Ex-Google Employee’s ‘Copywriting Philosophy’

Home > Back

Ex-Google Employee’s ‘Copywriting Philosophy’

test test


In this video we’re going to go over what I think is the most important lesson and tool that you’re gonna learn throughout this entire course in this copywriting journey and that is your actual mindset around your approach to copywriting at the end of the day what creates phenomenal world-class high-level copywriting is a combination of the science the art and your personal authenticity and without these three components you’re only going to get halfway there and look the science and the nuts and bolts will get you 80% of the way there even if you master those things but what really helps people identify with your brand or with you is the art of copywriting finding your distinguishing voice is what will allow your voice to just push through the noise of the internet amongst all of the noise that’s out there for people to be able to latch on and say yeah that resonates with me and that’s the power of copywriting by the way that’s ultimately what it can do for you now as far as the science goes you’re going to get a lot of templates a lot of swipe files a lot of the tools that you need to be able to just literally plug and play when it comes to copy so that you can go yep we need a new headline for our website this is the formula we need to put together a long-form sales page sales letter of ESL video sales letter which you’ll learn more about all these things and you’ll get all the tools to be able to do all this but again my philosophy and what I believe has helped my copywriting stand out in this entire industry is a deep diligence to the craft of writing itself a respect for copywriting itself and knowing that for me to find the voice that allows any brand not just my own voice for my company or for myself but to be able to identify what is that voice how what is that style that that art that craft that I can develop to allow any form of copywriting to stand out you begin to see what creates great copywriting as you’re browsing through social media you’ll start to notice why certain things stand out because they follow a certain formula or certain template and why other things don’t but it’s not the formula and the template alone that gets a conversion or gets people sold on your product or service it’s the unique voice and that’s ultimately the philosophy that I really want to drive home and I really want you to understand that that’s the foundation of everything and if you do that if you actually take the time to do that you can elevate yourself or your brand to a level that no one else around you will be able to do no one else around you in your industry will be able to compete because you’re not even competing anymore because you’re not saying the same things you’re saying something so different that you’re carving out what we call a blue ocean you might be familiar with the blue ocean strategy which is essentially a new territory everyone else is over here fighting the Sharks are swimming trying to eat each other up but you with copywriting as a tool can go and create a new paradigm and by that I mean taking the tool of copywriting and creating new language to describe what you or your company does and generally people do this from a perspective of their why they start with their mission but it’s actually saying here’s why we’re different and here’s why what we’re doing is a completely new paradigm but this is only possible through great copywriting and again this is one of many many many different use cases and tools for where you’ll be able to use copywriting in your existing or future company I remember back when I had first become a solopreneur as I called it and I launched my first ever product it was an information product a course like this actually except it wasn’t all high production and beautiful like this and I remember creating the actual sales video for that course and following to a tee a template that I uncovered on the internet somewhere on an article and I remember also going through a couple other free tools and courses to try to understand how do I actually structure this sales letter and this video that’s going to pitch my product and ultimately sell people from not knowing who I am and not knowing what my product is not even maybe knowing that they had this problem to taking money out of their wallets and digitally sending it to me and I remember when I first did like a soft launch for this it was really hard and I was really scared I was nervous of whether this would sell or not and ultimately I needed to make a living and I needed this thing to sell so I was so invested in learning these skills and it really wasn’t until months later that I went back to revamp that video that I really decided to do something different I took all of the tools and best practices and things that I had learned and I said okay that’s great and all but what would happen if I took this structure these tools these templates these frameworks and I put my authentic voice on it me Armand what do I really feel that I can do for people with this product or service what if I was to actually speak the way that I’m speaking to you right now instead of the way that this template told me I was supposed to speak and it changed the game radically and in what it did was it began this journey of identifying how I could authentically show up as an entrepreneur as someone that wanted to sell products or services and didn’t want to feel like about it I didn’t want to feel bad and gimmicky and and like I was a slimy salesperson and that’s often the trap that I think people fall into with this type of stuff is that they don’t want to over do the the formulas because they don’t want to sound like a salesperson and I’m here to tell you that you’re going to learn how to identify how you uniquely are going to talk about your product or service in a way that actually feels good it feels good to you it feels good to the person on the other side of the screen or on the other side of the page and they’re going to feel that they want to be on this journey with you and they’re gonna willingly pull out their wallet or their Bitcoin or their PayPal and send you money and that’s what it takes the only way that you can do that is by this philosophy finding your style your authentic voice which I’m gonna help you do and combining the art and the science together so that you can have a complete package that people actually resonate with so ideally grab a pen and a sheet of paper because it’s really good for your brain to actually scribe this out or to choose you can do it on your laptop what I want you to do is write a quick introduction about your company about your existing company or your idea your future company and distill it down into one paragraph and in order to make this like really actionable focus time set a timer for 10 minutes and give yourself 10 minutes and get into a flow and tell me about your company from the perspective of your why and your mission and there are no rules to this just the only rule you have to follow is be yourself and don’t be gimmicky about it just be you just talk about your company from the perspective of why you do what you do you

Demand generation 101 bookDemand generation 101 book

Get the Strategies

Get the latest posts delivered to your inbox for free.

Posted by Ian

Ian has marketed for some of the world's best-known brands like Hewlett-Packard, Ryder, Force Factor, and CIT Bank. His content has been downloaded 50,000+ times and viewed by over 90% of the Fortune 500. His marketing has been featured in Forbes, Inc. Magazine, Adweek, Business Insider, Seeking Alpha, Tech Crunch, Y Combinator, and Lifehacker. With over 10 startups under his belt, Ian's been described as a serial entrepreneur— a badge he wears with pride. Ian's a published author and musician and when he's not obsessively testing the next marketing idea, he can be found hanging out with family and friends north of Boston.

Subscribe to Forward Weekly

Related videos

Leave a Reply


Get the Guide

You'll learn how to:

  • Generate more demand for your product or service
  • What channels to start with at first
  • Strategies to maximize your lead generation
  • And so much more!