Tiêu đề Ashton Brain Doc_Copywriting with Claims ✅

Ashton’s Brain - Disheveled and Unravelled Let’s talk about persuasion, selling and copy. What we’ll cover is primarily how I think about writing copy. This will be deep and intense because I’m spilling onto a page how my brain operates, unraveling it, and trying to detail micro-second decisions. Importantly, this spills over into persuasion in person, via the phone, and even how you sell your service(s)... ... as well as headlines ... as well as any pitches you make ... as well as convincing your partner for more wine ;) These principles aren’t at the forefront of much sales training. It’s the nuance which comes from persuasion. And I think it’s strong for both writing and verbal selling. But it’s also the key to getting what you want. Awright, enough tease you say, let’s go over what you’re gonna need. ● Firstly → A PROMISE (Something you’re saying to give to another person). ● Secondly → Understanding a prospect’s consciousness around your promise. ● Thirdly → Eugene Schwart’z - “38 Ways to Write Better Headlines” (Chapter 4 from Breakthrough Advertising). ● Finally → Your brain and all your life experiences. :). Nothing good ever comes easy. Each section is split about across the next pages. So let’s dive in.
Firstly, let me tell you what a claim is. See, we must say something of worth to somebody. And that something in our world is usually of benefit to somebody. To demonstrate, let’s walk through advertising history and use Eugene Schwartz himself, since he’s the mastermind of this. So the claim here is “Super Plants” (ad written in 1969 when (competitive) gardening and plant/food creation was fairly hot). Note the objection buster: “In the garden - in the house.” This is a headline claim - which, based on a whole multitude of factors, is usually (and sometimes rules are made to be broken guys) the biggest, boldest and strongest claim... and then your body copy starts to disassemble, prove and strengthen that big claim. Think of it like a full mosaic... as well as the individual piece. Now “Super Plants,” back in 1969, might have required some justification. I haven’t even read the full ad, but think about objections in your own mind: “I’m not a good gardener” -- “I have little space” -- “it takes too long to grow” -- “doesn’t it make a mess?” These are things we’re going to answer. And this is something you will do in ads, landing pages, emails and closing on the phone. Let’s go a little deeper into mastery here...
(I’ve bolded the primary claims in these sentences) ● “... give your plants a tremendous new burst of growth!” ● “...Whether your plants are new or old - they send out dozens of hidden shoots and buds” ● “Some of your plants may actually DOUBLE in height and breadth in the very first month!” Okay, hopefully you get the picture here and understand what a claim is. These are core wants - beneficially expressed - to a prospect. Now claims are just the foundations. So allow me to take you a level deeper here and learn to write copy through this. We want to talk about “Prospect Consciousness.” This has potentially been called a million things, but this is MY way of seeing it. And I like it as an emotional rating system. Reality is, claims are great. You need them. But they are saying something... promising something... and you want to tailor that to the correct emotional need. To me, I believe there are 6 levels of prospect consciousness for your product or service. 1. Survival 2. Tribe 3. Power
4. Rules/Systems 5. Success [Frankly, most of us should stop here]. 6. Community/Society Conscious Now 1-5 are “Maslow” territory. These are the classic things everyone is motivated by. But honestly most of us have no idea how to make promises TO those levels. For example a tribal based claim is about appeal, “fitting in,” the envy of others, the desire of others, the approval of others. Your brain should instantly start thinking: “They all laughed at me when...” // “Your neighbor suddenly won’t be able to shut up about ___” etc Now if I’m honest with you, you will pretty much write to levels 2-5. That cuts out a lot of noise. But gives you 4 tiers to write to. Based on the claim you want to make... and/or an objection that comes along with it... this framework allows you to slot your promise into the correct consciousness Let’s say you sell an agency consulting program and you’re making a claim - verbally or in copy, like - “the moment you access our proprietary data system, you can sell any client you want, no matter how many clients you’ve taken before. Even IF you’ve never worked in that space before. EVEN if you don’t have any results. You can get started today by replacing your day job and writing your own wealth ticket.” Now that’s pretty loaded, so let’s unpack what was said here: ● Benefit = Get proprietary data (... but what does it let you do?)