foreign [Music] to the third module of our second phase here where we are uncovering the real problems and the deepest problems that our prospects have in order to use those problems later on into our copy and have the highest converting piece of copy possible remember High converting piece of copy is not about the words in using it but rather about how deep you can go into these problems and how good you are at extracting these problems and then plugging them into your copy later on so all we are doing here is just the setup that we need in order for us to start being able to craft High converting copy whenever I'm gonna write a piece of copy whether there is email whether there is a long video 45 minute video 50 minute video or even a series of videos an entire event of four videos I'm always gonna start right here this is gonna be the layer one of problems and this is the shallowest of the layers it's still very very impactful if you get it right and most people most copywriters don't even get it right on this specific layer so if you manage to get it right here you're writing from the majority of the copyrighters out there whenever I start running a promotion whatever that is animeo a Tweed a message it can be a sales video it can be even an event of four videos combined total of like four hours of videos whenever I start writing anything I start here I start with the planning I start figuring out what are the real problems of my audience and how I can approach them from multiple different angles and make them aware about this problem this underlying problem to all their symptoms that they are experienced throughout your life is in order for them to realize that this is a real problem and in order for me to be the one that creates awareness about the problem because again every single time they experience one of those pain points they're gonna remember about you because you were the one who told them about this problem in the first place so let's get started now the thing that we need to do here is a process that I call perspective in perspectiving is the act of putting yourself into others people's perspective it's kind of like when you have a Macbook like this one and you run Windows on it you know it's possible to do that so basically you're just running another reality inside of a simulation here and that's what we're doing with our hats we're simulating in other people's reality inside of our heads and trying to see things from their perspective so we can understand their word view and then we can uncover their beliefs their problems their assumptions their conclusions and everything that makes that Parliament belief that they sit on top of so the process of perspectiving it's quite resource intensive just like running a Windows operational system on a MacBook computer is going to be very resource intensive running this simulation inside of our heads is very research intensive as well so I say that because first it might hurt a little bit going through this process having to see things from others people's perspectives it's hard and it's gonna be resource intensive for your brain so you're gonna feel tired you're gonna feel like you don't want to do it you're gonna feel like procrastinating it but that's part of the game and I want you to be aware of it that you have to go through this process in order to have high converting copy now there is a way to make this so much easier for us back in the days decades ago or more like three months ago for five months ago that process was way way harder because this was what was feeding all the simulation now you're running the simulation both here and also inside of your computer because we are going to use tools like chai GPT in order to help us and cover those real problems and I'm gonna show you how to do that now I was thinking about having a module just on chatgpt or even like an entire face but I thought it would be so much better if through all the entire process of uncovering the problems writing copy figuring out what's the pain points and how we're gonna approach them and the different angles we can approach them from I fear it will be way more interesting and way more useful for us as well to have chechy to be helping throughout the entire process so that's what we're doing now we're gonna start uncovering the problems the fears and the frustrations from our audience using chat GDP so let's go back to the example of weight loss if I were to uncover the problems that people on the weight loss Niche face in their specific lives in their specific scenarios and situations using chat GPT this is how I would do it and take a look at the responses you get from this now the way most people approach using Church ADP is completely wrong it's completely backwards they just try to get it to write copy for you and that's not how you should use it you should use strategp to help you with the uncovering process with the process of finding out what are the problems what other frustrations and by putting tragedy into the shoes of your specific Prospect and they're reading what Chad GDP is gonna give you as the specific scenarios the specific problems this people face by putting itself in the shoes of those prospects that's how you use it so for example here let's jump to my computer imagine you're a 30 year old woman who's a bit overweight she's not extremely fat by any means but she's also not happy with her shape when she looks at herself in the mirror what I'm trying to do here is to describe with a lot of detail what the life of my Prospect looks like so chachidipi can really understand and get the full context of what we're trying to do here whenever you speak with artificial intelligence whatever there is chatgpv if it is mean Journey for creating images if it is uh Jarvis that's another copywriting tool that we have out there which artificial intelligence built on top of it whenever you're communicating with those artificial intelligences you have to be very specific with what you're asking and you have to give them a lot of context it's almost as if you're talking again to a 10 year old and you're giving them all the details so they can understand the entirety of the situation so they can have the entirety of the reality as we were talking about before so now back to the prompt here she has tried to lose weight in the past but never really stick any diet or training protocols so in this entire first paragraph I'm trying to describe who my ideal customer is now I'm gonna say what I'm trying to do here so jjpd understands the task before I give it a task so I'm trying to figure out what are the problems related to her way that this woman experienced in her day-to-day life I want those problems to be real life situations that when she experiences them it reminds her that she's overweight and he gets her frustrated with this problem because the most important part of a problem is that every single time they experience it it must remind them of the underlying problem that makes them experience that so in this case I want to understand all the problems that they face all the situations that they face on a day-to-day basis that gets them to remind themselves that they're overweight they get frustrated they get more and more frustrated every single time they get reminded they they are overweight and I want to figure out what those situations are so that's what I'm doing the second paragraph I'm giving the context about what I'm trying to do here and then I'm gonna give you the task that I wanted to perform so give me a list of those real problems that she experiences on a day-to-day basis the more real and relatable the situation is the better because of course we want our situations to be relatable some people can relate to them so our audience can relate to them and say oh yeah I experienced that in my life so these guys understand what I experienced and then this guy must know what I'm feeling how to fix it that's the interesting that we want so now jump into the answer here certainly here's a number of potatoes Narrows were her way might cause discomfort or frustration number one clothing finding fashionable clothes that she likes can be a challenge as many designers and retailers do not offer a wide range of sizes when she does find clothes in her size they often aren't as flattering or stylish as she would like them to be this is a very good inside by the way like think about how many times this person has gone online tried to bite something and every single time she buys something online and then arrives at her home and she tries it on it never looks exactly as it looks on the pictures on the website it never looks like the models who are wearing those uh those pieces of clothes on the website how many times he has experience at that and how frustrated must she feels about that that's a very good one public setting places like theaters buses airplanes and restaurants may have seats are uncomfortably smaller restrictive she may feel anxious about spilling over into someone else's spaces which can make going out stressful this is another very interesting one uh if you're talking to a little bit more overweight people wouldn't say that necessarily the case here I'm not necessarily talking to someone who is extremely overweight just with someone who is not very satisfied with her current shape physical activity this is an obvious one but here's the thing activities that require physical Excursion so climbing stairs walking long distances or playing with her kids can make her feel wanted or exhausted more quickly than she expects this can be a constant reminder of hard weight and fitness level now this one is a very interesting one think about if you're selling to moms who want to lose weight you can Niche down to instead of being like Oh people in London it can be moms who want to lose weight if I'm selling to moms who want to lose weight it would be very easy for me to lead with this argument so when you live with that you have a very strong hook and a very strong case to your argument so it's a very good one to to lead with then health concerns this one is an interesting one because uh interesting enough Health concern is one of the the least important factors here majority of the people they don't take action when it comes to losing weight because of health concerns because you don't go for routine checks every single day so it's not something you're often reminded of the problem that you want to use to live with in your argument is something that people experience time and time again very often then they will get reminded of you very often whenever they experience that so it's something that has to happen on your day-to-day lives now eating public she might feel self-conscious about that and that people are judging her while she's eating out with friends or colleagues worried that they might be judging her food choices this can make social with these situations uncomfortable that's another interesting one uh Fitness classes or gems uh the idea of going to business classes or gym you can be building because you might feel out of place and embarrassed yada yada uh energy levels carrying extra weight can make her feel tired more quickly which might limit her productivity or enjoyment this is another one very commonly used to to read the argument or do you feel like your energy levels are low do you feel like you don't have enough energy to go through your day that's a good one as well well but this one this one's beautiful self-image and confidence she may often compare herself to other women she sees in Media or in person and feel dissatisfied with her appearance this can affect her self-esteem and her mood on a daily basis that's something The Experience multiple times a day how many times do you check social media in a day dozens maybe even hundreds so that's something that's very very real on their lives and you can take it even a step further if you say have you ever taken a picture with a group of friends and you feel like you're looking a little bit overweight on the picture and you're standing out from your friends because they all look in shape and you're the only one negatively standing out on the picture because you look a little bit overweight that's a moment where they realize I'm overweight majority of the problems they have those little specific moments where people realize that they are facing this problem that they are overweight in this case majority of the tops people say is when you're trying to put your Gins on and they don't fit anymore but that's something you experience every once in a while and when you see the genes don't feature anymore you just stop wearing them right now taking pictures is something that you do continuously so that's a very good one because every single time they take a picture they get reminded of that and then imagine you have that as an argument have you ever looked yourself in the in a picture and felt like you're a little bit overweight standing actively don't want to look fat on pictures anymore if you have those arguments in your copy imagine every single time this person is gonna take a picture and she says she's overweight who is she gonna think about she's gonna think about you so this is how you differentiate yourself is by really figuring out what the real problems they have the external problems they have and experience that on a day-to-day basis when you figure that out you just lead it with those problems and then your communication becomes super strong like that it's just about choosing the right problems here so then we have joint pain again this is only an extreme scenario and it's very like if you get to this scenario it's very easy to live with that because the pain is just so real and it's always there that people really need to fix and they really want to fix it but it takes a very good time to get there so majority of the people they are not gonna be in this stage yet so it's a little bit of a strategic decision you have to take here if you want to just speak to the people who are already in pain like physical pain or if you also want to speak with this people who are way way more people who are in mental pain if you will instead of physical pain and then activities requiring weight limits some activities such as zip lining horseback riding amusement park rides may have weight restrictions which can make her feel excluded embarrassed cool now I went even a step further here after that I said I want even more real scenarios like for example the self-image one it is a good one as I told you but I want to concrete examples of when that happens to her it couldn't be what she buys an outfit that looks great on someone she saw on Instagram but it looks terrible and hard in real life due to her weight another one would be when she takes a picture with friends and realizes she's the one standing out negatively among all her friends because of her white so I gave Chachi to be the example exactly as I'm giving you gave it the context and then I'm saying I want things like this and I want even more real scenarios so I'm talking to Chad GDP almost as if I'm talking to you here I'm explaining the full scenario I'm explaining what I'm thinking as I'm reading that so it can understand what my context is and what I'm trying to accomplish here and then it can refine its output based on that let's see here online shopping disappointments she sees an outfit on the model online and buys it excited for how it will look but when it arrives and she tries it on it doesn't fit right or look as good as she imagined it due to her weight this experience can lead to feelings of disappointment and frustration group photos when she's in a group photo with friends or family she might notice that she stands out because of her weight burying herself to orders in the photo can make herself conscious and unhappy with her appearance mirror reflection in public she could walk in public see her flexion Fury rooms she made dread shopping in person because trying on clothes and fitting rooms can be a distressing experience the harsh lightning the frustration of not feeding into sizes she wishes she could wear can make shopping trips emotionally exhausted I'll never think about that myself I'll never think about that myself never something I experienced so that's the perk of using chat GDP you're gonna get examples you're gonna get real life situations like this that you're never gonna come up with by yourself that's why you should use and that's why it's so good to take advantage of the world's most powerful brain to get the work done for you data is a relationship if she's dating she might feel anxious about what her date thinks of her body she could worry about things like whether she can comfortably sit in a booth or the restaurant or if her day will be turned off when they hug or if they lead some more intimate moments makes a lot of sense as well social Gatherings at the Beacher pool public transport during peak hours workplace cheers bending over crunching down physical intimacy so all of those are very very good fears and frustrations we can tap on in real scenarios of when those problems manifest themselves and we can use that to lead our communication those are the problems we need to use in order to hook people in order to get your attention and get there and get them interested in what we have to say and then lastly what I did here is I asked JDP to come up with a list of fears and frustrations which is the entire end goal of this module is to come up with a list of freezing frustrations that's the exercise here so whatever you're doing for your specific Niche it could be the same Niche you're doing on phase one do this as well go through this process of talking to chat GDP and then the end goal here is for you to come up with a list of fears and frustrations that this person has and releasing the rights from her in this case overweight problems in your case gonna be from VR problems they face of course now now I wanted to create a list of fears and frustrations for this person that relates their lives from her overweight problems sure here's the list fear of judgment she might fear being judged or stigmatized by ours because of her weight this could extend to Everyday situations like eating the public or going to the gym or more intimate situations like dating or physical intimacy uh she might be afraid of developing weight related health conditions yada yada such as diabetes or joint problems fear of rejection that's a good one whether it's in personal relationships or professional situations she might feel fear of rejection based on her weight this can manifest as anxiety about dating job interviews social Gatherings Etc frustration with clothing she might feel frustrated by the lack of fashionable and comfortable clothing options available for her size shopping can become a source of stress rather than enjoyment that's a very good hook as well is shopping a rather of stress rather than enjoyment for you it's very good hood for an ad where for nimeo for example and then frustration with weight loss attempts she might be frustrated with her and success successful with them to lose weight it's a very real one pretty much every single person who wants to lose weight have tried to lose weight before it has failed at so it's a very good one to lead with as well and say that's why every single time you try to lose weight you weren't successful with it is because of that and then by using this argument you're implying that you know that people have tried to lose weight before and they have failed to do so and they go oh this guy really understands what I'm going through so he must know what he's talking about and he must have a solution for me this is what I mean when I said that being a copywriter is about understanding people's problem better than they understand the problem themselves it's exactly this is when you use those little elements in your arguments they're going to realize that they're going to realize you will understand their problem better than Southwest and then that's when you get the visceral desire fear of missing out she might fear missing out on activities or experiences because of her weight such a certain physical activities travel experiences or social events that's a very good one one of the most power powerful emotional triggers in marketing is scarcity and the scarcity is directly related to fear of missing out so whenever you have fear of missing out in your promotion in your mail in your advertising it works extremely well it works so much better than when you don't have it because you're tapping on that emotional trigger which is scarcity now frustration with social expectations fear of not being taken seriously this is a very good one as well she might fear that people would want to take her skills talents or thoughts seriously because of her weight this can affect her confidence in professional or personal settings that's a very very interesting one as well imagine having an ad that just goes do you feel like you're not taken seriously on your work because of your weight and a lot of people are gonna go I actually feel that and no one has ever mentioned that to me before so that's a very good way of grabbing their attention all these hooks you're very very good because they're real problems and real frustrations and then lastly fear of future Wiggins definitely a real one but not as strong as they are ones I would say now basically what you have to do here is this have this conversation with JDP figure out this list of around 10 real frustrations and problems that your target market has and we are gonna use those later on to write your copy and we're gonna use those on the next module in order to figure out their real problems and go layers deep into those problems and then we're gonna really figure out how to communicate to those people on an emotional level that's what we're gonna cover on the next module of this phase I'll see you there