The Fundamentals of Copywriting

ATTENTION! https://www.copythatshow.com/how-to-s... - As a bonus of this video, here's a full free guide on how to BECOME a copywriter.

The page above contains everything you need to get started (including how to find clients...)

Plus...

There are resources, templates, and invites to a free copywriting group below!

Link to Join the Copywriting Collective Discord server (stacked full of free advice for beginners): https://discord.gg/copywritingcollective

Ready to roll up your sleeves and learn more granular, specific concepts? Sign up for our Patreon! Every week, we upload bonus videos, resources, templates, Q&As, over-the-shoulder writing sessions, and tools to help you become a better copywriter: https://www.patreon.com/thecopythatshow

Catch us live on Twitch the first Monday of every month (and usually every Wednesday) on https://www.twitch.tv/thecopythatshow

Copy That! is hosted by Alex Myatt, Rod Satterwhite, Luke Hovestadt, Sean MacIntyre, and Lindsey Monteiro.

0:00 - Why This Video Exists... (I'm Alex Myatt - Hello New Copywriters!)
1:15 - PART 1: The Power of Copywriting
3:32 - What Can You Expect?
5:48 - Problems With Copywriting and Why 'digital Marketers' Fail
6:48 - Writing for a Company...
12:58 - Writing for a Prospect...
15:55 - Anti Market Focus: Beware of Vanity Metrics
19:37 - Direct and Indirect Response Schools of Advertising
25:23 - What's the Problem With Modern Copywriting?
29:33 - The Role of Copy
32:15 - A Few Things to Keep in Mind
57:08 - 5 Stages of Awareness
1:18:08 - The Secret Weapon Most Marketers Are Afraid to Use
1:35:15 - Research
1:38:35 - The Sticky Research Process
1:40:12 - Product Research
1:41:46 - Research Template and Resources (Linked Above and Available in CC # how-to-start-copywriting channel)
1:45:10 - The Ideal Client
1:50:15 - The Existing Brand
1:51:40 - Competitor Research
2:01:05 - Market Research
2:03:23 - VOC
2:16:42 - 5 categories of VoC (+2 to Clear Up the Rest)
2:29:37 - Final Research Steps
2:33:32 - So, How Important Is Research?
2:35:50 - PART 2: Putting All This into Practise
2:38:57 - The 5 Subconscious Questions
2:47:41 - Planning Copy: Laying Out RIOA
2:51:49 - Formulas to Craft Ideas
2:58:07 - Offer Building
3:12:39 - The Next Step to Planning Copy
3:13:08 - Don't Fall Victim to the Attention Span Fallacy
3:21:01 - Copywriters Are Attention Managers
3:26:00 - Structuring Copy
3:28:02 - Messaging Hierarchy
3:40:11 - The Final Part of Planning: Spit Drafting
3:46:35 - Turning Your Research and Planning into Copy
3:49:47 - Adapting IVOC Data
3:55:05 - Dimensionalization
4:01:43 - The Core Copywriting Structure
4:04:49 - The Lead
4:06:47 - Headline: The Most Important Aspect of Copywriting
4:14:05 - The Body
4:25:05 - The Close
4:39:19 - Editing Copy
4:53:57 - Some Other Useful Tidbits...
5:01:08 - How to Improve Your Copywriting (Long Term)
5:08:55 - Summing It All Up...

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