1 00:00:00,150 --> 00:00:09,150 My dear, is the law student, you are so fantastic, you are doing such a great progress, so now we 2 00:00:09,150 --> 00:00:14,460 are in the middle of copy writing that is so important for us. 3 00:00:15,240 --> 00:00:24,870 And also in this course, we talk about content creation and especially the landing page creation. 4 00:00:24,880 --> 00:00:30,540 So and now what we are going to talk is about skimming. 5 00:00:30,540 --> 00:00:31,190 What is it? 6 00:00:31,590 --> 00:00:35,980 People usually they don't read all your content. 7 00:00:36,000 --> 00:00:45,570 So for example, this landing page I am showing how to create, you can see it's reading subheading, 8 00:00:45,570 --> 00:00:55,530 and if they want to read more, then they can just easily go what they saw a good that they had this 9 00:00:55,530 --> 00:01:01,380 navigation so they can easily go step by step. 10 00:01:01,380 --> 00:01:08,700 And I said heeding subheading and this way they can easily continue. 11 00:01:09,210 --> 00:01:09,740 Yes. 12 00:01:09,780 --> 00:01:16,910 So now what we're going to talk is creating the content for schemas. 13 00:01:17,730 --> 00:01:28,380 And this is basically using a lot of subheading and breaking the content into little chunks, as you 14 00:01:28,380 --> 00:01:40,120 can see, so people can much more easily go through the content and start exploring the content itself. 15 00:01:41,370 --> 00:01:51,350 And basically, as you can see, you can always if you create a guide, you try to help people. 16 00:01:51,900 --> 00:01:55,020 So you define it into steps. 17 00:01:55,530 --> 00:02:00,890 And so it's very clear what is step one, step two, step three. 18 00:02:01,470 --> 00:02:11,790 And it's a much more easy to follow up for people because the old way, when people created the content, 19 00:02:11,790 --> 00:02:14,360 they just created the article. 20 00:02:14,730 --> 00:02:17,730 It's not really what you want to do. 21 00:02:18,060 --> 00:02:27,140 You want to use a lot of supporters and you want to really organize the content correctly. 22 00:02:27,800 --> 00:02:29,370 Also, what is core? 23 00:02:29,370 --> 00:02:34,560 If you create the guides, it's creating takeaway lines. 24 00:02:34,560 --> 00:02:39,990 So when people just came, they just get some short summary. 25 00:02:41,710 --> 00:02:50,330 And this is simply a short summary, how to create, you know, you can also call it bottom line. 26 00:02:50,350 --> 00:03:00,070 So basically some short summary, but now what I am really excited to share with you, because you are 27 00:03:00,070 --> 00:03:10,020 so fantastic student, I'm so happy for you, are these proven copywriting formulas. 28 00:03:10,540 --> 00:03:21,010 And I think this is really, really great because now you will more understand that a great copy is 29 00:03:21,010 --> 00:03:23,290 not just to return. 30 00:03:23,770 --> 00:03:29,370 It's not just graded, but it's more like composed. 31 00:03:29,800 --> 00:03:36,460 So you know what parts of the copy shall be put and where. 32 00:03:36,820 --> 00:03:42,870 And this is a little bit different for landing page for a newsletter. 33 00:03:43,360 --> 00:03:45,830 So let's dive into it. 34 00:03:46,480 --> 00:03:56,980 So the first, let's say a template or the otherwise, how to organize your content, how to assemble 35 00:03:56,980 --> 00:04:06,490 your copy, how to create a copy that you will more easily persuade people and they will follow up. 36 00:04:08,100 --> 00:04:14,820 And this template is really fantastic, this is for a new set, the market. 37 00:04:15,510 --> 00:04:24,900 And of course, subject line, short and sweet, and why it should be shorter than Suyin, because there 38 00:04:24,900 --> 00:04:27,570 are two big reasons. 39 00:04:28,080 --> 00:04:33,190 One reason is the delivery of your new site marketing campaign. 40 00:04:33,780 --> 00:04:46,170 This we are talking a lot in the email marketing section, but basically short subject line has better 41 00:04:46,170 --> 00:04:46,920 delivery. 42 00:04:47,490 --> 00:04:57,180 And the second point is that people, they often are overloaded and you need to quickly catch their 43 00:04:57,180 --> 00:04:58,120 attention. 44 00:04:58,600 --> 00:05:07,890 So the example can be sale right now, sale three days, special offer just now. 45 00:05:08,340 --> 00:05:19,290 Or if you create the content marketing, it can be Ruki copywriting mistakes and then always is the 46 00:05:19,300 --> 00:05:21,160 need attention. 47 00:05:21,570 --> 00:05:31,140 So if people start reading the email, you need to create fantastic lead because especially with email 48 00:05:31,140 --> 00:05:40,500 marketing, people are overloaded and they do not like emails unless they are really exciting and they 49 00:05:40,500 --> 00:05:41,660 give them value. 50 00:05:43,210 --> 00:05:51,440 When you get the attention, it's really cool to give some lesson what was good for you? 51 00:05:52,030 --> 00:06:04,060 Why did you start using let's say you want to sell Ackbar iPhone Permax, you want to have a new e-commerce 52 00:06:04,060 --> 00:06:04,810 store. 53 00:06:05,290 --> 00:06:13,570 So you're going to share a story how it did save your photo shooting video creation. 54 00:06:14,080 --> 00:06:18,100 You can share a story, a lesson from your life. 55 00:06:18,580 --> 00:06:23,440 And what's really important is clear, a call to action. 56 00:06:23,860 --> 00:06:30,610 So you can, for example, say Chass today or Chass next three days. 57 00:06:31,150 --> 00:06:34,570 We are starting this e-commerce project. 58 00:06:34,840 --> 00:06:46,510 So we give you a very special prize and we give you a bonus and we give you some special tickets or 59 00:06:46,840 --> 00:06:47,930 free charge. 60 00:06:48,550 --> 00:06:52,500 So this way you can really have some clear call to action. 61 00:06:52,900 --> 00:07:02,530 But the most important is to tell people what to do because they are often very tired or they do not 62 00:07:02,530 --> 00:07:06,160 want to think or they simply don't know what to do. 63 00:07:06,730 --> 00:07:07,570 And I also. 64 00:07:08,670 --> 00:07:18,890 Not all people are all the best intelligent and the way you think, so you just write them, click here, 65 00:07:19,800 --> 00:07:25,290 get your special discount here, follow up here. 66 00:07:25,320 --> 00:07:27,840 So you tell them click here. 67 00:07:28,290 --> 00:07:39,540 And then what people read basically the most if they came to your email is the B.S. It is a very, very 68 00:07:39,540 --> 00:07:45,740 interesting, but people love reading B.S. So you can, for example, write. 69 00:07:46,180 --> 00:07:52,770 And also for the first 100, we have second very special bonus. 70 00:07:53,400 --> 00:08:01,380 So this piece is really important to keep subject line very short and sweet. 71 00:08:02,400 --> 00:08:05,550 And you can see this is a great example. 72 00:08:05,940 --> 00:08:11,640 It can also greatly increase open trade. 73 00:08:11,640 --> 00:08:21,690 So it's very positive for the delivery itself and also for the open trade, because if you give too 74 00:08:21,690 --> 00:08:27,210 much information into the subject, people do not know if they want to read it. 75 00:08:27,510 --> 00:08:36,090 If you give very short, sweet information, they might start reading it much more. 76 00:08:37,480 --> 00:08:46,470 Grabbing the lead, this is what we have talked about, and this is very, very important because believed 77 00:08:46,810 --> 00:08:54,550 starting the email is shown in the G mail, it's also shown in the paper mail. 78 00:08:55,090 --> 00:09:00,360 And it's something one people can know what will follow up. 79 00:09:01,180 --> 00:09:04,860 So as you can see, this is really cool example. 80 00:09:05,470 --> 00:09:10,360 Do you struggle with marketing yourself or your work? 81 00:09:11,050 --> 00:09:12,940 So this is a good question. 82 00:09:12,940 --> 00:09:20,550 And if they see it, they will more be excited to what will come up. 83 00:09:21,130 --> 00:09:30,200 And so it's really cool to start your email with the question then, for example, cost schedule. 84 00:09:30,400 --> 00:09:35,950 This is really, really cool example how you can follow up with a story. 85 00:09:36,520 --> 00:09:45,670 And this is really, really good because this is giving the feeling like if you are a marketing manager, 86 00:09:46,930 --> 00:09:53,950 then you might not enjoy these spreadsheets so much, but maybe you love spreadsheets. 87 00:09:54,430 --> 00:10:02,470 But you have to admit there are some creepy things about them as specialists and you are probably using 88 00:10:02,470 --> 00:10:03,750 lots of them. 89 00:10:04,600 --> 00:10:06,520 So that's really cool. 90 00:10:06,520 --> 00:10:13,380 How to get more people into the story and be clear call to action. 91 00:10:13,780 --> 00:10:24,220 So you need to sign them up for trial, get discounts, make purchase, simply give them clear information 92 00:10:24,220 --> 00:10:25,600 what they should do. 93 00:10:26,080 --> 00:10:34,330 And this last year, yes, it's really important because I honestly don't know why. 94 00:10:34,990 --> 00:10:39,010 But this is something what people read a lot. 95 00:10:39,490 --> 00:10:42,420 So this piece is really important. 96 00:10:43,300 --> 00:10:45,720 And then we have the landing page. 97 00:10:46,120 --> 00:10:49,010 So this is really important. 98 00:10:49,240 --> 00:10:59,860 I am also showing how to build up a landing page, how to use the copy for landing page, but let's 99 00:10:59,950 --> 00:11:02,590 dive into it headline. 100 00:11:02,590 --> 00:11:07,220 This is really, really important social proof. 101 00:11:07,240 --> 00:11:08,800 Yes, yes, yes. 102 00:11:08,800 --> 00:11:10,460 This is really cool. 103 00:11:11,230 --> 00:11:24,240 So the headline is always the same point because this is when they start reading, when they start skimming. 104 00:11:24,940 --> 00:11:34,360 You can also put some short information here to some Seanie, but social proof is really cool and putting 105 00:11:34,360 --> 00:11:45,160 the social proof up has shown to bring better results and immediately build more confidence. 106 00:11:45,920 --> 00:11:54,910 And then, of course, what this call is, when you describe a problem, when you think about the problem 107 00:11:55,090 --> 00:11:58,290 and when you offer the solution. 108 00:11:58,840 --> 00:12:09,190 So basically before you start selling, you stop explaining what is the problem, how you can solve 109 00:12:09,190 --> 00:12:13,580 it, and then finally you show the product. 110 00:12:14,380 --> 00:12:17,890 So let's say again, let's return. 111 00:12:18,430 --> 00:12:27,940 The problem can be that you would love to create a professional videos about how to do it without some 112 00:12:27,940 --> 00:12:30,400 professional equipment. 113 00:12:30,970 --> 00:12:40,000 And then you get data and then you give solution that people can simply purchase the iPhone 12 Permax 114 00:12:40,510 --> 00:12:44,410 that will create high quality. 115 00:12:45,620 --> 00:12:52,660 These are videos and of course, also Dolby Systems sound. 116 00:12:52,820 --> 00:12:56,550 So this is quite clear. 117 00:12:56,890 --> 00:13:01,030 And so let's have a look into some great examples. 118 00:13:01,720 --> 00:13:05,350 Headline shall always give a clear benefit. 119 00:13:05,960 --> 00:13:09,030 So this is a fantastic example. 120 00:13:09,520 --> 00:13:15,580 Talk to invite only girls mentors that truly enjoy helping. 121 00:13:16,270 --> 00:13:24,430 So you come to this website and you know that you can personally talk online to people that will be 122 00:13:24,430 --> 00:13:26,380 really happy to help you. 123 00:13:26,980 --> 00:13:30,630 And you can immediately start with free trial. 124 00:13:31,300 --> 00:13:33,670 And there is some more information. 125 00:13:33,670 --> 00:13:35,950 But I think this is really clear. 126 00:13:36,750 --> 00:13:46,380 Social proof, yes, this is simply very clear, and we are also talking, if you do not have a social 127 00:13:46,380 --> 00:13:49,570 proof, we have already talk about it. 128 00:13:49,950 --> 00:13:56,100 You can have the first 1000 free trial users. 129 00:13:56,580 --> 00:14:01,110 You can have just a from our first client. 130 00:14:01,560 --> 00:14:02,710 So, of course. 131 00:14:04,740 --> 00:14:16,140 It doesn't mean that you can always have the best big companies like IBM, but still what you can do. 132 00:14:17,760 --> 00:14:22,270 You can chase your some kind of calls. 133 00:14:22,740 --> 00:14:30,990 So, for example, I could run the show or the biggest company educating, but we are using different 134 00:14:30,990 --> 00:14:32,050 technologies. 135 00:14:32,070 --> 00:14:38,060 I have been showing and also I have been showing the quotes from my students. 136 00:14:38,430 --> 00:14:49,860 So you can always find a way even like that is very, very good for you to start showing some social 137 00:14:49,860 --> 00:14:50,610 proofs. 138 00:14:52,050 --> 00:15:03,300 And basically, this is important that you start explaining a problem and then your D for a solution 139 00:15:04,110 --> 00:15:06,010 and then the transition. 140 00:15:06,600 --> 00:15:11,580 So when you go from problem to specific offer. 141 00:15:12,150 --> 00:15:14,520 So this is a core example. 142 00:15:15,690 --> 00:15:24,150 But there is one thing that's different now compared to when I was 25, when I don't stick to my house 143 00:15:24,150 --> 00:15:27,500 routines, I begin to fall apart. 144 00:15:29,470 --> 00:15:39,760 Plus, despite the signs of aging can catch you by surprise, these are some of the reasons why I make 145 00:15:39,760 --> 00:15:49,600 sure to eat collagen rich diet, and it's why I am super excited to introduce the next to our new product. 146 00:15:51,020 --> 00:15:59,330 So this is the way that a lot of people, they get 40, they need to have better results with diad, 147 00:15:59,330 --> 00:16:07,310 they need to feel fresh and they start feeling that the edge is hitting them. 148 00:16:07,340 --> 00:16:08,990 So this is really cool. 149 00:16:11,210 --> 00:16:21,860 And, of course, call to action for a chase scheduled and more sign up Blockbuster Blind, this is 150 00:16:21,860 --> 00:16:29,630 something if you want to create content marketing, we will be not talking about content marketing, 151 00:16:29,960 --> 00:16:32,720 about the blog post marketing. 152 00:16:32,730 --> 00:16:35,930 So we spend a lot of time in blog posts. 153 00:16:36,440 --> 00:16:42,100 But I will just create some introductory information for you. 154 00:16:42,500 --> 00:16:52,190 But don't worry, we will go really deep with all this content creation blog post creation and this 155 00:16:52,190 --> 00:16:53,120 headline. 156 00:16:53,480 --> 00:16:56,690 As you can see, we already talk about it. 157 00:16:56,960 --> 00:17:02,390 You show your numbers and you shall be really specific. 158 00:17:03,020 --> 00:17:10,520 How to save seven hours per week in three simple steps, new research. 159 00:17:11,270 --> 00:17:19,090 And then the introduction shall be a really strong, clean, strong proof and perennial. 160 00:17:19,640 --> 00:17:21,650 And then, of course, the steps. 161 00:17:22,160 --> 00:17:23,900 Step one, step two. 162 00:17:23,900 --> 00:17:26,240 Step three, action. 163 00:17:26,240 --> 00:17:28,760 Amber content, well organized. 164 00:17:28,760 --> 00:17:32,780 This is important that you use a lot of subheadings. 165 00:17:33,980 --> 00:17:44,030 Examples, examples are always beneficial, and then the call to action is, of course, subscribe to 166 00:17:44,030 --> 00:17:45,020 the newsletter. 167 00:17:45,440 --> 00:17:48,290 You can also put it in the middle. 168 00:17:48,650 --> 00:17:51,050 You can put some takeaways. 169 00:17:51,050 --> 00:17:53,900 But I think this is quite, you know. 170 00:17:54,800 --> 00:18:03,440 The first most important point, let your readers know exactly what they are going to learn, the more 171 00:18:03,440 --> 00:18:07,370 you will be specific, the better the more clicks. 172 00:18:08,180 --> 00:18:16,910 And we will talk a lot about click through rate, because this title is Sauza appearing in Google Search. 173 00:18:17,180 --> 00:18:22,010 So people will click more, they will start reading more. 174 00:18:22,430 --> 00:18:24,500 This will have a very positive. 175 00:18:26,520 --> 00:18:31,540 Very positive results, and it will empower the governing brain. 176 00:18:32,400 --> 00:18:40,770 So this is simply a great example and this is important that these short introductions shall be not 177 00:18:40,770 --> 00:18:43,130 more than eight sentences. 178 00:18:43,740 --> 00:18:48,540 And then, of course, you go for proof and of course, previa. 179 00:18:49,170 --> 00:18:51,510 And this is a great example. 180 00:18:52,020 --> 00:18:58,190 Today you are going to see 17 actionable SVO tips and techniques. 181 00:18:59,070 --> 00:19:00,210 So this is cool. 182 00:19:00,220 --> 00:19:07,950 And as we talk a lot, you can see the number of visitors on the exact numbers. 183 00:19:08,700 --> 00:19:17,910 And then what is really important is to follow up with actionable content, back your boss with Xiaoming, 184 00:19:17,940 --> 00:19:23,850 that the the techniques strategies that people can use right away. 185 00:19:24,420 --> 00:19:32,610 So this is really, really important that you give people well organized content and you immediately 186 00:19:32,610 --> 00:19:33,540 help them. 187 00:19:34,050 --> 00:19:36,120 And you are a fantastic student. 188 00:19:36,360 --> 00:19:41,580 You will manage this and you will arrange incredible success.