November 28th, 2022 Training

Copywriting Basics for Successful Sales by Jack Zerby on SkillShare

What is copywriting? Salesmanship in print, creating emotion that leads to action. There is logic, a science. Must relate, not impress

Write to someone specific, not for an entire demographic (use personas)

Use a framework

Who is the star? What is the story? What is the solution?

    AIDA: Attention, Interest, Desire, Action

    Problem, Agitate, Solution (I dislike the name of this one :/)

    Feel, Felt, Found (common in sales)

Framework Principles

Tension (aka Information Gap) – space between what you know and what you want to know, you are offered something that connects you to your ideal self

Rule of three – we like patterns, rhythm

Counterintuitive reasoning (pattern interrupts) – subverting someone’s expectations in a way that catches their interest

Rewrite your content with your framework in mind

In your headlines (the first thing someone will see) be clear! Then be brief

Consider your purpose

Test, test, test

Features (what a product does) vs Benefits (what does the product mean to you)

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.” – Blair Warren