Transcripts
1. Introduction: In this short and snappy course, you'll learn how to read with interesting headlines
and body copy. Learn why salt being rigorous are preferable
over blocky texts. Why you should always keep the person's needs in mind
whenever you write copy. And why punctuation and
grammar is not needed. When it comes to copyrighting? Don't one question
you should always ask yourself when
sitting down to write and why every word is an emotional outpouring
of feeling and emotion. So without further ado, let's dig in and I
hope you'll enjoy it as much as I was creating it.
2. Role Reversal: Why do I write about for
this client was when I use a tone that's set the
formal or conversational. I heard stories are
vital or in writing copy or soon I use
scare tactics, limited time, offer,
scar city or whatever. Stop, stop. Stop. Going in with this approach will make your copy
sound self-centered. What can I get from this client? And greedy? No. Years the approach you
would take instead before sitting down or standing or
to write any piece of copy, whether that's an email, a landing page, or a blog post. You should always ask
yourself this question. How can I help disclaimed? Let's see if they go. That's it. Nothing more. Nothing less. Asking yourself this question. Before writing any copy. While ERP with denominator
is exactly what to write in every single
time guaranteed. Let me show you what I
mean with an example. See you in the business of
helping entrepreneurs with hiring the right employees in softening out
all the bad apples. They can put densely
costume your business. Are you going to write in a dense and grabbing headline or even write the
content of the email. Let's have a look at
that for a moment. Let's say you're writing an
email to introduce a webinar. You always think in
the coming days and you would like your
client to attend. Well, a bad way to start
the email is what? A headline like this. Gums on my webinar to learn
how to hire the right people. First of all, That's one
heck of a boring headline. And your open and
click-through rate with well being mediocre at best. Take a look at this
headline example. Does webinar will teach
you how to hire right from the start and leave your competitors
with the headaches. The first half of the
headline promises a result, while the second half promises to keep their reputation intact. In both densely saved
him lots of dollars. In keeping with a
headline strategy. You'll want to also
make the body of your e-mail copy. Intriguing. And attention grabbing. This is how you would
start your e-mail copy. This method of recruiting new employees will make
your fault and della, when it comes to adding new
employees to your business. Armed with this new
method in your toolbox, you will be able
to find employees that will make
your business more profitable and more sustainable. Do away what Repeat
firing and hiring. But most important of all, avoid hiring bad apples. That not only can be
costly, but costume. Your entire business, buys
a clearing your seat. You can rest assured that your business will
thrive for decades. To come. Click here now to
book your seed. Then you see how the body
text of the e-mail draws in the reader by
catering to their needs. Any helping them
reach their goals. They have no choice
but to continue reading and comply
with the request. So always do this role
reversal and your copy. We'll knock it out of the
park every single time.
3. Strategy First, Words Second: Let's do a quick experiment. See you in your buddies
decide to go to the park and take a
break from your studies. There's three of you. It's you and your friends. As you sit in dog meets other various sex ago called
one of you all's eyes. Any alerts all of you to look. And as you look, a lot of desire and excitement
flowing through your body. And one of you makes
it bad that you can get a number in two seconds. He approaches, are in the
conversation, goes like this. What Omar? Six ago. Oh, hi, buddy one. What are you doing with
your sexy Cl six ago? Nothing much. Just taking a quick
dog, Buddy one. Well, before you run away,
can I get your number? Sexy go No, thank you. I have a boyfriend. Listen, I have to go now. I'm going to be late
for my meeting. By the one I I guess I see you around in
five-minutes bears. And well, you guessed
it failed miserably. The second one also
takes his buddy to yell, wait, while we're
running out of my life. Cx ago. I'm not I don't even know. You buddy to you like
jogging, sexy go. Yes. It gives me foot in. You need to know. I don't like jogging, sexy. Go Listen. I don't like to talk
when I'm running. So by buddy to wait, wait. I want to ask you something. Sexy girl. Can't talk. I have to go. Sorry. Another one got sucked down. But you you a gift. Which sexy girls? Yes. Your approach, you running
until you are beside her. Once you running next to
her for a few seconds, you'll look at the insane. Hi, I am leaping. What's your name? Sexy. Go. Hi, I'm Jennifer. Nice to meet you, Nathan. You likewise, I see alls wave the equal opportunity for
foreign students wristband. I'm part of the
group to look here. Is mine. Sexy go. Oh wow. What a coincidence. Wendy did join you
about two years ago. Sex ago. I joined about a year ago. You well, then we
have a lot to talk about sensory and so much
in common safety goal. Indeed, the only thing
is there's an openly, for new foreign students. I really want to go,
but it's unclear. Grove City, which is
about 600 miles away. So let's just ugly. It won't be possible. You That's no problem. I have my own car and it will
only be my blazer to go. What do you do that
openly? Sexy go. Really? You would do it for me. You, it's no problem. It will only be my
pleasure to go. What do you do the
open day then? I'll see you the sex ago. No, wait. Let me give you my number so we can
keep in contact. Oh, I would love to meet up with you so that we can
exchange ideas on how to make the
equal opportunity for foreign students movement
more effective and impactful. You. Absolutely. Let's do it. Sex ago. Great. Gone to wait. By you. By the first one's approach. False flipped in
an instant evening even introduce himself for debt. Instead of getting a
number into seconds, you got sucked
down into seconds. And deservedly so because he was only out
for its own needs. Ego and CZ boring pick-up
lines or whatever there is. The second one has the
same boring approach. And for that, you got
shrugged off even quicker for catering
to his own needs. But your approach
was like a 12 punch, impossible to avoid,
and too strong to deny. You keep things in
their natural order. You introduced
yourself focused in state prison by noticing the recipient topic to
start the conversation. And from day the conversation
directed itself. But there wasn't one more thing. You did edit end
of the Cornwell. You'd summed a few
steps ahead by saying, then I'll see you in the sense that when the conversation
was getting interesting, it failed to her that no, I didn't want the
Cornwell India. So see felt compelled to give you a number without
you asking for it. Not only because you
belong to the same group, but because you seem
like an interesting guy, C would like to get
to know better. And that boys and girls are
the power of always putting the person you're writing to or dogging to front and center, making them the
center of attention. Well, and saw the
odds are stacked in your favor every single time. And by helping them get
a couple of steps ahead. Use a key on yourself. Then x Duany, the success
you serve your clients with. Always. Keep this
question in your mind. How can I help them
accomplish their goals? Write it on your forehead, put it as a screensaver
on your laptop screen, set it as an automatic
e-mail to yourself. What ever you, right? Don't forget why
you're writing it. But most importantly,
don't forget to have that
strategy down a bit.
4. The Slippery Slide: Think of it as a
slider at a buck. You wiggle here, we'll day and gravity takes over
and you start slide. Now, imagine a roller
coaster with nature's. You start at a decent pace. By the, once it gets going, you're off to the races, now relieves the nitriles. And the excitement and adrenaline are like an
out-of-body experience. You can't help but supplement
to the force of speed. At that point. There's no turning back. The only time you can hop off
is when the ride is over. But even then, the effect of the write still runs
rampant through your body. All you can do is
let it take over for awhile and let it slowly
phase out your copy. So always mirror
the example above. It should arouse the readers
curiosity and excitement. What an enticing headline
that will leave them no choice but to walk over
and read the whole email, newsletter or whatever
you're writing skills of sodium and one of the greatest
copywriters of all time, preach about this in his book, Advertising Secrets
of the written word eases the purpose of the headline is to get you to read the first
sentence of your copy. And the purpose of the
first sentence is to get you to read the second
sentence and the third, the fourth, the fifth, etc. Let's look at an example. Let's say we meet
at the dealership. I'm the salesman. Any order but Denzel customer. I've seen looking at a few cars. But the one thing I noticed
is that you will keep on returning to one
particular vehicle. I approach you and
introduce myself. Me. Hi, I see this particular
vehicle go to your interests. You yes. And it's my favorite color, me. You know what? There's
the same color on the Ferrari Formula One cars. I got this from the
hat he was wearing. This is the second time
you wanted visiting. The deal is you? Oh, yay. Me. Yes. It comes standard
with the vehicle that this drive is
complimentary as well. Also, knowing that this vehicle
has the same coating of paint esteem Ferrari will make you feel like
you're dragging one of the F1 vehicles. Every time you put
your foot on the gas. You wow. You're really speaking
to me right now. I'm a die-hard fan of everyone. Me really wouldn't even know. I knew this from the start. You with this information
you disclose right now, where do I sign me? Come right this way. You saw let's go. Let's look at how the master, those of Superman boots it. Every element must be so compelling that you find yourself falling down
a slippery slide, unable to stop until
you reach the end. So there you even dance, get them on the slide
and buried it in oil. Nc or conversions
go up to x five x.
5. Paragraphs 1-2 sentences long: Your sentences shouldn't be
sought for these reasons. It's easy to digest. It doesn't seem daunting, and it's easy on the eyes. Breaking up your
text like this will also help with the
flow of your methods. Your eyes won't get lost, and it will just move swiftly
over to the next sentence. It says, try reading this
blocky texts one after another. The reason I hate
reading this IS streaming paragraph is
because it's too bulky. My eyes keep on scoping a few sentences in so I can
follow along pleasantly. It seems never ending in so as, as a W2 doesn't read it
and get it over with. I can't believe
there's another five of these awaiting for
me. After this one. Again, it says stop already. I'm only getting bored
because it doesn't seem like the information I'm reading again be retained in my brain. I always, I can get finished
with this daunting D, this paragraph so that I can go read something
else that's easy to digest, snappy and easy to remember because this paragraph is
seriously getting on my nerves. Read now. In fact, I'm not
even going to read any further about that. As we can see from
the example above. Writing lean, clean,
sword enlight, the sentences will always stand
in favor of your readers. Because now, in keeping with
catering to their needs, you can almost guarantee
whatever you're writing will be read
from start to finish. No problem. So no long-winded than
Denzel and meandering here. Okay.
6. Lead with Emotion, Not Logic: Emotion is a major
compliance trigger. If you can persuade
somebody to take a particular x and by present
day emotional buttons, you will have them under
your control, like a puppet. Supplementing. Do
your, every demand is the approach you take of not talking about the
product or the service, but infusing emotion in DO proposition that's much
more potent and impactful. You need to remember these three points when
writing with emotion. Every word and sentence is
a declaration of emotion. Every ed e is an
outpouring of emotion, feeling and embracing
lead with emotion. In SAS, define what logic. Let's look at a few words
in see what these words, the farmer, doctor
and street sweeper. The farmer might invoke
a sense of hardworking. Person. Doctor comes across as
trustworthy and authoritative. Street sweeper, going
to veins the feeling of under its Eva
and inferiority. Think of the words in
an apology letter. You're going to pick your
words very carefully so as to not upset the person you're
writing to any further. No. You will include words
like sorry, regret, love, and sincere in an effort to persuade the
person into forgiveness. Another quick example can be buying a Mercedes
Benz or a Toyota. There's virtually nothing
out of this world. In bold cars. It comes with four wheels, steering wheel, and a gas pedal. The only difference between the two is their perceived value. The Mercedes Benz comes
across as expensive. Luxury is an elite. While the Yoda screams cheap, style deprived,
and lack of taste. Whether when it comes to once, either of the two, It's strictly comes down to what you want to
be perceived as. Do you want to be perceived as belonging to an elite
group of people? Then pick the Mercedes. If you want an economical
daily driver that will get you from point a to
B, then pick the Toyota. As you can see, leading with emotion in selling the concept is the way forward in your
copywriting career. Always remember this cell, the concept, never the
product or the service.
7. Storytelling Is Your Trump Card: Now, I'm not saying
you have to be the next JK Rowling
or Stephen King. Know? What I'm saying is
you need to connect irrelevant story or event to
the copy you are writing. C, you are writing an e-mail selling bookkeeping
software way. This is the kind of story you
can infuse into your copy. Center, is a budding
entrepreneur. Ces, a goal getting
hard working person. But there's one
important aspect of a business that needs
the same dedication. Focus in k. That is, getting our businesses books and finances in order doing so, ClF, a sustainable business
in the field, is not that she doesn't
want to get a booklet or the C doesn't have the time
to put that same goal, getting hardworking spirit into this crucial component
of operation. By the one day, while scrolling
through social media, she came across a link that
sells bookkeeping services. This is where you come in by taking center through
any emotional trip, by pointing out how
the software you're selling guinea Albert herb
business stay in operation, sustainable and profitable
for many years to come. Let's look at another example. Why do you think
Coca-Cola doesn't sell gold rings in
its advertisements? That in the end, it's always about happiness,
togetherness, and family. And never about
drink and queens. It's because apart from the magic ingredient in
the Coca-Cola drinks, There's really nothing
spectacular about their drink. It can queens your thirst. Just like any other
brand of cool drink? Again. No. Because the aim is not
to sell gold rings, but paint a pizza or family. Joy and excitement in selling the concept and eating all
the emotional triggers. Selling is a walk in the park. People will remember a story or an event more than a
product or a service. So always use stories
to entertain, inform, or invoke
excitement with your copy.
8. No More Writer’s Block: Staring at a blank
beats can really put a damper on your
creativity is a copywriter. I mean, we enter you
even start what angle? So they take you can very quickly go down this
rabbit hole of are you even capable of making this
could be a success? No. The best way I found
to be much more effective is to
just start writing. Yes. So start the writing. It doesn't matter how the words or sentences
follow from your brain. As long as you're gonna
get something down on paper or the screen,
You're good to go. Drank the right,
a polished draft. The first time will be
extremely difficult.
9. Write In 5th Grade English: You need to always write as if you're
talking to a friend. Keep it going. Keep it simple. No high level English. And focus on the purpose
of the copy, your writing. We teach to buy a product, subscribe to a newsletter, or tune in to a webinar
loans and soon, That's it. You're only using English as a vehicle to get
your message across. Remember the previous step then. Don't care about
whether it's a Ferrari, Mercedes Benz, or Lamborghini. Get the four wheels, a steering wheel in a gas pedal, and deliver your message. Dead brings us to this. Please, please, please
don't write like this. Darling. Would you kindly provide me with a blank
while doing that? A deprived of mug cup of
tea would be in order. Make so do so because I added two cookies will also
be in order. Thank you. So always a right leg
you're talking to a friend. Keep it understandable.
Gabe, it funny. Not funny them in cell the
heck out of your company.
10. Commitment & Consistency: There's a saying
that goes like this. Motivation gets you started. Habit, keeps you going. We all know there's
a lot of people with amazing talents that's born to do the things they are doing. Whether that's singing, acting, or Denzin, they do
it so flawlessly. You will think they
just get up from bed in the morning, ready to go. But that's another case. Far from it actually. Know they know what
they're dealing is and can't see themselves
doing something else for a living
within their lives. The motivation, they realized
it's opening up that the island in staying
desirable in the graft, they need to come
and stay consistent. Let's look at an
example real quick. See you want to quit smoking? Well, telling herself and everyone around you
won't do you any good. You need something
substantial and effective way to do it is to put
your name on it. What do I mean by this? Well, ERDs, Let's say you're fighting for a cause
about free food for all. Writing up a petition
and collecting signatures is a very effective
way to keep you committed. Because putting down
your signature, you reinforce your commitment and all your actions
will stay consistent. Do defend that end because no one wants to be seen as
a liar and inconsistent. Let's go back. Did a quitting smoking, but one of the best ways to
go about it is to write, I'm going to quit smoking on account the size of
a business card. By doing this, you constantly
tell people to hold you accountable for
trying to quit smoking. Give these cards,
do your coworkers, your husband or your
boyfriend, friends and family. Your coworkers will hold a sort of unique
because these are the people you want to always embrace and approving
them, right? You wouldn't be able to sell your breakfast at work, William. So giving them the
cards will ensure you stay on course
and follow through. You can use the same example
above in your copywriting. Says remember why you want
to become a copywriter? Dead mode. The reason might
be to make a lot of money. With your copy skills. Be more confident in
your negotiations, or be more persuasive
in business. Whatever the motivation
and reason is, it will keep you going
in, stay consistent. Whether that is to just
write more every day, listen to copywriting
in marketing, podcast, YouTube videos, or sharpen
your skill and graft. Do it. Because it will make you a
well-rounded and extremely skilled copyrighted
that will leave your peers in all
of your brilliance.
11. Practice, Practice, Practice: You can have the
world's best talent. But if you don't give it
that consistent stimulation, well, then you can call it the world's best
talent gain you. Because if you want
to become good or even master anything, whether that is being
the best soccer player or a world-renowned
business man or woman, you would need to get
behind and put in the work. Because only with
practice and x and n submerging yourself in
whatever you want to master. These three words
will get you there. Practice, practice, practice. Not a waste to become. Or maybe one day I will. Or when, IF time. Now, if you really want
something desperately, you will do anything
in your power to get it in your possession. Bruce Lee, one of the greatest martial artist
of all time, once said this. I do not fear the man that
breakfast 10 thousand gigs, but I feel the man that has practiced one kick
10 thousand times. So there you have it. Straight from the
master himself. Breakfast indeed makes perfect.
12. The Halo Effect: All of us and the arrows, when we were growing up, some of us admire
firefighters and are cool. They look some of our
admired celebrities because they looked
intelligent, rich, and famous. The idea of that in our heads, whether that's the cool factor
or the celebrity status, made us turn a blind eye to all the other features of the person that might not
be as great or terrible. I'll focus was
only on one thing. And that one thing is going from Mason that that is the
correct thing to do. The phrase halo effect
is defined as follows. The halo effect is
the tendency for positive impressions of a
person, brand, company, or product in one
area to positively influence one's opinions or
feelings in other areas. Let's look at a few examples
of the halo effect. Let's start with the
good old testimonials. What influenced are
seeing a few people on video or in an
advertisement AF on EU, when they sing the praises of a particular
product or service, they had a positive
experience with. It makes you want to choose that product over the
next, doesn't it? It sort of makes you want to jump on the bandwagon
in an instant. Because hey, 50 people
can be all wrong. Candy in the halo effect
is in full effect. Doing the deciding
on your behalf. Positive reviews online or in an advertisement is also very effective in deciding
on your behalf. Or authority is another one. What goes through
your mind when you think of or see a doctor? Use intelligence. Smarts in high
expertise, don't do. Nobody needs to persuade
you that that's the case. Because you just know off
the top of your head that that's a figure of
alternative toughness years. A list of a few more
halo effect tools. You can put in your
copywriting arsenal. Credibility, scarcity,
limited time, offer, inclusivity,
and need to belong.
13. Call To Action: This is where everything
you write comes down to. It all culminates right ear. If you did an amazing
job with how you crafted your e-mail sales leader or
whatever your purpose was for this piece of copy that bind now or subscribe button
should be red-hot by now. Because every word
and sentence you wrote pseudo struck
and emotional code with your reader
in such a way that their mouse pointer wasn't drawn like a magnet to the buy. Now button. Make sure you put at least two calls to x and in the middle and near
the end of your copy. Also, like the button
big and prominent. You don't want to read
the search for the thing. Doesn't make it
visible enough so that it would be easy to find. Because one thing you
don't want to do is write this amazing piece of copy and no one subscribes
or buys from you. Remember, to put at least
two calls to action. And you should be good to go.
14. Class Project: For the class project, I want you to write a sort 400 word piece of copy selling any product
or service of your choice. You can make something
up if you want. Just keep all the strategies we've learned in the scores in mind when writing
this sort copy. So think of any product or service or make something up in write a sword
for another word, sales copy, selling a product
or service. And that's it.
15. Conclusion: Dead seed dance. I told you it was going
to be short and snappy. I hope you learned some
tricks you can use in your copy and keep on your journey of
perfecting your craft. Remember, always be a lifelong
student and exercise, they're cooperating
muscle day, we have it. And I'll see you
in the next one.
Lorenzo R., Copy Strategist
