Transcripts
1. Introduction : Hi, my name is Sophia. I'm I'm a writer and
writing instructor. I've also written lots of copy, both to sound my writing and to sound my teaching services. I've developed a formula
that can help you write copy that converts
with minimum effort. So you can spend
more time working on the things that
you're passionate about. This course is for you
if you sell and he gets her services online or in print. For creatives, teachers,
business owners, entrepreneurs, literally anyone who needs
the content for a webpage, poster, flyer, leaflet, or
in order to sell something. If you're just starting
up and beginning to market your work
for the first time. This course will help you get started with your copywriting. If you're more experienced, it'll give you another
structure you can add to your repertoire in order
to create variety. Especially if you have lots of similar products to market. The formula I'm
going to show you is not something
you'll find in a book or on a website because it's something I've
developed myself. Speedy trial era
unexperienced of what wax when marketing my
services and publications. I'm really keen to
show it to you. Let's get started.
2. Structure : When I write a piece of copy, I tend to follow a
specific structure. In this video, I'm going to talk you through that structure before we take a look at each of the parts
later in the course. To illustrate the structure, Let's imagine I was going
to sell you this pencil. Here's the copy I might write. The new generation pencil, always sharp when you need it. Created for convenience,
this piece of engineered writing equipment
will save you time, energy and desk base with an attractive design and
built-in technology. This all in white in
one device features. Click down action, bend your
pencil sharpener, forget. Shock absorbing tip eliminates lead breakage,
integrated eraser. So you never waste a minute
hunting for a rubber again. Curved contour, right? Or do puzzles and
comfort of ours. Convenient clip. Attach your pencil to your notes so you can
keep track of it. This pencil is available individually or
impacts of 36 or 12. You only buy as
many as you need. Choose from a range
of bright colors at the checkout to cheer
up your pencil case. Now, in terms of the structure, there are three main parts. The headline, which is the
title in the larger fonts at the top of the page written to grabs the reader's attention. The opening which starts
to introduce the product, the list of features. I usually write this as a
series of bullet points. And these describe the
product in more detail and explain why the
customer should buy it. Then the clause which directs the reader into
making a purchase. The structure fun was the
potential customer or by first graphing their
attention with the headline, giving more details
about the product or service and then guiding
them towards buying. So how did these sections of
the structure achieve this? Well, let's take a look at
them one-by-one and find out.
3. Headline: For my headline, I usually
name the product or service I'm offering and
give some further details. My headline could be the
new generation pencil, always sharp when you need it. Now, that's the factual partner face the fact it's a pencil. But there's also
the qualities of the pencil that it's
modern new generation. That is always sharp. Points about it
being always shop is particularly important. People with old
fashioned pencils have to waste time
sharpening them. The fact that this pencil,
it doesn't have to be sharpened is quite a
major selling point. This is where knowing
your customers and clients comes in handy. If you know what they need, it becomes easier to catch
their attention with your headline and ultimately to persuade them
to buy from you. Now there's a few more ways I could have put this
headline with facts. So quantity are benefits
to the customer. For example, I could have put it as a rhetorical question. Fed up of breaking
your pencil lead. These types of questions grab the reader's attention because they make the reader answer the question in the hat and
lead them towards the sale. That way. I could also put the headline is an imperative
or an instruction. For example, buying. Now say you never break
a pencil lead again. This type of instruction
encourages the reader to take the action you
want to buy the pencil. And this is also really common, the headlines that
point to a solution. And these will also sell well. They often start
with words like how, what y, or the secret of. An example of this could be. How to make sure you
always have sharp pencils. Say that we have a
few tricks to write a catchy headline to
draw the reader in.
4. Opening : After the headline,
I tend to write a couple of sentences
to draw the reader in. So let's take a look at
what I've written here. Created for convenience,
this piece of engineered writing equipment
will save your time, energy and vast space was an attractive design and
built-in technology. This all in one device features. Now, these sentences
don't go into too many specifics because
I just an introduction, but they do summarize the
key benefits of the product. That's the way in which the product will
help the customer. Some examples of this are
created for convenience, save you time, energy,
and best spice. These sentences are also
some of the key features as a product, it's
physical policies. Examples in the pencil
extract include attractive design and
built-in technology. Now in this example, I've used a couple of language
hacks that are common in coffee and what she might like to apply to
your own writing. Pattern of three in the example, time, energy, and
best workspace. This is essentially less a
list with three items and it's a device commonly employed in persuasive texts for
its cumulative effect. Alliteration. This is when consecutive or near
consecutive words are chosen in part because
they start with the same letter as in
created for convenience. Again, this is a
common feature of copy because the repetition is memorable and helps
to draw the reader in. The last sentence in
the introduction is also not complete, but
ends with a colon. To introduce, listen
more specific details in the list of features. So let's take a look at that
list in the next video.
5. Features: The features list each feature, each quality of
the pencil has to be pad with the benefits
of this feature, the reasons why that feature might be useful to the customer. This is important
because it'll help persuade the readers that
they need the product, that the qualities of the
product will be useful to them. Let's take a look
at how this works. Here's the list of
features from the ad. Click down action in your
pencil sharpener, forget. Shock absorbing tip, eliminates lead breakage,
integrated eraser. So you never waste a minute
hunting for a rubber again, curved contour, right? I'll do puzzles and
comfort for hours. Convenient clip.
Attach your pencil to your notes so you
can keep track of it. Now you can see in the list
each feature is followed by an explanation of
the reason that feature might be useful
to the customer. Now, I have to say I've
kept the structure of the list a little rigid
for illustrative purposes. When you get comfortable with writing about features
and benefits, you can switch things
up, for example, by putting the benefit
before the feature, whereby combining
more than one feature and benefit and a single point. But for now, let's
look at the example in little more detail. For example, clicked on action as a feature of
the pencil and bend your sharpener forget is
the benefits EGD cluttering with customers desk by getting rid of unnecessary stationary. Similarly, shock absorbing
type as a feature eliminates lead breakage is
the benefit of this feature. Now notice how there's
benefit of eliminating lead breakage focuses on what's known as the
customer pain point. This is a problem that the
customer might be trying to solve by buying a new product. One reason that customer
white well be trying to replace their pencils is that the landscape breaking the copy speaks to this as a means to persuade the customer to buy. Similarly, the in the
line integrated eraser, never wasted minute hunting
for your rubber again. We're also speaking to
a customer pain point. The pain point this time
being for the costumer, might be fed up with
losing my rubber. Speaking to a customer pain
points when you come to write your own copy can be a really effective way of
persuading them to buy. There were a couple of
other copywriting hacks used in these examples. First, that's the use of the second person pronouns you and you're used to address
the customer directly, to draw them in and to help them imagine using your product. This use of the second person
is enhanced by some phrases that anticipate
what the customer might use the pencil for. For example, right? Or do you puzzles
and your notes? These phrases encourage
the customer to create an image in their mind if
themselves with the products. This type of detail is highly persuasive as
researchers proven that imagined images
make a deep impacts on the brain than
words and concepts. By the end of the list, the customer has been told how the product will
overcome their problems, and it's been encouraged to imagine themselves
with the product. By this point, they should
be thinking about buying it. Now all that's left to
do is close the deal.
6. Close: The clothes needs to be about the customer buying the product. Now of course, it's
important to make sure the customer
knows how to order. But usually these
days this is quite obvious because a lot
of coffee goes on websites that have an order Here button and then integrated
payment process. But nonetheless, notice how
in the class the focus is on ordering to funnel the
customer towards the sale. This pencil is available individually or
impacts of 36 or 12. So you only buy as
many as you need. Choose from a range
of bright colors at the checkout to cheer him
up, your pencil case. The customer is
encouraged her to think about how many they want
to buy in the sentence, this pencil is
available individually or impacts of 36 or 12. That also encouraged to
think about choosing a color in the sentence, cheese from a range of bright
colors at the checkouts. But this sentence
that a little bit more persuasive than ellipse. The sentences written
in the imperative, meaning what's an instruction? The costumer is told to choose
a color at the checkout. Essentially, somewhat
indirectly, this is an instruction to buy the pencil and to choose the
color along the way. It draws the deal to a close.
7. 7 Over to You: I'm about to leave it over to you to create your own copy. But before I do, Here's a quick review of
what we've covered. Structure your copy
and four parts. Headline, opening
features, and close. Focus on the features of the product and the
benefits to the customer. Speak to the customers,
pain points, their problems and the reason why they might be
buying a product. You use persuasive language, such as patterns of three,
alliteration, second pass, and that means you using
purine on point you and your descriptions of
the objects being used. And the imperatives are
imperative means instructions. I hope that these quick tips of inspired you to write
some impressive copy. I'm really looking
forward to seeing you put these tips
into practice. Thanks for listening and I'll keep an eye out
for your projects.
Sophia Feinbaum
