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Acknowledgement of authors right · We can build our mental health naturally

• 0:02
  Speaker 1: Alright, first things first. What actually is copywriting? Well, this
• 0:05
  Speaker 1: is where a lot of beginners get confused, so let's
• 0:07
  Speaker 1: clear it up fast. Copywriting is not copywriting. You're not
• 0:10
  Speaker 1: dealing with trademarks or legal stuff. Copywriting, with a W,
• 0:13
  Speaker 1: is writing words that get people to take action. Click
• 0:16
  Speaker 1: a button, sign up for something, buy now, that kind
• 0:18
  Speaker 1: of thing. And here's the thing that most people miss.
• 0:20
  Speaker 1: It's not just writing, it's persuading. It's the difference between
• 0:23
  Speaker 1: someone scrolling past your product or service or offer or
• 0:25
  Speaker 1: message and stopping to say, wait, I need that. When
• 0:28
  Speaker 1: done right, it's one of the most profitable skills that
• 0:30
  Speaker 1: you can learn because everything online runs on words. Copywriting
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  Speaker 1: is the engine behind every great marketing message. Let me
• 0:35
  Speaker 1: give you a better picture. You know those emails that
• 0:37
  Speaker 1: you get from brands or the website headline that made
• 0:39
  Speaker 1: you click or the social media caption that convinced you
• 0:42
  Speaker 1: to try a new app? That's copywriting. And if you've
• 0:44
  Speaker 1: ever wondered what does a copywriter actually do, it's this.
• 0:47
  Speaker 1: We write words that make people click, buy, or believe.
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  Speaker 1: I'll be honest, I used to think copywriting was some
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  Speaker 1: secret skill reserved for the madmen types in New York,
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  Speaker 1: or creative writing majors who drank a lot of coffee
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  Speaker 1: and wore those funny French halfings. A beret. That's what
• 0:59
  Speaker 1: they're called. But I was way off. Because when I
• 1:01
  Speaker 1: started digging, I realized that copywriting is just this. Words
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  Speaker 1: that work. Words that make people click, scroll, buy, sign up,
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  Speaker 1: take action. It's not about being poetic or clever. It's
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  Speaker 1: about being clear and useful. But let's bring this down
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  Speaker 1: to earth. Imagine you're selling cupcakes. One description says, vanilla cupcake. Cool. Accurate.
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  Speaker 1: But kind of boring. Now compare that to this one. Soft,
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  Speaker 1: golden vanilla sponge topped with a swirl of buttercream, just
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  Speaker 1: like grandma used to make. Now, we're not just describing
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  Speaker 1: a cupcake, we're making someone want it. Same product, but
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  Speaker 1: the second one taps into memory and comfort and emotion.
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  Speaker 1: That's the power of good copy, and that's the real
• 1:34
  Speaker 1: reason copywriting matters. Because you can have the best product
• 1:37
  Speaker 1: and the best service in the world, but if your
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  Speaker 1: words don't connect with people, they'll never know why it matters.
• 1:41
  Speaker 1: Copywriting bridges the gap between what you offer and why
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  Speaker 1: it matters to your audience. Copywriting is just communication with strategy.
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  Speaker 1: So now that you've got a clear picture of what
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  Speaker 1: it is, let's talk about how to actually start doing it,
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  Speaker 1: even if you've never written a word of copy in
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  Speaker 1: your life. Here's the deal. Most beginners freeze when they're
• 1:59
  Speaker 1: first starting copywriting because everything feels overwhelming. You search copywriting
• 2:02
  Speaker 1: for beginners, you land on a polished sales page, and
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  Speaker 1: suddenly it feels like you need a marketing degree just
• 2:06
  Speaker 1: to get going. Here's the good news. You don't. You
• 2:09
  Speaker 1: don't need a fancy certificate, you don't need years of
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  Speaker 1: writing experience, and you definitely don't need anyone's permission. What
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  Speaker 1: you do need is curiosity, a willingness to practice, and
• 2:16
  Speaker 1: a simple structure to follow. If I were starting again
• 2:19
  Speaker 1: from scratch, here's exactly what I'd do. Step one, start
• 2:21
  Speaker 1: reading copy like a copywriter. Not just skimming it, studying it.
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  Speaker 1: Every time that you see a Facebook ad or an
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  Speaker 1: email subject line or a product description, I want you
• 2:30
  Speaker 1: to pause and ask yourself, why did they write it
• 2:32
  Speaker 1: like that? What's the goal here? You're not just reading
• 2:34
  Speaker 1: for content anymore. You're reading to reverse engineer what works.
• 2:38
  Speaker 1: This is how you train your eye, like an artist
• 2:39
  Speaker 1: studying other paintings or a chef tasting food to figure
• 2:42
  Speaker 1: out the spices. You want to build that instinct where
• 2:44
  Speaker 1: you can look at any piece of writing and know
• 2:45
  Speaker 1: why it works or why it doesn't. And if you're
• 2:47
  Speaker 1: interested in seeing how I write copy that converts, you
• 2:49
  Speaker 1: can opt in in one of the links down below
• 2:51
  Speaker 1: and see it in action firsthand. Step two, write every day.
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  Speaker 1: Even if it sucks. Do not overthink this. You don't
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  Speaker 1: need a client or a big project. Just practice. Write
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  Speaker 1: a headline, then try five more versions. Take a product
• 3:02
  Speaker 1: from your kitchen and try to sell it in a
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  Speaker 1: single sentence. Or copy the back of a cereal box
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  Speaker 1: and rewrite it to sell dog treats. I'm not kidding.
• 3:08
  Speaker 1: I actually did that once. It was terrible, but it
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  Speaker 1: taught me something. Because, just like going to the gym,
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  Speaker 1: the more reps you get in, the stronger you get.
• 3:14
  Speaker 1: And when you copy great copy by hand or rework
• 3:16
  Speaker 1: it to make it better, you're training your brain to
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  Speaker 1: write in that rhythm. It's kind of like learning a
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  Speaker 1: new language by mimicking native speakers. Step three, pay attention
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  Speaker 1: to what grabs your attention. The next time that an
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  Speaker 1: ad or a post or a headline makes you stop scrolling,
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  Speaker 1: ask yourself why. Was it the headline or the curiosity
• 3:31
  Speaker 1: or the way that they told the story? This kind
• 3:32
  Speaker 1: of awareness turns everyday browsing into real training. You start
• 3:35
  Speaker 1: spotting patterns and soon enough, you'll know how to use
• 3:37
  Speaker 1: those same tools in your own writing. So, if you've
• 3:40
  Speaker 1: been thinking, but I don't know where to start, well,
• 3:42
  Speaker 1: then start here. Pick something in your house. Anything. Now,
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  Speaker 1: write one sentence that would make your friend want to
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  Speaker 1: buy it. That, my friend, is copy. And that's your
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  Speaker 1: first exercise. That's exactly how every pro starts. Once you've
• 3:52
  Speaker 1: got that rhythm going, you'll be ready to take things
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  Speaker 1: up a notch. Because up next, I'm going to show
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  Speaker 1: you a few core copywriting principles. I'm talking about things
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  Speaker 1: that are going to make your writing way more effective,
• 4:00
  Speaker 1: way faster. So, let's break those down now. All right,
• 4:06
  Speaker 1: so you've started practicing. You're writing headlines and reworking ads
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  Speaker 1: and building that copy muscle. Well, now let's take things
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  Speaker 1: a level deeper. Because once you've got down the basics,
• 4:13
  Speaker 1: the next step is knowing how to structure your copy
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  Speaker 1: so it actually works. Here's the deal. Writing without a
• 4:17
  Speaker 1: framework is kind of like cooking without a recipe. Sometimes
• 4:20
  Speaker 1: it works, usually it doesn't. So instead of winging it
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  Speaker 1: every time, you wanna use a few tried and true formulas.
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  Speaker 1: These are like cheat codes. They help you skip the
• 4:27
  Speaker 1: confusion and go straight to the win, so you're not
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  Speaker 1: staring at a blank page wondering where to even start.
• 4:30
  Speaker 1: So let me show you the most useful ones right now,
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  Speaker 1: especially if you're just getting started. Number one, AIDA, Attention, Interest, Desire, Action.
• 4:37
  Speaker 1: This is probably the most well-known framework in copywriting, and
• 4:40
  Speaker 1: for good reason. Think of Ada like building a staircase.
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  Speaker 1: At the bottom, you've got someone's attention. Well, your job
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  Speaker 1: is to guide them step by step all the way
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  Speaker 1: to the top where they take action. So what does
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  Speaker 1: that look like? Well, it all starts with attention. Here
• 4:52
  Speaker 1: you want to grab them, a headline, an image, something
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  Speaker 1: that makes them stop scrolling. Then we've got interest. Now
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  Speaker 1: that they're looking, give them a reason to keep going.
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  Speaker 1: Maybe it's a relatable story or a surprising statistic. After that,
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  Speaker 1: we move them to desire. This is where you show
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  Speaker 1: them what's in it for them. How does this thing
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  Speaker 1: make their life better? And then ultimately, action. Tell them
• 5:09
  Speaker 1: exactly what to do next, whether it's buy now, or
• 5:11
  Speaker 1: download the guide, or book the call. It's simple, it's powerful,
• 5:14
  Speaker 1: it's repeatable, and once you start seeing this structure in action,
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  Speaker 1: you're going to spot it everywhere. Number two, PAS. Problem, agitate, solution.
• 5:21
  Speaker 1: This one's great when you're trying to speak directly to
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  Speaker 1: pain points. Here's how it works. First is the problem.
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  Speaker 1: Call out something that your audience is struggling with. Next, agitate.
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  Speaker 1: Dig into that struggle. Really make them feel it. Then,
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  Speaker 1: the solution. Offer your product or service or idea as
• 5:35
  Speaker 1: the fix. Let me give you an example. Let's say
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  Speaker 1: you just made a killer video about how to tame
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  Speaker 1: a grizzly bear using nothing but your bare hands. You're
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  Speaker 1: proud of it. Deservedly so. So you hop on Instagram
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  Speaker 1: and post it with, check this out. Brutal. Look, you
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  Speaker 1: didn't survive hand-to-claw combat with a 700-pound apex predator just
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  Speaker 1: to boast like it's 2009. You need something with teeth.
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  Speaker 1: Lucky for you, PAS is here to save the day,
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  Speaker 1: so instead of sounding like a bored intern doing social
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  Speaker 1: media on autopilot, say something like this. Problem. Tired of
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  Speaker 1: women overlooking you like you're the human equivalent of lukewarm soup? Agitation.
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  Speaker 1: You've tried everything. V-necks, protein powder, that one motorcycle you
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  Speaker 1: can't afford but financed anyway? Still, you go to sleep
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  Speaker 1: every night spooning a pillow and questioning your life choices. Solution.
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  Speaker 1: It's time to do something legendary, like taming a grizzly
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  Speaker 1: bear with your bear-freakin' hands. Watch this video and become
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  Speaker 1: the man woodland creatures fear and women respect. And just
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  Speaker 1: like that, you P.A.S.ed your way into hearts and minds
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  Speaker 1: and maybe even inboxes. But here's a little secret that
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  Speaker 1: most copywriters miss. They think that the problem that they're
• 6:29
  Speaker 1: trying to solve here is helping people tame bears. Wrong.
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  Speaker 1: That's like saying someone buys a drill because they just
• 6:34
  Speaker 1: love drills. No, nobody loves drills that much. Except for
• 6:37
  Speaker 1: this guy. He does love drills. No, what most people
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  Speaker 1: want isn't a drill. What they want is a hole
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  Speaker 1: in the wall. Preferably where the shelf or picture goes
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  Speaker 1: that they want to hang up. And even more preferably,
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  Speaker 1: doing it all before guests come over and silently judge
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  Speaker 1: their life. The real pain here is ego. It's pride.
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  Speaker 1: It's the desperate need to feel manly in a world
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  Speaker 1: of oat milk lattes and gentle jazz playlists. So when
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  Speaker 1: you're writing anything, even a goofy post about bear wrestling...
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  Speaker 1: Don't sell the drill, sell the hole. Or in this case,
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  Speaker 1: sell the primal urge to prove you're not someone who
• 7:03
  Speaker 1: cries during Disney movies. But seriously, Coco just wrecked me.
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  Speaker 1: Number three, benefits over features. This one's simple, but a
• 7:09
  Speaker 1: lot of beginners miss it. Like we talked about just
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  Speaker 1: now with the whole drill thing, people don't care about
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  Speaker 1: the tool, they care about the result. Again, this part
• 7:15
  Speaker 1: is so important, so it's worth saying again. Nobody buys
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  Speaker 1: a drill because they want a drill, they want that
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  Speaker 1: hole in the wall. The same goes for courses or
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  Speaker 1: apps or services, anything. Don't just tell people what something is,
• 7:25
  Speaker 1: tell them why it matters. Here's the difference. Feature, this
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  Speaker 1: course is 10 hours long. Benefit, you'll learn how to
• 7:30
  Speaker 1: write high converting copy in a weekend. Do you see
• 7:32
  Speaker 1: the shift there? Features are the ingredients. Benefits are the flavor.
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  Speaker 1: You wouldn't try to sell a cookie by listing flour, sugar, butter.
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  Speaker 1: You'd say warm, gooey, chocolate chip cookie, fresh out of
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  Speaker 1: the oven. Well, the same rule applies here. Number four,
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  Speaker 1: write like you talk. This one's easy to say, harder
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  Speaker 1: to do. When writing copy, you don't need to sound fancy.
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  Speaker 1: You don't need to write like a novelist. And you
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  Speaker 1: definitely don't need to sound like a corporate LinkedIn post.
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  Speaker 1: You just need to sound fancy. human. Imagine you're explaining
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  Speaker 1: your product or your service to a friend over coffee.
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  Speaker 1: That's the vibe that you want. Clear, casual, confident. In
• 8:01
  Speaker 1: other words, the next time you're writing copy, think coffee
• 8:03
  Speaker 1: shop conversation, not corporate memo. And here's a quick trick.
• 8:06
  Speaker 1: When you're done writing something, read it out loud. If
• 8:09
  Speaker 1: it sounds weird or robotic, rewrite it until it doesn't.
• 8:11
  Speaker 1: Good copy sounds like a conversation, not a lecture. So
• 8:14
  Speaker 1: to recap our frameworks here, use ADA to guide people step-by-step.
• 8:18
  Speaker 1: Use PAS to speak to problems they care about. Focus
• 8:20
  Speaker 1: on benefits, not just features. And write like you talk.
• 8:24
  Speaker 1: Write like you're having a conversation with someone, because real
• 8:26
  Speaker 1: always wins. Once you start using these frameworks, your writing
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  Speaker 1: won't just improve, it'll actually start getting results. Now, if
• 8:31
  Speaker 1: you're thinking, cool, but how do I make money doing this? Well,
• 8:34
  Speaker 1: that's exactly what we're going to talk about next. Also,
• 8:36
  Speaker 1: if you want to shortcut the whole process and start
• 8:37
  Speaker 1: landing clients fast, I've actually bundled all of my proven
• 8:40
  Speaker 1: templates and sales funnels and scripts into a complete marketing system,
• 8:42
  Speaker 1: and you can grab it for free today. Links below. Okay,
• 8:45
  Speaker 1: let's keep going. Alright, so by now you know what
• 8:50
  Speaker 1: copywriting is, and you've got a few solid tools to
• 8:52
  Speaker 1: start writing, but here's the question on everyone's mind. How
• 8:55
  Speaker 1: do you actually get paid to do this? Because copywriting
• 8:57
  Speaker 1: sounds cool and all, but what's the path from writing
• 8:59
  Speaker 1: practice headlines at your kitchen table to getting paid real money? Well,
• 9:03
  Speaker 1: let's break it down. There are a few main ways
• 9:04
  Speaker 1: that copywriters make money, and the best part is that
• 9:06
  Speaker 1: you can start with any of these, depending on where
• 9:08
  Speaker 1: you're at. Number one, freelance for clients. This is how
• 9:10
  Speaker 1: most copywriters get started. You find businesses, either on platforms
• 9:13
  Speaker 1: like Upwork or Fiverr, or just reaching out directly, and
• 9:16
  Speaker 1: you write for them. Emails, websites, ads, landing pages, whatever
• 9:19
  Speaker 1: they need. At first, you might write for cheap or
• 9:21
  Speaker 1: even free in order to build up a few samples,
• 9:23
  Speaker 1: but it doesn't take long before someone's paying you to
• 9:25
  Speaker 1: write words that drive results. And once you've got a
• 9:27
  Speaker 1: couple of happy clients, you've got proof and permission to
• 9:30
  Speaker 1: raise your prices. Number two, work in-house. If you want
• 9:32
  Speaker 1: more structure or consistency, you can also work at a
• 9:35
  Speaker 1: company full-time or part-time as a marketing writer or content person.
• 9:38
  Speaker 1: Plenty of businesses need someone who can write their email
• 9:40
  Speaker 1: campaigns and update their website or create product descriptions. This
• 9:43
  Speaker 1: can be a great way to sharpen your skills and
• 9:45
  Speaker 1: get paid regularly while learning on the job. Number three,
• 9:48
  Speaker 1: sell your own products. This is where copywriting gets really
• 9:50
  Speaker 1: powerful because if you've got a product, a service, or
• 9:53
  Speaker 1: even a small digital course, you now know how to
• 9:55
  Speaker 1: write words that sell it. You don't need a big following.
• 9:58
  Speaker 1: You don't need to go viral. You just need to
• 9:59
  Speaker 1: connect with the right people, say the right things, and
• 10:01
  Speaker 1: guide them toward a decision. That's what copy does best.
• 10:04
  Speaker 1: Number four, offer copywriting as a service in your business.
• 10:07
  Speaker 1: Maybe you already have a business. Maybe you do design
• 10:09
  Speaker 1: or consulting or marketing for clients. Adding copywriting to your
• 10:12
  Speaker 1: skill set instantly makes you more valuable because now you're
• 10:15
  Speaker 1: not just building the thing, you're helping them sell it.
• 10:17
  Speaker 1: And that's the part that most people are willing to
• 10:19
  Speaker 1: pay for. Here's the truth most people miss. Every business
• 10:22
  Speaker 1: needs copy, whether they know it or not. Because, like
• 10:24
  Speaker 1: I've said before, no matter how great the product or
• 10:26
  Speaker 1: service is, the words still have to do the heavy
• 10:28
  Speaker 1: lifting to sell it. So whether you're freelancing, working in-house,
• 10:30
  Speaker 1: or writing for your own offers, if you can write
• 10:32
  Speaker 1: copy that converts, you'll never be short on opportunities. You
• 10:34
  Speaker 1: don't need a blog or big audience, just results. And
• 10:37
  Speaker 1: now that you know how to make money doing this,
• 10:38
  Speaker 1: let's talk about how to get better at it faster.
• 10:40
  Speaker 1: There are a few habits that can shave months off
• 10:42
  Speaker 1: your learning curve, so let's dive into those now. Just
• 10:48
  Speaker 1: like with most things, there's a few simple habits that
• 10:50
  Speaker 1: can dramatically shorten your learning curve and help you get
• 10:52
  Speaker 1: better way faster than most people. These aren't magic, but
• 10:55
  Speaker 1: they work. So here's how to train your copywriting brain
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  Speaker 1: like a pro. Number one, hand copy great ads. Yeah,
• 11:01
  Speaker 1: I mean literally write them out by hand. Old school.
• 11:04
  Speaker 1: Find an ad that's working, maybe from a company that
• 11:06
  Speaker 1: you like, and copy it out with pen and paper.
• 11:08
  Speaker 1: It sounds silly, I know, but the fact is it's
• 11:10
  Speaker 1: one of the fastest ways to internalize what great writing
• 11:12
  Speaker 1: feels like. You'll start to notice the rhythm, the pacing,
• 11:15
  Speaker 1: the structure. And pretty soon, you'll start writing like that too.
• 11:17
  Speaker 1: Think of it like learning a song by playing it
• 11:19
  Speaker 1: note for note. You don't just listen, you perform it.
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  Speaker 1: Number two, build a swipe file. A swipe file is
• 11:24
  Speaker 1: really just a fancy term for a folder of stuff
• 11:26
  Speaker 1: that works. Every time you see a headline that grabs
• 11:28
  Speaker 1: your attention or an email that makes you want to click,
• 11:30
  Speaker 1: Save it, bookmark it, screenshot it, whatever. Just collect the
• 11:33
  Speaker 1: things that made you stop scrolling. Because one day, when
• 11:35
  Speaker 1: you're stuck staring at a blank page, you'll flip through
• 11:37
  Speaker 1: that folder and go, all right, that worked on me.
• 11:39
  Speaker 1: And then you'll know how to make it work for
• 11:41
  Speaker 1: someone else. Number three, practice writing headlines. If you only
• 11:44
  Speaker 1: focused on one skill for the next month, make it
• 11:46
  Speaker 1: this one. Great headlines are the gateway to everything else.
• 11:49
  Speaker 1: If your headline doesn't work, no one reads the rest.
• 11:51
  Speaker 1: Doesn't matter how good your writing is. So practice. Take
• 11:54
  Speaker 1: a product or an idea and write 10 headlines for it.
• 11:56
  Speaker 1: Then take your favorite and write five new twists on it.
• 11:59
  Speaker 1: It's a muscle, and every rep makes you better. Number four,
• 12:02
  Speaker 1: read the right books. You don't need to read 20
• 12:04
  Speaker 1: books to get good at copywriting. Just a few of
• 12:06
  Speaker 1: the right ones. So here are three to start with. First,
• 12:08
  Speaker 1: the Adweek Copywriting Handbook. It's a classic, especially for director's haunts. Next,
• 12:12
  Speaker 1: cash advertising. Easier to digest than the classics, but just
• 12:15
  Speaker 1: as powerful. It breaks down the raw psychological triggers that
• 12:17
  Speaker 1: make people want to buy, and it does it fast, fun,
• 12:19
  Speaker 1: and brutally effective. Number three, Influence by Robert Cialdini. This
• 12:23
  Speaker 1: is psychology gold, and it teaches you how people make decisions.
• 12:26
  Speaker 1: So start with one, Read it slowly, try the ideas out,
• 12:28
  Speaker 1: and remember, you don't need to memorize, you need to
• 12:30
  Speaker 1: use it. Number five, keep writing. Honestly, this one matters
• 12:33
  Speaker 1: more than all the others combined. No book, no template,
• 12:35
  Speaker 1: no tutorial will help if you're not actually writing. So
• 12:38
  Speaker 1: write something every day, even if it's just a tweet,
• 12:40
  Speaker 1: an email, or a fake ad for your favorite cereal.
• 12:42
  Speaker 1: That's how great copywriters are made, one sentence at a time.
• 12:45
  Speaker 1: So whether you're copying great ads by hand or building
• 12:47
  Speaker 1: your swipe file or testing headlines for fun, just keep going.
• 12:50
  Speaker 1: These habits don't just teach you copywriting, they rewire how
• 12:53
  Speaker 1: you think about words and persuasion and communication.