Some of us were born with talents. We don't need to have a lot of effort to get good at something. But most of us think the opposite way. I am not gifted with the talent to do so, will i be able to compete in a competitive environment?
Well this thought brought the debate of nature vs nurture. However, I believe that hard work, perseverance and resilience beat talents. It has been proven !
If you are not convinced, the saying of hard work beat talent came from the mouth of Kevin Durant. But there is a condition to it.
'Hard work beats talent when talent fails to work hard.' This is the principle that keep me going in doing copy writing.
We will go with the basic first. What is a copy writing? Dan Lok addresses copy writing as one way to sell millions without ever opening your mouth ! Can you believe it?
According to Neil Patel, pain point can help us to:
- move someone to do something
- create more conversion
- helps your audience to go to the next stage of purchase
Identifying pain point has helped me tremendously in doing copy writing. For me, it creates more engagement and helped you to give relevant content to your audience.
Imagine that you have a bottle of water. In some country, tap water taste bad and the water is not drinkable. You would rarely order a bottle of water when you go to a cafe. Why? They put a lot of margin there and you know that you can get it for better price somewhere else. Getting a cup of cappuccino is better anyway. You don't have to buy the machine that costs you tons of money, right?
But let's see the other situation. You're playing basketball with your friends. Your team is losing and the time is up. No one in the court brought a bottle of water but you, yes, you are smart and you brought one with you.
You can do the same thing as the restaurant, selling them at a high price to your friends. Why? Yes, you guess it correctly again this time. It is the most valuable thing in the court as no one sells water bottle there. The only thing that arguably could stand a chance in value might be......... friendship.
The second scenario is an example of pain point. When you know someone's pain ( the thirst for water) and you found the opportunity where you can fit in (offering your water), what you write will be noticed.
This is one of the reason why I would open my copy writing sentences with problems that have been irritating the audience. But how could I know those problem? Through research of course. When you know the problem that your audiences are facing and you offer some kind of relief, they will take your content more appropriately.
Let's take a look at this amazing copywriter and see by yourself how they utilize their research and pain points. I will link you to their instagram profile and let you experience by yourself how they did it.
Dan Lok
As a solid figure, he points out the laziness or struggles you've been facing. When you follow his feeds, you will feel miserable and give you an urge to change or to do actions outside of your comfort zone.
Jouska ID
This is a financial company that has strong engagements with its followers. Through an amazing use of insta story features, not only they bring mass pain to surface, interacts with the audience, and got the answers from its own community. A brilliant idea i must say.
Its instagram post is also interesting, it is posted in bahasa Indonesia. So if you could speak Bahasa Indonesia, I would recommend you to take a good look. Observe how they pain point financial struggles faced by millennial.
Notable persona: Nusr_et#Saltbae
Who doesn't know this guy? He actively travels around his restaurant all around the world and put celebrities into his food. His daily insta stories revolves around entertaining food attractions and work out. His persona makes people want to put 'eating at nusr_et' as one of your bucket list.
One of the reason I put Salt bae is because he doesn't have to speak as well to sell his product. So, I would consider this as creative copy writing. After all, how you perform not only relies on copy writing. Copy writing helps you to do things above, but the content that you are giving have to be relevant as well. It is a balance of copy writing + media design.
Well this thought brought the debate of nature vs nurture. However, I believe that hard work, perseverance and resilience beat talents. It has been proven !
If you are not convinced, the saying of hard work beat talent came from the mouth of Kevin Durant. But there is a condition to it.
'Hard work beats talent when talent fails to work hard.' This is the principle that keep me going in doing copy writing.
We will go with the basic first. What is a copy writing? Dan Lok addresses copy writing as one way to sell millions without ever opening your mouth ! Can you believe it?
If you watch the video, you can agree that the point of hardwork is shown through the first point that Dan said.
Copywriting is 80% research.
The reason that I agree with this statement is because when we want to persuade others to do something, we need to be convincing. As a copy writer, you need to know the problems faced by the audience. By doing so, you can tell them why your content would relate with them. This is called pain point.
According to Neil Patel, pain point can help us to:
- move someone to do something
- create more conversion
- helps your audience to go to the next stage of purchase
Identifying pain point has helped me tremendously in doing copy writing. For me, it creates more engagement and helped you to give relevant content to your audience.
Imagine that you have a bottle of water. In some country, tap water taste bad and the water is not drinkable. You would rarely order a bottle of water when you go to a cafe. Why? They put a lot of margin there and you know that you can get it for better price somewhere else. Getting a cup of cappuccino is better anyway. You don't have to buy the machine that costs you tons of money, right?
But let's see the other situation. You're playing basketball with your friends. Your team is losing and the time is up. No one in the court brought a bottle of water but you, yes, you are smart and you brought one with you.
You can do the same thing as the restaurant, selling them at a high price to your friends. Why? Yes, you guess it correctly again this time. It is the most valuable thing in the court as no one sells water bottle there. The only thing that arguably could stand a chance in value might be......... friendship.
The second scenario is an example of pain point. When you know someone's pain ( the thirst for water) and you found the opportunity where you can fit in (offering your water), what you write will be noticed.
This is one of the reason why I would open my copy writing sentences with problems that have been irritating the audience. But how could I know those problem? Through research of course. When you know the problem that your audiences are facing and you offer some kind of relief, they will take your content more appropriately.
How do you start your research?
I will try to make it simple for you. It is not that hard, but it takes some effort. Remember, your hard work in research can help you to compete with others that could write better than you (3L)1. Look for the issues
We live with problems in our life. Innovative products are created to make our life more convenient. Usually, I would use third party apps or website that shows the problem that people is facing. semrush is a good example. You can see what keywords people are using when they are irritated by certain kinds of problems and what related keywords people are using.2. Look for corresponding information
If you are doing copy writing for social media, you can look for articles and use them as reference to solve their problem. Be as creative as you can, references could be in form of videos, info-graphics, statistics, etc. semrush also provides some of the answer you are looking for.3. Let them feel the pain
This might seems cruel, but sometimes we need pain. You know your workout is doing good when you started to feel the post work out pain. start with the problem they are facing and after that, you can go with how your post can give them a sense of relief.Let's take a look at this amazing copywriter and see by yourself how they utilize their research and pain points. I will link you to their instagram profile and let you experience by yourself how they did it.
Dan Lok
As a solid figure, he points out the laziness or struggles you've been facing. When you follow his feeds, you will feel miserable and give you an urge to change or to do actions outside of your comfort zone.
Jouska ID
This is a financial company that has strong engagements with its followers. Through an amazing use of insta story features, not only they bring mass pain to surface, interacts with the audience, and got the answers from its own community. A brilliant idea i must say.
Its instagram post is also interesting, it is posted in bahasa Indonesia. So if you could speak Bahasa Indonesia, I would recommend you to take a good look. Observe how they pain point financial struggles faced by millennial.
Notable persona: Nusr_et#Saltbae
Who doesn't know this guy? He actively travels around his restaurant all around the world and put celebrities into his food. His daily insta stories revolves around entertaining food attractions and work out. His persona makes people want to put 'eating at nusr_et' as one of your bucket list.
One of the reason I put Salt bae is because he doesn't have to speak as well to sell his product. So, I would consider this as creative copy writing. After all, how you perform not only relies on copy writing. Copy writing helps you to do things above, but the content that you are giving have to be relevant as well. It is a balance of copy writing + media design.
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