[Copywriting Thread] How to create a captivating offer… without hype

Jam packed with:
-> strategies
-> frameworks
-> actionable insights

RT this one

The greatest mistake marketers make is trying to create demand (Eugene Schwartz)

Research is KEY to success in copywriting.

Do not start writing copy until you can impersonate your avatar in a Facebook group

2/18

I use 3 frameworks to deconstruct problems in a niche, and to build a customer avatar.

1) Find a market
2) What does your market know?
3) How sophisticated is your market

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1) You want a HUNGRY market (credit Gary Halbert)

Make it a subset of Health / Wealth / Relationships

Pick one and research specific problems.

What do people desire?

What are the specific pain points you can help them eliminate?

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2) What do people already know about your offer (or similar offers)?

How much do people know about the way your offer meets their need?

This is the "State of awareness" framework by Gene Schwartz.

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3) How often is your avatar pitched another offer that claims to solve the same problem you're solving?

Major key: different offers are all trying to solve the same problem

(This is another Gene Schwartz framework ->
"State of sophistication")

6/18

Done right, you "enter the conversation" in your avatar's head

Next, you need to break down the MECHANISM through which you're solving the problem

Pro tip: Invent a unique name so your solution is un-google-able

This is creating your own IP (intellectual property)

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IP example

Example: @ryanholmer and @benbyrne named their program: CLIENT ACQUISITION IMMERSION PROGRAM (CAIP).

If you Google this, guess what all the top results are?

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Once you've got "IP" for your mechanism

Use Kevin Roger's 60-second sales hook formula to build a story (which I will teach you in the next tweet)

Did you notice how Kevin's mechanism has a unique name?

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The 60-second sales hook has four components:
— Identity
— Struggle
— Discovery
— RESULTS

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IDENTITY

Hi, I'm _______ I'm a [AGE, JOB TITLE, FORMER JOB TITLE] from [PLACE].

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STRUGGLE

For years I struggled to [HURDLE YOU COULD NOT OVERCOME].

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DISCOVERY

Then I discovered [SPECIFICS OF DISCOVERY].

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RESULTS

Now I [RESULT OF DISCOVERY] and... [POSITIVE EFFECT OF DISCOVERY ON YOUR LIFE OR LIFE OF CLIENT, LOVED ONES ETC.]

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BONUS: CTA
To learn exactly how I did this... and how YOU can do the same... enter your email here...

15/18

Now.. how should you actually write copy?

Another gem from Kevin Rogers

Clarity trumps persuasion

16/18

What you want to do is

Make people *feel* you understand their problem

And SHOW them exactly how your offer will solve the problem...

17/18

When you have a crystal clear understanding of your avatar's desires...and your copy shows

-> how it works
-> why it works
-> how fast it works

you don't need to make insane claims (buy a lambo in 30 days... even if you have no skills!)

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