10-Step Complete Copywriting Tutorial (With Examples, Pro Tips, and Formulas)

10 Things Every Highly Skilled Copywriter Does

In this video, the speaker shares ten things that every highly skilled and highly paid copywriter does for every single piece of copy they write.

Customer Analysis and Market Research

• Crafting messaging is only a tiny part of copywriting.

• Successful copywriters need to know how to do customer analysis and market research.

• Understanding strategy and positioning is crucial.

• Conceptualizing a killer hook and crafting an irresistible offer are essential.

Copywriting Tutorial

• Copywriters never charge per word because writing words is only a small fraction of what they do.

• This video is a complete 10-step copywriting tutorial that covers the marketing basics that all copywriting is crafted around.

• These steps apply no matter what you're writing, whether it be sales pages, emails, ads or landing pages.

Step 1: Get to Know Your Customer Avatar

• Before you can sit down to actually write anything, you need to get crystal clear on who you're selling to and what their pains, desires, and fears are.

• Write your copy as if you're speaking to one specific person.

• The more specific you can be in describing the real-life emotions this person experiences, the better.

• Research your little booty off so you can fully understand everything about your customer avatar.

Step 2: Uncover Your USP

• The USP or unique selling proposition makes your brand or product stand apart from the competition fighting for the same spot in your customer's hearts, minds, and wallets.

Step 3: Nail Your Positioning Statement

• A positioning statement defines how your brand stands out in the market by identifying its target audience, key benefit, and the competitive advantage it offers.

Step 4: Craft Your Killer Hook

• A killer hook is a statement that captures your audience's attention and makes them want to keep reading or listening.

• It should be short, sweet, and to the point.

Step 5: Develop Your Irresistible Offer

• An irresistible offer is an offer that your target audience can't refuse.

• It should be so good that they feel like they're getting a steal.

Step 6: Write Your Copy

• Writing copy is only one part of the process.

• The most important step in copywriting is understanding your customer avatar.

• Write as if you're speaking directly to them.

Step 7: Edit Like a Pro

• Editing is crucial for making sure your copy flows well and gets your message across effectively.

• Use tools like Grammarly or Hemingway Editor to help you catch errors and improve readability.

Step 8: Optimize for SEO

• Optimizing for SEO helps ensure that your copy ranks well in search engines.

• Use keyword research tools like Google Keyword Planner or SEMrush to find relevant keywords to include in your copy.

Step 9: Test and Refine

• Testing and refining are essential for improving the effectiveness of your copy over time.

• Use A/B testing tools like Google Optimize or Optimizely to test different versions of your copy with different audiences.

Step 10: Keep Learning

• Copywriting is constantly evolving, so it's essential to keep learning new techniques and strategies.

• Attend conferences, read books, take courses, and stay up-to-date on industry trends.

Crafting an Effective USP Statement

In this section, the speaker discusses how to create an effective Unique Selling Proposition (USP) statement that resonates with your audience.

Creating an Effective USP Statement

• Start with ethically sourced cacao from Tanzania's Kokoa Kamili organization.

• Use simple language and avoid being too fancy or cute.

• Follow a fill-in-the-blank formula: "I help [audience] with [problem] achieve [benefit] through unique solution."

Empathizing with Your Audience's Pain Points

In this section, the speaker emphasizes the importance of empathizing with your audience's pain points in your copywriting.

Empathizing with Your Audience's Pain Points

• Identify your avatar's pain points and empathize with them in your copy.

• Avoid sleazy or douchebaggy tactics; instead, make your customer feel seen, heard, and understood.

• Lean in with empathy and understanding by letting them know you hear them because you've been there yourself.

Offering a Believable Solution

In this section, the speaker discusses how to offer a believable solution that can help overcome your audience's problem.

Offering a Believable Solution

• Create trust and rapport through empathy before pivoting to the solution.

• Ensure that your solution is believable by providing evidence and demonstration in conversational tone.

• Address objections and share stories to add credibility and delay prospects' doubts.

Identifying Benefits Over Features

In this section, the speaker explains why it is important to identify benefits over features when selling a product or service.

Identifying Benefits Over Features

• Include both features and benefits in your copy, but remember that benefits speak to the emotional reasoning behind a person's buying decision.

• Paint a clear picture of what your prospect's life could look like after purchasing your product.

• Use juicy bennies to make an irresistible offer.

Crafting a Killer Hook

In this section, the speaker emphasizes the importance of crafting a killer hook to grab your audience's attention and retain it.

Crafting a Killer Hook

• The highest goal in any marketing campaign is attention and retention.

• Craft a killer hook that grabs your audience's attention and retains it.

• Use storytelling techniques to create an emotional connection with your audience.

Copywriting Tips for Beginners

In this section, Alex Cattoni shares some tips on how to improve your copywriting skills. She suggests scrolling through content sites like BuzzFeed and Cosmopolitan for inspiration, using user-generated content, and creating a sense of urgency with clear calls to action.

Mad Hook and Headline Inspiration

• Scroll through content sites like BuzzFeed, Bored Panda, and Cosmopolitan for mad hook and headline inspiration.

• Use these headlines as inspiration for your own writing.

• Check out Alex Cattoni's Instagram page to participate in her "Make this headline even hotter" challenge.

• The comment section on these posts is a great way to start practicing your hooks and headlines.

User Generated Content

• Sometimes the best copywriting comes from customers.

• Social proof is an absolute game changer in marketing.

• 72% of people say that positive testimonials and reviews increase their trust in a business.

• Encourage customers to share their experiences on social media channels.

• Use third-party review tools like boast.io to collect and display testimonials on your website in real-time.

Scarcity Marketing

• Scarcity marketing is a powerful motivator when done well.

• Scarcity refers to making products or services limited in some way, making them harder to obtain.

• This can be done through price scarcity (limited time discount), quantity scarcity (limited amount left), premium scarcity (exclusive bonuses), or offer scarcity (cart closing).

• Only include scarcity when it's legit; don't be hypey or misleading.

Clear Call-to-action

• Confusion is the biggest conversion killer of all time.

• Your call-to-action should pack a serious punch; it should only take one hot second for prospects to know what you want them to do next.

• According to Unbounce, more than 90% of visitors who read your headline will also read your CTA copy.

Tips for Effective Copywriting

In this section, Alex shares tips on how to write effective copy that converts.

Keep it Simple

• The most important thing to remember when writing anything is to keep it simple.

• Every sentence should be strategic and necessary to the customer's buying journey.

• Be critical of any fluff or filler in your copy.

• Use Hemingway Editor to double-check the readability of your copy.

Personalize Your Call-to-Action (CTA)

• Make your CTA personal by using first-person phrasing.

• Using first person phrasing saw a 90% increase in click-through rate.

• For example, use "start my free trial now" instead of "start your free trial now."

Read Your Copy Out Loud

• Read your copy out loud from your mobile phone.

• Most online readers consume content on their mobile devices, so ensure that your copy is easy to read on all platforms.

Writing Headlines Based on Customer Awareness Levels

In this section, Alex discusses how to write headlines based on the five levels of customer awareness.

Avoid Using the Same Hook and Headline for Every Audience

• One of the biggest mistakes a copywriter can make is using the exact same hook and headline for every audience.

• The way you capture the attention of a random scroller on Facebook is different from how you capture the attention of loyal subscribers.

Write Headlines Based on Customer Awareness Levels

• There are five levels of customer awareness: unaware, problem aware, solution aware, product aware, and most aware.

• Write headlines that match each level of customer awareness.