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Copywriting simply means writing to sell something to the reader, no matter how you do that. At the end of the day the question will be how many sales came from this copy? What makes a Good Copywriter different from an average copywriter? A good copywriter always writes to drive sales. An average copywriter writes for their bosses what makes their bosses happy after reading them write those words. Remember one basic thing in Copywriting, write somewhere for whom you are writing. Then write Don’t worry i will guide you here for everything how you can write a copy that brings sales.

Research Process in Copywriting

Copywriting is all about 80% research which helps you in writing your 20% copy and bring 100% results. Research is most valuable.

1. Product Research

i) Product: Gather data about physical products like Facts & Features of your product, Benefits & USP. Make 3 columns like this.

ii) The ideal client: there are two ways of knowing this first if your product has customers already. Gather data of your existing top 15 customers.?

If you don’t have the data then gather this data below. (Remember now when you don’t have customers already conduct Competitor and Market research first before filling this data)

iii) The existing brand: what kind of image you want to establish in the eyes of your customers when they use the product. And what kind of authority your product is coming with, what problem does it solve? a) Does the public image of the existing brand align with the ideal client? b) What aspects of the business (or individual client) could be viewed as a reason to trust on your product’s expertise?

In short, the Product Research process is not for your customers, it's actually for you because when you fill all these boxes you become an expert of your product.?

2. Competitor Research

Finding your product’s competitors, the best way of finding your competitor is to act like someone who needs the product you want to sell. i) Set up new accounts on Facebook, Google, YouTube, Reddit, Quora.?

ii) Search terms similar to the concerns of your ideal client.?

iii) Click into as many ads that focus around the area of your product as possible

iv) Highlight competitors who sell a similar product or who sell the same audience

Fill this form above to master the competitor’s product’s knowledge. What’s the idea? behind your competitor's product?

i) What’s their USP

ii) What’s the pain point of their customers they are covering?

iii) What’s the desire of their customers they are fulfilling?

iv) What’s their Social media status, which platforms are they on? What kind of ads do they run? Check their Linkedin page to find this.

v) For what things they get praised for and what are the complaints of people from them?

Additionally, On reddit you can make discussions like a customer of your product. Ask people in comments what they are liking in your competitor's product? What is the gap in the market your Competitor is not fulfilling? Find this.

3. Market Research

Discover what your audience actually wants. Buy following these tactics.

i) Existing Audience Data

ii) Facebook Groups

iii) Facebook Ad Library

iv) Reddit (relevant Subreddits)

v) YouTube videos

vi) Amazon listing and reviews

vii) online forums (and other social media)

viii) freely

xi) Quora etc.

Two biggest methods used to do market research.

VOC Data= Voice of Customers

Listening to the customers voice what they actually want. This is done by asking your friends, family, and one to one survey. But many times this is not ideal because people don't say publicly what they actually want.

IVOC Data= Indirect Voice of Customers

This is the most efficient way to know what your audience actually wants. In this people privately answer the questions. eg. Through social media and most famous YouTube survey’s as an ad, etc.

What Questions to ask for Recording IVOC Data?

Pains & fears- problems that require solutions, and your customers worried about these problems.

Objections- Issues your customers have with current solutions of that problem.

Desires- Any desire of the Customers what they want and their necessity.

Firm Beliefs- Opinions that your customer believes are 100% right to them.

Shakable Beliefs- Opinions that is true but your customers don't wants it to be true (difficult category)

Other- anything useful else but not fall in upper categories

Common words/phrases- words or phrases mostly used by your customers when they are expressing their problems.

The Final Research Steps

??~ Rank the IVOC Summaries by, most people suggested, and how deeply people want the solution.

??~ Match each summary to a corresponding benefit (if possible) from your benefit list.

??~ know what your product can do and what it can not do, decide to pick your one idea...

How important is Research?

Now you know your product better than manufacturers. Which will prepares you better than your competitors.

Deep meaningful research is the most powerful tool for a copywriter.

Now you cross the 80% work you have to do in Copywriting. The Research. Now let’s go to how to convert those researches into master salescopy.

How to Write an Effective Sales copy?

STEP 1= Laying out RIOA

One reader: Make a single Reader persona very very specific how that person will be.

One idea: What is the one main benefit the reader gets from taking action & what makes this benefit possible.

One offer: What I am taking from my customer and what am I giving to my customer?

One action: One action per page. Many people say the more CTA buttons the more clicks you get. Simply saying they all speak bullshit. This is my personal experience as a customer. A single CTA always attracts me to a sales copy because I feel less that someone is trying to force me for something.

STEP 2: Use your one idea as your starting point to connect with the emotional decision.

You have presented that one idea, now prove it

i) gather all IVOC Summaries and their benefits you have identified in your research that is relevant to that one idea.

ii) gather all the objections you have identified in your research that your reader has to your one idea.

iii) order them by their relevance to the previous point, ask which should relate to your previous point best.

Ask 5 Subconscious Questions and whether your one reader will be able to answer all of them to your messaging hierarchy.

5 Subconscious Questions to Ask Yourself after writing your Copy as a Customer. Or if you find this difficult because you have written this copy so you can be biassed for your hard work also. So give it to some other person and tell them to ask these questions from them after reading your copy.

i) How is this relevant to me.., (high imp.)

ii) Why shouldn't i categories this as something i already know.., (does your copy have something new for the reader)

iii) Do I understand the benefits I will stand to gain.., (does your copy states benefit for your product for customers.)

iv) do I understand how those benefits will be delivered (how the product's benefits help the customer.) Eg. This product will help you make quick decisions, "but how???"

v) Do I trust the person/business talking to me.., (Trust and relationships are the big essentials of the business)

STEP-3: Split Drafting

Divide your copy into small sections of the messaging hierarchy step by step, which gives more clarity to every section and focuses one by one.

As long as you know what you need to write it doesn't matter how you do it.

How to Write The Core Copywriting Structure?

Hook/Promise: Hooking is most important the first impression of your copy. If the reader didn’t stick here no matter how good the rest of the copy is.

Objection fighting: The body is like you are talking from the brain of the reader. The objections he/she have. As the objection one by one clears your copy builds authority and trust to the reader.

CTA (Call to Action): That one Call to Action at the End you can play a lot with it. Like with CTA there is a timer of this offer that creates an urgency (if you are offering something the reader will never get anywhere).

THE LEAD (most imp. part of copy)

???~? responsible for hooking the reader

???~ This is where the emotional decision happens

???~ Reader's first point of contact with your copy should be entirely relevant to their strongest conscious desire. This is where you have to refined your one idea

???~ It could be a single headline and it could be 500 words.

???~ will change depending on your one reader's stage of awareness

What do your headlines need to do..?

???~ grab one readers attention

???~ get them to read the next line

???~ set relevant expectations for what comes next

The 4 U's- A simple way to check your headline

Is your headline:

?1. Useful? How does it help the reader?

?2. Urgent? How does it encourage them to read on right now?

?3. Unique? How does it differ from what they have seen before?

?4. Ultra specific? How does it prove the copy has specific details?

If completely stuck, you can always turn to the 4 U's for inspiration. The end of the lead comes when the reader has decided they want to be convinced of what you have said/implied.

THE BODY

Body copy= objections fighting, if your one idea is strong enough then fighting existing objection is all you have to do.

There is nothing wrong with including other messages, but...

??????~ Be linked to and supports the one idea

??????~ fight against specific objections that one reader will raise

The 4 OCPB - Simple way to check the body is going in right direction

??~ Objections= acknowledge readers specific objections.

??~ Claim= answer the objections.

??~ Proof= provide evidence for your claim.

??~ Benefits= show them what the claim would mean to them.

THE CLOSE

???~ Lay out the offer in a clear and compelling way

???~ Ask for the one action directly

Achieving these will do the following:

???~ Makes the one idea more achievable in the eyes of prospects

???~ Lays out the exact expectations they should have

???~ Creates a sense of urgency to encourage immediate action

How to Edit the copy: 2 Editing techniques you need in copywriting

1. CUB Method

The 3 Killers of a good sales copy & How to fix it?

?????- Confusing copy: Simplify it.

?????- Unbelievable copy: Prove the trust

?????- Boring copy: Make relevant

?2. SWAPI- So What [AND] Prove it '

?????~ So What? - Is this line doing anything for the readers

?????~ Prove it - Have I given the reader a reason to believe me on this?

3. Grammar and punctuation in Copy.

?????~ Build a momentum and tap into readers natural curiosity.

?????~ Capitalise to Emphasise not to be grammatically correct. You non need to push for heavy grammar words or grammatical corrections always.?

?????~ avoid commas where possible because people don't know how to use them.

?????~ the rule above goes double for sub clauses- use simple sentences instead.

?????~ it's true that the length of copy shouldn't matter however make your copy look short at a glance... try to avoid more than 3 to 5 lines per paragraph

?????~ read copy out loud to check it- It should read like someone could speak it

?????~ use contractions unless you're trying to emphasise something (you're vs. you are)

?????~ ABSOLUTELY start sentences with conjunctions if it sounds right

?????~ avoid humour.

?????~ A or An comes down to the next sound, not the next letter

The Final Stretch: A/B Testing (Split testing)

Test screams, not whispers: This is the only real way to judge the effectiveness of your copy.

Best things to split tests

~ One idea

~ Headline and lead

~ Page Structure

~ Hero Section Layout

~ Transactional Forms

~ Offer Layout

How to Improve your copywriting skills in the longer term.

~ 30 minutes of reading hand-copying.

~ 30 minutes of analysing and annotating good copy a day.

~? 30 minutes reading a copy writing development book A-day like.

??????? Scientific Advertising

??????? Alchemy

??????? 16 word sales letter

??????? copy logic

~? Daily consumption of news and articles from at least 4 widely different media companies.

~? Weekly review of "Direct Response fundamentals" notes.

~? Collect and re-read maxim's regularly (save ideas- and review them).

~? Stay curious, stay empathetic.

Summary in brief:

~ Most marketing underperforms because copywriters are asked to write for the company not for prospects

~ Creativity and entertainment not equals to sales

~ The diff b/w direct & indirect response of copywriting is come down to action

~ Copy that aims for conversion should focus on direct response of advertising

~ Your copies purpose is to connect your product to your prospects conscious dominanting desire using only your advertising message

~ Nobody wants to read a sales copy so you need to make the first contact relevant and intrigued for your prospect

~ Decision making is based on emotions that is felt immediately

~ Logic anything that seems relevant but is not or an objective rationale view, is secondary when making decision, and your prospects brain will post rationalise what they already want to believe

~ Empathy is an important key for becoming a good copywriter

~ The stages of awareness guides, how you write your copy and what point you meet your prospect

~ RIOA will make your copy focused and ensure your target audience attracted to it

~ Good research is the foundation of an effective copy

~ Direct market research can be famously unreliable only IVOC data is trusted because it allows prospects to see themselves to your copy

~ The Sticky Research Process gives you a better understanding your prospects competitors and market than any other competitor in the market

~ 5 Subconscious Questions the prospects needs to answer in order to take action

~ Laying out RIOA will keep your copy on track and ensure who you are writing for, what they wants, how you will give it to them and what they should do

~ Shorter writing doesn't equal to better copy.., we simply need to understand how to manage attention with relevance and intrigue

~ Controlling your prospects attention means taking them down, a single linear path

~ Their is no One copywriter formula that is right in every scenario

~ A messaging hierarchy will cure blank page syndrome by using your research to show you what your prospects needs to hear

~ Split Drafting gives you a in depth look at what you actually need to write

~ Two key techniques to upgrading copies are IVOC adaptation and dimensionalisation ( showing the reader that you understand them and making your messages look more real to them

~ Almost every copywriting structure follow a structure of= Hook/Promise, objection fighting, CTA (Personified as The Lead, Body and close)

~ The lead is where you need to make your reader to take an emotional decision ( A good lead is the most imp. Part of your copy)

~ Headlines should grab attention,? get them to read the next line, and set a relevant expectations of what's to come

~ Your body copy should support the one idea, set out your lead by fighting every objections your reader likely to have

~ OCPB is the best formula for fighting the reader objections

~ The close should establish your exact offer and ask for action directly, make sure your prospect knows what to expect and how did he get it.

~ The CUB Method allows others to helps you catch any copy that's Confusing, Unbelievable, or boring

~ SWAPI (So what & prove it) will force you to justify each line of your copy, ensuring, its always working towards your objective

~ proper punctuation and grammer doesn't needs your writer should understand whaf you wants to convey and doesn't fond the source of less credible

~ Split A/B Testing is the only way to judge copies effectiveness but its always better to loudly read your copy

~ Copywriting can't take place in isolation, you should always ensure the entire marketing test is happening in unison

~ Like any craft the only way to better in copywriting skill is to hone your skills...