Full transcript
0:00These are the 10 things that every highly skilled,
0:03highly paid copywriter does,
0:05for every single piece of copy they write.
0:07(upbeat music)
0:17Ever wonder how much of copywriting is actually,
0:19well writing, the answer might surprise you.
0:22The truth is, crafting messaging is only
0:25a tiny-tiny itty-bitty part of actually copywriting.
0:28Because in order to be a successful copywriter,
0:31you first need to know how to do
0:32customer analysis and market research.
0:34You need to understand strategy and positioning.
0:37You must conceptualize a killer hook,
0:39and craft an irresistible offer.
0:40And all of that needs to be done
0:42before a single word gets written.
0:44And this is why mark my words,
0:46copywriters never charge per word,
0:48because writing words,
0:49is only a tiny fraction of what they do.
0:52That six word headline could have taken hours
0:55or maybe even days and weeks to craft,
0:57based on the steps I'm sharing in today's video.
0:59So, copywriters, if you wanna level up your skills
1:02so that you can charge more for your work,
1:04and get clients literally knocking
1:05on your door every single week.
1:07And business owners, if you wanna know what
1:09to look for when hiring copywriters
1:11so that you can find the right person
1:12for your brand and business,
1:14and get copy that actually converts,
1:16you'll wanna pay close attention
1:17because this video is for you.
1:19This is my complete 10 step copywriting tutorial,
1:22and surprise, surprise, it is not all about writing.
1:24And because I know you guys love
1:26examples and actionable advice,
1:28in each and every step on this list,
1:29I'll give you a pro tip, example or formula
1:32that you can use to really help understand each concept.
1:35Hey guys, what's up it's Alex.
1:36If you're excited about
1:37this complete copywriting tutorial,
1:38let me know by giving me a thumbs up below.
1:40And if you're new to the crew, welcome.
1:42I put on a new copywriting and marketing tutorial
1:44every single week.
1:45So if you want more tactical and practical advice
1:48go ahead and subscribe below.
1:49And don't forget to ring that bell to be notified
1:51when my next video goes live.
1:53Today, I'm gonna reveal the 10 crazy important things
1:56you must do for any copy you write.
1:59These 10 steps are the marketing basics
2:01that copywriting is crafted around.
2:03So all of these steps apply no matter what you're writing,
2:05whether it be a sales page, emails, ads or a landing page.
2:09Now I want you to pay special attention to number six,
2:11because it is arguably the hardest part of copywriting,
2:14yet the most important step
2:16to really getting your copy right.
2:17And I have a special gift
2:19for those of you who stick around to the end,
2:20so keep watching.
2:21All right, so let's dive in.
2:23Step one on my list,
2:25get to know your customer avatar.
2:28First things first,
2:29before you can sit down to actually write anything,
2:31you need to get crystal clear on who you're selling to,
2:33and what their pains, desires, and fears are.
2:36Yes I am talking about your customer avatar.
2:38You need to write your copy as if you're speaking
2:40to one specific person.
2:42And the more specific you can be in describing
2:44the real life emotions this person experiences, the better.
2:47So go out there and research your little booty off,
2:49so you can fully understand everything
2:51about your customer avatar.
2:53Now the best way to do this, hit up Reddit forums
2:55and Facebook groups, read Amazon reviews
2:58and dig into research tools like AnswerThePublic.
3:01This is how you learn exactly what your ideal
3:02customer wants to know.
3:04So for example, I recently looked up dream recall on Reddit
3:07and look at all these awesome threads that pop up.
3:10You can see the actual questions that people are asking
3:12about this topic.
3:13So say you're writing copy for a client
3:15that teaches people how to recall their dreams.
3:16Yes, it is a real thing.
3:18This forum would give you a great idea
3:20on how to speak directly to your customer avatar.
3:22Now do not underestimate the power of this.
3:24Truly understanding your customer avatar,
3:26will put you miles ahead of your competition.
3:29Now, if you need a little help with this,
3:30let me know in the comments section below,
3:32and I will send you a worksheet
3:33that will help you get really clear on this.
3:35All right moving on to step number two, uncover your USP.
3:39The USP or unique selling proposition,
3:42is what makes your brand or product
3:44stand apart from the competition
3:45that's out there fighting for the same spot
3:47in your customer's hearts, minds, and wallets.
3:49So in other words, why should they choose you?
3:52Are you cheaper, better, faster, quicker,
3:54higher quality or more sustainable.
3:56Your USP should be super short, clear and concise.
3:59You should be able to affectively communicate who you are,
4:02what you do and how you can help,
4:04in just a few short sentences.
4:06So here's a great example from Mast chocolate,
4:08made the right way.
4:10We start with ethically sourced cacao,
4:12from Tanzania's groundbreaking organization,
4:14Kokoa Kamili, paying farmers far beyond
4:17even fair trade premiums.
4:19Our chocolate is certified organic, kosher
4:21and made from bean to bar in house.
4:24Now here's a pro tip,
4:25this is not a place to get fancy with language
4:28or use rhymes or cute and clever statements,
4:30unless they work.
4:31Never sacrifice clarity for cuteness, cute doesn't sell.
4:36So here's my super simple fill in the blank formula,
4:38for an effective USP statement,
4:40I help audience, with problem, achieve benefit,
4:46through unique solution.
4:48So go ahead and give it a try.
4:49Step three, empathize with their pain.
4:53Yep, it's a fact,
4:54we as humans are weird complex little creatures
4:57that are innately hardwired to avoid pain at all costs,
5:00before ever seeking pleasure.
5:02And this is why it is so important
5:04for you to not only identify your avatar's pain points,
5:06but to empathize with them in your copy.
5:09Now, of course you don't want to do this
5:10in a sleazy cringey or douche baggy kind of way.
5:13Your customer avatar should never feel attacked or shamed.
5:16What they should feel is seen, heard, and understood.
5:19So this is where you lean in with empathy and understanding.
5:23You need to let them know that you hear them,
5:24because you have been there.
5:26So for example on my sales page,
5:27for The Copy Posse Launch Files,
5:29I talk about that dreaded copywriter catch 22.
5:32How you can't get hired without a portfolio,
5:34and you can't get a portfolio without getting hired.
5:37It's a common and relatable problem
5:38that I have seen time and time again,
5:40in my decade long journey,
5:41in this world of copywriting.
5:43Empathizing the pain is not about putting salt in the wound.
5:45It's about identifying the discomfort,
5:47distress or frustrations your audience has,
5:49in a real and relatable way.
5:51All right, step number four, offer a solution.
5:55Only after you've created trust and rapport in your copy
5:58through empathy, do you pivot to the solution you have
6:01to help them overcome their problem.
6:02So whether it be a product or service,
6:04remember that your solution needs to be believable.
6:07Simply having a great offer is not enough
6:09to get a conversion.
6:11Your audience needs to believe it can actually help them.
6:14So here's another pro tip,
6:16remember your audience is always looking
6:17for a reason to not buy from you.
6:19It is human nature to be skeptical.
6:21So rather than using hype and hyperbole
6:23to try and convince them to buy your product,
6:25share stories, address their objections and write copy
6:28in a conversational tone.
6:30Include as much evidence and demonstration as possible
6:32in your copy because it adds credibility
6:34and it delays your prospects doubts.
6:36Like my friend Emily Lark does for her
6:38Back To Life Healthy Back System sales page here.
6:41She shares her own story with back pain
6:43and what led her to overcome it,
6:44before she presents the offer.
6:46Step number five, identify benefits, not only features.
6:51So you just presented what you're selling
6:52and now you need to identify why someone would buy it.
6:55You should of course include the features
6:57of your product in your copy.
6:58That's anything your product has or is.
7:00But no one is gonna buy your product
7:02based on the features alone,
7:03which is why it is super important
7:05to include those juicy bennies.
7:07The benefits are the big promise behind your offer.
7:10They should paint a clear picture
7:11of what your prospect's life could look like,
7:13after purchasing your product.
7:14So here's an example from my own sales page for
7:16The Copy Posse Launch Files.
7:17As you can see I have a few benefits
7:19at the top of my offer recap.
7:21And then the features are listed below.
7:23So think of it this way,
7:24features speak to the logical reasoning
7:25of a person's buying decision
7:27whereas the benefits speak to the emotional reasoning
7:29behind a person's buying decision.
7:31And you need to include both to make an irresistible offer.
7:34So this is where a lot of copywriters can get hung up.
7:36Often mistaking features as benefits and as a result,
7:39they don't include any real benefits on their sales page,
7:41which means they're missing a huge conversion opportunity.
7:44So that's why I created my,
7:45"Feature to benefit converter cheat sheet,"
7:47to really help nail this concept.
7:49All right, now onto the most important part of copywriting,
7:52step number six, craft a killer hook.
7:55As marketers and copywriters,
7:56we are in the business of attention and retention.
7:59So the highest goal in any single marketing campaign,
8:02is to capture and keep your audience's attention,
8:04how? With a killer hook of course.
8:07A hook is an attention grabbing idea, concept or statement,
8:10that piques the readers or viewers curiosity,
8:13and makes them want to learn more.
8:15So arguably, conceptualizing hooks
8:17and crafting showstopping headlines,
8:18is something all great copywriters should master ASAP.
8:22It is the highest paid skill,
8:23a copywriter can learn in my opinion.
8:25So pro tip, scroll through content sites like,
8:27BuzzFeed, Bored Panda, and Cosmopolitan,
8:30for mad hook and headline inspiration.
8:32And then head on over to my Instagram,
8:34to take part in my next edition of,
8:36"Make this headline even hotter."
8:38The comment section on these posts,
8:40is absolute fire and it's a great way
8:42to start practicing your hooks and headlines.
8:44Step number seven, use user generated content.
8:48So sometimes the best copywriting,
8:50doesn't come from copywriters,
8:51but from customers.
8:53Social proof is an absolute game changer in marketing
8:55and makes our jobs as copywriters a whole lot easier.
8:59In fact, 72% of people say that
9:01positive testimonials and reviews,
9:02increase their trust in a business.
9:04And a whopping 88% of people say that
9:06reviews directly influence their purchasing decisions,
9:09which is exactly why it is super important
9:11to feature testimonials in your copy.
9:13Now in my opinion, the best kind of testimonials,
9:15are the 100% candid, organic
9:17and relatable user generated posts, videos and reviews
9:21that people leave online.
9:22It all comes down to the core fact that
9:24people trust other people.
9:25But we don't always trust the brand itself,
9:27well at least not at first.
9:29We all expect a brand to self promote
9:31and talk about how amazing they are.
9:32But when we hear somebody else,
9:34a customer talk about their experience,
9:35we are all ears and are way more likely to buy.
9:38So here's some examples of user generated content
9:40from my five day, "Write & ignite challenge."
9:42This is a message to Alex Cattoni and The Copy Posse.
9:45Alex, thank you for making me feel so proud of my skill,
9:50and my work ethic and everything that I do.
9:53Because, every time I complete the module,
9:55I feel like a rockstar.
9:56Thank you.
9:57This was all submitted organically through my Instagram,
9:59and is the best social proof a business can get.
10:02Now here's a pro tip,
10:03encourage your customers to share their experiences
10:05on their social channel.
10:06And use a third-party review tool like boast.io,
10:09to easily collect and display testimonials on your website,
10:12in real time.
10:13Then use these reviews to identify common objections,
10:16benefits and desires that you can use to improve your copy.
10:19All right, step number eight, give them a reason to act now.
10:23So another funny little quirk about us humans,
10:25is that if we can do something later
10:27and get the exact same result and benefit
10:29as doing it right now, we will wait.
10:31We are inherent procrastinators.
10:33So if you want someone to act now,
10:34you gotta give them a good reason to do it.
10:36Using scarcity in your marketing and copywriting,
10:38is a really powerful motivator, when done well.
10:41Though scarcity refers to the idea,
10:43of making products or services limited in some way,
10:45and therefore harder to obtain.
10:47This can be done in the form of price scarcity,
10:49so a limited time discount,
10:51quantity scarcity, a limited amount left,
10:53premium scarcity, exclusive bonuses and gifts added
10:56for a limited time or offer scarcity,
10:58the cart is closing.
11:00You likely see scarcity every single day
11:02and a lot of the times it's that final push
11:04you need to purchase something
11:05that you've been on the fence about.
11:06Like when you find a great hotel online,
11:08and they always let you know how many rooms are left,
11:10which creates serious FOMO making you wanna buy right away.
11:13But here's a pro tip, just because scarcity
11:16can get your prospect to buy now instead of later,
11:19that doesn't mean it's okay to be hypey or misleading.
11:21That is a surefire way to lose the trust of your customers
11:24and completely tarnish the reputation of your business.
11:26So only include scarcity when it's legit.
11:28If scarcity doesn't apply
11:29in a particular marketing campaign, that is okay.
11:32You can still create a sense of urgency
11:33by sharing the benefits your customers
11:35will not wanna wait for.
11:37Because that is the other great thing about us humans,
11:39is that we want immediate gratification.
11:41So convince them why it's better to act fast
11:43and overcome any lingering objections and doubts
11:45by making the purchase process
11:47seem easy, safe, and risk free.
11:49Step number nine, have a clear and concise call to action.
11:53You have heard me say it before,
11:54confusion is the biggest conversion killer of all time.
11:57So your call to action or CTA must pack a serious punch.
12:02It should only take one hot second
12:04for your prospects to know what you want them to do next.
12:06Your CTA is the second most important part of your copy
12:09after the headline.
12:11According to Unbounce, more than 90% of visitors
12:13who read your headline, will also read your CTA copy.
12:16So your CTA should be clear and straight to the point,
12:19like book my free spot now,
12:22or click to get instant access or click here to enroll now.
12:25Now the most important rule of copywriting
12:27is to only have one clear and concise call to action.
12:31You should only be asking your prospect to do one thing.
12:34And that's to click, sign up or buy,
12:36not to share, comment, watch,
12:37like, subscribe, sign up and buy.
12:40Now pro tip, make your CTA personal,
12:43by using first person.
12:44Content verb actually saw a 90% increase
12:47in click-through rate, by using first person phrasing,
12:49like start my free trial now,
12:51as opposed to start your free trial now.
12:54All right, and step number 10,
12:56is to keep it simple.
12:58The final and most important thing
12:59to remember when writing anything,
13:01is to keep it simple.
13:03In copywriting, less is more.
13:05You want every sentence to be strategic and necessary
13:08to the customer's buying journey.
13:09So, as you're crafting your copy,
13:11be critical of any fluff or filler.
13:13Look for any unnecessary ideas,
13:15verbose sentences, or long lists of adjectives
13:17that just don't add any power or punch.
13:19Most people read at the seventh to eighth grade level.
13:22So you wanna make sure your copy
13:23is simple and easy to read, yet effective.
13:26Remember that just because
13:27you understand everything you write
13:28doesn't mean your customer avatar will.
13:30So I like to use Hemingway Editor,
13:32which is @hemingwayapp.com,
13:34to double check the readability of my copy.
13:36You also wanna go through and double, triple
13:37and quadruple check your work,
13:39for grammatical errors run on sentences
13:41or large walls of text.
13:43And here's one last pro tip,
13:44make sure to read your copy out loud,
13:46from your mobile phone.
13:48Remember the majority of online readers,
13:49are consuming content on their mobile devices,
13:51so you wanna make sure your copy is easy
13:53to read on all platforms.
13:55All right guys that's it.
13:56Thanks for sticking around.
13:57I have a special gift for you,
13:58"My feature to benefit cheat sheet,"
14:00which you can grab right here in just a few seconds.
14:03Comment below, give it a try.
14:04Let me know how it goes.
14:05Until next week,
14:06I'm Alex, ciao for now.
14:08(upbeat music)
14:09All right guys if you enjoyed that video make sure
14:10to check out the next one from me right here.
14:13And you can click right here, to get a free gift.
14:15(upbeat music)
14:17One of the biggest mistakes a copywriter can make,
14:19is using the exact same hook and headline,
14:22for every single audience.
14:25Think about it, the way you capture the attention
14:27of a random scroller by on Facebook,
14:29is very different from how you capture the attention
14:32of your most loyal subscribers.
14:34So today I'm talking about how
14:35to write headlines the right way based on the five levels
14:39of customer awareness.