result. O is for objection, and T is for timeframe. I heard about this particular formula from a copywriter named nevertheless, Madeira even has a YouTube channel which you can check out. Anyway. The r in this formula, which stands for result, suggests that we state what result the customer will get by purchasing your product or service. The o objection addresses a common objection or barrier that may stop the customer from buying. And then t timeframe is that it's held a customer how quickly they can either received the product or get a good result of the using the product. So how does this formula work in action? Let's say you need to write a headline for an online education program. Maybe it's a program that teaches people how to speed read. We need to figure out how we can promise a result, overcome a potential objection, and then give a timeframe for the result. We need to do all of this in one to two sentences. After all, nobody wants to read a long paragraph of text and a headline. So how about this? Learn how to speed read in seven days, even if it usually takes you weeks or months to finish a book. Learn how to speed read gives the promised result. Even if it usually takes you weeks or months to finish a book overcomes an objection, which could be, I'm too slow at reading to learn this technique. And then in seven days gives the timeframe to expect. Now, let's try another version of this headline, a book, a speed reading masterclass today, suitable for all reading levels. So with this example, we have speed reading master class for the result suitable for all reading levels to counter and objection. And booking a class today. For the timeframe. The are the O and the T Don't need to follow a set order in the headline, as long as each one is catered for somewhere within headline, You'll be fine. Just like I recommended with the ABC formula, I suggest you write the letters are in big bold text at the top of your page. Before you start writing your headlines. You can write ten to 15 different headlines or more. And ideally, split tests the best two or three from that batch to see which gets the most clicks or conversions. Now stick around for the next lesson, where we will be moving on to talk about power watts. 21. Power Words: Copywriting Hacks: So are they really a secret that of words that will take your copy to the next level. Well, the customer acquisition team, however, optimum wants to say that you can get a 13% increase in conversion rates by using power words. These powers are essentially persuasive words that move the sales process alone. Yes, grammar and spelling are important parts of writing. But in copywriting, you have to make an emotional impact on the reader. The words you use a psychological cues, and awards such as expensive gives a very different Q. And the word cheap. We can't go through all of the power words out there. In this lesson, we'll be here for hours. So instead, I recommend you get 2mr.coms downloadable PDF with over 400 power words, which at the time of this course is available for free. You can go to sumo.com slash stories slash power dash words. If you want to check that out. And failing this, I'm sure there are other lists of power ads on Google. These types of words are well loved by advertisers and marketers. So if I have a need some inspiration, I take a look through my list of powers and I'll think to myself, what's the reader lightly to be feeling? Or what do they want to feel when they come across my email sales page or whatever it is that I'm writing. I'll then think, how can I use the power words to match their current or desired emotion? An example of this could be when a shopper is browsing beauty products, what's their motivation? Well, they probably want to look good and feel good about themselves. Words such as breathtaking and cute could be good choices here, depending on your market. Return include too many power words to the points that they start to lose their influence. Choose them wisely. Here are a few things to remember about power words. First, always research your niche and your competitors. Look at the language your competitors using a copy because you may want to take inspiration from them. But if you see some power words that are overused and becoming cliched, then you might want to find more unique alternatives. The second is about rising power wise is that when you're making an ad for social media, make sure to check the roles for each platform, whether that be on Facebook, Instagram, or wherever else. Social media platforms vary in which words they allow you to use, as they may not want a copy to be to over-hyped or mislead him for their users. And this leads into point number three. When you're writing emails, bear in mind that some email providers will view certain words as spam. Where the what happens when you stop your emails with dollar symbols or subject lines such as get out of debt or congratulations, you won don't be surprised to find an e-mail grace to the spam folder rather than the inbox, which is of course where you've wanted to go. So we can finish up this lesson here. If you ever need to give you a copy, more energy or more urgency. One of the most surefire ways to do so is to sprinkle in some power words. 22. Authority: The 6 Principles of Persuasion: Here's the truth. If you can't persuade people as a copywriter, you're gonna find it very hard to succeed. But fortunately, there are six very useful principles of persuasion that you can learn and use throughout your copy. These six principles originate from an awesome psychology and marketing book called influence, written by the psychologist Robert Cialdini. If you haven't read the book yet, assigned me highly recommend it. When I'm writing copy for say, an email alpha or webpage, often look to see if I can tick off each principle as I go along. And in the next six lessons, we'll review each one of these principles. For this lesson, let's start with the principle of authority. In essence, authority is a sense of power. Someone may have social standing that makes other people listen to what they have to say. And according to Cialdini, you can gain authority in a number of ways. But in his research, there were three main factors that seem to have the most influence. Number-one, job titles and credentials. Number two, uniform and clothing. And number three, tools and resources. First up, let's talk about job titles and credentials. Let me ask if you ever experienced a health issue. What did he do? You'd probably call it a doctor, right? As most people do, to arrange an appointment. Now if it's your first time meeting with that doctor, you won't know with a 100% certainty that they can help you with the issue you're facing. Instead, you have to take an educated guess. You might hear the job title doctor, and presumed well-informed about all areas of health. But the reality is that Dr. we'll have plenty of gaps in their knowledge. They are not perfect after all, but you want to trust them rather than having to do lots of research yourself, which takes both time and energy. Society is structured in a way that means individuals with certain qualifications. Titles like professor or queen, are seen as being higher up in the social hierarchy. Next, let's talk about uniform and clothing. You may have heard about the famous psychology study called the Milgram experiment. Normal, healthy participants were asked by a lab coat wearing experimenter to administer electric shocks to other people. The reality was that these electric shocks were fake. But the participants did not know this. They thought the shocks that they were giving words give the person quite a good amount of pain. Regardless, they continues ignoring the fake screams at the person on the receiving end. The participants were in distress. Yeah, they didn't stop the shocks all because the experimenter encouraged them. What this showed was the power of uniform. The lab coat gave the experimenter authority. And then the last factor to discuss in this lesson is tools and resources. In a San Francisco study, researchers found that motorists weighted significantly longer to honk their horn at a luxury car stopped as a green light than they would for an economy car. Other tools that provide authority are things typically associated with power in a given society. This could be big houses, jewelry, or even the latest gadgets. To sum up, then, always look for opportunities where you can show authority in your copy. Maybe you can list the credentials of the business you're writing for. Show team members in relevant clothing or uniform, will show you the tools they use like modern software. All of these factors can silently persuade the reader to pay. I won't pay more attention to the key message or hand. 23. Consistency: The 6 Principles of Persuasion: Just like there, oxide, success isn't always about greatness, is about consistency. And this leads us nicely into the second principle of persuasion that you can capitalize on as a copywriter. As you may have guessed, the principle is consistency. But how can you use consistency as a persuasion technique and why is it so effective? Well, psychology studies have shown that people want to be seen as consistent from the thoughts to their words, to the actions. For more information on this, I'd recommend you check out Festing goes cognitive dissonance theory. There may have been formed in 1957, and it's a bit of a mouthful, but it still holds true today. Essentially, when you notice your beliefs don't align with your behaviors, you feel uncomfortable. So you realize that something has to change to stop this inner discomfort. Now, there are two things we can do here. Either we need to change our beliefs about our behaviour, or we need to change our behaviors to match our beliefs. When a potential customer knows that taking the action of buying a product or service matches their true thoughts, then bingo, you can make a sale. Let's go through an example. Say a lady named Barbara is experiencing hair loss. She feels self-conscious. I'm worried about this and has thoughts such as, Well my hair ever going back. I don't want people to think I look weird. One day she walks down the street and sees and advertising billboard. It shows a hair growth product. During this urns, Barbara is attention and she reached the ad. That's a perfect example of consistency. Barbara has anxious thoughts about her hair loss. So she has acted consistently by reading about a hair growth product. Now, the product could say your hair grows back overnight. But that sounds unbelievable and kind of scummy. Was if the billboard instead had to have had a headline saying, double your hair thickness in the next three months or get your money back. Chances are, Barbara sees this as being more believable. Well, most likely either contacts the brand right away or make a note of the details on her phone to research the product more when she has time and when she gets home. Now, this part is key when it comes to copywriting. Will a new customer goes straight from discovering your brand for the first time to investing $1000 per month on a subscription? No questions asked. Realistically, no, at least not in most cases. But they might check out your website. Enjoy a free download or demo alpha. Follow your brand for awhile. Bio cheaper products, and then months later, go ahead with the big purchase. Copywriting is all about trying to get a series of small yeses from the customer. And the earlier, you can get the first yes, the better. For instance, if you're marketing a luxury pet food product, a great opening for your website homepage could be this. Do you want the best food for your best bud shop, our range of nutritious and a 100% natural pet food. By opening with such a question, shoppers silently say yes, and their minds, they do want that. And in order to make their behavior lineup with that thought of yes, I do want the best food for my best bud. It makes sense for them to buy the pet food on offer. But why are people so eager to act with consistency? There are two main reasons. First, as humans, we appreciate people we can rely on. And consistency is a good indicator of this. And there's a reason why that song, lean on me, got so popular, right? And secondly, behaving consistently is less mental work and it's a shortcut by being consistent with our earlier actions or decisions. We lessen the amount of information and we have to process. Remember, people often ignore information that contradicts that decision because it gets too confusing, too overwhelming, and it's too much brain work to change their opinion. 24. Likeability: The 6 Principles of Persuasion: Think of one person you'd like and one person you don't. If both people who asked you for a favor here, would you say yes to the answer's obvious, right? The persuasion principle of likeability is vital and personal relationships. Yet marketers often focus too much on selling at the expense of it. When creating a sales campaign. And important question to ask is, on the basis of this campaign, will my audience actually liked me or my brand? And will they like the products or services that I'm offering? Likability is persuasive in a few different ways. According to Robert Cialdini, author of influence, the first factor that leads to us liking someone is similarity. Humans are evolutionarily primed to search for people who are similar. Why? Because people who are similar feel safer to us. There were less unknowns to deal with. A study from the 19 seventies asked college students dressed in either hippie or straight clothing, as they called it. And there were the two fashionable trends at the time, for a dime to make a phone call. Now, the experiment is either dressed similarly or disc similarly to the students when they asked for money, what they found was that those dressed in similar clothing received a dime more than two thirds of the time. Whereas those who were in dissimilar clothing receives a dime less than 50% of the time. Pretty fascinating, isn't it? I mean, as a copywriter, if you're writing for, say, a yoga instructor, it makes sense to include images of the instructor in a yoga clothing at different points throughout the copy. This may sound obvious, but it emphasizes similarity with their yoga loving customers. And another mechanism for building likability is by offering praise or positive feedback. Remember, people always love to hear compliments. And here's a case study about this. You may or may not have heard of a man named Joe garage, who is known as the world's greatest car salesman. He said that's the secret to his success was at its core due to getting customers to like him. Which is no mean feat for a car salesmen who aren't generally viewed as the most likeable, trustworthy people. Gerard took an unusual approach. Every month, he sent a greeting card to his former customers, which has over 13 thousand people. The occasion changed by month, whether that be for Thanksgiving, new year, Valentine's Day, et cetera. As you can imagine, the costs added up. People thought he was crazy. But the message on the card was always the same. It read, I like you with his name underneath. This simple form of flattery worked amazingly and he got customers to return again and again. So how can this apply to a career as a copywriter? Well, when you've worked on a project, send your clients a quick thank you. Tell them you appreciate their trust in you. This tiny extra, extra step is effective for encouraging repeat business. And when you're writing copy, look for opportunities to pay a compliment to your customers. Their human after all. The final factor of like Benghazi to discuss as repetition. Humans like things that are familiar to them. Again, familiarize the feels safe and secure. People feel that they can predict others better when they know them well. And in one study of online advertising, participants were asked to read our schools where banner ads for a camera brand appeared five times, 20 times or not at all. Participants who saw the camera adds more frequently, ended up liking the camera more than those who were shown that adds less or not at all. So as you can see, there are many different ways to be persuasive with likability. Showing your similarities, offering praise, and being familiar to the customer can all make a significant impact. 25. Reciprocity: The 6 Principles of Persuasion: Without the principle of reciprocity, human civilization would most likely have died out long, long ago. It's built into how we connect and Swat Valley. When a person does something for us, we feel obliged to do something for them in real time. Now, this all sounds a bit deep and philosophical, doesn't that? But it is an essential parts of copyrighting to last because our survival depends on the continuation of relationships. In fact, a sociology study in the 19 sixties found that all human cultures subscribe to the rule of reciprocity. So let's take a look at this from a marketing perspective. Why do you think certainly brands offer a free ebook or download in exchange for the customer giving that email address. It's a you scratch my back. I scratch yours type of scenario. The brands can market products to the customer in the future, and the customer gets a useful resource for free in the present. The rule of reciprocity may be ancient, but as copywriters and marketers, we have to use it carefully. In the digital age, there were plenty of options for customers to choose from. If they give you that email address to and not free resource, it better not be a scam. Because if they feel cheated, they weren't never buy from you again in the future, they may even leave you a negative review. But how can the persuasion principle of reciprocity work in real life? Well, the results of one business study showed that main people, a $5 gift, along with an insurance survey, was twice as effective as promising a $50 payment if they mailed back the complete survey, you wouldn't necessarily expect this result YG. But because the good favour had already been done with that $5 gift cheque, the people who received it we're more likely to give back. Another amazing example comes in the form of relief aid that was sent from Mexico's that Ethiopia in 1935 years people were experiencing severe drought at the time, stopping by the thousands. Then in 198550 years later, there was an 8 magnitude earthquake in Mexico City, which killed either 5 thousand people in reciprocation. And despite the massive amounts of suffering that still existed in Ethiopia, the Ethiopian Red Cross charity sent $5 thousand back to Mexico in response to natural disaster. This proves that reciprocity doesn't just exist on an individual to individual basis. It can be international and cross-cultural to. Anyway, the point here is that as a copywriter and good favour with your clients, give before you take B, the one who goes the extra mile to provide them with value upfront, perhaps with some free or discounted WACC. And the chances are your efforts will be repaid. Don't always expect that favorite to be returned tomorrow or next month. But the probability is that it will come at some point. 26. Social Proof: The 6 Principles of Persuasion: If you were an engineer like me, then you may think you're not a social person. But really this is a lie. We are all social creatures and we look to others for clues on how we should behave in certain situations. And this is why the social proof principle as such parts of persuasion. The truth is when we see lots of people buying a product more often than not, we're going to want that put out more than if we hadn't seen all the people buying it. Case in point. Say you're at a market. If you see a large crowd of people gathered around one of the foods stands there. You're curious, right? Do you think that food stamps seems popular? Let me go and check it out. This persuasion Principle is at its most powerful in two situations. Number one is when people are unsure, hadn't formed an absolutely opinion on something. Whether that be a new technology or maybe they're in a foreign country. Basically, any situation where the right way to think or behave isn't clear. And then the second situation relates to something we mentioned in the previous lesson on reciprocity. And that's how I more likely to act in concordance with somebody who we think is similar to us. If we see a group of people who we perceive to be similar, whether that be in terms of demographics like age, gender or race, or in terms of more subtle variables like personality traits and hobbies were more likely to follow their lead. For example, if a 17-year-old boy, he wants to be stylish and liked by his friends, sees the, all of his friends are wearing Adidas shots. A lot more likely to go out and buy an Adidas shot. Then if he'd seen a bunch of 50-year-old women wearing such shadow. Copy writers can use the rule of social proof to good effects by including things like testimonials, case studies and reviews, and then copy content like this does some of the hard work for you as a copywriter. So you don't have to spend as much time or energy trying to persuade the customer to buy from you when you already have five positive and relevant testimonials on a webpage talking about him how amazing your product is. You could argue that public trust and online reviews has decreased over the past decade or so. And I would tend to agree a lot of fake reviews out there. And you should search for them wisely. The five-star rating has lost disadvantage. People don't seem to trust it as much anymore. And actually a four-point five-star rating is a lot more powerful in many scenarios. So how can we sum up? Well, the principle of social proof is a bit of a popularity contest in truth. If you can include evidence in your copy that other people, like the product or service that you're selling. You'll be actually huge advantage misses because in the customer's eyes, things like case studies, testimonials, and reviews are proof that you can be relied on to give them what they want. 27. Scarcity: The 6 Principles of Persuasion: Why do we fall for it? So often? We're browsing online and we see the deal, the deal of all deals, a special time-limited offer, 50% of the only until tomorrow. I more often than we care to admit. We by now, even if we've seen this deal many, many times before, and we know the discount claimed may not be factually true. We just can't seem to resist. Well, welcome to the persuasion principle of scarcity. Scarcity is the state of something being in short supply, as you may well know, by nature, rare or exclusive items of just more exciting to us that have more novelty. We have this curious mental shortcut where we presume that because an item is harder to get, it must be more worthwhile than an item that is easy to find or gets. As a result, a sense of urgency is created. We feel obliged to act fast or in terms of shopping to by now. So what are some of the ways we see this principle of persuasion play out in real life. Well, first we have time limited offers. This is where product or service is advertised as only being available for a temporary time. The customer can't delay and think about it in great detail. They're encouraged to act on instinct and emotion. An example would be 4K camera, 24-hour flash sale. Then we have a limited number of this works in a similar fashion, except the product or service is in short supply rather than time. An example of this could be only two of our luxury apartments are left going fast. We also have special offers which mark a unique event or collaboration. These can sometimes use a mix of time limitations and number limitation. An example of a special offer would be Warren Buffett's invest in Course is one and only masterclass. Turns out we find such office very difficult to walk away from. Now, let's talk about an evolutionary perspective for a minute. As you can imagine, our ancestors would evaluate resources that kept them alive in the wild. And often the best resources would have been the hardest ones to come by. For example, could have been a rare type of tree bark, may have made the best fires for people to keep warm. Or certain animals that were hard to hunt might have been most valued by their tribes. In modern life, by businesses have to be careful. The online customer is savvy these days and they can be left numb to scarcity offers due to seeing them too much. As a copywriter, you shouldn't spam people with special and limited time offers all of the time. Choose Wisely, less is more here. Literally. Thanks for joining me for this miniseries on the six principles of persuasion. I look forward to getting started on the next section of the course. 28. LinkedIn Outreach: How to Get Clients: Yes, the big question that every beginner copywriter wants to ask, how the heck do I get new clients? Well, there's no shame in feeling a bit lost and confused. Every freelance copywriter has been through the same thing, me included. And then there's four-part series of the course I'll be going through why I think are the best outreach strategies to find new clients. Some require more effort than others, but ultimately, it's up to you which strategy, or indeed strategies you choose to focus on. Ok, how we stretched the number one is LinkedIn. As you probably know. Linkedin is a business networking platform. Technically is a type of social media, but it's more formal than the likes of Instagram or tick tock. It's free to sign up. And once you've completed your login process, make sure to include a professional photo on your profile and a tagline that summarizes what you do. As I write for the health sector, my tagline reflects that there's a 120 character limit for your tagline, which really isn't that much. But you do have a 2000 character limit for your main profile section, where you can outline the main problems you solve your clients, as well as your work experience. And as a copywriter, This is your chance to showcase your writing style, to stand out from the crowd. Then you can start to join networking groups based on the niche that you're in. If you I copy for the wellness industry, you might want to join groups about yoga, mental health, meditation, and so forth. You can post in these groups and connect with members. And obviously post valuable information rather than just promoting yourself all of the time. After quite a lot of experimentation on LinkedIn, there are a couple of things I'd recommend you avoid. First, don't send connection requests without a personal message. Most of the requests that I get on LinkedIn goes straight into selling mode. In the very first message. I always ignore them and I imagine that you are too. This tactic will not get you new clients. Instead, take more of a long-term approach when you're networking, waits until the third message to ask if their business needs your copywriting services at the moment. But what do you talk about before then? Well, you can ask questions about their business, their goals, what they're working on, or even ask them for advice. Something to remember is that people who love to give advice that makes them feel clever and wanted. In truth, I think LinkedIn is a numbers game, just like with the other outreach methods that we'll discuss. Most people will ignore you and that's just how it goes. Don't be disheartened. If you send out ten or 20 connection requests, find that not many reply, if any at all. Maybe you'll get 120 or 150 that will apply and turn into a paying gig. Really, we've got to be grateful for these free social media channels to grow our client base. Still, even though I do like LinkedIn is not my ultimate favorite outreach strategy. So let's find out what it is in the very next lesson. 29. Cold Email: How to Get Clients: Yet to this day, my favorite copywriting outreach dash t, is still cold email. Just think previously, you'd have had to spend a lot of money to create brochures or business cards. But now you can simply use your phone or laptop to promote your business. Or exactly is cold email. You can think of it kind of like cold calling, but in the form of writing rather than cools. But you're not going to send thousands of emails here that on personalized in any way. Instead mentioned something about the company you're contacting. The shows that you've put in the effort to learn about what they do and any problem points that you might be able to solve for them. Then introduce yourself how you can help. Trust me, you want to get straight to the point where these emails, CEOs, marketing executives, reclusive data in one along essay that they have to sift through. In my experience, what's most likely to get a reply is to make it clear. This email is specifically for them, right? A couple of bullet points that grabs their attention and maybe linked to samples of previous work. If you have these available. You'll also want to include your website URL in case they want to find out more. I link to my website in my email signature. But how would you actually find people to contact in the first place? Well, you can Google search for brands in an issue on the right for. So if you're in the travel industry, you could search terms like travel brands to watch or best travel agencies. Once you have a list of these brands, you can look them up on LinkedIn and find relevant team members. There's software out there that can tell you the email addresses of 17 members. The main software I use is one called lead Lipa. Another option is Hunter dot IO. And there were others too, like voila Norbert. Persistence is really key with cold email. Don't be afraid to send follow-up emails one to two weeks later. Keep trying until you get to know if after four or five emails as no response, you might want to leave it that though, it may feel like you're being annoying by being persistent, I must say that I've landed new clients on the fourth or fifth email as their like, Hey, this guy really wants to work with us and they tend to respect that. Of course, stay applies at all times and be professional, but make yourself impossible to ignore. Could you offer a free piece of work? This could be worth your time in the long-term as the people your contacts in probably were in trust your first. Instead they'll think, Who's this random person in my inbox. But if you can give them free copy perhaps for their website or social media, and bear in mind it doesn't have to be long. Then this shows you're willing to go the extra mile. You'd be going above 99% of people. We'll be contacting them. After a successful freelance copywriting career is all about building long-term relationships with a select few clients. E1, repeat business, not spending 40 hours a week on marketing as fine in the early stages was occurring. But after a while, you want some set, some sense of stability and structure. I could go on and on about cold emails by probably boy, just make sure to write a clickable subject line. And b both direct as well as helpful in your emails as a great starting point to build from. Now. Then, let's move on to strategy number three. 30. Guest Posting: How to Get Clients: Guest posting is yet another awesome option for finding new clients. There are advantages and disadvantages of using this method compared with the other strategies. But let's start with the advantages. Advantage number one is that it's real life writing practice. That's right. It's all well and good reading the marketing books and looking at successful ads from the past. But you need to write every day to develop the habits and ultimately become a top wiser. Guest posting is the perfect option to dedicate time to writing well. Advantage number two is a guest posting is free promotion for you as a copywriter. It's not just the business you're writing for that's going to see your post is also all of their readership, which may include other business owners. This is Gray exposure, as they will see your name as the author of the post. And then advantage number three, which is the main advantage IC of guest posting. And that's the, although you're writing the first article for free, if you impress the editor of the publication, They may want you to write for them again and pay a fee to do it this time. Don't hesitate to ask if they're willing to work on more articles together. Maybe you could even offer a discounted bundle or package if you've already proven your worth and that first article, there are a lot more likely to be willing to splash the cash. How about the disadvantages of guest posting them? Well, there are a couple to consider. Number one is that this outreach method is generally more time-consuming and LinkedIn and cold email, writing a guest post may take a day or two of your time. So keep this in mind. And then secondly is that although you may spend many hours writing the guest post, there is no guarantee or get published. Mid to large sized companies will have editing and style guidelines that can be quite strict. So don't be offended if your guest posts ends up getting rejected. It's happened to me before to forget postings be worthwhile. You want to search for publications that have large readerships, so there are more eyes on your work. You can look up publications that may be open to the rising a post for them by typing in search terms like finance guest posting or finance, right? For us, obviously you can change the finance part according to the sector you write for. Make a list of the five to ten publications that you most likely Lakoff and send them a couple of pitch ideas. There will usually be a dedicated email address to send patches to which the publications will share on their websites. Who knows? Maybe you get a yes and return. And just like that, you've got a foot in the door, leave and your chance to impress them as a potential future client. 31. Inbound (SEO): How to Get Clients: Ready for the final copywriting outreach method. We're going to be talking about ess. Essentially SEO is where you attract web traffic via search engines like Google and Bing. If you set up a copywriting website to advertise your services, you can publish content so that search engines see your active and begin to rank your website higher up in the search result pages. What you really want is to reach page one for relevant search terms and get as many visitors on your website as possible. Let's say that you're a SaaS or software as a service, copyrights or the last time I checked the terms as copywriter, it goes over 100 Google searches per month in the US. Now, here's the type of people searching for this on Google is going to mostly be people who are looking for the services of a SAS copywriter. Isn't it? Getting onto page one would be a huge advantage. She is. You're gonna get people clicking on your website. It may request a quote. In this case, what I would recommend is to create a page on your website that's optimized for the search time. Sas copywriter. This will include SEO best practices like including the keyword in several different areas of the page. The keyword SAS copywriter, should be in your heading. The first 100 words of content, the image names, and in the meta description of the post on your website. An example. Well, I've done this on my website for the term alternative health copywriter. As I write copy for some businesses in the alternative health niche. Content I've written for this page is around 2 thousand words. And in an article format, to get on page one of Google, your page will usually need to be around 1500 to 2 thousand watts. I made sure that the formatting is clear with plenty of images for visual appeal. And what do you know? Within a few months, I was ranking on page one of Google for the term alternative health copywriter. Bear in mind though that SEO is more of a mid to long term gain, is more time consuming because you have to write a lot of content and make the pages rank well in Google most of the time anyway, it takes effort, skill, and time. You can absolutely do it. And the beauty is that once you publish the page, it sort of becomes a passive piece of digital real estate for your copywriting business. Google's mysterious bots where we working away in the background, making your page rank higher over time. This process usually takes three to six months. You may want to update the page every now and then with extra content or make edits to show Google is still providing readers with accurate information. And don't be surprised if within six to 12 months of publishing the page, you start to get leads coming to your site because that page is ranking well in Google. They were impressed with what you read, what you wrote, Sorry. And now they're ready to get in touch or even give you a job. You could call this a secret technique, but really it's more of a simple step-by-step process. So let me know how you get on afterall. Unless you try. You'll never know if it works. And that my friend ties up this copywriting outreach miniseries. Hope it's been helpful. Let's get on with the next part of the course. 32. Beat Your Competition as a Copywriter: Career Development: Maybe you plan to set up your own website in the next month, or maybe you already have a site, but wants to make it rank higher on Google's more businesses find J. In this lesson, I will reveal to you the simplest way to check the level of competition in your niche. Okay, so what I'd like you to do is to hook on to Google and search for the niche you plan to specialize in. For example, B2B, followed by the word copywriter. Open the pages that appear in page one's search results. And before you do anything else, just take a look through the pages and taken note of any themes. Do the other copywriters say, This will give you ideas for content that you can include on your own site rather than scratching your head for hours, unsure of what to include. Next, I will need to highlight the tags on each web page and paste it one page at a time into a site like word counter.net. In a matter of seconds, you can record how many words are on each page. Calculate the average word count, and note the page that has the most amount of words that have a chance of ranking number one, you need to write a more readable, SEO focused page with a higher word count than any of your competitors. In early spring of the year, I created my copywriting site. I bought a domain and reviewed my competition to see why it needs to do to compete and hopefully out rank them. I saw that the longest word count on page one of Google for the term health and wellness copywriter was around 1800 words. My thought, this would take some work but I can't beat it. So I wrote a guide di thought, people searching for the time would appreciate. I titled the page, Health amount is copywriter, how to hire one smart way. Throughout the page, I laid out the experience, skills, and personality. That's a business in need of a healthy amount is copywriter should look for. I got the page to over 3 thousand words and included the main keyword, health awareness copywriter in relevant sections to help with SEO. I also used images and videos to make the page more attractive. Plus, I added call-to-action buttons to promote my services and invite readers to book a call or email me. I finished the page in early May of that year, published it and hope to the best waiting for the Google algorithms to work their magic. But it usually takes between 312 months bingo, whether this'll patients five months later by the end of September, I was ranking not just on page one, but as the very first search result on page one. Since then, this has generated leads for my business on autopilot. Of course, there's the up-front efforts, but it's definitely worth a long-term. You never know what you can accomplish in a few months. So don't wait. Take the plunge and build website, Crazy page targeting. And each time you want to optimize for and whiter longer, better page than any of your competitors is really as simple as that. 33. Be a Double Threat: Career Development: Here's the truth. A copywriter who doesn't just write copy is much more likely to be in demand. Do you feel like you lack a wide skill set to offer clients? Don't sweat it. Learning skills is now easier than ever. On Google and YouTube alone, there is a ton of free information. Whether you want to learn how to code, edit videos, use Photoshop or whatever, spark your curiosity. In a matter of weeks or even days, you can develop the basics of a new skill. But why is it such an advantage to be able to do more than write copy? Well, you get a headstart on competition. There are millions of writers around the world. Copywriting is trending as a career, particularly with the explosion of the digital era. And it's no wonder when freelance copywriters can work remotely anywhere they like. The sense of freedom and creativity has massive appeal. So if you can stand out from the crowd of copywriters trying to market as services online, you'll have a greater chance of success. Sticking to writing copy for one specific niche and building a custom portfolio is one way to go about it. But stacking different skill sets over time is a smart move to you. You can think of it as being a double threat. Personally, I spent two years running and Amazon business before I became a copywriter. The business involve publishing notebooks, which I had to design myself, IEEE software. It made the designs and learned how to use visual elements to generate sales. To this day, I still benefit from learning how to master the basics of design. Clients are great for when you can say something like, hey, do you want me to create a design for this lead magnet? Once I've written a copy, it saves the client time and effort searching for designer and you get more income. What's not to love, right? Of course you don't need to be an expert designer. You can just learn the basics with free tools to become a double threat and be ahead of the pack of other copywriters, oh, battling to secure their next gig. The popular copyrights and never Mordor guy is one further. And hence, we should not suddenly become a double threat, but a triple threat. Or if you could show your clients that you can write, copy, create catchy gifts, and also make videos. Well, you'd be a client's dream. This is why I went through the efforts of including images and videos are my copywriting website to showcase my range of skills. All in all, my advice is, don't try to learn ten or 20 different skills at once. You'll get overwhelmed. Instead, write every day to keep up your copyrights in practice, but develop one other scale on the side. After a few months, you might just surprise yourself. 34. Keep Up with Modern Marketing: Career Development: I'm sure you'll agree that copyrighting and marketing are pretty much impossible to separate. As a copywriter, you have to market yourself and your own services as well as be your clients businesses. So where can he stay up to date with the latest marketing data? Well, here are a few recommendations from me. You won't need all of these resources. Just one more probably suffice to keep up with modern marketing trends. First up, we have Copyblogger, which has been called the bible of content marketing. They offer frequent blogs on writing and online marketing, as well as a podcast and training material. Next up, there's HubSpot. They focus on inbound marketing and changes in how people shop online. After all, marketing never stays still. What worked five years ago may not work today. Copyright is all to keep in touch with how marketing methods are shifting every six to 12 months. Third, unless we've got the Content Marketing Institute, they provide online education and in-person events about, you guessed it, content marketing. They also published daily articles from Monday to Friday to keep you in a little bit. Now, I could go on with summaries of every marketing site out there, but we'd be here for a while. If Copyblogger, HubSpot, and Content Marketing Institute aren't enough for you. Then other awesome sites I'd also recommend are most growth hackers and Neil Patel block. What I recommend is to read a couple of articles on each site to see which ones structure best fits your learning style. Because that's the one that's most likely to keep you engaged and motivated to continue growing your marketing expertise. 35. Pomodoro Technique: Copywriter Productivity: Do you want to be a copyright's? Here has to work 12 hours a day, slaving away at your desk? Or do you want to write with more focus and efficiency for say, four hours a day instead. If you prefer the latter, and let's face it, you should then consider the Pomodoro technique. This technique has been around since the 19 eighties, but it's getting popularity as a productivity hack in the past decade. I said actually involve setting 25-minute time blocks to work in integrals with five minute breaks between work sessions. You can do this on your phone, use online timers or simple alarm clocks. Writing, as we know, he's a cognitively demanding task. The brain needs to take breaks to stay fresh. And these five minute windows of time, you can do a range of things such as stretch, make a cup of tea to sum this up. So message a friend is really up to you. The point is that you can then return to the next 25-minute work session with renewed motivation and energy. Why does this Pomodoro technique works so well? Well, we know that as humans, our concentration is limited. Studies have found that we can maintain focus for no more than 45 minutes before we hit a wall, so to speak. And using the Pomodoro technique can be very helpful to prevent writing by nouns. It's not how long we worked, but rather how efficiently we work in short bursts of time. The brain is more likely to agree to writing for 25 minutes at a time. Then the dread of rising for for our straights, those 25-minute time slots are just less overwhelming. And most more. You also get a reward at the end of each session, they can give you that little hint of dopamine. And of course you can make a game out of this however you please. Maybe after each successful 25-minute pomodoro, you can pay yourself $1. So if after five permanent event, $5 to spend on a snack Gora, Starbuck's latte. Well, maybe off the every successful slaughter. You can spend five minutes scrolling through Instagram or tick tock. Really, the stronger the emotional reward is for your brain, the better. And this reward will be different for everyone. Well, I can't say though is that whenever I use the Pomodoro technique, the speed with which are right, always, always increases. Getting Started with writing is the hardest part. Without any 25 minutes of work ahead of you, rather than eight hours is a lot less resistance. 36. Hemingway App: Copywriter Productivity: Whether you are professional copywriter yet so old modes, we will never have attempting it can be to write long rambling sentences. It's easy to get carried away in our excitement. But what ends up happening means the reader just gets a headache. If you want to improve your sentence structure. Checkout Hemingway App. I can't say enough good things about this app. For a kinda awesome. There is no perfect sentence length and truth, but generally, you shouldn't include more than 25 words in one sentence. Usually I find that around ten to 20 watts, or 25 as a maximum is the sweet spot. As the famous economist E F Schumacher says, Any fool can make things complicated. It requires a genius to make things simple. This is where the Hemingway App comes in. And the best thing about it, it's completely free. We need to do is copy what you've written and paste it into the app, which you can find at www dot Hemingway App.com. The app tells you the education grade level that the reader will need in order to understand what you've written. The appropriate grade level will differ depending on the audience you're writing for. But generally, the lower the grade, the better. It also measures the readability of your writing. Readability scores on Hemingway are calculated using a range of factors, such as how long the sentences are, the number of adverbs, and the use of passive voice. You might surprise yourself how often you use passive voice in your copy Arsa and he did. The app is pretty useless. It basically tells you how you did. Why don't you break this sentence into two. The full stop Breazeal friend Hemingway, helps you to keep your copy license simple. After all, there's no reason to say discombobulated when same, confused will do just fine. Or if the time you shouldn't need to use the app as often. Because you'll get used to writing with a clearer, more direct style. 37. Grammarly: Copywriter Productivity: Okay, so moving on from the Hemingway App is now time to prioritize your writing goals and perfect your spelling and grammar. That's right. Even if your copyrights you, I'm not going to be a perfect Better. Yes, it might hurt the ego bit to admit that, but you just have to suck it up and admit you need a little help sometimes. Really, this is what gradually is four. And just like Hemingway, gradually is free to use, or at least mostly free, premium features are available and you get a subscription. But in my opinion, you can get by with the free version, head over to App dot.com to take a look. You can copy and paste your writing straight into the family, whether it's an old-school email, sales page, whatever, then you can set the goals for what you want to achieve with your writing. There are few sections to select from. First, choose your audience. Are they experts or will they only have a general understanding of the subject? The second section is to decide on your formality. You can choose from informal, neutral, or formal. Chances are you don't want your copy to fail to formal or forced. So either neutral or informal are probably the best options for you here. Next, you have to select the tone that you're aiming for. The options here are as follows. Neutral, confident, joyful, optimistic, friendly, urgent, analytical, and respectful. Now you may be thinking, wait, my copy needs to be more than just one of the above. No problem. You can select more than one from the list. Maybe you're sending an email for a time limited offer and urgent and optimistic, maybe the best options to choose in this case. Well, maybe you're writing for a client who really wants to showcase their expertise, could be wise to go for options like confidence and analytical. And then finally, it's time for you to decide on your intent. You can choose to inform, describe, convince, or tell a story. Maybe you're writing a case study and tell a story could be the sensible choice. But if you're writing a sales letter that they might be convinced it's the smart option. Once you've submitted all of your copy priorities, a score out of 100 or shy. You'll also see a sidebar with any alerts. And believe me, there will always be some. Graham really tells you if any of your spelling or grammar is incorrect. Now also lets you know how well your copy delivers in terms of clarity, engagement, and delivery. You can then read the suggestions, make edit where necessary, and voila, you have a better piece of copy over free. 38. Google Keyword Planner: Copywriter Productivity: Google Keyword Planner is a great place to copy writers to start when planning content. It's all well and good writing with an impressive style and structure. If you are writing content for a website or blog, then you need to think about how search engines or rank what you write. Casing point. Well, when was the last time you search for something on Google and went all the way to the fifth or sixth page or search results. I'm gonna guess quite awhile, maybe even never. That reality is content needs to be on page one or two to get views. And the way to do this is by ranking for a specific search terms, otherwise called the process of SEO or search engine optimization. This is where Google Keyword Planner is so useful. The total saves you a ton of time. In the research phase. You can go to this URL to get started. Ads dot google.com slash home slash tools slash keyword, dash, planner, bit of a mouthful. And I, now, there are a few things you'll need to get access. First, you need to set up a Google Ads account. Don't worry, you don't actually have to set up any ads. You just need to register for a free account. Simply follow the prompts and enter some details about your business. Then you need to create an ad campaign. But again, don't worry, because you don't need to have an active ad campaign. Once you're into the ads account, just click Tools in the top right corner and choose keyword planner. I don't know why giggle seems to make this very hard to find by space. We can't complain too much, seeing as it's free. You can then select, discover new keywords or get search volume and forecasts. From these two tools, you can gain access to thousands of potential keyword ideas for your copy. Let's say we enter the search term copyrights in, into the discover new keywords to. What you'll find is that Google gives you a long list of related keywords that you could include in your content. So in this example we can see keywords like freelance copywriter and junior copywriter appear. This is helpful as it's unlikely you would have thought of all of the potential keywords yourself. What's more? You will see some extra info next to the keywords listed. This includes the average monthly searches by region, the level of competition, which is how hard it would be to rank for this keyword. And also information on how much it will cost to run ads for the keyword. After using Google Keyword Planner for awhile, you should get a sense of when a t right is worth pursuing and what it's not. For example, a keyword with 0 to ten monthly searches may not be the best use of your time to try to rank for with the 2 thousand word article. And the same could be said for keyword that has very high competition, where the most well-known websites and brands will most likely dominate the top ten search results. Generally, I find the keywords in the 100 to 100 range and the 100000, 10 thousand range tend to be best. And similarly, keywords with low or medium composition will be easier to target. So once you've discovered enough keyword ideas, you can make a list of which keywords to focus your content on. This gives you a nice starting point to build upon. And in the next lesson, I will show you how you can use another EC2 cool EVA suggests, which is my personal favorite. 39. Ubersuggest: Copywriter Productivity: A lot of people love Google Keyword Planner and they decide to stick with that. But well, I definitely think it's great overall. I do prefer Uber suggests why. Well, in my opinion, is more detailed and has basically usability. Plus the guy who developed it, Neil Patel is pretty much in SEO with it. He creates a ton of awesome marketing content on both his YouTube channel and his blog. So how can you use the tool either suggest, well, if you go to their homepage, you can enter any keywords or domain URL that you like. For the sake of example, let's go with the keyword content marks in. You'll be prompted to login via your Google account to see a more comprehensive amount of data related to the keyword. If you don't login, you'll still see some details. Bay will be limited. What I like about AICPA suggests is, well, a few things. Firstly, it's more specific than Google Keyword Planner. While stating that the keyword has a 10 thousand to 100 thousand search volume range per month. Like keyword planet does, it gives you a more specific number, such as 14,800. Also in terms of SEO ranking difficulty, rather than just stating low, medium, or high competition. Europa suggest, gives and a specific number out of 100. How difficult the keyword is to rank for. The closer to 0, that is, the easier it will be to rank for because there's less competition. Usefully, you can then either copy the list of keywords to your clipboard or export them to save and refer back to when you were in the process of writing your copy. Now, with the free version which I personally use, there is a limit to how many keyword searches you can make a day. I don't usually find this is a problem unless you're doing loads of research in a 24-hour period. But if you do want to pay, then you can get unlimited searches. Also, if you want to search for the most popular pages on a website, you can do this. Why AICPA suggests to paste a URL such as www dot health line.com into the search bar and press enter. You'll get a helpful summary of the key statistics, such as the number of organic keywords on the domain, the organic monthly traffic volume, the domain School, which is how powerful google judges the domain d v, and the number of bathrooms, which is basically how many links are going back to that domain. You'll also be shown a graph with the domains popularity month by month over the past year. And you'll be able to see the website's top SEO pages according to things like number of shares on Facebook, Pinterest and estimated page visits. Good stuff, right? Personally, as a copywriter, data like this makes my life so much easier to imagine how many days we would have to have spent researching information such as this ten or 20 years ago. We're lucky to have free tools. So why not use them? 40. Landbook: Copywriter Productivity: Landsberg, in their words, collect awesome websites to help creatives find inspiration and motivation to do rad stuff. Pretty cool tagline. And I think they do exactly that. It's an amazing productivity tool for copywriters. But why? Because when you're out of ideas, more specifically for website content, Luneburg can sweep in and give you a ton of inspiration. They showcase creative web copy and design in a variety of sectors. They're also great for getting ideas on how you might want to structure your portfolio as a copywriter, which is super helpful when you're trying to get new clients. So take a moment to head over to Landsberg.com. You'll notice a few options to choose from at the top of the page, which at least at the time of this course are all landings, portfolios, logs, stores, and other. Now, if you're a freelance copywriter and you may want to start a blog, which could be a worthwhile strategy if you want to attract traffic to your website. By using Landsberg, you can browse a range of blog layouts, color schemes, font types, and so forth. Landings, which stands for landing pages, is my favorite collection on Lindberg. And probably the one I spend the most time on. After all, who's often writing the content on those landing pages? You guessed it, copywriters. As you browse the feature of landing pages, you may start to notice themes and how the pages are structured. You're usually going to have to have sections on the page such as the headline, the value proposition, testimonials, features and calls to action. The aim of a landing pages often to kick start the sales process. It could be to get potential new customers into your funnel by asking them to sign up for a free trial, download or webinar. You'll also be able to observe how important the visual elements are. It's common for copywriters to work alongside designers. The creative process is really a combination of verbal and visual. The copywriter takes care of the verbal part, and then designer is in charge of the visual part. But that's not to say that as a copywriter, you shouldn't know a thing or two about design. Because having even a basic understanding of design will make you a more in-demand copywriter. As you have a nice blend of skill sets. 41. Swipe File: Copywriter Productivity: Or I see we're on to the last lesson in this copywriter productivity series. I hope it's been useful so far. And this one we are going to be talking about swipe files. If you haven't heard of them before. Essentially, a swipe file is a place where you can save inspirational pieces of copy. It saves you time, and it saves the brainpower. Although some parts of the marketing landscape has changed from 5020 or even ten years ago. Many of the psychological mechanisms that are copyrights can use, like the principles of persuasion that we discussed earlier, remain the same. Now, you can choose to maintain your own swipe file. For example, I have a sub folder in my Gmail account to save e-mails with great copy. But there is an even easier way to find ideas. And that's to go to swipe file.com. Swipe file.com is a goldmine for copywriters. As far as I'm concerned, there is an almost endless supply of successful marketing material for you to sift through. Here is a list of what you can discover on the site. I'll need a deep breath for this. So excuse me. About pages, ads, before and afters, billboards, direct mail, emails, event marketing, explainer videos, flyers, headlines, homepages, packaging, portfolios, pricing, sales pages, sign-up forms, scripts, testimonials, and that's not even all of them. You may either be thanking a whoa, this is incredible or be, whoa, this is too much information and I feel overwhelmed. Well, you don't need to go through all of them are ones that worry. I recommend that when you are trying to improve your copy, one specific area, say you're writing a services page, then you can hop on the side and check out the relevant swipe files. Or maybe you land the job to write the copy for a business flyer. Simply take a look at the swipes within the flyers tab and see if any of the techniques used in no swipes could be applied to your own copy. Here's an example from the flyers tab which features a real estate listing. Ne ha, I'm sure you'll find this a valuable tool to checkout. And thanks so much for following this copywriter productivity theories. Feel free to take a short break at this point of you want to keep the momentum going, simply continue to the next lesson. See you soon. 42. The ''So What" Test: Copywriting Experiments: In this part of the course, I'm going to share a few quick tests that you can run to make sure your copy makes an awesome first impression on the reader. Now the first one is called the so-what test. With this test, you can quickly get to a core real-life benefit of the product that you're promoting, rather than a shallow benefit that nobody really cares about. I think the best way to illustrate this is with an example. Let's say you've been hired to write copy for a fitness brand that selling exercise bikes. The exercise bike market, just like many markets around the world, are pretty saturated. There are many competitors. So you have to stand out somehow. How can you give this fitness brand and advantage? Well, other brand selling exercise bikes may have a heading such as get our new high-tech exercise bike with the latest features. Realistically, most customers will read this and think. So what maybe some slightly more customer aware brands may say, access virtual classes to get the ultimate riding experience. But say while we can still go a level deeper here, how about this? Avoid workout procrastination with live virtual classes and Pro Support, the ultimate exercise bike to get stronger legs. And ever before. Notice how this version doesn't just say high-tech exercise bike with the latest features, but it's more direct in expressing core benefits for the customer. You've got to ask, what does a person browsing phagocytes, bikes desire most? Do they really want features and tag? Maybe, but it's not the true incentive for buying. Perhaps instead, they want stronger legs. They want to write faster. They want to avoid excuses not to exercise, to get experts support during workout sessions. These are all tangible benefits that will stop the potential customer from thinking so what? And continue shopping elsewhere because you didn't hook them strongly enough. So give it a go yourself. Take a look at a piece of copy, maybe a subject line and marketing emails you've received from the Pulse weak. Consider, are you left thinking? So what of you read it? If you are, and try to rewrite the headline and see if you can make it more benefit focused for a reader. 43. Facepalm Test: Copywriting Experiments: For a mysterious unknown reason, many businesses right copy, mistaking their readers to be robots. The truth is that most of the time, fancy words and corporate style language won't impress. Instead, what happens is that the reader will end up in a face palm pose cringing a, how unnatural The Wedding sounds. This is why it's so vital to run the face palm test before you release your copy to the world. Just think, how often do you go to a website? And rather than seeing a nice, simple explanation of what the company does, It's trendy language like this. We provide high-quality bespoke digital solutions to configure our B2B partnerships for optimum functionality. Website owner may have thought that such language is popular, so they should use it, right? Well, I do understand the error of judgment because you see this mistake worryingly often on business websites. But they forget there is a fellow human who's reading what they've written. And Mary Dow, being a human yourself, just like me. You're tempted to psi and face poem when he read sentences that are just to try hard. The irony is that these sentences actually end up saying nothing much at all. I mean, does that line, we provide high-quality bespoke digital solutions that really tell us anything. Certainly not much. We don't know what they mean by high-quality. We don't know what they mean by bespoke. We don't know what I mean by digital solutions. And we don't know what they mean by optimum functionality. There, face palm from all over the place. So how do we make this copy human-friendly? We switch up the language so there's more specific and clear. Maybe something like this. The story so far, we've set up 800 online workplaces for B2B brands to share sales data in real-time. At least now we know what they meant by digital solutions. That online workplaces for B2B brands. And we also have a better idea of what they meant by optimum functionality, which is sharing sales data in real-time. Remember, less fluffy, less vague language always wins. Let's move on to the third experiment that you can run on your copy. And I call it the 15-second test. 44. The 15-Second Test: Copywriting Experiments: Get this. The data analytics company, Chartbeat found that 55% of people typically spend less than 15 seconds engaging with webpages that they click on. Now, was this a small-scale study that we can dismiss? I'm afraid not. There was a detailed analysis of web user behavior and that review 2 billion web visits across the internet. It goes without saying then, but if you haven't hoped to reach his attention in the first 15 seconds of them landing on your page. Whether that be a website or sales video letter, then many of your readers will leave and the opportunity to make a sale would have been missed. I therefore recommend that you keep this 15-second figure in your head when you're creating copy, right. The opening few lines and time yourself as you read it back. Did you make an impact in those crucial opening seconds? It's so tempting to set the context with a long introduction, but usually the reader just doesn't want this. People are busier than ever and time is limited. So if you can earn the reader's attention in those first seconds, then the chances are they'll give you a bit more time after that, maybe even several minutes. The first hurdle is the hardest. I mean, think of it like this. Have you ever been walking through a marketplace with all of the merchants competing for your attention as they try to bring you over to their stance. Most of the time you'll carry on walking by, barely giving them a few seconds of your attention. Then you might see a stand which has something about it, something that stands out from the rest. Less compare to potential poster messages. One that fails the 15-second test and one that succeeds. You tell me what you think is snappier and more attention grabbing. Number one, our story originates in Medellin, Colombia. We care greatly about providing you with the best coffee possible as prepared with love and care for everyone to enjoy. Or number two, wants to make a coffee loving friend, happy gift, freshly roasted hand-picked beans from the hills of Columbia. Two-for-one deal until 3pm. Number two is better. But why? Well, it's more customer focused. You tell them what they get and plants a seed in their head by suggesting that they could buy it as a gift for a friend. And those first 15 seconds has copyright is we need to explain what the key benefit of the product is and why it's important for the customer to act. Now, the personal stories and company background can come a bit later. After you've hooked the customer's attention, there'll be more willing to Hey, you out them. But beforehand is a bit too early, the message will probably be lost. Remember, the customer is selfish and understandably so they have so many brands trying to sell to them and they call them, give them all attention. Yes, would soon get exhausting for the customer. Nevermind expensive. So treat those first 15 seconds well. Made those seconds the best possible experience for the customer and the rewards will pay off. 45. Long-Tailed Keywords: SEO Best Practices: So in one of the last lessons, we spoke about SEO as an outreach strategy. But what are the best prices for SEO? We'll talk about a few of them in this next series of lessons because in my opinion, they are pretty much essential to learn as a copywriter. I remember when I first heard about SEO, I was intimidated by how technical and complex it sounded. But the truth is you can learn the basics of SEO in a few hours. And once you know the terminology, everything starts to make a lot more sense. Seo stands for search engine optimization and as a method for increasing the quantity and quality of online traffic going to a webpage. Ideally, you want to be creating content on a website that includes keywords that people will be searching for on a regular basis. For example, a keyword like shoes may get search for millions of times each month. In fact, I checked my SEO tool and it gets over 2 million searches per month in the US. But it's going to be very, very hard to rank on page one of Google for this term. Unless you write for a massive, well established brand, the more sensible approach is to go off the long tail keywords that get less traffic, but a more specific long-tail keywords make up around 70% of web searches and are considered the Holy Grail of SEO. An example of this could be the key word, most comfortable shoes for standing all day, which gets over 2 thousand searches per month in the US. A detailed article with lots of good information about the most comfortable shoes has dynamo day is a lot more likely to rank highly on Google because there's less competition for that search term. Within the yeast for continuing to provide for the reader, you can also feature the shoes that you sell as a company. This will help with boosting sales. That's not to say that you caught include a keyword like shoes in the content. But it shouldn't be the primary keywords that you optimize for. You can use software such as Google Keyword Planner and Uber suggests that a ton of honors others to see how many searches a word or phrase gets each month in different parts of the world. Obviously, if you type in a word or phrase and it shows that nobody is searching for it. It's gonna be pointless writing a 2 thousand white house called targeting this keyword. But let's say you have a keyword, 300 or 500 searches per month. This could be a winning strategy if the keyword is also easy to rank for overtime, the tactic of targeting long-tail keywords that are easy to rank for will help more and more of your pages to rank. And bringing new website visitors each month. Simple, really, when you think about that. And in the next lesson on SEO, we'll be discussing how to use headings as a copywriter. How long should they be fast IO, and what should they include in order to attract new customers? 46. Headings: SEO Best Practices: It's no wonder you hear some of the best copyrights is in the world. Say that you should spend as much as 50% of your time on writing headings. Why is that though? Well, it's sad but truth, unless your reader's attention is really captured by your heading or your headline. And the rest of your copy doesn't matter because the reality is that not going to read it. And I'll turn the page or click elsewhere. Digital marketing brand Copyblogger report that eight out of ten people or read your headline, but only two out of ten people or read beyond that. And the famous advertiser, David Ogilvy, knew all about the importance of getting your headlines right. Ogilvy was the guy who wrote the famous Rolls Royce ad that went like this, 60 miles an hour. The loudest noise in this new Rolls-Royce comes from the electric clock. Now did over V, right? This add ones. No. Did he write it 20 times? Nope. He rewrote the heading of this, add a 104 times until he felt confident they would perform well. Now, what role do headlines and headings have to play in the context of SEO? Well, just like humans are attracted to a great headline, all search engines aren't that much different. There's a reason why when you search for the topic, headline writing on Google, you'll find articles with headings such as headline writing, 19 ways to write irresistible headlines, and the secrets of great headline writing. These headings are effective because they combine several key factors. Number one, they include the keyword headline writing, which helps the Oscar rank. Always consider the main keyword you want to focus on and include this in your heading, as well as in one or two subheadings within the article to further boost SEO. Number two, they have emotional value. So we're the heading like the secrets of great headline rising. The reader gets an emotional pull with the promise of finding out secrets, which is intriguing. And where the heading like headline writing, 19 ways to write irresistible headlines. The reader will see the word irresistible and find it hard to resist clicking to find out more. So remember headings on just about keywords. That's the logical part. You also need to remember to where they're heading in a way that offers emotional Valley. And then finally, we've got number three, which is they are the right length. As SEO, most states, heading should ideally be under 70 characters. This makes the heading more readable with enough detail being given off a context, without it being unnecessarily long or complicated. 47. Visual Content: SEO Best Practices: Your main job as a copywriter is the pen to paper and master the written form. But it definitely helps to know how to create visually appealing content, to just take a look at some of the most popular social media apps in the past few years, such as Instagram and tick tock. They thrive by encouraging users to share images and videos with the hope that they'll go viral. Gone are the days when you can write a blog with a 100% taxed at 0% images. In this attention deficit economy, readers now demand the content is skimmable and easy to digest. So if you want to hold your reader's attention until the end of a blog post, you'll need to include multimedia content. The reader doesn't want ten long paragraphs in a row without a break. That's just how it is. Now. Visual contents such as infographics, charts, graphs, product images and videos are all great options, particularly for longer types of copy like sales letters or long-form articles to undermine the importance of visual content. Here are a few psychology statistics. The first thing to know is that 90% of information transmitted to the brain is visual. And visual information is processed 60 thousand times faster than text. What's more? Sixty-five percent of the population are supposedly visual learners. So copywriter should aim to cater to these types of people. No wonder then that the platform digital information world discovered the infographics are 30 times more likely to be read than text. Visual content like inforgraphics, graphs, and charts is often seen as a more effective way to communicate information because they can mix the data with a stimulating, colourful design. Although this isn't a formal rule, I suggest that you break up your copy on content every 200 to 500 words with a piece of visual content. You can achieve this with a video gear for even a quote with a vibrant background. 99% of the time your readers will appreciate their short pause in proceedings. Plus featuring visual content also makes your copy more shareable. As people love to share images and short videos with their friends and family. 48. Formatting: SEO Best Practices: Now formatting isn't the most fun topic to talk about, but it is essential for copywriters like you and me to get right. After all marketing research has shown that most people scroll through 50 to 60% of online articles. What does this tell us? Well, readers don't want an essay with ten line paragraphs that go on page after page. Instead, they want content to be concise and segmented and formatting. If you're wondering what formatting is, it's basically how you organize and present your writing to help the reader avoid information fatigue. So on to the tips. Tip number one is to keep your sentences and paragraphs short. Unless there's a need to expand on a point. Tried to limit paragraphs to two or three sentences maximum. Humans absorb information in chunks. So short paragraphs are easy to process, which in turn improves the chances that your reader will carry on reading more of what you've written. Tip number two is to use bullet points or numbered lists. Let me ask when you set your todo tasks for the day, divide them in one long paragraph. I'm guessing not. People will typically write lists, which gives more of a step-by-step feel and makes the tasks seem less intimidating. Whelming. Now, moving on to tip number three is to put text in bold or italic font where appropriate. This helps to emphasize the parts of your copy that you really want the reader to pay attention to is also a neat way to hold the reader's attention if they're starting to get tired or bored for any reason. And finally we have Tip number four, and that's to make sure to caption any images you include. Readers who prefer to skim will appreciate a one-line description under each image, which gives more indication of what the image is about. Hope you found these four quick formatting terrorists valuable. Let's continue with our next SEO lesson. 49. Meta Descriptions and URLs: SEO Best Practices: So if formatting was a bit of a dry topic to learn about, I'm afraid, meta descriptions, image, alt, text and URLs or two. But you know, I wouldn't be covering these topics if they weren't a big part of what it takes to be a successful copywriter who can mask the SEO. Let's get straight into it and start with a few definitions. First up, we have meta descriptions. These descriptions tell search engines what a webpage is about. They're important because they influenced click-through rates and search rankings. As you can see, here's a quick example from Word stream. For every web page that you write, make sure to include a meta description. This should be a short summary of what the content on the page is about. And it can be up to 160 characters in length. Feature your main keyword in the meta description, ideally towards this dot, but also make sure the summary flows in a natural way. A couple of sentences is usually all you need. Okay, the next thing you need to focus on is image alt text to optimize the ranking power of your page. Title any images you include with relevant keywords, don't just leave the image title as file 03 to 719 or whatever the file name is on your desktop. Think What does the image refer to? How does it relate to the content you're trying to run before. For example, if you're writing a page for an ergonomic computer mouse and you feature an image of a mouse on this page. You might want to label the image alt text as best, dash ergonomic dash mouse with the current year at the end such as 2021. Then the final best practice we'll discuss in this lesson is choosing an appropriate page, URL name, which is the web address in the top search bar shown in this example. Most importantly, a URL should corresponds to the content on the page. And to SEO proof your URL, you should include your main keyword. Let's say you're creating content for website called Funky House plants.com. The topic you're writing about is what the best indoor plants are, but give a room clean, fresh air. In this instance, the main keyword you might want to rank for is best indoor plant or clean air. So it would make sense to title your URL with this keyword. And here's how the full web address. Good luck. Simple really isn't a yet many copywriters don't go the extra mile to deliver SEO with these methods. If he do protect some writing time for SEO, then the stuff that you write is a lot more likely to rank higher in search results. Which means more readers and potentially more customers for the business you're working with. Thanks for following this mini-series on SEO. I know it got pretty technical at times. So let's move on to some more exciting material. Shall we? 50. Taglines: Branding: Everybody loves the tagline, don't they? They can be catchy, memorable and fun. But are they really necessary? Will still know some of the most famous taglines in decades time. Taglines like Nike's Just Do It. And of course, McDonalds, I'm loving it. But these brands are huge and known the world over. You may have observed that their taglines don't actually explain what they do. Nike's Just Do It doesn't mention clothing. Mcdonald's, I'm loving, it doesn't mention fast food. The reality is that these famous brands have earned the right to be more vague and that taglines, because the average person already knows what they do. They've dominated their respective sectors for decades. Most businesses, they will have to opt for a more specific targeted tagline. Let's run through a short example of how you could write a tagline for a sports hydration brand, which we'll call high sporty. If you have a revenue of less than $100 a year, you'd be wiser to simply say it as it is and let new customers know exactly what you offer. Something like this. Stay hydrated pre and post workout with high sport is replenishing sports drinks. Now, moving onto a $100 thousand a year brand, you're getting a bit more well-known. So a tagline like this could work well. Hi sporty is not the winning that counts, but it is the performing a 100% every time. And then how about a $1 million a year brand? This may be sufficient. Exercise, stronger, faster, better. And finally, what about a $1 billion a year brand? They might be able to get away with much more vague tagline, like be the front runner. You may be wondering though, couldn't the big brands just be specific to perhaps, but the less words, the better, right? It's easy for the public to remember three words in Nike's Just Do a tagline. Much more so than is explaining all the details of what a brand does. And seeing as I'm not a $1 billion a year brand, just yeah, anyway, my professional motto is as follows. Copywriter for health brands that want to grow in the next six months. This gives potential clients enough detail about what my role is. Copywriter, who I work with, health brands and the benefit I offer growth in the next six months. What would your tagline Be as a copywriter, I wonder, who are the kind of clients you want to attract and what are your key skills and valley that you can give these clients? I find there is questions like these that are the best place to start when you're creating your own personal brand tagline. Anyway, it's time to hear my Nike train is on and go to McDonald's for some good old chicken nuggets. 51. The Right Type of Language - Branding: Have you ever gone on a website but found your eyes glaze over when you see how the content is. Well, I've certainly had this experience plenty of times for industries such as medicine and finance, often the worst offenders. So many acronyms and technical jargon. Businesses need to remember that the people browsing their websites are just that. Living, breathing people, not worry abouts. So their copy should reflect everyday language that people use in their conversations. One of the quickest ways to improve your copy is to use the right type of language. First, keep the number of acronyms and jargon language to a minimum. There's a time and place to use terms such as tachycardia, bull markets, and capital expenditure. But be careful. Sounding smart is no good if your audience doesn't understand what the heck you're saying. Second, try to avoid cliches in your copy. Tied phrases won't pack a punch. In fact, they'll make your audience Psi. Words such as bespoke, passionate, and synergy, don't really mean anything in a business context. And finally, the third tip is to research what kind of language your audience uses, including slang terms, forums and Reddit threads are a goldmine for this. For the vast majority of Nietzsche's, there's usually a public forum of some kind. So whether you're working in men's health, DIY or real estate. I guarantee there's a form out there for you to see firsthand what words and phrases come up on a regular basis. Usually people on forums talk pretty openly about challenges they're facing and what they want to achieve. So how do they speak? Because this is the kind of language you should mimic in your copy. So if there's one takeaway to remember in this lesson is the customer's 1e to talk with them at their level. They don't want to be spoken. Bounty. 52. Buyer Personas: Branding: Okay, so we established earlier in the course that it's smart to focus on writing for one specific person rather than a whole bunch of people, right? This is because the copy will feel more personalized. Not to mention, you're probably right it faster. But how can you figure out who the one person should be? Well, in this lesson, we'll take a look at something called buyer persona's. Buyer persona is essentially a semi fictional summaries of your ideal customer based on market research. And as a copywriter, if you start a project with a new client, don't be afraid to ask them if they have already created by a persona's. Maybe just maybe they will. Unfortunately though, many clients will not have done this work. So it'll be on you. Yes, I'll be honest, the time investment is kind of a pain, but in most cases, it will save time on ineffective writing that doesn't speak to the target customer. You might be thinking, okay, I get it. But why a buyer persona so vital? The reason is that a large part of what makes copies successful is how well you connect with the reader. If you were trying to sell a muscle growth program with headlines such as build huge Swartz, indigo, biceps and two months. Yet your real life typical customer is, and he knew to weightlifting and insecure about their body. This probably weren't connect with the customer to months will feel unbelievable to them. It will seem like an impossible task. So what happens? They don't bite. But you already know the typical buyer. Then you can curtail the messaging. If they're skinny and self-conscious about their body, yet be wiser to rights copy. There's less intense, but it can actually meet the customer. Their current level of thought, emotion, and ability. Headlines such as this may be more likely to perform well. The smart way for skinny duties to see gradual, consistent muscle worth in the next eight to 12 months. Relating back to the our t formula that we previously discussed with this headline, we cover our well the results using the words gradual, consistent muscle growth. We then cover or the objection by saying it's specifically for skinny dates. And finally, we covered t timeframe by saying to expect results in eight to 12 months. Again, this is a more belief will promise without it being years into the future that might make the customers think I can't be bothered. However, we'd never have known you were meant to direct concrete towards unless we gathered enough research to create a buyer persona. Where are some of the best places to gather the research you'll need? The good news is research is actually much, much easier nowadays thanks to the internet. Here are a few of my favorite places to gather data about typical buyer forums, such as read it and core customer reviews on Amazon and eBay, where you can search for similar products to the one you're selling. And also social media where you can check Facebook groups and even read YouTube comments on videos about topics that relate to what you're selling. I bet that within even an hour, you'll start to notice themes. Also people complaining about in terms of this particular topic or product boater, they hope to achieve. What are their fears or frustrations? If additional information on demographics such as age or gender or social standing are available, this can help to, and by the way, you can have more than one buyer persona. It's usually best to stick with as few as possible date for more streamlined copy. You can also create negative buyer persona's, which is the type of fast and you've worked with sedimented. Perhaps they're people who can afford your product or service, or people with certain personality traits. The more details the better. Really. If you can meet a copywriter who truly knows that audience, that new guy far in this space. And just a quick summary then to tie things up. Or ask your client if they already have bio designers, such as testimonials, website status, reviews that are all helpful. If not, you have to do some of the work yourself. Second, we searched places like Reddit, Facebook groups and Amazon reviews. Third, create a buyer persona, which is who you're selling to. And a negative by a persona is not 70. And then finally, adjust the emotional tiring of your copy to please and satisfy your typical buyer. It's that simple. 53. Repurposing Content: Branding: If I had to choose one time-saving hack for building my copyrights in business, as well as the health and wellness brands that I work with. It's des, repurpose your content. Let me know if you've heard of this concept before because you don't often hear people talk about it. But basically it works like this. Say you're creating educational or entertaining videos for your social media in the hope that the videos will attract new clients. This is an excellent option to try out for building a business. Many YouTubers and social media influences have done so successfully. With some creators make a big mistake, which is not posting the content from the video URL. Instead, they pump out one video after another, which can get pretty exhausting after a while. It's made the process of brand-building easier and probably quicker to, they could repurpose video content for other channels and platforms. For example, here are a few ideas for what you could do it with Egypt video. You could transcribe the videos and turn them into blog articles. You could break a longer YouTube video down into shorter nuggets. For Facebook and Twitter, you could send out a key takeaways in the video in an email newsletter. You can even share an attention-grabbing thumbnail of the video on Instagram. See, suddenly you can access a much greater audience with the very same content. It can be tempting to think we always have to be creating 24-7 to be coming up with new ideas. But sometimes there is a simplest solution. After all, why make your content marketing harder than it needs to be with completely different topics. Every time. I remember, people don't learn in the same way. Some people prefer watching videos, others prefer reading blogs, and others prefer scrolling through bite-sized social media clips. Trust me, your basic lines will love it if you can help them save time as they market and scale their business. Repurposing content is one of the very best ways to do this, in my opinion. So if you notice a company you'd like to work with is posting YouTube videos twice a week. But they're not breaking these videos into shorter nuggets or summaries for the Facebook or Instagram reached out and asked if they could use a hand. In Evernote, This could be an effective way to grow your client base as a copywriter. 54. How to Check for Trends: Branding: Wouldn't it be cool if there was a speedy way to check for trending product and service offers. Well, it turns out there is introducing grip on. You may have already heard of grip on before is an e-commerce marketplace connecting people with merchants that offer activities, travel, goods, and services. To be honest, my experience as a Groupon customer in the past has been mixed. However, it says me useful as a marketing resource. Next time you're fumbling for the right type of offer for a new product. Head over to Groupon. You can get inspiration. You'll be able to see which offers are trending in different categories. That could include beauty, home improvement, automotive, and so on. The advantage of this is that you can get a sense of what a reasonable price May be if your product. You'll also notice how discounts are promoted. Because Groupon loves to her customers n with juicy discount such as limited time deals and flash sales. For example, I can create a local site on Groupon, looking for home improvement products and services near London, UK. By doing research like this for the niche you're working on, you can establish what kind of offers are selling. Well, as a copywriter, you don't always have to reinvent the wheel and come up with something completely different. Don't be afraid to take ideas from successful offers that are already working and put your own spin on it. 55. 30 Psychological Triggers: No. 1-5: If one of the world's most renowned copywriters said there were 30 psychological triggers that make people buy, which use this up. Honestly, I show with Joe Sugar Man has sold multiple millions of dollars worth of products as a copywriter. And he says that really, when it comes down to it, there are 30 different reasons why someone may purchase a product. Shulman calls them psychological triggers, which he tells us we can use to connect with influence and persuade potential prospects to buy. You. Operate these triggers down into six bite-size lessons with five triggers. In each lesson, we'll be going through them pretty quickly. So keep a pen handy if you want to make some notes as you go. Ready? Cool. Trick number one is honesty. The sale sector isn't nine for being humble and truthful. So this is where honesty can really pay off. Don't pretend you're product is perfect. Don't describe it as if it's going to solve all of the world's problems. Even admits a floor or two if you'd like and suddenly or you're selling can become more valuable. Trigger number two, engagement. When a prospect read your copy, whether it's in a product description, sales letter or another format. They need to be mentally stimulated. Challenge your prospects, current views and beliefs to earn their attention and keep them interested to carry on reading. Trigger number three, hope. Hope is powerful stuff indeed. We all know this. Think how often keeps us going when we face setbacks in life. We hope things will change for the better. And that gives us the necessary motivation to stay on track. It's no different in marketing. Give your prospect or solid reason to be hopeful that your product can solve a key problem of bears. Trigger number four. Familiarity. Are you more likely to accept the advice of someone you know, or random person on the street. You'd listen to the former more than the latter when you, so when I, if you can build a sense of brand recognition and your prospects will feel your products are more trustworthy. If the brand you're promoting his new to the market, then you are at a disadvantage. If you're able to compare part of what you're selling to well-known brands that people already know. That can be a way forward. Chicken number five, curiosity. We've spoken about how crucial curiosity is a fair bit in this course, and there's a reason why it works. Sugar Man says that we shouldn't give everything away at first. Give your prospects just enough material to keep them eager to move from one paragraph to the next. Or anime avail the full offer at the end of your copy. Boom, that's our first five triggers done. Pretty cool. What you can do is write these triggers on a post-it note and place it by odesk. So anytime he is to come up with a new hook, you can glance over and get inspired. See you in the next lesson that you get a six to ten. 56. 30 Psychological Triggers: No. 6-10: Ready to learn about more psychological triggers? Well, let's continue on from the first five. Trigger number six is harmonize. When a prospect thinks they're being salty, they are often on the defensive. This is no surprise. He wants to feel that they're being taken advantage of. Nobody. So include questions or statements that your prospects will not along t If you can get a prospect to think, yes, I agree. As they read your copy, this builds a sense of harmony and you've successfully established a rapport. Sugar number seven, patterning. When you're doing your market research, look for patterns and themes of how similar products CEOs are framing their office. See if you can take the core aspects of these authors and make them even better, are pretty please don't be a copy-cat. You don't want to get in trouble for plagiarism in check number eight, specificity. If I said you can add thousands of pounds and carburizing, you might be intrigued. Therefore, I shared a case study of a copywriter hero, and a hundred and fifty, one hundred, ten hundred bucks last year from writing email copy. You'd probably be more excited why? People love specifics as they're more believable. So try to avoid being in your copy. Trigger number nine. Guilt. Guilt is one of the most powerful human emotions. We've all felt guilty at some point, right? It feels uncomfortable and it can eat away at us. So if you can give your prospects something free or discounted upfront, then the chances are they might feel a little bit guilty if they didn't give me something in return, such as buying your product or leaving a positive review. Trigger number ten. Simplicity. Will power is limited and so is motivation. I don't know about you, but my lazy brain is always looking for simple solutions. If you can make a mechanism of your product seems simple to use, your prospects are more likely, more likely to think that they can use it themselves. Awesome. We've tied up psychological triggers six through ten. Once you've made a note of these, let's move on to the next batch. 57. 30 Psychological Triggers: No. 11-15: Okay, then coming up over the next five of Jewish ligaments, psychological triggers, which as discussed, are an ideal resource to tap into the main human motivations for making a purchase. Trigger number 11 is agency. Why do you think so many offers and primary campaigns feature calls to action like by now or get it today. Urgency can be overdone by marketers, but when used, well, damn effective. As humans, we have the tendency to procrastinate and put things off, including making excuses or coming up with reasons why we shouldn't buy. So if you can write your copy in a way that invokes urgency, your prospect is more likely to take action. Trigger number 12, desire to belong where social creatures, there's just no denying it. And we want to belong to a group or tribe as much as our ancestors did thousands of years ago. See if you can create a sense of community around your product. When they buy your product or service, prospects gets access to that community. They're part of the family. Trigger number 13. Linking to make your product more relatable. Link it with something the prospect already knows about. Maybe is home truth a popular topic in the news, or even a similar well-known product. This helps to make the products click in the prospect's mind so they can understand its potential valley. Trigger number 14, satisfaction guarantee. This one's all about reducing risk for the prospect. Just think, when you're considering a purchase, especially a large one, what do you want to see? Probably I return policy, your refund guarantee in case you're not happy with it for any reason. A satisfaction guarantee gets the prospect of think, hey, the supplier must be confident to offer such a guarantee so that products must be high-quality. Trigger number 15, credibility, zone in on one big idea and make it believable. If a prospect reads about how your product will allow them to retire early, be healthier than ever, and finally, loving partner. They're gonna think, yeah, right? It's tempting to high-tech products up to much, but keep your promise simple and credible for better long-term results. 58. 30 Psychological Triggers: No. 16-20: All right, we're halfway through this section of the course on psychological triggers. Which trigger have you found most valuable so far I wonder, anyway, in the name of speed, let's move on to trigger number 16. Desire to collect. While you may not be a stamp collector, there may have been a time in life where you felt compelled to collect something or other? Personally, I loved toy cars when I was a kid. I wanted another, then another, then another. I couldn't get enough. Humans seem to like to collect stuff and provides a feeling of comfort and control. So think about how you can align your product offer. This strange yet strong compulsion. Trigger number 17. Greed. Wu, controversial oneness is now Nobody likes to think that greedy, but we're all vulnerable to this human tendency. Get your prospect to feel like they're getting an advantage over others by buying your product. Build the perception of value in their mind and price it lower than this perception. So they feel they're receiving the deal of the year. Tell me, what do you get greedy for? For me is crunchy almond butter and salted caramel ice cream. And OK, I'll stop that. It's mostly food as you can tell. Trigger number 18, emotion. That's right. Emotional copy is how you form a relationship with your prospect beyond a transaction. Imagine yourself as their friend, empathizing with them and advising them why they should buy the product rather than just being a salesperson on internet. Sugar 19. Logic. Yes, emotion is more important than logic when it comes to copy there, I said it. But should you ignore logic altogether? Heck, no. Give you prospects plenty of logical motivations of buying to water your product's features. How much time, energy, or money will they save by using your product? Try not to cut corners here. And then we have trigger number 20. Proof of value is what you're selling cheaper than similar products. That made sure to underline that point. How the prospects get more bang for your buck by purchasing from your brand rather than your competitors. Maybe you can offer a demo so your prospects can try the product out and see how it can work for them. If they like the demo. And the majority will go on TBI. 59. 30 Psychological Triggers: No. 21-25: Ten psychological triggers to go. In this lesson, we'll cover exclusivity, integrity, storytelling, authority, and ownership. Let's do this. Trigger number 21, Exclusivity. We will want to feel special, right? Think, Why do luxury watches? They'll say, well, are they that much more valuable than standard watches? Not really. There's a sense of a luxury watch being exclusive. They advertised as being one of a kind. And it works to trigger number 22. Integrity. Pretty straightforward. This one. Make sure your copy lines up with what the products can actually deliver for the prospect. There's nothing was as a customer and feeling that you've been cheated out of your money. Sugar number 23, storytelling, I show stopping heart racing story is hard to ignore. Stories are what bridged the gap there, what bringing the product to life. So give your prospect a great story that resonates with them. Maybe you can feature a pain point, hope, or a dream of that. Trigger number 24, authority. Whether we like it or not, we pay more attention to figures of authority, such as doctors and soldiers. So frame your product or service as having as much authority as possible. Strategies such as including quotes from experts or testimonials from big names in the field. Awesome for building authority. You don't need to be an expert yourself. But if you know even a little bit more than the average customer, make the most of this knowledge gap to promote your authority on the subject. Trigger number 25. Ownership. Although we should make the buying process easy way also to help the prospect feel like the product is really, there's in some way, everything should be directed towards them and their current needs. Think of it like this. The purchase of the product is an opportunity for the prospect to take ownership of their life and get what they want. So shape your copy in a way that showcases this opportunity. 60. 30 Psychological Triggers: No. 26-30: Nearly there. Then let's discuss the last five of Joshi ligaments, psychological triggers, which you can try out today. Chicken number 26 is consistency. You know this feeling. You view your ideal identity in one way, but how you act doesn't really match up. Say you've made a promise to someone that you cool them the next day. The next day comes along, but you just get too busy to give them a ring. You feel bad, right? That's because there's an inconsistency in what you've said and how he behaved. As humans, we're wired to crave consistency. It represents trust and reliability, which in the past at least increase chances of survival. Trigger number 27, product Nature. Here's a cool thought experiment for my new audio copy. If your product had a personality, what would it be like? Happy go lucky, organized, hardworking. Oh, products are different after all. So how can you stand out from the crowd? One of the best ways is to focus on your product's unique characteristics and emphasize those to the prospect. Trigger number 28. Prospect nature. In marketing, you need to get to know your target customers as much as possible. What are their common likes and dislikes? How can you support them to achieve their hopes and dreams? Once you know the nature of your prospect, you'll have a better grasp on what kind of messaging style to use. Trigger number 29. Objection. Raising. This trigger involves being a little bit brave because you have to expose your product as being imperfect. This seems to go against the logical advice, right? But rest assured products. So I prospects will read your sales copy and question the validity of your claims. But if you can beat them to it and talk about potential objections they may have upfront. This will reflect well on you. And finally trigger number 30. Objection. Resolution. Once you've been transparent with raising the potential objections, do your best to resolve them for the prospect. You can approach this kind of like an FAQ section on the website that tried to make the wording lively enough to hold the prospects attention. You may be able to turn what seems like a weakness of the product into a strength. This is the ultimate power of creative copy. We made it to the end of Joshi ligaments there at the psychological triggers. 30 is quite a lot to members. I try not to feel overwhelmed. Whenever you sit down to write some copy, feel free to come back to these lessons and review the 30 trigger options. 61. Us vs. Them: Hot Story Structures: You like to be an expert storyteller. If so, then you're going to love this final section of the course because it's completely dedicated to story structures. There is a copywriter and business coach on YouTube who goes by the name of Jason Capital. And he advises us to use story templates to make an impression on our readers. Drawing them in with an intriguing plot line and structure. And total, there are going to be five classic storage structures that we'll discuss. But to make this super relevant, I'll take each story structure and create examples that relate back to copywriting. The first story structure will be talking about is us versus them. This type of story appears all the time in the likes of politics and sports. Essentially, it's where the ingroup which you and the narrator belong to has to face an outgroup or enemy. The reason this works is because humans are social animals. Although societies become more individualized over time, the pack mentality is still enormously powerful. Case in point. Democrat politicians do all they can to make the republicans look like the bad guys. And the Republicans do exactly the same to the Democrats. And just think how many wars around the world have been caused due to differences in religious beliefs between different groups or countries. Again, it's the us versus them, dynamic at play. But let's move away from the demon gleam and think about how the us versus them story could be used by copywriters. I won't go into some long tail head. I'll start the story of to give you an idea of how it can work in practice. They call us marketers. Marketers. They ought to wash their mouth out with soap. We're not just marketers, were copywriters, dammit. Our job is to connect with actual human beings using the right words at the right times. So they can keep their misguided views if they want. But we know what our true role is in society. It's more than marketing, it's more than sales is also about creativity and connection. This is what gives us an edge over other types of marketers out there. We're not here to scam people were here to form a bond with our readers. And as a result, we can make a sale as ethical and well-deserved. Or I will end the example there for now. See how the us versus them dynamic was used to generate a building sense of drama. Me and you are the copywriters and we're facing some kind of injustice that people think where just marked as when really we can offer a lot more. Abundance starts to form between the writer and the reader, which produces an escalating sense of teamwork and togetherness. Until the next story structure then, which is called rags to riches. 62. Rags to Riches: Hot Story Structures: Everybody loves a rags to riches story. You see everywhere, maybe without even realizing it's in books, movies, I could go on. At its core, the rags to riches story involves focusing on a character. You can turn their life around from misfortune or poverty, defined gray success. Allies in as a classic example of the story. And you'll see in classic books like Oliver Twist by Charles Dickens, the rags to riches archetype appeals to the masses because the reality is that most people don't have significant wealth. Naturally. They want more, not just money, but more Social Security, respect and prestige that comes with increased wealth. But how could a copywriter used the rags to riches story structure? Hmm, let's see with this story opener, Manuel was down on his lap. And in fact, down on his luck doesn't do it justice because Manuel never had any luck to begin with. But after a random YouTube recommendation, Manuel discovered a skill called copyrighting that completely turned his life around to the point that he could finally, by his parents, a home of their own and traveled first-class like a king. But first, let's backtrack to what a typical day in his life looked like just four years ago. Manuel had no choice but to get his hands dirty. His parents worked on a farm from dawn to dusk. They were barely surviving financially. No matter the hours they put in, it was never enough to feed the entire family. Manuel heard his parents complain day after day, yet they seemingly had no choice. They'd returned to the crop fields for another 12 hour backbreaking shift. Manuel did exactly the same. It was always hungry, desperate for another crumb of bread to eat. And he never, ever felt clean, dressed in mud stained vests and tattered sandals. Just about everything in his life, screened poor. And we'll talk about the story open there. What did he think? Hopefully you can see how this story will be able to follow the rags to riches template. We get a hint that Manuel goes from living in abject poverty to discovering the skill of copyrighting and being able to look after his family. A story like this is inspiring and impactful. And that's why you'll see it's used over and over. It never, ever gets older. 63. Doubter to Believer: Hot Story Structures: In the doubter to believe a structure, we let the prospect Tell the story. This can be a powerful dynamic shift when writing sales pages. As the prospect gives a first-hand account of how they found the product, but we're doubtful that it could help them until they tried it and soon realized it could solve their problem. After all. A story structure like this gives you a copy more authenticity. You can identify objections the reader might have and essentially check them off one by one. You'll frequently see this type of story in case studies and testimonials. But how could a copywriter use it? Well, let's say you're a writer. He wants to sell a copywriting master class. How could you create a doubter to believe a structure, to get people to sign up? Here's a little teaser. My name's Robert and I was once a begin a copywriter. I say once because no one can call me that anymore, thanks to the copywriting master class. Now, did I had my reservations about this course beforehand? Absolutely. In fact, I was doubtful as how the truth is. I'm a pretty skeptical guy. So it takes a lot to convince me. I don't know about you, but I'm the type of person who clicks, skip ad on Egypt videos within three seconds. My patients is let say, limited. But with the no questions asked, 30-day money-back guarantee that the masterclass offers. I figured it was a no-brainer. I know boy, I was right. In the years since I took the course, I've calculated how much money it's made me in return, thanks to the skills I learned. That's right. I literally spent two hours on a zoom call with my accountant working out my exact income from copywriting in the past 12 months, I had a rough idea of how much I'd end, but the actual figure blew my mind. Let's cut there and stop the story. See how Roberts testimonial can empathize with the reader. You may well have similar doubts to the ones he had before signing up to the master class. Robots shows the reader that the master class is actually a low-risk investment and has the potential to a ton of money. I must say I like this story structure a lot. As humans, we're naturally a little suspicious and doubtful. So if you can meet the reader where they're at, rather than launching straight into, oh my god, this product is so awesome, you must buy it. Then it feels more realistic. So we've gone through three story structures. Now. What's the fourth one you can use is called the secret of the Masters. Head over to the next lesson to find out more. 64. Secret of the Masters: Hot Story Structures: The secret of the Masters story structure taps into the luck of self-belief that many people experience. The reality is that most of us don't think we're particularly talented or special. In fact, most of us feel pretty average. So keeping this in mind, telling prospects they can be a millionaire or get six back abs through nothing but their own willpower isn't gonna sell well, most of the time. The reason for this is that they don't think they have the ability or skill to follow through. They don't have the necessary self belief. I mean, you could give me a sales pitch claiming I can become a bodybuilder within a year. But I think yeah. And that's because I've never come anywhere close to having a bodybuilder figure. I'm Slim by nature and tries I have to like weight lifting in the past. It just isn't my favorite thing to do. So in my head, rightly or wrongly. I've already ruled myself out from ever being able to achieve bodybuilders status. But whatever master bodybuilder could share a secret with me. A new training technique or eating plants specifically for slim people who struggle to pack on muscle. And with proof of his excellent results. Well, now you may have more of my attention because suddenly there's a secret tool I didn't know about that could help me build muscle without any extra effort on my part. How could this work with a copywriting example? I wonder, let's give it a try. Law always had what you call an entrepreneurial spirit. Ever since she was a kid, she was full of ideas. And when she was studying business, a university, she would tell their friends about her ideas in between lectures. One of these ideas may well have been the next best thing. But Laura had a bit of a problem. She could talk about her latest idea with amazing clarity and enthusiasm. But when it came to setting up a website, she gets stuck. Every time you tried to write the content for her homepage. It just felt clunky, clumsy. It didn't feel like the real Laura. She was overthinking it. But one April afternoon, Laura had a long awaited breakthrough. A guest lecturer named Pauline coal, tort law are more about writing in an hour than she'd learned in over a decade of schooling. Pauline was a creative copywriter. She's dished out one simple, effective writing strategy after another. In the hour that she was onstage. Laura decided to be brave and approach Pauline after the lecture had ended, to run a few questions by, it couldn't hurt, could it? Later that night, lower followed polyenes advice and breeze through 2 thousand words for her website. The words were crisp and engaging. I had personality lower, couldn't believe it. Pauling's copywriting advice worked. But what were the secrets strategies? Exactly. All right. We'll end the example that see how we're starting to ramp up a sense of intrigue and mystery. Cool, we're on a roll here. So it's time for the final story structure, which is called a Tale of Two Cities. 65. A Tale of Two Cities: Hot Story Structures: Wow, we made it the very last lesson of the course. Remember how I reference Charles Dickens a few lessons back? Well, story structure number five, The Tale of Two Cities is named after a famous book of his, which follows the capital cities of London and Paris during the French Revolution, is often referred to as the best selling novel of all time. Typically, this story structure follows the journey of two people, groups or places, and how they change over time for better or worse. An example of this could be two kids who grew up in the same town, banded up having very different lives with varying levels of good fortune. The story could explore the factors that set them apart. Why did they experience such different outcomes in life of it being raised in the same place. And as for copywriting example, how about this? Three years ago, Reggie a. Mere both signed up to an eight-week training for beginner copywriters. The training included writing practices and 12 case study entries with the biggest names in the copywriting world. Yeah, three years on Reggie and mere haven't followed the same career trajectory. Wow, me is freelance career is driving with several monthly retainers and healthy $80 thousand annual income where G got nowhere on the copywriting saying he dabbled with sites like Upwork for a couple of months but didn't last long. Even after the wealth of resources and valuable industry connections that the training provided, he went back to his soul sucking 95, Reggie and he gets two weeks holiday a year. Whereas Mia can travel anytime she likes. Reggie makes barely a third of what mere makes. And the extra walk into the office to a grouchy, eternally unsatisfied boss every damn morning. At this point, mirror is hiring boss. She can cherry pick the client she wants to work with as she pleases. Most importantly, though me is happy and Reggie's nor. So what did mere do that Reggie fail today. Keep on reading to discover the surprisingly simple edge Amir has over half fellow trainee. Okay, so I think you see the direction we can go in with this tale of two cities to restructure, it serves as a cautionary tale. The reader gets to know how people who went through the journey before them made mistakes. So they can avoid making the same mistakes. This ultimately makes the reader feel good. It makes them feel more informed, prepared, and confident to proceed with buying the product or service that's being sold. Many thanks for joining me on these five story structures. They are free to choose whichever structure is the best fit for you. And more importantly, thanks very much for choosing me as your course instructor. Has been fun, hasn't had. Good luck with your next steps in the copywriting world. I'm sure you'll be awesome.