Hello everyone. Daniel Turner here, and welcome to the Copywriting Foundations lesson, the first lesson inside the copywriting module. Now when it comes to copywriting, the first thing I want you to do is I want you to shift how you perceive it. So this isn't gonna be about how to write like a professional. It's gonna be about how to write persuasively. Because the goal here is to persuade your prospects to warn your AI service. Right? That's the whole point. Now a good way to look at this and a good way to look at how these three modules tie together, the first three. So I want you to look at this image and imagine that the gray plug is your marketing foundations and the yellow plug is your offer. Now what we're doing in this module is we're just pushing them together to form that connection, and you need persuasive copy to do that. So at the end of this module, you're gonna understand how to pull prospects closer to your AI service with persuasion, and you're gonna be pretty damn good at it. So let's dive in. The goal of copywriting is to create a persuasive journey. A persuasive journey will result in your prospects taking a desired action you want them to take. So your AI service will not convert curious prospects into committed clients without persuasive copy. So I think by now you get the point. Right? You've heard me say that word five to ten times of persuasion, persuasive. So how do I write persuasive copy? And you do that using the ADA framework. So the ADA framework is how you write persuasive copy, and this is the core concept. So the ADA framework is at the heart of this entire module because this is a framework that models the art of persuasion. So how this works is in order to convert prospects, you need to write persuasive copy. And in order to write persuasive copy, you need the ADA framework, which is why we're just focusing on this framework in this module. We're not talking about generic copy theory here. Right? We're just cutting through and cutting straight to the good stuff, which is how to write persuasive copy. And it's pretty simple. So in terms of the ADA copyright and framework, what does ADA stand for? A lot of you will probably be familiar with it, but it stands for attention, interest, desire, and action. So in the attach attention section, the role here is to stop the scroll by sparking curiosity and recognition. Now the attention section is your headline or your hook. Right? And what you must do is call out your ICP and make your offer. So you wanna avoid AI buzzwords, long sentences, or trying to sound clever. All you wanna do is you wanna call out your ICP. If your ICP is lawyers or dentists or recruiters, call them out. In the hook and headline and make your offer because you've got one second here to get their attention. So you gotta make it count, and you gotta be very clear about who your offer is. Now a good way to think about this is imagine you're in a hall with one thousand business owners and you call out business owners. Who's gonna turn their heads? No one. Right? But if you call out dentists, in that hall the dentists are gonna you've got their attention right now. If you go a step further and you call out dentists in Australia, then you're definitely gonna get their attention. Because there's recognition, right? And the offer sparks curiosity. So they're calling out the ICP. That serves the purpose of just getting recognition. And the offer is what gets them curious. So once you've got the attention, you need to get them interested. And how you get your prospect interested is with the sales argument, and the strongest way to build a sales argument is by building a narrative. Now what a narrative needs to do is you need to begin with your audience's problem, so the pain and the frustration that keeps them up at night. And then you outline the desired outcome. So what are they gaining? What are you offering? More time, money, status, relief? Who do they become? Talk about their ideal self. Let their imagination take flight. And then you want to talk about the process by bridging their problem and the outcome. So this is where you stack belief and prove it's possible to get from their current state of pain to their desired state. Simple steps to build conviction and their imagination will take flight. And remember, process equals proof. And at the end of that, you wanna make a sharp contrast, so show the before and after so clearly that staying the same is more painful than change. Otherwise, they will not move forward because remember, the status quo is the enemy. The aim of the game is to make the cost of staying the same more expensive than the cost of moving. So your job in the interest section is not to pitch your AI service. Don't even talk about what your service does does or don't even talk about your service. It's to say to your prospect, I get you and I can help. Now quick story here. When I left Morningside, I was running ads for another big, AI founder. And I wrote eight pages of sixteen different variations of ad copy. And the two that struck gold never even mentioned AI or never even mentioned a service. It only mentioned automate. That was the closest it got. All I did was I just talked about I called out the ICP. I made the offer. Right? So there was a recognition. I got them curious. And then I built the narrative. I started with their problem. I talked about their outcome. I talked about the process on how they'll get there. I outlined a sharp contrast. I made it all about them. Right? Because they don't care about the service. They don't care about the product. They only care about themselves. So make the story all about them, and then you've got them interested. Now from there, you need desire, and a role here is envy. So prospects will only become interested in your AI service based on a strong narrative. But seeing someone else like them have the outcome they want is what makes them desire it. So you need testimonials, reviews. Right? And I've noticed that these types of testimonials channel the most desire. The before and after case studies using specific numbers, like I saved eight hours per week using whatever your AI service is, leveraging relatable voices, like I was skeptical of AI at first, but I was wrong, da da da da. So like Horn Mosey says, the greatest desire is seeing someone else have what you want. You want prospects to think and showcase a testimonial in mind. You want to think as a copywriter. You want them to think, why should that person have that and have that outcome and I shouldn't? Now, you might think with the narrative it's enough to get them over the line to persuade them, but you need the desire, the interest in a narrative. They that doesn't make them desire your offer or your service. It's a testimonial, seeing someone else have it. The envy. Right? So make sure that you show your testimonial and your reviews. That's when they desire it. Now, when it comes to the last section on action, so the role here is to direct all the attention. You got their attention, you got them interested, and you got their desire into action. So don't assume your audience will take action. You gotta guide them. So don't just say to your prospects, you know what to do. Right? Because they don't know what to do. So your call to action must clarify the next step. So scroll down below, click the link, and book a fifteen minute demo. Spell it out to them them so they know exactly what to do. And then you wanna create a little bit of urgency. So if you can only work with a certain amount of clients per month, mention it. Because now you have scarcity and urgency, so we can only work with x clients. So if we're fully booked, please come back next week. You've just pushed them over the line. Right? And then what you also wanna do is you wanna remove the pressure and the risk by saying at the end, like, if you're not interested after the demo, then there's no pressure at all. At least you get a full breakdown of what's inside. At least you're able to know how AI can benefit you. This is how you combat hesitation in b to b marketing. K? So the six questions your copy must answer. Every high lever, high converting sales page, email, VSL, or message needs to address these hidden objections. The first one is why should I read this? Why should I care? And this is linked to the problem, so you need to start off their problem. Number two, how exactly does this help me? Here, you're talking about the outcome. Right? The third one, how do I get this result, the process? You're bridging the two. And the fourth one, why act now? The contrast. Right? You're pushing him over the line. The fifth one, how do I know I can trust us? Testimonials, reviews, case studies. And the sixth one is, what's stopping me? So remove all the resistance, make it super easy and clear for them. K? So if your copy answers these questions in this order, you have yourself persuasive copy, and you will convert your prospects. No doubt about it. Now let's talk about some common mistakes to avoid. The first one is writing with your service in mind, not the prospect. So always write with your prospect in mind. Make it all about them. So the fix here is align your copy with your prospect. Don't mention your features. Don't even mention your name. Just talk about the prospect. Make it all about the prospect. Now the second one here, like I mentioned, is focusing on features. That's a big mistake. The fix here is you wanna frame your copy around the problem, outcome, process, and contrast. Boom. In that order. Third one is skipping the emotions. So don't neglect your audience's feelings and imagination. What you wanna do here is you wanna talk about them feeling frustrated, them feeling overwhelmed, them feeling stressed. Because human make humans make emotional decisions, not logical ones. The fourth one here is confusion and the call to action. So you wanna make the next step so clear, so easy, so obvious, and so risk low risk, and then they'll take the step. Give them no reason to say no, and then they won't. Last one here, which you would be well familiar with is AI buzzwords or jargon. So focus on your prospect, not your service. Don't even mention AI. Don't try to sound clever. Don't talk about revolution or transformation. Just make it about your prospect. Okay? So in terms of the summary of copywriting foundations, Almas Lewis was the founder the ADA model framework over a hundred years ago and marketers and sales, professional salesmen have been using the ADA framework ever since. So this framework's purpose was to model the process needed for persuasive communication. So ADA equals persuasion. Persuasion plus copy equals conversions. Conversions equals clients. do a quick recap on the ADA. So the first one is the attention. Now the purpose here is to stop the scroll. And how you stop the scroll is by sparking curiosity, by calling out your ICP because then they'll recognize himself and make your offer because now you got them curious. Right? Now that you've got your their attention, you wanna get them interested. How you get your prospect interested is with the sales argument, making a strong one with a narrative. And how you create a narrative is you talk about the problem, the outcome, the process, and the contrast. Boom. You got them interested. From there, you wanna go to the desire. How? You wanna leverage desires by making them envious. So you wanna show the prospect someone who has what they want, and that's when they'll desire it. And the last thing you've you've essentially amplified and you've got them all this you've persuaded them all the way to your a service. So then the last bits of action, just remove all the resistance, provide clarity, create a bit of urgency, and remove the risk. Make it so simple and so easy for them to take the next step. And don't be too pushy. Always say learn more if you're interested in learning more, not book now. Make it seem like their idea. Okay? Now, in the next lesson, we're going to be covering how to think about your prospect and just understanding your prospect like every good copywriter does. So I'll see you in the next lesson.