Summary of "Copywriting Tutorial: How To Write The Headlines That Don’t SUCK"
Summary of "Copywriting Tutorial: How To Write The Headlines That Don’t SUCK"
This tutorial by Alex from the Copypasta YouTube channel focuses on how to write effective, compelling headlines by tailoring them to the five levels of customer awareness, a concept introduced by Eugene Schwartz in Breakthrough Advertising. The video emphasizes the importance of understanding where your audience is in their buying journey to craft headlines that hook, connect, and convert.
Main Ideas and Concepts
- Avoid One-Size-Fits-All Headlines: Different audiences require different hooks and messaging depending on their familiarity with your product and problem.
- Customer Awareness Levels: Key to writing effective headlines is identifying the prospect’s level of awareness about the problem, solution, and your product.
- Five Levels of Customer Awareness:
- Totally Unaware: Prospect doesn’t know they have a problem or that your product exists.
- Problem Aware: Prospect knows they have a problem but doesn’t know solutions.
- Solution Aware: Prospect knows solutions exist but not your product specifically.
- Product Aware: Prospect knows your product but isn’t convinced to buy.
- Very Aware: Prospect is a loyal customer or fan, ready to buy or upgrade.
- Tailoring Headlines to Awareness Levels: Each level requires a different headline focus and style, from educating and creating awareness to offering incentives and clear calls to action.
- Using Real-World Examples: The tutorial uses the brand Lark (self-cleaning water bottle) to illustrate how headlines and ads can be crafted for each awareness level.
- Headline Writing Pyramid: Alex introduces a pyramid framework to organize headline strategies by awareness level, paired with guiding questions to help identify the right messaging.
- Research and Inspiration: Encourages researching competitors’ ads (e.g., via Facebook’s Ad Library) to see how they address different awareness levels.
- Practical Steps to Write Headlines:
- Research ads in your niche.
- Identify the awareness level of their headlines/hooks.
- Use the Headline Writing Pyramid and guide to create your own headlines for each level.
- Additional Tips:
- Use storytelling, education, or secrets to engage totally unaware audiences.
- Focus on pain points, solutions, and benefits for problem-aware prospects.
- Leverage social proof and unique selling propositions (USPs) for solution-aware prospects.
- Apply scarcity, bonuses, and incentives for product-aware prospects.
- For very aware customers, offer upgrades, add-ons, and new offers with clear calls to action.
- Call to Action: Alex invites viewers to download the Headline Writing Pyramid template and guide from the video description and subscribe for more copywriting tutorials.
Detailed Methodology / Instructions for Writing Headlines Based on Customer Awareness
- Level 1: Totally Unaware
- Goal: Educate and create problem awareness.
- Use broad, attention-grabbing hooks.
- Use storytelling, secrets, quizzes, or educational content.
- Example headline focus: “What’s inside your water bottle?” or “Don’t get sick from your water bottle.”
- Level 2: Problem Aware
- Goal: Empathize with the prospect’s pain and introduce the problem clearly.
- Focus on pain points, solutions, and benefits.
- Use targeted ads based on demographics or behavior.
- Example headline focus: “Protect yourself from bacteria in your water bottle.”
- Level 3: Solution Aware
- Goal: Differentiate your product and build trust.
- Use social proof (testimonials, reviews).
- Highlight your USP and what makes your product unique.
- Example headline focus: “The world’s first self-cleaning water bottle with patented technology.”
- Level 4: Product Aware
- Goal: Encourage immediate purchase.
- Use scarcity, discounts, bonuses, or free trials.
- Be direct and clear about the offer.
- Example headline focus: “Take $20 off and support frontline workers.”
- Level 5: Very Aware
- Goal: Retain loyal customers and encourage upgrades or repeat purchases.
- Offer new versions, bonuses, or add-ons.
- Keep messaging simple and direct.
- Example headline focus: “Shop now,” “Upgrade your bottle,” or “Personalize your bottle today.”
Recap / Summary Steps to Write Headlines
- Research ads and copy in your niche.
- Identify the awareness level of the audience the ad targets.
- Write headlines tailored to each level using the pyramid and guiding questions.
- Build a swipe file of headlines for future use.
- Apply this methodology beyond headlines to all copywriting assets.
Speakers / Sources Featured
- Alex – Host and copywriting expert from the Copypasta YouTube
Category
Educational
