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Complete Copywriting Tutorial - Examples, Tips and Formulas - YouTube
Channel: Brian Dean
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in this video i'm going to show you my
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complete copywriting tutorial
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in fact i've used the tips from this
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video to create blog posts that have
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been shared
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thousands of times i've also written
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several high converting
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seven figure sales letters i'm brian
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dean the founder of backlinko so if you
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want more
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traffic leads sales and social shares
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you'll love the actionable strategies
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in this video let's get started here's
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the truth
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about copywriting despite what you might
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have heard you don't need
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years of experience or training to learn
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copywriting in fact before i launched
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backlinko
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i used to be a freelance writer then one
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day out of the blue one of my clients
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asked me
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do you by any chance write sales letters
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now at this point i've never written a
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sales letter in my life
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but i wanted to give it a try so i told
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them sales letters
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heck yeah i write sales letters and now
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that i was hired i had to write a sales
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letter
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fast in fact i had about a week to write
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this sales letter
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from scratch so i researched as much as
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i could
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about copywriting and because i was in a
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rush i ignored the minutia
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and focused on the key principles that i
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saw again and again
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and it worked my client told me that my
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sales letter outperformed their current
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one
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by a two to one margin since that day
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i've written dozens of sales letters
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newsletters
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and articles and over that time i
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discovered what most copywriters
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don't want you to know copywriting is
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really easy
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that is when you know what to do and how
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to do it
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and that's exactly what i'm gonna show
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you in this tutorial so without further
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ado let's dive into copywriting tip
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number one
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use reddit threads reddit is a
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copywriting
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goldmine to use it head over to a
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subreddit where your customer
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hangs out then take a look at threads
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that have lots of comments for example
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let's say that you just launched a new
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keto diet bar well you'd head over to
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keto and paleo subreddit
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and search for bars then pay attention
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to the exact words and phrases that
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people use
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to describe what they like and don't
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like about the bars
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they've tried so far for example i found
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tons of awesome copy
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in this one thread copy that would work
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great for a landing page
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or facebook ad moving right along to our
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second copywriting tip
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use short sentences here's a good rule
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of thumb that applies to pretty much
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everything that you write short
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sentences equals
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better copy and there's data to back
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this up a study conducted by the
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american press institute
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found that short sentences were 711
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percent easier
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to read and understand which is why i
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always edit my sentences
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to be as short as possible bottom line
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use short sentences
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they're easier to read and understand
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which leads us
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to technique number three the slippery
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slide here's the deal
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you can have the best copy in the world
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but if people stop
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reading the page after the first
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sentence your copy didn't work
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that's why one of the main goals of your
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copy is to keep people reading
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or as copywriting legend joe sugarman
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puts it the sole purpose of the first
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sentence
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is to get you to read the second
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sentence the question is
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how do you get someone to keep reading
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your blog post email
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or sales letter the slippery slide a
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slippery slide is where you add
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something to your page
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that's specifically designed to keep
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people reading for example you can tell
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a little story in the beginning of your
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sales letter
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but leave the ending for the end or you
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can refer to something that's coming up
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later
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in your blog post you can even just say
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things like here's the deal
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and the question is to push people to
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keep reading and now it's time for
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copywriting tip number four
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super specific headlines you've probably
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already seen this old statistic before
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eighty percent of people read the
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headline and only 20
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read the copy is that statistic accurate
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i have no idea but i do know that your
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headline
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is super important and one of the best
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ways to make your headlines more
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effective
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use super specific headlines super
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specific headlines are exactly like they
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sound
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they're headlines that tell your reader
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exactly
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what they're gonna get for example check
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out this blog post headline
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not bad but not that specific now check
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out this super specific headline
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it's much more compelling right in fact
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this works so well that i tend to use
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super specific headlines on every blog
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post landing page or sales letter
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that are right and now it's time for
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technique number five
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use fomo fomo can make your copy
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ten times more effective that said fomo
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also known as fear of missing out
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doesn't work for every situation but if
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you can use fomo
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you should use fomo that's because fomo
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triggers a
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strong reaction with your prospects an
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emotion that makes them want to listen
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closely
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to what you have to say for example we
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recently launched a product
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that closed on a certain day and time so
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we emphasize that
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on our sales page which brings us to
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copywriting tip six
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write strong leads everyone and their
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mom knows that headlines
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are important but no one talks about
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something that in my experience
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is just as important if not more than a
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headline
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your lead your lead is a section of your
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page that comes
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right after your headline and at least
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in my experience
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if you lose people here you've lost them
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for good with that here are three
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strategies that you can use
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to write awesome leads first use a hook
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in your first or second sentence the
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first sentence of your lead
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is huge so make sure that first line
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really grabs your reader's attention
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for example this landing page from marie
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forleo
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has a killer first line next you want to
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make your lead about
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six to eight sentences max whether
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you're writing a blog post video script
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sales page or email newsletter
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you want your lead to be super short
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remember the goal of your lead is just
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to
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grab your reader's attention and once
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you've done that you want to transition
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into the main
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section of your content for example i
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keep my blog post introductions to
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around
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six lines finally use mini stories
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in your leads stories are a great way to
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hook your readers
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right off the bat but like i just
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mentioned the problem with that
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is that your lead needs to be short and
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sweet so you don't have a lot of room to
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tell
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an epic story enter mini stories
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many stories condense a story into four
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to five lines for example here's a mini
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story that i used
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in one of my most successful sales
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letters and now it's time for me to tell
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you about
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copywriting technique number seven don't
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use big words
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let's face it big words don't impress
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anybody um yes in this video i plan on
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demonstrating the effectiveness
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of online vocabulary on augmenting
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online transactions
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in fact they make your content harder to
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read so instead of big fancy words like
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these
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use words that are easy to read and
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understand
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and now it's time for our eighth
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technique the aida
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formula ada is a classic copywriting
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formula
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that can help boost conversions on sales
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pages landing pages articles
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newsletters video scripts and more
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here's what this formula looks like
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as you can see aida stands for attention
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interest desire and action let's take a
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look at a real life example of this
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formula
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in action i actually use the ada formula
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on this guide
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from my blog first i grabbed people's
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attention with the first line
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then i created interest with a bold
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promise
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and i followed it up by tapping into a
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desire that anyone reading this page
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wants higher google rankings and finally
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i cap things off with a call to action
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to keep reading moving right along to
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technique number nine
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benefits over features there's no doubt
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about it when it comes to copy
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benefits crush features in other words
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features are nice but benefits sell for
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example let's say that you run a sas
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company
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that sells productivity software here's
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how you can turn
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boring features into powerful benefits
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coschedule.com does a great job of
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highlighting benefits
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over features yeah like any software
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product
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they outline key features but unlike
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most sas companies
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the vast majority of their copy is
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benefit driven
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nice moving right along to technique
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number 10
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get out of the friend zone we've all
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been in the friend zone before or at
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least i have the friend zone is when you
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like someone
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and they like you back as a friend well
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as it turns out
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the same thing happens with potential
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customers and clients
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they like what you're selling but not
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enough to buy what's the solution
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address their objections i'm talking
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about objections like
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it's just too expensive it's not a good
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time for me
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yeah it sounds good but will this work
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for me or i'm not ready to switch
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from another product most people pretend
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that these objections
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don't exist instead you want to bring up
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these objections
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and squash every one of them for example
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here's an objection that we raise
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and squash on a product faq page
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let's get right into tip number 11 talk
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to customers
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remember earlier when i talked about
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using reddit for customer research
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well if you want to take this sort of
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thing to the next level i recommend
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actually talking to your customers for
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example i recently hopped on skype
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with three people that graduated from
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one of my programs
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fun fact i was visiting my family in
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rhode island when i did this interview
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that's why you can see my mom's amazing
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flower curtains in the background
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and because we were chatting on skype i
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could dig deep
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with follow-up questions next up we have
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urgency
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and scarcity have you ever had someone
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tell you that they're interested in what
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you're selling
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they just need some time to think it
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over in my experience
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99 of the time that person doesn't end
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up buying
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maybe they got busy and forgot maybe
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they found another product
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the exact reason doesn't really matter
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the important thing is that you do
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something to get that person to convert
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right away the question is how do you do
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it add these words and phrases
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to your copy needless to say these
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statements should be backed up
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with real limitations otherwise you're
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gonna lose people's trust
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but if you can use them you should use
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them for example this email from one of
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our recent product launches uses
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a clear to the minute deadline that
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creates a super
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high sense of urgency and now it's time
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for our last copywriting tip
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solve the social proof paradox you need
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social proof to sell but you need sales
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to get social proof i call this the
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social proof paradox
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and it's a real problem for lots of
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business owners
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fortunately i found a simple way to get
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around this problem
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feature your strongest form of social
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proof
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it doesn't have to be sales for example
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let's say that you just launched a new
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nutrition coaching program and to get
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leads you offer people a free
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7-day meal plan and if they want to
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upgrade to a paid coaching plan
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they get a full 90-day meal plan and
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personalized support
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from you but so far only a few people
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have upgraded
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to your paid plan well in that case you
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can showcase how many people signed up
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for your free meal plan or maybe only
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have 20
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total customers but three of those
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customers got amazing results
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well you can feature those three amazing
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results
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on your home page for example when i
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launched my youtube seo course
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at that point we only had about 10 total
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beta users
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10 people isn't a lot of social proof
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but four of those 10 people
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got great results so we decided to
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feature those four people on the sales
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page
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and it worked and now it's time for a
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quick bonus tip
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use this proven three-step testimonial
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formula
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it's no secret that testimonials can
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skyrocket sales
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in fact big commerce reports that
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testimonials
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can increase sales by up to 62 percent
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that's the good news the bad news is
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that most people use testimonials
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that simply don't work i'm talking about
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testimonials
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like this now to be fair there's nothing
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wrong with that testimonial but it's not
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going to get anyone to whip out their
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credit card
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and buy what you sell instead i
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recommend using
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this proven formula as you can see this
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formula is broken down
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into three main parts the three parts
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build on one another
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to create one super powerful testimonial
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first up you have the before
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here's where your customer talks about
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where they were before they used
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your product or service that way people
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can relate to the person
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in your testimonial here's an example
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next it's time for the after
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the after highlights specific results
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that your customer got
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from your product finally it's time for
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the what they tell someone section
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as the name suggests here's what your
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customer would tell someone
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that's on the fence and because this
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recommendation comes directly from
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someone
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that used your product it's very
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believable let's close out this video
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with one more bonus strategy use
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crooked numbers crooked numbers are
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numbers
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that haven't been rounded here are some
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examples according to research
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crooked numbers are more believable than
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round numbers which means
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whenever you can you want to use them
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instead of
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round numbers for example check out this
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intro from one of my blog posts
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i could have made this a nice round
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number like over 200 000
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but i went with the exact crooked number
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instead
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so that's it for my copywriting tutorial
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if you like this video make sure to
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subscribe to my youtube channel
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right now just click on the subscribe
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button below this video
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and if you want exclusive seo techniques
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that i only share with subscribers
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head over to backlinko.com and hop on
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the newsletter
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it's free now i want to turn it over to
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you which technique from today's video
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are you gonna try first are you gonna
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use crooked numbers
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or try using more benefits instead of
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features
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let me know by leaving a comment below
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right now
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oh man with that here's you good
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aren't rounded aren't rounded you wanna
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do lunch
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how the hell am i gonna say that but no
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one's
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okay that wasn't bad
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