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00:00:02
I’m glad to welcome you to module number
00:00:05
two, we’ll look at the basics of a selling text, and
00:00:08
today we’ll talk in this
00:00:10
lecture about the anatomy of a selling text,
00:00:13
what exactly we’ll look at, how to
00:00:16
write headlines that catch
00:00:18
attention, that people click on,
00:00:21
what a lead is in texts and how it should
00:00:25
will be presented, you will learn how to
00:00:29
turn the characteristics into benefits, how to
00:00:32
correctly present the price because
00:00:34
there are some features and you will find out
00:00:36
why guarantees are needed in the text,
00:00:37
postscript, so let's start with
00:00:41
headlines, 80 percent of the success of
00:00:46
your entire text depends on the headline
00:00:48
because out of 10 people who see
00:00:51
your headlines sep real will hook in
00:00:55
only eight people will come and read
00:00:57
your post pain it will open to
00:01:00
see the full page text or if
00:01:01
we are talking about an article in order to
00:01:04
go to the page and read this
00:01:06
article so it is very important for us to pay attention to the
00:01:10
title a good title does three
00:01:15
things first of all, it meets the
00:01:17
user’s expectations if, for example, we are
00:01:20
talking about
00:01:23
especially contextual advertising,
00:01:26
when a person in an advertisement sees one
00:01:28
message about what we offer there, I don’t
00:01:32
know some kind of
00:01:36
phone brand, and the person who clicks on the
00:01:38
ad goes to the general page
00:01:40
where he still needs to find this brand of
00:01:43
phones, then this causes irritation and
00:01:46
in fact we lose a person and
00:01:48
thus the effectiveness of the product
00:01:50
page itself decreases
00:01:53
and decreases in the
00:01:55
advertising higgins simply because
00:01:57
there is no consistency and because
00:02:00
the title of which person texts the content is
00:02:04
this a person goes to the page on
00:02:05
which he ended up, and after clicking on an
00:02:07
advertising campaign, the advertisement does
00:02:10
not correspond to what we expect, the person was
00:02:12
waiting for something else and he thought that
00:02:14
he would receive the information he needed in
00:02:16
fact and did not, so the headline must
00:02:19
meet expectations; the second point is
00:02:22
important for good the headline is that
00:02:24
it should intrigue
00:02:26
the headline should be interesting, its
00:02:31
task is to make sure that a person spends as
00:02:34
much time as possible on the page
00:02:36
so that because if we remember the
00:02:41
slippery slope method that Joseph
00:02:43
Sugarman described in his book the art of creating
00:02:46
advertising messages, he talked about the fact
00:02:49
that the task of the first line is the task of
00:02:51
the title to make sure that a person
00:02:52
reads the second sentence, the second
00:02:55
sentence must be
00:02:57
interesting enough for a person to read the
00:02:58
third sentence and so on and so
00:03:00
on, our task is how, as a copywriter,
00:03:03
to guide a person very gently through our
00:03:06
text from the title from the first lines to the
00:03:08
very last points so that all
00:03:12
the information is perceived
00:03:14
and so that the person is
00:03:18
convinced enough to make the
00:03:21
decision we need about action and the third
00:03:24
characteristic of a good message is
00:03:26
that the person who lands on
00:03:29
the page understands what he will receive
00:03:32
or what he needs to do on on this
00:03:35
page, what will he get if we are talking
00:03:37
about a content post
00:03:38
article and what does he need to do? If
00:03:41
we are talking about
00:03:43
selling text for a landing page, for example, that
00:03:45
is, when on the first screen
00:03:47
a person should clearly receive all the
00:03:50
information about what he learns on this
00:03:52
page and make a decision already at this
00:03:55
stage, either click to leave a request
00:03:57
or read more detailed
00:04:00
information that is on this site on
00:04:02
this page,
00:04:04
what headlines work great, there is
00:04:06
a study that says that 36
00:04:08
percent of the most
00:04:10
click-rich headlines stalled, which
00:04:13
ultimately gets the best
00:04:16
engagement in the content itself are those
00:04:20
which has its own name number
00:04:23
for example 30 ways
00:04:25
to drink tea on the throne there are 21 percent of
00:04:30
the headlines that get very
00:04:32
good clicks are those that appeal
00:04:35
addressed directly to the admirer
00:04:37
where there is an appeal used you or
00:04:40
you for example ways that you need to
00:04:44
know about how to drink tea let's say 17
00:04:48
percent of successful ones Headings are
00:04:51
headings that begin with how to
00:04:53
do something, how to drink tea, for example,
00:04:59
another point that you need to know about the
00:05:00
request for headlines and especially about numbers is
00:05:02
that if we look again
00:05:04
at the analysis of the most screamingly abundant headlines
00:05:07
that are on the Internet, then most often people
00:05:12
clicked on headings that have
00:05:14
odd numbers I have here in the screenshot
00:05:18
from an example with numbers 2143
00:05:21
also work very cool headings with
00:05:25
numbers 579 1020 round numbers are also
00:05:30
very good and correctly use a
00:05:32
couple of examples of good headings how to
00:05:36
write a text that will win the hearts and
00:05:39
minds of your readers
00:05:42
collected 20 thousand views of the article and 470
00:05:47
likes is a fairly good indicator,
00:05:49
especially for the period when this
00:05:52
title was used; another example
00:05:54
is the secrets of youtube that are not known
00:05:57
even to experienced Internet entrepreneurs; 5
00:05:59
simple and effective tricks; a fairly
00:06:02
rich and
00:06:03
not short title; it could have been done
00:06:06
somehow simplify but nevertheless very
00:06:10
effective and received 24 thousand
00:06:12
views 294 likes and 5 stars
00:06:16
quality ratings
00:06:17
7 catastrophic errors prices due to
00:06:20
which you lose money every day 22
00:06:23
thousand views 196 likes also
00:06:27
went very well to the material I will contact you there is
00:06:30
a figure there is an appeal to you intrigue
00:06:35
because of which you are losing money, what
00:06:37
to do in order to create a good
00:06:39
title, first of all,
00:06:42
just basically write down
00:06:45
different options for yourself how your title can
00:06:48
sound when you work with texts
00:06:52
when you work for example with a post and
00:06:53
socially on social networks or this By the way,
00:06:56
a stronghold, you initially work on
00:06:59
the topic on which you will write,
00:07:02
you answer questions that help
00:07:06
you generally determine what you will be
00:07:10
focused on and how you
00:07:13
will present material on this, in
00:07:15
principle, you already have a topic, you
00:07:17
write down further, for example, you
00:07:19
analyze, you write down your own
00:07:21
headline options that
00:07:23
first came to your mind by the way, don’t
00:07:26
get hung up if you started writing
00:07:27
the text, I mean an article or posts and
00:07:32
you can’t continue until
00:07:34
you write the perfect headline, don’t worry,
00:07:37
write first how to spell it, then you
00:07:39
’ll return to the headline food work it
00:07:41
at the stage when you are already working on
00:07:44
header options, look, google
00:07:47
these headers that came to your
00:07:49
mind and see if similar ones are
00:07:52
possible, you will find some tricks and
00:07:54
some ideas from the results of your
00:07:57
competitors that you can also
00:08:00
use, enter the key that we
00:08:04
used in the header, for example
00:08:09
how to write headlines we kill this
00:08:12
cooler we look at the first 10-20
00:08:17
for the first 10 20 publications that
00:08:19
Google gives us and look at what and
00:08:22
such moments are crushed by your competitors
00:08:27
in the search results and our task here is to
00:08:30
stand out, that is, if we if a person
00:08:33
Googles the query like write
00:08:35
a headline,
00:08:36
it will choose us among these
00:08:38
dozens of other companies on other blogs, and
00:08:41
our task is to make our
00:08:44
headline stand out against this background so that it
00:08:46
is interesting, at a minimum, our headline
00:08:48
should be no less interesting than those
00:08:54
headlines that already exist; the output of
00:08:56
what we do is compiled the list of the
00:09:01
most successful options in your opinion was
00:09:03
discarded those that were worse left some
00:09:06
one if you turn out to be a sweetheart, in
00:09:08
fact, I have already talked about for example how to
00:09:11
write a title
00:09:12
we use strengthen for example we add
00:09:17
elements and triggers of simplicity and ease of
00:09:22
speed we are talking about what it is
00:09:25
can be done without effort we say
00:09:27
today already tomorrow we also
00:09:30
use the speed trigger in this way but more so
00:09:35
we pack it in formats that
00:09:38
feel very cool in today’s
00:09:40
time in the current time it’s also cool to
00:09:45
use add numbers I remember about 36
00:09:47
percent of headlines that have numbers
00:09:50
they’re like since it gets the best
00:09:53
feedback from the audience, we also add
00:09:57
bright adjectives, the only thing that is
00:09:59
important for me to say here is that we need
00:10:00
to be moderate
00:10:01
and the main thing is not to overdo it, be
00:10:04
bright, but business-like, concise and understandable
00:10:08
and clear,
00:10:09
there is an example that we can
00:10:12
look at again, this is the gi for beginners
00:10:15
the most complete guide for writing
00:10:17
powerful headlines here there is a
00:10:22
simplicity trigger we will what is this gi for
00:10:23
beginners plus here are the words used a
00:10:26
guide that also talks about the fact
00:10:28
that this is just initially the
00:10:30
topic itself is how to write a headline
00:10:34
but we add different simplicity triggers
00:10:38
for beginners guide plus these are not
00:10:42
just headlines, these are powerful headlines
00:10:44
that attract attention, we have already
00:10:47
added some bright
00:10:48
adjective limits +
00:10:51
we are pushing the most complete one, that is, it
00:10:56
will work very well on the psychotype of the audience
00:10:59
who call them storage nickname, it is important
00:11:04
to get as much as possible of those
00:11:05
who love the collections that they love
00:11:08
some new checklists, that is, they
00:11:10
use a lot of new
00:11:12
tools
00:11:13
that we can use,
00:11:16
for example, the quality of a product with its phrase
00:11:20
created for the benefit of consumers, an
00:11:22
example, a convenient task planner to
00:11:25
develop in order to put your
00:11:28
affairs in order,
00:11:29
this is one of options formula
00:11:32
do what you want without
00:11:35
unpleasant emotions in unexpected ways
00:11:39
example of a similar title
00:11:41
do what you have long dreamed of do not
00:11:44
give up your career another formula
00:11:49
product name is the category of the product that does the
00:11:52
work it does best
00:11:55
example t.r. this is a cute fitness
00:11:58
tracker tracker that works like a
00:12:00
Tamagotchi
00:12:01
sounds cool attracts attention
00:12:05
another formula reduce pain problem in an
00:12:10
unexpected way for example
00:12:13
get rid of unnecessary expenses when
00:12:15
shopping presentation you will find more
00:12:21
links to a lot of
00:12:25
header form that you can
00:12:28
use in your work I have given only
00:12:31
a few options for in order to
00:12:33
basically understand the points of how you can
00:12:36
play with the title, we remember that our
00:12:39
task is to make sure that our title
00:12:41
attracts attention
00:12:43
and arouses the interest of the reader, we will
00:12:46
train further, remember the
00:12:49
slippery slope, the person read
00:12:51
the title,
00:12:52
we interested him, then our task is to
00:12:54
make sure that the person reads the lead,
00:12:57
this is the first hook 12 sentences that
00:13:01
involve a person, this can be
00:13:04
a headline, or rather a subheading, when we are
00:13:07
talking about a landing page that
00:13:10
reveals more the value of the offer itself
00:13:12
and talking about drinking, there
00:13:18
should be
00:13:19
a hook, well, if we are talking about a hook, it
00:13:24
should touch the heart,
00:13:25
it should complement the headline with meaning, that
00:13:29
is what a person didn’t see didn’t
00:13:31
read the important thing in the title he should
00:13:35
read in the hook
00:13:36
we have to somehow even surprise
00:13:41
and shock
00:13:42
cultures, for example, how do you like the idea of ​​​​selling a
00:13:44
kidney, I’m going to do something similar
00:13:47
for you, and then we are already revealing the very
00:13:51
idea itself the concept
00:13:52
which we came up with and how we packaged
00:13:54
our text for a landing page for an article for
00:13:57
posts on social networks,
00:13:59
example, if you want to be the first to take a place in
00:14:04
the sun where your competitors have not yet set foot,
00:14:06
and also powerfully
00:14:08
pump up your content and are guaranteed
00:14:10
to increase traffic and conversion, use
00:14:13
all the power of sound to immerse yourself in
00:14:15
a huge and free market of greed for a
00:14:17
podcast is a sound recording that
00:14:20
is placed on a special platform where it
00:14:22
can be downloaded and listened to. An
00:14:23
important feature is that listeners can
00:14:25
subscribe to updates and
00:14:27
automatically receive new downloaded
00:14:29
files,
00:14:30
now imagine how many people
00:14:32
listen to something on their phone or through the
00:14:35
audio system of their car every
00:14:37
day potentially these people can listen to
00:14:40
you in this small piece of text where
00:14:44
we are selling the very idea of ​​​​using the
00:14:46
implementation of a podcast, we have this
00:14:50
example of a hook, this is just two
00:14:52
sentences, two questions that we
00:14:54
ask the reader
00:14:55
and try to show the benefits that when you
00:14:58
implement this tool if you see
00:15:01
podcast you can just
00:15:04
take this place, a space where there are
00:15:07
no competitors yet; there are
00:15:10
competitors on YouTube; there are competitors on Instagram, but for example,
00:15:12
in the casting they don’t show themselves in any way,
00:15:16
and if you take this platform and become
00:15:19
number one here, you will already get
00:15:21
a competitive advantage is like one
00:15:25
of the benefits that we put pressure on the chains,
00:15:28
while in the title we most likely wo
00:15:30
n’t write it exactly like that because the title
00:15:32
should carry specific values
00:15:34
to say what we’re talking about should be
00:15:36
mentioned there the words podcast at a
00:15:38
minimum what to do in order to
00:15:40
write for real catchy leed
00:15:44
that will touch a person's heart,
00:15:47
well, of course, we need to get to
00:15:49
the bottom of it, to understand the main problem
00:15:54
that our post solves, which
00:15:57
our product solves, our product that we
00:15:59
present on the page, our task is to
00:16:01
convince the person that he needs this
00:16:05
product, that he needs to read this
00:16:08
information because that the article is valuable and
00:16:10
useful,
00:16:11
here our task is to understand the
00:16:14
target audience well, to understand it more,
00:16:18
which we will hide, how to turn an
00:16:22
argument and some characteristic of a
00:16:25
product into a benefit, how to present what
00:16:29
you have from the point of view of benefits for the
00:16:31
client, to write a really
00:16:34
convincing argument and show
00:16:38
characteristics of the product product what
00:16:42
you do
00:16:43
through the benefits for the client we need to
00:16:46
go through several stages the first stage is,
00:16:48
in principle, fill in the plates write down
00:16:51
the functions that our services
00:16:55
or product performs what our
00:16:58
product and services are intended for we fill out the list in
00:17:00
Now on the slide you see a link to
00:17:03
a table that you can use
00:17:04
to work with a similar
00:17:08
text format when you need to draw out this
00:17:10
benefit, that is, the first column we
00:17:13
write down the functions what
00:17:15
our product or service is intended for, the
00:17:18
second column we talk about
00:17:20
features, what makes our product or service
00:17:24
unique, the third we talk about the goal and
00:17:28
what human needs our
00:17:31
product or service covers,
00:17:32
and fourthly, we come to the result of what the
00:17:35
client ultimately receives
00:17:37
if he uses our product
00:17:39
or service,
00:17:40
we fill out these columns,
00:17:42
absolutely all the MTS ideas and thoughts that
00:17:44
we have are written out, plus even at the stage when you
00:17:46
analyze the audience you will already have
00:17:48
certain notes that you can
00:17:50
use, for example, what
00:17:52
our product or service is intended for, it
00:17:55
helps you lose weight at home,
00:17:58
well, what features do we have, what is
00:18:01
unique about our product or service, these are
00:18:03
simple exercises, an individual approach to
00:18:05
each person, an additional
00:18:07
nutrition program I was written as an example, this is an
00:18:10
individual approach,
00:18:11
but when we decipher and
00:18:13
work on the text purely for you, our
00:18:15
task is to specify what
00:18:17
this individual approach is and
00:18:20
make a more specific description so that a
00:18:22
person understands what we mean
00:18:24
because the phrase individual approach is
00:18:26
used by absolutely many
00:18:28
companies This is considered bad manners in
00:18:30
copywriting.
00:18:31
Next, what needs of the client does
00:18:34
our product or service cover? The person
00:18:36
receives specific guidance and
00:18:38
acts clearly according to plan.
00:18:40
This is the goal. This is the benefit. This is the
00:18:43
human need. He wants to be taken
00:18:45
step by step through the stages. the
00:18:51
benefit of using your product
00:18:54
or service the result is a good figure
00:18:57
this is a good state of health and a good
00:19:00
level of health we made a list we
00:19:03
wrote out absolutely all the functions all the
00:19:06
features all the goals the needs of our
00:19:10
consumer the person with
00:19:12
whom we are targeting our text
00:19:15
then we move on to the next half a
00:19:18
large half of the work
00:19:20
when we already analyze and correct
00:19:24
the information that we received,
00:19:27
for example, we wrote with this
00:19:31
English language course, you don’t have to
00:19:33
spend all your free time on learning,
00:19:35
just 10 minutes a day so that
00:19:37
in six months you can speak fluently, we take the
00:19:41
list of requirements
00:19:44
from our second point and check
00:19:47
does this offer correspond to our
00:19:51
requests that we have, does
00:19:54
this offer highlight the benefits of the product to the
00:19:57
person who reads
00:20:00
the information about our English course,
00:20:03
he will understand that he will spend less
00:20:07
time and quickly get closer to
00:20:09
the result, okay, everything is ok,
00:20:13
does the offer emphasize the uniqueness of the product, yes,
00:20:16
because others companies use
00:20:17
other characteristics,
00:20:19
perhaps they are shorter, they need
00:20:22
2 months for this month, but at the same time you need to
00:20:24
spend, for example, two hours a day,
00:20:26
three hours a day, this is not always
00:20:28
possible, here it turns out in just 10
00:20:30
minutes a day,
00:20:31
after six months we reach some
00:20:34
level of English that is adequate for us,
00:20:37
good, the third question does
00:20:40
our proposal create a sense of importance, yes we
00:20:45
can answer in the affirmative because the
00:20:48
person really wants to learn
00:20:52
English with minimal time and
00:20:55
we answer this person’s request and the
00:20:58
fourth question that we ask ourselves
00:21:01
contains is the offer specific
00:21:04
advantages or is it still talking
00:21:07
about what we have in common? If we look at our
00:21:11
text with this English language course,
00:21:13
you don’t have to spend your free time
00:21:14
studying, just 10 minutes a day
00:21:16
so that in six months you can speak
00:21:17
fluently, yes we have specifics the text of
00:21:24
the sentence is not very short, but
00:21:27
nevertheless they are detailed and show the benefits,
00:21:31
if we were talking about a general phrase,
00:21:34
it would sound like this: you learn English
00:21:36
in six months,
00:21:37
it sounds true, but it’s not entirely
00:21:41
attractive, that’s the nuance of 10
00:21:44
minutes a day that
00:21:45
he adds it is still unique and
00:21:46
it shows the benefit, that is, what
00:21:49
is an advantage and also that a
00:21:51
person will be willing to pay us money
00:21:53
despite the fact that only after six months
00:21:54
he will be able to get a good result,
00:21:56
okay, we went through each point
00:21:59
that we wrote depending on the
00:22:01
functions that we recorded in our
00:22:03
list and answer these questions for yourself
00:22:05
if ours is if our argument
00:22:11
corresponds to all four parameters we
00:22:14
can come to the next step
00:22:17
okay we wrote for
00:22:22
example that you can quickly learn
00:22:24
English
00:22:25
what can we do with this sentence to
00:22:29
strengthen it we can
00:22:31
add usefulness and specify exactly
00:22:34
how this will happen and then
00:22:36
we will have an example in 3
00:22:38
months you will be able to comfortably communicate on
00:22:40
any topic with people on the other side
00:22:42
another life hack that we can
00:22:44
use to strengthen
00:22:47
our argument is to add urgency for
00:22:51
example you can start learning a language
00:22:54
right now and in six months
00:22:56
speak it fluently, or once
00:22:59
again postpone learning until Monday
00:23:01
without getting closer to the desired
00:23:04
results, it
00:23:05
turns out that we are talking about the same thing,
00:23:08
and the English language wants in six months, but at the
00:23:11
same time we use different options
00:23:13
how we strengthen this argument
00:23:15
either with the help of urgency or with the
00:23:17
help of usefulness when we
00:23:19
specify some points
00:23:22
that in three months you will be
00:23:24
comfortable and that you can safely
00:23:27
fly to another country and not worry
00:23:28
about the fact that you are something then you don’t know,
00:23:30
you can’t calmly ask something in
00:23:32
English if we’re talking about
00:23:33
English about urgency, we’re already
00:23:36
using it, we’re showing that we need to
00:23:39
do it right now and shouldn’t
00:23:40
put it off,
00:23:41
what else is important for us to know and apply
00:23:43
when we write a text and when we we try to
00:23:47
talk and the benefits for the client for the
00:23:50
reader there are several tricks
00:23:54
that are used in the text, perhaps
00:23:57
you have already heard some of them because I
00:23:58
talk about this a lot and it’s just
00:24:01
important and even these elements
00:24:04
one change the word in a different way,
00:24:07
you present the verb a little and that’s it
00:24:09
- it works differently and this already has a better
00:24:12
effect on the result of your test 1
00:24:15
trick is to use
00:24:18
action-oriented words, we remember
00:24:20
that copywriting is basically about
00:24:22
action, so we need to speak
00:24:24
naked and we need to speak with verbs in the
00:24:27
active voice form when a person is not
00:24:31
just when we have there is a figure, yes, when
00:24:34
we say study when you receive
00:24:38
use you will understand and other
00:24:43
words using the end result
00:24:46
here, by the way, it is important to record for
00:24:48
yourself what is very cool when we talk to a
00:24:50
person either in the present tense in order to
00:24:52
immerse him in the present moment and he
00:24:55
can now feel that the atmosphere
00:24:57
that we create for him is this picture
00:24:59
that we are talking about, or we are talking
00:25:02
about the fact that he has already received it so that he
00:25:04
feels as if he already
00:25:06
has it in his hands, visually imagined it
00:25:09
and then he would be ready to make a decision
00:25:11
to buy more once said with actions
00:25:15
we use verbs in the active form for this the
00:25:20
second second moment [ __ ] to grow this is
00:25:23
the language of value
00:25:26
every time you write something
00:25:29
every every sentence it must
00:25:32
be reasoned a person must
00:25:33
understand well okay I learned something and why do
00:25:37
I need it and what and why for what if we are
00:25:42
talking about getting a person to make
00:25:44
some kind of request
00:25:46
or like it, we need to explain
00:25:48
why it is important for him to do this, what it will
00:25:52
give for him, for example, when we make
00:25:55
a call for vk
00:25:57
all articles we ask you to put a camp
00:25:59
so that we understand what content is
00:26:02
interesting for the reader and even more
00:26:04
similar content on our
00:26:07
blog,
00:26:08
this is one of the options, yes, we say
00:26:10
that we need to get a like and we have our
00:26:13
own reasons why we ask this in order
00:26:15
to increase engagement,
00:26:19
somehow activate the
00:26:21
reader to involve him in the process in
00:26:25
principle in interaction with us,
00:26:27
additional coverage will be obtained, and
00:26:30
if we are talking about social networks,
00:26:32
because this influences the tax on how the
00:26:34
algorithms produce our content, so
00:26:36
when we argue to a person how he is,
00:26:40
what is the benefit for him,
00:26:41
he is more likely to do it if
00:26:44
you remember Robert Cialdini and his book on the psychology of
00:26:48
influence, he gave one example there
00:26:51
when they were conducting an experiment, a person stood
00:26:53
in line and asked, in my opinion, to make
00:26:56
a photocopy when he simply said that
00:26:59
let me go ahead and make a
00:27:02
photocopy of some text, his
00:27:06
probability is that a very small
00:27:08
number people agreed
00:27:10
and let them through, but when a person came up and
00:27:13
said that let me please
00:27:14
make a copy right now
00:27:16
because we are in a hurry for an unlimited time, the
00:27:18
number of people who let a
00:27:21
person through in the essay
00:27:23
increased multiple times and
00:27:25
this shows that when we give
00:27:27
recommendations, when we explain why
00:27:31
it gives away the result is that people in more
00:27:34
loyal countries, in principle, do not understand
00:27:38
why to drive what does not agree and why
00:27:42
3 trick these are key words for the
00:27:46
reader when we describe shootouts
00:27:48
when we talk about benefits it is important for us to
00:27:50
highlight,
00:27:51
for example, in bold or to make some kind of
00:27:54
emphasis in the text so that the person
00:27:57
while running he scans the text I was able to pay
00:28:00
attention to this if we are talking about
00:28:02
bullets there and for example we can
00:28:04
highlight the first part of the title in bold and
00:28:09
then the reason for getting something there in
00:28:12
regular text example this is the same
00:28:18
as our landing page for a copywriting course
00:28:21
where we have 3 blocks of what you will learn from us,
00:28:25
we clearly record how to create clean
00:28:28
selling texts for websites and
00:28:30
then there is a list of some texts, we
00:28:34
say write blog articles in
00:28:36
bold and further and PR publication in the world
00:28:39
you tell captivating stories, also
00:28:42
highlighted and further and prepare to lean on
00:28:43
videos to generate ideas is also highlighted,
00:28:46
but the fact that this is for content and a feast of
00:28:49
strategy is another point, that is,
00:28:51
less accentuated in our case to
00:28:54
negotiate, to consolidate agreements from to
00:28:56
negotiate, we chose it as an
00:28:58
accent
00:28:59
phrase and therefore I will highlight it in
00:29:01
bold so that a person, in
00:29:03
principle, just looking through can
00:29:05
catch your eye 4 trick
00:29:08
this address is in the second person I think we’ve
00:29:12
also heard a lot about this and
00:29:15
that people are not interested in hearing about to so
00:29:18
they want to hear about themselves and that’s why it’s
00:29:22
important for us to use you address in our
00:29:25
texts and let’s once again remember
00:29:27
the statistics about headlines remember in
00:29:29
second place are the headlines in terms of
00:29:32
effectiveness in terms of clickability, those
00:29:34
that include in their title the phrase you
00:29:41
when there is a request 5 the trick that
00:29:45
we should adhere to is visibility,
00:29:51
we remember that people on the Internet do not
00:29:53
read people on the Internet view
00:29:55
information on this, it is also
00:29:57
important for us not to pay attention just on the
00:29:59
meanings that we are trying to convey to
00:30:02
the audience, including we need to train
00:30:04
attention since this text is received
00:30:06
visually so that the text is formatted
00:30:09
so that it is clean enough
00:30:13
so that the sentences are not too
00:30:15
cluttered so that they are
00:30:17
short enough sentences and paragraphs,
00:30:20
we remove all unnecessary words and phrases
00:30:23
that are less valuable to the audience in
00:30:27
order to leave the bottom line with what is
00:30:29
actually needed, which is actually
00:30:32
important for the reader in order to convince him to
00:30:36
take the action that we need
00:30:39
at the end of the text 6 the trick is the
00:30:42
appearance; as for the lists of
00:30:46
points, we simplify perception text
00:30:50
when we add bullets
00:30:52
we simplify the perception of the text when
00:30:55
our list doesn’t go like this, I don’t know, like a
00:30:58
snake in several paragraphs when we
00:31:01
have structured information
00:31:03
that is divided into a block, perhaps
00:31:05
perhaps in some porn form of a table
00:31:07
or a list in a column vertically,
00:31:13
we remember that we separate blocks of information and
00:31:15
semantic blocks by headings
00:31:19
and subheadings, this is important so
00:31:21
that when a person scans,
00:31:23
he can perceive the most important key
00:31:26
information in the text, look through
00:31:32
the headings, look through the key information
00:31:33
further, he decides to
00:31:35
stop at this block to
00:31:37
read carefully and that the text that
00:31:39
we have prepared or it scans further,
00:31:42
we also select the font size so that
00:31:45
our text is readable so that we don’t have to
00:31:51
somehow turn around in
00:31:55
order to see what is written there, but it’s also
00:31:58
very large, this is also not very good,
00:31:59
so we need to keep a balance, the text
00:32:03
should to be
00:32:04
readable it should be contrasting
00:32:07
let's not play with some
00:32:10
color fonts and everything else is here is the
00:32:13
ideal format in black shoot a little
00:32:17
less readable in white on black
00:32:20
although it depends on the situations in which all
00:32:24
other color fonts are very neat
00:32:27
only if you understand the
00:32:29
design features and are versed in
00:32:33
color correction in a combination of colors in
00:32:36
colors then we can somehow still
00:32:39
apply this, but again our text should
00:32:42
be quite concise 2-3 selections
00:32:46
on the screen so that it is not too
00:32:50
colorful because if it is too sharp
00:32:52
it distracts attention from the context from the
00:32:54
meaning from the text a person is visually
00:32:57
simply overloaded with some
00:33:00
elements and this certainly does not contribute
00:33:02
to the fact that our text will be read
00:33:05
again we record and highlight
00:33:08
key points in bold so that a person
00:33:10
can catch his eye while he
00:33:13
scans the text, this is in addition to the headings
00:33:15
in the text itself this is what we
00:33:17
monitor and do and be sure to
00:33:20
remove the tricks, this is something that we simply
00:33:23
have to remember about consistency, we
00:33:27
check whether our product is written the same everywhere,
00:33:29
we check that everything is
00:33:36
quickly similar and that the person
00:33:38
gradually answers his questions
00:33:40
that arise along the way text,
00:33:43
we said one argument, we talked about
00:33:48
one benefit of a person, a question, and then we described what was next,
00:33:52
okay, logical, then either we move on to the
00:33:54
next benefit,
00:33:55
or we need food even further, we need to expand on
00:33:58
this topic based on the information
00:34:00
that we provided,
00:34:02
we check if we have any possible
00:34:06
errors in the data
00:34:08
errors errors in numbers and names,
00:34:11
did we coordinate the bullets correctly, yes,
00:34:17
that is, if our list initially
00:34:19
starts from a verb, and the verb is
00:34:22
not in the noun form,
00:34:24
active anger, when we say you
00:34:27
will find out if we return to the
00:34:29
example from our landing page, then yes, our
00:34:33
list began from
00:34:35
from verbs form to nouns but at the
00:34:37
same time we saved it create write
00:34:40
stories generate negotiate
00:34:43
it’s all agreed and here we don’t have
00:34:46
the type create find out write
00:34:51
tell that is, there is some kind of I do
00:34:53
n’t know beauty, the purity of the writing of the text
00:34:57
and it’s nice okay the headings sorted out
00:35:04
the hook talked about how
00:35:09
the characteristics of benefits are transformed,
00:35:11
how to talk about what will be valuable is
00:35:15
needed for the audience, we have fixed now we
00:35:18
still have two points left, this is that we
00:35:20
need to talk about the features of
00:35:22
the presentation of the price and outline for ourselves
00:35:26
why we need guarantees and according to scripts in the
00:35:28
texts, we do not always need to use the
00:35:30
price for in our selling text there
00:35:33
is also a marketing explanation
00:35:35
because not all products
00:35:37
sell well right away and sometimes you need to
00:35:40
make several touches of sanitation,
00:35:43
perhaps you need to communicate with the sales manager
00:35:45
in order for the deal to be
00:35:47
completed in order for our
00:35:48
marketing budgets and activities
00:35:52
paid off, that’s why every time
00:35:57
you don’t see the price, it’s for a reason,
00:35:59
there’s a reason for it, but of course, if we have a
00:36:01
fairly affordable product, vicina
00:36:04
usually doesn’t scare the audience, then we can
00:36:06
immediately voice it,
00:36:08
show it in the text and thus, in
00:36:12
principle, immediately convert the audience
00:36:14
that is ready offer
00:36:15
something new and do it head-on, there are several
00:36:18
options for how we can present the price,
00:36:20
we can write let’s say 10 space 3 0
00:36:26
10 thousand dollars, this way we
00:36:29
show that our
00:36:31
services are expensive and, in principle, for the VIP
00:36:34
segment, this is what will play like since
00:36:37
it’s a plus when we present the price, in
00:36:39
order to visually make the cost
00:36:44
lower, we can use the option when
00:36:47
we write 10 thousand dollars, that is,
00:36:53
just 30 and we replace it with a word in this
00:36:57
way, purely visually, a person will not be
00:37:00
afraid of a large amount when we
00:37:02
need it when we want to increase it
00:37:07
even more to show
00:37:09
the value more meaningfully, we can add 10
00:37:12
space 30 and to . two more zeros, that is, we
00:37:16
also add the same cents or
00:37:21
pennies, pennies everywhere, pennies in general,
00:37:26
we also add some little thing after the
00:37:28
dot in order to increase the visual
00:37:30
perception of this figure, we can
00:37:33
break up our price and, for example, say
00:37:36
that when we are a manager sales
00:37:39
when he communicates, he sells a product
00:37:41
for two for 10 thousand dollars and this is a
00:37:43
product that lasts 10
00:37:45
months, then yes, when a person hears and
00:37:48
when he sees the cost, for example, there are 10
00:37:51
thousand dollars or 2000 dollars,
00:37:54
it may seem like it’s
00:37:56
too much a lot, but if you break this
00:37:58
cost into small intervals and say
00:38:01
that well, imagine that every month
00:38:04
you probably spend a lot on your every month,
00:38:07
you buy some books,
00:38:10
buy some additional courses,
00:38:12
buy something else in order to
00:38:14
become better, to learn as
00:38:16
much as possible 200 dollars a month and this is not
00:38:19
so much, but if you
00:38:22
imagine it turns out that instead of
00:38:25
two to a person pays 2000
00:38:27
one-time to hurt
00:38:29
revenge, but at the same time if you look at
00:38:31
breaking this price it turns out to be 200 dollars
00:38:34
miss, in principle,
00:38:37
pizza for 5 plus is perceived more loyally we
00:38:39
can still break down the price as we did for the
00:38:42
Markin Academy disc when we
00:38:47
showed that the cost of
00:38:50
participation in the academy is lower than the price of
00:38:53
one cup of coffee below 1 year, that
00:38:56
is, if in general a person pays
00:39:00
19 dollars per month, then break it down by the number of
00:39:04
days in the month even here let it be a
00:39:06
worker not there for 20 20 days, it’s really
00:39:09
below 1 dollar a day, we spend this amount
00:39:12
absolutely easily without thinking,
00:39:15
just there in the morning to wake up,
00:39:19
buy ourselves a coffee, do we buy ourselves
00:39:21
some other bun, just really didn’t
00:39:24
give up and invest like this here is a
00:39:26
small piece of
00:39:29
finance for your development, it’s not so
00:39:32
much, and this kind of splitting of the price
00:39:35
allows us to convince a person
00:39:38
to show that the price is not so high and
00:39:41
he deserves to become better,
00:39:45
just invest such a small amount
00:39:48
when we want to show
00:39:52
again a little will visually reduce the
00:39:55
price we can use
00:39:57
you know exactly about the rules of nines,
00:40:00
it’s dark and distorted when
00:40:04
cypher nines are used in the price and
00:40:06
thus someone says that it won’t
00:40:08
work, but in fact it still
00:40:10
works because that’s how our
00:40:13
psyche is configured, we perceive 199 dollars as
00:40:15
100-
00:40:16
odd dollars but not 200, although in
00:40:20
fact it’s just nothing there and
00:40:23
200 dollars, but cognitive
00:40:28
distortions still play
00:40:30
such a cruel joke on us, one might say,
00:40:33
and we are more loyal to the price
00:40:38
that we see in front of us
00:40:41
One more point that I think
00:40:43
will be socially useful for you: if
00:40:44
you want your price to be perceived
00:40:50
higher, then you should use
00:40:54
even numbers; if we want our
00:40:57
price to be perceived lower, then,
00:40:59
on the contrary, it’s worth showing odd numbers,
00:41:00
for example, in order to be higher than twenty-
00:41:03
four thousand four hundred
00:41:05
for in order for it to be below 22 thousand or 21
00:41:13
1799, this is how it
00:41:18
works psychologically that we perceive the price
00:41:23
differently. Another point that is important to
00:41:27
use is
00:41:28
not yourself, for some reason, that is, they do it on the
00:41:31
landing page, especially when we talk about
00:41:33
the price, it would be very good for us if we
00:41:36
talk about some kind of discount so that we
00:41:37
show the old price crossed out
00:41:40
and the new price written below rather
00:41:42
than next to it so that the person understands the difference
00:41:46
so that he sees visually this difference
00:41:47
between the prices we named with you valuable
00:41:50
people there were some experiences,
00:41:52
some worries with with the help of a guarantee, we
00:41:56
remove them, we show them, for example, a
00:41:59
person may be worried about
00:42:01
him, that he will now give the money and he will not
00:42:04
like what’s inside, or he will now
00:42:06
give the money and they will not answer him in the
00:42:10
chat because it is just for
00:42:12
him this is an important argument
00:42:13
and then we guarantee that
00:42:17
if they don’t answer you on time, if you don’t
00:42:20
even like the speaker’s voice, you simply don’t
00:42:23
like it during training, we
00:42:26
will be ready to return your money, these words
00:42:30
remove objections, they remove fear
00:42:34
and it’s easier for the person and it’s easier to take
00:42:37
action and agree to purchase
00:42:41
the guarantee plays the role of closing the transaction
00:42:44
because at the very beginning the text and in the
00:42:47
headline attracted attention, they talked
00:42:49
about the offer, then in the lead we
00:42:52
hooked and revealed more key
00:42:56
benefits, then they described all the other
00:42:59
benefits that we have our
00:43:02
our services of our product and named
00:43:05
the price and now our task is to close the deal to
00:43:11
close the offer and the guarantee of paint helps to
00:43:14
remove those unnecessary fears and objections
00:43:17
so that the person still takes
00:43:18
actions according to the scripts,
00:43:20
why is it needed in the first place to
00:43:24
focus attention and it works very cool
00:43:27
in MLM and on social networks in
00:43:34
e-mail them when we want, that is, our
00:43:36
text is devoted to one topic, we focus
00:43:38
on what we will allow today,
00:43:41
we reveal this topic,
00:43:43
this lesson, a lesson that a person
00:43:46
needs to go to, but at the same time it is important to us Already
00:43:49
now put a mention in the letter
00:43:51
so that the person looks at the next letter
00:43:54
that will arrive tomorrow or
00:43:55
the day after tomorrow so that the person pays
00:43:57
attention to check the mail and
00:44:02
create this expectation of receiving a new
00:44:04
portion of content and
00:44:06
in the general outline of the entire letter this will be
00:44:10
unnecessary information, but it is also a plus may
00:44:13
get lost because the logic is different and
00:44:15
the meaning is a little different, with the help of
00:44:18
scripts we focus attention and can
00:44:22
add some additional precise
00:44:24
information; it is possible to use
00:44:26
some kind of teaser to strengthen the
00:44:28
title in order to increase the desire to
00:44:32
still learn more about our broadcast
00:44:36
find out more about our product or
00:44:38
read more read the entire
00:44:41
article or post we capture the key
00:44:44
from this lecture the title is the most
00:44:48
important part of our text the title or the
00:44:51
first sentence we use numbers
00:44:55
we use odd numbers or round
00:44:57
numbers we use the address you and options for
00:45:02
the robe how to do something our in
00:45:05
the headlines,
00:45:06
how do we increase the likelihood
00:45:08
that the headline will be clicked as a
00:45:10
bonus, you will receive additional formulas for this lecture,
00:45:13
additionally
00:45:15
some preparations for the headline that
00:45:17
will be useful to you and in practice, a
00:45:21
lead is the following text, the next
00:45:25
line that a person reads after the
00:45:27
headline
00:45:28
if we are talking about a sales person text and
00:45:30
title subtitle
00:45:32
he reveals more benefits and he says
00:45:34
his task is to hook someone to the quick, to make a
00:45:37
person want to
00:45:39
get acquainted with the whole description of
00:45:41
what we have in general with our text
00:45:44
when we talk about you and Gabby we
00:45:46
need to answer 4 questions to what extent is
00:45:51
what we provide what we
00:45:53
say is valuable for our consumer
00:45:56
for our reader, first write out the
00:45:58
entire list of benefits of the functionality of
00:46:01
some features and therefore,
00:46:03
based on this information, you already form
00:46:04
a benefit, describe it more specifically and
00:46:07
add some points that
00:46:10
strengthen this text you now know
00:46:13
some features of how we can
00:46:15
present the price so that it is
00:46:17
perceived differently, I hope that
00:46:19
this information will be useful to you price
00:46:21
plus I will also add
00:46:24
a link to the article in the presentation where we
00:46:27
described in detail the features of how to present
00:46:30
the cost you can apply this to In
00:46:32
practice, we also record that guarantees
00:46:35
complete the transaction; they remove the
00:46:38
conviction of various objections and fears
00:46:42
that a person has when he has already
00:46:43
learned from the cost of our product and
00:46:45
services and help to work through them and
00:46:49
remove them according to scripts; his task is
00:46:52
to focus attention and add
00:46:55
information that is logically perhaps not
00:46:57
strongly
00:46:58
connected with the general convoy of the text with the
00:47:02
general convoy of the meaning that we are trying to
00:47:04
convey in our main text,
00:47:06
but focusing attention allows us to
00:47:09
remind the person to tell important
00:47:12
information about some of our further
00:47:15
actions, we will see you in the next
00:47:17
lectures, let's quickly attack
00:47:19
dad practice even

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