Complete Copywriting Tutorial - Examples, Tips and Formulas

[00:00] In fact, I've used the tips from this video thousands of time. seven-figure sales letters.

[00:14] So if you want more traffic, leads, you'll love the actionable strategies in this video. Here's the truth about copywriting.

[00:26] you don't need years of experience or training In fact, before I launched Backlinko, Then one day, out of the blue, one of my clients asked me,

[00:38] Now, at this point, But I wanted to give it a try, And now that I was hired,

[00:50] In fact I had about a week So I researched as much as I could about copywriting. I ignored the minutiae and focused on the key principles

[01:05] My client told me that my sales letter Since that day, I've written dozens of sales letters, And over that time, I discovered what most copywriters

[01:21] Copywriting is really easy. And that's exactly what I'm gonna show you let's dive into copywriting tip number one,

[01:35] Reddit is a copywriting gold mine. where your customer hangs out. For example, let's say that you just launched

[01:49] Well, you'd head over to keto and paleo subreddits Then, pay attention to the exact words and phrases that people use to describe what they like and don't like

[02:03] For example, I found tons of awesome copy for a landing page or Facebook ad. use short sentences.

[02:17] that applies to pretty much everything that you write. And there's data to back this up. found that short sentences

[02:31] were 711% easier to read and understand, to be as short as possible. They're easier to read and understand.

[02:44] the slippery slide. but if people stop reading the page after the first sentence That's why one of the main goals of your copy

[02:58] Or as copywriting legend Joe Sugarman puts it, is to get you to read the second sentence. to keep reading your blog post, email or sales letter?

[03:12] A slippery slide is where you add something to your page For example, you can tell a little story but leave the ending for the end.

[03:26] You can even just say things like to push people to keep reading. super-specific headlines.

[03:40] You've probably already seen this old statistic before, and only 20% read the copy. But I do know that your headline is super important.

[03:54] use super-specific headlines. They are headlines that tell your reader For example, check out this blog post headline.

[04:10] Now check out this super-specific headline. that I tend to use super-specific headlines that I write.

[04:25] FOMO can make your copy 10 times more effective. That said, FOMO also known as fear of missing out, But if you can use FOMO, you should use FOMO.

[04:41] with your prospects, to what you have to say. that closed on a certain day in time.

[04:54] Which brings us to copywriting tip six, Everyone and their mom knows the headlines are important, is just as important if not more

[05:10] that comes right after your headline, if you lose people here, you've lost them for good. to write awesome leads.

[05:24] First, use a hook in your first or second sentence. So make sure that first line For example, this landing page from Marie Forleo

[05:37] Next, you wanna make your lead Whether you're writing a blog post, video script, you want your lead to be super short.

[05:50] And once you've done that, you wanna transition into the main section of your content. to around six lines.

[06:02] Stories are a great way to hook your readers is that your lead needs to be short and sweet.

[06:14] Enter mini-stories. Mini-stories condense a story into 45 lines. in one of my most successful sales letters.

[06:28] about copywriting technique number seven, Let's face it, big words don't impress anybody. the effectiveness of online vocabulary

[06:42] In fact, they make your content harder to read. use words that are easy to read and understand. the A-I-D-A formula.

[06:58] that can help boost conversions on sales pages, video scripts and more. As you can see, A-I-D-A stand for Attention, Interest,

[07:13] of this formula in action. from my blog. then I create an interest with a bold promise,

[07:27] that anyone reading this page wants. and finally I cap things off with a called action benefits over features.

[07:43] When it comes to copy, benefits crush features. In other words, features are nice, but benefits sell. that sells productivity software.

[07:57] into powerful benefits. of highlighting benefits over features. they outline key features.

[08:10] the vast majority of their copy is benefit-driven. get out of the friend zone. The friend zone is when you like someone

[08:27] Well, as it turns out, the same thing happens They like what you're selling, but not enough to buy. I'm talking about objections like,

[08:41] "It's not a good time for me." or "I'm not ready to switch from another product.". Most people pretend that these objections don't exist.

[08:54] and squash every one of them. For example, here's an objection that we raise and squash Let's get right into tip number 11,

[09:06] Remember earlier when I talked about Well, if you want to take this sort of thing I recommend actually talking to your customers.

[09:18] with three people that graduated from one of my programs. when I did this interview, in the background.

[09:31] I could dig deep with follow-up questions. Next up, we have urgency and scarcity. they just need some time to think it over?

[09:45] that person doesn't end up buying. The exact reason doesn't really matter. to get that person to convert right away.

[10:00] Add these words and phrases to your copy. these statements should be backed up with real limitations, But if you can use them, you should use them.

[10:14] from one of our recent product launches that creates a super high sense of urgency. solve the social proof paradox.

[10:28] but you need sales to get social proof. And it's a real problem for lots of business owners. to get around this problem.

[10:42] It doesn't have to be sales. a new nutrition coaching program. you offer people a free seven-day meal plan.

[10:55] they get a full 90-day meal plan But so far, only a few people Well, in that case you can showcase

[11:09] or maybe only have 20 total customers. Well, you can feature those three amazing results

[11:21] For example, when I launched my YouTube SEO course, 10 people isn't a lot of social proof. So we decided to feature those four people

[11:36] And now it's time for a quick bonus tip, It's no secret that testimonials can skyrocket sales.

[11:48] can increase sales by up to 62%. The bad news is that most people use testimonials I'm talking about testimonials like this.

[12:03] But it's not gonna get anyone to whip out their credit card Instead, I recommend using this proven formula. into three main parts.

[12:18] to create one super-powerful testimonial. Here's where your customer talks about where they were before they used your product or service.

[12:31] to the person in your testimonial. The after highlights specific results Finally, it's time for the

[12:44] As the name suggests, here's what your customer And because this recommendation comes it's very believable.

[12:56] with one more bonus strategy, Crooked numbers are numbers that haven't been rounded. crooked numbers are more believable than round numbers,

[13:11] you wanna use them instead of round numbers. I could have made this a nice round number but I went with the exact crooked number instead.

[13:27] make sure to subscribe to my YouTube channel right now. And if you want exclusive SEO techniques head over to backlinko.com and hop on the newsletter.

[13:43] Which technique from today's video or try using more benefits instead of features? Let me know, by leaving a comment below right now.

[13:58] With that, here's... How the hell am I gonna say that? Okay, that wasn't bad.