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155 YEARS of Copywriting Insights under 15 MINUTES
Sharing my learnings of copywriting which I learnt in UDEMY video course
|| MEGA THREAD ||
Sharing my learnings of copywriting which I learnt in UDEMY video course
|| MEGA THREAD ||
1. Introduction
2. Philosophy
3. Headline
4. Body Copy
5. Technical
6. Conclusion
1. INTRODUCTION
Copywriting is the best-kept business secret
because it is very underrated.
2. Philosophy
3. Headline
4. Body Copy
5. Technical
6. Conclusion
1. INTRODUCTION
Copywriting is the best-kept business secret
because it is very underrated.
In simple words, Copywriting is salesmanship in Print.
Using words to sell
Example: Email, billboard, landing page etc
It is a Writing that is designed to make someone action
Using words to sell
Example: Email, billboard, landing page etc
It is a Writing that is designed to make someone action
Why you should learn copywriting?
You can apply anywhere
- Helps you develop a customer-centric mindset
- Deliver your best pitch thousands of people at the same time
- There is a huge demand for copywriting skills
You will see copywriting everywhere
You can apply anywhere
- Helps you develop a customer-centric mindset
- Deliver your best pitch thousands of people at the same time
- There is a huge demand for copywriting skills
You will see copywriting everywhere
2. Philosophy
2a. Focus on Them:
- People care about them, not you.
- No one cares about you
- They care about what you can do for them
2a. Focus on Them:
- People care about them, not you.
- No one cares about you
- They care about what you can do for them
2b. Are you getting to know your customers?
Assumptions are dangerous
- The only way to know what customers want is to talk to them
- Get to know them by taking Customer Interviews:
- Talk to them
- Do a survey
- Identify their pain points
Assumptions are dangerous
- The only way to know what customers want is to talk to them
- Get to know them by taking Customer Interviews:
- Talk to them
- Do a survey
- Identify their pain points
Donât sell them anything, just listen
Different customers for Multiple perspectives
Different customers for Multiple perspectives
2c. The Secret of Persuasive copy:
Central selling idea(CSI)- Be CLEAR about what you are offering
What is your offer?
If you are not clear about the offer, it is hard for a customer to take action
Offer can be anything, like signing up for email list
Central selling idea(CSI)- Be CLEAR about what you are offering
What is your offer?
If you are not clear about the offer, it is hard for a customer to take action
Offer can be anything, like signing up for email list
Have a clear CSI before what you write
Not Clear:
By signing up for email list, you will learn to write better, think better and have more success
Clear:
Learn how to become a more effective writer by just spending 1 hour daily
Not Clear:
By signing up for email list, you will learn to write better, think better and have more success
Clear:
Learn how to become a more effective writer by just spending 1 hour daily
Focus only ONE message you are communicating to your customer
2d.Are you talking to one person?
- Talk to one Person
- Your writing should speak to one person like I am doing here
- Create a persona and speak directly to them through writing.
- Make it more at a personal level.
2d.Are you talking to one person?
- Talk to one Person
- Your writing should speak to one person like I am doing here
- Create a persona and speak directly to them through writing.
- Make it more at a personal level.
even though your message is reaching thousands of people, the person reading it alone. Make it feel like that
Persona:
Fictional character one who represents the market
2e. Every copywriting piece has one goal
Get the customer to take an action
Persona:
Fictional character one who represents the market
2e. Every copywriting piece has one goal
Get the customer to take an action
One goal:
A single goal in any piece of copy should take action at last
All of your copy should be driven towards that action
2f. The secret of getting readers to take actions
Benefits vs features
Promote benefit instead of features
A single goal in any piece of copy should take action at last
All of your copy should be driven towards that action
2f. The secret of getting readers to take actions
Benefits vs features
Promote benefit instead of features
Features: What product does, physical characteristic
Benefits: How each feature helps your customer to benefit
The customer only cares about benefits, show that
Example:
Watch:
Features: Light leather straps, large numbers, 10-year battery life
Benefits: How each feature helps your customer to benefit
The customer only cares about benefits, show that
Example:
Watch:
Features: Light leather straps, large numbers, 10-year battery life
Benefits:
- Light leather straps make the watch very comfortable
- Large numbers make it easier to read
- 10-year battery life so you never have to worry about changing the batter
Benefits of Product or service makes the lives of the user better
- Light leather straps make the watch very comfortable
- Large numbers make it easier to read
- 10-year battery life so you never have to worry about changing the batter
Benefits of Product or service makes the lives of the user better
2g. A quick way to get your readers to trust you:
Be Honest. Honesty sells
If the customer does not trust you, what you say is pointless
3.HEADLINES
3a.The SECRET of headlines:
Grabs attention and makes them read. It should be effective
Make them read the rest of the article
Be Honest. Honesty sells
If the customer does not trust you, what you say is pointless
3.HEADLINES
3a.The SECRET of headlines:
Grabs attention and makes them read. It should be effective
Make them read the rest of the article
Why it is Important?
- They grab attention
- The sole purpose of the headline is to make readers read the first sentence.
- 5x People read headlines than a paragraph
What makes a good headline?
- The benefit is clearly communicated to the reader
- They grab attention
- The sole purpose of the headline is to make readers read the first sentence.
- 5x People read headlines than a paragraph
What makes a good headline?
- The benefit is clearly communicated to the reader
- The reader is interested and wants to learn more
- Warning: Donât make readers feel tricked
3b. How to write a Powerful Headline?
Lessons from Tested Advertising Methods: (Book)
Three Principles in order of Importance in the headline
- Warning: Donât make readers feel tricked
3b. How to write a Powerful Headline?
Lessons from Tested Advertising Methods: (Book)
Three Principles in order of Importance in the headline
Self Interest:
-What benefit will someone get from your product or service (pain point)
-How long will it take someone to get the benefit
-Talk about what is holding your customer back in success
News:
- Announce in headline
- Everyone loves to be first to experience something
-What benefit will someone get from your product or service (pain point)
-How long will it take someone to get the benefit
-Talk about what is holding your customer back in success
News:
- Announce in headline
- Everyone loves to be first to experience something
Can be new or existing better product
Curiosity:
- Humans are naturally curious
- Can be a great way to get someone to read the first sentence
- Curiosity goes well with self-interest
Include any two in the headline
Curiosity:
- Humans are naturally curious
- Can be a great way to get someone to read the first sentence
- Curiosity goes well with self-interest
Include any two in the headline
3c. Little know ways to write an effective headline:
Be Clear than Clever:
You reader will not give full attention to your copy
If you make them think twice, you will lose them
Focus on Positives:
People donât like to think about negative things
Be Clear than Clever:
You reader will not give full attention to your copy
If you make them think twice, you will lose them
Focus on Positives:
People donât like to think about negative things
Sell the cure than Prevention:
People are more likely to buy something that solves a problem they are having now than to prevent one
We, humans, are lazy to take precaution. In the case of selling, selling the cure works well
3d. How to Come up with Great Headline
People are more likely to buy something that solves a problem they are having now than to prevent one
We, humans, are lazy to take precaution. In the case of selling, selling the cure works well
3d. How to Come up with Great Headline
Practice:
Create a list- Brainstorm 20+ Headlines, do something else to get off mind copywriting.
Next day look at the list and decide the headline
Test if you want:
Test 3-5 Headlines, You may be surprised by the headlines that attract attention
Create a list- Brainstorm 20+ Headlines, do something else to get off mind copywriting.
Next day look at the list and decide the headline
Test if you want:
Test 3-5 Headlines, You may be surprised by the headlines that attract attention
Look at the topic of the books in amazon kindle store for good examples
Good example:
Master Yours Virtual Assistant Business: 24 Step By Step Practical Startup
Guide: Turn Your Skills Into Online Profitable Dream Business. Start Work-From-Home
Good example:
Master Yours Virtual Assistant Business: 24 Step By Step Practical Startup
Guide: Turn Your Skills Into Online Profitable Dream Business. Start Work-From-Home
4. BODY COPY
4a. AIDA makes you more Persuasive
Your New Best Friend
Attention (Usually Headline)
Interest (Why Should Your Customer be Interested)
Desire (Have your customer imagine the benefit)
Action (Tell you the customer what exactly they need to do)
4a. AIDA makes you more Persuasive
Your New Best Friend
Attention (Usually Headline)
Interest (Why Should Your Customer be Interested)
Desire (Have your customer imagine the benefit)
Action (Tell you the customer what exactly they need to do)
Attention:
- What will grab your readerâs Attention
- How will you get your readers to read the first sentence of your copy?
- Does your headline offer a promise of a benefit of your reader?
Interest:
- Why should your customer care about what you are saying?
- What will grab your readerâs Attention
- How will you get your readers to read the first sentence of your copy?
- Does your headline offer a promise of a benefit of your reader?
Interest:
- Why should your customer care about what you are saying?
Capture the Attention of your reader (Identify their problem)
What are you promising to share with your reader?
Desire:
Make it clear what problem you are solving for your customer
Help your reader visualize what their life will be like with your solution
What are you promising to share with your reader?
Desire:
Make it clear what problem you are solving for your customer
Help your reader visualize what their life will be like with your solution
Use emotional copy to really make your reader feel what it is like to overcome their problem (Elephant and man Example, make rational logic to justify)
Action:
Tell your customer exactly what steps they should take next
Explain in great details every single step
Action:
Tell your customer exactly what steps they should take next
Explain in great details every single step
4b. Write more interesting Copy:
Casual Vs Institutional (Academic)
Institutional:
The way we are thought in our school
Make things more complicated then they are
Don't follow what your English teacher taught you
Are you Guilty of using âbigâ words to make us appear smarter?
Casual Vs Institutional (Academic)
Institutional:
The way we are thought in our school
Make things more complicated then they are
Don't follow what your English teacher taught you
Are you Guilty of using âbigâ words to make us appear smarter?
Casual:
You should write as you talk to a friend
Your writing is a conversation with a single person
Use the simplest language possible to get your point
4c. Get Over Writerâs Block
Getting started and edit later
You should write as you talk to a friend
Your writing is a conversation with a single person
Use the simplest language possible to get your point
4c. Get Over Writerâs Block
Getting started and edit later
- âWriterâs Blockâ is common when first starting
- Anytime you start, the white screen can be intimidating
- You don't want to start because you are afraid to write wrong things
"Dance like no one is watching, write like no one is reading"
Get started:
Get something on a page
- Anytime you start, the white screen can be intimidating
- You don't want to start because you are afraid to write wrong things
"Dance like no one is watching, write like no one is reading"
Get started:
Get something on a page
Write the first draft with No Judgement
Write down all of your thoughts, no one is going to read it first except you.
Editing:
- Editing is where the magic happens
- You can rewrite a piece of copy 5-10 Times
- Read out your copy out loud to make sure it flows well
Write down all of your thoughts, no one is going to read it first except you.
Editing:
- Editing is where the magic happens
- You can rewrite a piece of copy 5-10 Times
- Read out your copy out loud to make sure it flows well
4d. How to persuade your reader
Anticipate doubts
No Product is Perfect:
- Almost all product has some flaws
- Avoid the magic pill mental, be honest
- Even if your product is good, your customer will have doubts.
Anticipate doubts
No Product is Perfect:
- Almost all product has some flaws
- Avoid the magic pill mental, be honest
- Even if your product is good, your customer will have doubts.
Your readers have Doubts:
- Donât pretend your product is flawless
- Bringing up flaws/doubts builds trust
- Trust helps you sell the Product (Without trust your words donât sell)
4e. The Secret of readership Paths
Two Readership Paths
- Donât pretend your product is flawless
- Bringing up flaws/doubts builds trust
- Trust helps you sell the Product (Without trust your words donât sell)
4e. The Secret of readership Paths
Two Readership Paths
Quick Readers:
- Donât have time or interest in reading whole copy
- Want to quickly understand your message
- After reading Subheading, they will decide if they want to invest more âTimeâ
- Donât have time or interest in reading whole copy
- Want to quickly understand your message
- After reading Subheading, they will decide if they want to invest more âTimeâ
Long Readers:
- They will read all of your copy
- They will find your copy interesting and helpful
- Are more likely to purchase your product or service
- Write to satisfy both readers, make it easier to read and skim like this post
- They will read all of your copy
- They will find your copy interesting and helpful
- Are more likely to purchase your product or service
- Write to satisfy both readers, make it easier to read and skim like this post
5. TECHNICAL
5a How long a Copy should be?
- No right answer
- Truth is length does not matter
- Important is you cover the essential without including any unnecessary information
5a How long a Copy should be?
- No right answer
- Truth is length does not matter
- Important is you cover the essential without including any unnecessary information
Copy Length
"It is like a womanâs skirt
Long enough to cover the essentials, but short enough to keep it interesting"
Readership falls dramatically in the first 50 words of copy after that readership remains the same for 500-1000 words.
"It is like a womanâs skirt
Long enough to cover the essentials, but short enough to keep it interesting"
Readership falls dramatically in the first 50 words of copy after that readership remains the same for 500-1000 words.
If you are reading this until now, thank you. Few more points and I will finish it
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5b. Make your copy easier to read:
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5b. Make your copy easier to read:
Text Decoration:
Bold, Italicize or underline (To emphasis)
- Choose fonts easier to read (Ariel, Helvetica or TNR)
- Take advantage of space to make it easier to read.
Text size should be consistent, except for the headline
Avoid Blocks of Text.
Text Alignment:
Left
Bold, Italicize or underline (To emphasis)
- Choose fonts easier to read (Ariel, Helvetica or TNR)
- Take advantage of space to make it easier to read.
Text size should be consistent, except for the headline
Avoid Blocks of Text.
Text Alignment:
Left
5c. Correct Grammar
- Errors are distracting
- You some credibility
- Try to get Rid of it
Use Grammarly to make the correction
It is okay to make mistakes sometimes, just don't be a grammar nazi :)
Reread you copy out loud
Start by rereading your copy out loud
- Errors are distracting
- You some credibility
- Try to get Rid of it
Use Grammarly to make the correction
It is okay to make mistakes sometimes, just don't be a grammar nazi :)
Reread you copy out loud
Start by rereading your copy out loud
The best way to catch errors is to have someone to read.
6. CONCLUSION
It takes practice to become a good copywriter. Start writing for your blog, create a portfolio and you will improve overtime
6. CONCLUSION
It takes practice to become a good copywriter. Start writing for your blog, create a portfolio and you will improve overtime
Want to learn more about Marketing and Earning?
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I will be sharing EXCLUSIVE Content here Every week. (Spend less than 15 minutes to learn what others have learnt by spending 15 Hours)
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Join Here
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Books where you can learn more about copywriting (Affiliate Links)
1. Tested Advertising Methods- John Caples
USA - https://amzn.to/2Fq2kPe
India - https://amzn.to/3hnLeP8
1. Tested Advertising Methods- John Caples
USA - https://amzn.to/2Fq2kPe
India - https://amzn.to/3hnLeP8
2. The Adweek Copywriting Book: Learn from one of America's top copywriters- Joseph Sugarman
USA - https://amzn.to/2Rjr3Hy
India - https://amzn.to/32j2yAF
USA - https://amzn.to/2Rjr3Hy
India - https://amzn.to/32j2yAF
3. The Well-Fed Writer: Financial Self-Sufficiency As a Freelance Writer in Six Months Or Less- Peter Bowerman
USA - https://amzn.to/2FxguxS
India - https://amzn.to/2Fc6k6l
USA - https://amzn.to/2FxguxS
India - https://amzn.to/2Fc6k6l
4. The Robert Collier Letter Book- Robert Coiller
USA - https://amzn.to/2Rf3NL1
India - https://amzn.to/2RiFewQ
5. http://thegaryhalbertletter.com
Let me know how did you like this?
What was your favourite Point?
USA - https://amzn.to/2Rf3NL1
India - https://amzn.to/2RiFewQ
5. http://thegaryhalbertletter.com
Let me know how did you like this?
What was your favourite Point?
These are my learning from the video course "155 Years of Copywriting Insights in 1.5 HOURS" from Udemy
Shared here that you can benefit it too.
If you want to learn in-depth, check out the same course in UDEMY
Shared here that you can benefit it too.
If you want to learn in-depth, check out the same course in UDEMY
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