Copywriting Fundamentals Docs for Free worth $2000
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24
Ultimate Copywriting Course
Welcome to part one of your journey to becoming an asset to damn near anyone in advertising.
This is Legacy Ads for Utopia. The first place we are going to begin is with the fundamentals.
Psychology Fundamentals
If you’re brand new to the Ecom game and you really want to make yourself competitive when it comes to landing some freelance work
or even a job at an agency
boutique or mainstream - you’ll need to know these base skills to succeed.
In a future course we will break down all of the basics for FB manager, but for this course’s main purpose, we will be focused on the copy writing and building aspects for Facebook.
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Part 1: Understanding The Human Mind
We are going to dive into the important aspects of the human mind and how these principles are applied to our process every day. For this section, we’ll be going over fundamental Marketing Psychology - if you skip this or don’t take this seriously - you will have a very hard time being a top copywriter.
Let me make that clear if you don’t learn and apply these principles your ads will be text and creatives, not money-making messages.
Understand the Buyer:- 5 Stages of Awareness
The 5 Stages of Awareness were created by Eugene Schwartz, and essentially, they are a modern-day Marketing Funnel.
The Most Aware: | Your prospect knows your product, and only needs to know “the deal.” |
Product-Aware: | Your prospect knows what you sell, but isn’t sure it’s right for him. |
Solution-Aware: | Your prospect knows the result he wants, but not that your product provides it. |
Problem-Aware: | Your prospect senses he has a problem, but doesn’t know there’s a solution. |
Completely Unaware: | No knowledge of anything except, perhaps, his own identity or opinion. |
Knowing where your audience lies within these five stages sets the tone for your copy and how you will speak to someone who would want to buy what you’re offering. Some demographics know exactly what they want & some didn’t even know they had a desire for your product in the first place. How do you know where the awareness of your specific audience exists?
Reviews, Blogs, Threads, Comments & Customer Surveys.
Some are easier to find than others, but most will take digging to find.
The principle of 80/20 exists in your copywriting process. You will spend 80% of your time researching and 20% writing.
Don’t forget that.
There are over 200 Cognitive Biases and we want to go through 25 of them with you to help you create a stronger basis for writing badass conversion copy.
Cognitive Biases:
What are they & why do we all have them? These are absolutely essential to understand when selling. I'll be going over several definitions and how we can use them.
Let's start with the First Bias - Reward/Punishment:
Though it seems obvious, incentives/disincentives have an incredible amount of power over what someone will/will not do.
If there were no incentives to building out this online business, would you still be doing it?
In our Copy:
-How can we incentivize someone to go with our product.
-How can we disincentivize our competition and de-platform what we are selling in a way that would become a NO BRAINER for our customers?
-We will use Angle Creation later in this course to reach different pockets of your audience.
Bias 2: Liking/Loving
People who like/love your company tend to disregard the faults or problems your company may have. They will go as far as to distort reality to accept what you're putting out. You'll see this with brands like Apple and Nike.
How do we utilize this?
In building your brand/service you must go the extra mile to be the best in one particular area.
Customer Service, Product Quality, Uniqueness, Responsiveness, Innovation and use those areas to dig deep into the psyche of your 5%. Those 5% loyalists will become die-hards.
They'll engage higher, share more, and most of all utilize word of mouth to spread your brand to every living soul who will hear them out. The LTV of that 5% is essential to your business's survival in the coming decades.
Make them love you - write personal letters, send gifts, be reachable and interact.
Bias 3: Disliking/Hating
Trump is a good example to use here. Most people are polarized by him. Once someone hates something/someone, the mere association will repulse them.
Quoted by Urban Dictionary:
TOP DEFINITION:
Donald Trump
-a massive fucking dumbass.
Don't be hated.
This one is utilized DAILY. Polarizing can be invaluable to grab attention, stop the scroll, create an affirmation, and differentiate your copy from the feed.
"DON'T CONSIDER YOURSELF A COPYWRITER IF YOU DON'T USE THIS PIVOTAL SELLING TECHNIQUE."
If I were to read that statement, I might be a little turned off.
But that's my personality type.
We need to remember there are tons and tons of different personalities,
even within the same targeted audience.
So when considering polarization, don't push people to hate you.
Gently poke the ego and make them affirmative, agreeable, and overall, use language that would make them favor you, over hating you.
Ever notice most bad Yelp reviews are people who will go out of their way to hurt those businesses? Hatred is dangerous to your longevity.
Bias 4 - Doubt-Avoidance Tendency
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