Copywriting Tutorial by Brian Dean

Introduction

• Brian Dean, founder of Backlinko, shares a copywriting tutorial.
• Tips used to create widely shared blog posts and high-converting sales letters.
• Aim: To help increase traffic, leads, sales, and social shares.

Truth About Copywriting

• No need for years of experience or training in copywriting.
• Brian's experience transitioning from freelance writer to writing sales letters.
• Success in writing a sales letter through focusing on key principles.

Copywriting Tips

Tip 1: Use Reddit Threads

• Reddit is a valuable resource for copywriting.
• Find subreddits where your customers are and read threads with lots of comments.
• Extract words and phrases to use in ads or landing pages.

Tip 2: Use Short Sentences

• Short sentences are easier to read and understand.
• American Press Institute study: short sentences are 711% easier to comprehend.
• Edit sentences to be as short as possible.

Tip 3: The Slippery Slide

• Goal: Keep readers engaged with the content.
• Technique involves creating a narrative that encourages continuation.
• Use hooks or refer to upcoming content to maintain interest.

Tip 4: Super Specific Headlines

• Headlines are crucial as many people only read them.
• Super specific headlines tell readers exactly what to expect.

Tip 5: Use FOMO (Fear of Missing Out)

• FOMO can significantly enhance copy effectiveness.
• Use it when applicable, as it triggers strong emotional reactions.

Tip 6: Write Strong Leads

• Leads are as important as headlines.
• Strategies for strong leads:
  • Use a hook.
  • Keep it short (6-8 sentences).
  • Use mini-stories.

Tip 7: Avoid Big Words

• Complicated language makes content harder to read.
• Use simple, easy-to-understand words.

Tip 8: The AIDA Formula

• Classic copywriting formula: Attention, Interest, Desire, Action.
• Example: Use to boost conversions with a structured approach.

Tip 9: Benefits Over Features

• Highlight benefits rather than features, as benefits drive sales.
• Example from CoSchedule: emphasizing benefits of software over features.

Tip 10: Get Out of the Friend Zone

• Address potential customer objections directly, rather than ignoring them.

Tip 11: Talk to Customers

• Engage directly with customers for deeper insights.
• Use conversations to enhance copy and target audience more effectively.

Urgency and Scarcity

• Encourage prompt actions from potential customers.
• Use clear deadlines to create a sense of urgency.

Solve the Social Proof Paradox

• Use limited existing social proof effectively.
• Highlight strongest evidence available, even if not direct sales.

Bonus Tips

Proven 3-Step Testimonial Formula

1. Before - Customer's situation before using the product.
2. After - Specific results achieved.
3. Recommendation - What they would tell others.

Use Crooked Numbers

• Crooked numbers appear more believable than rounded numbers.
• Example: Use exact numbers in content for credibility.

Conclusion

• Encourage viewers to subscribe and share which techniques they plan to use.
• Call to action: leave a comment on which technique they'll try.

These notes provide a comprehensive overview of Brian Dean's copywriting tutorial, capturing key strategies, techniques, and actionable tips shared in the video. Perfect for enhancing your copywriting skills and applying them to your own content creation efforts.