Ari Lewis & Oliver Cantin (How to Write Great Copy)
Ari and Oliver had a great conversation about copywriting, which many misunderstand as just writing. Here are some of the insights they had in the conversation:
Words are important, they drive video, speeches and what you’ll be talking about.
Copywriting is using words to channel the right emotions. Have a deep understanding of the emotions that move people you want to move.
Ask yourself if you’re removing a painful problem or fulfilling a key desire?
To write good copy, combine the principles of storytelling and channelling emotions.
You want to know the market better than they know themselves. Know their DNA.
What are you selling? Go into the deepest and sometimes darkest emotions (guilt, insecurity). Know why people are buying.
Founders can be too ingrained with the jargon and competition. They have to be aware of the language they use.
Understand the customer avatar and live in their shoes. Big difference between stated and actual preferences and desires.
What are customers typing in Google search?
To understand your customer, you need research, compassion, empathy and to an extent, voyeurism.