All language subtitles for 1,6,Lead generation copywriting

OK, so we are talking about copywriting
for lead generation today.

My name is Andrew Yedlin.

We have a ton of content, so I'll just

breeze through my bio real quick.

I'm a conversion copywriter mostly for

business to business in SaaS companies,
but do not worry if those are not your

audiences. Everything I'm going to teach you today

applies to BCB, whatever the case may be.

Don't worry about it.

Everything we're going to cover applies
to all of those audiences.

I've worked with companies of all sizes
from bootstrappers to small and medium

sized agencies as well as the big huge
publicly traded companies.

And I focus on data-driven copywriting
for the whole funnel.

And that's really what we're going to be
talking about today.

So I'm not going to spend any more time
on that since it's covered in the

content. So here's what you're going to learn

today by the end of this class.

I want you guys to know how to get people

to open, click and convert using the
words in your funnel.

How to outline effective messaging for
that full funnel?

And how to avoid the most common mistakes
that kill conversions?

So strategy and planning, sometimes
people want to skip through that and get

straight to the writing.

Please do not do that.

This is where the difference between
successful copy and copy that fails it's

made is in the strategy and planning.

Phase of your of your campaign and.

What I'm going to do is I'm going to give
you a template, a little toolkit that you

can use once we've covered strategy and
planning that is going to make figuring

out what to say so much easier.

So please do not skip this section I've

promised, I promised to, you know,
include a lot of examples and make sure

that we're not just stuffing theory land.

We're going to get into the nitty gritty

as well.
Again, there's going to be a lot of

content, so if this starts to overwhelm
you and you feel like you can't keep it

all straight, here's the one thing that
you can keep in mind.

What does your prospect need to hear
right now, in that exact moment, to make

them take the next step in the customer
journey?

There are a million different things that
you could say about your product or your

service. You're not going to fit all of that in a

single email or in a Facebook ad.

Even your website is probably not going

to fit.
Every single thing that you've ever

wanted to say.

So at each moment, at each step of the

funnel, you always need to bring it back
to what does that prospect need to hear

right now in this moment just to take
that next step?

So again, before you write, there are.

Five things that you really have to know

about your audience.

And you don't want to start writing

before you know these things and we're
going to go into detail on each of these.

So it's stage of awareness, pain points,
desires, hesitations or anxieties and

beliefs and we're going to take these one
by one, starting with the biggest one,

which is stage of awareness in my
opinion.

If there is a key to copywriting, it is
this concept, especially in funnels

because in a funnel.

It's all about meeting a prospect

wherever, whatever their current
awareness is.

It's about matching your messages for
that stage of awareness and then building

that, building that awareness and as they
move through the funnel and become

someone who is ready to buy from you.

And I always think of it always reminds

me of the matrix.

Once I started to really understand this

concept, when I would be, you know, when
I'm online social media and I see all the

ads that are thrown at me, or when I'm
walking, you know, I'm in the subway and

I see ads, I always find myself sort of
breaking down.

Ok, what stage of awareness is this
targeted to?

And all in all, even if you don't
consider yourself a writer, this concept

will make you a better marketer because
you're going to see the strategy behind

everything so much clearer.

And as a bonus, it's when I give you the

template at the end of this section, it's
also going to help you understand exactly

what do prospects need to hear when
they're in different stages of awareness.

So let's get into the details so you can
start to see what I mean by that.

So there are five stages of awareness.

These were identified by absolute Genius

named Eugene Schwartz in a book he wrote
called Breakthrough Advertising.

It's kind of like a copywriting Bible for
a lot of copywriters I know.

And this is a spectrum.

So there are five stages of awareness and

people can be kind of in between.

So don't get too hung up on categorizing

your prospects, you know, purely in one
of these categories.

So let's go through what each of these
stages mean and we're going to sort of

work our way backwards.

We're going to start with someone who is

most aware and then work our way
backwards towards people who have.

Very low awareness and don't seem to
know.

Ok so most aware this is from the from
the prospects perspective.

They are thinking something along the
lines of I think your product will help

me, I just need to know the deal.

So where is an example of where we might

encounter someone like that?
So just as an example that I pulled from

my own inbox is a cart abandonment email.

The subject line was tickets are still

waiting for you and they sent me
Ticketmaster sent me this really simple

email to see.

Tickets they're basically they don't

really need to sell me on why I need to
go out to an event or why I should go see

this particular group perform.

They are just trying to give me the final

details and a little nudge and a little
reminder to get me to pull the trigger

and make that purchase.

So now moving backwards a little bit.

Less aware than most aware is product
aware.

This is someone who knows about your
product, but they aren't sure that it's

right for them.

So an example of how we might encounter

someone like that, maybe on a pricing
page, someone might be in product and a

product aware stage.

They know a decent amount about your

product and right now they're really just
trying to figure out if it is right for

them or not.

Maybe they're doing that on a pricing

page, you know, what can I afford?
How does this compare to some of the

other solutions I've seen?
Another example that I pulled was here

from this GEICO ad.

Geico is relying on, you know, if you

live in the US, you know what GEICO is
and I don't, I don't know if they're

international, maybe they are, but if
they're not, if you're in the US, you

know who GEICO is.

They are relying on the fact that people

really do know a lot about them already,
so they're when they're doing their.

Promotions on LinkedIn.

They might often be focusing on a product

aware audience who is already understands
the product but might not know enough

about it to want to buy.

All right, now things start to get more

interesting, especially for lead
generation because most aware and product

aware. Those are those people have enough

awareness that they might already be
leads for you, right?

And when you're trying to capture new
leads, a lot of those people might be in

a lower phase of awareness, like solution
or pain aware.

So starting with solution aware, this is
someone who knows what outcome they want,

but they're not sure if they don't know
if your product will provide it.

And there's a really good chance in
solution aware that they aren't aware of

your product at all.

It sort of depends on the situation, but

let's look at an example here.

So here in AdWords when someone is

looking for the again here best ways to
automate marketing, it's like I know what

kind of outcome I want, I know I want
some sort of way to make my marketing

faster or to make it some, you know,
something that I don't have to spend as

much time doing.

And you see this first ad here, best

marketing automation, compare the top 6
platforms.

And what they're doing there is that
they're aware that people are searching

for multiple solutions.

They're not banking on us knowing who

they are.
They're giving us an invitation to see

the landscape by saying compare the top
six platforms.

They know that that's where my mind is
right now.

My mind isn't.

To pick a marketing automation tool

necessarily. At this point I'm just starting to get a

feel for what solutions are out there.

How am I going to get the outcome that I

know that I want?
Pain aware is someone who knows that they

have a problem, but they don't know.

They haven't really started to look for

something. They don't know the solution is and they

probably haven't really started to look
for it.

So this was an example that came across
my Facebook feed.

I don't know what shift is.

I'm not really familiar with that

product. But this first sentence, say goodbye to

all the browser tabs and windows
cluttering your desktop.

That is a pain that does resonate with
me.

So you know if they if this was for me,
this was a good match because they did

hit me at my current level of awareness,
which was pain aware.

I wasn't looking for solutions for that,
but I was aware that that's something

annoying but I don't like dealing with.

And then finally unaware this is a tricky

1. This is someone who has thoughts,

feelings. They have an identity, a sense of

identity, but they aren't necessarily
aware of any pain, particularly any pain

that is related to your product.

So an example here on a social media

post. I'm not 100 % sure if this is an ad or

not. But this is something that doesn't seem

to be framed around any sort of pain or
solution.

It's really seems to be speaking to
people who maybe identify as someone who

cares about animal treatment right
they're not trying to solve.

They're not trying to say.

They're not trying to get me to fix

anything right now.

They're not trying to invite me into any

sort of solution landscape.

All they're trying to do is match

something to the identity of people who
care about animals.

So this is all filled in right now.

A couple of notes.

One payment aware and solution aware very
common start points for each generation.

And the other thing to keep in mind I
mentioned this earlier, is that this is a

spectrum. When people first learn this concept,

they sometimes get really stuck on, oh,
is this someone who is solution aware or

product aware?
It can.

People can be on the cusp of two.

You know, someone can be in late solution

aware or early product aware.

You don't have to force every single

prospect that you're targeting into a
clean category.

You just want to use this as a guide to
generally know who you're talking to.

Because as you'll see in a little bit,
that will tell you what kind of message

is your audience needs to hear in that
moment.

So again, use this as a guide.

What's you know what a funnel really is

it's something that builds awareness as
your customers move through it.

So when you're targeting people who are
paying aware, by the time they become

customers, you really have to move them
through those other stages of awareness.

There's really no way around that.

You can't really get someone from pain

aware to make up to make a purchase right
away unless you also bring them through

solution. Fairness, product awareness and most

awareness and there certainly are you
know marketing assets that are able to

take people all the way from pain aware
through most aware in one fell swoop.

If you're nursing long form sales pages,
those are often designed to do something

like that.
But more often especially in lead

generation, I think you're going to find
that you're sort of taking baby steps.

And the key is again when I said just to
remember one thing.

Or the one thing that you should remember
if you forget everything else is to focus

on giving them the message they need to
hear in that moment to take the next step

umm. You know, maybe we use when you start

your lead Gen funnel, maybe it starts
with someone who is pain aware and all

they need in that moment is enough
context and motivation to get whatever

you're offering them that will bring them
to the solution aware phase.

So if that didn't make sense, don't worry
about it.

It's all going to start to become more
clear as we keep going through things

here. So let me show you a bad example.

This is an example of someone who tried
to send a message for one stage of

awareness to someone who was actually in
another stage of awareness.

And that person was me.

So this email showed up in my inbox.

Chris from magoosh.

You deserve a discount.

Hi there.

Great news.

That's all I can see from my inbox.

The problem is.

I don't know what magoosh is.

I don't know who Chris from Magoosh is,

and I don't understand what the discount
was for.

I'm not really sure how I ended up on
their list.

But the point is, this might have been
effective messaging if it had come from,

say, my favorite food delivery service.

If this was, you know, Chris from grub

hub and it says you deserve a discount,
well, I'm going to open that email

because I know what that is and I want
and I know that I want a discount.

So this is an example of someone who
really missed the mark.

I'm not going to open that email because
it's for it did not speak to where I was

in that moment.

It didn't take my awareness into account.

So this is the payoff for the stage of
awareness for you guys paying attention

to the stage of awareness.

If you guys go to andrew yedlin dot com

slash feed out, there's a toolkit there
that include includes this.

And another thing that I'll go over later
and what's so cool about this is that it

shows you exactly what messages people
need to hear for different depending on

what stage of awareness they're in.

So if someone happens to be in the

solution aware phase, you can go here and
say, OK, here are the different ways that

I can start that message and here might
be some important messages to include.

Maybe at this point I need to show them
how the solution will solve their pain,

whereas in the problem aware stage
they're not ready for that information

yet. They're they need me to build more

empathy and start to tell them.

What the solution is less about how it

works and this is a guide so this is not
something that you know.

I don't want people to take this and use
it as a checklist like OK, I have to do

this and I have to lead with this.

It's really just more of a useful guide.

When someone's in this stage of
awareness, here's what might be good for

hooking them.
Here are important messages to get to

give them enough context and motivation
to move to that next stage.

So please do go there and grab that
toolkit.

Moving along, let's talk about paint umm.

On the on the surface level, you know,

every marketer probably realizes at this
point that you should know what problems

and pain points those people have.

Something that gets overlooked a lot is

what do those problems look like.

So there's a big difference between

saying I'm having trouble falling asleep.

Or your prospects having trouble falling

asleep and saying that your prospect is
having trouble falling asleep.

They're tossing and turning all night.

They are waking up their partner.

They're staring at the clock.

People at work are telling them they have

bags under their eyes.

They're taking Tylenol, PM you know,

whatever it might be.

When you are writing your copy, and we'll

talk about this later, knowing not just
what problems they have but what that

pain looks like is going to make your
copy so much more effective.

Because it's going to let you build
empathy, and it's also going to let you

tap into the pain that they feel and
really get them eager to find a solution

to that pain desires.

What do they want?

No, really.

What do they want?

And no what do they really want?
And the way the reason that I phrased

things like this is because, again, there
is a circus level desire, maybe it's a,

let's say you're selling a business to
business solution and you're thinking,

OK, this is for someone who wants a
specific business outcome.

Let's say it's a marketing director who
wants more leads, for example.

And you say, OK, that's the core desire.

They want more it's.

But if you dig deeper, there's probably a
deeper motivation there that you can tap

into. So maybe it's not that the marketing

director wants more leads.

Maybe it's that she wants to be seen as a

success by her boss or her leadership
team so that she can be promoted and

eventually join the leadership team.

Excuse me.

So if we think of our friend Charlie
Bucket here from Willy Wonka, on the

surface level, it's like he wants candy,
right?

He sees all these kids getting candy.

He wants candy too.

But if you drill a little bit deeper, it
seems that Charlie actually just wants to

have the same, you know, he just wants to
have a better life.

He just wants to have the same kind of
life that he sees all the kids around him

having. And again, when you get really deep.

And you know on a very deep level what
they're, what your prospects desires are,

your messaging becomes so much more
powerful because you're not just tapping

into something that they want
superficially, you're tapping into

something that is deeply, deeply
important to them.

And we'll talk about how to get that
information in a little bit hesitations.

Time and cost are very common
hesitations, so you know those are

important things to address.

But you can go a lot deeper than that.

What else might stop someone from
choosing your solution?

umm. You know one and you have to really
talk to your customers to uncover this

kind of stuff.

But you know, what about what if what if

someone believes that they've already
tried everything?

So maybe their hesitation with your
product is.

I feel like I've already tried everything
your solution could never work because

I've done everything right.

So that that's one form that kind of

hesitation could take where you know,
let's say you're selling some sort of

software and they hate believe, I don't
think that there is any software that can

actually do what I needed to.

So those are hesitations and they're also

beliefs, which leads us nicely into this
next section.

You want to know what the what your
prospects believe about themselves, what

they believe about the world, and what
they believe about your product.

And this stuff is crucial because as
you're moving through someone through

your funnel, they might have beliefs that
are incompatible with them taking one of

your offers.
And so as they move through your funnel,

you have to change their beliefs.

So how do we learn all this stuff?

How do we know what pains, desires,
beliefs, hesitations, stage of awareness?

Have we learned all this stuff?
The best ways are with.

There are tons of ways.

But the best ways, in my opinion, are

with surveys, interviews.

And this isn't necessarily how to learn

about your audience, but maybe how to
gosh right how to learn this stuff about

your audience?
please. So how do we learn this stuff

about your audience?
The two best ways, in my opinion, are

with surveys and with interviews.

And when it comes to stage of awareness,

a lot of times you're going to be basing
that off of your targeting.

So that's not necessarily a way to learn
about your audience, but it is a way to

think about what you, what your messages
need to be for that audience.

So let's take these one by one.

Let's talk about.

What you need to uncover from surveys and
interviews.

And this is a huge topic and i'm really
only going to be able to touch on it

here, but i want to see people go, you
know, a lot of times I'll get results

from a client, from a customer survey
that they ran.

And a lot of the questions are like,
what's your favorite thing about X or

what is your favorite feature?
And that's fine.

That's good stuff to know.

It's important something that goes, gets

overlooked is like what happened before
that person became a customer.

What drove them to seek a solution in the
first place?

What were they?
How were they solving the problem before

they bought the product or the solution?
And sometimes that means that they were

doing nothing.
Sometimes it means that they hired an

intern to do it.

Sometimes it means that they are doing

something in spreadsheets.

There are all sorts of things that people

can be doing to solve the problem that
aren't a direct competitor of yours.

So just really get a feel for what their
life is like before they brought that.

Before they bought that product, how they
were solving the problem, if they were

solving it at all.

And also remember as knowing hesitation,

super important what concerns do you have
about using our product?

A really good question to ask after
somebody opts in on one of your offers,

let's say right after they become a
customer.

You can have a little question on that
confirmation landing page that says what

almost stopped you from.

Purchasing today or what almost stopped

you from signing up today?
It's a good way to uncover some

hesitations that the people who aren't
signing up might have.

So you can address those hesitations up
front and hopefully get more people

through the funnel that way.

So we we've talked about using surveys

and interviews to uncover pains, desires
and hesitations.

But one other thing that's important is
also knowing the priorities and the

hierarchy. So for example, someone might want, let's

say that your product saves someone time
and money.

Chances are that your best customers
prioritize one of those over the other,

that they care more about saving time,
thinking about saving money, or vice

versa. And it's really important to know these

things because when you are writing
messages throughout your funnel, you have

to be able to cut through the noise and
everything else that they are all the

other messages that they're exposed to
and hit them with the thing that they

care most.
Yeah, I think it's most likely to get

their attention, or to get an emotional,
positive emotional response, or whatever

emotional response you're going for.

So it's not enough to know the pains,

desires and hesitations.

Also really important to know what their

priorities are and what the hierarchy of
these different ideas is.

One more note.

It's important not just to learn what

they're saying, but also how they're
saying it so.

If someone is saying that if we go back
to the sleep example, that their pain

point is that they're having trouble
sleeping, you really want to, whenever

possible, record the exact words that
your customers are using to describe

that. Because that gives you that pain.

Because that gives you the best insight
into what types of words your audience is

using to think about these problems and
when you reflect those words.

Back to them and their copy.

It becomes so much more persuasive

because you're not just saying something
that matches what they're thinking, but

it also matches how they're thinking
about it.

And I wish I had more time to talk about
this, but I don't.

I'm going to point you to some resources
at the end of this section that will show

you exactly how to do this.

In terms of discovering more about your

audience, there are all sorts of
analytics and other tools that you can

use to get more of this information.

Something that I'll do with almost all of

my clients is I'll get into their
websites, Google Analytics and I'll and

I'll look at how our people getting to
that page.

I'll look at the types of queries that
people are using to reach that page.

So for example, let's say.

You have.

Your Google Analytics reveals that people
are that lots and lots of people are

searching for your product by brand
names.

They know your brand name when they're
searching.

That tells you that a lot of your
audience is probably.

Product aware and that's a different
message than if people are getting to

your page because they're searching for
something that is more problem oriented.

So there's a lot that you can learn by
looking at how people get onto your page.

Umm, you can also look at what pages
they're interacting with, right?

If someone's looking a lot at your
pricing page, sorry, not if someone.

But if lots of traffic is going to your
pricing page or your customer page, it

tells you that those prospects are
probably further down the awareness

spectrum than people who are maybe just
landing on your home page and leaving

from there.
Chat logs and polls are a great way to

get extra information again from your
website or from landing pages.

Reviewing those chat logs and seeing what
are people asking about.

It'll tell you so much about awareness
and about pain points and priorities, all

those kinds of things.

You can also use polls, so a couple of

common ones for stage of awareness that
come to mind.

One might be, had you heard of us before
today, that tells you a lot about

awareness. What other solutions are you considering

right now?
Again, how they answer that question

you'll be able to infer.

A lot about their awareness and some

other information from them when you know
that.

Little bonus here.

Something that I like to do a lot is I

like to talk to sales teams because I
find that salespeople can kind of

aggregate the voice of the customer
because they speak to so many of them, so

many prospects of so many customers that
they get very in tune with what with

awareness, pain points, desires they
know.

You know, I'll ask sales teams, hey, what
makes someone's face light up like when.

You start talking about X.

What is what is that X that makes people

get excited and really tune in to what
you're listening to, what you're saying

and gets them, gets their ears to perk
up.

All of that information can be super
helpful in understanding those five

things that we've talked about earlier.

And finally using empathy.

Sometimes you don't have access to all of
this stuff and you have to really just

sort of use your own emotional
intelligence to kind of figure some of

these things out.

It's not necessarily the ideal way to do

it, but you know, if you're creating a,
let's say, a lead magnet ebook for a pain

aware audience, there's a lot that you
can use.

There's a lot you can do there to just
sort of put yourself in their shoes and,

you know, think about what they might be.

Going through at that stage, so when all

else fails, you can rely on empathy.

But be wary of your opinions because

those can lead you astray.

So you know the less data that you're

using, the more you'll want to validate
and test that you are doing the right

thing. So here are some resources for you on

surveys and interviews.

There's a book called Finding the right

message by Jennifer Havis.

Is a wonderful book, and it's pretty

inexpensive on the Kindle version on
Amazon, you can get it for a few bucks, I

think. Highly recommend it.

And I've had the pleasure of meeting Jen
Havis.

She's wonderful.

Version Excel is one of my favorite

resources for all sorts of digital
marketing stuff.

They have a really good blog post on
voice of customer, and that goes back to

that idea that I was talking about where
it's not just important to know what

they're saying, but also how they're
saying it.

And that article dives into more of the
reasons about why you want to focus not

just on the what, but also on the how.

I also recommend checking out jobs to be

done. Switch interviews.

If you're not familiar with the jobs to
be done framework, that doesn't really

matter too much the interviews.

If you just look for some templates that

have questions, they tend to be very
useful.

That's what I use in all of my client
customer interviews.

So it doesn't matter if you're using
personas and you feel like jobs to be

done you know is different framework or
something like that.

Doesn't matter.

It works the same way even if you're

using personas.
And then finally some stuff about survey

questions. Check out hot this blog@hotmail.com

They have a lot of good info on survey
questions there.

It's just simply too big of a topic for
me to cover today.

But please do check out these resources,
they're all very valuable.

So we're getting towards the end of
talking about strategy and planning.

What I want you guys to think about now
is how each step of your funnel maps to

the different levels of awareness.

So how are you going to build awareness

through the funnel?
And the way I like to think of it is to

always meet them where they are.

And then and when I say they, I mean the

prospect need the prospect where they are
and then bring them to where they need to

be, which again is about providing enough
context and motivation for them just to

take that next step.

So the toolkit that you guys can download

is it doesn't have.

It has something similar to this that you

guys can use.

It doesn't quite have a table like this.

You could just make a simple table like
this if you find it helpful.

But the point is for every single step of
the funnel you should know what is the

starting stage of awareness that I'm
targeting and by the time.

They have.

But by the time they you finished

exposing them to that ad or whatever it
might be by the end of that where they

need to be in terms of stage of
awareness.

And you'll notice that it has to happen
sort of step by step.

And I'm not saying that you can't jump 2
levels of awareness with you know, one

email or something like that.

I'm sure it's possible and I'm sure that

could be done.

The point is more that.

You want to make sure that you are.

Not that every that you are addressing,

every stage of awareness from wherever
they start to all the way to most aware.

So this is just an example here is that
it might start out with a Facebook ad

where you're targeting someone who is
paying aware and by the time they have

read that ad and clicked onto the landing
page, you're hoping for them to be

solution aware again.

When you use that CHEAT SHEET you will

know what kinds of messages.

Work best for each stage of the funnel

and you're, sorry, each stage of
awareness and you'll know, you know what

kind of content might be appropriate at
each stage.

So it's always about meeting them where
they are in that moment and then taking

them to that next step.

Hope that makes sense for everyone.

I'm going to keep going.

So that template, that toolkit that I was

talking about, just go here.

It has both the stage of awareness CHEAT

SHEET and the lead generation messaging
tab, brief template I think I called it,

which is just a way for you to fully
think about the strategy behind each step

in your funnel before you start writing.

And I highly recommend doing that rather

than just jumping straight into the
words.

With that being said, good job everyone.

You've made it through the strategy and

planning section.
Now it is time to write so.

When it's time to write something, that
is always good to keep in mind right as

you're sitting down.

Is what you're really selling.

And what you're really selling is not a
product, it is not a service.

It is a better version of the prospect in
the future.

It's a better version of themselves.

It is always that.

Some people have asked me, well, it could
also be a better version of their

business, right?
And I don't really agree with that

because even in business to business,
you're still selling to humans who have

their own desires and hesitations and
pain points.

So when you're selling to an
organization, you know that person has

their own motive if they're bringing in
your solution.

That's going to reflect on them.

If they're the ones who champion you're

reflecting your service and the, you
know, when things go really well.

That's not just about the business,
that's also about what that does for that

person's career, how it makes other
people in the organization see that.

So you're always selling to people.

Even if you're selling to a business,

you're still selling it to people at the
business and you're selling these people

a better version of themselves.

Nobody, even in business nobody's going

to buy a product if they think that it's
going to automate their job and get them

laid off, right?
You're still selling to humans and you

have to focus on selling them a better
version of themselves.

So a couple of things.

First, a lot of people who aren't

copywriters, and even copywriters all the
time.

You sit down, it's time to write, and you
get stuck.

You don't know what to say.

People call it writers block.

Some people call it the blinking cursor
of death blanks, blank page syndrome,

whatever it might be.

So I want to introduce these two

structures to you that you may have heard
of.

For the primary reason is that it gives
you a starting point, so it makes it easy

to sit down and write when you have a
structure.

But the other thing is that these are
proven persuasive frameworks.

We just know that they work because
they've been used for so long.

I've been tested so many times that we
just know that they're persuasive.

The first one is called PAS and the
second one is called AIDA or EDA, and

there is no shame in using.

Reusing these structures over and over,

I've probably written entire email
sequences that only used PS just over and

over. It's not really repetitive, people aren't

going to notice that it's repetitive, and
you know you're not trying to win any

prizes for creativity here.

You're just trying to get the work done

in an effective way.

And people copywriters rely on these two

frameworks all the time.

These aren't the only two, they're just

two of the most.

Common ones.

And there's no shame in using these, so
let's break these down.

So PS stands for problem agitation
solution.

And what do we mean by that?
We mean that you need to hook their

attention with their problem by starting
with their problem.

You need to agitate that which means you
want to spark emotion and build empathy

by really painting the picture of what
their problem actually looks like.

So again, if you remember back to the
example I gave about someone who can't

sleep, so their problem might be that
they can't sleep agitating it might sound

like, you know, tossing and turning,
keeping your partner up all night, coming

into work and getting questions about why
your eyes look puffy.

All sorts of things like that might be
agitation and then you promise to solve

the pain and that's usually your offer or
your solution.

So that might be your product or earlier
in the funnel.

It might be you know, whatever you're
trying to give away as an early offer

just to get people into the funnel to
begin with.

So let's look at an example of PAS in the
wild.

This is an email.

I believe this came from a better

proposal. So a company who sell software that helps

agencies and freelancers sell their
services to other people through their

proposals. And they've led with this problem that

all freelancers and agency salespeople
are familiar with, which is having sent a

proposal and then having to wait through
that uncomfortable period where you are

wondering what's going on.

And so they've started with the problem,

Now what?
You've sent the proposal, now what?

And then they're starting to agitate it
with all of these questions that people

are that their prospects are probably
wondering.

I've sent proposals before and I've
wondered all these things like they even

open that they really get and bonus
points for them for saying did they get

sticker shock because they could have
said.

It wasn't too expensive, but actually I
probably would have used the word sticker

shock, so bonus points to them first, for
speaking my language.

Is the deal dead?
Waiting for this information can be hard,

especially with the Big deal on the
table.

So that's a lot of agitation.

They've really drawn a full picture.

One, to show me to build empathy, to show
me that they that they understand it, and

two, to remind to make me feel the full
pain of my problem.

They're not creating the pain, they're
just agitating.

By painting that picture of what it's
like for me.

And then finally at the end, thankfully,
you know, here's their solution.

Thankfully we notify you, so they're now
introducing how they solve the problem

for you.
And also, when people learn PS, they can

get hung up on using it perfectly.

Like is this supposed to be over the

course of a whole landing page or am I
supposed to use this in the headline or

what?
What happens if there's something before

problem?
You can tweak things.

This is from base camps homepage, so they
have a really solid PS framework here.

All growing businesses run into the same
problem.

They're agitating it not just with the
copy, but also with the imagery here.

They might win an award here for some of
the best agitation illustration or really

enjoy that one, right?
And then they solve them with this.

They introduced the solution that is
going to solve all of those problems.

But then what do you notice here with
we've been expecting you, hey, that

doesn't fit into the PS framework.

That is OK.

They have, for whatever reason they've
chosen.

They decided that some other headline is
more effective.

Hopefully they've done a lot of testing
so they know this works.

But the point is, I don't want people to
feel trapped like, Oh no i did PS.

So we can't possibly put something in
front of that.

You totally can.

It is an effective framework, but it's

also a flexible framework.

So you can use it in a way that works for

you. And again, in terms of where you use

this, you could use this all in headline
or in Hero section, the way that they the

way that base camp has done it here.

Or you can also do it over the course.

Of an entire page.

You know, maybe there's a paragraph about

the problem, paragraph of agitation,
paragraph about the solution.

Maybe it all happens in one paragraph,
maybe it all happens in one sentence.

There are a lot of different ways to do
it.

You could have 5 to 10 different
variations of PAS on the same page.

Maybe it's a very flexible framework.

And don't worry about did I do this the

right way?
Just use it however works for you.

And of course, always test.

So moving on to the second most popular

framework. It's what is Ada.

It stands for attention, interest, desire
and action.

So what do we mean by that?
We mean need to capture the prospects

attention. You need to build interest and build

desire and you need to move them to
action.

So quick side note, if you've seen the
movie Glengarry Glen Ross, there is a

really famous scene where Alec Baldwin
tells us that Ada is attention, interest,

decision, action.

He's wrong.

It's desire, not decision.

So just trust me on that one.

Now let's look at ADA in the wild.

This is another email that i got.

This one I believe is from a Weber, the
email automation.

Platform not sure.

And let's take a look at how they did

this. So they've grabbed my attention with this

headline. They've built interest and desire by

showing me these different benefits and
outcomes and possibilities.

And finally, they have driven me to
action by showing me how I can get all of

these things that they've already got me
interested and desiring.

One thing, another way that people get
hung up on this stuff is they get really

stuck on this whole.

Like interest.

Like build interest then build desire.

Really don't worry about it.

You can kind of put interest and desire
together.

You might be like in this case, you start
building interest and desire from the

same moment that you start grabbing
attention so.

It doesn't have to be like this is
attention only, but we will not build

desire or interest.

Then we will move into the part where we

build interest and desire.

It doesn't work that way.

The point, the most important points here
are that you need to lead by capturing

attention, because if you don't capture
attention, nothing else happens.

And then you also have to move people to
act.

So those two bookends are the most
important part of the framework and

interest and desire can happen really at.

Anytime in between or during.

So again, do not get too hung up on that.

So let's break this down just a little

bit more.
So how are they capturing my attention?

A couple ways.

Some things that I noticed.

First of all, it's something that is
relevant to me because this is the world

I work in.

It has something highly desirable to me

in it.
I like the idea of being able to

supercharge my marketing and they're also
using that word supercharged.

Very powerful and interesting verb.

That probably drew some extra attention

to this headline.

There's something about powerful verbs

that are exciting and attention
capturing.

And also, you might know that it's very
common for people to use numbers in like

blog posts and all sorts of things.

And one of the IT does a couple things,

one of the things that makes this really
effective.

So I think there's some evidence to show
that.

You know, I'd have to double check this,
but there is evidence out there that I've

read that showing a number, the actual
numerical number not written out, but the

number 4, having that number in a
headline tends to.

Grab attention from the eyes.

Eyes tend to go towards it and focus on

it. That might be one way that it's

increasing attention, but there's also,
by being specific, they just said the

emails that will supercharge your
marketing.

There's something less attention worthy
about that.

And I think it has to do with when
there's a number, there's something in

your brain that says, OK, if it's 4
emails, like one of those has to be

useful, right?
There's something, they've made it more

specific. They made it more tangible, and there's

just something about using numbers that
tends to get more attention.

Don't do it all the time, because that
will get repetitive and, you know,

doesn't work.
In every situation.

But that is a reason why it's very common
for people to use number headlines

because they work, that's why umm.

So let's talk a little bit more about

what gets attention, because I've given
you this framework, AIDA And a lot of

people say, OK, well, I won't get their
attention.

There are a lot of things we can do to
get attention.

What are they?
So this is just a couple of them is by no

means a comprehensive list.

First one relevance.

Something is relevant to what I care
about or what I'm thinking about.

It's going to capture my attention better
than something that is not relevant.

Pain and fear are also very powerful.

Humans are wired to have their attention

go towards pain and fear.

If you look at newspaper headlines, you

will see that you know it's very obvious
that they that those types of headlines

are getting lots of clicks because that's
where those businesses run as they run

on. Flicks be careful with fear.

Think about how leading with fear might
impact your brand.

There are definitely situations and times
where it might work very well, but

they're also it's very easy to have fear
based marketing backfire on you, so tread

tread carefully with that.

Pleading with something they want,

something they desire, which ties into
relevance.

Something unusual or controversial is a
good way to get attention.

So maybe if you take if there's some sort
of idea in your space that has taken hold

of buzzword or some sort of philosophy
that has taken hold that seems to be

really popular, maybe it's a good time to
latch on to that.

But to zag and going the other direction,
everybody's saying, you know.

Email marketing is dead.

Maybe you're the one who should come

through with something to grab attention
that says, you know, email marketing

here's why email marketing isn't dead.

That might not be the best example, but

again, it's the idea is to take something
that people are talking about and go in a

different direction with it.

Other things that got attention is

change. If they're, you know, if there's some

sort of change that's coming up in your
industry or you know, some law is about

to change that is going to impact the way
that consumers do something.

You can tap into that.

You'll see, you'll see a lot of ads like

that try to use political headlines to
sort of like, you know, some of the taxes

are changing.

And here's how you can save more money

because of the way that the laws are
changing or all sorts of different ways

to do that might not have been the best
example either, but the idea is there a

shift coming that you can tell people
about?

Because that gets attention.

Things are changing.

I want to know about it.

And also along that idea is timeliness.

Being topical can always can help get
extra attention because it's already on

people's minds.
So we just talked about getting

attention. Now I want to talk a little bit about

building desire and conveying value with
copy and something that I want people to

keep in mind.

Is that pretty much every line of coffee?

Nearly everything you say should be
somehow focused on value for your

audience. Talk about them, what will they get?

Not yourself.

This is the number one mistake that I see

non copywriters or beginner copywriters
make as they talk about themselves and

they talk about their products and they
talk about their services.

And what I want you to keep in mind is
that what you want to say is less

important. And what your prospect needs to hear.

And again, this goes back to all of that,
all those interviews and surveys that you

did. Because now you know what your prospect

needs to hear, you can focus your
messages on that.

Not about what you want to say, it's
about what they need to hear so.

How do you stay focused on this idea of
what's in it for me from your prospects

perspective?
First thing is to stay laser focused on

what they want.

And two ways to do that.

One is with benefits and the other is
with outcomes.

I'm going to talk about those two things
in a second.

And the other thing is to eliminate
selfish copy.

Try to move things from we to you
whenever it is something that can be

framed as value for the other person.

There can be some exceptions to this, and

I'm not saying that you can't ever use.

You know the word we or talk about

ourselves. Of course you have to, but most copy can

be improved by switching it around.

So let's look at a tangible example.

This is an email that I found in my spam
folder.

Big surprise.

And this is a good example of what not to

do. It didn't follow any of the advice that I

just gave on the last slide.

So just so you know, go fiber is a

product that helps men either regrow
their hair or at least.

Have it look like their hair has regrown.

So I'm not 100 % sure, but the point here

is I want you to look at how they framed
this relative under the lens of what we

just spoke about a moment ago, says Hello
Andrew, go fiber just released a brand

new video on YouTube and we wanted you to
check it out.

Click on the video below and give us a
thumbs up to show your support.

So the first thing to notice here is how
much they talk about themselves.

They lead with go fiber just released.

We just did this thing and we want you to

check it out.

So the first time that you really comes

up into this is when they want me to do
something.

Then they tell me to click on the video
below.

They don't give me any reason to.

If they just tell me to click it, click

on it and they say give us a thumbs up to
show your support.

It's a very selfish email Honestly, I'm
sure that's not what they intended.

When they wrote this is sure they were
well meaning, but from a copywriting

perspective, this is actually a.

Selfish email. That really only focuses

on them and what they want, and it
doesn't focus on me.

So in the next version, I'm going to show
you, which is a little bit better that I

rewrote. It's going to one stay more focused on

what they want by using, by talking about
benefits that are desirable and relevant

to the audience.

And I'm going to switch things from

talking about the brand product and what
we want you to do to switch it around.

The prospect and here's what you are
going to get.

So let's take a look here.

A little better here.

Hello, Andrew.

Want to see how much hair go?

Fiber can help you regrow?
Check out one customer's impressive

results in this new video.

So you'll see here I've reframed.

It's no longer the one we made this
video, and we want you to check it out.

It's now tying it to a benefit for me.

As someone on their list, I may be

someone concerned about what's happening
with my hair.

And that I want to be able to regrow it.

So I've added in this benefit and I am

now speaking in the second person, so I'm
now the subject of this sentence.

Want to see how much hair go fiber can
help you regrow.

They're speaking to me.

They're not speaking about themselves

anymore. So you'll also remember a couple slides

ago, I mentioned something called
outcomes.

So let's take a look at what it looks
like when you use outcome, which in my

opinion is even better.

Hello, Andrew.

Want to see how much hair go?
Fiber can help you regrow.

See how one customer regrew 75 % of his
hair in this new video.

So what did we do?
We basically took the benefit of

regrowing hair and we made it more
specific.

And more tangible.

By adding 75 % regrease 75 % of their

hair. So regrowing your hair is the benefit.

Regrowing 75 % of your hair is an
outcome.

So again, the difference between a
benefit and outcome is that the outcome

is more specific and tangible, and very
often it's based on some kind of number.

So get more leads would be a benefit, get
three times more leads is an outcome.

So let's move on.

Another way to build desire is to paint a

picture of who they will become.

If you remember, we talked earlier about

how everything is about promising them a
better version of their future selves.

You know, you can really do a lot with
that because you can help paint a picture

of how someone's life might change from
working with your product, your services.

So this is something that I wrote for a
client of mine, and I'm only going to

read the first little bit.

Imagine this first name.

It's six months from today.

Organizations engagement and employee

performance metrics are higher than
they've ever been, and leadership knows

you played a huge role.

So right there I'm painting this picture

of what might happen if they.

Keep working with me and they start to

get this sense of desire, maybe even
attachment to this, to this reality that

I'm painting for them, especially at that
point.

And leadership knows we played a huge
role, that idea of having this, of having

all of these business outcomes, these
metrics.

Going up and having leadership know that
you played a huge role that could be

really powerful for that particular
audience that I was speaking to in that

moment. So once you've made, when you're building

desire, you are essentially making claims
or making promises about what your

product or service can do or what your
offers can do for them.

And that's great.

You need to do that.

The problem is that people will not
believe you.

Just because you say that you can do X
doesn't mean that people will believe you

can do X.

So for example, I live in New York City.

And a lot of places will have these
ridiculous signs that say we serve the

best pizza in New York, or a sign we say
we serve the best pizza in the world.

You can buy this for 12$ and ninety seven
cents on Amazon, you can buy that sign.

But this is your audience.

He served the best pizza in the world.

Not sure if I believe you.

So this section we're going to talk about

proving your claims, which is just as
important.

If you only make the claims and you don't
prove them, your conversions are going to

suffer. So here's some ways to prove it.

Social proof.

Everyone knows about social proof at this

point, but I'm going to give you a couple
of I'm going to help you be a little bit

more strategic with your social proof in
a moment.

Photos and videos are great ways to prove
your claims that things that you're

saying words sometimes you need to show
them with visuals.

Showing how your product or service works
can be a form of proof, and statistics

are very common ways to prove your
claims, whether those are statistics

about. Results that your audience has gotten

from working with, or that your customers
have gotten from working with you, or

whether those statistics come from some
sort of external, trustworthy source.

They can both be used to prove your
points.

So let's talk a little bit about social
proof, because everyone knows to use it,

but not everybody knows how to use it.

And they often say, oh, we need a

testimonial. So they just slap them around wherever

they can fit them in all Willy nilly.

Want to help you be a little bit more

strategic when you use your testimonial.

So here are the places where I try to use

testimonials all the time.

One is near a claim that testimonial

supports should be example in a second
near points of friction.

And when it's more powerful to hear it
from, to hear a message from.

The emails of a happy customer or someone
else rather than for you, I'm not going

to spend too much time on that because
you have to somewhat intuit that yourself

or test it yourself.

One thing that comes to mind is in the

software as a service world, a lot of
places like to talk about how great they

are. You know, we have great support.

It's kind of hard to believe when
someone's you know, everyone wants to

think that their support team is really
good.

So that might be an example.

Where it's not even worth it for you to

try to say we have great support.

You might want to just put that

testimonial from someone else who is
saying that you have greater support

because it's more powerful coming from
their mouths in that situation.

So let's talk about using testimonials
near claims they support.

So here we have intercom again and
they're talking about these specific

benefits of helping your customers and
your team.

Sorry, not specific benefits those are,
those are.

Not sure that's quite qualified as
benefits, but either way they're making

claims. About what their product is going to do

for you.
And then right below that they prove it

with a testimonial that also has specific
outcomes in it.

So everything that they said in their own
copy is basically completely validated by

this head of customer service from
another company.

So that is a great place to use
testimonials is whenever you need some

way to prove one of your claims.

Another place that you want to use to

social proof is near a point of friction,
so that might be like a call to action

button. And I'm going to talk a little bit more

about calls to action later.

For right now, all you need to know is

that this is a way to make people feel a
little bit more safe about following the

call to action.

If they see all of these reputable brands

have already worked with this company.

Makes it that much easier to say yes.

Ok so we've talked about.

Attention, we've talked about desire.

We have talked about proving your claims.

It's also your responsibility to pave a

smooth path to conversion for your
prospects.

There are always obstacles, and it is
your job to clear them.

So, and a lot of friction doesn't really
have anything to do with copywriting

sometimes. Honestly, if something I always something

I see all the time, or problems with lead
generation forms where there's some sort

of technical problem.

Get that before you fix your copy,

honestly, but from a copywriting
perspective, there are a couple of things

that I want to talk about today,
especially when it comes to lead

generation funnels, and the first one is
on matching messages.

I'll explain what that means in a moment,
and the second is how to use copy to bust

certain objections or hesitations.

So let's start with mask with matching

messages between steps in the funnel.

Don't worry too much about this copyright

here. This came from a landing page for some

sort of HR solutions company.

What I want you to focus on is this

button that says requested demo that
accompanied this copy when I clicked on

request a demo.

This is the form it took me to get a free

custom quote.

This is a surefire way.

This is a message mismatch, and it's a
surefire way to get people to bounce.

It causes confusion.

People are always wondering whenever they

click on a link, even if it's not
conscious.

Subconsciously on some level their mind
is saying did I get to where I thought I

was going and if your messages.

Mismatch between steps.

They will feel a sense of discomfort or
fear that they are in the wrong place,

and it will make people bounce from your
page without converting.

So make sure these things are fixed.

If you have a situation like this where

you are paying for a click, like let's
say you're paying for paying per click

for demos or for free trials or something
like that, and it leads someone to a page

that has a message match mismatch.

You might want to pause this video and go

check on that and fix that right now
because.

This problem becomes so much worse when
you're paying per click.

Your acquisition costs can go through the
roof if people are bouncing due to a

message mismatch.
So the idea is that whenever someone

finishes, whenever someone follows your
call to action, make sure that the next

thing they see is a smooth bridge from
the last thing that they saw and the

template that I gave you a link for
earlier, and that will be at the end of

this again.
Will help you make sure that you do that

by forcing you to think about what the
last to think about whatever the prospect

saw last.

Ok, let's move on to the next way to

reduce friction of copy.

This is a really cool technique I learned

from Joanna Wiebe from copy hackers, who
is actually the person who coined the

term conversion copywriter.

She is fantastic and she's one of my most

important mentors.

Definitely check her out.

That copy hackers.com
This is a really cool technique.

So earlier we talked about hesitations
and beliefs and how some of those might

stop someone from moving forward with
their customer journey with you.

And one of the examples was.

I've already tried everything.

That might be an example of hesitation
that you're dealing with your prospect,

and that's something that you uncovered
during research.

So let's imagine in the back pain
solution world, very crowded market.

You also have a lot of people who have
been promised that they will get rid of

their back pain.

Probably several times doctors who have

claimed I'll be able to fix it, the
chiropractor going to a masseuse, buying

different tools and things that help them
with their back, different bed and

different pillow.
Millions of different things.

And they feel as though they have tried
everything.

So if I am a person who experiences back
pain.

But I carry the hesitation.

That or the belief that I have already

tried everything.
This message is not going to work on me.

So what's a way that we can deal with
that?

How can we overcome that objection with
copy?

One way is with this phrase.

Even if you've tried everything now,

people who have that objection are back
in the game because they say, well, hey,

I have tried everything, but maybe they
have.

Something different. Look at another
example.

Build beautiful landing pages.

Ok, that's fine, that's great.

But let's say that research revealed
that.

The people, your audience, people who
you're selling to.

Don't have a problem with being able to
build beautiful landing pages.

The problem is that they have to rely too
much on their IT team for it, and that

causes a host of other problems for them.

So and again, this is informed by your

research. You're not just throwing without and even

if statements or clauses into your copy
for no reason.

You're doing it because you know that the
objection or the hesitation is there so.

Here is a better way to phrase that for
this audience that has that hesitation,

built beautiful landing pages without
help from MIT.

Now you've got those people who had that
specific objection back in the game.

Ok. So headlines subject lines are huge
topic and I really don't have time to do

either of them justice.

So I'm just going to whip through these

and then point you to some other sources
that can help you.

The headlines job is to grab attention.

It's to match your expectations and level

of awareness again.

So a moment ago we talked about message

matching that could be something that the
headline does or at the very least the

headline should not violate.

The expectation and it should also match

the proper level of the appropriate level
of awareness.

And finally, it should motivate the
reader to keep reading or to somehow

continue engaging with your content.

So that's really it.

Some people try to give the headline
additional jobs.

I think that that's problematic.

I think you need to, you know, focus on

making sure it does this headline grab
attention in a non sleazy way?

Does it match expectations and awareness
and will it motivate them to continue on

the page?
Subject lines.

The role of the subject line is to get
someone to open without setting them up

for disappointment.
So click bait.

It's clickbait because it doesn't deliver
on the promise.

So you can make a big promise in your
subject line, but if you do that, just

make sure that you can deliver on that
promise.

Otherwise people will stop opening your
emails because they will see you as a

source of clickbait.

So real quick, just two types of

approaches that you can try and test.

One is being very specific and the other

is being very vague.

Both work in different situations.

Some work better for certain audiences
than others, sometimes both.

Work for your audiences.

These are definitely specificity.

Is something worth testing your subject
lines around if you are in fact testing

your subject lines?
Here's an example of being specific that

we saw earlier from aweber.

This is hyper specific live workshop with

four emails that will supercharge your
marketing.

You know we can stack.

They're being very direct.

I know exactly what this is about and
what kind of value I can expect to get

out of this.

And on the side of being vague, I got

this email.
Hundreds responded to this.

Why didn't you?
I don't really know what it's about, but

it does peak my curiosity a little bit so
I might click on that and see what that's

all about.

So for more resources on headlines, you

can go to copy hackers and look at one of
their blog posts from a few years ago on

writing powerful headlines.

Check out copy hackers.com

in general.

Lots of gold in there.

And also, when it comes to headlines,
there's no reason to start from scratch

and invent your own.

You can start by writing them using

headline formulas.
And that is a way to at the very least

get you to start writing without worrying
about, you know, blank page syndrome or

writers block or whatever it might be.

Use the formulas at the very least as a

way to get started umm and if you don't,
you know it might you're headlines.

Change from the formula or it might end
up being very formulaic and that's OK

too. There are some nuances there, but I don't

really have time to get into those so
feel free to get in touch with me if you

if you want to geek out about headlines
and stuff like that.

So to find resources, I like this post
that I found from aweber.

I know that's a long URL, it might be
easier to just go to Google and type in a

Weber type in subject line formulas.

So that wraps it up for subject lines and

headlines. Another thing that is crucial to talk

about right now are calls to action, and
I have never seen it explained better

than I have by a colleague and mentor of
mine named Joel Kletzky.

Super smart copywriter.

He broke calls to actions down into three

steps and he might not be the person who
you know, came up with this or invented

this, but he did explain it in a in a way
that really resonated with me.

And I now put this on a uses for every
single thing I write.

So the three steps are desired outcome
for required action and an objection

Buster. So an example of what that looks like

here is I believe this is from HubSpot.

They have a desired outcome here.

So growing your business also some of
that body copyright there talks to some

things that I want to get it required
action I have to click that button if I

want to.
Move towards that desired outcome, and

then finally I need an objection Buster,
something that makes it feel safe for me

to click that button.

And there are a lot of different ways to

do that.
If someone is likely to be concerned

about cost, but your offer is free,
remind them that it is free.

Or are they worried that they're gonna
have to enter their credit card

information?
Tell them that they won't have to enter

their credit card information if that's
true.

If they do need to enter their credit
card information and it's not about cost,

there's still other things you can do to
make people feel safer.

Social proof again, we talked earlier
that social proof is a good time or a

good place to use social proof is near
point of friction.

Like it could like a call to action
button because again, it just makes

people feel a little bit safer when it
comes to clicking that.

I've created a link down here for you to
watch Joel's video about CTA's Super

smart guy.
Go check it out.

Testing and optimization.

This is a class all of its own, so I'm

going to keep it really simple and just
focus on a few points and give you a

little bit of food for thought.

So the things that I want to talk about

are, one, looking at the right metrics
first and then figuring out where people

get stuck in your funnel and figuring out
what to do about that.

So in terms of looking at the right
metrics first, something that happens

with my clients all the time is we do
some sort of email, campaign for example,

and everyone wants to look at how to
improve open and click rates.

And I think that a lot of that has to do
with.

The way our reporting software is set up
where it just makes it so easy to see

these very high level metrics and there's
something very enticing about the idea of

optimizing for opens and optimizing for
clicks and that's fine there.

You know, those things matter, but what
happens is people go dive right into

those. Into those opens and click rates and

things like that, while they're ignoring
the bigger metrics that happen further

down the funnel.

So, you know, opens and clicks important,

but they're small fish.

What about revenue?

What about qualified leads generated?
What about gross customer ads?

What about average order volume?
Can you track something with your

campaign that is more meaningful than
simple opens and?

Clicks you know will tinkering with your
subject line in email too.

You know, if you can get that open rate
up 5 %, is that going to make an impact

on one of these more important metrics
further down the funnel?

It may or it may not.

I just want you to start thinking more

strategically about it.

And I guess the key point of this section

is don't lose sight of the big picture,
don't get stuck in tweaking headlines or

subject lines for emails when you know
there there's something else going on

further down the funnel that is.

More that is more worthy of your time.

So that brings us to the next thing,
funnel stuck.

So if you look throughout your funnel and
you find there's a certain place where

people are just not converting and
they're just not going to that next step,

here are a few of the things that could
be wrong.

This is by no means even close to a
comprehensive list.

These are just some things that come to
mind that might be, you know, might be,

might be among the first things you want
to check.

So the first is that the offer and the
audience fit is wrong.

And essentially what that means is that
the people who were exposed to your offer

actually don't want that offer.

And it doesn't matter how you talk about

it, they're just not interested in that
offer.

The other is that the offer was framed
improperly.

So this means that there is a fit between
the audience and the offer.

The audience would want that offer if you
talked about it in the right way.

So that is another thing can be wrong.

We'll talk about that as well.

And the final thing is simply there is
too much friction that is preventing

people from converting.

So one by one, offer audience fit is

wrong. Test 8 different offer.

You might have two different things on
offer and you'll want to measure, you

know what is going on with that, which
offer is getting more attention, more

interest umm.
So you know this is one of the places to

start. If people are not taking your offers, try

testing different offers.

Another thing that you can do is you can

try different ways of motivating readers
to prove your claims.

Sorry, motivating readers and proving
your claims.

This is a little bit trickier because
this is all of your copy and it's hard to

isolate. You know exactly where the problem is,

but it might be about your benefits.

Maybe you were leading with save time and

the message that they needed to hear was
save money.

Very simplified version of this problem.

But again, the idea is to is to think

about is it possible that the way we're
talking about this offer, or the way that

we're trying to prove that the offer does
what it says it?

Well, is it possible that we are lacking
in some sense there.

Can we test something else to see if that
works better?

And then finally too much friction?
Could there be any friction that we

didn't address?
This is also a huge topic, but one of the

first things that you should check your
buttons, test your forms, look for those

message mismatches.
I cannot tell you how many lead

generation forms have technical problems
that are killing conversions, and people

have no idea.

Because you know, if you're trying to

fill out a form, unless you really
desperately want that thing, you're not

going to email them say hey something, 's
messed up with your form.

Or if you're a really nice person, you
might do it too.

So test your forms, check your buttons,
make sure that things at those points of

friction, which are the calls to action.

And the transition from one step to

another from say, add to landing page,
make sure that there isn't anything

obvious there that could be stopping
people.

Ok, we covered a lot.

Please do not forget to get that free

toolkit that I mentioned Andrew yedlin
dot com slash about.

You just have to enter a little bit of
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toolkit then you will get the links to
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But I would absolutely love it if you
check that.

Roblox so that I can stay in touch with
you and send you occasional tips and

thoughts and whatever about marketing and
copywriting and that kind of stuff.

And then finally if you need a little bit
of extra help, if you want to get

someones eyes on your copy, who knows
what they're talking about.

I'd like to think that I know what I'm
talking about so you can get your

website, your landing page reviewed if
you go to this link, but you can also

just find me.

That Andrew yedlin.com

and use the Get Touch button to send me a
message of any kind.

Feel free to add me on LinkedIn, I'm
super easy to find if you just type in

Andrew Yedlin.
There aren't a lot of us out there so you

will see me and that wraps it up for
today.

Hope you learned something and I hope to
see you on the other side.