All language subtitles for 01-Part 1 - Research, Research, Research

Hello and welcome.

We are back.

Okay.

Now this one is super, super important.

Every copywriter will tell you
if a copywriter has been doing it

like two days to a year, to a-list.

Every, like every single copywriter
will come down to this is that

research, research, research, research.

The more you research, the more, and
it's not just like it's, let me put

it, I'm trying to give it the more,
and it's not just, Skim of the, like

skimming the surface kind of research.

It's getting involved in the
actual audience and understanding

them on a deeper, deeper level.

Now, I'm gonna say, Go deep, but then
also for the advertorial, you don't

have to go so super, super deep.

So I would always recommend, like if
you've ever purchased, um, Stephan

Georgia's great product, R N B C method.

Uh, he teaches you, I like
his method of research.

I think it's great and it works really
well for VSLs, for all projects, really

for VSLs sales letters and so on.

I take that and you kind
of make it my own as well.

Um, So there's a lot in there
that I would always do that.

I think, uh, Stefan did a really great
job of making it really simple and

then I would take it and make it kind
of gear it more towards advertorials.

Now with that being said, the reason why
we do research, I always say like the best

kind of research is the Hunter s Thompson
research where like you go gonzo with it.

Like you go, you go to, you infiltrate.

I always say the best way to
get the best information or like

anyone is you infiltrate into that.

Group into the group of those people
because the people with that you

are servicing, that you're, I don't
know, servicing the right word,

serving with a product or offer
that is to benefit their life.

Um, you need to understand their code.

And when I say code, I remember
listening to this talk years ago.

About a few years ago, I think it was
on this American Life, and they were

interviewing this guy, uh, who was in
a mar uh, you know, retired Marine.

I think he then started this cool
like paintballing, super intense, more

militaryesque, serious paintballing
kind of style in Las Vegas.

And I think it became really well
known where they take the concept.

It's really smart mar
marketing, to be honest.

Like they take.

Real.

It's not just like, here's
a gun, go out and shoot and

like, eh, you know, I'm done.

Okay, I'm hurt, I'm bruised, I'm done.

But like they took the concept and
like made it tactical, like bringing

in new people so you not just play.

Paintball, like you're getting a real
experience from Marine and they're giving

you it from the get go, like what you
would actually do, like to hold the gun to

infiltrate in different rooms and so on.

It's very fascinating.

Anyway, the thing that he brought
up that I really like is because

is the, the language that they used
then by knowing the language they

knew that they know, like they are.

They're one of, it's
like they are one of us.

Like you're speaking the code,
you're speaking the language,

you're part of in a sense.

Like it's almost like a
cult in it in a weird way.

Um, or it can be, but it's like
you're speaking that same language and

you know, like that you immediately
just know each other because

you're speaking the same language.

Um, you see this, I know I bring up,
I talk about Brazilian juujitsu, but

like when you do Brazilian jiu-jitsu
and you can go to different states or

whatever, like while you're traveling
and go into a gym and train like.

There might be some differences,
but there's still a language

that you share and still a.

An environment that you both like, that
you, everyone captures that it's not,

it doesn't change in state to state.

It's, there's a certain language.

Um, same with skaters, a group skating.

Um, there's a certain language, there's a
certain code of con like code of conduct

in a sense, which is funny cuz it's.

It goes against the whole
skater code of conduct.

There is no code of conduct for skaters.

Um, I also did magic.

I did magic tricks and stuff.

So magicians have a certain code.

So a magician to another magician knows
how we can say these certain words

like, oh, you know, two card flip or
whatever, like this certain slide of

hand techniques, and immediately, you
know, from one magician to another

car magician, you know, that they're.

They're in it.

They're in it.

Not just like, they didn't
just pick it up yesterday.

Oh no.

They're using language as if they've
been in it for a number of years.

This is where it feels way more
impactful because you want it to

come across warm and like, uh,
all of the copywriting, what.

You want it to feel, obviously
it's coming from another human.

You've, I have Chachi BD up
here, and I'll show you how I

use that to help with research.

But you want it to feel like it's a human
connecting to another human because that's

where, uh, that's where magic happens
because we have, I'm gonna get a little

woowoo, but it's like there's a lot
of real honest truth within our bodies

of bodies connected to another body.

And there is, within that
there's a lot of emotion.

And so when it comes off that it's.

They're reading a piece, an ad or
anything that, uh, this ad understands

them on a deeper, deeper level.

They're just like, holy
smokes, what is this?

Like, it just, it speaks to
them deep down in their core.

So anyway, I went on a
little rant there, but it's.

That just goes to show research
is super, super important.

I can't stress that enough.

And when you research, I would say also
get off the chair, get outta the computer

and go to where these groups are at.

Uh, David Foster Wallace, the late
David Foster Wallace, uh, rest in peace.

Um, so he would, when he did like his
research for multiple, for all of his

stuff, especially for, um, you know,
his last, his, uh, posthumous book,

the Pale King, he went and did tax.

Tax classes, like learning
about tax i r s tax.

How boring is that?

Right?

But he wanted to understand the jargon.

He wanted to understand the
culture, the environment of it.

He'd go and did like night
classes at these tax tax classes.

And then also for, uh, infinite Jest, he
would go into, uh, alcoholics Anonymous.

He would infiltrate and be part of
this group, understand the culture,

the language, who these people are.

That is research.

And so when you're a copy, you're not
just a copywriter, you're a writer.

When you write and when you're a writer,
you research, uh, sometimes writers

can do too much research because it's.

It feels safe.

It feels safer to gather information
than to actually write, cuz that's

when they get in their heads and
they're like, eh, it's no good.

Blah, blah, blah, blah.

I do it too.

Uh, in the end you can gather as
much research as possible, but

then you have to write it, right?

So, Anyway, I just wanted to say that.

Now, with that being said, I'm
gonna show you my easy way of

researching, uh, and what I do.

So I have this download.

You can download it and take it.

I've used, so I've used so many different
forms throughout the years to like

clients, to give to clients and be like,
Hey, help me just fill out these things.

And I've gotten better and better
at it, where I try to make it as

simple as possible for clients.

So, because sometimes you can
give a brief to a client and

they're like, what is this?

And they have to fill out.

You are making it more work for them.

So I try to make it fun.

First off.

So I would have him watch like a David
Lee Roth, uh, you know, van Halen

jump video to just get him in the
spirit, to have fun while doing it.

Uh, or also I'd tell 'em, just
shoot a loom video like this.

Like I don't care.

Be silly.

Have fun with it.

Show me around, uh, sh
Show your personality.

So I would like shoot a loom like
this and send it to them and be like,

Hey, shoot me a, show me the ads.

Show me the page show.

And it's actually pretty easier
for them rather than have

to like sit and think, and.

Click, click away.

So a lot of times I would say
either write this out, you can then

just like space and write it out.

Or, um, you can.

Shoot a loom just like this.

And it's, it's nice and uh, a lot
of clients will do that and it's

super helpful because also what's
great when you get the client talking

is you're saving meeting time.

Okay.

So you're not having to like,
Hey, when's your schedule?

Are you on East Coast time?

Oh, you live in Germany?

Oh, this is gonna be weird.

Uh, you know, Time wise and
then get on and they're like,

Hey, did you get my zoom?

Oh, I'm late to the zoom and blah.

And then you get on there and you waste
time and you're trying to, rather than

just shoot a loom and allow them just to
kind of, I tell people like, go on a rant.

Like get hopped up on
whatever you love to do.

Like drink some wine or whatever.

Go on a rant and show me the pages around.

And they're like, okay.

And, um, it's nice.

And so then you get really cool
information from them, uh, once

you're able to get them just freely
talking just as you're getting

information from me, freely talking.

So anyway, this is what I've done.

Uh, I try to, there's so many questions
you can ask and you can go even deeper.

Again, I would always say go to
Stefan Georgia's, R N B C method.

If you want to go super, super deep.

And because he's talking about like.

Short term, long term, all
these different things that work

really well for sales letter.

It doesn't have to be that
complicated for advertorials.

Again, advertorial is
a get to it kind of ad.

Um, it's a I'm gonna educate you
really fast while also at the same

time promote a product like it's going.

I'm not gonna hide anything.

You're gonna get to the product very fast.

Again, top word count is like
1200 words, so don't overthink it.

Okay.

So you can see here.

So what I would do, so this is
as if I'm sending it to a client,

like, what copy do you need?

Blah, blah, blah, that, that kind of
thing, where it's like emails, Facebook

ads, sales page, et cetera, et cetera.

What is the offer like that's
just straight outta the way.

What is the offer include?

Please include landing pages, if any.

Like I wanna understand the
offer from front to back.

What is it that you're offering people?

Okay, who is the core audience?

Who are you sending it to?

These are really copy 1 0 1
type of things, right guys?

So, um, who are you sending it to?

This offer to be, be, be please
be as specific as possible.

Like down to where they live.

How old, how much do they make?

What's their average income?

Um, Then it goes more into like
more the psychological stuff, like

what's your audience, red hot desire.

So that's always the big one too, is
like, because as Eugene Schwartz always

said, you know, you're not creating a di
desire and someone, they already have it.

You're just trying to channel
their desire onto your offer.

They have a desire.

Whether it's to be taller, big, you
know, like the faster, happier, more

confident, whatever it is that they wanna
do, and how to, how can you take your

offer and you're channeling their desire
and you're like, oh, here's my offer.

And it allows that, it gives them
what they're looking for, right?

So what is your audience bleeding neck
problem they want solved right now.

So bleeding neck as in like it's not a
problem that's like, Ooh, my tummy hurts.

I'll take some Tums and
maybe it'll be gone tomorrow.

Like it's a bleeding neck.

Like they're, there's a
countdown happening right

now and they're losing blood.

They're getting a little lightheaded.

They're seeing a light.

Okay, so that's a like urgent right now.

They're do not want this pain.

It is stacked up.

Bills no money.

It is my, I am overweight and miserable
and my family is falling apart like that.

These are bleeding neck problems, so just.

So take the bleeding neck problem
so you really understand their,

like the thing that would make them.

Get off their butt and do something.

Right.

What are the audience's top three
objections to taking this offer today?

So this is that like why now concept.

It's like, okay, why, okay, why, why is
this offer in front of me and why now?

What is it?

So the three top three objections,
like why can't they do it right now?

Usually it's like money.

Um, it's they, you haven't
persuade them enough within the

copy that it's like, why, why now
is trying to word that correctly?

Yeah.

So anyway, let's just go back to that.

So finding out the audience
is top three objections.

I always say top three, there's
probably a lot more, but like the top

three that you could talk about of why
they don't wanna take it right now.

Uh, another competitor that they've been
burnt in the past, um, they've tried

other supplements, it just hasn't worked.

Um, they just wanna give up.

They don't feel like.

Weight loss is in their cards.

I'm going with a weight loss right now.

So anyway, uh, do you have any
examples you'd like us to follow?

So this is also really good too, because
it's like, why reinvent the wheel?

So if you get an insider information,
it's like, Hey, we know that this

is working, this is crushing.

Usually like affiliates can tell
you, a lot of times affiliates

like to be close to the chest.

They're like, eh, we don't
wanna say it cause I want money.

Um, but that's just.

Gotta get outta that mindset.

It's abundance.

Like there's so much money to go around.

It's crazy.

So, but affiliates be affiliates,
it's just, it is what it is.

Um, but like, show examples.

I.

It's nice to know like examples cuz
then you can help wire frame it, the

examples you wanna follow, because
it'll also, it'll speed up the process.

And remember money is
attracted to speed, right?

We wanna just move, move, move.

So you don't have to reinvent the wheel.

Don't create some sort of cool
new landing page right now

that no one has done before.

No, first you wanna get an offer out there
that get it working and then from there

you can reinvent and do the crazy stuff.

But let's get some money flowing, right?

So that's how I always say there.

Please, you know, Examples to follow
because also it helps you as the

copywriter to be like, okay, what are
the, this kind of goes with this next

question is like the top competitors.

Who are the top competitors?

Um, and I learned this from
another great copywriter.

I can't remember his
last name and I feel bad.

He is amazing.

Kyle.

He works over, he's done it.

He's done with Agora.

I'm bad at this guys.

Kyle.

Ugh.

I know.

Someone's probably like shouting
his last name right now at me.

Anyway.

Great guy.

Uh, at least I don't know
him, but he's very good.

I've, I've learned some cool
things from him as well.

And I like what he talks about, like
marrying the opera, like you get the top

four or whatever the top competitors, and
then you, you look through it and you're

looking at the one that is closest to what
you're going with, and like you marry it.

Like you're looking at what they're
doing and how can you prove upon it.

Like, where are the holes at?

Where can you.

Make yours better.

So that's something that's really, really
important because there's always a way

to like, yes, take what's working, but
then restructuring it where it's able to,

you're not just copying, pasting, like
ripping and running, like a lot of people

will do, um, and have done just like, oh,
it's working and they just rip and run.

Um, Because then it just like burns
out really fast, but understand what

it's doing and then you're able to
change things and that's what's,

I think, really good for chat.

G B T.

A lot of people think that they just go
to chat, g b t, bang this stuff out and

get it back and then like, good to go.

I could see AI being super beneficial
and it has helped me out as well.

But it's like in the end, you still
need to be a copywriter that knows

what you're looking for, um, asking
the right questions, understanding,

um, The persuasive tactics of what
it takes to like be a copywriter

that produces sales, right?

So, and then you're able to
use that skill and then apply

it, feed it to ai and it does.

Its amazing stuff.

So, and then lastly is a,
when do you need the copy?

Oh, you, here's the date.

I'm gonna be missing it by two
days cuz that's the old heath way.

Um, cuz I'm always late on my deadlines.

I don't hide away from that.

I'm just, I don't know.

I keep trying to get better.

So anyway.

Okay.

Here's the main things that
I have up all the time.

Oh yeah.

And also this one too.

I always have Facebook ads library.

Okay.

So this is, these are the main things
that I have up, of course, like Google

and then like N C B I, like, uh, let's
just say metabolism and, uh, cayenne.

Let's just say cayenne paper.

There we go.

Um, So here's what I'll do.

Like first I go to, first I'll
bring up the competitors so

I'll understand the competitors.

So what I'll do is I'll
go to Facebook Library.

Yes.

You can go to Ticket.

Yes.

You can go to Snapchat.

Yes.

You can go to Native, you can use Ad Spy,
you can use all these different things.

Absolutely.

Go for it.

Right.

So what I'll do is I'll, let's just say
I'm gonna play with this ad for right now.

Cause I've been seeing these
guys a lot and I am familiar with

the people that are on the team.

If they're watching this right now, hey,

okay, my computer's a little slow.

There should be some ads.

There's gotta be some ads, right?

Oh, I'm in Mexico.

That's why.

Hey, Heath, why are you in Mexico?

I'm giving away my secrets.

Don't, don't.

Shush, shush.

Go away now.

Go away now you don't know me.

Here we go.

Okay, so, ooh, we got,
uh, Easter coming up.

Oh boy.

I'm like about to launch this and
then it's gonna go in Easter time.

Okay.

So what I'll do is I'll look
at their ads just really again,

get in understanding their ads.

I'll watch the videos.

Oh, I love it.

Okay.

Anyway, so I don't know if these guys
actually have competitors right now,

so I would have to do some deep dive.

I would actually talk with
the owner and like I don't.

They may have, but I, these
guys are really original.

I love their product and I, uh, was,
um, I know the guys, I don't know if

they're still running their ads, but
I know the guys that were, that doing

the, buying all the media for 'em too.

And anyway, great, great people.

So.

Anyway, so I'll have that up
right on the ads library and I'll

just like look up competitors.

I'll look up all these competitor ads.

I'll watch the videos and that'll save
some, so I can understand like, okay, who

they're going for, what is the messaging,
um, that I'm seeing around all these ads.

So I'll just try to consume,
consume, consume, right?

Here's another one too.

My buddy's come my Ian, shout out to Ian.

Uh, His software is
amazing as well, Vidal.

Incredible stuff.

So let's just say, okay, so we got
nice, or let's like, here's another one.

So I wrote this one.

I'll show you this script that
I wrote, like it was this one.

And then is it this one that's done?

What's the one that's done
like tons, millions of sales.

Okay.

They did short versions of it all.

Okay, let me get you another one.

The Eddie Davy.

Davy baby.

Anyway, these guys are cool
too, and I always been awesome.

Okay, let me pull up the Eddie.

No, what just happened?

Hmm.

Oh, anyway, so Vitel is also
really, really good to use.

So you can start to see like top
ads, top performing ads right now.

Uh, Mindvalley.

Look at, like, look at them.

Shout out to Peter Kel Mindvalley team.

So watch these videos as well.

This is really, really good.

Any of the.