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