Hey everyone.
Jason here, digital marketing consultant.
And in this copywriting guide for beginners, you're going to learn five simple yet proven
copywriting tips to improve your sales copy for your landing pages, your sales pages,
sales messages, and of course your ads.
So timestamp table of contents in the description, along with some other helpful links to running
successful advertising campaigns and putting together the rest of your funnel.
Here we're just going to focus on the arguably one of the most important parts of your funnel
and advertising.
That's actually going to be copy.
So before we kick things off, the first round of formulas, there are three keys to success.
You need to keep at the forefront of your mind as we go through everything and just
copywriting in general.
So the very first key is ensuring that you focus on the customer as you go through writing
whatever sales copy you're writing, because at the end of the day, the sales copy is about
the customer, not you, your product, business, or service and key to success.
Number two, on that note is people really care about benefits, not features.
So if you have this really awesome product and you have a sales or landing page where
you just have a bunch of bullet points or you just spend the entire day talking about
how cool and all the stuff it could do, that's great, but people really care more about what
it's going to be able to do for them and how it's going to change their life.
And when we get to tip number three, this is going to make a whole lot of sense.
And finally, key to success.
Number three is accepting the fact that copywriting is a never ending process.
There's no one and done when it comes to copywriting, because you're always going to want feedback
to improve upon the copy that you've already written.
And when we get to tip number five, that's also going to make a whole lot more sense.
So let's go ahead, jump right in, the very first set of formulas we have are for our
headlines.
So when it comes to using these three formulas, we're about to go over.
These are going to work for your advertising on Google, on YouTube, on Facebook, whether
you're doing landing pages, squeeze pages, having a PDF lead magnet or a video sales
letter or a webinar.
These headline formulas are going to have you covered.
So here are the three, and then we'll go through some examples on how to use them.
And when we get to step number four, you'll actually see how to fill in these formulas
extremely easily.
So here are the three formulas, we have, how to result without hard part, how to result
even if roadblock and how any, and then identify whoever your ideal customer or prospect is,
can now and then enter in the result that they're looking for.
So let's go through a couple of examples and let's say we're writing a couple of headlines
that are targeted to people who are trying to go grow a YouTube channel.
So using the very first one here, we'd have how to grow your channel without getting lots
of views.
And if we skip down a little bit here, you can see how anyone can start a successful
part-time YouTube channel.
So if you don't necessarily have a name or an identifier for your ideal customer, you
can also just try and say anyone.
Obviously it'd be one word, not space.
Like it is on the slide for example purposes.
And the last example here, we just have how to get more views to your videos, to accelerate
your channel growth.
And I included that last one, because there's no hard and fast rules when it comes to, you
have to use this type of headline.
These are of course just suggestions and starting points for your copy.
So here's an example from Neil Patel, where he has a headline, how to get over a hundred
thousand visitors to your website without paying for ads.
So in this particular instance, he's talking about the result, which is a bunch of website
traffic, and then he's handling a roadblock or an objection.
A lot of people would have of to getting a hundred thousand people to their websites
as they would probably think they'd have to pay for ads.
So he's removing that pain point and the belief that you're going to have to shell out a ton
of cash in order to get the result that he's talking about.
And of course, we'll go through more examples later for each one of our formulas.
Now the next set of formulas that we have, all come down to our bullet points and these
bullet point formulas are going to help you with your landing page.
Of course, not your squeeze page, because the squeeze page is only going to have that
headline and no bullet points or anything else.
It's also going to be helpful when you're putting together a sales letter or even a
webinar and video sales letter.
So the first formula we have here is actually just like the headline formula and it's how
to result without the work or the hard part.
And it's okay if you interchange these.
So as we go through these bullet points formulas, it's completely okay to use them as a headline
and vise-versa.
There's no hard and fast rules when it comes to how to use these formulas, they should
always be used as a springboard to coming up with new and better ideas.
So I'm not going to read all of these.
You can always pause here, timestamp table of contents going through this slide, but
I'll just go down to two that I personally really like and gravitate towards the first
one here is access the, and then you give your offer a name and this can work for your
paid offer or whatever free offer you're offering on your landing page or squeeze page to get
people on your email list to breakthrough a roadblock or result.
So this is where you're directly tying whatever you're offering to the result that they ultimately
want.
And then my second favorite here is the last one.
You don't have to myth to get the result that you're looking for.
I also really like this particular formula, because it allows you to differentiate yourself
from other influencers or competitors in your niche or space because of everyone else's
telling your ideal customer, Hey, you should do X to solve problem Y and you say, actually,
no.
X is not the way you need to do it.
You should do it.
You know, ABC way.
It's an easy the way to differentiate yourself.
And I really like using that particular formula.
So let's go through some actual examples here.
Again, I won't bore you with reading them all.
So we have the first one here, how to accelerate channel growth without getting a new camera.
So in this particular instance, we're letting someone who's trying to grow their YouTube
channel, know that they can be successful without spending a bunch of money on a new
camera and letting them know, Hey, whatever you have is good.
And we have a strategy that's going to allow you to get to where you want to go without
spending more money.
And so that's kind of implied in saying you don't have buy a new camera.
So going down a little bit here, let's go to my favorite one, instant access to the
monetization playbook.
So you can enjoy a part time income.
And what's really nice about this one is it's directly tying what they're about to receive,
the monetization playbook, which is the free offer to a result that they're trying to achieve,
which is generate a part time income from their YouTube channel.
Now, of course, it wouldn't work.
If we said, get this PDF and make a million dollars next year, that would be too much
of a stretch.
And you just go, okay, there's no way one PDF is going to help me make a million dollars.
But if we say there's one PDF is going to help you enjoy making YouTube videos so you
can have a part time income.
Well, then it's a lot more plausible and reasonable.
So you do want to have that check, when you're talking about results, you don't want to have
two pie in the sky, where it just doesn't really make actual logical sense.
So before we get to how to actually figure out what the roadblocks are and what the results,
your ideal customers are after, we need to talk about five words that can literally turn
boring copy into conversion gold.
And so these are the two phrases, total five words.
First we have.
So you can, dot, and that allows you to, these two phrases are one of the most underutilized,
but powerful words you have at your disposal as a new copywriter.
This isn't going to be something super advanced, but we're going to go through two examples
here, where you'll see how we can change a plain old statement and directly tie it in
to what your ideal customer actually wants to achieve and add some emotional value to
what's being said.
So let's go through the example first with, so you can, and this first example comes straight
out of one of our webinars and the sentence will cover some recording and editing hacks.
Okay, great.
I'm sure that's something, someone who wants to grow YouTube channel will want to know,
but there's a way that we can make this a lot more enticing and sound a lot better.
And that's by using the phrase so you can, so we'll actually tie what they're going to
get to something they actually care about.
And so now we have, we'll cover recording and editing hacks.
So you can produce more content in a shorter amount of time.
Now, of course, someone could have that implied by just the first sentence, but when you say
it explicitly, it creates a lot more power in your copy.
So here's the second example, I will walk you through, tried and true copywriting and
design patterns.
Okay, great.
Or I will walk you through tried and true copywriting and design patterns.
So you can craft click worthy video titles and eye catching thumbnails.
So now we've tied directly to some boring, old language patterns to, Hey, I'm going to
give you this and you're going to get more clicks.
So that's what we're doing.
We're equating what they're going to get to the ultimate result that they want.
Sure there's a gap in between.
They're going to have to do some work and make some thumbnails and write some headlines,
but that's not important when it comes to actually doing the copywriting and selling
whatever you're offering.
You really want to tie in.
You're going to get yet this, and it's going to allow you or be able to…
I haven't used it, as going to allow you to do that thing that you really want, that result
that you really want.
Now for the final example here, that allows you to, this is from a great marketer, Eric
SU, and you can see his landing page here.
The playbook book that allowed me to build a multimillion dollar agency to see with clients
like Lyft and Amazon.
So you can see here where he’s saying, this playbook allowed me to get this result.
And that's a lot more powerful than simply saying, Hey, get my cool playbook on how to
grow an agency.
All right, well, that's great.
That's nice as opposed to tying it into an actual result.
And this is really good.
If you are doing any sort of sales where you've already achieved the results that your ideal
customer is looking for.
So speaking of your ideal customer, we are finally ready for step or tip number four,
tip number four here.
And that is the ideal customer avatar formula and figuring out what really matters in terms
of their results and what they think is getting in their way.
And it's a simple brainstorming exercise where you're asking yourself two basic questions
and you'll want to spend 20 to 30 minutes on this.
So the first question you want to ask is what results are they after?
And then the second question you want to ask is what do they think is getting in their
way?
Or what are the roadblocks they perceive, because as the expert or the person selling
the product or service, you probably have a much better understanding of what the product
problem is that you're solving.
And more importantly, you know how to solve it best, but that doesn't necessarily mean
your ideal customer is on board with the way you want to solve the problem with your product
or with your service.
So what you need to do is identify where they are, what they think so that your sales copy
can lead them from where they are here to where they need to be over here in order to
see the value in what you're ultimately selling.
Now that can seem a little contrived, but we're just moving someone a little, trying
to move someone along through your sales process and through your sales copy to going, Oh yeah.
This solution that you have makes the most sense.
And I should definitely enter my credit card information or give this person a phone call
to get started.
And so sticking with our YouTube example here, let's say, they're just trying to grow YouTube
channel.
They want to quit their job.
They want to be full time.
What do they think might be getting in the way of that?
Well, they probably think they need more subscribers.
They need more views.
Maybe they're not happy with their quality.
And so they think they need to improve the quality of their videos, or maybe they're
trying to rank their videos on YouTube search.
And they're just tired of being slammed by bigger channels, no matter how hard they try.
And so now what we have is we have what they want and we have what they think is getting
in the way.
So we can use all of what we've done so far to create our headlines, our bullets, and
of course our power phrases with the so you can and allows you to.
So let's go back to those examples from the first two to see how this actually plays out.
And now I'm actually going to color code this based upon our results and our roadblocks.
And you'll see that they fit perfectly into these formulas.
And so this is where as a beginner copywriter is getting started with this process.
This is all you have to do to get started.
Once you use these formulas, a couple of times, you'll have all the information you need to
go start testing in the next step.
Now, taking a look at our bullet point formulas, we'll go ahead and color code these.
And you can see just like with the headlines, all of a sudden, the results and the roadblocks
become crystal clear.
And I really hope you're getting excited because this is truly as close to plug and play, as
you can get with actual words.
So you definitely don't have to be a wordsmith.
It's just some brainstorming, just a couple basic copywriting formulas, and you're good
to go.
And the reason that you only need these to get started leads us to the fifth and final
tip.
And that is testing, more specifically how to split test, because all these copywriting
formulas you have right now, you're probably going to have a long list of potential headlines,
of potential bullets.
You're going to have written your sales letter or put together your webinar.
We won't talk about how to split test that because you need thousands of people going
through your funnel before you want to start trying to split test that.
So let's go ahead and talk about how to improve upon your headline.
And most importantly, how to make sure that every time you split test something and split
testing is simply splitting the traffic between two different pages and to see which one does
gives you a better result.
And so what we want to do here is make sure that every time a page wins, that actually
gives us more information about what type of results and roadblocks we should keep talking
about in the rest of our sales process.
So, as an example, let's go back to our sample headlines and we'll split them up into two
groups.
The first group is going to be how to grow channel.
And the second group is going to be how to get more views.
Well, what you'd want to do first is start off your split test with one, from how to
grow your channel and one from how to get more views.
And as you can see in this diagram, we'd split the traffic between the two.
And maybe you find out that talking about more views versus growing a channel works
better.
So you're going to keep the one that's talking about more views, and then we'll try a different
result or a different roadblock.
Let's say this time, we're going to talk about ranking and maybe we find out ranking works
better.
We go, okay, well, rankings working better.
So let's talk more about ranking, but let's try a different headline formula talking about
ranking and a small YouTube channel.
And then you find out this one doesn't work as well as the new one.
And so that's how you'll go down, figuring out what roadblocks should you be talking
about?
What results should you be talking about?
And really good copywriting is identic process.
Just like we talked about in key to success, number three.
And so you're going to use this split testing data to know what results to talk more about
and what roadblocks to talk more about.
So thank you so much for watching.
I sincerely hope you got some value out of this copywriting tutorial for beginners.
Make sure you comment below with any questions, because I do read and reply to every single
one and your questions and insights on copywriting is going to help others get started with their
copywriting and improving their sales and conversions.
So thank you so much for watching, hit that like button, subscribe for more deep dive
marketing videos, just like this one.
And until the next, keep building the business you love.