About this video

• Video Title: 6 Anos de Copywriting em 20 Minutos
• Channel: Bruno Collares
• Speakers: Bruno Collares
• Duration: 20:59

Overview

This video provides a condensed summary of six years of copywriting experience, offering practical advice and insights for aspiring copywriters. The speaker emphasizes that copywriting is more about understanding psychology and context than memorizing formulas, and shares key strategies for creating effective copy that drives results.

Key takeaways

• Copywriting is About Psychology, Not Just Formulas: Effective copywriting stems from understanding human psychology, context, desires, and fears, rather than just applying formulas like AIDA or PAS.
• Build Your Repertoire: To become a better copywriter, broaden your reading beyond copywriting books. Study psychology, anthropology, philosophy, literature, and your specific niche to understand people and markets better.
• Craft a Compelling Offer: A strong offer is crucial. Focus on what value means to your client, emphasizing dream results, likelihood of achievement, speed, and minimal effort/cost. An irresistible offer makes writing copy significantly easier.
• Focus on One Core Idea: Avoid overwhelming the audience with too many messages. Each piece of copy should communicate a single, clear idea to a specific audience with a single call to action. Clarity is essential for creativity to be effective.
• Data Over Ego: Ideas are abundant, but market success comes from what works, not just what sounds clever. Test headlines, promises, and angles, and rely on data (click rates, conversion rates, etc.) rather than personal opinions to guide your writing.
• Writing is Only Part of the Job: Excellent copywriters understand the entire business context, including funnels, media, offers, timing, product, and operations. This holistic understanding is what distinguishes them from AI.
• Ask the Right Questions: Effective copywriting starts with deep customer understanding. Use techniques like the "5 Whys" to uncover core needs and motivations, rather than settling for superficial answers.
• Balance Empathy and Tension: Connect with your audience by showing empathy, but also create tension by highlighting the cost of inaction and encouraging them to take the next step.
• Focus on Solutions, Not Products: People buy solutions to their problems, not just products. Frame your copy around the customer's pain points and how your product offers a transformation, rather than just listing features.
• Strong Promises Drive Headlines: The effectiveness of a headline often depends on the strength and clarity of the underlying promise. Tailor promises to the audience's level of awareness.
• Context is King: Copywriting is a game of context, not formulas. What works in one channel or for one audience may not work for another. Always adapt your message to the specific situation.
• Test and Iterate: Continuously test different elements of your copy, document your findings, and use that data to inform future writing. This scientific approach leads to greater assertiveness and better results.
• Copy from Others (Wisely): Don't be afraid to study and adapt successful copy from different markets or historical examples. Reverse-engineer what made it work and apply those principles to your own context.
• Speak Your Client's Language: The most effective copy uses the vocabulary and phrasing of the target audience, creating immediate recognition and reducing friction.
• Clarity of Thought Leads to Clarity of Copy: Before writing, define the product, audience, and promise. Structure your arguments logically, as clear thinking makes writing significantly easier.
• Practice Makes Perfect: While theory is important, consistent practice and real-world application are what truly hone copywriting skills.

The speaker mentions the value equation from Alex Hormozi: Value = (Dream Result x Likelihood of Achievement) / (Time to Achievement + Effort). This equation relates to creating a good offer by highlighting that value is increased by a more desirable outcome and a higher probability of achieving it, while being decreased by the time and effort required. A good offer, therefore, maximizes the numerator (dream result, likelihood) and minimizes the denominator (time, effort) to maximize perceived value for the client.