??????????'?? ?????????????????????? ?????????????? ???? ?? ?????????? ????????????????

??????????'?? ?????????????????????? ?????????????? ???? ?? ?????????? ????????????????

Dear Copycubs, as you progress on your copywriting journey, you might discover a personal process for putting copy together.

However, it helps to have and follow a proven and well-established structure at the beginning of your copy career.

And so below, I will quickly walk you through ??????????'?? ???????????? ?????????????????????? ??????????????.

???????? ??????: ???????????????? ???????? ????????????.

?????? ???? ???????? ?????????????????????? ???????????? ???????????? ???? ???????? ????? ?????? ???? ?????????? ???????? ???????????? ???? ????????? ???????? ???? ?????? ??????????'?? ???????? ??????????? ???????? ?????????? ???????? ?????????? ???? ??????????? ?????? ???? ???????? ???????? ?????????? ???????? ??????????????? W?????? ???????? ???? ?????????????????? ???????? ???????? ?????????? ????????????? ???????? ???????? ???? ???????????????? ???? ???????? ???????? ???????? ?????????? ?????????

And so forth. There are so many questions you could possibly ask at this point about your avatar. And this is the reason why RESEARCH is the longest and toughest part of being a copywriter.

However, at the end of the day, you are just trying to WEAR THE SKIN OF WHO YOU WANT TO SELL TO. This way, you can best persuade them to listen and buy from you.

???????? ??????: ???????? ???? ???????? ???????? ?????? ????????.

?????? ?????? ????????! According to many beginners, this is one of the most confusing concepts in copywriting they have ever come across. ??????????????, ???? ???? ?? ???????????? ???????????? ????????.

You see, over time your buyer after hearing and seeing so many commercial messages, starts to ignore similar adverts.

So if you write an ad and it even closely resembles what they have seen before, they will ignore it FAST (and they won't even bother to know what your copy is about).

And this because people are getting busier every day and their attention is becoming more difficult to capture.

So one solution to this problem is to come up with an idea that will easily seduce them without resistance. ??????'?? ?????????????? ???????? ?????? ???????? ???????? ?????????? ?? ???????????? ???????????????? ???? ?????? ?????????? ??????????????????.

A big idea is not about your headline. Coming up with the Big Idea is not coming up with the theme of your ad. The Big Idea is always "hooky" but hooks are not Big Ideas.

A Big Idea usually is ????????????????????, either in your market, in the society or in the product. It's the Major Selling Idea which your copy is trying to sell to your buyer. It is a new reason why they CANNOT resist buying your stuff. And so moving on to...

???????? ??????????: ???????? ???? ???????? ???????? ??????????.

What exactly do you want them to give you money for - and what are your conditions & incentives for the exchange? ?????? ???????? ???? ???????????? ???????? ??????????.

When people are moved by a piece of copy, they are convinced you are selling a solution to their problem. But that solution has to be contained in a more PHYSICAL form (be it a product or service) in order for the benefits to be transmitted to them.

So you have to go on and write down exactly what product they are going to buy, how they will go about ordering for it, how they will receive "the package", the guarantee you are making them, every benefit coming out of your product and so on. And then...

???????? ????????: ???????? ???? ???????? ???????? ???????????????? ?????? ???????? ????????.

It is at this point and ONLY AT THIS POINT (according to the Agora process) that you come up with a headline.

Now I've heard many copywriters swear that the best practice is to come up with lots of headlines (I mean LOTS - like 15 to 50 or more headlines).

And yes even I do the same. However I've also discovered as you get good at this, you can pretty much whip up a good headline without thinking too hard about it.

Sometimes the best headlines are already there, coming from the most outstanding part of your Big Idea or your product's performance. Nonetheless, come up with your headline.

And then your Lead - your lead being the first 1 to 3 paragraphs (or more) of your copy that introduces the Big Idea, that bribes the reader to keep reading and naturally leads them into your product introduction.

If readers can't be hooked by your headline and your lead, then they won't likely read your copy. Because these two things give them the context they need to build interest and desire.

???????? ????????: ?????? ?????? ???? ???????? ????????????????????????.

It's easy to understand. Copyboarding is what you will use to construct the body of your copy.

And to do it, first you just come up with as many questions or objections as you think your reader will have. Write down as many as possible, preferably on index cards.

Then rearrange them all in a logical order that makes the best argumentative sense - in a way that flows sensibly from one point to the other without confusing the buyer.

Then for every claim, make sure you have at least 3 proof elements. It'll probably take you a while to get used to this copyboarding process. So Google "copyboarding" after reading this post and you'll find something there. ?? ??????????????.

???????? ??????/?????????? ????????: ?????????? ???????? ?????????? ??????????.

At this point, you knock out your first draft. And then afterward, as Bond Halbert will always say, "?????? ???????? ???????? ????????". And this means give it a few days rest and then come back to read it again for corrections and editing.

From this point on, your business mostly has to do with editing. And once you're done, your copy is ready to serve and ready to make some $$$.

(?????? ???????? ???????????? ????????).

Understand that just because you follow a proven structure like this DOES NOT MEAN you must have a winning copy. The last secret step is to have the mindset of ????????, ????????, ????????.

Adopt the mindset that you are going out to TEST your copy - NOT going out to prove you can write copy or not. This is so if your copy fails, you don't attack yourself for being a failure. No.

You simply take the copy, go back to the ''copyboard" and then make your corrections.

Probably your assessment of the prospects' pain point was wrong. Probably your Big Idea wasn't so big after all. Or probably you had a bad offer. Or probably there was ONE VITAL piece of objection which was so important that missing it ended up costing you a lot of sales.

????????, ????????, ????????. Keep that mindset at all times.

#Copywriter #Writingskills