Study Guide > Copy Papi - Copywriting Crash Course_“Who’s your daddy?” _ University of Colorado, Col

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Copy Papi “Who’s your daddy?”

A copywriting crash course by Marketing Funnel Academy ● Think of yourself as a creative writer - ​not​ a copywriter, ​not​ a

network marketer. Who makes art, not ads. I’m serious. I want you treating paragraphs like Picasso did paintings.

● If all you do is read books on copywriting, you’ll sound like everyone else who only reads books on copywriting. Yawn.

Your sponsor called. He wants his sentences back. ● Online, especially, where millions of marketers are all saying the same shit, you’re better off “reading wide.” ● Meaning, gobble up great writing from as many unique sources as possible. ● Two of my favorites are ​Digital Comic Museum​ (a library of public domain comic books) and ​Genius​ (song lyrics).

● Also, I’m not mad at trashy tabloids, romance books, jokes, and lines from your favorite movies and TV shows. But don’t stop there. The more the merrier. ● Whaddya look for? Anything awesome. Words, phrases, headlines, humor, style, flow, formatting, slang, whatever winks at you. ● When you find something saucy, save it. Screenshot it; copy and paste it into a text document; store it in your iPhone; write it down manually in a journal; whatever’s clever, Trevor. Just don’t lose it. ● Then what? One, reread it often. Two, reflect. Why’d you like it? Why’d it make you smile? Or actually laugh out loud? Or tear up? Or take action? Or keep reading even though you weren’t interested in the subject? Or share it with a friend? ● Once you understand what other world-class writers are doing, you can borrow their brilliance to come up with your own material. ● If you do nothing else but ​this​ - spend a few minutes a day

studying steamy copy from a wide variety of resources? My G. You’re gonna get better.

● Any time you write, whether it’s an ad or email or a post on social media or video script, try to come up with a hook. One clear, convincing idea that’ll snag readers’ attention. ● If you’re struggling, ask questions like: ○ What’s the number one thing this audience wants? ○ How’ll my products or opportunity make ‘em feel? ○ How’ll they be seen by others after using ‘em or joining? ○ How’ll their life improve after taking action? ○ What happens if they ​don’t​ take action? ○ What keeps ‘em up at night?

○ What annoys them most about the industry? ○ What’ll the cynics and skeptics say when they see this? ○ What’s the elephant in the room here? ○ What are competitors unwilling or unable to do? ● Once you’ve got a winning concept, theme urrthang around that.

With Facebook ads, for example, we’ll use the hook as the headline; try to find an image that supports it; and wrap the body copy around it. Ditto landing/squeeze page. Even the URL. Which is why your done-for-you funnel will work so damn good. ● Now for the “meat” of the ad/email/article/post/script/whatever.

Some suggestions: ○ Small words, sentences, paragraphs. ○ Speak as plain as is appropriate for the project.

○ Lots of line breaks... so it’s easy to read on mobile. ○ Every sentence needs to be in order. No ADHD. ○ Transition from one thought to the next with connectors: ■ It’s true!

■ Well…

■ But...

■ Anyways…

■ It gets better...

■ Because...

■ Who cares, right?

■ So...

■ “What’s your point?”

■ By now…

■ Still with me?

■ Of course…

■ All in all...

■ As you know…

■ Would you agree?

■ Look…

■ Now here’s the good part…

■ Think about it...

■ Problem is...

■ In any case…

■ Am I right?

■ Whatever…

■ In other words...

■ Lemme explain…

■ I know what you’re thinkin’... ○ The more thorough you are, the more conversions you get. ○ Anticipate questions, and answer them. ○ Anticipate objections, and overcome them. ○ Admit what’s in it for you... which builds trust. ○ Have one call to action and make it as easy as possible. ○ Walk them through it. ○ Tell them what to expect. ○ Repeat this call to action at least 2-3 times throughout. ○ Sign off. ○ Consider a PS to sum up everything you just said. ○ And maybe a PPS with a compelling reason to act now. ○ When it’s complete, read it back out loud. ○ Even better, have a friend read it out loud while ​you​ listen. ○ Look for choppy parts and smooth ‘em out.

○ Repeat. Over and over and over… and over. ○ We want perfection. ○ It should be fun and fast and sound totally natural. ● Let’s recap (reference this simple checklist whenever you add anything to the done-for-you funnel we built for you): ○ Skinny sentences. Aim for 11 words or less in the majority of ‘em! ○ One thought per line.

○ Transitions. (Now before you; make sense; whaddya say; awesome; and if you’re not; okie dokie.) ○ Conversational tone. (Contractions, slang.) ○ Organized. ○ Complete. ○ Questions, answered. ○ Objections, handled. ○ Damaging admission. (“Yep, this costs money.”) ○ One simple call to action, repeated at least once. ○ Urgency, if possible. (What’ll they gain by acting now?

Or what pain will they be spared?) ○ Hand-holding. (“Unsubscribe from these emails if you’re not feeling it.”) ○ Edited repeatedly until it’s a damn Slip ‘N Slide. ● That’s pretty much it. It only took me a decade to distill it down to the notes above. ● From here, it’s repetition. Nothing sexy about it. You’ll either do the work, daily, or you won’t. Those who do will ​literally write their own destiny.