EVERYTHING You Need To Know To Start Copywriting

Summary

In this informative video, Alex demystifies copywriting as the art of crafting persuasive language to drive sales and engagement. He differentiates it from content writing, emphasizing its goal of conversion and direct response. Alex also outlines the copywriter's toolkit, including ads, landing pages, sales pages, and emails, and introduces his Copy Posse Launch Files program for aspiring copywriters to master these skills.

Takeaways

• 😀 Copywriting is the act of writing persuasive words to sell products or services.
• 📝 It's more than just writing ads; it can start movements, rally audiences, and spread awareness about important topics.
• 💡 Copywriting is crucial for businesses as it's the means of communication with customers and drives sales.
• 🔍 The difference between copywriting and content writing lies in their goals: copywriting aims for conversions, while content writing focuses on engagement and brand loyalty.
• 🎯 A copywriter's main objective is to evoke a direct response or action, such as a sale, click, view, signup, or donation.
• 📚 Content writers create blog posts, educational emails, and social media content to build brand loyalty.
• 🛍️ Copywriters craft sales pages, emails, landing pages, and advertisements designed to convert leads into customers.
• 📈 Copywriting also involves understanding emotional resonance, building trust, and guiding leads through a memorable buying experience.
• 📝 The lines between copywriting and content writing are blurring as audiences seek more personalized and educational sales experiences.
• 📧 Email is a significant part of the sales process, where copywriters nurture leads and build trust over time before making a sale.
• 📈 The Copy Posse Launch Files program teaches foundational copywriting techniques, storytelling, and direct response marketing principles to become a successful copywriter.

Q & A

What is the primary purpose of copywriting according to the video?

The primary purpose of copywriting is to write words that sell stuff, inspire the audience to take action, and communicate with customers effectively.

How does the video define copywriting differently from content writing?

The video defines copywriting as writing with the goal of getting conversions like sales, clicks, views, sign-ups, or donations, whereas content writing aims to create engagement and build brand loyalty.

What are some examples of copywriting mentioned in the video?

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What is the main goal of a content writer according to the video?

A content writer's main goal is to create engagement and build brand loyalty through writing blog posts, educational emails, long-form social media posts, and content video scripts.

How does the video describe the role of copywriting in business?

The video describes copywriting as the lifeblood of every business because it is the words used to communicate with customers and is essential for getting audiences to buy from the business.

What are the common assets a copywriter might be hired to write according to the video?

The common assets a copywriter might be hired to write include ads, landing pages, sales pages, and emails.

What is the difference between a landing page and a sales page as explained in the video?

A landing page is typically used to generate new leads and is short and to the point, often asking for sign-ups for free offerings. A sales page, on the other hand, is designed to sell a product or service, outlining features, benefits, and including social proof and a compelling offer.

How does the video suggest nurturing new leads through email?

The video suggests nurturing new leads through a series of welcome emails that welcome the lead, share the mission, and make a strong offer, followed by high-value emails sent regularly to keep the audience engaged.

What is the Copy Posse Launch Files program mentioned in the video?

The Copy Posse Launch Files is an eight-week copywriting program that teaches brand new writers everything they need to get hired and start making money as a copywriter, covering foundational techniques, checklists, formulas, and more complex aspects like bio-psychology hooks and storytelling.

How does the video describe the process of writing an effective ad?

The video describes the process of writing an effective ad as starting with a compelling hook to capture attention, followed by a strong opening, convincing body copy, and ending with a strong call to action.

What is the video's perspective on the relationship between copywriting and content writing today?

The video suggests that the lines between great copywriting and content writing are becoming blurred, with audiences seeking more conversational, personalized, and educational sales experiences, and the best copywriters being great content marketers where storytelling, brand experience, and sales meet.

Outlines

00:00

📝 Introduction to Copywriting

This paragraph introduces the concept of copywriting as the art of selling through words. The speaker, Alex, promises to explain copywriting, differentiate it from other forms of writing, and provide examples—all within ten minutes. Alex also introduces his channel, which covers various aspects of building an online business. Copywriting is described as more than just writing ads; it's a tool for starting movements, rallying audiences, and spreading awareness. It's also essential for business communication with customers. The paragraph ends with a definition of copywriting as words designed to inspire action.

05:01

🔍 The Role and Difference Between Copywriting and Content Writing

Alex delves into the specifics of copywriting, contrasting it with content writing. He explains that while both are crucial for business, they serve different purposes. Content writing aims to engage and build brand loyalty through blog posts and educational materials, whereas copywriting's primary goal is to convert prospects into customers. Copywriting is also known as direct response copywriting because it elicits a direct action from the audience. Alex mentions that copywriters write sales pages, emails, landing pages, and advertisements, and may also be involved in auditing existing pages to improve conversion rates. The paragraph concludes with a modern perspective on copywriting, suggesting that the best copywriters combine storytelling with marketing principles to create a memorable buying experience.

10:01

📚 Common Copywriting Tasks and the Copy Posse Launch Files Program

This paragraph outlines the most common tasks a copywriter might be hired to perform, such as writing ads, landing pages, sales pages, and emails. Alex mentions his eight-week copywriting program, the Copy Posse Launch Files, designed to teach new writers the necessary skills to get hired and start earning as copywriters. The program covers foundational techniques, bio-psychology hooks, storytelling, and language use to persuade buyers. Alex provides an overview of each asset type, explaining their purpose and the process involved in writing them. He also discusses the importance of nurturing leads through email marketing and provides a brief on his six-email promotional sequence taught in the Launch Files program.

👋 Conclusion and Next Steps

In the concluding paragraph, Alex signs off and encourages viewers to watch the next video for further insights into copywriting. He invites viewers to engage by liking the video and checking out additional content. Alex teases the next video's content, which will reveal secrets of highly successful copywriters. He also offers a free gift for viewers interested in learning more about the differences between a struggling copywriter and a thriving one, directing them to click for more information.

Keywords

💡Copywriting

Copywriting is the act of writing persuasive content aimed at selling products or services. It is central to the video's theme as it is the main subject being discussed. The video defines copywriting as more than just writing advertisements; it's about creating content that starts movements, rallies audiences, and spreads awareness, while also being essential for business communication with customers.

💡Direct Response

Direct response in the context of copywriting refers to the immediate action or reaction that the written content is designed to elicit from the audience. The video explains that copywriters aim to get conversions, such as sales, clicks, views, sign-ups, or donations, which are direct responses to their work.

💡Content Writing

Content writing is differentiated from copywriting in the video. While copywriting focuses on direct sales and conversions, content writing aims to create engagement and build brand loyalty through blog posts, educational emails, and social media content. The distinction is important for understanding the different goals and strategies in writing for business.

💡Conversion

In the video, conversion is used to describe the successful outcome of a copywriter's efforts, such as a sale, click, view, sign-up, or donation. It is a key metric for measuring the effectiveness of copywriting in driving desired actions from the audience.

💡Brand Storytelling

Brand storytelling is a method of connecting with an audience on an emotional level by sharing the story behind a brand. The video suggests that great copywriters today are also great content marketers, combining storytelling with sales to create a memorable brand experience.

💡Landing Page

A landing page is a specific web page that people arrive at after clicking on an ad or a link. In the video, it is mentioned as a place where users are directed after engaging with an ad, with the purpose of capturing leads through sign-ups for free offers or promoting immediate sales.

💡Sales Page

A sales page is a type of web page designed to sell a product or service. The video describes it as a place where all features and benefits of an offering are outlined, along with social proof and a compelling offer to encourage action.

💡Email Marketing

Email marketing is a method of nurturing leads and promoting products or services through email communication. The video emphasizes the importance of email in the sales process, discussing welcome emails, promotional sequences, and the role of email in building trust and making offers.

💡Marketing Funnel

The marketing funnel is a concept that describes the journey of a lead from initial awareness to becoming a customer. The video mentions that copywriters may be asked to write various pieces of content that strategically guide a lead through the sales funnel.

💡Bio-Psychology Hooks

Bio-psychology hooks refer to techniques that leverage psychological principles to capture attention and engage readers. The video mentions these hooks as part of the copywriting techniques taught in the Copy Posse Launch Files program, indicating their importance in creating compelling copy.

💡Opt-in Page

An opt-in page is similar to a landing page but specifically designed to encourage visitors to provide their contact information in exchange for something of value, like a free workshop or guide. The video uses this term to illustrate the initial step in lead generation.

Highlights

Copywriting is defined as the act of writing words that sell stuff, emphasizing its purpose beyond mere transactional communication.

Copywriting can inspire movements, rally audiences, and spread awareness, showcasing its broader impact beyond sales.

The importance of copywriting in business is underscored as it is the means of communication with customers.

Examples of copywriting's influence include emails for event attendance and social media posts prompting engagement.

A clear distinction is made between copywriting and content writing, highlighting their different goals in business.

Content writers aim for engagement and brand loyalty, while copywriters focus on conversions such as sales or clicks.

Copywriting is also known as direct response copywriting due to its aim to evoke immediate action from the audience.

The speaker discusses the evolution of their opinion on the relationship between copywriting and content writing since 2019.

A great copywriter today needs to understand emotional resonance, trust-building, and guiding leads through a memorable buying experience.

The lines between copywriting and content writing are blurring as audiences seek more personalized and educational sales experiences.

The speaker introduces the Copy Posse, a program that teaches the combination of brand storytelling with direct response marketing principles.

Common tasks for a copywriter include writing ads, landing pages, sales pages, and emails, which are all taught in the Copy Posse Launch Files program.

The Copy Posse Launch Files program is designed to teach new writers the skills needed to get hired and start earning as copywriters within eight weeks.

The importance of a strong hook, compelling body copy, and a clear call to action in writing effective ads is emphasized.

Landing pages are differentiated from sales pages, with the former focusing on lead generation and the latter on direct sales.

Sales pages are described as long and detailed, including features, benefits, social proof, and a compelling offer.

Emails play a crucial role in the sales process, with the speaker detailing a six-email promotional sequence taught in the Launch Files program.

The speaker invites viewers to learn more about the Copy Posse Launch Files program and the secrets of high-paid copywriters in upcoming videos.

Transcripts

As any Google search will tell you, copywriting is the act

of writing words that sell stuff.

Okay, cool. But what does that actually mean?

In this video, I'm gonna explain exactly what copywriting is

and how it's different from other forms of writing,

and I'll even show you some examples of copywriting

and action all in less than 10 minutes.

Keep watching.

Hey Posse, what's up? It's Alex. Here on my channel,

you'll learn all the things you need

to build your online business from copywriting, branding,

marketing, social media, and everything else in between.

So if that sounds good to you,

then make sure you subscribe below.

And don't forget to hit that bell

to be notified when my next video goes live.

So what is copywriting?

Well, copywriting is defined online as the activity

or occupation of writing the texts of advertisements

or publicity material, which makes it sound really,

really boring and kind of transactional.

I, I know I'm biased,

but I actually think copywriting is

a lot more fun than that.

Copywriting can start movements, it can rally audiences,

it can spread awareness about important topics.

And yes, it is the lifeblood of every single business.

Because without copywriting, you have no business.

It is literally the words you use

to communicate with your customers.

So although yes, copywriting does get your audience

to buy from you through ads

and other publicity material,

it does so much more than that.

Like for example, when you read an email that gets you

to attend an event or donate to a cause that matters to you,

or you read a social post that gets you to comment

and engage with it. Or maybe share it

or DM it to your friend.

Or you enter your email address to sign up

for a free workshop or online guide.

Yes, it was copywriting that convinced you to do that.

So that is why I define copywriting as words

that are specifically designed to inspire your audience

to take any sort of action.

So now that you know what copywriting is,

you might be wondering, okay, Alex,

but where do you actually use it?

Is it the same thing as writing blog

posts and social captions?

What does it actually look like in practice?

Well, let's get into it.

And I'm gonna start by talking about the difference

between copywriting and content writing.

Well, you might be surprised to know

that my opinion on this has actually changed a bit since the

very first and kind of awkward video

that I posted on the topic back in 2019.

But to break it down, simply,

copywriting is not the same thing as content writing.

They are both very important in business today,

but they have two very different end goals.

A content writer's number one goal is to create engagement

and build brand loyalty.

And they do this through writing things like blog posts

or educational emails, long form social media posts

and content video scripts like this one.

Whereas a copywriter's number one goal is

to get the conversion AKA sale, a click, a view,

a signup, or a donation.

That's why copywriting is also called direct response

copywriting because the words evoke a direct response

or action. Huh!

So this means that copywriters aren't typically writing

things like blog posts.

They are writing things like sales pages, emails,

landing pages, marketing

and webinar scripts and advertisements.

Now, as a copywriter, you might be asked

to write every single one of these pieces

as a marketing funnel designed

to strategically take a new lead

through the entire sales funnel from start to finish.

Or you could get hired by a business

to audit their existing pages and funnels

and make tweaks to boost overall conversion rates.

So by its more traditional definition, yes,

a copywriter helps businesses get more leads

and then turn more leads into paying customers.

But in my opinion today, a great copywriter also needs

to understand how to create emotional resonance

with a reader, build trust and authority, and properly guide

and nurture new leads through a valuable

and memorable buying experience.

Which begs the question, wait, Alex, isn't

that a lot like content writing?

Well, you're not wrong.

I actually think the lines between great copywriting

and content writing are becoming more

and more blurred as audiences today are seeking out more

conversational, personalized,

and educational sales experiences.

So while there definitely is still a place

for traditional direct response copywriting

and purely educational, entertaining,

or inspirational content writing,

I think the best copywriters today are really great content

marketers where storytelling and brand experience

and sales all meet together.

And that is exactly what I teach at the Copy Posse.

I believe that the best copywriting combines the power

of authentic brand storytelling

with proven direct response marketing principles,

which brings me to what a copywriter

actually does day to day.

Okay, so what does all of this actually look like

for someone like you who is interested

in becoming a copywriter?

Let's break down the most common things a copywriter

might be hired to write.

They are ads, landing pages, sales pages, and emails.

And by the way, these are all the assets

that I teach my students how to write

inside my eight week copywriting program,

the Copy Posse Launch Files.

I actually structured this program specifically

to teach brand new writers everything they need to get hired

and start making money in just eight weeks

as a copywriter from foundational copywriting techniques,

checklists, and formulas for you to base your writing on

to diving into the more fun

and complex things like bio-psychology hooks,

and how to use storytelling

and specific language to get people to buy

and a whole lot more.

And you can learn more about the Launch Files program

and the description box below.

But for this video, let's just do a quick overview of all

of the assets that I just mentioned so you have a good idea

of what all of this looks like.

Okay, so ads. The first step of any marketing plan is to get

to traffic, AKA new leads,

to hopefully turn into paying customers.

You want people actually landing on your website,

and this is where ads come in.

So think of the paid ads like this

that you see on Facebook and Google.

Each and every one of these ads usually has one

of two purposes. A, to get a new lead,

or B, to get an immediate sale.

There are other types of ads like engagement ads

and awareness ads, but we're gonna talk about

the most common ones right now.

So which one you'll be asked

to write really depends on the specific

target audience you are writing for.

But in general, when you're writing an ad, you'll need

to one, think of a compelling hook

that captures the reader's attention, right?

You want them to stop scrolling to actually look at the ad.

Write a strong opening to get them

to continue reading the ad, which brings me

to compelling body copy that convinces them that you have

what they need and then you wanna end with a strong call

to action to get them to take action.

Yes. Okay, the next asset you may be asked

to write is a landing page.

So if your ad does its job, then the user will click that ad

and then go to a landing page or a sales page.

Now, if the purpose of your ad was to generate new leads,

that means you're not trying to sell anything right away,

and your leads would likely go

to an opt-in page or a landing page.

Now, this is different from a sales page in that, again,

you're not trying to sell anything.

Most of the time you simply want them to sign up

for something for free, like a workshop, an ebook,

or some sort of free guide.

Landing pages are usually pretty short and to the point.

You'll start with a strong hook, give a few strong benefits

or reasons why they need it,

and then yes, of course, give them a call to action.

So they sign up for this free thing,

which means they've officially joined your email list

and you can begin the process of nurturing

and marketing to them.

But let's talk about the other option.

Your ad is selling something,

and in that case, you'll take them directly to a sales page.

Now, of course, this is where you'll wanna outline all

of the features and benefits of your product

or service, include social proof, like testimonials

and stories along with a really, really great offer

that convinces them to take action.

So as you can see, this sales page is pretty long.

Not all sales pages are this long,

but most will follow the same core conversion triggers.

And I go through this in so much more detail

inside the Launch Files program.

You'll learn how to create sales pages just like this.

You'll learn where each conversion trigger should be applied

for maximum impact, how

to actually write a sales page in a compelling

and persuasive way, and why, this is really important,

why each section matters.

So if you wanna see that whole page in action

and check out the Launch Files program,

you can click the link in the description below.

Okay, so we've talked about ads,

landing pages, and sales pages.

Now the next, and probably the most common thing you'll be

asked to write as a copywriter is my favorite, emails.

So this is a big one

because email is such an important part

of the whole sales process.

It is pretty rare that a brand new lead will see an ad

and then immediately become a customer right there.

Like on day zero it does happen.

And of course, we love those people,

those fast action takers, but it is pretty rare.

More often than not, a new lead will sign up

for your email list and then they'll receive

a set of welcome emails.

Now, I always recommend sending at least three welcome

emails where email number one welcomes new leads,

gets them excited to be part of your community,

and gives them next steps in email.

Two, you wanna share more about your mission,

and most importantly, get them to feel included

and like they're part of something with you.

And email three is

where you tell them exactly how you can help them.

And at this point, you really wanna make a strong offer

and tell them where they can go

to get your product or service.

But your job doesn't end there.

A new lead could take a few days, weeks, or even months

before deciding whether or not you're the person

they want to buy from.

It can be a long process to nurture a new lead

and turn them into a customer,

which means high value emails need

to be sent on a regular basis

to keep your audience warm and engaging with you.

That way when it comes time to promote something,

you're already gonna have a lot of trust established

with your list, and the promotion will go

so, so much better.

Now, in terms of

what writing those promotional emails will look like for you

as the copywriter, inside the Launch Files program,

I teach you my proven six email promotional sequence.

You'll get my formulas, tons of examples,

and even my exact email

and social copy that I use during my own promotions.

I have put everything you need to start a thriving

and successful copywriting career into this program.

I'll walk you step-by-step through the entire process

with detailed video trainings, downloadable PDFs, templates,

and formulas for you to reference and swipe

and so, so much more.

And you can learn more about the Launch Files in

the description box below.

Now give me a thumbs up below if you're excited

to start your copywriting career.

And if you wanna go even deeper down the copywriting rabbit

hole, make sure to check out my next video

where I break down the secrets

of the highest paid copywriters today.

You can watch that next.

And I'll see you next week with a brand new video.

Until then, I'm Alex. Ciao for now.

All right, guys, if you enjoyed that video, make sure

to check out the next one for me right here,

and you can click right here to get a free gift.

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