[[Course - Seven-Figure Copywriting - AWAI|AWAI]] # AWAI Live Notes Session 1 5 easy ways to gain confidence as a new copywriter: Might want to come back to this. ## 7 Tips for Success: - Study Diligently… and Practice. - When learning a new skill, as with any endeavor, you need to practice. - Affirmations… with a Twist - Have a positive mindset!! Whatever fears, doubts, negativity that’s floating around, address it head on and create an affirmation to put a positive spin on it. That way, you’re in complete control. - Create your own victory log - To remind yourself of your small wins to keep you motivated. - Set up a Writing Routine. - It’s important to have a ritual or space. Giving space, writing every day, scheduling it, let everyone in your life know this is your writing time. Treat it seriously, give yourself this advantage. - “Theater of Your Mind” - Watch a movie of yourself achieving a goal. The more vivid / more detailed the more helpful the exercise is. - If your biggest fear is calling a client and them shooting you down, picture yourself doing it and being successful. - Doing the exercise helps relieve some of the fear. - Break Down Goals into bite-sized pieces. - How do you eat an elephant? One bite at a time! - Before you approach a $5,000 project, try writing a few projects for cheap or free to get some reps in. Work up to the larger goal. - Create a “Lens” to evaluate all opportunities. - Make a plan for yourself after you complete the course. - Where do you want copywriting to take you? How much money do you want to make? What industry? - As you make this, you can evaluate any decisions you may make and see if it aligns with your plan / goal. - If you fall off the path for any reason, get back on! ### What you DO need! (And what you don’t!) DO: - The desire to succeed. - Some “speaking” ability. - Being able to speak in your authentic, conversational tone. - Be willing to read. - Every successful copywriter is an avid reader. Helps to stimulate ideas. Form communication skills. Need as many brain inputs as possible. - Know your value. - You’re helping clients solve their #1 problem! How do they grow bigger? More sales? - You need the drive and dedication to learn your craft… and understand that there’s nothing magical about writing powerful, money-making copy. - You have all the tools and resources available, you need to USE THEM!! - Need to get really interested in Psychology. Helps with your craft. DON’T: - To be a “good” writer. “The ability to organize words that motivate people to buy is a super-power.” - Dan Kennedy. Basic Definition of Copywriting: Copywriting is any writing that offers a product or service for sale. - It goes deeper. It’s really anything that can motivate anyone take any action. Donating to charity, survey, free report sign up, etc. Copywriting can be a lucrative career because… - Royalties.. - Bonuses. - Responses are measurable.. - Coding / Tracking. _“With direct-response copywriting, you can write your own ticket.”_ - Don Mahoney. _“If you can arrange it, be born into money; preferably a vast fortune._ _“Failing that, be born with world-class good looks, with a heaping helping of acting, musical, or athletic talent._ _“If you are unable to arrange for these things and still seek unlimited wealth and freedom, become a direct response copywriter._ _“It will afford you wealth and freedom that is otherwise reserved for the world’s most fortunate elite.”_ — Clayton Makepeace # THE SCIENCE OF COPYWRITING - Sell the product. - Present the product in a way that makes it _irresistible_. - Write for your customer.. not your client. - Don’t get distracted by what the client wants. They may not know what they need. - Important to understand the audience’s.. - Demographics. - Psychology. - Economic trends. “The copywriter’s primary task is to understand how his product benefits the prospect, list those benefits and then decide which one of them to stress.” — David Ogilvy - It’s your job to find the main benefits and move your prospect into taking action. ### 3 Fundamental Rules of Selling. - People don’t like to be sold!! - People like shopping and buying because it puts them in control. - Being sold feels manipulative, loss of control. Most people retreat from sales tactics. - People buy things for __EMOTIONAL__, not rational reasons. - Fear, greed, power, loss aversion, etc. Several emotions that appeal to customers feelings and desires. __Sell to their heart first, not their head__. - Once sold, people need to satisfy their emotional decisions with logic. - People need to be able to say, “I made the right decision.” ### What is “Good” Writing? “Good writing is good thinking… clearly expressed.” — Mark Morgan Ford To be a good copywriter, you need to be able to present good ideas clearly. And, the best way to do that is limit yourself to _a single idea_. It’s called, _The Power of One_. __The Power of One__ - Emphasizes _one good idea_. - Stirs _one core emotion_. - Tells _one captivating story_. - Directs the customer to _one inevitable response_. One good idea, clearly and convincingly presented, is better than a dozen so-so ideas strung together. _“The most effective way to keep your writing good and simple is to write about one — and only one — big idea at a time._ _Figure out exactly what you want to say. Stick to that and eliminate other, unrelated ideas, even if you think that they are interesting_.” - Mark Morgan Ford