Copywriting : Master the Art of Persuasion

1. Introduction: Hi, guys, welcome to this new video. And in this video, we'll be taking a look at the introduction towards copywriting. So let's start by asking the basic question, what is copywriting? So copywriting is just salesmanship in the written form. So earlier we had salesmen who would come knocking at each door of each house in a neighborhood. And usually we buy those products not because we want those products, but we buy those products because of the skills exhibited by those salesmen. So depending on the skills of each salesman, we tend to buy or get attracted to a particular product that they are advertising towards us. And copywriting is the same work of a salesman. Now, since everything has been digitalized, we need salesmanship in written form. So that is what copywriting is, and that is salesmanship in written form. Now let's go and take a few examples of copywriting, or in other words, a few examples where copywriting is used. So as you can see, the first one is YouTube thumbnail and YouTube title. So for writing a title and creating a thumbnail, you need copywriting skills. And the next one is to run an Instagram page. Then after that, we have to write a blog. Then we have to write an email then we have to sell a product. So if you're trying to sell a product through Amazon, you definitely need copywriting. And then you have writing a book. So if you want to write a book, you need the skills of attracting using copywriting. And after that, if you're a professional copywriter in a company, then you'll need to do the copywriting for billboards, and after that, you'll be having duties to write a copy for running advertisements. So these are the few examples of places where copywriting is used. Now, let's go and take a look at few real life examples. And as you can see on the screen, this is the first example that I wanted you to see. And the title says, What if you were bitten by 1 million mosquito? And without surprise, the name of this channel is what if? So this title tend to make me click into this and watch this video. So that means that the copy that this person or this channel has written has been successful. When a particular copy tends to make the audience click into it or make them to a particular action, then it means that the copy is successful. And as you can see, the thumbnail reads bitten by 1 million mosquitoes, and the image is really wonderful and catchy enough to make me click into this and watch the entire video. So that is a wonderful example of copywriting that has been used on YouTube channel. And let's go and take a look at another example. And this example, as you can see, this one reads how Iron Man two should have ended. And the name of the channel is how it should have ended. So if you're a moral fan, and in particular, if you are a fan of Iron Man, then you are definitely going to click into this title because this video has such a wonderful, catchy title, as well as a wonderful image for its thumbnail. So this is another example of copyrighting used on YouTube channels. Let's go and take an example of another company. And you can see this copy was written for Father's Day, and as you can see, this was done by a company called Duex. So Duex is a condom company, and the copy is so funny and creative that it says, To all those who use our competitors, product, happy Father's Day. So this is such a wonderful idea given that the product of the company are condoms. And I'm pretty sure that they use this one on their billboards on Father's Day, and I'm pretty sure that this copy did really work on mocking their competitors. So this was another example of copywriting done by this company now let's go and take a look at a story. And the story is from the book, Rich Dad Poor Dad by Robert T Kosaki. And the part of the story that I want to tell you is that this guy was being interviewed by a woman. And after the interview, that woman approaches this guy and says to him that I'm also a good writer. I actually want to write good books, but they don't become famous or viral as your books. And what Robert did was that he asked her to give a sample of her writings. And when he read it, he was actually very impressed by her writing. And what he told her is that you are actually a very good writer. And you are even a better writer than me. And the problem is that you don't know how to sell. So what you have to learn is you have to learn how to sell your books. So I think copywriting is also similar to that. Copywriting is learning to sell what you have in your end, and selling doesn't always mean selling a product. It can also mean making a particular audience follow your Instagram page, subscribe to your YouTube page, or read blog or whatever the action that you want them to take. So copywriting is all about achieving your particular aim, and by the end of this course, I hope that you will achieve that. And that was the end of this introductory video, and I will see you in the next video. 2. Targeting the Right Audience: Hi, guys, welcome back. In the last few videos, we saw what is copywriting, and also we saw a few examples of copywriting by big companies. So in this video, we'll be taking our very first step towards copywriting. But before that, I would love to show you an advertisement. So this is an advertisement that I've been seeing since my childhood, and even though it was years and years ago, the brilliance of this advertisement as in withered of yet. Now, this advertisement is not in English. It is in a different language. It is in Hindi. So I'll be showing you the advertisement first, and after that, I'll be explaining to you what is happening in the advertisement. Well, you don't actually need an explanation because the visuals of the advertisement would clearly explain to you what is happening. But even though it is not in English, I would obviously explain it to you. And after that, I might show it again to you. And after that, I think we'll take one more look at the advertisement so that you might understand it even better. And after that, we'll be taking the first step towards copyrighting. I actually wanted to make a point using this advertisement, so that is why I'm showing you this advertisement. So let's go and watch the advertisement. Hi. That's photocopy Ni panda. CacumoPhotocopy. Mm. Nyopar like ka chum mango buy. Cachiamka copy. Mm. A ich atada. Okay, now we just saw the advertisement. So the product of this advertisement is a candy. And the specialty of this candy is that it has a flavor of raw mango. And guess what. The name of this candy is also caca mango, which means raw mango in English. So in the advertisement, we can see two kids going to a shop, and then they give an actual raw mango to the person standing in the shop. And then these two kids ask a really weird thing to do to the person standing in the shop. So they literally asked them to take a photocopy of this raw mango. So the person standing in the shop is actually, you know, a bit confused. At first, but still he decides to take a photocopy. And when he takes a photocopy, what he actually gets are these candies. The implication of this ad is that there is no difference between a raw mango and this candy, which is also named a mango or achamngo. Now I feel a little bad to confess that when I was a child, I actually believe that when you take a photocopy of a rango, you get these candies. And in fact, I believe that is where the brilliance of this advertisement lies in. So I think we'll take one more look at the advertisement because it is a bit more clearer than before. So we'll take a look at the advertisement and then we'll move on. That's photocopina pandra CaciamgoPhotovop. Mmm Mayo parli a chum mango bite. Cachumk copy. Mm. A bob Hichata that. Now, I know that I've been delaying the first step to your copywriting, so I think it's time to keep the first step to copywriting. So the first step to your copywriting is defining your audience. Now, imagine we saw the advertisement for this Kacha mango. So this ad will work for children, but it is not going to work for, say, big people. As I said, I actually believed that if you take a photocopy of a raw mango, you will get these candies. But if you show this advertisement to say some 40-year-old person is obviously not going to believe that if you take a photocopy of a raw mango, you are going to get a candy. And also, he might not also find it interesting. So you have to define your audience, and the audience for this advertisement are basically children. Now, also in the last example, you saw the advertisement of a condom company called DUEX. So imagine they don't have a target audience, so they are going to show it to children. And it is really inappropriate to show condom ads to children, right? So children are not target audience for a product like condom. So you have to define your audience, and that is the first and the very first step towards copyright. So now the phrase define your audience is actually a vague term. I think I will have to be more specific, and by define your audience, I actually mean you have to define your demographics because if you don't define your demographics, there is a famous saying in the world of copyrighting. And it says that a product for everybody is actually a product for nobody. So you have to define your audience, or, in fact, you have to define your demographics. So let's go and take a look at few demographics. Okay, now, the first demographics that I want to take a look at is gender. Okay, now, imagine that you show a cosmetic advertisement to men. Actually, men are not interested in those kind of stuff. At least most men are not interested in those kind of stuff. So writing a copy for men would be actually dumb. Women are actually more interested in these kinds of things. So our target audience for a copywriting that we write for a cosmetic company would be, of course, for the female genda. Now, there are also other examples, for example, say you wanted to start an Instagram page for say women only. So you have to optimize your Instagram account and you have to write copies. Your post should be the kind which attract more and more women compared to men. So I think this is where you have to define your audience on gender. You can have either male, female, or maybe you can have a product for both male and female. Now, going to the second demographics, the second demographics is location. So maybe a particular product might be only for, say, a particular local area, maybe for a particular country, maybe for a particular continent. Or maybe for the world. So you have to define your location. And there is something that also goes with location, and that is language. So imagine my course is in English, so that is all around the world. But imagine I make a course in my mother tongue, so it would restrict towards the people who are speaking my mother tongue, and also it partially lies in the local region where my mother tongue is spoken. So defining your location and language is very, very important. So so far we have seen two demographics. I will also show you the third demographics and the third demographics is age. Now there are products for babies, and there are products for old people. Maybe there are products for millionaires. Then there are products for teenagers. As we have seen previously, showing an advertisement for teenagers to you know, baby boomers or old people, that would be really, really dumb and it is not going to work. So you have to define the age group. In the market, there are actually four age groups. The first one is generation C. The second one is millionaires. The third one is Generation X, and the last one is baby boomers. So I think you have to define where your actual audience lie in. Now let me explain to you a twisted example of this age. Now imagine you have a product for babies, say a diaper or a baby powder or something like that. Well, babies can't actually see your advertisement. They're not going to understand your advertisement. So your target audience are not actually babies. Your target audience are parents. So parents are probably millennials or generation. So you have to focus on those people instead of targeting babies, that is actually a no brainer, but that is a twisted example of how you have to define your audience based on age. Okay, till now, we have seen gender, location, or language, and also we have seen age. Now, these are the three things that I can think of. Now, there's another example, say, the fourth one, I would classify it as others. Now imagine you have a product on breakup, so you are helping people who are going through a breakup. So your target audience are the people who are going through a breakup, right? So you don't have gender there. You don't have age there. You don't have location there. Like anyone can go through a breakup. Okay, now if your target audience are the people who are going through a breakup or the people who have gone through a breakup. Now, moving on, imagine I have a product on spectacles. Spectacles also don't have age. Even old people wear specs, even teenagers wear specs, even the millennaires wear specs, even the generation people, they too wear specs. So your target audience doesn't involve a particular gender, a particular age, or a particular location. Everyone needs a specs at some point in their life, maybe or maybe not. Not sure of it. Well, I actually don't wear specs. So your target audience for this one would be the people who are wearing specs or who wants to replace the specs or who wants to say, buy new specs, who want to get their eyes checked. All those kinds of people fall into this kind of audience. Now imagine you want to write a book on self help. So you have to define your audience as people who want self help. So those kind of people are your audience, and you have to focus on reaching those kind of people through your copyright. Now this is the first step towards copywriting. I hope this video helped you a lot in understanding how to define your audience, and I hope you will also start defining your audience, and I will see you in the next video. 3. Introduction to AIDA Formula: Hi, guys. Welcome back to this new section. And in this new section, we'll be taking a look at the Ida framework. And in this particular video, I'll be giving you an outline or an introduction to the Ida framework. So as you can see on the screen, the Ida framework is actually a funnel, and at the top, you have the attention, and secondly, you have interest, and thirdly, you have desire, and fourthly, you have the action. So why is it shaped in the form of a funnel? Well, actually, at the top, you are putting the audience who are reading your copy, and at the end, you are trying to make do a particular action. So that is why it is shaped in the form of a funnel. And I believe this is the best way to represent the IRA formula and that is using the IRA funnel. So what is actually happening over here is that you are actually catching the attention of your audience using the attention part of the Ida formula, and then you are creating an interest in the second part, then you're creating a desire in them, and at the end, you are asking them to take a particular action. So that is what the IDA formula is. A stands for attention, I stands for interest, D stands for desire, and the last A stands action. So I hope you understood the Ida funnel and how you are funneling the audience from attention to making them take a particular action. So let's go and take an example of IDA formula in websites. So as you can see, this is the format for attention interest, desire, and action or the Ida for a website. So this is just to show an example or give you an introduction of the IA formula. So I'm using the particular example of a website over here, and I'll be also discussing in the coming sections about search engine optimization. Email marketing and social media posts like Instagram and Quora. So I've been discussing all kinds of IDA frameworks and how to use them in different situations. So let's go and take a look at this particular example of website. So at the top, you can see we write the title, and by the title, we catch the attention of our audience, and then we create the interest in the very first paragraph. And after that, we create desire, and you can see the image is also a part of desire. But I usually use the image as a part of attention. But you can categorize it as attention or desire. That is not a matter. And after that, in the end, you have the action part. So that is where you ask your followers to take a particular action. So now let's go and take a look at a live example. And if you look at the screen, this is an example of a blog post that I saw on the Internet. So if you want to take a full look at this blog post, I have put the link in the description. Just go to the link in the description and you'll be seeing this post. But I am just showing the main important parts of the IDA formula of that blog post. So as you can see, this is the attention part, how to design a blog and make it look pretty. So that is the heading part, and that is where you grab the attention of your audience. And let us go and see the next part and you can see this is the interest part. And in the interest part, this blog is asking, don't have a site already. Here's how to get started with WordPress, and he keeps on writing contents over there. So that is the interest part. And let's go and take a look at the desired part, and you can see there are two points in the desired part. So what this blogger is doing is that this person is actually pointing out the benefits. And after that, you can see, at the end this guy has put the call to action button. So this is where the action part of the Ida formula takes place. There's the click to Wisit button over there, so you have the call to action. I hope this example of this blog was helpful to you, as I've said, if you want to see the full blog, you can go to the resources section. You'll see the link to this blog. So this is the format of the IRA formula. And in the next few videos, we'll be taking a dive at each of these letters, A, ID, and A. So attention, interest, desire and action. Each of those letters have their own while writing a copy using the IA formula, and if you look at the Internet, almost all of the blogs, all of the YouTube channels, all of the social media posts, and all of those anything else that I missed out would be written using the IA formula. So the IDA formula is very, very important. And I hope you would be paying very close attention to this section. And in the next videos, we'll be taking a closer look at these letters. So that is the end of this introduction, and I will see you in the next video. 4. A - Attention: Hi, guys. Welcome back to the video. In this video, we'll be taking our very first step towards the IRA formula, and the very first step is the A and A stands for attention. So let's go and take a look at what attention actually means in the IRA formula. So as you can see, attention is the most important part of your copy. So the aim of A or the attention part of the IRA formula is to grab the attention of your audience. So the term attention is a self explanatory term. You just have to grab the attention of your audience. So how do you grab the attention of your audience? Yes, you're right. You should grab the attention of your audience using a title or a headline. For example, take the case of a YouTube video. One tends to click the video which is having a catchy headline. So what we have to do is that we have to write a catchy headline or a magnetic headline to attract the audience to a copy or whether it be a YouTube video or whether it be a product. So that is the most important part of the Ida formula, and that is creating attention, and to create attention, you have to write a magnetic headline. So in order to write a magnetic headline, I prepared few tips for you, so we'll take a dive into those tips to write a magnetic headline. So the very first tip to write a magnetic headline is to use numbers in your headline. So we have two examples, and the first example is top three books on investing. And the second example is seven ways to make passive income. So try to use numbers in your headline, and that is going to tend to attract more people. Now, let's go and take a look at the second tip, and the second tip is to flag out common mistakes. So we have two examples, and the first example says five words that you might have been pronouncing in the wrong way. So this headline would tend to make me check whether I am making that mistake or whether I'm mispronouncing those five words. So that is a very good example of flagging out common mistakes. And the next one is, are you making these mistakes at work? So if you are someone who's working at office, this headline would ring a bell in your head, and maybe you might click in to read the le content. So these are the two examples of the second tip, and the tip was flag out common mistakes. Now, let's go to the third tip, and the third tip is to ask questions. And we have two examples, and the first example is writing your first Ebok read this guide before you publish it. So I think if you're someone who is waiting to publish their first book, then this headline would catch your attention, and you might read the article 0R you might see the YouTube video or whatever this headline is for. And the second example is, Are you new to the stock market? We have got your back. So that is also another example of asking questions. So you have to ask questions, so people would tend to get attracted to those questions. Now, let's go to the fourth tip, and the fourth tip is to induce curiosity. And we have two examples. And the first one is a little mistake that cost a farmer $3,000 a year. And the second one is lose eight pounds in two weeks. So these two are good examples of headlines that would induce a sense of curiosity in the minds of the right audience. So as we have seen in the first section, defining your audience is a really important factor, and that should be the very first step of your copywriting. So now let's move on to the fifth tip, and the fifth tip is to use punctuations. And I personally use punctuations while titling my courses. So these are the names of my two courses, and the first one is Instagram marketing. Then I have colon, con growth and monetization, and the second one is copywriting, master the Art of persuasion. So these are the two examples of using punctuations. I've used Colin right over here, let us go to the sixth tip, and the sixth tip is use H two Adines. And by that, what I mean is that I have two examples, and the first one is how to then you have a space, you have to fill in that blank, even if then there is a blank. Let me use the example of a comb and complete that sentence, how to comb your hair, even if you don't have a comb. So that is a very funny statement, and people would tend to click into it because people want to know how to comb your hair without a comb. And the second one also is similar to the first one, how to, then you have a blank, then without, then you have a blank. So let me fill it again with the example of the comb, how to comb your hair without a comb. So that is also another example of using how to add lines. Try to use more of these out to ad lines, and the right audience are going to get attracted to these d lines. Now let's go and see the seventh tip, and the seventh tip is B ultra specific. So imagine that you're writing a copy for people who want to write their first book. So as you can see, the first title, write a book is a vague title. It is a broad title. So I think a better option would be to use the second one, and the second one is how to write your first book. And by that, you are specifying that this copy is for the people who are going to write their very first book. So I hope this example was clear to you. B ultra specific when you write a headline. Now let's go and take a look at the eighth tip, and if you look at the screen, you can see, give a testimonial. Now, for example, you can see, read how this man travel around the world in 100 days. So you have to give testimonials as title, so people are going to check into it because testimonials have a tendency to attract audience. Now let's go and take a look at the ninth example, and the ninth example is use the five Ws. So this is a part of one of the previous tips, and one of the previous tips was, I think, ask questions, and this is also a part of it. You have to use the five Ws, what, who, when, where, and why. So as I said, this is a part of asking questions, try to ask questions using these five Ws. Now, let's go to the tenth. And the tenth tip is use images. And this is the most important part of a title. You have to use images because images catch the attention of your audience perfectly. And as you can see, six ways to earn passive income online, and you can see there's an image. Images also plays an important role. If you are running a YouTube channel. The thumbnail of the YouTube channel attracts a lot of audience, so you have to create the thumbnail in such a way that people are going to get attracted to it. People are going to click into your channel, and people are going to watch your videos. So those are the ten tips to write a magnetic headline. And if you want more tips to write magnetic headlines, go into the resources section. I provided a link over there. You can use those tips that I've given in the resources section. Now let's move on and ask a different question. And that question is how to not disappoint your audience. And this question is very important because people tend to click pad their audience, and when they click into the video or when they click into the copy to read it, what happens is that the content of the video or the copy doesn't match the heading. So that is very disappointing to your audience. I would always recommend you to write a headline that would deliver what is being promised in the headline. So imagine that you wrote a title that says, reduce your belly fat in 30 days. So the tips in your condon should be helpful enough to reduce the belly fat in 30 days. So you have to deliver what is being promised in the title or the headline. Don't clickbait people because people are going to get disappointed and at times they are going to even swear at you. So I think it is always good to stick with delivering what you have promised. Now, those were the things that I wanted to discuss in the attention part of the Ida formula, and we have come to the end of this video. I hope you learned a lot, and I will see you in the next video. 5. I - Interest: Hi, guys, in the last video, we saw how to catch the attention of your audience using a catch headline or a Tido. So that is the A part of the IDA formula. That is the attention. Now, we are moving on to the I part or the interest part of the IDA formula. Okay, now, what is the I or the interest of the IDA? So after grabbing the attention of our target audience, we have to create an interest in their minds. So what does that mean? That actually means that they should say after reading the first paragraph or the first line of your copy, they should say in their hearts or in their minds this is getting interesting. So that is what our aim is using our first sentence or our first paragraph. Now, there are two ways to create interest in the hearts of your audience. So the first way to create interest is to tell a story. And by tell a story, I don't mean that you have to tell an actual story. You just have to make it sound like you are telling a story, but in fact, you are actually trying to grab the interest of your audience. So now, when do we use this method or when do we make it sound like we are telling a story? Okay, now, if you have a complex idea in your head or if you are writing a copy or something that is very hard to comprehend or very hard to understand, you make it sound like you are telling a story, and telling a story would make your audience feel like they have understood something from what you have written. Now, for example, imagine you're trying to explain Einstein's theory of relativity to someone who doesn't know it. So what you're going to do is that you try to explain it to them by telling a story or by trying to tell a story or by trying to make it sound like you're telling a story. So it would be easier for them to grasp, and it would also create an interest in the hearts of your audience. Now, the second way to create interest in the hearts of your audience is to cut to the chase. And by cut to the chase, what I mean is that just be di give your audience what they came for instead of giving unnecessary details of history and things like that. For example, say that someone wanted to know the specifications of a particular phone and he just searched on Google and he just checked it. What he or she just came for is to know the specifications of that phone. So what you have to do is you just have to give the specifications of that phone instead of saying that this phone was built in 1990 something and giving unnecessary history like that, directly give that person what he came for instead of giving unnecessary details. So the problem with giving unnecessary details is that people tend to leave your page. So you grab attention. If you don't create interest, people are going to leave your copy right over there, and they're going to search for something better. So I hope you understood the cut to the chase part of the interest creation. Now, we have seen tell a story or make it sound like a story, and we have seen cut to the chase. So each of them differs on the content of what you are writing the copy for. So for example, if you're trying to convey a complex idea, you are using tell the story method. And if you're trying to say address an audience who wants the immediate answer for some question, then just cut to the chase instead of just dragging them to the past of the product or something like that. So now what I'm going to do is that I'm going to show you two examples of this. Okay, now, the first example is of the first part that is to tell a story or sounded like you're telling a story. Okay, now, if you look at this screen, I'm trying to convey a complex idea of a theological argument called the cosmological argument. So just don't mind the content of the copy. Just try to see how I've written the copy. So the first part is does God exist? So that is such a wonderful question, and a lot of people are going to get attracted to that question, and that title is really attention grabbing. So the next part, what I'm going to do is that I'm going to create an interest in the hearts of the audience. So if you look at the right side of the screen, you can see that I've tried to make it sound like I'm telling a story. So what it is written is that let us travel in time to a point where time itself at a beginning. So that is such a attention grabbing, as well as it creates an interest in the hearts of the people, and they want to know more what is going to happen in the next slides. So that is how you create the interest by trying to make it sound like a story. You are trying to explain a complex idea to an audience that is not familiar with complex ideas. So that is what we are trying to do by the interest grabbing section of telling a story now let's move on to the second part that is cut to the chase. Let me give you an example. And if you look at the screen, you can see that I've written a copy for the company called What After College. And the topic that I've written is on seven things that coronavirus stole from college students. So this actually refers to the time when there was lockdown due to coronavirus and students were craving to go to college and enjoy their time with friends. So the people of this company actually wanted me to create such a copy that would grab the attention of a lot of I believe that this copy did work because this post actually went viral because it was catching the emotions of college students. So seven things that coronavirus stole from college students, and that is the catchy heading and a lot of people got attracted. And what I did on the next slide was I didn't go and explain what is coronavirus. I didn't explain when the coronavirus started, what happened due to coronavirus. Instead of going to all those unnecessary details, what I did was I had to cut to the chase. What I did was I went and told the first thing, the second thing, the third thing, the fourth thing, and the fifth thing, till the 16 until the seventh, I just bluntly wrote what I wanted instead of saying the history of coronavirus. So that is also another example of cutting to the chase instead of telling unnecessary details or unnecessary stories. So I hope that you understood these two methods for creating interest in the hearts of your audience, and I hope that you will follow these two tips when you are writing a copy. So that is all about this video, and I will see you in the next video. 6. D - Desire : Guys, welcome back. In the last two videos, we have taken our first two steps into the IRA formula. And in this video, we'll be taking our third step into the IA formula. And the third step is the D and the D stands for desire. So let's go and take a look at what D actually means. So as you can see on the screen, the objective of the D or the desire in the IRA formula is to induce a desire or feeling of wding in the product that you're selling or a sense of wding more of your contents. So if you're writing a copy for selling a product, then the desired part of your copy should create a sense of wanting to buy that product. And if you're writing a copy for your social media page, whether it be YouTube, Facebook, Instagram, or whatever the social media platform is, if you're writing a copy for that social media platform, then the desire part of that copy should create a sense of wanting more of your contents, which means that they would follow you, subscribe you, or do things similar to that of following you or subscribing you. Now I have three tips for you for creating a sense of desire in the minds of your audience. So let's go and see what those three tips are. So the very first tip is that the desired part of your IDA formula should answer this question. And the question is, how will it change your customer's life or solve their problems? So if you're trying to sell a product, then the desired part of your IDA should answer this question. How will it change your customer's life? Or if you're trying to write a copy for your social media page, even then it should answer this question. How will it change your customer's life or solve their problems? So I think the answer for this question changes from topic to topic and from product to product. So I can give you a fixed answer for this question. You just have to try to answer this question. By your own when you're trying to write a copy for a particular topic. So I think this tip is very clear. You just have to try to answer this question in the desired part of your IRA formula. So let's move on to the second tip, and the second tip is list the benefits of your product. So now you can see at the bottom, I've written WIIFM, this means that there is a different section called WIIFM where I'll be diving more into benefits and features. So I think we'll take a look at listing the benefits of your product in that section. So if you want to go and check it now, there's the WIIFM. So I think what you have to do is just keep this point at the back of your head. And in the WIIFM section, I think I'll be explaining it to you in detail. And the third tip says testimonies and social proof. So what you have to do is that you have to show testimony, social proofs or comments from previous audience who came and saw your product or who came and saw your contents on social media. What of you wrote the copy for. So in the bottom, you can see competitor analysis and social proof. So I'm discussing more about social proof in the comedor analysis and social proof section of this course. So what you have to do is that you just have to keep this point at the back of your head and we'll discuss more about social proof in that section. So I hope these three tips are clear to you, and we're going to discuss much more into these in the coming sections. So I hope this video gave an idea of what or the desire stands for in the IDA formula. Now we have one more step, and that is the action part of the IDA formula, and we'll be taking a look at that in the next video. So I hope you like this video, and I will see you in the next video. 7. A - Action: Guys, welcome back to the video. In the last few videos, we saw attention, interest, and desire. And in this video, we'll be taking a look at the last letter of the IDA formula, and the last letter is A and A stands for action. And by action, what we mean is that the aim of any copy is to make the audience to take a particular action. Therefore, after going through A, I and D of IDA, we should invite the audience to take part in a particular action. Now, I'm pretty sure that you might be confused hearing this definition of action, but don't worry. Let me give you a few cases and you might understand this definition. Now, for example, imagine that you are running a page on Instagram and you frequently post copies. So what your particular aim on running that Instagram page is that you want to increase the number of followers. And in order to get more followers, you have to push your audience to follow your Instagram account. Now take another case of running a YouTube channel. So your aim is to increase the number of subscribers. So you have to push your audience to hit that subscribe button. Now let's take a third example. Imagine that you are selling a product. So when you're writing a copy for that product, the aim of that copy is to push your audience to buy that product. So you have to put words that would tend to push your audience to buy that product. So that is what the action part of the Ida formula is all about. In this video, I'll be giving you a few tips to improve your action skills of the IRA formula. But before that, we have to take a look at what a CTA or a call to action is. Now, if you look at the screen, you can see that CTA or call to action are the words that you use to push your audience to take a specific action. So now I'm pretty sure that this definition of call to action might not have cleared your doubt on what a call to action is, but don't worry. Call to actions are something that you encounter daily in your life, so you don't have to worry about the definition, you just have to know what a call to action is. So we'll take a look at few examples of call to actions, and then you might understand or get an idea of what a call to action is. So taking a look at the examples of call to action, if you look at the screen, these are a few examples of call to action. Now you can see on the left side, click now, download, follow By now. Watch, subscribe, review, take us away. So these are the call to actions that you might have encountered in your day to day life. So call to actions are just words or sentences that push your audience to do your particular action, which is the ultimate aim of writing a copy. So I hope you understood what a call to action is, and I'm pretty sure you might have encountered at least one of these examples in your day to day life. And I think these examples of call to actions would clear your doubt on what a call to action. Let's go and take a look at a few tips to write an irresistible call to action. So the first tip is to use a verb. For example, try now, download, subscribe, share, watch. So use a verb in your call to action. So that is the very first tip, and I hope that is very clear to you. Let's move on to the second tip. And the second tip is to create a sense of urgency. And just below that, you can see click now, pry out today, only four left. Don't miss out, sale ends tomorrow. So these are the few examples of creating a sense of urgency. And when you create a sense of urgency, it would push your audience to take that particular action which we want them to take. So this is the second tip. Create a sense of urgency. Now, let's go to the third tip, and the third tip is make a call to action or CTA visible. So how to make them visible, it should stand out in your copy so that your audience would easily notice it. So you can use the help of different colors underlining it, different fonts, and all those kind of things. If you look at the screen, you have try now with a red color in it. You have download with an underline in it, and just below that, you have watch which has a font of Italics. So this is also a very important tip to write irresistible CTA. You have to make your CTA visible by changing fonts, underlining it, changing color, and all those kinds of things. Now moving on to the fourth example, you can see that you have to minimize the risk of your audience. And in the examples, you can see that 30 days money back guarantee. So that's the first I'm pretty sure that when you buy a course on UDME, you have 30 days money back guarantee. So that gives a sense of safety that if you don't like this course, you can get your money back within 30 days. So that is a way of minimizing the risk. Now the next example is no credit card for free trials. So for example, imagine that you're taking a subscription for Netflix for the very first time, so you might be given a free trial for one month. But before taking that free trial, what they would do is that they would ask you credit card or debit card details. That kind of increases the risk of the audience when you ask them the credit card details. They are trusting you with your credit card details. So instead of asking for credit card details, you just give the trial for free without asking the credit card details, so that would minimize the risk of your audience. Now moving on to the next example, you can see results in days or months. So I've seen this kind of examples in copies that are related to your body. For example, I've seen people write gain six pack in 30 days or biceps in 15 days, as I've seen, reduce your belly fat in 30 days and those kinds of things. So this is also another example of minimizing your risk. It gives your audience a guarantee that within this number of days they are going to achieve their targets. So that is going to help them minimize their risk. And I hope this point of minimizing risk is clear. Let's go to the next step, and the next step is ease the process. Now this kind of call to action is done in checkout process because people don't want to waste too much time by trying to buy a product. They want to do everything quickly and smoothly. So within one click, your payment is done, those kind of things are going to really work. People would actually enjoy it because it is minimizing their time. I've also seen these kind of call to actions while writing a copy for survey. I imagine that you want to conduct a survey. But the problem of a survey is that people tend to not take a survey because of the time it consumes from so what you have to do is that you have to mention the time it would take to get over, just 1 minute, just 30 seconds. I would finish quickly. These kind of call to actions would tend to increase the probability of people taking your survey. So that is also another method of creating an irresistible call to action, and that is ease the process. Now let's move on to the sixth and the final tip of writing a call to action. And the final tip is add a call to action on every page. So this is usually applied to websites and blogs so when you have a website or you're writing a blog, you might have thousands of pages. Just add call to actions for each and every page and not just on one page because we don't know which page your target audience are going to. So you have to add your call to action on every page. So these are the six tips to write an irresistible call to action. I hope these tips were helpful and insightful to you and I hope that you would use these six tips while writing a copy. Now let's move on and take a look at two situations. So the first situation is, imagine that you were walking down a road and imagine that you saw a stranger standing there, and the stranger comes to you and asks you to put your hand in the box. So what are you going to do? Are you going to put the hand in the box when a stranger just comes and asks you to put the hand in the box? Well, let's answer that question later. Now, before going and answering that question, let's take a look at the situation number two. So the situation number two is similar to the situation number one, but there is a small difference. This time, the stranger doesn't ask you to put your hand in the box. This time he asks you to put your hand in the box and take the chocolate. Would you put your hand inside that box and take the chocolate? Well, that is also a wonderful and a tricky situation. And now if you look at the screen, you can see on the left side, you have put your hand in the box, and on the right side, you can see, put your hand in the box and take the chocolate. So I'm pretty sure that the probability that you'll put your hand inside the box is in the second case. That is you'll put your hand inside the box to take the chocolate or when that person says Take the chocolate. But when someone just comes to you and say that put your hand in the box, you are afraid and you are reluctant because you don't know what is inside that box. But when someone says to you, put your hand in the box and take that chocolate, you know what is inside the box. So there is no mystery, there's no chaos. You just put your hand inside the box and take the chocolate. So now you might be wondering why did I take these two situations? Well, these two situations have similarities with call to action now if you look at the screen, you can see call to actions that works, or CTs that works. Now, the first example is click here. So instead of saying click here, what you have to say is that you have to say, click here to buy the watch. This is because when you say click here, it is like the first situation when someone is asking you to put your hand in the box. But when you say click here to buy the watch, you probably know what is inside that box. So that is like the second situation. So the second situation as more probability to make our audience take the action. Let's move to the next example. Instead of writing download, you have to write download the song. Instead of writing subscribe, you have to write subscribe for similar contents. Instead of saying order now, you have to say Area pizza now. So these are the few examples of that situation one and situation two. I hope that I could draw a very perfect analogy of those situation one and to the call to actions that works. And I hope you understood the point I'm trying to make over here. And by that, we are wrapping up this section. I hope this video was and I hope that this section itself was helpful, and I will see you in the next section. 8. Features & Benefits: Hi, guys. Welcome back. In the last section, we took a dive at the IRR formula, and we also saw what each of those letters AIDA means. Now, in this section, we'll be taking a look at features and benefits. As you can see on the screen, the section is called WIIFM. Now, to elaborate on the WIIFM, what WIIFM stands for is what is it in for me? And if you ask me, this is also a very, very important part in the world of copywriting. So I think you should give it a thought on WIIFM. Who is asking this question? Are you asking the question, the person who's writing the copy or your audience for whom the copy is being written asking this question. So I think you should give a thought to it on who's asking the question. What is it in for me? And I think I won't be explaining to you WIIFM in this video. I'll be explaining it to you by the end of the section because by the end of the section, you might have figured it out on your own. So I think we will move on and keep this at the back of your head. And by the end of this section, you'll be figuring it out on your own. And if you don't figure it out, don't worry. At the end of this section, I'll be explaining it to you. So let's move on to features. Now the definition of a feature is that it is a distinctive attribute or an aspect of something. So I think that's a very clear definition. So let's go and take a look at the examples. So I have two examples for you. The first example is on shamboo and the second example is on the processor of a smartphone. So now let's take a look at the first example. The first example is this shamboo has pentanol in it. So pentanol is the feature or that distinctive attribute or aspect of the shamboo so if this shamboo doesn't have penthanol, I don't think this shamboo stops being a shamboo right? Because pentanol is just a feature, and a feature is something that just adds value to an already existing substance. So penthanol is the feature of a shamboo and we'll take a look at the second example. MyPhone has a snap Bragon processor in it. So the Snapdragon processor is the feature. There are many other processors. Snapbragon is not the only processor. There is xenos also, and there are other types of processors, too. So Snapragon is just one kind of processor. This phone has Snap Bragon. So Snapdragon is the feature of this phone. So I hope that much is clear to you and I hope you understood what a feature means. So now I'm pretty sure you might be wondering why is this guy telling the definition of a feature, the definition of a benefit? This is something you can Google it up, right? Well, I'm actually trying to make a point and this point is a very valid point in the world of copywriting. So what I'm going to say is that if you kind of feel childish to be explained on what a feature or a benefit is, just go along with me. And by the end of this section, I hope that I'll be able to make my point of features and benefits clear to you. So let's move on to the benefits part. So a benefit is an advantage or a profit gained from something. So I hope that definition is also very much clear. So let's move on and take a look at the same example of shamboo and mobile phone. So the first part is shamboo. What is the benefit of a shamboo with pentanol? So using this shamboo makes my hair smooth and silky. So that is the benefit of using a shamboo that is having pentanol in it. Now, let's go and take a look at the second example. And if you remember from the features part, the feature was my phone has a snapragon processor in it. And now the benefit of using a snap dragon processor is that my phone doesn't hang. So by that, what I mean is that I can use my phone all day long without any difficulty. And even after doing all those things, my phone doesn't get slow or doesn't hang. So I think that is a benefit of using a phone with Snapragon processor. Now we have taken a dive at features, and we have also taken a dive at benefits. So now the next point or the crucial point of benefits and features is that features tell and benefits sell. So in the world of copywriting, we don't actually list out features. We always try to list out the benefits of a product or whatever you're writing the copy for so this is the point I wanted to make features, tell and benefits sell. So in the world of copyrighting, features don't play much of a role. Benefits are the main important factors for writing a good copy. So I hope you would always start thinking of benefits instead of features. And in the next video, I think I'll be explaining to you how to flip features into benefits or how to convert your features into benefits. So I hope this video gave you the basic knowledge or the foundation of features and benefits. And I hope this video did help you and I will see you in the next video. 9. So What?: Hi, guys. Welcome back. In the last video, we talked about features, and we also talked about benefits, and we also saw two examples of features and benefits. One was about a shamboo and the other was about the processor of a phone. Now, let's begin from where we ended in the last video. We ended by saying that features tell and benefits sell. And by that, what I meant is that when you write a copy, always try to list out the benefits of that product or whatever you're writing the copy on instead of writing the features. As I promised in the last video, we'll be talking about how to flip your features into benefits. So we are taking the feature of something, and we are going to flip it into its benefits. So in the world of copyrighting, this process of taking the feature of something and converting it into benefits is called the SWOT test. So let's take a dive into the SWOT test. So this test actually has three steps. The first step is to state the feature. Second step is to ask so W. And the third step is to answer that question which you asked in step two. So let me give you an example. Let's take the case of that shambo we talked about in the last video. So step one is stating the feature. So the feature was the shamboo has pentanol in it. So that is a feature of that shamboo. Now, step two is ask so W. So a shambo has pentanol in it, so what? Now the third step is to answer that question, to answer that SO. So when you answer the SOT question, you get that the shamboo gives me smooth and silky hair. So that is the benefit of using a shamboo with pentanol. So after completing these three steps, you can clearly distinguish between feature and benefits. The feature is this shamboo has pentanol in and the benefit is using the shambooGave me smooth and silky hair. So we have clearly distinguished between feature and benefits, and we have flipped a feature into benefit using the SWOT test. Okay, now let's go and take a look at few examples of the SWOT test. Now, if you look at the screen, you can see a division of features and benefits. So first I list the features, then I'll ask the SWOT, then you'll get the benefits. Okay, now, the first feature is an iPod with five GB of hard drive. So that is a feature of an iPod. Now, let's use the SWOT test, and we'll be getting that the benefit is 1,000 songs in your pocket. So I have five GBs of hard drives. So what? You'll be having 1,000 songs in your pocket. So that is the first example of features and benefits and using the SWOT test. Well, I think this example is taken from the first introduction of iPods. Steve Jobs introduced the first iPod using this method. Instead of saying an iPod with a five GB of hard drive, he said, you'd be having 1,000 songs in your pocket. So that is how IPOD was introduced. And this is such a famous example of features and benefits. I've seen this on Billboards where they write thousand songs in your pocket for an iPods advertisement. So this is such a famous copywriting, and it still works today. Now, let's go to the second example, and the second example is a phone with 5,000 MH battery. So by using the SOO test, you get the benefits, and the benefit is to use your phone for 24 hours without charging it. So that is another example, and let's go to the next example. And this one is a course on Adobe Photoshop or Adobe XD. So let's use the SWOT test, and after using the SO test, you get the benefits and the benefit is become a pro designer. So you'll be a super designer if you start learning to use these tools of Photoshop or AdobeX now let's move on to the next feature, and the next feature is a Bluetooth headphone. Now, let's use the SWOT test. And the benefit of using a Bluetooth headphone is that say no to wires. So you want to have to face the difficulty of untangling your wire because wires do have the tendency of getting tangled all the time and you have to sit and untangle it. And it is such a difficult thing. So this is also an example of features and benefits and using the SWOT test. So I hope these examples gave you an idea of using the SWOT test. And I hope you would use this while writing a copy. Now, let's move on to the first question we asked in the section, WIIFM. What is in it for me? And I'm pretty sure by this time, you might have figured out what WIIFM or what is in it for me is. So it is just placing yourself in the position of your customer and thinking like them. So whatever we did in this video is just WIIFM, that is we are placing ourselves in the position of our customer, and we are trying to list the benefits or what is the benefit for me if I use this phone with this feature. So that is what WIIFM is and next time when someone asks you to sell me this pen, always remember to list the benefits of that pen instead of listing the features of that pen. So I hope you enjoyed and learned a lot from the section, and I will see you in the next section. 10. Competitor Analysis: Hi guys, welcome back. We have completed three sections of the scores. In this first section, we'll take a look at competitor analysis and social proof. And in this particular video, we'll be taking a look at comedy, the analysis. So let's jump into the video and now we can see common data analysis is the process of analyzing accommodate us in order to produce the best copy in your knees. In other words, what are you going to do is you are going to find the accommodator is you're going to compare all of your competitors and you are trying to produce the best copy in that particular niche. Now for example, imagine that you are going to start a blog on designing. What are you going to do is you're going to find a few top blogs related to designing and you're going to compare all of them and you are going to try to create the best copy compared to all of those top blocks on designing. So that is what accommodator analysis is all about. Let's go and take a look at why should we analyze our accommodated. So there are three main reasons, and I'll be showing you a live examples for each one of these. Let's just read through it. The first one is common data analysis improves your copy. As I've said earlier, we are just trying to produce the best copy in our needs by comparing all of our top competitors in that niche. The second reason why we should analyze accommodator is that if you are a beginner in your niche, common data analysis helps in clearing your doubts. So imagine that you don't know what to do. So by accommodator analysis, you will get an idea of what to do, how to write and all those kind of things. Now the third reason why you should do accommodated analysis is that accommodator analysis helps in pricing your product. So these are the three reasons why we should analyze accommodated. And we'll be taking a look at all of these reasons in depth using a live example. Now before going into the live example, a lot of people asked me, is in comparing your copy with other top copies of the niche, really not good. What I would say to that is that we are actually not come bearing a copy with them. We're just analyzing our competitors in order to create a new copy for ourselves. So as they say M for the moon, if you miss, you may hit a star. What we are actually trying to do is we are trying to produce the best copy in that niche. We are in comparing our copy to the top accounts. We are actually comparing all the top accounts to each other in order to produce the best copy. So I hope you understand that point and I think it is really important to differentiate between comparison, which is the thief of all joys, and analyzing your competitors. Now let us take a dive into the live example. And if you look at the screen, you can see that this is our task and let me read the task out to you. Steve is a digital marketer. He wants to create a course on Instagram marketing and he plans to market it on Udemy. Help Steve in writing a good copy for his Udemy landing page after analyzing its competitors. So in brief, what the task is that Steve wants to create a course on Instagram marketing and he wants to market it on Udemy. What do we have to do is that we have to write a copy for Udemy landing page. And for those of you who doesn't know what a Udemy landing pages, this is what a Udemy landing page looks like. I'm pretty sure you might have seen this page before buying my course. And the people who market their courses on Udemy always tend to make this page really, really attractive. And in order to make the space really attractive, you have to write a really, really good copy. What we are going to do is that we are going to write a good copy for Steve in order to market is Instagram course on Udemy. Now the very first step to accommodate her analysis is that you have to find your competitors. In order to find Steve's comedy there is what we are going to do is that Steve is going to go and search in the Udemy search engine. So if you look at the screen, you can see that Steve has searched for Instagram marketing in the Udemy search engine. And the results show that there are 10 thousand results for Instagram marketing. So you don't actually have to go through all those 10 thousand courses. You just have to go through at least nine to ten courses that pop up when you search for Instagram marketing. Because those nine to ten courses would be the top courses for Instagram marketing on Udemy. We just have to compare the best in order to be better than the current best. So that is our strategy. We're going to compare all of the ten top courses on Instagram marketing. And we are going to make a copy that is better than the best. Okay, Now, if you look at the screen, I've taken the image of around six courses. I didn't take ten courses because this would be more easier to explain. So I've taken the top six courses. So now what we're going to do is that we are just going to go through all of these six snippets of these courses. And we are trying to identify what are the things that would grab the attention of the audience. Now I'll give a 10 second pause. Try to identify the attention grabbers and your post stats. Now, let's take a look at the attention grabber. So these are the things that grabs the attention of your audience from those small snippets. If you look at the screen in the first one is titled, The second one is subtitled, The third one is image, then the fourth one is price. We have to find the best title, we have to find the best subtitle. We have to find the best image and we have to find the best price compared to all of these six top courses on Udemy. So first let's go through the title. Let's go through the title of all of these six courses. Just go and read it, and then let's go through the subtitle. I think there is no subtitle in the snippets because these were taken from the Udemy app. So if you're going through the Udemy website, you would obviously find subtitles. So we don't have subtitles here, so it's okay and go through all of the images, try to find the best image using stock images or you can create a better image. You can also go through all of the prices and whatever things that come into my just go through all of those four things that I mentioned. And what do you have to do is that you have to brainstorm for a few days and you have to write a copy that is better than all of these best courses in Udemy. And if you look at the screen, this is my first course on Udemy. And after accommodate analysis, what I did was I found the title and the title says Instagram marketing colon, account growth and monetization. And the subtitle reads, explore the right strategies to grow and monetize your Instagram page. And I've also found a good image from the Internet for this course. And I've also price to cause to the minimum. So now going back to those three things, we have completed, the first and the first thing was accommodator analysis improves your copy. What I did was I compared to all of those six ones, and I tried to create a better copy than the best. You might not always end up creating the best copy compared to all of those top accounts. But I'm pretty sure that it would definitely improve the copy that you write for the course. As I said in the beginning, M for the moon. And if you miss, you might hit a star. Let's go and take a look at the second one. And the second one says that if you're a beginner in your niche, competitor analysis helps in clearing your doubt. So as I've said, this course, the Instagram marketing, accounting, growth and monetization. That course was the first course that I've launched on Udemy. So while writing the copy for lining page, I didn't know what to do. There was an option called description. I didn't know what to write. And what I did was I went and checked all of the top accounts. I compared each and every one of them. And in fact, it did give me an idea of what to write in certain spaces. For example, if you look at the screen, I didn't know what to write in the place of course description. And now if you look at the screen, I've compared all of the top accounts and I wrote a description for myself. So it is a fact that competitor analysis helps you in clearing a doubt if you're a beginner in your niche or if you don't know what to do in specific situations. And if you look at the screen, this description says level up your game with this course on Instagram growth and monetization. If you are someone who wants to know the right ways of growing your Instagram page, then this course is for you. But where's the fun if you can't monetize something that you have grown. In the beginning of the course, we learned to grow up page and then we remove the L from that to earn from the page that we have grown using the strategies that I provide in this course. This course begins from the scratch of economy optimization and ends with monetizing your page and in-between, we will deal with lots of important things related to your Instagram growth and also deal with common doubts regarding the same. What are you waiting for? Let's go to the course. This was a description that I came up with after comparing to all of those top accounts. And I do believe that this is a really good description. It might not be better than the others, but I'm sure that accommodator analysis helped in improving the copy. Now if you look at the screen, we have completed two of the reasons why we should analyze our competitors. Now the third reason is competitor analysis helps in pricing your product. So I'm not going to show specific examples, I'm just going to explain it to you. So whenever you create a product, you are definitely going to encounter the situation where you have the trouble in pricing your product. You don't know at what cost should you sell this product? At that point where you have to do is that you have to analyze your competitors. You just have to check your competitors. At what price are they selling their product? And you can take the average of all those and price your products accordingly. So that is also another reason why you should analyze the accommodator is it helps in pricing your product. And we have successfully dived into the three main reasons on why we should analyze accommodate users. We also took a look at how to do the accommodator analysis. We took a case study of Steve. We have Steve write a copy for Instagram marketing, his very first course. And I'm pretty sure that Steve really did find it helpful. And Steve, thanks you for that. And I hope that you enjoyed helping Steve to do the competitor analysis and also to help him write a copy. And I also hope that you learned a lot from this video and I will see you in the next video. 11. Social Proof: Hi guys, Welcome back. In the last video, we took a look at competitor analysis. And in this video we'll be taking a look at social proof. So what is social proof? Now imagine the case that someone new came to read the copy or someone new came to see your product. So the very first thing, especially in the case of the product, that they are going to look, they're going to check the ratings or reviews of the people who had previously visited your product, aria copy. So our aim is that we are trying to make those reviews the top-notch reviews, and we're trying to make those ratings the best. So the very first thing, what do you have to do for social proof, as you can see on the screen, you have to leave an option for the people to comment on your copy or people to rate or review on your copy. So there are three types of places where you can put the option for commenting or you can put the option for rating. The first place is a website or a blog. So imagine that you are writing a copy for your website or for your blog. As you can see on the screen. This is an example of comments that were written in one of the blocks that I saw on the internet. So the comments have been deleted. So that is a very recent why I took the screenshot of this comments that I just wanted to give you an idea of how the comments look like. I didn't want to show you what the comments were. So this is the best example after writing a blog or after writing a copy for a website. At the bottom, you have to leave an option for your audience to review or leave a comment. So that would give you two types of audience. And the first type of audience would be the people who would congratulate you, would say good things about your copy. And the second type of people would be the people who would disagree with you. So when people disagree with you always learn to take it in a healthy way. You have to reply to those negative as well as positive reviews. Now let's go to the second thing. The second thing, our products. Now imagine that you are selling a book on Amazon. So the very first thing which I would check are the ratings or reviews. What do you focus on Amazon or wherever you are selling the book is to try to increase the number of five-stars and try to decrease the number of 1's stars. So the higher the number of five stars and the higher the number of people who are rating, that would increase the probability of me buying that book. I hope that point is really understandable and it doesn't need an explanation. And to add to that, imagine that I'm a skeptic who would in check five-stars? I would always take three stars, stars and one stars. So how can you make the people who check three stars to stars and one stars buy a book? Well, I've seen people who write in the three stars to stars and the one-star say that the book is perfect, the product is absolutely perfect, but the service of Amazon was not really good. So that is why they have put three stars or two stars or one star. If you deliver a wonderful copy, then people are going to definitely put more of five stars and four stars and less of three stars, two stars, N1 stars. So that should be our aim. You have to try to write copies that are brilliant enough to make people put five stars and four stars. So as we have seen in the previous sections, always tried to use the aida formula. And I'm pretty sure that it is going to work perfectly well as the third part of social proof, our social media. Well actually you don't have to do anything with social media because there is an option called comments. So you don't have to put an extra option for commenting or reviewing. There's already one called comments. So people would disagree with you. People would like your posts are like your copy. Just go along with it and always try to make those comments perfect. And if there are people who disagree with you, always try to improve your copy. These are the three things that you had to keep in your mind for social proof. And that is the end of this video and the end of this section. I hope that you have learned something important from this section, and I will see you in the next section. 12. Search Engine Optimization: Hi, guys. Welcome back to this new section. And in this section, we'll be dealing with websites, and we'll take a bit deeper dive into search engine optimization. And after that, we'll be discussing about email marketing. So let's go and take a recap of what we learned about websites. So as you can see this image on the screen, I'm pretty sure you might remember this image from the introduction of the IRA formula. If you haven't seen that video, please go and watch that video where I explain to you the IR formula using an example of a website. So this is the format for using the IR formula in your website. And since I've discussed this framework in the introduction part of the IRA section, I think we'll just go through it briefly and then we'll move on to the search engine optimization part. So as you can see, the first part is attention and you gaze the attention of your audience using a catchy headline, then you create the interest, as you can see, then it is always good to put an image next to it, and after that, you have desire, and after that, you have the action part where you put a call to action for your customers or your audience to click into it and take the particular action that you want them to take. So that was a quick recap of the IRA model for a web page, but guess what? There's more to it. And that part is the search engine optimization part. So let's go and take a look at what search engine optimization is. And also, let's see how the Ida formula is used when we are doing search engine optimization. So as you can see, search engine optimization is the process of optimizing your web page with the aim of ranking at the top of search engine. So usually when we try to rank for the SO, we always try to rank for Google because that is a top search engine that we use around the world. So if you didn't understand what the search engine optimization or SEO is, I'll explain it to you with an example. Now for the sake of example, place yourself in a position of someone who is writing a blog post. So imagine that you're running a blog post on designing. You give out tips on your blogs or website on designing. So when someone goes to Google and when they search for designing tips, your website or your blog should be the very first thing that they should see at the top of the search results. So that is what the aim of search engine optimization is. When people try to do the search engine optimization, they always try to rank at the top for a particular key so our particular keyword in this example was designing tips. And if you look at the screen, there are two types of search engine optimizations. So the first one is on page SEO and the second page is off page SEO. And as you can see, the on page SO deals with the way you optimize your website or your blog for a particular keyword. Now, in the case of blogs in which we gave designing tips, the keyword was designing tips. So that is what the first part or the on page SEO means. It means the things that you do in your website so as to rank at the top of Google. And the off page SEO part is the work of a digital marketer who is doing search engine optimization, but this is a copywriting course, so we'll just stick onto the copywriting part of the search engine optimization. So now, as you can see on the screen, I went to Google and I searched online courses. So the very first site that came up was Uremi and you can see Um online courses, learn anything on your schedule. And below that, you have UAMIs an online learning and teaching marketplace with over one lack and 55,000 courses and 40 million students learn programming, marketing, data science, and more. So that was the first thing that came up in my search results. And the second thing that came up in the search results are of coursera. And you can see top free online courses, learn online with Coursera. And below, you have a snippet, and it says, free online courses from top universities like Yale, Michigan, and Stanford, learn and gain marketable skills through video lectures, quizes. And the third thing that came up in my search result was EDX free online courses by Harvard MIT, and then they have AC. Then in the Snippet, they have written access 2000 free online courses from 140 leading institutes worldwide, gain new skills and earn certification or certificate of completion. Join today. So these were the top three search results that came up when I searched for online courses. So if you look at these three top search results, you are going to notice something that is common to all of these three things. Yes, that is the keyword called online results. So in the heading or the title, you have online courses in three of those, and in the snippet under it, you have online courses or online courses, whether it be together or whether it be far away. They have placed the keyword online courses in the snippet as well as title. So that is the very first thing which you have to know and let's go and take a deeper look at keywords. So there are three types of keywords while doing the search engine optimization. And the first type of keyword is the head, and you can see logistics. So what that means is that these are keywords with just one words. And the second types of keyword are body and they have logistic management. So these are the keywords with around two words. And the third type of the keyword are tail. So you have logistic management software case studies. Or the tail can have long sentences or phrases. So there's a hierarchy for these keywords. The head is the most difficult keyword to rank in the search engine because all the top accounts or the top companies would have optimized their search engine for that one word. And for the body keywords, it would be mildly difficult because even those two word keywords have competition among commentators. And the last one is tail. So the people who are starting out their search engine optimization, usually focus on this type of keyword because there is less of competition compared to the head and body. So if you're starting out, try to focus on the tail type of keywords where you can use phrases and long words. And if you insist on optimizing your website using the body or the head, if you have a good digital marketer, then he might be able to help you. So I hope you understood the different types of keyword, the head, the body, and the tail. The head are the keywords with just one word, the body are the keywords with just two words, and the tail can have for the longer keywords. Now, let's conclude this website and search engine optimization section. What is your duty as a copywriter while writing a blog or a website? So the very first thing is that you have to use the IA formula, and that is a must. And the second thing which you have to do is that you have to use the IDA formula in such a way that you choose the keyword, say, online courses, and you have to plug those keywords into the title and the subtitle of the website. So that is your second duty as a copywriter. The third duty of a copywriter while writing a website is that you have to plug in these keywords in your content. So when you're writing the invert part or the desire part, try to fit those keywords into those Ira part and desire part. So try to use those keywords as many times as possible. In our case, it was online courses, and the other case was designing tips. So that is how we conclude, use the IA formula, use the keywords in title and your subtitle, and use the keywords while you write your content. I hope this video gave you insights on search engine optimization and how to optimize your website around keywords, and I will see you in the next video. 13. E-Mail Marketing: Hi, guys. Welcome back to this new video of this course. And in this video, we'll be taking a dive into the copywriting part of email marketing. So let me remind you of something that I've told in the previous sections, and the reminder is that every copy that we write has a particular aim. And in the case of email marketing, the very first aim is to make the audience click into that particular email that we are sending them. That's why the copywriting part of the email marketing revolves around creating catchy titles, snippets, and all those kind of things that tend to attract the audience into clicking the email that we send them. So let's go and take a look at the first step. And as you can see, the very first step is to focus on notifications. So when you send your audience emails, the very first thing they are going to see are your notifications. So the notification of the mail that you send have a limitation. So the limitation is that it doesn't show everything that you send. Instead, it just shows a tiny fraction or a tiny snippet of whatever you're sending them. As copyrters, we have to put our brain into this and we have to make our emails attractive in such a way that the part which is being shown in the notification tends to make the audience or the person who is seeing the notification click into those notifications. So that is the main trick of email marketing. So as you can see on the screen, there are two examples, and the first example is from Linden. And if you know Linden is not an email service, but I wanted to show you an example of notification which would tend to make you click into it. So as you can see, the notification says, your dream job will not be a bed of roses. Here's why. So that is a sort of notification that would tend to make people click into it, right? So let's go and take a look at the second example. Now, this one is an actual email, and you can see this is from Neil Patel, and this person is one of the most famous digital marketers in the world. And this notification says my biggest search engine optimization mistake. So the target audience of Neil Patel would be the people who are interested in digital marketing. So when someone who is interested in search engine optimization sees such a notification from Neil Patel, who is one of the greatest digital marketers in the world, say that he has made greatest mistakes in search engine optimization. So if you remember this is one of the tricks that I told you in the IDA section, and that tip was to flag out common mistakes, and this guy has used it, and the people who are genuinely interested in search engine optimization would definitely click into this. So now, let me give you tips to improve your copywriting skills for email marketing. So there are two tips, and the first tip is open your email, go through all the mails, and take note of the ones which creates a tendency to click into it. So notice those kind of emails that would create a tendency in you to click into it and not the strategies or how they have put the words in their title and in their snippets so that when you try to write copies, try to follow those methods. And the second tip that I want to give you is the WIIFM, and that is place yourself in the position of your audience before writing a copy. So whenever I write a copy for emails, what I do is that I'd always try to think from the audience point of view, and that would be like this. I would try to ask myself if I were the audience, would I tend to click into this email that I've written? And after asking that question to myself, I would try to be honest with myself and if the answer to that question is no, I would try to make a better copy out of it. So those are the two tips to improve your emails. So let's go and take a look at two examples. So as you can see, this is the first example, and the first example is from Neil Patel. And I've told you who is Neil Patel. Neil Patel is a famous digital market as you can see, first email reads, if you can't fight them, copy them. And the second one reads three SEO trends in automation, and the third one reads, add secrets from big brands, and the fourth one reads the forgotten SEO strategies, and the fifth one reads a step by step SEO strategy for beginners. So these are the kind of titles and snippets that would make the audience of Neil Patel to click into it and read the email that he has sent. Now let's take a look at another example. And as you can see, this is the next example, and that is from Domino's Pizza, India. And the first one has the title of Cricket and Pizza What a match. And since cricket is a very popular game in India, people who are watching cricket matches would definitely want to order something to eat. And at the very moment, if Domino's Pizza sends notifications like this, people tend to click into it to order online. So that is a wonderful strategy that they have used. And the second one says, Celebrate the joys of life with a pizza. So if you're a food lover, you are definitely going to click in the kinds of emails. So I'm not going to read the rest of the email. I just wanted you to get an idea of writing the title and snippets, and I hope these examples gave you an idea of writing the title and snippets. So we have come to the end of this video, and I hope you learned a lot about email marketing and copyrting in email marketing. So that's all for now, and I will see you in the next section. 14. Instagram: Hi guys, Welcome back to this new section. In this section we'll be taking a look at copywriting in social media. And in this video, we'll be taking a look at the aida framework on Instagram posts. So as you can see on the screen, there are two types of Instagram posts. The first one are the carousels. So as you can see, these are the sliding posts, are the swiping posts with a maximum of ten slides proposed. And there's the single post when you use test one slide instead of two or more. If you use one post, it would go under the single post category. And if you use more than one till ten slides, then it is called the carousel post. Let's go and take a look at the framework for arousal and also for a single posts. So as you can see, this is an example that I think I've showed you before. So this is from a company called water after college. And you can see there are eight slides in this post. And I was doing an internship with this company. And this company have around 20 thousand followers. And while I joined this company for doing my internship, what happened was none of their posts on Instagram was in having any reach. I don't let me can use the aida formula and we can create a wonderful post on college students. And as you can see, I wrote the IDA formula where I caught the attention using numbers, seven things which Corona Virus Total from college students. And on the next page, I just created interest. And at the bottom you can see around 4,149 people like this poster. That is just the number of legs. The total number of people who viewed this post was around 25 thousand. So this post went viral. So what I wanted to say is that when he wanted to try to use IDA, always try to use carers who posts and they are going to work Definitely Well. I hope this example is self-explanatory. And let's move on to the single post. And if you look at this, this is the format for doing a single post. There's the title at the top, then we have content, and then we have anything else. And at the bottom we have call to action or CTA. Now actually I don't use much of the single posts because I actually use the arousal posts for doing the aida formula. And I only use single posts for just writing quotes and stuff like that. So if you want to use the aida formula, this is the framework for a single post. And if you have noticed there is a hierarchy in the single post, the title is really bold and it should gets the attention and the content is written in a smaller font than the title. And below that you have anything else which is not that important, that is written in a form that is smaller than the content. So there's a hierarchy of the font right over here. So if you wanted to use the IDA formula and single post, this is the framework. You have to write it in an hierarchy away and you have the title economy, anything else? And at the bottom, the call to action. So I hope this framework is clear to you and that is the end of this video. I hope this video gave you insights on the framework of carousels and single post. And I will see you in the next video. 15. Quora: Hi guys, Welcome back to this new video. And in this video we'll be taking a look at Quora marketing. This video is for the people who would be taking a step into the Quora marketing in the future. So the copywriting part of quantum marketing is really important. So first let's take a look at one-quarter eyes. And as you can see, Quora is a social media platform for Q and a or for question and answer. And by that, what I mean is that people would be asking questions and anyone can answer that question. And a lot of people are going to see your answers. And if they like your answers, they are going to click the Upload button. So the Upload button is like the like button on Instagram or YouTube. This is just called the upward button. There is just only a difference in the naming of that button. So before that, let's go and take a recap of what we learned of IDA. So as you can see, this is the aida funnel that we introduced in the introduction of the aida formula. And what do you have to do is that you have to answer questions using this aida funnel. You have to start by a good heading and then you have to create interest, and you have to create desire, and then you have to make them take a particular action. Moving on, if you remember, this was a format that we use for a website. Well, guess what? This is the same format that we'll be using for the copywriting inquiry. You have the attention, then you have interest, desire, and action. You can also use images in Quora. You can also make your text bold. You can also make them in the italics font and so on. Let's go and take a look at one of those questions. This question, as you can see, the question was, can you explain the ending of nocturnal animals? And if you don't know, nocturnal animals is a movie. And after watching the movie, I actually didn't understand the ending of the movie. When I don't actually understand the endings of movies are, if I don't understand the movie at all, I would go to Quora and I would search for this question and someone who knows the answer might have answered it. So as you can see, this person, I started with a very wonderful line. You started with Rubens is a strong word to describe. The ending. Payback seems more fitting to me. That is a very catchy sentence, but I would suggest you to differentiate between the heading and also make different paragraphs were interest and desire. And that's fine if you don't want to do it, but always tried to add images and dispersant actually added images. I just couldn't fit that into the screen. And at the end, what he did was that he actually asked people to give this person an app board if they liked this answer. And as you can see on the screen, 11 people, I had uploaded it. 11 up votes are a pretty decent upwards for this question. And many people can give answers for the same question. So the more the number of upwards you get the topo, your answer would stay. So when someone would click in, if you have the highest number of upwards, you would see your answer first. The person with the next number of higher-up woods would go below you and so on. That is what Quora is. You have to use the aida formula, tried to attract people with an impressive answer. Or if your aim is to redirect them into some other website or to buy a product. You can put the link at the end of the answer. And when they click that link, they will be redirected to your website or to your product. So that is all about copywriting, inquire marketing. If you're actually interested in Quantum Marketing, get into Quora and start reading other people's answers and start identifying the aida formula that other people use. That is all about Quantum Marketing. And that is the end of this video. I will see you in the next video. 16. YouTube, Twitter, Facebook: Hi guys, Welcome back to this new video. In this video we'll be taking a look at YouTube, facebook, and Twitter. Now taking the case of YouTube as a copywriter, you have to focus on two main things. The first thing is the thumbnail and the second thing is the title. So we did discuss on how to write titles in the IDA section. So let's go and take a look at the three types of thumbnails. So the very first day of thumbnails are, as you can see on the screen, using stock images. This person who owns this YouTube channel is, name is Ben Lai know Scott. And this guy puts motivational quotes and all those kind of things. So you can see there are four minute videos, three-minute videos, and all those kind of things. So the target audience for this kind of videos are the people who might be going to the gym, who might be having exams and all those kind of people. As you can see, the thumbnails are made using stock images. If you can't find stock images, go to the Internet and you'll be able to find a lot of stock images. And if you are lazy to go to Internet and search for it, don't worry in the resources section, I have provided the link for two to three websites where you can download stock images. So this is the first type of thumbnail. Use stock images. Now let's go and take a look at the second aim of thumbnail. So this is the second example of thumbnail. As you can see, this is an edited one. So if you are a creative designer, then you can make these kinds of funny edited designs for your thumbnail. So as you can see, the question is, where did Jesus go after he died? And as you can see the thumbnail is Jesus standing inside the lift and the button's outside, say heaven to the top and held to the bottom. So this thumbnail looks really attractive and very creative. If I were the person who would be seeing this video, I would obviously click into it. That is what you have to do. Make creative thumbnails. If you are not a designer, you can find someone who is a designer, maybe a friend, or you can hire freelancers for designing thumbnails and make them funny or creative. Now that's the second case of thumbnails. Let's go and take a dive at the third example of thumbnails. And as you can see, this person is running a channel with his face on it so that it's a wonderful idea. So if you wanted to brand yourself, you have to put your face in the thumbnail. May creative thumbnails like this and put your face in it. So these are the three examples of creating thumbnails. I hope you understood these three examples. Now let's move on to Facebook. So in the case of Facebook, all the strategies of Instagram that I discussed in one of the previous videos applies to Facebook because Facebook is the parent company of Instagram and actually they are very similar in the kinds of posts. So if you don't remember what I told in the Instagram section, as you can see, this was the format that I had discussed. There's a hierarchy of contents. I mean, the title, his little bit bold and bit clearer and bigger, but the content is bit shorter than the title. And anything else that you want to write that is not that important. That would be a bit smaller than the content. And at the end you have the CDA. This was the type that we discussed for Instagram. So this applies to Facebook as well. Now let's go and take a look at Twitter. If you don't know what Twitter is, twitter is a social media platform for microblogging at Tweet can contain 140 to 250 words. Actually previously the maximum word limit was 140. Now they have increased it to do AD. So I am actually confused what is the actual word limit? So it's 140 or two ideas. So that's why I've put both 142 AD in the definition. So let's go and take a look at few examples. If you look at the screen, this is the first type of tweet that I wanted to discuss. And you can see a company called matter where marketing. And they've treated newspapers across the globe thanking God that room rhymes with whom. This is a joke related to Italy winning over England. So as you can see, this is the format for writing a tweet. You have a word limit of 140 to 280 words. As you start your account and as you dig more into Twitter, you are going to be familiar with how to use Twitter. So this is the format of using Twitter. Try to be funny and you'll be more experienced when you get into greater. So there is a second type of grid that I wanted to show you. As you can see, you can post images In the top. They have written billboards are going to space and they have put an image so you can click into that image. It would be like a social media post on Facebook or Twitter. If you wanted to post images, you can use the method that I've discussed for Facebook and Instagram. And as I've said earlier, as you start using Facebook, you are going to understand a bit more about Twitter and you are definitely going to be a good copywriter. So that is all about Twitter. We have covered YouTube thumbnails, Facebook and Twitter. And I hope this video was helpful and I will see you in the next section. 17. Google Ads: Hi, guys. Welcome back to this new section. And in this new section, we'll be taking a look at Google Ads and Facebook ads. Now, before going into the video, if you haven't watched the section of websites and SEOs, I would recommend you to go and watch it because watching that section would give a better idea of what Google AdWords are. So that is a prerequisite you should have before watching this video. You have to go and watch that video of websites and SEOs. Now, for those of you who have watched that video, let's go into the video. And as you can see, this is how you run Google Ads. So you run Google Ads on Google AdWords. So this is the very first thing that you have to know. Google ads are run on Google AdWords. So the digital marketers use Google AdWords to run advertisements on Google. So now to get a clear picture of Google Ads, I think it is better to differentiate between search engine optimization and running a Google Ad. So if you take the case of search engine optimization, what we are doing is that we are optimizing our website or web page in order to rank at the top of Google. But the problem with search engine optimization is that it consumes a huge amount of time and also it requires a huge amount of work. So for those people who have a website and who doesn't want to work a lot or have to wait for a long time, they use Google ads so that they can pay and be at the top of Google. So what they do is that they use Google AdWords. They select the keywords. So the price for running ads change from keywords to keywords, and after that, they run the advertisement. So when they run the advertisement, and when someone search that particular keyword for which they paid for, their advertisement would be at the top of the Google search. So that is the benefit of using Google AdWords instead of doing all the hard work of search engine optimization can pay to be at the top of the search engine, and that is Google. And now if you look at the screen, I think we discuss these types of keywords in the search engine optimization section. So there are three types of keyword, the head, the body, and the tail. So the head are the keywords with just one word, and the body are the keywords with two words, and the tail can have any number of words. So if you recall the search engine optimization section, I had told that it is very hard to rank for the head keywords, but it is very easier to rank for the tail keywords. And the body type of keywords are the mildly difficult ones. So why are the head type of keywords hard to rank for a search engine optimization? There's a lot of top companies and a lot of competitors would be trying to rank for that head type of keywords. So if you're a beginner, you would be trying to rank for the tail, and slowly you would be going to body, and then later with time, you would be progressing to head. So that is the case of a search engine optimization. But in the case of a Google advert, what is going to happen is that you would have to pay more for the head type of keywords and a bit lesser for the body type of keywords, and you would have to pay the least for the tail type of keywords. So there would be competition in the Google Adwords, too, and the head type of keywords would be very costly to pay for. So this is the basic framework of Google adverts. I just wanted you to know the framework of the Google AdWords. Well, you don't actually have to worry about the cost and all those kind of things. Those are the works of a digital marketer who is doing the search engine optimization or the person who is running the Google AdWords. Now, as you can see on the screen, I went to Google and I searched for designing courses. So the keyword is designing courses. And this is the first ad that came and if you can see at the top, I've marked the ad symbol. So that is how you differentiate a normal site from the advertisement. And as you can see, the title reads, design classes online, start learning for free, skill share. So skill share is the name of this company. And in the Snippet you can read explore Illustration, design, photography, animation, productivity, and more. One month free, get started for free, learn, grow, and improve your skills with unlimited access. That was the snippet and the title of this advertisement. So as a copywriter, what our main focus should be is on the title and also on the snippet. And the designing part, the running the ad part, and all those kind of things. That is not our concern. That is the concern of the person who is running the ad. That is the digital marketer. So that is the concern of the digital marketer. We just have to provide a quality headline and Snippet. So that is all about Google AdWords. And in the next video, we'll be looking into Facebook ads, and I will see you over there. 18. Facebook Ads: Guys, welcome back. In the last video, we saw how to use copyrting in Google Ads. And in this video, we'll take a look at copywriting in Facebook ads. Now, before going into the video, we have to take a look at few things. The first thing is that Facebook ads are run on Facebook Ads manager. The second thing which you have to notice that the ads run on Facebook Ads Manager are not shown just only on Facebook. They are also shown on Instagram because Facebook is the parent company of Instagram. So I think you have to keep these two things at the back of your head, and I'm not going to teach you how to use the Facebook Ads manager because I can do a whole different course on that since this is a copywriting course, I hope we'll stick onto just the copywriting part of the Facebook ads. So I hope this video would give you an idea of how to write Facebook advertisements. So let's go and take a look at how the Facebook advertisement works. And now, if you look at the screen, you can see this is the formula to write a Facebook advertisements. So Facebook ads is equal to 30% of words and 70% of background. So what you have to note is that we have only limited amount of words, and most of the focus goes to the background. So you have to focus more on the background. You have to try to create a wonderful picture. If you can't create one, you have to try to find a wonderful picture to put in your Facebook advertisement. So 30% votes and 70% of the background. And if you ask me whether it is compulsory to use 30% words and 70% background, well, what I can say is that I used to run Facebook ads, and at the moment, I haven't run Facebook ads in a while. So in the time when I used to run Facebook ads, after creating your Facebook advertisement, after setting up your budget and all those kind of things, you have to submit to your Facebook ad, and they used to even check whether there were 30% words and 70% background. And if it was the other way around, they wouldn't approve the advertisement. I don't know whether that policy of Facebook advertisement has changed, but I would always recommend you to stick to this format because this format works the best for Facebook advertisement. Now, moving on, let me give you a live example of my story. So I was an intern at a company called Trans Ocean Education Services, and the CEO of that company asked me to create a Facebook advertisement, so I had to design the ad. Since it was the very first time that I was about to design a Facebook advertisement or I was about to run a Facebook advertisement, I didn't know what to do. So I had to do a little research, and I found this 70% plus 30% formula. So I told the CEO that only 30% of the votes are allowed, and 70% of it should be the background. So the CEO told me that he will give me the copy. So the copy wasn't written by me, but the design was made by me. So since the company was an education services, I had to create an advertisement for the Enrons exams to colleges. So since it was my very first experience of creating a Facebook advertisement, what I did was I went and searched for my commentators so that I would get an idea of how to create a new Facebook advertisement. And if you look at the screen, this is how my commentators created the advertisement. So there are two advertisements of my commentators, and if you look at the screen, both have wonderful images, and 30% of it are covered with words. So on the left side, you can see that it says stay home, plan ahead on After plus two options. And at the bottom, you can see with our futuristic undergraduate programs, BC, BBA, B A, BMS, and BS and on the right side, you can see neat recorded videos with interactive classes on weekends, and you can see the enroll now, and just at the bottom, you can see up to 40% off. I think we discussed this 40% of in the action part of the IDA formula. So it would drive people to enroll your course. So that is also a wonderful tactic run by this ad. Now, after analyzing these two ads, I created my own ad, and if you look at the screen, this is my ad looked like. I'm not sure whether this is better than the others. Probably the other one was better, but I would always try to make my post better than the others. Always aim for the moon. If you miss, you might hit a star. So that is what you have to do in the field of copywriting. It doesn't matter whether you fail to be better, always try to be better. And if you give your best shot, then it doesn't matter. So if you look at the screen, you can see stay home, stay safe, study from the best. And at the bottom, you can see in the premier integrated courses for JEE and Net, first batch begins on 27th July and on the right side, you can see apply now. Now this is the way to create a Facebook advertisement, always focus on bringing a good background, and the words don't matter as much as the background you bring in. So another point which you have to note that copywriting isn't always about the words you put in. It is on how you put these words and also on how you present a particular idea. So the images also are a part of copywriting. The background is also a part of the copywriting. So I hope you understand that point that words are in the only part of copyright. A lot of people who are beginners on writing Facebook advertisement asked me, How do you find the cometaors? Now, that is such a wonderful question. So let us take an example. Imagine that I'm running a watch company and imagine that I want to sell watches. So I want to find the ads that our competitors are producing. So what I would do is I would go to Google and I would search for best watch brands. And after searching on the Google Search, what I would do is that I would go to Facebook or I would go to Instagram. So after searching that Google search, I went to Instagram, and the very first thing was I saw the advertisement of this watch. This is how the algorithm of Facebook advertisement or Facebook ads manager works. Whatever you search for, you get the advertisement related to those kind of things. So search for something and you get the advertisement of that. So that is how you search for commentators. And in this advertisement, you can see they have only used images. So this is such a wonderful image. This would tend to make me buy this watch. And what they did was they put the words in the caption. And on the right side, you can see on the caption they have written, experience a smarter future with our smart watches and enjoy the next level listening experience with our top notch two wireless earphones. Make a statement with crossbeats. So that is how you find your competitors. And if you keep on using Facebook or Instagram, you're going to see more of these kind of ads on watches. And what I would recommend to you is that finally stand of these advertisement of your competitors and try to outbet them. That is how you do competitor analysis, and that is how you should work on being the best in your niche. So I hope that this video on Facebook advertisement would help you in the future, if you are trying to get more into Facebook Ads manager or if you are trying to run Facebook ads, and that is the end of this video and the end of this section, I will see you in the next section. 19. READ: Hi guys, welcome back to the course again. Now if you look at the table of contents, you can see that we have almost completed all of the major topics of this course. In this section, I will be giving you a few tips on how to improve your copywriting skills. The first tip to improve your copywriting skills is to read lots and lots of books. You might ask me. Are there any reasons that reading is connected with in brewing your copywriting skills? Well, there are three main reasons for me to say that reading improves your copywriting skills. And the first reason is that reading improves your vocabulary. So imagine a sentence or a phrase which you can see on the screen. And the phrase is a feeling of anger because you have been forced to accept something that you do not like. Well, that is a very common feeling that human beings have a feeling of anger because somebody has forced you to accept something that you do not like. This feeling is inside my head, but when it comes to putting it into words, I can't find the right words. Now, did you know that I can use the word recent men instead of this long phrase. Yes, recent men means a feeling of anger because you have been forced to accept something that you do not like. Wow, So by reading lots and lots of books, I can improve my vocabulary. And this means that the right words at the right time will come and find you when you need it. That is the first reason why I would ask you to read lots and lots of book reading improves your vocabulary skills and which in turn helps you to improve your copywriting skills. Now the second reason I would ask you to read books is because reading improves your articulation skills. Now to demonstrate this idea, imagine I took a story and I gave two famous others the same story. Guess what? They are going to present the same story in two different ways, because different people articulate the same story in different ways. One might be really good, one might be really bad. So most of the times, articulation plays a crucial role in expressing a wonderful idea. And I hope you understood the importance of articulation. Now, moving on to the third reason, you can see that books are greater than movies. Now, why I would say this is because now you might have heard a lot of people say that the same story which was in the book, when converted to a movie, it becomes crash. This happens because of two main reasons. The first reason is that in a book you don't have issues, but in a movie you have issues. When you don't have visuals, you are being forced to imagine what is going on in the book. This in fact improves your imaginative skills and it also improves your creative thoughts. And this in fact, would improve your copywriting skills. But in a movie you're already being presented out the visuals. So there is no scope for improving your imaginative skills or your creative skills. That is one reason why books are better than movies for improving your copywriting skills. And the second reason is that movies have time-frame, whereas books don't have timeframe. A movie might have a timeframe of say, two hours or three hours. But in a book, you can read a book in one day, maybe weeks, or you can take months or maybe years. That's all up to you. There is a time-frame issue and also there is wishful issue that is coming into the picture. So these are the two main reasons why I would recommend you to read lots and lots of books instead of watching more movies. I hope these tips help you. I hope you would implement it in your life so that it would improve your copywriting skills. And that is end of this video, and I will see you in the next video. 20. WRITE: Hi guys. Welcome back to the video. And in this video I'll be giving you another tip to improve your copywriting skills. Now in the last video, we saw that reading improves your copywriting skills. Guess what? There is something that is always juxtaposed with reading and that improves your copywriting skills. Do you know what that is? Yes, that is writing. Writing is always juxtaposed with reading. And writing always improves your copywriting skills more than you read. Now if you asked me Why do writing improves your copywriting skills more than reading? This is because of one main reason. And that one main reason is that when you're reading books, you just read different styles of articulation of different people. One person might articulate his ideas in one way and another person in another way. So you are just reading how different people articulate their ideas. But what we want is we want to articulate our own idea in our own way. Reading gives you an idea of how hot the people articulate, but we actually want our own style of articulation. And to get our own state of articulation, we have to write and we have to write a lot. And if you ask me personally, I would recommend you to write a lot. For example, let me give you a personal story of mine. And if you look at the screen, you can see two emojis. One is before and one is after. This is because of a story that I want to tell you. A story goes like this. What happened was, I was actually writing an e-book for my Instagram page. At the moment, I have around 27 thousand followers for my Instagram page, I was planning to write an e-book, and I started writing one chapter, two, chapter three chapter I almost completed four chapters. Then I left that idea of writing an e-book. This actually happened in a time when I hated reading books. I actually didn't like to read books. I never read books, in fact. So as time progress, what I did was I started reading lots and lots of book. I started reading books on self-help. I started reading books on finance. I started reading books on say, what was it? Yeah, theology. I started reading books on lots and lots of things and all those kinds of stuffs. And what happened was, after minimum's, I thought of completing my ebook and I started from scratch again. So I started writing one chapter two, chapter three chapter. And guess what happened? I took the old version which I wrote, and I took the new version which I wrote, and then I compared it to each other. Guess what the new version was. So, so much better than the old version. This is because reading actually improves your copyrighting skills and also writing also improves your copywriting skills. If I hadn't written that all the e-book, I wouldn't have reached two displays where my new ebook is so much better than the old one. So you have to start writing only then you can start improving your copywriting skills. As one great person has once said, words have the power to make bad ideas look good and good ideas look bad. That great person is me, myself. And I'm going to put my name next to this quote because I don't want to give credits to anyone else. And I hope you will start writing and reading and practicing copywriting. Now that's all for this video and I will see you in the next video. 21. Brainstorm & Criticism: Hi guys, welcome back. In this video, I will be giving you the third tip to improve your copywriting skills. And the third tip is to brainstorm and take in criticisms. There are two parts to this. The first part is the brainstorming part, and I'm going to talk about that at the moment. In the brainstorming part, we have two things. The first thing is accommodated analysis. By accommodator analysis, what I mean is that you have to find out the top copies in the niche. Say you have ten top headings and you are going to write a copy on the same heading. What do you have to do is that you have to compare all of these and you have to make a copy or you have to write a heading which is better than all of these ten competitors of yours. I had shown an example in one of the previous sections in this video. And if you haven't seen go to the accommodator analysis video and watch it again. The next one is considering all the possibilities and choosing the best. Now what do you shouldn't do is that you shouldn't just write something that just pops up in your mind. What do you have to do is that you have to consider all the possible outcomes. Say you want to write a heading. So write down ten headings that comes in your mind and take the best from that. Now if you look at the screen, this is a design which my friend made for me. So I had to give them the copy or whatever has to be written on this. So my first course was on Instagram marketing, on how to grow your Instagram account and how to make money out of it. I had lots of headings for this poster. And in the end I narrowed it down to 21 was the title of the course that was Instagram marketing account growth and monetization. And the second one was want to know how to grow and monetize your Instagram account. So I'm asking you a question right over there. So I was actually confused between these two headings. And I finally chose something that is not the title of the course. And I wanted it to sound like something that is reaching the audience. And I believe that this CAPI did work. A lot of people did enroll in my First scores. That is the Instagram marketing, account growth and monetization. So that is an example of considering all the possible outcomes that comes in your mind and choosing the best. Now let's move on to the criticism part. So the first thing that is coming in the criticism part is to ask for opinions. Don't always think that your copy is going to be the best people are going to love it. Always try to be open and always tried to take criticism from people. But there are certain kinds of people that you shouldn't take criticism from. So as you can see on the screen, don't take criticism from people you wouldn't take advice from. There are people in our lives from whom we'd ask advice from. Just go to those kind of people and ask for criticisms. Take criticism from those kind of people. That would always end up bringing a good copywriter hidden inside you. Now the second part of taking criticism are the negative reviews. Okay, Now imagine that I'm selling a product online and someone in the comments or in the review section rated a one-star or maybe do start off maybe a three-star. And after giving a one star or two stars or three stars, that person has reviewed our written a comment saying that this product is the worst product I've ever seen. This is not good, etc, etc, and all those kinds of things. What do you have to do is that you have to take advantage of those criticisms. How to take advantage of those criticism? So the first thing is you have to improve our, you have to actually check whether that review is true. You have to check whether people like this product or if say there is a complaint to that product or something like that. And the second part of taking advantage is that what do you have to do is that you have to reply to those reviews. You have to say, Sorry, you have done so and so to improve your experience, etc, etc. So you have to actually reply to those kind of negative reviews in a polite manner and innovate that you have taken those review seriously. What happens is that when someone new comes up and someone reviews your product and when they see this negative review, they will also see that you are concerned with they are reviews and you are actually giving a place for your customers and you're actually trying to improve your product by taking n criticisms. This is also a positive advantage and people are actually going to see this reviews and your replies. So that is how you take advantage of negative criticisms. You have to improve from those criticisms and you have to reply back to those negative reviews. So these are the two ways to take criticisms and respond to criticisms. I hope these two things would help you. And I hope you will implement these tips in your life. And I will see you in the next video. 22. Follow the Best: Hi guys, welcome back. In this video, I'll be giving you the fourth and the final tip to improve your copywriting skills. And the final tip is to follow the best. Now what do I mean by following the best? So actually what I'm trying to say is that if you are a copywriter or if you are a designer or whatever, your niches, find the top five to ten people of your niche and start following them on social media, whether it'd be Instagram, whether it be Twitter, Facebook, YouTube, or Quora, or any space that you can find or which you are comfortable in using daily, which you use daily. What actually happens when you follow them is that you get to see their skills daily. And when you follow them daily, you are going to get an impression on how to write good copies. Well, this actually is a really good strategy. You are going to see how people good copies and that is going to get into your heart without your knowledge. This actually works for everything and anything in our lives. For example, take the case of football. If you want to play football, you actually have to see how great players play. So you get an idea of what to do in certain situations and all those kind of things. So following the best is really important even in the case of designing. If you're a beginner, if you don't know how to design, you start following the top icons of your niche. And if I start following top designers, I'm going to get an idea of how to design this. The same applies for copywriting. I will get an idea of how to write a copy. So I hope that this video made some sense to you and I hope that you will start following the top accounts of your niche, whether it be copywriting, designing, or anything else in your life. Now that is the end of this course, and in the next video I'll be showing you how to download your certificates for this course.