milliondollarcopywriter-1-45.pdf

1. MILLION DOLLAR
COPYWRITER
Whatsapp: +61 0424827245
Instagram: jimsdigitalmarketing
Youtube: jims digital marketing

2. First Goal of Copywriting
• Getting Leads & Getting Sales
• It doesn’t matter what people like, or what is pleasing to the eye.
• A copy that looks ”amazing” can perform poorly and a copy that looks
“boring” can perform amazingly.

3. Surveys Don’t Give Us Real Results
• Once asked, customers might say they actually LOVED the
advertisement or landing page. But have they bought?
• If they haven’t pulled out their credit card and bought the product or
service, their feedback is deceiving.
• That’s why customer feedback on copywriting should be avoided.

5. Become an Expert on the Product & Service
• This doesn’t mean you have to know everything on earth about
cookies before you are writing about cookie.
• This means you have enough information to effectively communicate
the cookie to the consumer.

6. How Do I Become an “expert”?
• Watch: 10 YouTube videos on the product or service at hand.
• Read: 100 Amazon reviews on similar products or 100 Google reviews
on similar services.
• Read: 200 Quaro questions and identify the most common questions.
• Go to: https://www.facebook.com/ads/library (Type in other brands
related to your product and see their ads) Or Google their brand on
google and analyze their Google ads.
• Check: 15-20 similar landing pages to your product and service.

7. Structure of a Copy
• Headline: Get attention and draw it to the subheadline.
• Subheadline: Further explain the headline.
• Photo: Illustrate the product fully.
• Copy: Convey the main selling message for your product.
• Paragraph headings: Break the copy into chunks and making the copy
less imposing.
• Price: Could be large or buried.
• CTA: Get them to take action.
• Logo: Display the name of the company.

11. Headline
• Self Interest
Ex: ”Boost your income”
• Curiosity
Ex: “New features of Ford Truck discovered.”
• News Element
Ex: “Lost: $35,000”
Every headline MUST include at least one of these 3.
Never try to be clever!

12. Headline Examples
A: “Here is one question you shouldn’t ask your wife.”
B: “You can laugh at money worries if you follow this simple plan.”
A: “How I saved myself from baldness.”
B: “How a strange accident saved me from baldness.”
B drove more sales in both examples. They combined self-interest and
curiosity.

13. Main Purpose of the Headline
• Your headline has to make them read the subheadline, otherwise, it is
a failed headline.
• If you don’t have a subheadline, your headline has to make them read
your first sentence.

14. First Sentence
• Make each sentence short BUT your first sentence should be even
shorter.
First sentence examples:
• Losing weight is not easy.
• It’s you against a computer.
• It’s easy.
• It had to happen.
• Hats off to IBM.

16. IMPORTANT
• Keep them short and almost incomplete. So they have to read to next
sentence.
• Never give benefits or features in the first sentence. The goal of the
first sentence is to get them to read the second sentence.
Pro Tip: Even in the third sentence you shouldn’t give benefits.

17. Get Them in a “YES” Train

18. Provide Questions Where the Answer is Yes
• The point, they say “no” to your question in your copy, they would
stop reading it.
• Because they are not your customer anymore.

20. WHY WE WANT TO HOOK THEM UPFRONT?
• If your reader reads more than 25% of your ad, there is a huge chance
they will read the entire ad.

21. Seeds of Curiosity
• At the end of every paragraph, put a very short sentence for the
reader to read the next paragraph.
Example of seeds of curiosity:
• But there’s more
• So read on
• But I didn’t stop here
• Let me explain
• Now here comes the good part

26. BIG IDEA
• Aka concept, USP, positioning.
• Find a unique feature of your product or service that explains itself in
one sentence.
• Even if you don’t have one unique feature! (The big idea can be
created).
• Don’t sell the product sell the big idea.

27. • Sometimes concepts naturally comes from the product.
Ex:

28. So, How Can You Inject a Concept into Your
Product?
Ex:
• If I am selling popcorns, there is no unique concept inherently. I can
market it as ”Netflix Popcorns” so I inject a concept into a boring
product, when people decide to watch Netflix, they will associate the
activity with my product.
• If I am selling a basic T-shirt with no extra unique value or a concept, I
can market it as a ”special t-shirt that fits perfectly and make your arms
look bigger and waist slimmer (Great example for this is True Classics)
https://www.youtube.com/watch?v=a4m7XwIaOyo&ab_channel=TrueCla
ssic)

29. Length of the Copy
• Price Points: Higher the price point, the longer copy is required to
justify the price. (Or lower price point but the credibility is low)
• Unusual Item: The more unusual the product, the more you need to
create a buying environment ➡️ The longer the copy should be to do
the explaining.
* Only way you can get away with a short copy, is using a lot of
products explaining the use of the product (It has to be lower price
point as well)

30. When the credibility is super high, you can get
away with short copy

31. Long Copy For Expensive Products or Low
Credibility but Cheap Product
• https://www.facebook.com/ads/library/?id=944130123672393
• https://www.facebook.com/ads/library/?id=1717203958735432
• https://www.facebook.com/ads/library/?id=753326182864313
• https://www.facebook.com/ads/library/?id=1451724388966973

32. Copy Should Be Very Personal
• Me ➡️ You
• HACK: Even if you are writing from the business (you generally use
“we”), instead use a name from your organization.
• Ex: President, staff, customer service rep etc.
• This allows you to use, “I” and “me”.

33. COPY & PASTE STRUCTURE (EXCLUDING
HEADLINE)
1. Interest & excitement
2. Drama
3. Why Different
4. How to operate
5. Unique features
6. Justify the purchase
7. Lasting value
8. Service (Guarantees)
9. CTA (Ask for order)

34. Anticipate Objections (EVERY SINGLE ONE)
• If they were face-to-face, they would ask their questions, when you
are writing, they can’t.
• And if there is any question they have and you don’t answer it in your
copy, you lost the sale!
• Answer every single possible objection.

35. 5 Principles of Editing
• Look for any “that” words. ”That” words can often be eliminated and
the meaning won’t change.
• Edit for rhythm. (Once you read your copy out loud there will be
some tongue twisters, take them out. Make it flow
• Consider combining sentence but don’t make it long.
• Eliminate unnecessary words: “the”, ”could”, “might”. If the meaning
don’t change, eliminate them.
• Eliminate phrases like: ”Finally, it is important to note that”,
“Fortunately or unfortunately as the case may be”

36. Commas
• Don’t use commas if you are not violating grammatical errors or if it’s
optional.
• Only use it if it is necessary for the meaning of the sentence.

38. Typeface
• Use “serif” not “sans serif”.
• Avoid exotic fonts.
• Serif is proven to have greater comprehension as opposed to the rest.

39. First Sentence
• Keep it short, easy to read.
• Goal is to get them to read the second, so you have to make it
interesting.
• Have to maintain interest.
• You have to create another compelling reason to cause your reader to
continue.
Second Sentence

40. Paragraph Headings
• The goal is to make the copy less intimidating.
• Thus, encourage the reader to read the whole copy.
• It can be something that is irrelevant to the paragraph underneath it.
They can have nothing to do selling or presenting to the product.
• It can be totally irrelevant.

41. Product Explanation
• Explain a complicated product in a simple way. Explain a simple
product in a complicated way.
• Always check if you have explained all of your features.
• Highlight features that make your product or service new and unique.
• It is different than product explanation. You must explain what makes
it different than other products in the market.
New Features

42. Technical Explanation
• This will build confidence in your prospect.
• Regardless of the product and service each ad can be enhanced with
technical explanation.
• This will create trust and credibility in the eyes of the customer.
• Have a technical explanation section where you use your industry
lingo and give super in-depth knowledge in the area.
• Don’t make all of your copy technical. This will make customers fade
away.

43. Anticipate Objections
• If you think your prospects might raise some objections when you are
describing a product, then raise the objections yourself.
• Often products that require installation concerns by customers.
Explain that in detail. Hiding will cost your customers.
• It is your opportunity to resolve them or offer alternative solutions to
your objections.
Resolve Objections

44. Gender
• Avoid any possible words offending to any genders. Specially women.
• Avoid big words. Make it clear, simple and short.
• The only exception to the rule is “technical explanation”.
Clarity

45. Chiches
• Avoid these cliches:
“It is too good to be true.”
“Here is the product the world has been waiting for.”
These cliches are used when there is nothing significant to say.