Ultimate Copywriting Course
Welcome to part one of your journey to becoming an asset to damn near
anyone in advertising.
This is Legacy Ads for Utopia.
The first place we are going to begin is with the fundamentals.
Psychology Fundamentals
If you’re brand new to the Ecom game and you really want to make yourself
competitive when it comes to landing some freelance work
or even a job at an agency
boutique or mainstream - you’ll need to know these base skills to succeed.
In a future course we will break down all of the basics for FB manager, but for
this course’s main purpose, we will be focused on the copy writing and building
aspects for Facebook.
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Part 1: Understanding The Human Mind
We are going to dive into the important aspects of the human mind
and how these principles are applied to our process every day.
For this section, we’ll be going over fundamental Marketing Psychology - if
you skip this or don’t take this seriously - you will have a very hard time
being a top copywriter.
Let me make that clear if you don’t learn and apply these principles your
ads will be text and creatives, not money-making messages.
Understand the Buyer:
- 5 Stages of Awareness
The 5 Stages of Awareness were created by Eugene Schwartz, and essentially,
they are a modern-day Marketing Funnel.
The Most Aware:
Your prospect knows your product, and only
needs to know “the deal.”
Product-Aware:
Your prospect knows what you sell, but isn’t
sure it’s right for him.
Solution-Aware:
Your prospect knows the result he wants, but
not that your product provides it.
Problem-Aware:
Your prospect senses he has a problem, but
doesn’t know there’s a solution.
Completely
Unaware:
No knowledge of anything except, perhaps, his
own identity or opinion.
Knowing where your audience lies within these five stages sets the tone for
your copy and how you will speak to someone who would want to buy what
you’re offering.
Some demographics know exactly what they want & some didn’t even know
they had a desire for your product in the first place.
How do you know where the awareness of your specific audience exists?
Reviews, Blogs, Threads, Comments & Customer Surveys.
Some are easier to find than others, but most will take digging to find.
The principle of 80/20 exists in your copywriting process.
You will spend 80% of your time researching and 20% writing.
Don’t forget that.
There are over 200 Cognitive Biases and we want to go through 25 of them with you
to help you create a stronger basis for writing badass conversion copy.
Cognitive Biases:
What are they & why do we all have them? These are absolutely essential to
understand when selling. I'll be going over several definitions and how we can use
them.
Let's start with the First Bias - Reward/Punishment:
Though it seems obvious, incentives/disincentives have an incredible amount of
power over what someone will/will not do.
If there were no incentives to building out this online business, would you still be
doing it?
In our Copy:
-How can we incentivize someone to go with our product.
-How can we disincentivize our competition and de-platform what we are selling in a
way that would become a NO BRAINER for our customers?
-We will use Angle Creation later in this course to reach different pockets of your
audience.
Bias 2: Liking/Loving
People who like/love your company tend to disregard the faults or problems your
company may have. They will go as far as to distort reality to accept what you're
putting out. You'll see this with brands like Apple and Nike.
How do we utilize this?
In building your brand/service you must go the extra mile to be the best in one
particular area.
Customer Service, Product Quality, Uniqueness, Responsiveness, Innovation and use
those areas to dig deep into the psyche of your 5%. Those 5% loyalists will become
die-hards.
They'll engage higher, share more, and most of all utilize word of mouth to spread
your brand to every living soul who will hear them out. The LTV of that 5% is essential
to your business's survival in the coming decades.
Make them love you - write personal letters, send gifts, be reachable and interact.
Bias 3: Disliking/Hating
Trump is a good example to use here. Most people are polarized by him. Once
someone hates something/someone, the mere association will repulse them.
Quoted by Urban Dictionary:
TOP DEFINITION:
Donald Trump
-a massive fucking dumbass.
Don't be hated.
This one is utilized DAILY. *Polarizing* can be invaluable to grab attention, stop the
scroll, create an affirmation, and differentiate your copy from the feed.
"DON'T CONSIDER YOURSELF A COPYWRITER IF YOU DON'T USE THIS PIVOTAL
SELLING TECHNIQUE."
If I were to read that statement, I might be a little turned off.
But that's my personality type.
We need to remember there are tons and tons of different personalities,
even within the same targeted audience.
So when considering polarization, don't push people to hate you.
Gently poke the ego and make them affirmative, agreeable, and overall, use
language that would make them favor you, over hating you.
Ever notice most bad Yelp reviews are people who will go out of their way to hurt
those businesses? Hatred is dangerous to your longevity.
Bias 4 - Doubt-Avoidance Tendency
Have you ever been duped by a generic countdown timer? A lot of people have. If
you have seconds to make a decision you will rationalize your decision by removing
any doubt you might have.
That ill-decision is the doubt-avoidance tendency.
Initially, I would say this isn't something you want to use all the time because
ethically, you're pushing people into the sale, and you wouldn't want to cause buyers
remorse.
A way that you can use this in your favor though,
Address and appreciate a well-educated decision from the prospect in your copy...
After all, what you're selling is quality, right?
Don't force them into a purchase too soon. Don't be pushy. Don't sell quickly.
Prove that what you're selling is worth an educated decision.
Obviously, fly by night's won't work here. Shit products won't work here.
High ticket works here. $600+ offers work here.
Bias 5: Inconsistency-Avoidance Tendency
This one is INCREDIBLY INTRIGUING.
This is the reason diets/fads don't work. The reason that people won't try new things.
& the reason that 95% of our friends and family won't be as successful as we are.
This is a fatal flaw in modernity.
Knowing that most are unwilling to change, is how we gain an advantage through
sheer willpower and willingness to learn new skills and adapt to the damn near
impossible to form habits that shape us into the absolute fucking beasts that we are.
We utilize this in our copy through the understanding that people will typically
become agreeable if we can touch on all of their pain points and compound their
affirmations sentence after sentence.
The more YES'S you get, the more valuable your offer becomes to them.
🔑
Bias 6: Curiosity Tendency
One of the driving forces behind our progression as human beings. Curiosity is a
beautiful thing and I can guarantee all of you here reading this have developed
immensely thanks to your innate curiosity and willingness to ask questions.
Curiosity is pivotal to my success in damn near every ad I write.
I pique interest. I drip-feed.
I set a trail of well-curated problem-solving scrumptious crumbs that activate the
salivary glands.
You can't help but read more.
Why is this so effective? I'll show you how.
👇
...
.
.
.
.
.
If you kept reading then your curiosity bias was at work, and that's all your job should
be.
Get your prospect to read sentence after sentence.
This bias is your best friend.
Just like Kings Cup, being the question master is always the most fun.
Bias 7: Kantian Fairness Tendency
This is the principle of fairness amongst men. This is where Karma, Altruism, and
perceived selflessness stem from.
Without getting too philosophical, Kant basically stated that there are golden rules,
and if followed by all, the surrounding system would work best for all, not just some.
Of course, we do these things in daily life. Like taking the trash out for your
roommates and rationalizing that they'd do the same for you, letting a car in on the
road, and believing that someone will do the same for you in the future.
In everyday life and within this business we can recognize this as the 'reciprocity bias'.
👇
EX:
Send your prospect through a logic quiz.
They finish the quiz, you educated them about a subject they're interested in,
tailored a single product to that pain point, and they purchase because they want to
reciprocate the effort you put into their unique experience.
Finito
Bias 8 - Envy/Jealousy
Hard wired from our start, envy can be a powerful tool if utilized properly. For
marketing, we can utilize the envy of our product and what it is doing for someone
else of the same class.
Structure your copy something like this:
"Why isn't the prospect already using it? Someone else already is, and they're
achieving x,y, & z because of it. Don't be the only person left without it, you can easily
have it yourself. There's plenty to go around."
Bias 9 - Reciprocity
This is a beautiful element of our evolution and something that is deeply ingrained in
our psyche.
All business aside, if you give, you plant a little seed of reciprocity in the mind of the
receiver. That seed grows into the thought of reciprocation.
Business-wise you can do this by surveying people and giving them a discount at the
end. You can get extremely creative with reciprocity.
Bias 10: Influence by mere association.
If you had close ties to someone important, desirable, or sought after the mere
association you have with that individual creates an attraction.
Just because someone is closely associated doesn't always mean they're at the same
level.
Bias 11: Pain Avoidance/Psychological Denial
We like to distort facts to favor our own views. This is dangerous for a couple of
reasons but what we're focused on here is how we can use this in our favor.
Very provocative headlines are key here...
Using agreeable or controversial statements that polarize will make readers stop
their scroll, or even take the time to read your entire ad. Find out what facts people
like to distort, and implement that as your anchor.
Then build your body copy around their distorted reality.
Bias 12: Excessive Self-Regard Tendency
Most everyone makes the mistake of being 'special' or above average.
Some individuals really are, some are stuck in a fantasy, but regardless,
overconfidence is a human tendency worth exploiting.
In our copy
Paint the perfect picture of the overachiever that the individual believes they are.
Again, it's about making the reader agreeable.
Feed the ego and you will be repaid in sales.
An example we wrote for a Lash Company:
👇
"Are you Lowkey? That subtle kind of sexy?
✈️
We knew it, and we made these just for you. 😉
That *I get ready for a select few* type of fly?
• BENEFIT
• BENEFIT
• BENEFIT
We’d be lying if we didn’t say you’re the one 'she' needs to worry about now…"
Bias 13: Over-Optimism Tendency
Speaks for itself.
We make overzealous goals and forget that we must EXECUTE at the end of the day.
An optimistic attitude is a benefit in my mind personally, but I also work to execute
what needs to be done in order to realize that extreme goal.
In the wild you will see this as a reason a lot of courses sell – they guarantee that you
will be a success, an expert, a this or that within a certain time frame.
When a human being has momentum, it makes it extremely hard for them to
discern how long they will need to stay motivated to complete something.
That’s why 97% of you won’t even finish reading this course. Here’s a fun little
experiment. If you got to this point tag me on Twitter with the phrase: I am the 3%
I will give you a shoutout for your dedication.
Bias 14: Deprival Superreaction Tendency
In laments terms, people strongly prefer avoiding loss to acquiring gains.
Very easy way to use this:
Pitch what the prospect could be LOSING vs what they could be GAINING.
Bias 15: Social Proof Tendency
Widely used by every marketer on the planet, social proof is the tendency to behave
as others do In a social setting.
In marketing, we use this to show that a product/service is worthwhile because peers
are using it. Trust is built with the SPT.
Bias 16: Contrast-Misreaction Tendency
This one has to do with our inconsistent ability to measure and compare the
magnitude of a decision.
Businesses use this to get customers to buy something at an average price because
they’ll inflate the price initially, and make the buyer feel unique and important by
‘dropping’ the price for them as if it were something special.
When the buyer doesn’t do any research ahead of time, then they lose out to the
contrast mis-reaction tendency.
Bias 17: Stress-Influence Tendency
This one is just as it’s named, stress has a heavy influence on decision-making, and
when it comes to marketing, we want those decisions to come quick, and we can
influence that by inducing good stress. Offering amazing deals with a time cap, and
other creative strategies utilizing a combination of offer + time + uniqueness.
Market sophistication will most likely lead to clever innovations to marketing tactics
as the industry of e-commerce continues to grow.
Bias 18: Availability-Misweighing Tendency
Human beings are limited to make decisions based upon WHAT is available to them
at that moment. The saying, ’you don’t know, what you don’t know.’ rings very true
with this tendency.
There are very few people who will do more research to find the very best solution for
what they need and will go with what they know, remember or see very often.
In knowing that, use this tendency to build incredible brands that become very easy
for people to familiarize themselves with and even if you don’t provide the BEST
solution for them, it will be the one they choose.
Bias 19: Use-It-Or-Lose-It Tendency
Seek long-term asset-building rather than short-term cramping in order to create a
longer-lasting skill set and one that comes back faster when refreshed.
This is more for us as individuals in this business, but certainly, something that can
be utilized for the rest of our lives as marketers.
Practice essential skills daily.
Bias 20: Drug-Misinfluence Tendency
Something we all do as human beings is disassociate from reality and a drug can
take on more forms than something physically consumed.
Sugar, coffee, video games, and substance abuse are inhibiting us because we can
become disillusioned from our very purpose,
and as human beings, we have a tendency to supplement our losses with these
drugs.
Have the mental fortitude to fight these urges and you can come out on top.
Bias 21: Senescence-Misinfluence Tendency
As we age we lose certain abilities and wisdom, so it is natural to have cognitive
decay over the years. The counter to slow these losses is to remain sharp throughout
our aging years and continue to grow.
It is unknown to you, though, the RATE at which your cognitive function will decay.
You can only counter this by practicing skills you want to hold into your old age for
the rest of your life.
Bias 22: Authority-Misinfluence Tendency
Blindly following orders is something we fall victim to in most of our society because
of this Authority Misinfluence tendency.
As we evolve and become more sophisticated as a society this idea of leadership and
follower will evolve, because we realize not all of those who lead are well suited for
that position of authority.
Always question and test your authoritative figures.
Bias 23: Twaddle Tendency
The tendency to spend time on nonsense, or nothing important. We put a lot of
emphasis on fickle or petty things that don’t help us progress, and will ultimately
hurt our overall character.
Bias 24: Reason-Respecting Tendency
This is where people want the answers to something but don't care to know the
background information or reasoning to gain a better understanding. ... The better
we understand worldly affairs, the sharper our decision making is.
Bias 25: Lollapalooza Tendency
This is when a soup of tendencies is being utilized at the same time, and they can
either work in your favor or work against you.
This is one that could use a little example to explain.
Munger used open outcry auctions as an example of the Lollapalooza effect.
Participants are pushed to bid by reciprocity (“I should buy because I was invited to
the auction”),
consistency (“I have been on record saying that I like this so I must buy it”),
commitment tendency (“I am already bidding so I must continue”),
and social proof (“I know that buying is good because my peers are doing it”).
Study these different cognitive biases and put them to good use in your sales,
copywriting, and overall life in general!
Angle Creation utilizing the 8 Life Forces:
Now when it comes to angle creation, this is where you can really defeat writer’s
block, and always have a way to exploit your customer’s desires in your writing.
These are the core drivers of us as human beings.
The things we really need to feel and be happy, at our deepest level.
This is where the ego lives, so remember, if your ad isn’t targeting one of these 8 core
life forces, you’re just throwing ad spend away!
The 8 Life Forces are
Survival, enjoyment of life, life extension.
Enjoyment of food and beverages.
Freedom from fear, pain, and danger.
Sexual companionship.
Comfortable living conditions.
To be superior, winning, keeping up with the Joneses.
Care and protection of loved ones.
Social approval.
Mix these with the 9 Secondary Wants
To be informed.
Curiosity.
Cleanliness of body and surroundings.
Efficiency.
Convenience.
Dependability/quality.
Expression of beauty and style.
Economy/Profit.
Bargains.
You can make endless combinations with these to target specific individuals in your
copy.
Take and mix one or more of these to create an angle that speaks to one particular
archetype!
-Marketing Triad
The Marketing Triad is how we go about creating *benefits* for the products
we are selling.
The formula goes like this:
Human Tendencies + Environment = Role
Human tendencies are things like cognitive biases, your instinct, and the 8 life
forces.
The Environment is just that, the exact thing that your potential customer
grew up with, their location, financial status, friends, family, and network.
Their role is then formed by what they would like to be known for or by… That’s
where your product fits in.
You pin yourself as the product they need to achieve their most innate Desires,
and their Belief System, both based upon those human tendencies and
environment.
This will come in handy for you when you are looking to learn about the
customer base for your own brand or the brand you’re selling for.
___________________________________________________________________________
Part 2: Understanding The Product & The Customer
Fundamentally understanding what you’re selling and where it fits within the
market is going to drive you forward with this position.
If you can clearly demonstrate where your product solves a problem, then you’re at a
good level of understanding.
If your customer doesn’t understand what you are, or what you’re trying to sell them,
that doesn’t necessarily mean that they don’t need it.
They just need to be guided in the right direction.
The most important aspect to take advantage of with your customers is where they
lie along the 5 Stages of Awareness.
As a Media Builder, you’ll be the bridge between your product and the ads your
customers are going to be seeing.
You’ll know how to navigate the psychological elements it takes to make copy and
creative matches that can reach a broad but psychologically targeted audience.
^^ These two ads absolutely crushed - we narrowed down our audience We understood their awareness, and made copy that visually matched what the
consumer was seeing.
Your ads will be well calculated and thought out as you begin to write and use your
judgment for the kind of creatives you think should be served.
Testing is going to take the shape of multiple ad types, and writing styles.
Some of the styles we will cover in this section will be Statics, GIF’s, Videos, Slide
Shows, Animations & Carousels.
When it comes to writing, we test four different methods but the original core is
called RLS - Review - Short - Long. We have also created a Mid-Length Format that
we consider Hybrid.
As most of you a probably familiar with, it’s important to give the machine different
kinds of content for people to digest. (Side note - FB still loves NEW so do the most
to create a consistent repository of copy.)
Some age/demographics like statics, some like videos, others like long-form copy,
short form, or social proof from reviews.
We are all different, and that’s why diversifying your ads, just as you would with your
stock portfolio is pivotal to your success.
RLS refers to using a review, short-form copy, and long-form copy within your ad set.
Again, it’s about variation and letting the results speak for themselves.
Find the style that’s working, and tweak one aspect at a time.
Even if Facebook says to keep your ads short and to the point,
we have conflicting data showing that long-form ( and even mid-form ‘4-7
sentences’) can be very effective for the ads.
To start, you’re going to do a lot of review research.
You need to make sure that you’re taking note of all of the different aspects of the
consumers verbatim - or the cadence of their speech.
Anything that they use as a descriptor in your product can become ammunition for
you as you’re writing.
Make a copy of this sheet as a way to utilize a copy repository:
For Review Ads, you can use this Format:
EX:
It's true... the perfect present does exist.
🎄
“Fits perfectly. Warm without being bulky."
"Well made. Material is dense, not fluffy. Zipper chest pocket is a bonus. Bought it during the
winter in the northeast US and have worn it over a merino t-shirt most days since it arrived.”
-Peter D.
Formula = Strong opening statement + Strong customer review
Or
"A cut above!"
"Love this belt. It is a throwback to the way things were made in the past. Quality material,
quality workmanship, and pride in the product. Although this belt will probably last many, many
years, I’m going to buy another one. Just to have multiple colors."
-Kraig B.
Using the raw review with the original text is exactly the attention grabber that
people are looking for most of the time.
__________________________________________________________________________________
The Hybrid format would look something like this:
IT’S TRUE… we all have different skincare needs.
So why would we treat our skin to the same old routines?
Check out what Jennie had to say about how the Chaga Set helped her skin:
“This product is AMAZING!!!”
“I have super dry skin in the winter that seems to just suck up any type of moisturizer yet never
feels hydrated. My mom bought me the Chaga Face Cream and I am in love! Not only do I not
have to slather it on (a little goes a long way)I don’t need to keep reapplying all day long. It’s
non-greasy and my overly sensitive skin wasn’t bothered by it. My skin looks and feels healthier,
brighter, and has no dry spots at all. And the smell is AMAZING! It has almost a light fruity type of
smell that’s not too strong. I recommend to anyone and everyone. It works wonders on my
daughter’s eczema! Thank you Rad!” - Jennie B. (NY)
Find out why everyone is loving this set for skincare from head to toe.
👇
Formula = Three to four quick statements. Usually asking a question, gaining some
intrigue, polarizing the audience, and providing social proof.
That leads straight into the review, and we finish with curiosity bias in an easily
digestible format.
_____________________________________________________________________________________
Short From can be a variance of things that make up a either a quick gut punch, or a
flare of benefits that deliver the message very straight forward for the prospect.
Anywhere from 3 - 5 sentences should be the sweet spot for short form.
Here are a few examples:
Vibe Check…
✔️ Fresh Sheets
✔️ Prime LED’s
✔️ Cloud Projector
✔️ Good Company
Easy dub with Lit Lights - Click the link and find out why 1,000’s are keeping their vibe in check
with Lit Lights.
✌️
OR
You’ll be over the moon when you try our Moonrock Sampler pack.
✔️ Lavishing lather, with black currant and activated charcoal for a flawless complexion.
✔️ Rich Rad body butter, Cocoa butter, and Kokum butter for rejuvenating skin and locking in
moisture all winter long.
✔️ A luscious roll-on that will keep you smelling incredible throughout your day.
Find out why everyone is using Rad Soap this Winter Season!
_____________________________________________________________________________________________________
Long Form is where you can get a little more story driven, more brand involved, and
pull from the most of your creative abilities.
When you begin writing long form for DR ads you’re going to want to speak to the
emotions of your audience, hence the story telling aspect.
I’ll lay out a few examples so you can understand what I mean by this:
When you have the vision to change millions of lives, your reason usually stems from your WHY.
If your child was suffering from a skin condition affecting 35+ million Americans, you’d be adamant
to find a solution, wouldn’t you?
That was Sue the Soap Queen’s WHY for creating RAD Soap. Her son was suffering from severe
Eczema and she knew that traditional treatments wouldn’t do the trick.
Her goal was to make natural soaps derived from unique, naturally occurring ingredients like
Hemp and Chaga to combat the inflammation and itch that many Americans deal with day after
day.
RAD Soaps process is proprietary in that the soap is infused with natural botanicals and essential
oils while NEVER being exposed to corrosive and harmful detergents like other soaps.
We know that makes all the difference, and that’s why we have the freshest soap in the world.
This Top Sellers Kit was designed to help you find the perfect solution for your skin without all of
the guesswork. This is careful cultivation of years and years of experience in natural skincare
remedies, presented in an easy and accessible package just for you.
Find out why thousands are switching to Rad Soap for the ultimate skincare experience.
OR
When we had the choice to do the right thing for Mother Earth, we did.
🌏
We decided to go the sustainable route because there is no other option.
We decided to build the right foundations because there is no excuse for excessive waste.
That’s why we built Woolx. Not Cottonx, or Linenx, or any other non-renewable “Materialx”.
Our Earth’s resources are finite, and in knowing this, we took on the challenge of creating a brand
that would stand for all things environmentally friendly.
That means non-mulesed sheep were the ONLY way to go. We knew that another cotton brand
just wouldn’t do...
There should be no exceptions.
So when you put on this ultra-soft, incredibly warm, 100% Merino Hannah top, just remember that
you’re part of doing the right thing. Fewer washes, and less water waste.
You’re doing your part to move your wardrobe away from the non-renewables of cotton.
You’re making a statement for the home we all share. Thank you for that.
OR
What is your dream body worth to you? $1,000? $10,000? $100,000? Why is it that some people can
become absolutely shredded, and others struggle to keep the weight off their entire lives? I’ll tell
you why…
ACCOUNTABILITY. We as humans need companions, partners, teammates and coaches to keep us
in line with our goals.
That’s why I created the Champion Method™ Accountability Program. Just as it reads, this
Program was designed to help you overcome “YOU”. The “YOU” who can’t find the drive to show
up on leg day. The “YOU” who skips out on the diet plan. The “YOU” who keeps you from achieving
your perfect body.
This program doesn't only boost your energy, endurance & vitality - it can help you gain serious
muscle mass, tone you down, or burn fat. Receive access from beginner to advanced workout
videos, motivation & accountability. We're here to make an impact and spread the TRUTH in the
form of fitness, join the mission (+ get a six-pack.)
💪
Get your dream body for just $5 - what’s your excuse?
In each one of these pieces of copy we are appealing to the emotional element of
one of those 8 life forces we covered in the previous sections.
Those core elements of emotion are incredibly important to why people stop their
scroll and read what you have to say.
You only have a few moments to capture your audience and keeping them engaged
moves line by line.
The easiest way to write long form copy is to speak to just ONE individual. That is why
we put such an emphasis on creating personas.
You just need to have one complete idea that fits in the pocket of one individual.
Remember that the next time you run into writers block and you’ll be able to jump
over that hoop and get back to writing.
Now that you have a clear idea of what RLS is and why we use these different
elements in our writing, we will take you into the process of how to use these when
physically building ads for yourself or your clients.
Part 3:
Understanding the Product: Benefits, Features & USP.
(Before & After)
https://www.youtube.com/watch?v=h9s4I57HBHw
First lets cover these definitions to have a clear understanding:
Benefits: How the product can change the prospect's life for the better.
Features: What the product actually does.
Unique Selling Proposition: What depositions the product from
other similar products in the market. Think: Why is it unique?
Okay now let’s think about your prospect in terms of before and after…
Before they have your solution and after they have purchased. Your job is to bridge
the gap between the two existences.
Let’s take the example of a laptop.
Before the laptop you aren’t able to get your work done on the go. You’re stuck at a
desk. If they get creative spurts on the go, or want to go to a friends house, you can’t
get any work done until you get home.
Change of scenery is incredibly important for creativity and if you don’t have that
change up, you might get into a lull and lose interest in the work you need to
accomplish.
With the laptop, you can be mobile, and can use it anywhere creativity sparks. It’s
lightweight enough to carry in your backpack. Take your work on the go, you can
work at coffee shops, or a friends house. You can sit comfortably on your couch and
speak to people across the world.
After you have this laptop, how has your life changed, and benefited from it?
That’s how we want to frame our thinking when we are developing our product
research.
Look to answer these questions for people in your copy.
**You should exercise how to turn features into benefits.**
Creative:
Scouring Product Pages | Reviews | Verbatim (from the
customer’s mouth)
This section will become innate as you go throughout your journey of building ads.
**This will mainly be taking them through the product pages and taking from the
actual product copy, or reviews.**
Things to consider:
Audience Awareness
Buyers Intent
Taking Verbatim from the customer’s mouth.
____________________________________________________________________________
Part 4: The Art of Creating Ads
Creating an ad is more than taking a selling point and a creative and putting them
together in Ads Manager.
It all stems back to human psychology and how we as human beings digest this
information.
Today, we are going to be taking you through how we actually craft and tailor these
ads to our potential customers and why it’s so important to have a copy + creative
match.
These will be actionable steps and they’re super easy to implement.
To start out you will be using a *BUILDER* campaign.
A repository for all of the ads you’re building on Facebook.
This is a campaign with US Open targeting, M-F 18 - 65+
Logic: How to Create Ad Sets & Ads
These are the steps you’ll follow every time you’re going to be building out ads.
Step 1 Angle Creation.
I’ve covered angle creation in this video: https://youtu.be/X_Bs1FqTqP4 &
https://youtu.be/NA35W7_rROA
Angle creation is going to be how you tap into more niche audiences and the goal is
to test test test until you find winning angles to utilize that bring a solid return.
Step 2 Important to note. Everything needs to follow a nomenclature so you can stay
organized and track the analytics of your ads using GDS or other atribution software.
Our naming convention is straightforward - You can use any naming convention you
want this is just an easy example to use if you’re just starting out.
For the Ad Set Level:
Product | Angle | Media Builder | Date
Ad Level:
Product | Angle | Ad # (For Client Approval) | Media Builder ( Not necessary if you
work solo) | Date
EX:
Agency SOP | Fear of missing out | 3 | Mark | 12/24
Step 3 Build your ads.
Depending on the amount you are spending you may want to build anywhere from
3 - 5 ads per ad set.
As a rule of thumb, if you’re spending > $600 a day, 3 ads per ad set should be
sufficient to test.
If you’re spending < $1,000 a day, try 4-5 ads.
These are all STANDARD ADS. We know FB says to utilize Dynamic Ads, and we will
later, but for this method of client approval, Standard Ads are the most efficient and
will give you good insights as to what is working well. (Review, Short, Long) +
Creative.
Step 4 Double-check your work.
Make sure you revise and make sure you’re on point with the angle you’re writing for,
check for spelling mistakes.
Use Grammarly.
Step 5 Once you’re done building the ads you’re going to set them up in a manner that
makes it easy for your clients to review, and easy for you to make revisions.
Go to the *Edit* section of your ads and click the “ • • • “ Action Menu.
From the Actions Menu hover over More Options and click Manage Facebook
Comments.
Take the string from your search bar and organize the ads like this:
1)
https://www.facebook.com/932729010198109/posts/1831343347003333
2)
https://www.facebook.com/932729010198109/posts/1831343877003280
3)
https://www.facebook.com/932729010198109/posts/1831344377003230
4)
https://www.facebook.com/932729010198109/posts/1831343897003278
5)
https://www.facebook.com/932729010198109/posts/1831343280336673
Make sure to have the number of your ad, as mentioned above match the number in
which you’re sending the ads to your client so when they come back with revisions,
it’s easy to find those ads and fix them up.
Creative: Psychology of a Winning Ad
The most important goal we as advertisers are looking to achieve is getting people to
take action on what you’re selling.
As Zach always says, some text and an image don’t make an ad, and with that being
said it’s about exploiting the psychological aspects of this art, to create the image
that someone wants to see in themself.
Think about making your prospect that person they see within the ad. Make them
feel something, but know what part of them you’re targeting.
How many brands have the creative down so well that you associate their name with
an action?
Use Instagram as a tool and as always, look for little nuggets of genius to include
when building out your own ads.
________________________________________________________________________
Part 5: Copywriting Fundamentals & Compliance
There are several ways to deliver information to your audience, and the fundamentals
are all about understanding your audience, and the amount of research it is going to
take to make sure you’re speaking their language.
Product - Audience & Awareness - Ad Angle - Research
First up, understand the fundamentals of your product.
What problem does your product solve?
Who’s problem does your product solve?
How doe’s your product solve that problem?
Why should people use your product to solve their problem?
When should they use this product and how often?
There are your indicators. Understand your position as the seller, and bridge the gap
from your product to your customer.
Now let's dive into your audience:
Audience: look to understand the following Age:
1.
Language: How do they speak? An 18-year-old understands a different kind of
slang than a 35-year-old, etc.
2. Creative Type: Your Picture/Video resonates differently depending on the
crowd’s age.
○ Young (16 - 25) - Use faster transitions, slick aesthetics, and innovative
angles.
○ Adult (26 - 40) - Use strong static images, informative videos including
functionality, and strong feature angles.
○ Elders (41 - 65+) - Use UGC’s of similar age groups, strong feature statics,
and videos that show pain points being alleviated by your
service/product.
Sex:
●
Psychologically, people like to see themselves in the position of use for the
product or service. So use statics or videos with the exact demographic of who
you’re looking to sell to.
Persona:
●
This is a little more thought-intensive research:
Build the person you’re writing for in your head. Imagine their personality as
they go throughout their day.
Are they positive or negative?
Are they passionate?
Are they expressive?
What do they like to do?
Ask these questions while reading reviews and you can jot down your
thoughts on what type of person you might be speaking to.
Exploits:
●
●
●
●
●
What is their weakness?
What do they love?
What do they hate?
What would they speak up about?
How would you poke their ego?
Pain Points:
●
●
●
What are they SICK of?
What do you see them complaining about? I
f you could make their problem disappear how would they react?
Affirmations:
●
How could you make them say: “YES, I totally agree with you!” or “Damn, that
is spot on.” What could you say to make them agreeable?
_____________________________________________________________________
USE SPIN SELLING TO FURTHER YOUR POSITIONAL
AWARENESS:
SITUATION: Understand the situation your prospect is in.
PROBLEM: Find out and have prospect verify their current problems.
IMPLICATION: What are the 2nd, 3rd, 4th order causes of this problem? What are the
major implications this problem has on the prospect?
NEED PAY-OFF: Does the value of fixing all these problems weigh more than the
action to purchase the solution? (Summarize benefits that prospect has in mind to
make agreement and prospect will sell themself.)
Awareness:
(Utilize the 5 Stages of Awareness Here)
5 STAGES OF AWARENESS (Eugene Schwartz)
The Most
Aware:
Your prospect knows your product, and only
needs to know “the deal.”
Product-Awar
e:
Your prospect knows what you sell, but isn’t
sure it’s right for him.
Solution-Awa
re:
Your prospect knows the result he wants, but
not that your product provides it.
Problem-Awa
re:
Your prospect senses he has a problem but
doesn’t know there’s a solution.
Completely
Unaware:
No knowledge of anything except, perhaps, his
own identity or opinion.
Lastly, you’ll work toward becoming a master of research.
This is a Research Template:
1. Google - “Phrase Searches” – Keywords are your best friend.
2. Ad Library
3. Unicorn Ads
4. Quora
5. Reddit
6. Customer Resources ( surveys )
7. Reviews
8. Old Ads
9. Competitors, and competitors ads
10. Speaking with an actual customer, via email, text, message app, or phone.
11. Client research - Web pages, Landing pages, Product pages.
12. Speaking to the actual client.
13. Audience Research = Niche research
14. Google Trends
15. Youtube
16. Twitter
17. Blogs (Tumblr, etc)
18: Train your algo (search for relevant ads and build your ecosystem)
19: Swipe File
The point of this template: Research/fully understand the product, brand, customers,
and their problems
What is it? Who is the creator of the product? Who is the brand? What is their
personality?
What problems does this audience have?
What problem does this product solve?
How does this product solve the problem?
Does it solve the problem better than other solutions on the market?
Step 1: Link collecting & exploration. #1-16 below will create your spreadsheet columns, go
through each research tool 1 by 1 and Collect links, add them to a spreadsheet.
Step 2: Build a copy mood-board made beforehand, so as you collect information, go through
links and screenshot areas of importance & add to the board. (use something like Milanote)
( Copy + paste into your spreadsheet
👇👇👇)
Client Return Forms
1. Client research - Web pages, Landing pages, Product pages.
2. Customer Resources ( Reviews, surveys, testimonials )
3. Old Ads
Internal Exploration
1.
2.
3.
4.
5.
FB Ad Library (competitor ads)
Unicorn Ads (competitor ads)
Google - “Phrase Searches” Blogs, articles, on brand, product, pains
Quora
Reddit
**Pro tip**: Train your algo (search for relevant ads and build your own
ecosystem on FB/IG)
Audience Research = Niche research
1. Google Trends
2. Youtube
3. Twitter
4. Speaking with an actual customer, via FB, email, text, message app, or phone.
Client Outreach
1. Speaking to the actual client.
Final Wrap up/Angle creation/Tying the Knots Together
1. What are the big ideas?
2. How can you present this information in a new and exciting way?
Facebook Ads Policy & Client Compliance
Facebook is very strict, and they want to make sure you are complying by their rules
at all times.
They don’t want you to put anything out that can be harmful or hurtful to any
audience. You can’t discriminate in any way shape or form.
Why does this matter? Your ads can be affected, your ads can be shown to fewer
individuals, and your costs can RISE as an advertiser.
Really consider taking these rules to heart while you build out your ads, do your best
not to violate these policies.
Creative: Copywriting Fundamentals & Principles
-Flesch Kincaid: The Flesch–Kincaid readability tests are tests
designed to indicate how difficult a passage in English is to understand.
The Flesch-Kincaid Grade Level is equivalent to the US grade level of
education. It shows the required education to be able to understand a text.
Write to an 8th grade reading level for the general public.
________________________________________________________________________
Part 6: Creative Variables & Angles
In our job, there are hundreds and hundreds of variables to consider.
From copy creative match to buyers' intent and everything in between, there are
so many reasons as to why one ad will work better than another.
The better we understand these variables, the better educated we are to make
the right choices when it comes to testing creatives and copy that work in the
Builder Method.
Keep in mind, the only way to TRULY test something is to isolate 1 variable at a
time. If you are involving more than one, you will not be gathering clean data for
the problem you’re looking to solve.
Psychology of Angles
Angles:
What are they, why are they important, why do you NEED to understand them?
Think of an angle as a perspective of the bigger picture.
A car is just a vehicle to transport you from one place to the next, so why does it
matter if I have a bumpin’ system and heated seats?
It’s the nuance.
That nuance is an angle you can exploit.
All angles stem back to the 8 Human Life Forces:
1. Survival, enjoyment of life, life extension.
2. Enjoyment of food and beverages.
3. Freedom from fear, pain, and danger.
4. Sexual companionship.
5. Comfortable living conditions.
6. To be superior, winning, keeping up with the Joneses.
7. Care and protection of loved ones.
8. Social approval.
These 8 core forces are the driving factor behind every decision we make as human
beings, so it’s only right that we as advertisers use one or more of these to engage
with our audience on a personal and human level.
These 8 things can be combined with the 25 Cognitive Biases, and the 9 Secondary
Wants to create endless angles in our copy.
(Go through the 25 cognitive Biases and 9 Secondary Wants)
For this process as a Media Builder, we want to explore every possible angle we can
until we find winners that we know resonate with our audience and become COntrol
Angles.
Let’s use some examples here to really drive it home.
Soap
Natural | Organic
No Chemicals | No Detergents | Hydration
_______________________ Angles __________________________
Skin Relief | Healthy Skin | Soft Skin | Skin Rejuvenation | Eco-Friendly
If you sell organic soap, what lens would you use to attract the motherly
demographic? From the pyramid above which Life Forces can we utilize?
LF1 - LF3 - LF5 - LF7 - LF8
That’s 5 Big Ideas that we can break down even further to create ad concepts.
Maybe we’ll use the idea that big brand soap like Dove is actually a detergent, and
does more harm to your skin than good.
Our soap is made with no harsh chemicals, or detergents, and provides the
softest feeling skin you can imagine.
^^^^ That is an angle. ^^^^
& Don’t Forget To Be The Voice of the Brand
-Know what the brand is & isn’t
-Understand how to speak as the brand
-Market Sophistication - be aware of how your audience ages and grows
-De-positioning yourself from similar brands through your writing.
__________________________________________________________________________
Communication & Keeping the Creative Flow
The entire system of building ads comes from having a complete understanding of
how to make your audience engage with the ads you’ll be building.
If you can figure out multiple audience interests, and creative + copy matches, you
will have the key to a successful Media Building Role in your business.
The function of the Media Builder in the ecosystem is to bridge the gap between
creative and customer.
The formula is always going to be Audience + Awareness + Copy + Creative.
👇👇👇👇
Bonus: Beating Writers Block | How to Avoid Stagnant
Periods
https://www.youtube.com/watch?v=htQ6E5P_omM
Take Action: Search Youtube, UnicornAds, READ, Listen
to Podcasts, Change Environment, Voice to Text, Keep
Swipe Files
This has be a crash course on Marketing Psychology,
Copy Writing and Media Building. I hope you put this
information to use. If you’re an aspiring copy writer,
you can use this information as an advantage to
gaining a role at an agency or for a brand. This is just
the beginning to your copy writing journey. Study
every day and take the time to learn and grow.