good evening everyone I hope all of you are doing good my name is bavana and today we are going to continue with our copyrighting session two so first please let me know if you can see my screen yes ma'am yes we can yes ma'am okay perfect perfect thank you so in the last class we ended with target audience right and today we are going to learn about audience Persona so do you know what audience Persona is ma'am audience audience the relevant information that we can obtain from the relevant information that we can obtain from them means audience uh anyone else ma'am audience Persona is I mean I know I can see the definition on the screen still I'm not going to come up going to just repeat that I'll come up with whatever I've understood in the previous class I think yeah yeah thank you so much I think AUD Persona what I remember from last the read it in the last previous class it was that basic it's the basic details of the audience of your like whatever your audience of your blog or your product or company what it is the basic details of your audience who you are targeting their demographic or their age their taste absolutely absolutely correct so of course audience Persona is all about our imag ination because it is not practically possible that we go to every single person in the world and we ask their name their education qualification their interest etc etc so for audience Persona we need to create a fictional character in our mind okay so first let me make you understand what audience Persona is an audience Persona is a detailed description of a fictional character that represents your ideal audience it helps us understand who we are creating content for allowing us to tailor our messages and strategies to meet their needs so basically when we say audience persona it's all about our imagination we are going to create a fictional character in our mind and we are going to write everything about that character what is the age of that character and what is the interest of that character the background that educational background what is the height Etc everything so basically when we say audience persona it's all about our imagination we are going to create a fictional character a character of our imagination okay now before I give you an example of it let us learn about importance of audience Persona audience Persona helps copywriters create more targeted and effective content by understanding the specific needs preferences and pain points of their ideal customers so an audience Persona is a detailed description of a fictional person who represents the target audience for a product or service the Persona helps us to understand the audien's needs audien's desires and their pain points so that we can create messages that resonate with them so it's like stepping into the shoes of the people who are more likely to buy your product or service um okay creating an audience Persona to create an audience Persona gather demographic information and all the other things like Behavior interest characters everything now we are going to do one activity here our product here is again cbury chocolate our product here is again cbury chocolate Cadbury's target audience so Cadbury is a globally recognized brand and its product appeals to a wide audience but for creating an effective marketing strategy we need to narrow it down and focus on specific groups absolutely we know our target audience is young adults for the tar for the cadburry chocolate and now I going to create an audience Persona I'm going to think about a character and here is an audience Persona guys now this is my imagination this is my fictional character her name is Ana her age is 25 years old she's 25 years old her occupation is marketing professional now this is my imagination only I have created this in my mind and now I'm writing this name is Ana age is 25 her occupation is marketing professional she's marketing professional location is urban Mumbai income is mid to high level okay now her interest is Ania loves socializing with friends enjoys trying new cafes and has a sweet TR she follows influencers on Instagram who share lifestyle tips and she enjoys gifting chocolates during festivals or special occasions now this is my imagination in my imagination Ana Ana's interests are these she loves socializing with friends maybe your imagination is something different maybe in your imagination your character's name is Rohit and he lives in maybe Canada and his occupation is he is a business person his interest is something else so you can create anything as per your understanding this is your imagination your character everything is yours imagination now in my imagination these are the Ana's interests now motivations regarding my product my product is Cadbury chocolate right now let's see Ana sees Cadbury chocolates as a simple yet thoughtful gift to show appreciation or affection to her friends and family it's affordable and delicious which makes it the perfect option for festivals like Diwali or Valentine's Day she often buys it as a quick treat after work again this is my imagination now what are her pain points what are Ana's pain points now I'm going to think I'm going to imagine whatever I'm liking this time because audience Persona is all about my imagination now what are her pain points while Ana loves chocolate she sometimes worries about calorie intake she is also looking for options that fit her busy health conscious lifestyle and the marketing message as per cadburry chocolate for Ana Cadbury could focus on promoting their chocolate as a guilt-free Indulgence offering potion controlled options or chocolates with less sugar they could also position Cadbury as the goto fit for special occasion using the tagline spread the sweetness to emphasize the emotional connection now this is the audience Persona I have created this Persona I named the person Ana okay whatever now according to this audience Persona I am going to write my marketing copy how it works let's see I have created this this is all my imagination now here is the marketing copy and we all know there are three SE heading body and call to action okay now the heading is because every moment deserves sweetness how I could created this because I know Ana's interests see Ana loves socializing with friends enjoy trying new cafes and has a sweet too she follows influencers on Instagram who shares lifestyle tips and she enjoys gifting chocolates during festivals or special occasions and see the headline because every movement deserves sweetness so just by targeting this one person only an I am writing this marketing copy for Ana only whenever you write any marketing copy write only for one person only for one person right now I am writing this marketing copy for Ana which is a fictional character okay so I am just writing for an now as per her interest I have given this heading because every movement deserves sweetness now let's see the body in the middle of your busy life do not forget to pause and embrace the movements that matter whether it's a small victory a shared love with friends or a Qui reflection at the end of the day cbury is there to make the make these movements even sweeter it's more than just chocolate it's a way to celebrate life's little Joys and remind yourself that you are worth every bite of Happiness based on her interest based on her motivations her pain points and her marketing message we have created this marketing copy in the middle of our business should be because one second yes Ana sees cadburry chocolate is a simple yet thoughtful gift to show appreciation or affection as to her family and friends and whatever she loves to gift so here we have um this one whether it's a small victory a shared love with friends or or a quiet reflection at the of the day Cur is there to make these movements even sweeter because we know her pain points because we know her interest that's why we are able to create this targeted marketing copy and what is the call to action unwrap the joy of life with cbury because you deserve it one of the best call to actions example unwrap the joy of the life with catb because you deserve it so when you create an audience persona create an audience Persona create the product feature and benefit table and you are done with your marketing copy okay because when you create an audience Persona you already know the interest motivation pain points and now you just have to create the marketing copy based on those interest only do not go here and there just focus on that one person I am giving you one activity here guys now I have one more audience Persona here and okay again this is my imagination I have given the name Arjun okay Arjun is 35 years old his occupation is he's an IT professional he lives in bangaluru then his income is mid to high level now interest Arjun is a busy professional with kids of course he's married right he has a kid Arjun is a busy professional with kids he enjoys spending time with his family watch guys listen carefully okay he enjoys spending time with his family watching movies and relaxing on weekends he often buys snacks and treats for his children who love Cadbury chocolates by reading his interest we can understand that he is a family man he's a family person he has kids he enjoys spending time with his family watching movies and relaxing on weekends he often buys snacks and treats for his children who loves cadburry chocolates now motivation for Arjun Cadbury is not just a treat for himself but something he buys for his kids as a reward or to celebrate family movements he wants his children to enjoy chocolates that are trusted and loved for Generations then paino it is very important Arjun worries about the quality of ingredients in the snacks he buys for his children he wants to be sure that products are safe and nutritious without compromising on taste okay now what marketing message you would like to give to Arjun for Arjun cadburry can highlight the purity of ingredients and focus on how it's a brand trusted by families for Generation using messaging like a sweet movement of every family occasion would appeal to him now this is my audience Persona and guys trust me this is really very interesting when you create your own audience persona it is very interesting just write anything it could be anything the person could be anything the interest could be anything U the motivation could be anything the pain Point could be anything it's your choice it's your imagination your character everything is yours okay now this time I I am giving you this audience Persona and we know heading body and struct oh sorry call to action one second give me heading and I heading based on this audience Persona where it is this one read this again and give me one I catchy heading ma'am it can it be Purity with every uh uh Munch something like that yeah give it up make it more interesting yeah um add joy to all your family Ms share Sweet Moments Of Joy pass on healthy of in the forms of Cubes uh cadar the family moment we confident B good one uh but because add sness to relations good one because relationship is very important because by by reading this audience Persona I can understand that he's a family person so know leverage this point because you know what is the pain Point Family movements treats for sweet movements good one shivas necessary for uh family movements after a busy day good one celebrate every day with Cadbury good one Trisha man saying healthy and sweet movements is good but it's very simple and it is not eye catchy feel to celebrate by cbury uh pra by cbury is a call to action so you can include this line in the call to action part okay no no Trisha do not include brand name here because we know when we write a marketing copy we are not going to know mention the features we are going to mention the benefits or how it is useful to the person okay enjoy with good taste um MIP no of course chocolates are tasty but the point is something else here okay guys let me show you here for the moments they will remember forever isn't it it interesting for the moments they'll remember forever good one Usha joy and happiness with every bite make your children Day by giving a delightful Taste of our CB s when you write a heading now so do not use R in the heading part do not use R otherwise good spread love with sweetness okay now guys let's see here pleasure is sweet taste with love good one okay for the MS they will remember forever so the point of creating this audience Persona is focus on the pain point and then create a headline and we know what is the pain Point here read this again arj worries about the quality of ingredients in the snack he wants to buy something okay and you can create uh you can create the headline based on this maybe the quality they are using or the ingredients and of course for the interest and motivation also in this one they are targeting the interest or the motivation for the movements they'll remember forever and the body in the rush of everyday life it's the small heartfelt movements with your family that leave the greatest mark make it personalized right like you are speaking with someone okay do not like write like you are selling something no of course you are writing a marketing copy but when you write any marketing copy focus on personalization do not write like you're marketing or you selling something no in the rush of everyday life it's the small heartfelt movements with your family that leave the greatest Mark a shared laugh a comfortable hug a chocolate after a long day these are the memories your children will hold on to cat brings families closer with every bite adding a little sweetness to the movements that mean most isn't it interesting right right or wrong yes ma'am correct yes ma'am let me read this again for you in the rush of everyday life it's the small heartfelt movements with your family that leave the greatest Mark a shared laugh a comfortable hug a chocolate after a long day think deeper these are the memories your children will hold on to Cadbury brings families closer with every bite adding a little sweetness to the movements that mean the most you have to place SM you know add emotions in your marketing copy so that the person can feel connected okay and then call to action make the movements that matter Unforgettable with Cadbury okay make the movements that matter Unforgettable with catb so this is why audience Persona is important because when you create a audience Persona you are writing just for one person okay and in this way the person who are having the same qualities same interest same know occupations they are also targeted here but always remember audience Persona is really very important and it's very interesting you can create anything it's your imagination okay all clear about audience Persona excuse me Madam I want to ask you one question can what is the purpose of this marketing copy where where are we going to use it okay whenever you see any kind of ad on television or maybe your Instagram maybe be on Google all of them are marketing copy so B goog advertisements mean advertis ad I see the marketing cies come under what heading actually in for example in the social platforms or whatever it may be what what is the form of its appearance maybe advertisement like can we can you please show me one of the Practical usages of this Market marketing copy in uh in okay okay so let me ask you one question yeah nowadays there is a ad going on about a song app a lemon app have you seen this lemon okay how many of you are aware of that ad lemon you mean no the app's name is something lemon I don't remember the exact name of that but let me check one second huh okay e I'm not able to find this okay let me explain you this so every time you see an ad on television all of the ads are marketing copy so a a copywriter first write a script for them and the the copywriter gives the script to the team and then the team read that script and they create a video around so being a copywriter you just have to write a script a marketing copy okay and then give it to the concerned uh people yeah give it to the concerned people who are into the marketing team maybe they create videos or something like this okay okay thank you I'm so sorry I'm not able to find that ad which is a very good ad very good example of that but I don't know I I don't remember the exact name okay it's okay I understand now okay um where I was and oh sorry what's your name who asked me the question B thas okay so this is again one of the best examples the cadburry chocolate one every time you see an ad on television they are not they are not you know directly asking us to buy the chocolate that I am asking I am asking you about the practicability usage of this one after writing it what is to be done with this marketing op and who is it is to be handed over to whom or how is it going to appear for in the in the screen and all those things I wanted to no any you convinced me like that okay oh okay okay so being a copywriter you just have to write a script and you just give to the team and they will do the rest and they will do the rest okay okay thank you yeah okay um okay guys any questions regarding the audience Persona uh yes ma'am AUD Persona has to be written under under same headings or we can change these points or uh there are always these same headings in b you have same headings as in as if uh the the marketing message the pain points you have written in some of the headings no do we have to keep similar subheads that you have shown or we can add the the criteria for writing in audient Persona you have written you can you can change it mean we can change the points for this yes you can change you can change there are these points interest motivation pain points so this these headings have has to be same all the time or uh can be changed see uh interest should be there pain point should be there so these two two things so very important so this is not that required this is not that required because we know what our our motive to you know sell I think there are different types of persona because we had an assignment wherein we had the different headings and points to fill up yes I think there are different types of persona for different purpos for different purpose yes for copyrighting these points are enough yeah okay ma'am thank you for article writing another person is there believe that yes and one second excuse me m'am I have a doubt like based on fictional character we create audience Persona right but how it happens that we are focusing on specific demography so here is a know here is a demographic guide first is personal details maybe she's male female married you can you have to write this then demographics there are age gender education and income okay in the demographic section and then career background you can include that career goals personal interest you can include these are all the basic things that you can include in your audience Persona then it will be very easier for you to create a marketing copy I will share this with you okay m' thank you okay any other question excuse me ma'am yes um ma'am as you gave the example of cbury so even in Cadbury advertisements there are different different you know target audience so do to audience Persona change for the same brand like a lot of brands have this different audience person persona according to the script one one thing that when you work with any company maybe you are working with the cadburry chocolate company okay so you have a social media handle okay right and you have to post uh around every two to three days so you have to create a different audience Persona then post one uh maybe one create a one one add copy for social media then one add add copy for LinkedIn then one add add copy for another social media platform and it's a regular process it's not just that you create one audience Persona create one ad copy and you are done no um and and let's say for an instance even though we are trying it again and again and creating other than the brand like a self brand kind of a thing so and if it's not showing you know the number of views that is required so then what number of views that are required that is something else which which should okay cover the um social media class yeah how to increase your traffic okay okay thank you it's a different subject okay right now we are just understanding how to create a marketing copy you will learn how to increase the traffic okay okay okay uh are you asking something yes ma'am answer to the side yeah you can ask uh ma'am can you please repeat the once again what is audience Persona audience Persona is basically create one imaginative character in your mind and write down his age his occupation the person's interest or maybe what is where the person live etc etc and based on his interest based on your character's uh pain points then create a marketing P because always write for one person when you write for one person you you will be able to create an excellent marketing copy which is more personalized and which is more emotional okay this is why for us sorry how it can be beneficial for us how it can be beneficial for us it will be beneficial for you to create an emotional marketing copy which can uh lead to your target audience very easily and they will buy your product or Services I have a question yes yes you can ask yeah I just wanted know before creating a customer Persona do we need to research the demography and psychography because I think I need it's all your imagination okay we don't need to do any research no you don't need to do any research just create any any Persona okay fine okay okay it's very simple just create any audience Persona and write a marketing copy okay okay okay any other question guys regarding audience Persona I'll answer that mam if you conduct an interview it will be better for it will be more realistic no M for this Persona consider a person who is who enjoys it enjoys chocolate for example or cbes and ask just take an interview with you what are the why do you like it what are the problems with what is anxiety all if if you do like that it be more realistic now than to imagine something like that I think for me more realistic approach interviews are better and if you are not able to get any person for interview then only we can imagine anything think I think it will be more realistic in their sense you can do that as well but when it comes to persona it's all about your imagination so you you do not confuse yourself you just create your own Persona MH your own Persona that will be more beneficial when you do now when you be doing that then you will understand why isimportant every time you cannot go to any person and ask them their queries and what are interest and all okay excuse me Mom okay yes about this P Persona does it always work for the copywriting thing or also for the article for article you generally don't need an audience Persona you don't have to create an audience Persona every time it's just for copyrighting for article writing only one Persona is enough so does that have to be fictional or can it be like realistic researched that will be realistic because copyrighting is something while writing the copy so see there is a difference between article writing and copyright article writing is generally a guide where we guide the person and in copyrighting we are selling our product so this is this is why audience Persona is important here only we are going to uh you know make them take a specific action and in article writing we are just going to guide them whatever whatever their queries are and we are going to write an article and we are solving their problem we are not selling our product or Services while writing an article and while writing a marketing copy we are selling our product so in this way it is important to create an emotional connection this is why creating this audience person is important in article writing emotional connection is not important but writing an article writing audience person has to be like well researched about a real person and this can be fictional in article writing you are not going to create an audience Persona I will teach you in the article writing session only do not confuse yourself just focus on the copy writing when otherwise you will get confused there is a separate session on article writing okay okay okay guys now I think this one is completed moving ahead now how do write like yeah you can ask sorry for the interruption I have one doubt how can one ensure that an audience person is well constructed it is not important it is your imagination only only your imagination okay okay only your imagination yeah sure okay so I will give you an activity after the class you will have to complete that and then everything will be clear to U is important because when you'll be creating your persona now then you'll be able to understand and then if you'll be having any doubt you can reach out to me I'll help it is just like the audience Persona we have done in the uh earlier class ma'am I think so the these both are equally same that was General and this is targeted for copyrighting only only for copyrighting just focus on copy a little bit difference otherwise yeah' little bit okay okay so by developing audience Persona like we have created for an and Arjun in this one we have created two um audience persona for Ana and Arjun so by De developing audience persona for these two cbury can tailor its messaging uh to speak directly to different customers needs the ads that work for someone like Ana which is she is a young professional looking for quick treats may not resonate with Arjun a family man by yeah sorry ma'am sorry for Interruption but ma'am I want to ask uh we will create this Persona on the basis of the requirement of the company what they uh for what age group or what uh what kind of people they want to create an ad is it see for example one second one second uh this is the same audience Persona Ana 25 years old marketing professional she loves in Mumbai uh not loves in but lives in Mumbai mid to high level then an loves socializing with friends enjoy trying new cafes and has a sweet tooth she follows influencers on Instagram who share lifestyle tips and she enjoys gifting chocolates during festivals or special occasions this is the interest and you are going to sell her a backpack okay same audience Persona now you're are going to sell her a back if you are working with a company the company sells backpacks now can you write a body a marketing copy one sentence for this based on this interest can you write no ma'am no you can ma'am uh then how is will it be relatable with that back path company I want you to try uh ma'am is an loves traveling if that is then we can create a uh backpack the copyright she loves traveling and carry her uh Essentials of course you can create that okay yes J you are absolutely right ma'am I think it is just like in your family member of of one family member that you are doing everything around them around like uh he or she you are just creating the thing around him so just think about him like what he's like and what he doesn't like so I think audience Persona is like excuse me ma'am I think J has put across a right point I think we can have a question and answer session after the class yes class is getting delayed absolutely should if you have any other questions you can ask me after the class okay moving ahead how to write like you speak for ultimate persuasion of course you being a copywriter your purpose is to sell your product and services and when it comes to selling our product and services we are not going to mention our products features but how my product is going to help my customer okay writing like you speak is a powerful technique in copyrighting that makes your content more relatable engaging and persuasive this comprehensive guide will explore effective strategies to help you master this style and ele elevate your copyrighting skills one second okay whenever you write a marketing copy we already know this we have to write like we are speaking with somebody here are few points writing like you speak now how to make it possible number first is always write for one person we just have covered this that we have to write only for one person and when we create an audience Persona it will be possible first create an audience Persona as per your understanding as per your imagination just create an audience Persona and write for one person here is an example our software helps businesses streamline their workflow what is the difference here our software helps businesses now in this sentence we are not targeting any one person we are not writing for one person but we are writing for businesses which is wrong always right for one person you are going to love how our software makes your day is here in this line we are writing for one person only your day is here okay so first point is always write for one person when you write as if we are speaking to one person it creates a more intimate and personal tone so instead of addressing a group or imagine you are having a one-on-one conversation with someone this may the reader feel like you are understanding their specific needs and are speaking directly to them okay second point is use Simple language when I say simple language simple language means avoiding fancy words or maybe technical jargons that might confuse or you know confuse the reader so the goal is to communicate clearly and concisely writing like here let's see our revolutionary platform facilitates seamless of course these are power words but these are twoo technical for a person who doesn't understand this fancy words are revolutionary platform facilitate seamless it is not at all marketing copy or it is not the personalized one because by reading this I not able to understand how it is going to help me and the language is very heavy but okay let me read this our revolutionary platform Sim integration of Cutting Edge tools for optimal productivity but I read this our platform helps you use the best tools to get more done I'm not saying that do not use um power words use power words but do not use too much power words use power words but keep your marketing copy simple and understandable to the person who doesn't understand those power words okay this is true use Simple language third one is ask questions one of the best techniques for marketing c one of the best techniques ask questions questions are a great way to invite your reader into the conversation they maybe if you are using questions they make the reader stop and think drawing them deeper into the text so for an example this is the without a question one our app helps you organize your task and this is with a question tired of feeling overwhelmed what if you could organize your task in just a few place you can start with question which is very interesting and it can grab the attention of the reader okay moving ahead use short sentences this is a long one by implementing our software you will be able to reduce the uh time spent on manual processes streamline your workflow and increase overall productivity which will ultimately lead to higher profitability but what we can do here we can break down the sentences into different sentences let's see our software helps you save time then full stop no more manual tasks full stop then you'll streamline your workflow and get more done that means more profit for you use short sentences why it is important guys short sentences mirror how we speak in everyday conversation because we know uh while writing a marketing copy we have to write like we are speaking with someone so when we use short sentences we are mirroring like that we are speaking in a everyday conversation so we rarely speak in Long complex sentences in everyday life right so using shorter on in writing makes your message feel more natural and they also break down information into easy to digest junks correct so use short sentences next one is use contractions exactly lenina customers hardly give 8 seconds to read the short good one use contractions what are contractions see instead of writing you are use contractions like you are okay right like this you are okay these are the contractions without contraction you are going to find that our product will make your life easier it is designed to save your time and effort and the difference here is instead of you you are right you are okay instead of it is use its these are contractions so use contraction and then read it loud again this is important why I have listed this here read it loud is after writing once you done with your marketing copy read it loud to check if it sounds natural and conversational read it loud and then you will check you will be able to understand if it is looking natural or not so you can change it after that if you're not finding natural or conversation or emotional okay these steps how to write like you speak for ultimate persuasion number one is uh where is it one second I'm not able to move my PP okay number one is always write for one person use Simple language ask questions use short sentences use contractions and read loud okay after that feel okay no feel and do what is this no feel and do the secret to creating a winning plan the no feel and do is the exact secret to creating a winning plan can you tell me what this no feel and do is are you guys I think uh no means whatever information you have about that uh product uh feel is how you are emotionally connecting with with the customer and how you are connect that feeling with the product features and do is how you are going to construct the whole uh uh whole content okay let me tell you so when it comes to know feel and do is know is what you want your audience to know about your product or service or your company's product or service feel is what you want your audience to feel about your product or service or your company's product or service where you are working with and do is what you want your audience to do with your product or service or by after reading your marketing copy what your what you want your audience to do okay now the no feel do framework is a powerful strategy for guiding your audience through the process of perservation it helps you structure your message in a way that influences what the reader knows how they feel and what they are motivated to do after reading your copy this approach ensures that your copyrighting isn't just informative but also emotionally engaging and actionable let's see one example here is an example suppose you are writing a marketing copy for a task management app you work with a company and they have their task management app and that company and you are working there as a copywriter or a Content writer and the company wants you to write a marketing copy for this app task management app okay so first think about what you want your audience to know about the task management app then what you want your audience to feel about the product and then what you want your audience to do about this okay now let's see the know feel and do our app helps you organize all your tasks in one place you can set deadlines track progress and collaborate with your team effortlessly whether you are juggling work projects or post errands you will have everything you need in one simple dashb now you know what you want your audience to know after that think about what you want your audience to feel now Focus here on the pain Point life can get overwhelming we know how frustrating it is when you are bued under too list with no clear plan with our app you can finally take control of your schedule imagine starting your day with a clear road map no more Miss deadlines no more Chows just a sense of calm knowing you have got everything handled this is what you want your audience to feel okay here you are adding an emotional touch you are playing emotionally there you are adding emotions here okay because if someone is looking for task management app and that person is not able to meet the deadlines correct so here we have listed this with our app you can finally take control of your schedule imagine starting your day with a clear road map no missed deadlines no more sh just a sense of calm knowing you have got everything hand this is what you want your audience to feel like and then do the call to action want to feel in control start using our app today and organize your life in minutes sign up now it's free for 30 days with no obligations take the first step toward a stress-free productive life got it first think about what you want your audience to know about your product then feel how you want them to feel and then do the call to action Now understand what is this no feel and do formula yes ma'am yes okay why the no field do framework is effective why it is effective the framework provides a clear and logical progression for your message because when you are thinking about the know that what you want your audience to know what you want your audience to feel and do you are creating a logical progression the framework provides a clear and logical progression for your message making it easy for reader to follow and understand then second is clear objectives now here everything is clear by defining what you want your audience to feel know and do you establish clear objectives of your copy ensuring that every element contributes to your overall goal goal then engagement of course by addressing both the logic and emotional aspects of persuasion now in the uh no part the logic is there and in the feel part the emotion is there so addressing both the logical and emotional aspects of persuasion the framework helps you create copy that resonates with your audience on a deeper level and action oriented the framework emphasizes a clear call to action prompting readers to take the desired Next Step okay so this is why this formula is very important when it comes okay so guys copyrighting is all about psychology you are playing uh with a psychological terms so it's all about psychology how you are going to create an emotional impact while writing a marketing copy so play with emotions focus on the pain points okay then next is call to action how to craft an effective call to action because call to action is something which is a uh major part of the marketing copy because if your call to action is not that effective the buyer will not buy your product or service creating an call to action or an effective call to action is crucial in copyrighting because it directs the reader on what to do next and encourages them to take actions um here are a few points that we need to understand to craft a effective call to action first of all is be direct and use active language what is active active language so when it comes to call to action call to action should be straightforward and clear do not try to you know confuse the reader call to action should be straightforward and clear use action verbs that create a sense of urgency or maybe um the guide the reader that directly okay let's see an example instead of you might want to consider signing up for our newsletter be straightforward subscribe to our newsletter now okay this is not straightforward in this one you might want to consider signing up for a newsletter no this is wrong then you're writing a call to action be clear and write straightforward like subscribe to our newsletter Now by now something like this be interesting a compelling or an interesting call to action should you know Peak the reader interest so use inging phrases that spark curiosity or excitement excitement is important so instead of learn more about our services create interest discover the secret to effortless meal prep you can use this this is interesting and intriguing discover the secrets to effortless meal prep then third is use power words of course we know power words are important um these are emotionally charged words so you can use power words or maybe we can say emotionally charged words that evoke strong feelings or reactions so and incorporating them into the CTA to make it more persuasive for an example instead of click here for a free trial use power word unlock unlock is a power word unlock your free trial today okay first is be direct straightforward be interesting use power words next is hint at urgency create urgency ask them to buy now now is very important because it creates urgency so creating a sense of urgency can you know prompt readers to take actions quickly this can be done by incorporating time sensitive phrases that that encourages immediate response for example instead of join our webinar no create urgency register now only a few spots left create urgency and then remove risk sometimes what happens okay you always have to assure the reader that there is a little or no risk sometimes we you know hesitate to sign up for any Services sometimes we have a uh fear of losing our money or something so make sure and assure the reader that there is no risk and U this can be done by highlighting guarantee so provide guarantee and maybe free trials or you can say or easy cancellation policies you can include so instead of sign up for our membership you can write like try our membership risk free for 30 days make sure you're removing risk because sometimes people are not very comfortable with these things for signing up any new service okay these are the very easy and Five Points to create an effective call to action clear guys yes Lena m' I was asking if we are using the word try wouldn't it be confusing for the audience uh how it can be confusing uh like earlier we have used the word like register now or buy now but we are mentioning try so trial is like kind of not the proper prompt it uh let me clarify these are based on different purposes so here is a membership so if you are working with any gym or maybe any kind of other service that provide membership and there are different typ types of product and services maybe you're working with a skin care company maybe you're working with education company that they sell any kind of courses or maybe they sell any kind of you know tools or marketing strategies they an agency or maybe they are selling any cars the purpose is different so based on the purpose and the motive you can create these words all right thank you okay similarly if you are if you are working with any skincare brand you are not uh you know you're not going to write like try our membership because you do not any members yes ma'am I want to ask M the agency which is hiring a copywriter that will uh that will tell that the that membership is free for 30 days or we have to write it from our side no it's based upon the services they are providing yeah correct actual act it is actual process yeah okay is actual process okay okay so these are the techniques you can use let me read it again be direct and use active language be interesting use power words uh hint at urgency and remove risk and guys maybe you're working with any company every time you need to create a different marketing copy with something different uh idea so you can use one by one uh at one marketing uh call to action you can use this one then another for this one another for this one like this like this because copywriter creates marketing copy every single day so you need to use them here are the two important formulas very important the last topic and very important formulas for Effective marketing copy there are two major formulas that a lot of copywriters use to create an effective marketing copy one is pass formula and second is AA formula what is pass problem agitate solution P stands for problem a stands for for agitate and S stands for solution so when we write any marketing copy we have to follow any of these two formulas maybe fast or maybe Ida let's know about them one by first problem then agitate then solution start by identifying a specific problem that your target audience is experiencing so when you write any marketing copy first focus on the problem and then write down everything that how they are going to solve this like start byid the problem this draws them in and makes them aware that you understand their pain points after writing about the problems focus on agitate when I say agitate uh uh you know stretch the problem in this point you are going to stretch the problem in this one you are writing the problem in this one you are stretching the problem or agitating the problem I'll show you one example this step involves elaborating on the problem to emphasize its impact making it more emotionally charged this can include describing the consequences of the problem or the frustration it causes so in this one first line we are writing the problem in the second line we are elaborating the problem so that the person can be emotionally charged and the third one solution finally present your product or service as the solution to the problem you have just discussed highlight how it elevates the pain points and provides relief let me show you an example here is a marketing copy or an add copy using the pass formula okay are you tired of spending ours meanss preparing every week this is the problem in the first line problem and then agitate in the agitate part we are going to elaborate the problem and then we will go to solution are you tired of spending our meal uh preparing every week this is the problem and now we are going to elaborate the problem imagine coming home after a long day only to find yourself staring at a kitchen full of ingredients and no idea what to cook this sorry the stress of figuring out dinner can leave you feeling exhausted and overwhel this is the problem and this is the agitation part here we are elaborating the problem this is the problem of many people they don't have time for you know cooking let me read read it again for you guys are you tired of spending our meal preparing every week this is the problem now we are going to elaborate the problem imagine coming home after a long day only to find yourself starting a staring at a kitchen full of ingredients and no no idea what to cook the stress of figuring out dinner can leave you feeling exhausted and overwhelmed after the problem after the agitation then solution then I'll give you solution with our meal delivery services of course you writing an ad copy for a meal delivery service company with our meal delivery service you can enjoy fresh Chef prepared meals delivered right to your door giving you back the time and energy you deserve this is the add copy using the past Formula First write the problem and then elaborate the problem in the agitate part and then give the solution are you able to find the pass sorry problem agitation and the solution part this one is problem this one is agitation elaborating and this one is solution yes this one using the pass formula second is AA formula attention interest desire and action okay let's read in the attention part capture the audience attention with a strong hook this could be a bold statement an interesting fact or a question that resonates with them so in the attention part we are going to create an ey catchy head with the Bold statement okay this is one in the interest part after creating an strong hook a strong heading the interest part comes once you have their attention you grab their attention generate interest by presenting relevant information about your product or service okay highlight its features or benefits that align with your audience needs first attention grab the ATT with a uh I catchy headline with a strong hook then interest part comes here you are going to elaborate about the benefits of your product or Services okay after elaborating about your product or service or benefits desire comes now create a strong desire for your product by emphasizing how it solves their problem or improves their lives use emotional language and appeal to their aspiration in this part we are going to create a strong desire by making them understand how my product is going to solve their problem and then action end with a clear call to action that encourages the reader to take the next step whether it's signing up making a purchase or getting in touch simple attention interest desire and action let's take an example first is attention ready to transform your dinner routine forever again this is for the uh meal delivery service guys this is the attention part ready to transform your dinner routine forever okay and I caty heading after that interest what are the benefits our meal delivery service offers a variety of Chef prepared meals made with Organic ingredients tailor to fit your dietary preference this is the interest part which is about uh knowing them about a features or benefits okay after that desire now we are going to create a strong desire for them imagine coming home to a delicious healthy meal waiting for you no cooking no cleanup just pure satisfaction after a busy day now here we are creating a desire strong desire and then call to action sign up today and enjoy your first week free experience the convenience of stressfree meanss are you able to find the what is this attention interest desire and the action part attention then please repeat the action I mean the desired part okay in this part see when we say desire create a strong desire for your product by emphasizing how it solves the problem so in this part we are going to write how my product is going to solve your problem the solution part the stress of figuring out dinner can leave you feeling exhaust sorry not this one with our meal delivery service you can enjoy fresh Chef prepared meals delivered right to your door giving you back the time and energy you deserve okay oh the call to action sorry guys both are same I guess solution and the call to action I am confused I'm reading the past one sorry little confused let me read this again imagine coming home to a delicious healthy meal waiting for you uh this one whosoever is asking me the question for the desire one imagine coming home to a delicious healthy meal waiting for you no cooking no cleanup just pure satisfaction after a busy day and this is the sign up uh the call to action part sign up today and enjoy your first week free now guys we are giving them the uh you know satisfaction and there is no risk so you can use this sign up today and enjoy your first week free experience the convenience of stressfree meals this is I caty an interesting a good call to action experience the convenience of stress free meals uh guys are you clear about these formulas the pass formula and Ida formula maybe you're writing an ad copy maybe you're writing uh any social media post or a copyrighting post you can use both the formulas for both of them let me show you for the social media post the idea one one second I this one in this one I have uh this one this is an ad for men this is the attention part so by reading this this is grabbing my attention this is an ad for men okay We are following the Ida formula after this hire more women in deeper role uh in leadership roles we are all worth it this is the interest one so it is generating the interest and then when it comes to social media post ma'am it isn't it a agitate part this second line which is PR agitate in the agitate part uh in this one we actually elaborate the problem so this is not the problem in the agitate part now we actually elaborate the problem this involves elaborating on the problem to emphasize its impact making it more emotionally charged this can include describing the consequences of the problem so this is not the consequences in the agitate part we actually elaborate about the problem where is the post and this is this is not the problem we are not elaborating the problem here hire more women in leadership roles we are all worth it so this is interest okay and when it comes to social media post images works wonderers so here we are not writing anything but in uh in place of Desire we created this image okay and then call to action which I'm not able to read so when you are creating any social media post you can use images also or any U infographic and you if you're writing uh you can write also and if you're writing any Banner Ed then you have to write they are following AA formula attention this is I catchy then interest then desire and then call to action okay uh any questions guys about AA and pass formula uh Trisha U uh it depends on the company's needs so if you're writing a banner at so Banner at one second I have one one second this one so for banner ads you need to complete your ad so that it can be completed in this Frame okay if you're writing any Banner ad just complete your ad copy so that it can be aligned in this box and of course if you're writing any script for a video and video video two long videos are also not very good because because people do not uh you know wait for that much time they just scroll down so one to 2 Minutes video is not it's too much one minute video so you have to create a script so that it can be completed in 1 minute only or maybe it's company's preference okay Trisha okay any questions regarding the ion pass formula no okay guys all of you are clear I want answers all clear about Ian pass formula let me repe this for you yes ma'am okay in the pass one first you write the problem then you elaborate the problem and write about the consequences like in this one uh these are the consequences like imagine coming home after a long day only to find yourself staring at a kitchen full of ingredients and no idea what to cook this is the agitation part where we are elaborating the problem and giving the consequences of it and then solution and in the Ida formula first we create attention then interest then desire and then action interest in the interest part we write about benefits in the desire part we write about solution and then a effective call to action and we all know how to write an effective call to action and the last part is headings headlines so whenever you write an ad copy the first and foremost thing is headline headline should be very eye catchy then only the people will read your ad copy and focus on it um okay so when it comes to writing an effective headline it's crucial for capturing attention and encouraging readers to engage with your content so our popular method for crafting compelling heading is the four use four use first U is urgent second U is unique third U is ultra specific and fourth U is useful the four use stand for Urgent unique Ultra specific and useful we all know so let's get started with this first when it comes to Urgent your headline should convey a sense of urgency okay your headline should convey a kind of urgency and it should prompt the reader to act quickly and we all know that so this can be achieved by using time sensitive language or suggestions that the information is essential to their immediate needs so here is an example you can use like of course it based on the company you working with or maybe the product you are selling limited time offer get 50% off your first month of meal Del deliveries depends on the companies or the product okay guys so create an kind of urgency unique headline should stand from the not competition so because there is a huge competition in the marketing world when it comes to Skin Care a number of brands are there when it comes to cars a number of brands are there when it comes to any gym a number of gyms are here in the market so uniqueness is important so headlines should stand out from the competition and by offering something distinctive or maybe we can say unconventional so this uniqueness grabs attention and you know create curiosity and encouraging readers to learn more so let's take an example discover the secret ingredients chefs don't want you to know okay why it works the word secret suggest exclusive knowledge another one is making the headline inging and inviting readers to find okay then Ultra specific when I say Ultra specific what does it mean headlines okay so be be very precise and be very clear about the reader and think about what the reader will gain or learn by reading your content think about it what the reader will gain or learn by reading your content so specificity helps specificity helps the audience understand exactly what to expect make them more likely to click through five easy steps to meal prep 10 healthy dinners in under two hours be ultra specific so if you are writing an ad copy about a meal prep healthy dinners five easy steps so here here you are you know using numbers or maybe uh any kind of specific things like five easy steps you can also write here steps to meal prep but we are here Ultra specific five easy steps to me mail prep 10 healthy dinners in under two hours and then useful when it comes to useful thing your headline should promise value or benefits that are relevant to the reader highlight how the content can help and solve a problem always so be helpful for example learn how to save 30 minutes a day with these simple meal prep hex these are the four use urgency create urgency be unique be ultra specific and be useful okay and we are done with this this is all about copyrighting first one second Madam one heading cannot have all these three four features no is it possible to have all features for one heading so uh so you are asking to you're asking that you should use all all four in one heading or only one or two right no one heading cannot have all these features no one yeah it's completely fine one very difficult to have all features in one heading no other one like that like that not all four together I think isn't it see if you are selling any car you will not you will not use register now no I'm not asking about the headings I'm asking you headings you taught us just last these four headings are there features are there Argent unique Ultra specific useful but is it possible in what one heading to have all these four features at a time one only either one or another one that not only one maybe one two maybe three sometimes all four very difficult for four can you give me an example of a heading which carries all these four features it's not necessary but difficult I think all these together in one heading these are just very simple you know tricks to make our headlines more ey catchy it's not necessary okay guys anyone from this session can you give me one example where you are using all four urgent unique Ultra specific and useful actually depends on the brands or maybe the product you are selling M okay ma'am okay um okay whenever you write any marketing copy always be ready with your product feature and benefit table then of course today we have learned about few of the important terms write like you are speaking do not write about features write about Solutions focus on the paino and write always for one person create an audience persona for that use simp language ask questions and use short sentences use contractions read it loud after that we learn about the know feel and do no is what you want your audience to know what you want your audience to feel and what you want your audience to do once you're done with this it will be very easy for you to write an a know marketing copy and then there are okay then call to action be direct be interesting use SP wordss at urgency remove risk and then there are two major formulas most of the copywriters use when it comes to writing a marketing copy one is pass Formula One Is AA formula you can use any based on the uh company's preference based on the products needs and based on your preference okay any formula you can use and then headlines it should be I catchy you can use you can create urgency you can be unique you can be ultra specific and useful uh any doubts about today's class guys you can ask me we have 10 minutes any doubt excuse me ma'am yes Ma I'm Sun I want to ask uh about audience Persona that it is will it be a um that agenes requirement that that will lead us to create an audience person no okay the agency or any company will not ask you to create an audience personal it is is just for a copywriter not for anything else okay it is just a process to make you understand make being a copywriter it will easier for you to write a marketing copy while using an audience person it is not even I don't know maybe the uh maybe any agency knows about audience Persona they are doing their work being a copywriter you writing I'm they will know that who the audience is that is uh that will prefer the uh product so one thing one minute when it comes to w a marketing copy there is a trick so creating an audience Persona is one of the tricks to make our marketing copy more know uh emotional maybe more effective it is a trick it is not something very important it is not something the company tell you to write an audience Persona no companies don't know about audience Persona they don't know how to write a we have to decide who the audience is and what audience Persona yes yes of course if you are a social media marketer you need to know create the res based on the trends company will not tell you what's the trends going on okay so being a copywriter you need to understand how to write an effective marketing copy so of course we know we have to be uh very we put the emotions into our marketing copy to put emotions we need an audience Persona so that we can write for only one person okay excuse me ma'am Excuse me yes uh nature of marketing copy differentiates with uh objective of the marketing campaign as well like that ad of lipstick or on that same page we had the ad of Nike shoes which was Rel during the 2020 black lives matter movement it was related to social messaging not about uh purchasing or something so it that was that was a simple social media post to create engagement that was on a marketing copy but but it was a kind of marketing copy with social messaging right so so it depends on the objective of the marketing campaign and I think abolutely company would have would have done the market research beforehand giving the idea about uh draw coming up with the marketing copy for the copyrigh company will give only give you one idea that okay right uh know we have a product that we are selling this product and now you have to create a marketing copy so that people can buy my product or service that's it rest is your work um I think company uh uh it is prerequisite to do the comp product research means the uh buyer or target audience Etc and they will hand over to copywriter and then they will no they will no they will not they they just give you the product features the what they are providing what are all in their product or service that's it then how we could craft this uh copy based on specific needs or uh that uh that slide you have shown about Cadbury where you have created Persona based on specific needs and interest it's up to only our imagination yes it's only up to your imagination and how many personas we could create it it may be infinite it completely up to our imagination yeah it can be infinite because when you work with any company they will ask you a hundred hundreds of marketing copy it's not just that you create one marketing copy or you are done for one product you can create a number of marketing copy because if you are posting social media copyright post then you need to be consistent then what about Madam niche market like example I'm selling a game laptop especially dedicated to gaming gaming not about usual work then I have to have that kind of information about gaming and uh create personality according to it and they would have created that laptop Manufacturing Company the research beforehand so uh there should be a product research before for uh prerequisite before doing getting copy one second see this is zato's Instagram and they create very interesting posts see can you see this did you know dry fruits Be Love Lifey create these kinds of you know posts to you know uh grab the attention something like this so because company will not give these ideas to you you have to be creative okay then see he is Jud and something like this what was Jet and Juliet have some changes for zato I don't know what's the motive of this so it changes with the nature I think they were promoting their movie or something that DJ and what after is so we have to these are the tricks maybe there is maybe there is some Festival they create a post based on that festival and they you know they sell their product they Market their product so each and every equation we have to come up with something new something new yes every time and the company will not give you these ideas being a copywriter you have to be creative see now read this post dear Pakistan even on our B days we are still the better side that I think during the World Cup match I think that is yeah exactly uh2 world so you have to be creative every time think about new ideas okay mam I have uh question about the assignment so there are all total I am seeing that all total three assignments which was change uh so there are assignments in uh so I will update tomorrow again at 11: I will where is the copyrighting one in this one copyrighting two assignments maybe there are one assignment in this one 2 3 4 You have to complete all of them in the copyrighting assignment two assment two yeah right right now it is something different in the copyrighting assignment one I will update the assignment tomorrow around 11 or 12 then you can check here no my point is all the three see there are three copyrighting assignments and among them there are multiple assignments yesterday this happened so we should check what I mean the the both three copyrighting assignment today is copyrighting class two right yes so just click on copyrighting assignment two when you will be opening this maybe there is one assignment maybe there are two maybe there are three you have to complete all the assignments which is included in this one copyrighting assignment two okay okay and copyrighting assignment one I have not done yet so that should be also done yes that should be also done okay and then the copyrighting three will be left for the next session the next session okay thank you ma'am okay question yes yes you can ask ma'am I wonder have you updated the copyrighting assignment one on LMS yes yes I have updated I have updated I have updated okay your voice is breaking dat like in five days I have to submit both assignments by Tuesday right no for first assignment you have to complete uh within 5 days and today's assignment you have to complete within 5 days counting from today only okay explain all three assignment once sorry can you please explain all three assignment ones actually first we know first I know I will change this one because in uh based on today's class performance I will update the assignment and I will upload tomorrow around 12 p.m. okay Madam could you please share that customer person agreed PDF on LMS uh there just right below the assignment because that would be helpful yes I'll share I'll share I'll upload there thank you okay then uh we have to do only one or two assignment one and assignment one and assignment two for tomorrow and uh when should you when should I check sorry where should you check in the no no no no when I mean you'll update it tomorrow so when should I check whether around 12 around 12 okay around 12 okay yes okay thank you yes M if you don't have any question you can leave if you have I have a question yes you can ask yeah I just want to know like you have already taught us some of the tools that we can use to correct our article that is if we are having any mistakes grammatical everything but um uh you have just mentioned but uh can you just show me how we have to use it because I have doubts I cannot you know use this which tool you are asking about uh like if I talk about uh there's one tool I'll just share so that I can check my errors uhuh you can just a second the name is is it speech speech texture uh I don't think I have shared this I think your has covered my first class was was with Jessica yeah so I think Jessica has covered so you can ask her for the same okay okay uh if you can help me out is there any other tool I can help you but uh you can email me then I'll personally help you a all right fine okay okay guys any other question ma'am can I leave now yes yes if you don't have any questions you can leave I'm just waiting for questions only we are done with the class okay and if you have any doubts regarding today's class you can email me at bills. go.in I'll help you ma'am I have one doubt but uh hello yes yes I to's class but previous of legal writing and white paper assignments I know uh I couldn't reach to the faculty you uh your name is Akash my name is aravan aravin oh yes Arin we have already scheduled a class for you have you seen the message in the group we have rescheduled the class for you and we will receive the update soon okay the class will again yeah we will the class again fresh class okay it is okay thank you okay anosha yes I will update the assignment tomorrow around 12: p.m okay then you can check in the LM excuse me ma'am yes I have a doubt uh you have shared the page of zato right over there they had posts related to uh their page and they were written like limited words so that is also a work of a copywriter right so uh The Heading body and the CT didn't particularly match over over there yeah so that was I just shown you for example that every day you need to come up with new ideas yourself only company will not give you the the purpose is that only so the poe that they made it's the work of copywriter itself right yes okay but still like it's not always necessary to follow the three heading body and the C because I don't see it over here because these are not ads Okay so thep purpose is to showing you this that you need to come up with UniQue Ideas every day and Company will not give you ideas so being a copywriter you need to create your own audience Persona and then create the post as per your understanding company will not give you because someone asking me that if company will not give me the you know different ideas how can I produce the post that's why and if you're writing an ad copy that then though you have to follow those you know formulas pass or AA formula for an ad copy and sometimes copy as in like uh print media oh no not not for print media because there are ads in the online marketing when you scroll down on Instagram also you see some kinds of ads or maybe if you scroll down sometimes you see uh video ads for video ads first you have to write and script for them for for the marketing purpose that also a part of a copywriter job first write is it always for the videos or it can also be for images it can also be for images okay fine now see this can also be the you know script for video now you you wrote this and you gave this to the team and the company Maybe person who is who who is a face for the company that person will read this they create a video and then post it maybe the maybe I am someone I create videos you are a copywriter and I'm someone who uh you know speak in the videos you gave me this script I will read this ready to transform your dinner routine forever something like this and I'll create a video of it so that's a job of copyrighting excuse me ma'am yes I'm sunny deite I want to ask uh in the copy writing assignment one uh we have to write product description okay so uh in this we have to only write the description of the product now we don't have to write marketing copy or no no that was just for product description okay not we don't need to write that heading body and the call to action types no no no no it's thank you okay welcome any other question guys are we done with the class or other questions I think we are thank you guys I hope you have learned something today okay yeah yeah yeah you can ask us yeah pra this side just to know where to find this marketing ideas copy uh what what was the site you had told of zetro it's an Instagram account of Z okay okay we can check on Instagram yeah you can check okay okay okay thank you m welcome okay guys thank you so much man okay thank you guys I'm ending the session and I have have a very good night