<aside> 💡 Copy = Benefits x 2, Avoided negatives, and perceptions of these changes by: Yourself, Friends/Family, Enemies.

People buy from you when they feel understood, not when they understand you. Talk with not at. Audience research.

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it.

<aside> 💡 NESB

New and Only

Easy and Anybody

Safe and Predictable

Big and Fast

4 U’s

Urgent and FOMO

Ultra Specific (odd numbers)

Unique (Never been seen before)

Useful (What’s in it for me?)

DIC

Disrupt

Intrigue

Call-to-action

</aside>

https://docs.google.com/document/d/1Wj00X5PLyTxOOufPXcsP0P24G6YYDzfOtvQZejIi70I/edit?usp=sharing

Practice Structure:

• Write email in 300 words, then 150 words, then 50 words. (3 Versions)
• Write either in NESB or DIC template
• Include 4 U’s in the subject line
• Note down above
  • Reality vs Fantasy
  • Benefit, Negatives, Perception of others (negative vs positive)
• Finally, read a piece of copy from swipe-files and analyse

Practice examples:

1. Fitness Training Course

• Scenario: A gym is launching a new online course on increasing vertical jump height, targeted at 18-25-year-olds looking to improve their athletic performance.
• Focus Aspects: Build intrigue by only revealing the solution piecemeal (1), Agitate the readers pain points (3)
• Details: Course details include personalized workout plans, video tutorials, and progress tracking. Offer a 20% discount for the first 50 sign-ups.