Lecture Notes: Crafting High-Converting Copy by Uncovering Deep Problems

Introduction

Objective: Uncover deep problems of prospects to create high-converting copy.
Key Point: High-converting copy isn't just about the words but understanding and extracting deep problems.
Process: Start with problem identification for any copy (emails, videos, events).

Layer One of Problems: Shallowest but impactful if done right. Many copywriters don't get this right.
Approach: Begin by figuring out real problems from multiple angles.
Awareness Creation: Make the audience aware of their underlying problems and be remembered as the one who highlighted these issues.

Definition: Putting yourself in another's perspective to understand their worldview, beliefs, problems, and assumptions.
Resource-Intensive: This process is mentally taxing and requires effort.
Importance: Essential for crafting high-converting copy.

Assistance: Use AI to aid in uncovering real problems, especially in detailed scenarios (e.g., weight loss niche).
Method: Describe the ideal customer's life in detail for AI to understand and provide relevant problems.
Context & Specificity: Give AI full context and specific instructions to get accurate results.

Scenario Description: 30-year-old woman slightly overweight, unhappy with her shape, and has tried but failed to stick to diets/training.
Task for AI: Identify problems and real-life situations reminding her of her weight issue.
Generated Problems:
- Clothing: Difficulty finding fashionable clothes that fit well.
- Public Settings: Anxiety in theaters, buses, airplanes due to small seats.
- Physical Activity: Exhaustion from activities like climbing stairs or playing with kids.
- Health Concerns: Fear of developing weight-related health issues.
- Eating in Public: Self-consciousness about food choices and judgment.
- Fitness Classes/Gyms: Feeling out of place or embarrassed.
- Energy Levels: Tiredness limiting productivity or enjoyment.
- Self-Image & Confidence: Dissatisfaction from comparing to others; frequent self-consciousness.
- Joint Pain: Physical discomfort in extreme cases.
- Activities with Weight Limits: Exclusion from certain activities due to weight restrictions.

Adding Specificity: Request AI for more concrete examples (e.g., trying on clothes that don't fit, taking unflattering group photos).
Further Examples:
- Mirror Reflection: Seeing oneself in a mirror in public places.
- Fitting Rooms: Stress from trying on clothes in stores.
- Dating: Anxiety about partner's perception.
- Social Gatherings: Stress at public events due to weight.
- Workplace Settings: Concerns about fitting into chairs or bending down.

Objective: Create a list of 10 fears and frustrations related to the target audience’s problems.
Examples:
- Fear of Judgment: Stigmatization in public and private settings.
- Health-Related Fears: Concerns about developing chronic conditions.
- Fear of Rejection: Anxiety in social and professional scenarios.
- Clothing Frustration: Lack of stylish options causing stress.
- Weight Loss Attempts: Frustration from previous failed attempts.
- Fear of Missing Out: Missing activities due to weight issues.
- Lack of Social Acceptance: Not being taken seriously because of weight.
- Fear of Future Weight Gain: Anxiety about regaining weight.

Next Steps: Use the identified problems and frustrations to write emotionally resonant copy in the next module.
Goal: Communicate with the audience on an emotional level by understanding their real, day-to-day frustrations and fears.