What I will do for you.
... Email copy, Ad copy, SEO. Web Sites (also Shopify).
First, I like old website design because it's convenient, anything is easy to find, and there are not a lot of distractions. That said, I can code a good-looking page. See my main page for an example.
My mission is to help you show your prospect that your product is worth buying.
For that, I need to create a good-looking site.
Make sure that the site is in the top 5 google search results
Create a nice Ad, Landing page, and Email Copy
I will not go into detail about how to build a website or SEO, but I will outline the process that it takes to make a good copy:
Copywriting is sales where you deliver value over the bridge of trust.
You provide or promise value to a reader who may become a customer. You have first to build trust, pitch
them the idea, and after they buy, provide value and transform them into a recurring customer.
“Whoever impacts the reader at the deepest level wins.”
If you try and help everyone, you’ll help no one. But if you focus on a defined group of people, you can
impact them profoundly.
You can even name your avatar and create a picture of your avatar in your head or search for one at
pexels.com.
Name, age, and face. This makes it much easier for you to imagine them as accurate people.
Background and mini-life history. You need to understand the general context of their life and
previous experience.
Day-in-the-life. If you can get a rough idea of what the average day in their life looks like,
you will be able to relate more easily to them.
Values. What do they believe is more important? What do they despise?
Outside forces. What external forces or people does Avata feel most influenced by?
They are running away from pain
They are running toward pleasure
It’s our job as copywriters to understand both and combine them to propel them toward a better life.
You must ask yourself,
“What is painful or frustrating in the current life of my Avatar?”
“What annoys them?”
“What do they fear?”
“What do they lie awake at night worrying about?”
“How do others negatively perceive them now?”
You must ask yourself,
If they could wave a magic wand at their life and fix everything, what would their life look
like?”
“What enjoyable new experiences would they have?”
“How would others perceive them in a positive light?”
“How would they feel about themselves if they made that change?”
It’s our job as copywriters to understand both and combine them to propel them toward a better life.
There are usually “Roadblocks” keeping them from moving to their dream state.
And if you can help them understand their obstacles better than they currently do, they’ll love you
forever.
To find the Roadblocks, you should ask yourself, “What is keeping my Avatar from getting what they want
now?”
The Product is the “vehicle” that helps the avatar take advantage of the solution.
The Product makes it faster, safer, easier, and more fun to overcome the roadblock and make it to the
Dream State.
Why did YOU give someone else your money?
It’s because you believed you would get more value from the deal than the money you gave.
Everything in business and life trades a value exchange.
Unlimited money exists for people who can engineer mutually beneficial trades of value.
“People buy from others they know, like, and trust” - Galileo.
“Sales is a transfer of Belief over a bridge of Trust” - Alex Hormozi.
Social proof
Humans are social creatures. If you see the rest of your ‘“tribe” making a specific decision, you will
think they are right and follow their movements.
Indicators of Authority
Why do people trust Doctors? Or Presidents? Or CEOs?
Indicators of Competency
If a business shows they know what they are talking about and then shows they even understand it at a
level more profound than the customer. Then you’re more likely to trust them.
Relatability and Likeability
If they like you, can relate to you, or aspire to be like you, they will think, “He’s one of us,
” and trust you.
Now you need to MAGNIFY that trust. You do that by “trading up.”
The more a business is trusted by its market, the more customers it will get, and the more it will be
able to sell them.
Social proof
The writer states that many people have tried it and like the product. “It’s already helped thousands of
people find inspiration at the exact moment they need it.“
Indicators of Authority
The reader sees that many professionals worked on the product “Our team of expert neurobiologists and
doctors spent 1000s of hours researching, testing, and tinkering with the best formula for supporting
brain function long-term.”.
Twenty-eight ingredients make the product perfect in every aspect of body endeavor “provides 28
high-purity, biologically available ingredients that help improve the four areas.”
Indicators of Competency
The writer successfully explains how caffeine works and efficiently explains four areas where the
product will help the client—a 4 M explanation proves the Company’s competency in assisting the customer
needs. They add a 100% guarantee to expand this point.
Relatability and Likeability
If the reader likes you through the copy, can relate to you, or aspire to be like you, they will think,
“He’s one of us,” and trust you. “And with work-from-home, family responsibilities,
and more demands at work, that pressure is all too real. “
Determine who your target market is.
Determine who a good Avatar would be for that unit.
Seek to understand their current state.
Seek to understand their dream state.
Identify their crucial roadblock (That thing that’s keeping them from what they want).
Then you’ll understand the solution that will give them the thing they like.
Understand what the product is and how to frame it in a way that fits in with this sort of map of
reality.
What kind of person will get the most out of this product?
TWho are the best current customers with the highest LTV?
What attributes do they have in common?
Name, age, and face. This makes it much easier to imagine them as accurate, individual
people.
ackground and mini-life history. You need to understand the general context of their
life and previous experience.
Day-in-the-life. If you can get a rough idea of what the average day in their life
looks like, you will be able to relate more easily to them.
Values. What do they believe is more important? What do they despise?
Outside forces. What external forces or people does the Avatar feel influence their
life?
Current State
What is painful or frustrating in the current life of my Avatar?
What annoys them?
What do they fear?
What do they lie awake at night worrying about?
How do others negatively perceive them now?
What lack of status do they feel?
What words do THEY use to describe their pains and frustration?
Dream State
What would their life look like if they could wave a magic wand at their life and fix everything?
What enjoyable new experiences would they have?
How would others perceive them in a positive light?
How would they feel about themselves if they made that change?
What words do THEY use to describe their dream outcome?
Roadblocks
What is keeping them from living their dream state today?
What mistakes are they making that keep them from what they want in life?
What part of the obstacle does the avatar not understand or know about?
What is the one key roadblock that will allow them to move toward their dream outcome once fixed?
Solution
What does the avatar need to do to overcome the critical roadblock?
“If they , then they will be able to .”
Product
How does the product help the avatar implement the Solution?
How does the product help the reader increase their chances of success?
How does the product help the reader get the result faster?
How does the product help the reader get the result with less effort or sacrifice?
What makes the product fun?
What does your target market like about related products?
What does your target market hate about related products?
Clients and their customers. Just ask them, read their online testimonials, etc.
Social Media. Watch youtube videos, read comments, and look for oversharing.
Amazon.com reviews. Look for books addressing a roadblock similar to yours. Read the 5-star 1, star reviews.
Reddit. Look for community subreddits and collect their language and experiences.
Quora. Find the questions and answers surrounding the problem your products solve.
Google. You’ll be surprised at how much you can find with a simple Google search.
If you sell courses …. google weight loss books.
“If I only had an hour to chop down a tree, I would spend the first 45 minutes sharpening my axe.” - Abraham Lincoln
It’s our job as copywriters to understand both and combine them to propel them toward a better life.
Weaponizing Attention and Curiosity
“He who controls the dopamine controls the universe.”
Opportunity (Something they want)
Threat (Something they fear)
But whatever you choose, there should be a pot of Dopamine at the end of the rainbow.
Because Dopamine is what makes the world go round.
Curiosity, Mystery, and Intrigue are like dumping gasoline on a fire.
Curiosity comes from information gaps.
It’s a low-grade anxiety that only can be resolved by answering unanswered questions.
And unsolved riddle in their mind that eats away at them.
Recreate the feeling you get with a cliffhanger at the end of a high-drama tv show…
Specificity. It needs to feel authentic in their mind. The more specific details you can share without giving away the answer, the better.
Not statements. The reader will have the best guess as to what the “answer” is. If you tell him it’s NOT that thing… they’re mind will go into overdrive trying to figure it out.
I borrowed Status/Mystery. Secrets. Illuminati. Elon Musk. Ancient. Knowledge. Humans gravitate to the privileged and high status.
Unexplainable. If the reader can’t quite figure out how something has happened (only if they think it’s real), they will have to try and figure it out.
Win the battle for their attention and keep them hooked with constant curiosity.
And then there is no limit to what you can get your reader to do.
The “Lego blocks” Of Copywriting
Where do you use fascination? EVERYWHERE
A Fascination is a short line that combines desire with intrigue to create a potent effect in the reader's mind.
Fascination will make the reader rabid to read the rest of your work and take action at the end.
Some examples: “Wife Of Famous Movie Star Swears Under Oath Her New Parfume Does Not Contain An Illegal Sexual Stimulant!”
“My Weird Hashtag Strategy That Helped Me Grow By 52,000 Followers in ONE MONTH!”
Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks and Slices… And you Can Slash Up To 10 Strokes From Your Game Almost Overnight!
Essentially all fascinations have two main elements.
An implied opportunity or thread.
Specific details make the reader think there is something tangible on the other side.
How to. How to become a $10k/mo copywriter as quickly as possible.
Secret to. The secret to writing killer fascinations every time you sit down at your computer.
Why. Why do most billionaires exactly start their day?
What. What to do if you want to land your first copywriting client in less than 30 days.
What NEVER. What NEVER to say on a first date if you like the girl?
PLUS. PLUS, the phrase that will make her blush, smile, and fall deeply in love with you.
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Warning. WARNING - Don’t email another client until you learn this new upsell question that will dramatically increase your closing price.
Are you?... Are you afraid you’ll get stuck with a depressing “white picket fence” life if you don’t make real money NOW?
Gimmick The writing “hack” that will force your reader to pay attention to Every. Single. Word.
Sneaky. The sneaky headline formula will break your reader’s mind and double or even triple your sales.
Direct benefit. BECOME THE STRONGEST MAN IN YOUR GYM IN 30 DAYS OR LESS.
Specific question. Did you know that 99% of billionaires used the same strategy to make their first real money?
If…. Then… If you are tired of falling flat on your face when talking to that beautiful girl, then you need to learn the seven questions that will interest any girl wildly.
When. When eating chocolate will boost your fat loss.
Quickest, Easiest. The quickest way to boost your confidence and get that millionaire “glow.”
Truth. The truth about trading crypto will ensure you’re on the right side of history.
Better than. Better than caffeine. Discover the best (legal) supplement for greater focus and discipline.
Single. The single step you must take before all of your sales calls is to maintain frame and close like the Wolf Of Wall Street.
After research, you’ll usually write at least 100 fascinations to use as ammunition during your project.
Take note of the exciting fascinations you see “out there in the wild” and save them for future reference.
The best copywriters in the world are all masters at the art of writing fascination.
The creative thinking process
When you hit a dead end, you must ensure enough clarity on the Avatar, Problems, Desires, Roadblocks, Solutions, and Product.
If you don’t have enough ammunition for the subconscious to draw on, the creative process stops dead in its tracks.
Too harsh of a filter too early on.
Whenever your subconscious comes up with an idea, it gets smacked down by the filter part of your brain. Then your subconscious mind tends not to want to come up with more ideas. Permit yourself to let the ideas flow, good or bad.
For example, permit yourself to write 100 TERRIBLE fascinations without filtering them out.
In the end, you’ll discover that after you let your subconscious brain run free, you came up with some pretty good ideas.
The brain is over-taxed.
The mind can get worn down if you’ve been doing Deep Work sessions.
The reset break in between Deep Work Sessions is crucial. It is work.
If you’re redlining your brain, get up and walk. You’ll be amazed at how many breakthroughs you’ll have on a walk or in the shower.
Creativity is a skill. Develop it, and you’ll never face a challenge you can’t overcome.
How To Evaluate And Improve Your Writing
It’s not enough to brain-dump ideas onto a Google Doc.
You need to review your work and improve it until you are confident it will achieve the desired results.
Step 1: Read your copy out loud.
Using your voice allows you to detach enough from creating your copy to identify issues.
You’ll notice clunky or weird parts when read out loud.
Step 2: Imagine how the Avatar will perceive the writing
“What effect will this create in the reader’s mind?”
“What can I do to trigger the effect I want in the reader’s mind here?”
Step 3: Grammar and spelling check.
Grammar and spelling errors will make you look like an amateur in your reader's eyes.
“If this is how badly he writes, I wonder how bad the product he’s selling is?”
(Use grammarly.com, hemingwayapp.com, and other tools to ensure perfect grammar and spelling.)
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The truth behind all successful copywriters
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What "Artificial" inspiration looks like.
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Why do all productive mums start the day the same way
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Check my google doc where I did an test research and left even more notes for Writing Copy. Here