Copywriting by Neeraj Singh Rathore

 

 

What an amazing  session by Neeja Sing Rathore, which I was fortunate to attended from 3rd to 5th July 2021. It not only provided insight into what copywriting and Content writing is, but gave a bird's eve view on Digital Marketing, Brand Building etc. 

Day 1: 3rd July 2021

Copyrighting is just crafting words for the sole purpose of conversion. It is the foundation of selling. It is emotional, telling story. The purpose of Copywriting is for sale/conversion, with a goal to increase revenue, and the direction is Linear and Strategic. 

Content writing is just the information that you give out. The purpose of content writing is Engagement/Brand Loyalty building. It is Multi-directional with the goal to increase likes, shares and comments. 

*10 Step Framework* - When you create sales pages or videos; remember the keys to have are:

1. Headline/Attraction Grabber - Grab attention
2. Problem - Set up + Solution 
3. Solution - Show results and benefits
4. Social Proof - Provide credentials and social proof    
5. Make your offer
6. Add Bonus/Stack Value
7. Reveal the price
8. Give a guarantee
9. Urgency - Inject Scarcity
10. CTA- Final Call to Action/Reminder

To Grab attention use words like:

Step 1: Grab Attention:

• • Who else want ....
• • The secret of ...
• • Here is the method....
• • Little known ways.....
• • What everybody ought to know......
• • The lazy dads way – 
• • Do you recognize....
• • See how easily....

 

How will I know if headline is good – understand the hack.

Use ‘Headline analyser

You don’t need a digital marketer – go to google and search -)  Canva.com : Download and post to social networking 

And then comes this message:

"Why are we always short of money. For many years I was not having enough money.

Whenever I used to take my wife out for a dinner, I would open the menu card, look on the right side and only order the cheapest item.

Why?

Because I did not have the cashflow, and there was not enough money in my bank to afford an expensive meal.

After going through a lot of personal development and learning from mentors, I realised that my lack of money was not the real problem.

It was only a symptom that was showing up.

The more I studied about this topic, I learned that there are 5 root causes reasons why people suffer from money problems:

If you think rich people are bad at the subconscious level, then you will not be able to attract money. You cannot attract what you despise. Even though consciously you may want to become rich, subconsciously you are repelling riches. Change this mindset first.

Poor money management is a root cause of being poor. If you cannot manage the small sums of money, how can the universe give you large sums of it? If a child cannot handle a single-scoop ice cream, the parent is never going to give a triple-scoop ice cream however much the child cries for it. That's how it works. You will be given more by God (or the universe), if you are able to be more responsible with what you already have.

Not "personally growing" is a root cause of being broke. If you are not willing to invest in your own personal growth and learning, how will you ever grow? You and your business will only grow to the extent that you do. If you are not investing in courses and training programs, you will remain stagnant at the same level. Don't be cheap on your journey to greatness. Invest in yourself. You are the best investment that you can make in.

Not having a mentor will keep you in a world of illusion. When you are on your own trying to figure things out by yourself, it's going to take you a very long time to achieve results through trial and error. Personally, I have wasted over 7 years of my life trying to figure things out on my own. Once I found my mentor and surrendered to his proven system, everything started to change. My income started to grow exponentially. This also has to do with EGO. People who have a big ego will not want mentors. They think they are too smart. And that's what keeps them broke.

Not developing new skills is also a root cause of not having money. You might have been successful 10 years ago, but if you are not adapting to the new world and building new skills, you will remain stagnant in your income. Constantly learning new skills and strategies is the key to sustainable growth in your income.

These are the 5 reasons why people remain broke and struggle.

But the good new is this...

You can change this, anytime.

All it takes is to make that one decision.

You need to be open.

You need to be willing to grow.

That's it.

I hope this made sense to you.

I truly want to help you become successful financially.

When more money comes in the hands of good people, more good can be done in this world.

Do not let your little fears inside stop you from contributing in a big way to this world.

Do not be a miser.

Think big.

Grow big.

I'm with you.

And I believe in you."

Another sales technique. 

Day 2: 4th July 2021

Coaching and sales are different. What is important is conversion process, It’s not about the lead (prospective client). Do what you do best, delegate the rest. 

Most commong mistake is only talking  about FAB – Feature, advantage, benefit.

A writer/coach/ and seller are different – selling is not about telling. 

If you need fruit, you will have to invest on the seed. 

Give away the books – you will create fan. Law of reciprocity. Give ebook worth  Rs. 700 and take Rs. 7,500 from audience.

·        Talk about your dreams, don’t let them down

·        Ebook is a lead magnet.

When writer thinks he wants to sell children's book who would be the target audience? The ultimate decision maker – example if you want to sell children's book , the parents need to feel the need to buy the book. 

Do we need paid marketing or organic? Do organic. Make sales funnel. Word of mouth is karma marketing. You cannot be relying on your karmas. Sales Navigator in linked in will help you get the leads.

How to create good video.

Have vision, and work towards it.  Untill you are willing to be visible how can you sell?

Onus of sale is never on a publisher, it is that of the author.

Duniya kha subse bhada rogh, khya kahenge log.

Go out, make claim. 

Build trust credibility and inspire action

People don’t buy the product, but they buy the outcome of your product.

6 P’s to be remembered: 

• • Problem – wired to avoid pain above gaining pleasure – I help (audience)------with (problem)
• • Pain – Problem is not the pain, it is the cause of the pain
• • Prescription- It is not the solution. Keep the A card with you. Hukum kha ekka apne pas rakho. Talk about the method, approach. Make people belive that you will get the solution. You will talk about the what and why and not how. 
• • Pivot – changing the perspective -whats your mission , reason or inspiration for creating the product.
• • Positioning – 
• • Product – make it better, simpler and faster, easier and cheaper

Good copy should appeal to the readers emotions, not the writers emotions. Evoke emotions that will make customers take desired actions. Instead of using exaggerated words like "overjoyed" and "amazing", use honest words like "exclusive", "One-time-only" ; by doing it you are tapping into their emotions, in a way that will lead them to take the desired action. 

Creative copy requires a lot of reading and writing, as well as an abandonment of rigid thinking. For example write 'Kool' and not 'Cool', be casual and engaging. Effective ways to engage reader's include the use of curiosity, secrets and story telling. Oldest known techniques for these are AIDA and TIPS.

AIDA is Attention, Interest, Desire and Action.

TIPS is Tempt, Influence, Persuade and Sell.

Story telling is another effective way to grab the attention of the readers, and the four elements of it are: the protagonist, the problem, the description of what happened and the solution. You may have the product, but it is the story, that will keep the readers emotionally invested. 

Example: Keyed, crashed and left to rot in the barn, The one man decided to do something amazing. 

How do you grow your business, a small example:

• Build your personal Brand - 
• Play to your inner strength – don’t copy - 
• Discover your why?
• Find your quite focus?
• Have a clear voice?
• Use your energy wisely

Confidence, curiosity, Credibility, Catalyst, commitment (culture) – commitment khar de tho upnie bhi nahi suntan.

If they like you, they will listen to you; if they trust you, they will buy from you.

If no one is listening to you , you have not created the brand. 

Get clients first, that is the key even before branding,

Email : Get the Business Break Through you need, Never sell, People don’t want to be sold, but they want to buy.  People do business with people. 

Every day end write:  www

• What went well 

• What went wrong

• What can be improved

30 days productivity planner

Improve the marketing funnel. Have a vision.

Create Videos:

7 tips for overcoming camera anxiety and grow your business 

• Just go to the Mirror and practise 
• Take a few deep breaths first and maybe jump and use affirmations 
• Minimize distractions while recording out your mobile away. 
• Slow down while talking, like talking to someone 
• Look directly at the camera like you connecting with each one of them. 
• Include the human moments and use emotions. 
• Don't take yourself too seriously, have fun doing it.

Another way of creating videos are:

Day 3: 5th July 2021

Own website, Blog monetize risk – hacking risk? Use account with less or no money. 

Basics of persuasive writing – over all 10 step process. 

Know the closing technique.

Trust yourself! – You do your part. It is not about what you say, but who you are, be who you are.

Books to read – Breakthrough Advertisment/Lead Magnet

When you see an ad.. what puts up the antenna is what it  appeal, attract, shareable.

How to get high network clients

The real success is how do you serve your clients. 80% internal communication, Internal will manifest external. Sub con mind. Set your goal. Strong reason to win....

Break the rules, unleash the power within. 

Never reveal the big sale until last.

Most dangerous letter in English – I know that. Empty your cup, when you want to learn.

Its about doing and not knowing. Have belief in yourself.  Freedom – Serve others.

Decide and then, Go and do it. 

Don't be the number one, be the only one.

Work on who and not what. It is the journey and not the destination that matter. At the highest income level, you do not get paid for what you do, but for who you are.

The best people at anything are generally the poorest. It's about being known or perceived as being the best. 

Make world smaller. It's all about demand and supply. Call for action. Know your client. Niches create riches. Selling is transfer of emotion.  You get more traction and leverage in selling when you use negative feelings than you do positive feelings.  Positive feelings are success, achievement, peace of mind, acceptance, admission, benefit, love, security, pride respect. 

Content Marketing Strategy:

Sales page checklist.

Concept of Copywriting:

Copywriting is the aspect of writing copies for the sole purpose of marketing and advertising. 

In broadcasting, marketing, and advertising, copywriters also create newsletters, online ads, inter-net content, press releases, catalogs, brochures, and other marketing material, TV and radio commercial scripts, and many more. 

Many copywriters are choosing to be independent, to freelance, because they are able to perform tasks such as editing, messaging, consulting, SEO consulting, proof reading, design and layout etc. 

Content writers work is to write a car ad to persuade a potential customer, while the work of a technical writer is to write about the operations of the car from the reading manual. 

As a copywriter, you get a chance to influence the masses by creating an ad or creative piece that remains on the mind of the viewer. 

What every beginner copywriter needs to know?

Creating compelling copies demand a sort of inside in-formation to what moves the masses or what builds up emotions in the specific target viewer or buyer.

To create compelling copies, you need to know your character to get a story that compel them. This is the first principle of copywriting. 

1. Your 'target' reader or your target want to feel important
2. Most Targets are insecure
3. Glimpsing into their past can give you clues and help you create better copies.
4. Conflict is the window into the true character of the target
5. How far are they willing to go

Remember

1. Your product is far less important than the needs of the customer
2. 80% of your copy should be in the second person voice.
3. K.I.S.S - Keep It Stupid Simple
4. Red pen rule - after completing your final copy, read it again and eliminate at least 30% of it. It makes you message compact, succinct and actionable.  
5. S.L.A.P. Rule - Stop, Listen or Look, Act and Purchase. Do not leave the call to action as a suggestion. Demand some action from the consumer by using compelling content and words. Figuratively speaking, your copy should slap the target into action. 

Define your success: Ask

• How much money, per month do you want to make from copywriting?
• How much free time do you require?
• How much hours per day will you work?
• Which field of copywriting excites you?
• Do you love telling stories or writing technically?

Pursue and aim to achieve the clients and consumers expectation. Do not give client instant expectation. Adhere to the rules of ethical freelancing. 

Today value addition drive the copywriting business. While clients look for the very best people who can add some value to them and their companies, giving each copies your best guarantees your readiness to challenge and shows the client your real value. 

Practise, Practise.

To show credibility, you need to give statistics. 

1. Figuring out what people want from your product is the first step. 
2. Targeting the right group of people is the most effective growth strategy for a start-up. 
3. The third step is about making your product go viral
4. The final step is to focus on improving your product to retain customers

• Product online contents that makes your company an information source and deepen your customer relation
• Find your brands voice and identify your audience and their needs
• Connect to customers by gathering and sharing information through a variety of social media
• Share your content every chance you get and make it easy for others to share it too.
• Set a calendar to systematically produce, monitor and repackage your content
• Metrics Matter: Set specific and measurable goals and be smart about keywords.
• Build unique contents for business customers to suit their special needs
• Finding  the true purpose the meaning of your work will help you feel motivated and aliv
• Selling with noble purpose means focusing on customer needs, which can also generate profit.
• Scary bosses are not good for business, as fear takes the focus away from customer needs
• An honest sales pitch can't be faked, so it's best to sell products that are truly helpful. 
• Creating engaging stories about your company is crucial for motivation and sales.
• A good customer relationship management will improve sales, more than a good supervisor. 
• It's important to collect detailed information on successful sales and share it with everyone.
• Simple rules can keep employees motivated and engaged, which always makes work more enjoyable. 

Top of Mind:

• Traditional "Me" marketing has given over to the new strategies of "You" Marketing, which are based on trust and value. 
• You can stay relevant to the concerns of your customers by using content triggers and a knowledge bank.
• Help form a trusting bond with clients by presenting a like able and transparent brand.
• To stay relevant, helpful and trustworthy, be consistent with your content and take advantage of the networking opportunities. 
• To stand out and connect with customers, give your brand a strong purpose and allow all employees to share the company message. 

What's important is negotiation and closure:

Sales Funnel

It's about you and not about the product:

Keep going. Remember the sales funnel.

1. Qualify the lead
2. Invite customer into a story
3. Repeat your pointers - hero story
4. Create proposal and sale

Do not fear rejection, call your customer to action with confidence. 

Think big, start small, start it now.

Niche, clarity, blue print

People buy outcome

When the why becomes big enough, how becomes easy.

Stop being okay, by not being okay

Identify your personality and trait.

7 Words That Can Elevate Your Copywriting Immediately, budding Copywriters make the best use of it. All the best !!!!

And How Best to Use Them in Every Situation

The most successful copywriters tap into the emotion of their readers.

As we always say at  copywriting and sales are all about psychology. The words are important, but the emotions they create are what lead to conversions and sales.

And it doesn’t matter what niche you’re targeting. Emotion should be used to hook the reader.

Here are 7 words and themes to immediately use in your copywriting to boost clicks, conversions, and sales...

#7 - Anticipation 

Anticipation is one of the strongest emotions that a copywriter can wield. 

Anytime there’s a big product launch or big event upcoming, you’ll likely see ads that build up anticipation. Check your email inbox after reading this and you’ll probably see dozens of emails that create anticipation. 

When to use it: This is perfect when trying to build excitement before an event or product launch. 

Words to use: coming soon, announcing, amazing, sensational, revolutionary, offer, upcoming, get ready, secret, limited release, soon, save the date.

#6 - Kindness

Kindness is not the most actionable emotion you can use, but it is great for community building. It’s also good for instilling positivity into your audience and empowering them.

It’s best used when inviting audience members to join you in groups, or at upcoming events.

When to use it: kindness is a good emotion to use when you want to bring people together or make them feel like they belong.

Words to use: you, us, peace, together, all of us, neighborly, caring, courteous, respectful, hospitable, acceptance, appreciation.

#5 - Fear

It might seem negative to tap into fear, but this can be a very powerful emotion for copywriters to use. However, it is best used sparingly and carefully. Some platforms like Facebook have cracked down on ads that push fear too heavily. 

Fear is best used as a warning. Some of the most famous fear-based copywriting is seen in anti-smoking ads or in other health, nutrition, or fitness ads.

Remember, when using this emotion, always let the user know that you have a solution to the problem. Otherwise you’re just scaring people, and that doesn’t help anyone!

When to use it: When you want to warn your audience about a serious threat. 

Words to use: worry, anxiety, concern, mistake, doubt, warning, danger, looming.

#4 - Love

If you’re in the dating/relationship niche, love is one of the emotions you’ll tap into frequently.

Whether we’re talking about marriage or improving other relationships in our lives, people are always going to want to bring more love into their lives. 

When to use it: Appealing to your audience’s sense of love is great for anything relationship-based.

Words to use: love, relationship, happiness, marriage, dating, forever, eternity, adore, cherish, lifetime, by my side, need, unconditional, eternal, admire, acceptance, beauty, attraction.

#3 - Anger

This is another one to use carefully and sparingly. Like fear, ad networks like Facebook can shut down your account if you’re creating content that’s salacious.

Anger is best used when trying to rally people behind a cause. If you’re just trying to sell a product or service, you may want to avoid this one. 

When to use it: Anger is useful when your goal is to garner support for a cause or get people to share content.

Words to use: ordeal, scandal, shocking, corrupt, offensive, inconsiderate, malicious, spiteful, unjustified.

#2 - Envy

This is one of the most common emotions you see in copywriting.

Internet marketers love to show off their wealth and possessions because it makes their audience envious. 

To use envy effectively, you can explain how your products and services may have a similar impact. Of course, the product needs to deliver!

When to use it: Appealing to envy is powerful when your product acts as a status symbol.

Words to use: wealth, freedom, rich, make money, get out of debt, unlimited, limitless, infinite, get what you want, like me, abundance, power, travel, influential.

#1 - Friendship

Friendship is absolutely one of the top emotions to tap into as a copywriter. Like kindness, it’s best used when trying to build community. 

Use friendship when you want to associate a positive image and community with your brand.

When to use it: Appeals to friendship are good when your goal is to make people feel that you’re bringing them together in a positive way.

Words to use: community, join, become a member, mutual, we, together, commitment, consistent, common, society, safety, neighborhood, civil, devotion, inseparable.

Note: A copyright protects one's art, inventions, or ideas, whereas a copywriter creates advertorial content. ... To avoid confusion in the future—if you're ever in the position to describe what a copywriter does, say “they write copy,” not “they copywrite.” When I began the session, I did not know even this. And in three days, so much was covered.