Copywriting Formulas (Facebook Live Transcript)

Title: Copywriting Formulas
Time duration: 12 mins 45 seconds
Source: https://www.facebook.com/dnccopywriting/videos/512813629071151/

Okay! Hi everybody! So, until people start showing up, I’ll just give you a rundown of what we went over this week. And we talked all things copy. So, starting with the two copywriting formulas that are really, really popular in the copywriting industry. And the first one is the problem-agitate-solution. What you can do with this is throughout your copy, over your entire website, in social media, in your emails, anywhere you’re writing about your products or your services, you can use this formula. And what you do is you talk about the problem or the struggle that your ideal customer, your target market is struggling with right now. And then you agitate it a little bit. And by agitate, I mean, remind your customer why they’re struggling. Remind them how long they’ve been struggling. Remind them what it will be like if they decide not to buy your product or your service. And by doing that, you’re agitating the problem. You’re helping them think about it. And you’re reminding them what it’s like to struggle the way they currently are. And then you present your product or your service as the solution. So, you’re going from problem to agitation, to solution as you write in your copy. As you describe your products. As you describe your services in a sales page or on your website anywhere. And you’re just helping them think about it. You’re helping them make a decision of whether or not this is the solution for them. If the problem is big enough that they actually need the solution and if they want to trust your brand to provide that solution.

Now, the second formula is the feature-advantage-benefit. And the feature advantage benefit is all about a product or a service. So, what you want to do is talk about the features included in the product, included in the service. What does the service include? What are you offering? Clear as black and white, what is it that is included in that service and how is your customer going to benefit from it. If it’s a product, this can be as simple as describing the materials you used, describing the process you used to create that product. And then you go into the advantage. And the advantage describes how those features of the product, of the service, are going to help your customer. Of those features, what is the advantage that they have on that? If it’s a hammer, and the hammer is made out of a superior kind of wood, a superior kind of metal, how is that hammer then going to be an advantage to your customer? Is it going to last longer? Is it going to hit harder? Is it made up of rubber instead of metal and so it’s better for other things? After you describe the advantages of those features, then you want to dive into the deep benefit. And the deep benefit is how this is going to help your customer over the long term. And so, by long term – if we’re using the hammer as the example. And it’s either made out of metal or made out of rubber. If they were to use this higher quality hammer, with the more superior metal, more superior rubber, and more superior wood qualities. If they were going to use this over the long term, and if it were to last longer than other products, what would that mean for your customer? Is that going to save them money? Is that going to save them time and convenience? Is it going to help them appear to be a smarter individual, a more savvy money spender to their peers in that field? What is it going to mean to your customer to use a superior product over the long term? So those are the two formulas.

What we also talked about this week are testimonials versus case studies. And I get asked this question a lot. Whenever I ask for a testimonial to fill out a press release or to go on the about page or as part of the product description even, I’m always asked what I mean by testimonial. Is it simply a “thank you and this was great and this is how you used it” by the customer that bought the product or that used the service? Or is it something that’s more in-depth to describe a whole process? And that’s the difference right there. A testimonial is actually just the part that your customer sends you saying thank you. This was the best solution to my problem, this is how it helps me. And they’re basically glowing. It’s a glowing recognition of what you provided for them. Now, a case study goes much more in-depth. And a case study describes the entire process that your customer went through from the struggle that they were having and then how they used your product and how that helped them over time and what the result of it was. So, kind of looking at the feature-advantage-benefit and the problem-agitate-solution formulas, you can look at how it can apply to a case study. You’re taking the customer through a whole process and then when your customer gives you a case study or you write a case study about that customer, you’re applying the same formulas in there to a real case study, to a real thing that happened for one of your customers. And that’s actually of the best methods you can use to convince new customers that this is the right product for them.

So, something else we went over other than the two formulas and then testimonials and case studies was proof. And this is one of the big things that I get ask about. What kind of proof do you need on your website? And how much proof do you need? And that really depends on if it’s a product, if it’s a service, what kind of product, what kind of service. Because if it’s a certain product that requires an FTA regulation or if you ship overseas and you’re required to follow some customs laws, things like that, then those are some very obvious elements of proof that you can include on your website. But if your products don’t fall into that category, you don’t necessarily have to create some kind of proof like that to put on your website. You can use something as simple as social proof to put on your website. And social proof is showing that there are other entities out there that trust your type of product. Meaning, if you sell something in the educational realm and you find evidence that your product or your service in that educational realm has a certain usefulness to certain kinds of people, your customers, your target market, you can look on institutional websites, on government websites, for evidence backing the need for that kind of product or that kind of service. Social proof can also be as simple as being featured on someone’s blog or sending out a press release and collecting all of the entities that republished that press release where you were featured, where people saw you on the internet. Social proof can as simple as people talking about you on social media if someone said thank you for a recommendation and then described the service that you provided them in that recommendation, you could take a screenshot of that and that can be used as social proof. Certain things like that. Testimonials can even be used as social proof.

Now, if you have that kind of proof on your website, the best way to put it throughout the site is not to just create one page for it. What I see a lot of times is people who create a press page for example, like to chock it full of all kinds of proof and just put it under one page. Now, that’s really handy for the media. And that’s really what the press page is for, is you want to create something that’s easy for the media to find and pull information out of. But they really only need certain things. You don’t need to pull it all the way through the website and put every single thing in there because they’re really not going to scroll that far down to find what they need. Instead, if you’re targeting your customers with this kind of information, if you want them to feel more relaxed and at ease, and to trust your website and your products and your services, the best way to do this is to talk about those different elements of proof throughout the website a little bit here and a little there. One of my favorite ways to implement the proof element is to use an email series. And throughout an email series you can talk about your brand, you can talk about your story, and then you can insert those elements of proof as backing for your story and for the success of your business and how things are moving forward.

Now, other than proof, a big one we talked about was the guarantee. And there are a few different ways you can implement a guarantee. But what’s really important is that you include some kind of guarantee alongside your products and alongside your services because that’s one of those trigger words. And guarantee along with the word like “free” and there are several other words have been used a lot throughout copywriting even before the internet because they work on a psychological trigger. They help the customer feel at ease. They help the customer reach into their pockets and pull out their wallet. And it’s good to provide a guarantee that is also very useful to your customer like “try it for 30 days, if you don’t like it, we’ll send you back your money.” That way the customer understands that they’re not losing anything by giving the product a try and the worst thing that can happen is that they don’t like it and they get their money back. The best thing that can happen is they discover a product or service that works really well for them and then they continue to use that product or that service.

So, those cover a lot of the questions that I got. I reiterated some of the things in the videos over this week and if you want to go back and look at those, they’re really useful and we go really in-depth into the different elements I just touched on today. The questions that I was asked really surrounded on the details. And so, particularly for product-based businesses, when you want to implement these kinds of things, you want to also need to think about an About Page. And on the About Page, what you’re really doing is talking about your brand and your experience and how the brand came about from your successes and your failures and how it evolved. And you’re giving your customers and your subscribers and your readers a chance to get to know a little bit more about you and the brand. And so you can use these elements of the proof, the guarantee, testimonials and case studies throughout the About Page to help your customers and readers really get to know you and really get to know the brand. Now, next week, we’re going to be talking exclusively about “About Pages.” And we’re going to go through all of the elements that I include in an About Page and how you can formulate it to create your own hero’s journey, to create your rags to riches story. Even if you don’t have a rock bottom story, I’ll show you where you can start to take your customers and your readers through a progression, through a journey, so that they can get to know your brand a little bit better. They get to trust you. They get to know you. And they get to like your brand. So that they’ll dig a little bit deeper into your website.

Now, also next week, I’ve got a few surprises for you. Starting on Tuesday, whenever I drop the first video, I’m going to reveal a quiz that helps take you through what level of copywriting you’re at, what level of online marketing you’re currently at. And then, after you’ve taken that quiz, it will take you to a results page with lots of links to different articles, to different courses, to different things that you can look at to help improve the level that you’re currently at. Now, along with that quiz are the three new courses we’re going to be revealing. And I won’t tell you what they are yet. You’ll have to wait until you take the quiz next week. You have to wait until the first video drops. And I’ll slowly start talking about it but I’m really excited about this phase in our business. Because now not only are we able to talk you through all these things on the Facebook page and on the blog post that we written and through all of the different product and services that we’ve offered, now we’re able to take all of the experience that we’ve had and all the feedback that we’ve gotten from all of our customers and put into courses that will take you step by step to our entire process so you can do it yourself. You no longer have to hire anyone to do it. Because we’re going to teach you exactly what you need to know in a very short, very intense course. So, in this post, I’m going to drop another link for the PDF that breaks down our membership course that’s debuting in January. You can find that link in the videos throughout the week as well. But I’ll drop the link in this video right after we finish up and then I’ll make sure that it is reposted so that you can view this if you showed up a little bit late. And then next week we’re going to start talking about that “About Page” and revealing the quizzes and the new courses that we’ve created for you. So, thank you much for jumping in. If you were here live, I really, really, really appreciate you jumping in here I know it’s busy. And then if you’re showing up after this has gone live, thank you so much for watching it. I hope you show up on Tuesday to watch the first of the About Page videos because we’re going to go really in-depth on everything. And you’re going to be really glad that you watched because this is going to answer some big questions that I get all the time. So thanks so much for showing up, guys! I really appreciate it and we’re going to end it right here and I’ll see you on the next one, alright? Thank you so much.

 

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