☕ Marketing Roundup - Weekly Marketing Strategies - Issue 2

My friends,

This is Week 2 of the weekly marketing roundup email.

A series where I share posts from our Marketers Utopia directly to your inbox so you can execute on the value inside.

This weeks content:

3 Copywriting/Market Research Threads You Need to Read

Wealth Wednesday Live Call

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Roundup Breakdown
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1. The key to writing great copy is going as deep as possible.

You want to:

-Break your offer into features

-Break features into benefits

-Break benefits into surface emotions

-Break surface emotions into deep emotions

I do this with the “5 Whys” technique.

First, a definition: The “5 Whys” technique involves asking “why” 5 times. It’s a great way to get to the core of an issue and understand it completely. Each “why” peels off a layer, and when you do it 5 times, you get to the deepest level.

In the context of copywriting and marketing, asking “why” 5 times helps you find…

1. Your offer’s top benefits
2. Your customers’ top pain points
3. Angles that resonate on a deep level

In other words, it helps you go from boring features to profound emotions.

Let’s do a weight loss product example.

Why do customers want it? To lose weight.

Why? They want to be healthier.

Why? They want to feel more energetic.

Why? They feel unhappy right now.

Why? They feel like they’re failing themselves

Here’s another for an investing course.

Why do customers want it? Investing is confusing.

Why? There are too many strategies.

Why? There are too many sources of information.

Why? Financial stability is something many people want.

Why? They want to avoid fear and pain.

Once you have the answers to these questions, you can use them to come up with the perfect ads/copy. For our first example, we could hit the “failing themselves” angle hard and position the product as a way to gain confidence and self-actualization.

No matter what you sell, you can go through this exercise. Ask why, then do it again, then do it 3 more times. I bet you’ll find some angles that hit a lot harder than the most obvious ones.

Here are the crucial lessons to understand… 1. If you want to persuade and convert, you need to inspire emotion 2. Boring descriptions of what your product does won’t do that 3. Asking why 5 times can peel your offer back and reveal amazing angles

2. 7 Questions To Ask Yourself Before Writing Copy

Here’s a little preview…

• Who is your ideal customer?
• What keeps them up at night?
• What objections do they have?

Keep reading to get the rest of them.

1. Who is your ideal customer? If you try to sell to everybody, you’ll end up selling to nobody. Instead: Choose an ideal customer and visualize them as a single person. This will help you write personalized copy that makes a real impact.
2. What problems do your customers want to solve? Most products solve some sort of problem. Effective copy is often a pitch for your offer as a solution to that problem. Once you understand the issue, you can come up with the perfect angle.
3. What keeps them up at night? Knowing your customers’ top problem isn’t good enough. You have to know the deep, painful consequences of that problem. This helps you write copy that moves them like no other ad they’ve seen.
4. What is your unique selling proposition (USP)? Customers respond best to unique solutions, not ones that look like everyone else’s. Figure out your USP. Highlight it in your copy.
5. What is your irresistible offer? Your offer is the package you’re presenting as a solution. It contains… - The product or service - Any bonuses you add on - Anything that makes it scarce - Etc. Make that package valuable enough, and people will buy it.
6. What objections do your customers have? Copywriting is really just sales on paper. That means you usually have to address objections. Research your customers, understand their concerns/objections, then address them in your copy.
7. Where is your proof? If your customers have a painful problem, the best thing you can do is prove that you solve it. You can do so with… - Reviews - Case studies - Testimonials - Etc.

Always ask these 7 questions before writing copy:

1. Who is your ideal customer?
2. What problems do they want to solve?
3. What keeps them up at night?
4. What is your USP?
5. What is your irresistible offer?
6. What objections do your customers have?
7. Where is your proof?

3. How We Do Research For New Clients

The 4 main things we look at during our INITIAL research are:

-Offer

-Market

-Competitors

-Ads

But there are also others that we look into:

-Ad account’s historical data

-Ad account structure

-Overall brand -Funnels

-etc.

In this thread, we’ll focus on the four.

Let’s start with the offer: We ask a few questions that’ll help us get to know more about the product/service we’re selling. We go deep into the details by asking things like:

-What’s our client selling?

-What are the features and benefits?

-What’s the USP?

-What’s the UM?

Then we go over the website, the ads that have been tested and the ones that are currently running, our launch questionnaire, etc. But it doesn’t end there. We have an “Offer Reassessment Phase” as well.

This is where we write down the takeaways (relating to the offer) that we pick up along the way on our research. This is basically where we write down everything – ideas, what we’ve learned about the offer, our notes about it, etc.

Next is the market: This is the core of our research so there’s usually a lot going on here. We go over demographics, psychographics, reviews, authority figures, publications, forums, personas, etc.

Then once we’ve gathered enough information, we analyze the data and look for common pain points, transformations, and stories of the market – looking for personas and possible angles.

Then we go over our competitors (direct and indirect). We learn a few things about them, like: -Who they’re serving -Their offers -What they’re doing that we can apply to our own brand And more.

Then we look for the commonalities and ask questions like: -Who’s unique? Who isn’t? -What angles are they using -What differentiates us from them? We get a lot of inspiration from our competitors. So we find the top 3 (initially) and really go over everything we can find.

Lastly, we’ll look at ads they’ve run in the past (if there’s any). We want to: -Know what’s working and what’s not working -Why they’re working/not working -Analyze the overall performance to find out what’s missing

We do all these so we can fill in the gaps with what we have on our research. Now, you’re probably wondering: How do I apply all this info to my ads? How do I turn this into something actionable? Where do I even start?

My friends! Every Wednesday I host a live call with all Utopians.

In the call they can ask me questions about their business. Our goal is to level up and collectively progress together.

To listen to my last call, click here.

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"I want to make money online but I have no idea which direction to choose"

If you find yourself saying this, then this is for you.

Most other forums will charge crazy for "exclusive members content" only to share the same copy and paste strategy.

At Utopian Universe of Marketers, our community will handhold you across your online journey from making your first dollar to scaling to $10k/mo+.

But what's in it for them?

They're just like you, marketers persevering for financial freedom. The only difference is they've realized that financial independence can only be attained through collective progression.

You'll find all previously posted issues inside our Marketers Utopia.

Much love,

Wiz