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WANTED: 5.7 Billion people. Dead or alive!
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(Don’t read if you’re not into copywriting)
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(Don’t read if you’re not into copywriting)
Did you start reading?
Good.
I want to share a simple thing with you.
A small peak into how I do the most difficult part of copywriting — quickly.
Research.
The kinda thing copywriters have nightmares about.
But not anymore if you grasp the idea of this thread:
Good.
I want to share a simple thing with you.
A small peak into how I do the most difficult part of copywriting — quickly.
Research.
The kinda thing copywriters have nightmares about.
But not anymore if you grasp the idea of this thread:
So how do most copywriters do research?
They come up with a list of questions…
And then go to forums to find answers.
Answers to questions like…
• What’s their burning problem?
• What’s their biggest desire?
• What do they already know?
Etc.
But I do something different:
They come up with a list of questions…
And then go to forums to find answers.
Answers to questions like…
• What’s their burning problem?
• What’s their biggest desire?
• What do they already know?
Etc.
But I do something different:
Remember the headline of this thread?
“Wanted: 5.7 Billion people. Dead or alive”
This will come in handy in a second.
Because I’ll tell you how I did most of the market research for a niche I know NOTHING about in 60 min.
Without ever going to a forum…
Ready?
“Wanted: 5.7 Billion people. Dead or alive”
This will come in handy in a second.
Because I’ll tell you how I did most of the market research for a niche I know NOTHING about in 60 min.
Without ever going to a forum…
Ready?
A friend approached me some time ago.
He is in the spirituality niche.
But I didn’t have time to help him. So…
I helped him hire an entry-level copywriter who wrote a sales page for him.
Surprisingly (not)… it flopped.
So I had to step in but I was short on time. So…
He is in the spirituality niche.
But I didn’t have time to help him. So…
I helped him hire an entry-level copywriter who wrote a sales page for him.
Surprisingly (not)… it flopped.
So I had to step in but I was short on time. So…
I took out an hour out of my day to help him.
I found 10 competitors.
Because believe it or not…
Competitors will tell you more about your market than your market will —
If you know what to look for…
So here are the only 3 things I looked for:
I found 10 competitors.
Because believe it or not…
Competitors will tell you more about your market than your market will —
If you know what to look for…
So here are the only 3 things I looked for:
1. Do they lead using a direct or indirect approach?
2. What’s the main emotion they use to sell?
3. Which mechanism do they use?
This will tell me 90% of what I need to know about the market.
Wanna know what I found?
Let me answer those questions one by one:
2. What’s the main emotion they use to sell?
3. Which mechanism do they use?
This will tell me 90% of what I need to know about the market.
Wanna know what I found?
Let me answer those questions one by one:
1. Direct or indirect approach?
I found that 10 out of 10 competitors used an indirect approach.
Remember the headline of this thread again?
“Wanted: 5.7 Billion people dead or alive”
This was the hook of the biggest competitor.
Understand now why I said it was indirect?
I found that 10 out of 10 competitors used an indirect approach.
Remember the headline of this thread again?
“Wanted: 5.7 Billion people dead or alive”
This was the hook of the biggest competitor.
Understand now why I said it was indirect?
Every single other sales page followed the same pattern.
What does that tell me?
The sophistication level of the market is high.
They will not respond to a direct approach.
Which is what the copywriter my friend hired went for — and it flopped.
Check. Now we know why.
But…
What does that tell me?
The sophistication level of the market is high.
They will not respond to a direct approach.
Which is what the copywriter my friend hired went for — and it flopped.
Check. Now we know why.
But…
There’s question number two:
2. What’s the main emotion they use?
Well…
Here’s the full lead of the biggest competitor I found:
Wanted: 5.7B people. Dead or alive
Revealed: the secret plan to wipe out humanity - and how to take your power back.
Now…
2. What’s the main emotion they use?
Well…
Here’s the full lead of the biggest competitor I found:
Wanted: 5.7B people. Dead or alive
Revealed: the secret plan to wipe out humanity - and how to take your power back.
Now…
What’s the main emotion they use?
Did you say “fear”?
Good. You’re right.
And out of the 10 competitors…
6 used fear as their main emotion.
The other 4 pressed more on curiosity BUT also used fear at one point or another.
Let’s recap what we know so far:
Did you say “fear”?
Good. You’re right.
And out of the 10 competitors…
6 used fear as their main emotion.
The other 4 pressed more on curiosity BUT also used fear at one point or another.
Let’s recap what we know so far:
We know:
• The market sophistication level is high.
• They won’t respond to a direct approach.
• The main emotion they are being sold to with — is fear.
Specifically?
Fear of what’s happening in the world RIGHT NOW.
I won’t elaborate. You can guess.
Now…
• The market sophistication level is high.
• They won’t respond to a direct approach.
• The main emotion they are being sold to with — is fear.
Specifically?
Fear of what’s happening in the world RIGHT NOW.
I won’t elaborate. You can guess.
Now…
There’s question #3.
3. Which mechanism do they use?
As you’ve already seen… the market sophistication level is high.
This means a direct claim won’t work. And a bolder claim won’t work either.
So there are only two options left:
3. Which mechanism do they use?
As you’ve already seen… the market sophistication level is high.
This means a direct claim won’t work. And a bolder claim won’t work either.
So there are only two options left:
Option 1: create a mechanism
Option 2: lead with empathy
Most of the competitors I’ve researched do both.
Good.
So now I need to know which mechanisms they use.
That’s a good hint as to what the market wants to see and what they believe in.
Here’s what they did:
Option 2: lead with empathy
Most of the competitors I’ve researched do both.
Good.
So now I need to know which mechanisms they use.
That’s a good hint as to what the market wants to see and what they believe in.
Here’s what they did:
The biggest 3 competitors decided to use religion or ancient traditions as their mechanisms.
It all went something like this: “the lost X that (tribe/religion/tradition) used to do Y.
Now… let me sum it up to you and explain how I found the competitors:
It all went something like this: “the lost X that (tribe/religion/tradition) used to do Y.
Now… let me sum it up to you and explain how I found the competitors:
First how I found them:
I used various methods. But the simplest one was just googling. Here’s what I googled:
“Top 10 spiritual courses”
And here’s why this works:
There are many affiliate sites in the niche. All selling the same courses.
So…
I used various methods. But the simplest one was just googling. Here’s what I googled:
“Top 10 spiritual courses”
And here’s why this works:
There are many affiliate sites in the niche. All selling the same courses.
So…
If you see some courses being sold by several sites…
Bingo.
They work.
An affiliate site won’t have links of courses that don’t sell.
Now…
I wanna explain to you why that’s more than enough information to build a highly-converting sales page:
Bingo.
They work.
An affiliate site won’t have links of courses that don’t sell.
Now…
I wanna explain to you why that’s more than enough information to build a highly-converting sales page:
Most of the sales pages have 3 crucial parts:
1. The hook
2. The lead
3. The offer
Everything in-between is interchangeable.
And easily written - if the business has some prior online presence.
So…
1. The hook
2. The lead
3. The offer
Everything in-between is interchangeable.
And easily written - if the business has some prior online presence.
So…
The hook is an indirect one. Connected to current world events.
Easy.
The lead hits fear based off of the same events in the hook.
Easy.
The offer is mostly the same for all of them — the only thing that matters is the mechanism.
Which we now have.
Easy.
Makes sense? So…
Easy.
The lead hits fear based off of the same events in the hook.
Easy.
The offer is mostly the same for all of them — the only thing that matters is the mechanism.
Which we now have.
Easy.
Makes sense? So…
This is how I did more than enough market research without ever speaking to a potential client or ever going to forums.
Is it enough?
I don’t know. We’ll see.
Will the page need more changes? Don’t know. We’ll see.
But it’s 90% of the job done. Wouldn’t you agree?
Is it enough?
I don’t know. We’ll see.
Will the page need more changes? Don’t know. We’ll see.
But it’s 90% of the job done. Wouldn’t you agree?
Listen. I have an idea:
I wanna create a free resource where I’d teach how to do market research my way.
Would you like to receive it?
Please vote with your actions.
Retweet this tweet for me to see if enough of you want this.
Thanks for reading. Hope this helped.
I wanna create a free resource where I’d teach how to do market research my way.
Would you like to receive it?
Please vote with your actions.
Retweet this tweet for me to see if enough of you want this.
Thanks for reading. Hope this helped.
Oh and don’t forget to follow me @GrammarHippy for more copywriting and marketing tips you’ll never read in books.
This is the link to retweet.
Would you like me to build the free resource?
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