Copywriting: Tactics vs Strategy When it comes to writing VSLs/advertorials or any high-level copy, there are two things to keep in mind: copywriting tactics (the specific words you use, the sentence structure, the tricks of the trade) and strategy (the flow, the structure, the overall emotional journey). It's very important to understand the hierarchy here. Strategy comes first; we must decide what emotional journey we want to take the prospect on. This dictates our structure and format. Is...
about 1 month ago • 1 min read
These are the 3 main pillars of our business that my team and I focus on. Every week we have strategy calls to discuss where we are at one each of these, how we are improving them, and what the potential liabilities are. This is a summary of the most important elements. Profitability: Ads Creative production (set targets, develop a simple and efficient system for managing creative output) Back end Retargeting, email, SMS, etc. Infrastructure: Payment processing Always stay ahead of what you...
about 1 month ago • 1 min read
VSLs (and any direct response copy) are based on the natural pathways in the human mind that lead to belief and desire. Our primary goal with direct response marketing is to get an immediate response (a sale) using our ad and funnel... We do this by taking the prospect through different STATES of mind (states of awareness) while also educating them and providing new information. New state of mind + new information = new action (sale). We build desire while also building belief (these are 2...
about 2 months ago • 1 min read
I want to share my perspective on what the next "edge" is going to be in our industry (over the last few years, it was combining direct response copy with the ecom/dropshipping business model; VSLs and funnels were the edge that led to much better business performance). I believe the most successful ecommerce businesses over the next 2 years will be those that can utilize AI the most effectively, specifically when it comes to revenue generation, including creative production, ideation, and...
2 months ago • 2 min read
This video is an excerpt from one of our group calls inside the Skool community. Today I broke down 2 different styles of advertorials, one running on Native ads and one on FB, focusing on the lead style and main angle taken by each. To get access to the private community, click here: https://www.skool.com/ecommerce-masterclass/about Video breakdown:
4 months ago • 1 min read
My Research Process Before Writing VSLs/Copy The research phase is the foundation of successful direct response copywriting, as it provides the raw material needed to create compelling, high-converting copy. Thorough research is essential before writing a single word of copy. This is a summary of my philosophy/process I go through to deeply understand my product and potential angles in my copy and VSLs. Research process (using an ergonomic back brace as the example): 1. Study Your Product...
4 months ago • 2 min read
Noobru is a multi-million dollar DTC ecom brand that's been running for years now. They use simple ads on Meta and great advertorials to sell their nootropic powder, mostly targetted to older people (60+). This advertorial uses social proof heavily (which works well with older audiences). It is light on mechanisms and information and mostly makes promises and uses lots of first-person testimonial/story-style copy. Advertorial breakdown doc:...
5 months ago • 1 min read
This is one of Nooro's longest running VSLs. It's a very powerful script that they've used for pretty much all their products and works well for any health/pain-relief gadget. Recording: https://www.loom.com/share/03ae9ca28af34cb38a8673015f0b9d23?sid=875f7430-d77c-4d95-96a9-915e7099c96f Document: https://docs.google.com/document/d/1FbyYxqC_MeuCD_vzpLav_aOyfPSYgFIhLWd7MUvVsGg/edit?usp=sharing If you want more in-depth VSL resources, breakdowns, and SOPs, check out my comprehensive private...
5 months ago • 1 min read
VSL Lead/Hook Copywriting Psychology VSL copywriting is first and foremost about emotion. People need a reason to accept new beliefs, even to be open to them. What opens up our minds to consider new information that applies to us is emotion. This is one of two purposes of our VSL intro. First, to get them hooked (capture their attention with unique/relevant/curiosity-driving information) and get them to watch and be interested Second, to create an emotional reaction. This is what separates...
5 months ago • 3 min read