Identity Based Copy Flashcards
Copy Technique Identification - What are “Character Roles?”
Character roles are like traits they enjoyed being identified by like,
> Well read > Smart > wow, you're busy > Brilliant > in-control
These traits expand to actions and situations
Example situation - they have alot of books but they might not of read them all but like to show others his bookcases
Example - They tell you all they know but still continue to have the problem - they want to appear smart but don’t have the wisdom to apply the right things
Copy Technique Identification - What are “Achievement Roles?”
They are like status labels that define the ego > high functioning > high performer > Money maker > Executive > Boss mom
Achievement + Character Roles form the…
Ego - a person’s sense of self-esteem or self-importance which is self protected
Identity based copy is based on writing to someone’s
1) Mindset - what their set point beliefs about the world and their problems
2) Values - what do they value most as that is the priority the want to fulfill when the problem is solved
3) Traits - the labels they deem themselves “I’m type A” “ I’m a goal driven person” “I don’t fail”
4) Ego - The subconscious protection mechanism that protects them from being made a fool OR can lure them in because it strokes and validates what they want to hear
What is mindset when it comes to Identity Based Copy?
It’s what their set point beliefs are about the world and their problems and the meaning they create from that
What do “values” mean when it comes to Identity Based copy?
2) Values - What do they value most because that is the priority the want to fulfill when the problem is solved or the problem is keeping them back from fulfilling the value
What do “traits” mean when it comes to Identity Based Copy?
3) Traits - the labels they deem themselves “I’m type A” “ I’m a goal driven person” “I don’t fail” “Overthinker” “stubborn” “I’m an Introvert” I’m an Extrovert”
What does Ego mean when it comes to Identity Based Copy?
4) Ego - The subconscious protection mechanism that protects them from being made a fool OR can lure them in because it strokes and validates what they want to hear.
Example:
IF they are “know-it-alls” don’t create posts that make them feel or look stupid
What are 4 types of Identity Based Posts?
1) Situational/Scenario - Situations they get under and the problems that make those situations challenging
2) Circumstantial - they have to deal with because of the problem that hasn’t been solved
3) Speak to the ego - how do the label themselves or what makes them feel good and validated?
4) Meaning/Values/Motivation - The meaning they make of problems and/or what motivates them
How do you start the first 4 lines for “Situational/Scenario” type copy?
Start by describing right into the action of the situations/scenario they get under and the problems that make those situations/scenario challenging
How do we have an Identity to be believable in what they can achieve
For an identity to be believable you MUST find who they want to be and can accept FIRST
What are the 2 questions to ask when Identity Building
1) What do people already believe about the personality of themselves?
2) What are the primary images do I use and/or create with words to bridge and connect what my prospect already believes with what your program can do for them?
Identity Based Headlines: Demonstrate A Feature with an Example
“Jake Lamotta, 160 pound fighter, fails to flatten paper cup”
“At 60 miles an hour, the loudest noise in this Rolls Royce is The Electric Clock”
HEADLINE: Associate Claim with VALUES or people with whom the prospect WISHES TO BE IDENTITIFED with
Ex1: “Mickey Mantel Says: Camels Never Bother My Throat!”
Ex 2: “9/10 Decorators Use Wundaweave Carpets For Long Life At Low Cost”
Ex 3: “2,000,000 Americans Can’t Be Wrong.
That’s how many US readers curl up with the world’s most popular newsletter twice a month. And Why do we read every word, mark it up, and pass it around to our friends? Because we know that…
Ex 4: “Life is Too Short to Learn Everything the Hard Way”
Ex 5: In The Future, Hospitals Will Be Filled Only With The Uninformed”
Ex 6: Every Century Has A Galileo or Columbus”
(From - Collection #2 - Health - 02.1 Health - Newsletters A.Phillips Publishing - PhillipsPublish_06.pdf)
» “Every group of friends has one person who inspires and makes them all better…”
» “every group of friends has their own “Oprah” who inspires and lifts others up
Headline: Tie Authority into the Claim
“Boss Mechanic Shows How to Avoid Engine Repair Bills!”
“Here’s What Doctors Do When They Feel Rotten”
Headline: Turn the Claim or the Need into a Case History
“Aunt Meg, Who Never Married…”
“Again She Orders – ‘A Chicken Salad, Please”
Headline: Challenge the Prospects present limiting beliefs
“You are twice as smart as you think”
“How I got ONE UP on Mozart…” (Idea from - General Consumer - Lifestyle - Boardroom_01.pdf)
What are the PRIMARY emotions of the sophisticated?
Fear Pride Greed Love Guilt
What are some examples to hit the pride emotion for sophisticated clients?
- Make hiring you mean or be symbolic of something to them
- Make them want to be apart of a tribe culture that’s there
- The pride of having something because it symbolizes something to them
- Symbols of awards for recognition
What are the 7 drivers of significant buying decisions for the affluent?
1 - They want to be respected, and honored for the level of success they have achieved
2- They are successful because of the professionalism and competence they apply to their work and expect no less from others
3 - they react strongly to any attempts to deceive them, when that happens they take their business elsewhere
4 - they define value in their own terms
5 - instead of striving to keep up with the joneses, they want to be different from the joneses
6 - they experience enough tension and hassles in their daily work life - they want to be free from all that when dealing with people who would like to sell them something (and keep them as clients)
7 - They can and are willing to pay for the best information, products and highest level of competence and the best professional service available
