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Learning 97% of copywriting in 37 minutes — Transcript

by Tyson 4D · 7,572 words · 1,070 segments · language en · Watch on YouTube

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0:00In this video, you're essentially going
0:01to learn 97% of copywriting, marketing,
0:04and creative strategy all at once within
0:06the span of maybe 20 minutes.
0:07Copywriting and marketing only take a
0:09couple of days to really learn, but
0:11months and months and months to master.
0:13So, this is for anyone who's really
0:16looking to just level up their marketing
0:17and copyrightiting game and learn a
0:19little bit more or anybody who's just
0:20trying to get into it in general. So, in
0:22short, we're not going to talk for too
0:23too long cuz I want to get right into
0:24the video and not waste your time. So,
0:26let's do that. Now, in this video,
0:28you're going to be seeing the mental
0:30models, research frameworks, and
0:31creative strategy systems that are going
0:33to actually move the needle for you. And
0:35first, we have to talk about proof that
0:37this actually works and talking about
0:38why it actually matters. See, when it
0:40comes to copyrighting and creative
0:41strategy, a lot of the uh a lot of the
0:43positions you're going to find, a lot of
0:45the applications, a lot of people who
0:46are looking for copywriters are going to
0:48want to hire you on a base retainer plus
0:51some sort of commission. So, your income
0:54is directly tied to your skill level,
0:56how good you actually are. Not to
0:58mention, you're not going to get hired
0:59for any of these roles if your skill
1:00level isn't already there. If you have a
1:02good skill level and you're working with
1:03a client right now, you're going to get
1:04great results. With those great results,
1:06you can show other clients who are
1:07willing to pay you even more all your
1:09great results and all your great skills.
1:10So, in short, this is just going to be a
1:13positive feedback loop. If you're
1:14genuinely able to get good at this, like
1:17Nean for example, who just closed a lead
1:19creative strategist role at $5,000 per
1:22month base, plus 6% of ad spend, plus 3K
1:25for every 50k ad 50k spent in the
1:28account, plus 6% product equity. So,
1:33that's a lot of commissions on there.
1:34This could easily be a 10K per month,
1:36just one roll, especially if he just
1:38knocks out of the park. Right now,
1:39they're spending about $1,000, $2,000
1:40per day on ads, which is insane. and he
1:44posted this in the private 4D boot camp
1:46community. More on that is down below in
1:48the description. Then we have my man
1:50Luca as well posting that he just got a
1:53um $350 trial for his first week as a
1:57creative strategist and then 3K per
1:59month after that. Then somebody else who
2:02is in the boot camp for around a month
2:04and a half and he has accomplished
2:06getting one client that pays him $500 to
2:08$750 for every client he closes for him.
2:11He has um an R2 interview with a $1
2:14million per day in ad spend. I don't
2:17know if he's saying $1 million plus per
2:19day or a million dollar per year
2:21business. I don't really know. $1
2:23million per day seems like a lot, but
2:24who knows? Maybe. And he also closed a
2:26client for $350 trial month and then
2:29probably more after that. He doesn't
2:31even know yet. So, that's within two
2:33months of him just learning and
2:34understanding creative strategy,
2:35marketing, and copywriting. So, who is
2:37this video you're watching going to be
2:38for? Type one is the prepared beginner.
2:41You don't have clients yet, but you want
2:43to uh be ready for when the moment an
2:46opportunity actually shows up because
2:47there's nothing worse than finally
2:48getting your shot, getting your
2:50interview or getting your opportunity
2:51and then not being prepared for it and
2:53then completely fumbling. And then the
2:55second is the hungry pro. You've already
2:56been working with clients and you want
2:58to get them better results because
2:59better results mean more money for you.
3:01Um and a client who never wants to let
3:04you go. So before we begin, a little bit
3:07about me. You could consider me the Bob
3:08Ross of copywriting. I have the most
3:10viewed copywriting video on the whole
3:12entire platform of YouTube. Uh the
3:14biggest channel right here. And on top
3:16of that, I have a whole myriad of
3:19students who I have trained who have
3:21gotten to 10K and 20K plus for a month
3:23who have been working with the biggest
3:24e-commerce and info businesses out there
3:27in the space in general. All of those um
3:30interviews are right here on this
3:31channel if you want to go and watch them
3:33and see what they have to say um and see
3:35a lot of their advice as well. So, I
3:37want to first start off with the real
3:39job of a copyriter and creative
3:40strategist because there's this huge
3:41hurdle in somebody's mind that I've seen
3:43basically every copywriter go through
3:45and that hurdle is the fact that they
3:48think that the best copy wins. But in
3:51reality, it is almost never the best
3:54copy that wins. It is the most effective
3:57copy that wins. Let me explain. Your job
4:00is not to be clever. Your job is not to
4:02create a combination of words that puts
4:06someone it transports them into another
4:08state in another realm in their mind and
4:10makes them feel really good. It's about
4:12none of these things. It's not about
4:14using these psychological hacks and
4:15psychological tricks. It's literally
4:17just about it being effective. And the
4:19reason why I say that is because a lot
4:21of people just forego data just
4:23completely and all they want to know is
4:25like the uh the copywriting and and
4:27marketing like frameworks and things and
4:29those are good. Don't get me wrong. I
4:30have 4hour and 8 hour courses and things
4:33that you can watch after this video that
4:34focus on those heavily. That's a huge
4:37part of it. But it is not everything.
4:39When it comes down to it, data is a huge
4:42lever of what we're actually going to be
4:43using, right? It either converts and
4:45does really well or it doesn't. I've
4:47seen really pretty ads, really good ads
4:49with great graphics and an amazing
4:51amazing script, completely flop. And
4:53I've seen the ugliest ads that you've
4:54probably ever seen with like they're
4:56super repetitive. They sound like AI.
4:58They're just straight up not very good
5:00ads. Nobody would look at that and be
5:02like, "Oh man, this is an awesome ad."
5:03But it just works. It just it's the top
5:06spender in the ad account. It just it
5:08just is sometimes that is how it works.
5:11And we're not here to argue with that or
5:12be like, "Oh, well the quality of this
5:14copy is so much better than the quality
5:16of that copy." So, uh, it shouldn't
5:17work. It doesn't really matter if it
5:19should or shouldn't work. Uh, it's just
5:21the game, right? We play by the game's
5:22rules and we don't question it. Your job
5:24is to make money and not the pretty
5:26words.
5:28And so, one example of this, right, is
5:31we're going to go into the awareness
5:32spectrum. And a lot of people already
5:33know this, but I actually want to go
5:34deeper than the awareness spectrum, but
5:37this is uh knowledge that we all have to
5:38have a foundation already of in order
5:41for me to kind of talk about that. So
5:44there's the five awareness stages.
5:46Unaware, problem aware, solution aware,
5:49product aware, and most aware. So
5:50unaware is someone who doesn't even know
5:51they have a problem. These are people
5:52you're not really going to be very
5:53concerned with. Um the next is problem
5:56aware. So you recognize a pain or a
5:58need. The next is solution aware, where
6:00you know possible approaches, you know
6:02about some solutions already. Maybe
6:03you've tried some things. Product aware.
6:05They understand specific offerings. So
6:07they understand offerings and probably
6:08your offering as well. And then most
6:10aware is like they've been seeing your
6:12offerings. They've been seeing
6:13everything. They're just like waiting
6:14for a second to pull the trigger. Now,
6:18if you're writing um to a most aware
6:21audience with an unaware headline, it
6:23burns trust immediately or vice versa.
6:25So, if people don't know anything about
6:27you or they don't have your problem at
6:29all, um let's say for example that they
6:31don't have any pets, right? They don't
6:33have any pets at all and you have a
6:35special dog harness. Well, they either
6:38are unaware of that they have a problem
6:40or they don't really care that they have
6:41a problem or they already have a collar
6:42that they got for for $12 from Target
6:45and they don't think they need this
6:46special different harness that doesn't
6:47choke your dog. They're like, "Whatever,
6:49I don't really care." Right? Um and
6:50then, etc., right? So, if you're if
6:52you're saying something like, "Oh, 50%
6:54off this dog harness today and it's not
6:56the cheapest dog harness on the market."
6:58Then why would they care? They just
6:59simply don't. So, they're going to
7:00scroll past as soon as possible. So, um,
7:03that would be most aware marketing to an
7:04unaware audience, which would never
7:06really convert. And there's a reason why
7:09you have to know this, right? Because
7:10your your messaging has to match your
7:12audience. And in an ad account, you want
7:15a
7:16you want to a mix and match a lot of
7:18them. Some of them, you do want bottom
7:20of funnel or more um or more most aware
7:23or product aware, but then some of them,
7:24right, you you want to get the most
7:26amount of people. So, you might want
7:27people who are problem aware or just
7:29solution aware in general. So, We need
7:32to take this even farther. I like to
7:34talk about topic aare when I'm really
7:37really really doing my research. You
7:39see, the things that I've been uh
7:42learning and and seeing, especially as
7:44of lately, is that getting super
7:46specific on an avatar or a certain type
7:50of person is really what's going to help
7:52you unlock the most potential in um in
7:54ads in general. And this goes for
7:56anything. It doesn't have to be ads. It
7:57can be email copy, um landing page copy,
7:59etc. Knowing exactly who you are talking
8:02to because if you're just trying to talk
8:03to everybody, you're going to
8:04effectively talk to nobody. So being
8:06very specific helps a lot. So Eugene
8:09Schwarz's awareness levels tell you how
8:12aware someone is of their problem and
8:14your solution. But there's another layer
8:15that's incredibly important. That is
8:16topic awareness. This asks, what does
8:19this audience already know and what
8:22would actually be new to them? So
8:24imagine you're selling something that
8:26helps service businesses improve client
8:28retention. Your audience probably
8:30already knows keeping clients longer
8:32increases revenue. Good client results
8:34improve retention. Getting clients quick
8:37wins helps. Acquiring a new client costs
8:40more than keeping a current client.
8:44Those ideas might be true, but they're
8:46established knowledge. Building an
8:48entire ad around them won't create much
8:51curiosity. So, these are things that
8:52they already know. If you're making an
8:53ad, you're like, "Hey guys, guess what?
8:55Keeping clients longer increases your
8:57revenue." It's like you're telling
8:58people things that they already know. A
9:00lot of the times you actually want to go
9:01out of your way to educate some people,
9:04right? Because when it comes to ads,
9:06it's really almost the same as organic.
9:09What you're watching right now, you're
9:10watching this so that you can get
9:11educated so that you can get closer to
9:13your goal. Uh, whatever that may be,
9:15right? And people might be watching an
9:17ad because it educates them. It teaches
9:19them something new. So, you have to know
9:20what's established, what do they already
9:22know, what are they already hearing, and
9:23what are some things that are going to
9:25be true? with those belief shifts that
9:26you need to make in order to walk them
9:28towards whatever your product actually
9:30is. And just as a side note, I'm going
9:32to be actually walking you guys through
9:34building a um building a live creative
9:38right in front of you. So, we're going
9:39to build a brief just you and me. Um and
9:42we're going to build it from research.
9:43Okay? So, I have a few resources
9:45already, a few formats already picked
9:46out, and you guys are going to see me
9:48build one from scratch. It's going to be
9:49really easy and simple. So, instead,
9:50look for the knowledge gap. established
9:52knowledge, familiar but underused ideas
9:54and unknown/c counterintuitive ideas.
9:56For example, the established idea might
9:58be you need better client retention. The
10:01familiar might be getting clients a
10:03quick win improves retention them
10:05staying around. And then the and then
10:07the less known might be your
10:09compensation structure may actually
10:11incentivize your client success team to
10:13prioritize the wrong clients.
10:16The last one creates curiosity which the
10:18viewer thinks wait how? And then you
10:21talk to them more, you teach them more,
10:22you tell them about this crazy system
10:23you built, and then you make the sale on
10:25the back end. The topic awareness test.
10:27Before building an angle, ask yourself
10:29three questions. What does almost
10:31everybody in this market already know?
10:33Don't waste your hook actually
10:34explaining it. The second is, what do
10:36some sophisticated customers know, but
10:39most don't? Often great territory for
10:41education based ads. And finally, what
10:44would genuinely surprise even an
10:46experienced customer? This is where some
10:48of your strongest hooks can actually
10:50live. The more sophisticated your
10:52audience becomes, the farther you
10:54usually have to venture beyond
10:56established knowledge to to tell them
10:58something worth stopping for.
11:01And this brings me to my next point,
11:03which is making sure that you show and
11:04don't tell. Now, we talk about this a
11:06lot in copy in general, uh, but I went
11:09ahead and created a ton of different
11:11examples that you can actually use here.
11:13I tried to zoom it, but it's not going
11:14to do that. Okay, you can just watch it
11:15right here. So, there is 10 different
11:17types of demonstrations that you can
11:20use. And I'm going to also say that a
11:23lot of brands are going to uh just run
11:26with one or two or three of these and
11:28like only pretty much always use them. I
11:32want to really challenge you and you can
11:33uh download everything you see here.
11:35This entire um slideshow is down below
11:38in the free copy starter kit. Um just as
11:40a side note, we just uh fixed the
11:42software. There was a software bug in
11:44there. So, if you go and download the
11:45free copy start kit, you will get
11:47absolutely everything, access to the the
11:49Discord, the school community, a whole
11:51bunch of lessons and resources just like
11:52these ones that you're seeing right
11:54here. Having this beside you while
11:55you're actually making your copy is
11:57going to be extremely valuable because
11:58you get to you get to sit there and
11:59think, all right, is there any way that
12:01I can use one of these in the product um
12:04brief that I'm making? So, let's go
12:06through them one by one. Number one is
12:08the direct product demonstration. This
12:09is one of the most simple ones. You just
12:11demonstrate how the product is used. The
12:14example that we have here is that
12:15there's a dirt. There's dirt and mess.
12:17You use the vacuum cleaner and you clean
12:18the mess up. Next is before and after. A
12:20lot of these are going to look and feel
12:21very similar, but again, they're a
12:23little bit different. Show the
12:24customer's starting point versus the
12:26desired outcome. A lot of people do this
12:27with like skincare, for example, where
12:29at once they were f they were totally
12:30breaking broken out and now they have
12:32very clear and nice skin. A sideby-side
12:35comparison with their product versus
12:38another pro popular product or just
12:40other products in general. Okay. Next is
12:42the problem demonstration. So you're
12:44demonstration demonstrating what the
12:46problem actually is. So if it is um
12:50again, we'll go back to the dog collar
12:52one. If your dog's actually getting
12:54choked or your dog's just um dragging
12:56you instead of you actually walking it,
12:58well that might be why you need this
13:00other type of collar. That's just
13:02showing them what the actual problem is.
13:04The mechanism demonstration. So, let's
13:06say you have a a cat fountain and the
13:08special unique mechanism is that the
13:11dirty and the clean water don't mix.
13:14Well, you could put like water dye in
13:16one side of the tank and then have the
13:18cat drink out of one and you can see
13:20that they don't actually mix. But then
13:21you can demonstrate how on a regular cat
13:24fountain, it's the opposite, right? The
13:26dirty water actually goes through
13:27absolutely everywhere. Next is the speed
13:30demonstration. So, you can show how fast
13:32something actually takes to do. Okay?
13:34So, you can show somebody actually
13:35walking into their apartment, taking a
13:37meal delivery uh kit out of their
13:40fridge, putting it in the uh microwave,
13:42and that might have taken them 10
13:44seconds, and then the it stays in the
13:46microwave for 2 minutes, so they can
13:48just eat as soon as they get home. And
13:50then you can also use another one of
13:52these, like a side-by-side comparison of
13:53somebody taking out the potatoes,
13:55cutting them up, and then doing the
13:57whole nine yards. Ease of use
13:59demonstration, right? So, if you have a
14:00a product, you can just show how easy it
14:02is to use. Next one is stress test.
14:04You've probably seen a lot of these
14:05ones. I've seen a lot of them as well.
14:06You take a phone in a phone case and you
14:08throw it off of a bridge. Then you go
14:10down, you're like, "Wow, the phone
14:11actually still works." Um, it's like the
14:13extreme version. Nobody's going to be
14:14throwing their phone off bridges. But
14:16again, it just shows you how safe it
14:18will keep your phone. Next is the
14:19quantified demonstration. So, this is
14:22where you put something like 300 lb on a
14:24table and you say, "Look at how much it
14:26can do or lasts 12 hours or holds 40%
14:30more," for example. And finally is the
14:32lifestyle demonstration. This is where
14:33you just show someone going through
14:35their daily life and the cascading
14:37effect it can make. So for example, if
14:40we're going back to the meal prep uh
14:42example, you can go with the oh show see
14:44show them how fast it is. But you can
14:46also go with the now they have more time
14:48to spend with the kids. Now they can go
14:50out camping on a weekend trip because
14:52they're not exhausted from cooking.
14:54Right? These are all different types of
14:56uh examples that you can use and you can
14:57mix and match and try to use as many as
14:59you can. Okay, to simplify everything, I
15:02put it into this prove framework. P R O
15:05V E. Don't just tell, prove it. Five
15:07ways to demonstrate value in your ads.
15:09One is the problem. Demonstrate the
15:10problem. Make the pain, frustration, or
15:13inconvenience actually visual. You can
15:15ask, can I show the pain? Next is
15:16results. Show the transformation from
15:18before to after. Next is operation. Show
15:21how the product works or why. V is
15:23versus. So, compare the alternative and
15:25show why yours is better. And finally is
15:27E, which is the extreme. push the
15:29benefit to the extreme to make it
15:31undeniable.
15:33And then finally is the FBD
15:36framework which is very simple, right?
15:38It's feature, benefit, desire, and
15:40demonstration. In copyrightiting, we
15:42often talk about features and benefits.
15:44A feature is something that the product
15:47actually has. If you're talking about a
15:49hearing aid, it could have a certain
15:51type of driver, the HBTK chip. Or if
15:54it's an iPhone, it has some sort of uh
15:56iPhone A16 Bionic, whatever, whatever.
15:59To most people, they're going to be
16:00like, "What is that?" Right? This is
16:01where a lot of beginners are like, "Oh,
16:03it has this cool thing. It has that cool
16:04thing." But the benefit is what it
16:06actually lets you do. Right? If the
16:08hearing aid example, it lets you hear
16:10farther than most people who don't have
16:13hearing aids in or or it lets you um
16:17whenever there's a loud noise, the
16:20volume turns down, but when there's
16:22quiet noises, the volumes turn up.
16:25That's a pretty awesome benefit. And
16:27then finally is the desire. It's like
16:28what is the really primal desire that
16:31people have? So, for example, if you
16:33were to have one of those automatic
16:34vacuum cleaners, the um feature might be
16:38that it has doublesided whatever vacuum
16:41blades and then the benefit is that it
16:44can clean up. Most of them only have
16:46one, so they can clean up from one
16:47corner at a time. But if you have two,
16:49then you can just clean better and
16:51there's going to be less dust. The
16:52actual desire is that when people come
16:54over to your house, they're going to be
16:56saying how amazing and good everything
16:58looks and you're going to be able to
16:59calm down your anxiety of that feeling
17:01when other people are coming over and
17:02you're like, "Okay, now I have to make
17:04my home absolutely spotless." You're
17:06going to save yourself time, etc., etc.
17:08So, like what are the very, very
17:09deep-seated desires? And then you want
17:11to move on to the demonstration. You
17:12demonstrate. You show all those things
17:15that I just showed you and told you
17:17right there question. Okay? And this
17:20goes with the FBD. What we just learned
17:22question here. Our customer is often
17:26right in their uh 40s and up getting
17:29into facial wellness and skincare.
17:32Sometimes for herself, sometimes as a
17:34gift, what do you think actually drives
17:37her to buy something like this, the
17:38facial longevity facial skincare? What
17:40is she really after? So this is the
17:42question that's what is the true true
17:44true deep desire? You can pause the
17:46video right now and go down and comment
17:47it. Um, so then you know we can all kind
17:49of like work on this together. You tell
17:51me what you think. But moving on to the
17:53answer now or at least one way to answer
17:56it. Um, I like this question because
17:58most people will stop at something like
18:01oh she wants nicer skin or she wants
18:03fewer wrinkles but great copy keeps
18:05asking so what until you get to what she
18:08really wants. She doesn't want smoother
18:10skin. She wants to get asked for her ID
18:13when she buys alcohol and get a little
18:16ego boost. She wants to play guess my
18:18age. The the guess my age game. Have
18:21someone guess 32, watch their reaction
18:24when she tells them that she's actually
18:2547. She wants to stand beside friends
18:28her age and not feel like she looks like
18:30the old one. These are the most primal
18:34desires that I'd want to uncover through
18:37research. The skin care result is not
18:40what she buys, but the confidence,
18:42attractiveness, youth, and validation
18:44behind it. And that's what can really
18:47drive the purchase. So that is the true
18:49idea. That's a big takeaway from right
18:51here. And this question answer was
18:53actually something I answered on an
18:54application. Okay. So how do we actually
18:58do that? [laughter]
18:59Um well so now how do we put it all
19:02together? Right? Cuz cuz we talked about
19:03it. We talked about how to do it. Now I
19:05want to talk about putting it all
19:06together which is why we use the forge
19:08framework.
19:10F O R G E. So F stands for formats. This
19:13is for creative strategy um specifically
19:16because I mean it's the highest uh it's
19:19the highest paying and the the best
19:20application of copywriting so far right
19:23now in 2026. O is organic outlier. So F
19:26is for format. So what what's the what's
19:28the container that our ad is going to be
19:30in? Is it going to be somebody just
19:31talking to the camera like this? Is it
19:33going to be um an animation? Is it going
19:35to be a song? Is it going to be a
19:37comparison? Right? So what is the format
19:39going to be? Next is the organic
19:40outliers. We want to look for trends.
19:42ideally in organic when you're looking
19:44for net new concepts. Net new concepts
19:47means this isn't just you coming up with
19:49another way to say what already works in
19:51your ad account. This is you coming up
19:52with a brand new way to say things
19:55because this is where the huge scaling
19:57capabilities actually are. Next is real
19:59stories. Getting real stories and
20:00first-person stories extremely
20:01important. I'm going to show you how to
20:02do that here soon. G is for grievances.
20:05This is where you find specific
20:06problems, objections. Then finally E is
20:09enemy which is more specifically uh
20:11objections and weaknesses in the
20:13solutions that they are already using.
20:16So I have one organic video example
20:19right here which is a format that I
20:20think is really cool that I haven't seen
20:22any ads do. And this is where you can
20:24find formats that are going to be trend
20:26setters. Cuz if you're just following a
20:27trend and seeing what all the other ads
20:28are doing, sure you might, you know, get
20:30it get an ad that actually pops off. But
20:33if you're the trend setter, if you're
20:34the first person to do it, um you're
20:36going to be the one that actually gets
20:38all of the growth from that. So, let's
20:40watch.
20:44>> Educational content is not dead, but
20:46boring educational content is absolutely
20:47dead. Here's a videoformational
20:52content is not dead, but
20:52boringformational content is 100% dead.
20:54This is so
20:56>> So, basically, he's actually just
20:57showing his format getting copied. And I
20:59thought that this was a very cool
21:01format. Um, not even just the him
21:03reacting to somebody else ripping off
21:04his video, but just even the part where
21:06it's like the two phones and they come
21:08into the screen and they have the
21:09subtitles. I think that you could just
21:11make any ad and put it in this format.
21:13It can just be a little bit more
21:15engaging than just a straight up talking
21:17head. So, that's just one really simple,
21:20easy example. If you're just scrolling
21:21through organic, you're like, "Wa,
21:22that's actually a really cool idea."
21:23Just use it. Use it in your ads. Um, the
21:25other I have here is some first-person
21:27stories. So, um, I'm actually not going
21:29to go into these cuz I have some
21:30first-person stories written down below
21:32already. And then I have grievances and
21:34enemies. So, um, there's a couple of
21:37reviews here that are one-star reviews.
21:38So, going through one star reviews,
21:40you're able to get a really good idea of
21:42what exactly it is that people don't
21:43like. I was disappointed by this
21:44product. I was hoping to it to be easy
21:46and messfree. So, we can just use their
21:49language, right? Note, they want it to
21:51be easy and messree. You don't want to
21:53improve on the language. You don't want
21:55to say it different. You don't want to
21:56say it better. want to just take the
21:57exact words that they said and I thought
22:00I would not have to deal with it all the
22:01time. Unfortunately, if you want the
22:03water to be replaced often, sorry, if
22:05you want the water to be replaced often,
22:07then it needs to be filled almost daily
22:08and emptied. Then the top tray doesn't
22:11completely come apart to clean, which I
22:14wasn't aware until finally receiving or
22:16I wouldn't have purchased it. So, make
22:18sure everybody knows it is actually a
22:20cleanable or not cleanable. Such a
22:21bummer. I've been on a search for a
22:23good, easy to clean, less fuss fountain
22:26and I'm going to have to go search and
22:29possibly waste more money again. Again,
22:32this is just frustrated people. This is
22:34the solution aware audience. Next, total
22:36scam company. Uh, received a cheap
22:38knockoff product drop shipped from China
22:40that was dead on arrival. So, that that
22:42language right there, right? Um, other
22:45other cat fountains will come and they
22:47they're dead on arrival, but we have
22:48really good service. That might be one
22:50one thing that we could say inside of
22:51our ads or on the landing page probably.
22:53Customer service ghosted me. I filed a
22:55complaint with PayPal, etc., etc.,
22:57right? Basically, he had to go through a
22:58whole lot of stuff and he had to go
23:00through a uh pay 60 bucks just to ship
23:02it back, which is insane. So,
23:06now I have this huge entire infographic
23:08which incorporates a lot of the things I
23:09already talked about, but even more
23:11stuff. Again, if you want this and a ton
23:13more infographics and helpful things to
23:15get you started, um, then this is down
23:17below in the free copy starter kit. Uh,
23:19as you can see, there's just a ton of
23:20frameworks that you can use, um, in
23:22order to never, this one specifically to
23:24never run out of creative ideas. So, now
23:28we're going to make a quick little brief
23:31and we're going to do that with Chat
23:33GBT. So, um, I'm going to open it up
23:35here and we're going to get started. All
23:36right. So, first we're going to start
23:38with bully bunches. These are basically
23:41J dog dog like chew sticks. Um, so we're
23:43going to go through and look at a couple
23:45of their ads just to get a general idea
23:47of what type of ad they already make and
23:49then we're going to go and make our own.
23:51Again, guys, this is going to be very
23:52very fast. Um, I know I want to really
23:54respect your time here. So, I'm not
23:56going to go through and do a an extreme
23:58deep dive and uh research and stuff
24:01because I already have four and eight
24:02hour courses on how to do those things
24:04which you can watch after this one. So,
24:05right now, let's go and check it out.
24:07Look at how thick this bully stick is. I
24:09tried everything. Rawhide, rope toys,
24:12those red rubber things with peanut
24:13butter. No, they either destroyed them
24:15or got bored in under 20 minutes. Then I
24:17found bully bunches. They can last for
24:19hours. And she's finally stopped trying
24:21to chew up remotes and shoes. They come.
24:23>> Okay, so notice there's tons of
24:24demonstration and they're talking to a
24:26um a solutionaware audience who have
24:29already tried all these other things as
24:30well. Maybe they're shopping for um
24:32another solution and uh Bully Bunches is
24:36going to present themselves as the best
24:38one. Then we have this one for example.
24:40Here's my tier list of the top dog chews
24:42on the market. F-rade rawhide bleached
24:45cattle hide treated with chemicals
24:47indigestible. One of the top causes of
24:50chew related blockage surgeries.
24:52>> Okay, so right, why is there a human
24:56x-ray [laughter] on the screen? That's
24:57hilarious. Um, so what we're seeing here
24:59is a very very popular format which
25:02we've already seen before the uh the
25:04tier list. Okay, so he's doing the the
25:06the tier list and then he's starting
25:07with F tier and he's probably going to
25:09work his way up. And what is he doing
25:10here? Again, he's talking to a solution
25:12aware audience and he is throwing stones
25:13at competitors saying why they're not
25:15good. These these guys aren't good.
25:17These guys aren't good. These guys
25:18aren't good. These guys are good. These
25:20guys are good. But we can we we created
25:23one that's just the best of both worlds.
25:25These ones are just okay, but they're
25:27also just super expensive. Or these ones
25:29are okay, but uh they also just have
25:32this one flaw. So, we decided to make
25:34our own. And that's why Bully Bunches is
25:36the best, etc. And then we're going to
25:38watch one more.
25:39>> They come in different sizes, so you can
25:40match it to your choice.
25:41>> So, this one is more uh product aware.
25:44So, as you can see there, she's
25:45answering a question. This is like a
25:47very Tik Tok native looking ad, and it
25:51says, "What size should I get for my
25:53dog?" So, this is for the people who are
25:54like most aware or they're like thinking
25:56about getting one but they're not sure
25:57what size to get, not sure how many to
25:59get, not sure, etc., right? Uh, these
26:02often look like um urgency or sales um
26:05as well. So, we got a decent idea of
26:08what that is supposed to look like. So,
26:11now I'm going to go through some first
26:12person stories and some posts here on
26:14Reddit. Um, Reddit is a great place to
26:16look for lingo and how people are
26:19talking and also what people are
26:21actually experiencing as well, what the
26:22market is saying, because this is them
26:24talking amongst each other um, with no
26:26brands basically watching or at least
26:28they don't think that they are. So, can
26:30someone recommend a long-lasting choose
26:32for heavy chewers? So, right off the
26:34bat, heavy chewers. If your dog is a
26:36heavy chewer, right, these are things
26:38that I don't have a dog, so I wouldn't
26:39really know to talk it to to to talk
26:41like that or to say um some lingo in
26:43that way. I have a large breed dog who
26:46loves treats and chews. I'm always
26:48looking for new chews, especially as she
26:50tends to go through them very quickly. I
26:52give her the same ones in a row. She
26:54usually remembers the most efficient
26:55ways to finish them off as quick as
26:57possible, or at least it feels like it.
26:58I've recently found an online shop that
27:00sells dehydrated treats, which I'm
27:02currently been using. Um been a few
27:04options, fairly few small business uh
27:07for heavy chewers, especially buffalo
27:09ears, beef trachea, and beef scalp. So,
27:13as a non-d dog owner, I can't I can't
27:16find them people feeding their dogs
27:18like, you know, like lamb shoulder and
27:21beef scalp and uh buffalo scrotum and um
27:26elf booty cheek, like all these other
27:27weird things. So, I wouldn't know to say
27:29that. Maybe there's somebody who's like,
27:31"Oh, I've tried every single part of the
27:32bull and none of them actually this is
27:35like yak and and other weird parts." So
27:37again, more stuff uh that I wouldn't
27:40actually know about the uh the the
27:43avatar themselves. So, are there any
27:45safe chews for dogs aside from bully
27:47sticks? So, this guy's actually looking
27:49for safe shoes. And also, he even me
27:50mentions the product that we're going to
27:52be writing for here. Currently, have a
27:53three-year-old dash hound and a 9-month
27:55old Doberman. Both are little chew
27:57gremlins. I think that's funny and
27:58endearing language. I might use chew
27:59gremlins as well. They both get tons of
28:01exercise in training uh through sports
28:04and play, but sometimes I just want to
28:06watch them settle down, keep a peace for
28:08a few minutes. So far, only shoes I
28:10found that actually seem totally safe or
28:12bully state bully sticks. The only
28:13downside is that these last about 30
28:15minutes each and are costing me
28:16literally hundreds of dollars a month.
28:18Dang, that's crazy. Uh my dog is
28:21obsessed with these limited ingredient
28:24collagen shoes. They don't break off, so
28:26that's something else that they want,
28:27right? So, we got a desire as well. They
28:28don't break off and they get a little
28:30softer as they get wet from saliva
28:32turning into sort of a hard gelatin. I
28:34cannot recommend these enough. So, all
28:36I'm going to do is I am going to uh go
28:41to chat, right? And I'm going to write
28:43it down here on the left. I'm going to
28:44ask chat on the right. And I'm just
28:46going to say something like this. So, I
28:49want you to make me a brief. First, I
28:54want you to write me a bunch of concepts
28:55that we're going to go off of. I'm going
28:57to give you a bunch of Reddit posts. I
28:59want you to use a lot of their language
29:02like two gremlins or some of their other
29:04language that they like to use when
29:06they're describing their dogs or
29:08describing their problems or describing
29:09some of the things that they actually
29:11want. For example, they want two toys
29:13that don't just break apart into
29:15multiple pieces. They want ones that um
29:18are actually safe for dogs and
29:19digestible, but don't just vanish within
29:22minutes.
29:26The ads are for a company called Bully
29:30Bunches. So, I want you to do some
29:32research and really understand their
29:34product, the product line, and what some
29:36of their ads are already saying and
29:38doing.
29:40So, that was my voice. Uh, and that's
29:42how I just prompt it. And then I'm
29:44actually going to give it the research
29:46as well. So, I'm just going to go over
29:47here and I'm going to copy this. And now
29:50this might seem like to to normal people
29:53they're going to look at this and say
29:54like whoa this is too easy, right? I
29:56mean right now we're kind of just
29:57building it, but um I mean this is
30:00basically all there really is to it. Um
30:03you don't have to over complicate it.
30:04You don't have to just sit here and
30:05stare at a blank screen. You could just
30:08go through and feed a lot of it to AI so
30:11that it has context and then have it
30:13build your ideas for you. um you're not
30:16going to be again you don't want to just
30:18copy and paste this stuff right from
30:20chat. Okay. And then the next thing is
30:22that we want to make sure that uh chat
30:25is formatting things correctly and uh
30:28giving us some really good ideas. So
30:30concept number one is two gremlin test.
30:32The core idea make two gremlin an actual
30:35dog category. UC owner introduces their
30:37dog almost apologetically. This is
30:40moose. Moose is what I lovingly refer to
30:41as a chew gremlin. Then rapidly rapid
30:44fire graveyard of destroyed chews. $20
30:48toy dead. Heavy duty chew dead. The
30:50little rubber thing dead. Oh, so this is
30:52like basically the same as uh one of the
30:54ads we already looked at. Okay. Then
30:56bully bunches. The interesting part is
30:58that we're not saying this survives
31:00longer. We're saying finally something
31:01made for dog treats normal to like
31:04appetizers. Mhm. Products, right? Visual
31:07hook. So we could use that. Uh chewing
31:09me out of house and home. This line
31:12right of post is gold. My dogs were
31:14literally chewing me out of house at
31:17home. So this basically means like this
31:18is expression for being like a making me
31:20go broke from chewing so much. Then show
31:23the economics. Owner keeps buying $10 to
31:25$20 chew toys. Ah, that's actually
31:27pretty sick. Swallowed. And also taking
31:30to your vet. Take your dog to your vet
31:31would Oh my gosh. I wouldn't even want
31:33to know how much that would cost.
31:34[laughter]
31:35I wouldn't even want to know. All right,
31:36I'm going to go with this one. I like
31:38this one. So, uh, I'm just going to go,
31:41um, ask Chad GBT. Yeah, ask. And I'm
31:46gonna, let's go with this one. What I
31:49want is you to name the concept, tell me
31:53the angle, and then I want you to give
31:56me about five
31:59or so lines of script dialogue. And then
32:03the next line is you describing the
32:06visual for the creator and the editor so
32:08that everybody is on the same page on
32:10what exactly is going on.
32:15Then I want you to also give me three
32:18different separate hooks
32:21that we can test that all go with the
32:23same body. As for this ad, I want it to
32:27be about 1 minute long.
32:33All right, that's it. We let it rip. And
32:35now we're going to see exactly what it
32:38does. So, um, I told her to give me
32:40three hooks because when you're testing
32:41ads like this, you can just batch them
32:43up into a group of three. Facebook or
32:46Meta will test all the hooks and then
32:48use whatever one is better in order to
32:51um, actually just keep spending money on
32:53that one because this is something
32:55that's like low hanging fruit. You might
32:56as well always pretty much do it. So,
32:58Mhm. My dogs [clears throat] were
32:59literally chewing me out of house of
33:01home. Uh, I swear I was spending
33:03hundreds of dollars on shoes and
33:05indestructible toys and my little chew
33:08gremlins would absolutely annihilate
33:09them. Okay.
33:12And let me go down to the body. I tried
33:14buying cheaper chews, but they'd
33:16finished them faster. I tried the
33:17expensive heavy chewer stuff and somehow
33:20I was spending more money just to watch
33:22them destroy it. Eventually I realized I
33:24didn't need something indestructible.
33:26Okay. I wanted something he could
33:28actually eat and enjoy. Didn't
33:30disappear. Mhm. They're made from Yeah,
33:34this is all right, but I really want you
33:36to create a price anchor around how much
33:38it was genuinely costing them. So, I
33:41would get $20 this and that, $40 that,
33:44and give them one every single day, and
33:46it would literally cost me hundreds of
33:48dollars per month.
33:51And this was one of the very unexpected
33:54costs on top of having a dog. Not to
33:57mention
33:59some of them
34:01I found out afterwards weren't actually
34:04the best quality and the most digestible
34:06and they made his tummy sore. There was
34:08a couple times I was scared I would have
34:10to go to the vet which would have cost
34:13me hundreds if not thousands of dollars
34:15as well.
34:17This way we are positioning our chew
34:22sticks as the premium option but premium
34:25in still going to save you money in the
34:28long term. Sort of the whole idea of buy
34:31once cry once or being cheap or going
34:35the cheap route is expensive in the long
34:37run. So try again.
34:41So you get it right. Whenever chat is
34:43going to give us an output we want to
34:45argue with it constructively. tell it
34:47what we actually want and let it rip
34:50again. So, let me go again. The hidden
34:52cost of a chew gremlin. Nobody warned
34:56me. This would be one of the most
34:58expensive parts of owning a dog. $20 on
34:59these, $40 on those. Give my little chew
35:02gremlin something basically every day.
35:04And suddenly, I'm spending hundreds of
35:05dollars a month on things he's literally
35:08eating. Okay, that's a great hook. Go to
35:10the body. I'd buy a 20 pack $20 pack
35:13here, a $40 bag there. But because he
35:16destroy or finished them so quickly, I
35:18was giving him something new almost
35:19every single day. And when I finally
35:20added everything up, I realized trying
35:23to save money on his shoes was costing
35:25me a small fortune. Yeah. Yeah. Okay.
35:28Okay. Yeah. Uh and then I found out some
35:31of the stuff I'd been buying wasn't even
35:33something I really wanted him eating. A
35:35couple of them upset his stomach badly
35:37enough that I was sitting there
35:39thinking, "Great. Did my $10 chew toy
35:41just turn into a $1,000 vet bill?" Mhm.
35:43Mhm. That's when I stopped looking for
35:46the cheapest option and started looking
35:48for something I'd actually feel good
35:50giving him every single day. Okay, so
35:52that's basically it. That right there is
35:54more or less our concept. All I would
35:56really do here is take this UGC format.
36:01Yeah. And I would put it here. I would
36:04iron out some of the weirdness, some of
36:06the inconsistencies, some of the things
36:08that I don't like. But um overall,
36:11that's basically it. That's the brief.
36:13That's what I would put out. Um, it
36:15would probably take me a few more
36:16minutes than what I just showed you
36:18because again, like I said, I'd have to
36:20clean it up. I'd want it to be really
36:21good. But that's it. That's how you use
36:23all of the principles that I just showed
36:25you and also just create a brief from
36:27scratch. So guys, now it's your turn,
36:29right? Get out there and actually use
36:31all the things that I've been showing
36:32you and teaching you. If you want to
36:33learn even more and more copyrightiting
36:34principles and how to get clients and
36:36all the rest, all that is on this very
36:38channel. I have 4hour long courses, 8
36:40hourong courses, a 16-hour long course
36:43as well. So, I got basically everything
36:44you could ever need. Free copy starter
36:46kit is down below as well, which is a
36:47huge collection of resources. Anyways
36:49guys, that's it for now and of course
36:50I'll see you guys on the next one.
36:52Peace.

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