The Copywriting Snapshot Amy Harrison

The Copywriting Snapshot
Amy Harrison
Make prospects see,

believe, want, and buy
Founder of
Write With
Influence
Problem / Trigger Customer Don’t TRUST
D / CO: T / TOV: -ve Emotions
---------
Combat industry
concerns
Don’t BELIEVE Symptoms

+ve Emotions
Transformation
---------
Disprove
Don’t SEE Don’t WANT
---------

---------
Key Details Feature Forward
Feature Do Means
Symptom solution
Symptom Problem Cure Contrast
Solve Umbrella Terms

Workaround? Nothing?
Term Solve
---------
Risks From Now On Butterfly Anchor Emotional Proof
THE COPYWRITING SNAPSHOT
CREATE FIND BUY

People don’t follow

instructions
We need to do more than

provide instructions
We need to persuade
Copywriting is the language of

persuasion
@Harrisonamy
Copywriting amplifies your

marketing
• $395 video course

• 2 week content campaign
• No affiliates
• Less than $3,000 advertising
• Repeated 3 x
$900,000+
in sales
Why aren’t more companies

benefiting from the power of
copywriting?
TRADITIONAL APPROACH TO COPYWRITING
CUSTOMER COMPANY
MARKETING
(COPYWRITING)
PROBLEMS PRODUCT
INTERESTS SERVICE
FEATURES
Mistake #1
Diving (too deep) into
the (wrong parts of a)
customer profile
PERSONA #1
Cassie Customer
Cassie is 24 years old and lives in the

South-East of England. She works in
retail and loves her job. She’s
ambitious and she likes coffee, her
favourite type of coffee is a
cappuccino. She’s a Sagittarius but
never reads her horoscope. She likes
evenings out with friends and long
walks on the beach. She has a dog
named Bob…
It’s like you
can read my
mind…
Except it’s
not…
CUSTOMER PROFILE TIP
If you’re not writing

details you can use in
your copy…
...you’re just writing

fiction.
Why doesn’t it work?
The details are often
irrelevant to the
product
“Do you care
about your
dog, Bob?
So how do you know what IS

relevant?
Copy Tip:
Does this detail tell a customer

within 2 seconds…
…that he or she is in the right

place?
PERSONA #1
Cassie Customer
Two things I want to

know about Cassie…
#1 Relevant
demographics
IF YOU ARE…
Q: What makets them eligible for your product?
LOCATION? AGE RANGE?
SKILL? RELATIONSHIPS?
PROFESSION? LIFE STAGE?

“Do you care
about your
dog, Bob?
#2 A common interest
or objective
IF YOU…
Q: What do they want to achieve?
WANT… ARE INTERESTED IN…
NEED… FEEL LIKE…
ARE LOOKING FOR… WOULD LOVE TO...

“Do you
want office
essentials?”
Mistake #2
Product-focused copy
CUSTOMER COMPANY
PROBLEMS PRODUCT
INTERESTS SERVICE
FEATURES
MARKETING
(COPYWRITING)
Even then, copywriting can still

be a struggle
Frustration #1…
Get Your FREE [Thing] NOW

and See [Results] in Just
[Time] Days!
It’s not that templates can’t

work, but…
They make you focus on

writing for the SPACE
Not writing the BEST message

for your prospect
It’s like wearing
someone else’s clothes
OUR COMPANY
OUR COMPANY
“ The shallowest, and the most

widespread and in-effective, is the
Word-Substitute Technique
– Eugene Schwartz
OUR COMPANY
“ The idea for an ad or a headline

demands its own shape. It cannot be
fitted into someone else’s solution.
– Eugene Schwartz
Copy Tip:
Listen to Eugene Schwartz:
Your copy demands its own

shape
Don’t rely on templates

Frustration #2…
Hiring a SALES
copywriter
Hiring a SALES
copywriter
“What do you enjoy
most about being a
copywriter?”
52
39% - Being paid to write
28% - Being creative
12% - Getting results for clients

Only 3 in 25 UK copywriters say

getting results for clients is what they
enjoy most about their profession
Frustration #3…
We’re writing copy based on
“ gut instinct and intuition… we
don’t really have an in-house
process...
You can make significant copy

improvements if you…
Focus on the right details
Arrange the pieces to make

sense
CUSTOMER COMPANY
SOMETHING IS
MISSING THAT YOU
NEED TO CONSIDER
PROBLEMS PRODUCT
INTERESTS SERVICE
FEATURES
MARKETING
(COPYWRITING)
4 Barriers to Buying
CUSTOMER COMPANY
BELIEVE SEE
PROBLEMS PRODUCT
INTERESTS SERVICE
FEATURES
DESIRE TRUST
Any ONE of these 4 barriers

can stop the perfect customer
from buying your product
Copy tip:
3 parts to persuasive copy:
1. Customer
2. Company (product)
3. Context
---------
Combat industry
concerns

+ve Emotions
Transformation
---------
Disprove
---------

---------
Key Details Feature Forward
Feature Do Means
Symptom solution
Symptom Problem Cure Contrast

Term Solve
---------
It can take 1-2 days to build

your initial snapshot
---------
Combat industry
concerns

+ve Emotions
Transformation
---------
Disprove
---------
---------
Key Details Feature Forward Symptom solution
Feature Do Means Symptom Problem Cure Contrast

Term Solve
---------
OUR OBJECTIVES
“We’ll definitely be using her

framework: The Copywriting
Snapshot to build future concepts
and copy ideas to test.”
Andre Morys
CEO and Co-Founder of
KonversionsKRAFT
Notes are grouped into 6 main

areas
CUSTOMER COMPANY
BELIEVE SEE
PROBLEMS PRODUCT
INTERESTS SERVICE
FEATURES
DESIRE TRUST
CONTEXT
Copy tip:
Arrange your notes so you

can see them at-a-glance
when you write
---------
Combat industry
concerns

+ve Emotions
Transformation
---------
Disprove
---------
---------

Term Solve
---------
Writing is linear
Problem solving is not

PERSONA #1
Cassie Customer
Cassie is 24 years old and lives in the

South-East of England. She works as a
marketing executive and loves her job.
She’s ambitious and she likes coffee,
her favourite type of coffee is a
cappuccino. She’s a Sagittarius but
never reads her horoscope. She likes
evenings out with friends and long
walks o the beach. She has a dog
named Bob…
You are solving the problem
of…
…building the best message to

reach your customer
Today we’re
going to focus on the 4 barriers
CUSTOMER COMPANY
BELIEVE SEE
PROBLEMS PRODUCT
INTERESTS SERVICE
FEATURES
DESIRE TRUST
CONTEXT
How might they stop people

buying?
BELIEVE
3 x Barrier Beliefs
CONTEXT 1: THEY DON’T BELIEVE
They don’t believe there is

1
a solution
2
They don’t believe in their
ability
“ Beliefs
BELIEVE
They don’t believe it will

3
work in their situation
Belief #1…
They don’t believe there

is a solution
Example:
Partner snores
“I’ve tried everything, nothing

works!”
“Ear plugs don’t work”

Copy tip:
To overcome doubt…
…first show you understand

that the doubt is valid
1. You’ve probably tried this
2. It didn’t work
3. There IS a solution
4. You might not believe it
5. But I can prove it to be true
6. Here’s what’s possible…

Traditionally...ear protection had relied on plastics,
foams, silicones and if you're desperate cotton
wool.
1: Here’s what you’ve

tried
These are used to absorb sound, but they still allow
low frequency sound to penetrate,
2: It didn’t work
The density of metal prevents soundwaves from
penetrating,
3: There IS a solution
Metals have always been good conductors and so
convention would suggest they are not a good choice for
blocking sound.
4: You might not believe it

However, metal has to have a direct connection to
conduct sound. So isolate the metal with a soft foam
inside your ear
5: But I can prove it to be true

However, metal has to have a direct connection to
conduct sound. So isolate the metal with a soft foam
inside your ear and you end up with the most effective
ear plug ever made.
6: Here’s what’s possible
Copy tip:
Don’t be afraid of doubt…
…be willing to tackle it

Belief #2…
They don’t believe in

their ability
“It probably won’t work for

me…”
Copy tip:
Tell them they don’t need to

be…
…an expert, an athlete,

incredibly disciplined, a model
etc.
Belief #3…
They don’t believe it

will work in their
situation
I wonder what
conspiracy shoe
companies are
hiding from me…
I wonder what
conspiracy shoe
companies are
hiding from me…
I wonder if it will
aggravate my
injury…
Is it only for
people who run
every day?
Maybe I’m too
old for them…
Copy tip:
Can you find a testimonial…
…that overcomes a disbelief.

“I have flat feet.

I have had ankle surgery.
I have back issues.
I am 71 years old.
I run three times a week in them.
Never had any issues. I love them!”
SEE
Are you
making your
offer invisible?
What IS
it?
Number of times
Premium Security
mentioned: 3
Number of details
about what it is: 0
Draw attention to deadlines
Don’t assume prospects know

what the NAME of your
product or service means
Flying from Gatwick before March 31st?
• Receive a personal welcome at airport

security
• Clear security faster, in an exclusive lane
(with fewer people)
• Reach the shops and restaurants first
DESIRE
Do they WANT it enough?

“A subscription with a state-of-the-art
data offer”
Is that what customers want?
Who speaks like
that?
I really wish I had a subscription

with a state-of-the-art data offer
Who speaks like
that?
This is awkward... I really wish I had a subscription

with a state-of-the-art data offer
Who speaks like
that?
I’m just going to watch

YouTube and send
funny photos to my I really wish I had a subscription
mates... with a state-of-the-art data offer
How does ‘state-of-the-art data’ link to
what our customer wants?
FEATURE
TABLE 02 WHAT THEY REALLY WANT WHAT THIS MEANS
Watch videos faster Beat boredom
Send and receive photos on Feel connected and close to

State-of-the-art
the go family and friends
data
Use the phone as much as Not worry about unexpected
they want without going bills or concerned about how
over data limits much data they have left
FEATURE

State-of-the-art
data
they want without going bills or concerned about how
over data limits much data they have left
FEATURE

State-of-the-art
data
What can they
DO? they want without going bills or concerned about how
It should start over data limits much data they have left
with a verb
FEATURE
Watch videos faster

How do they Beat boredom
FEEL? What’s
Send and receive
thephotos on Feel connected and close to
emotional
State-of-the-art
the go benefit? family and friends
data
What can they
DO? they want without going bills or concerned about how
It should start over data limits much data they have left
with a verb
There are many different ways you can
use the details in these 3 columns in
your copy
Just one example:
Adding persuasion to your call-to-action
Donate €5 per
month to become a
regular donor
Is that what they

want?
Copy tip:
What would someone who

LOVES your product tell a
friend?
“I donate to this great cause…
to be a regular donor
to support people who
have been affected by
natural disasters
to help vulnerable families who
are homeless from earthquakes
to feel better about spending
money on this fancy coffee
TRUST
Why do people
hate your industry?
Copy tip
Acknowledge industry
frustrations when you want
people to switch from a
competitor
• Expert Management
• Save money with great
rates
• More rental profits
• Protect your investment
What do they hate?
It’s been days since I heard

from my PM. I have no
idea what state the
property is in.
I’ve just received a

maintenance invoice. How
do I know the work is
really needed?
I don’t know if the tenants

are trashing the place, or
even paying rent on time.
How do you address this without calling

out the competition?
It’s not easy being away

from your rental property,
and you may often find
yourself thinking:
I need fast
communication. I want to
know how my property is
TODAY, not in 3 or 4
days time.
How do I know
maintenance is necessary
if I’m not there to check?
I don’t want to worry

about if my rent is being
paid on time, if at all!
Detail about HOW
they solve each of
those concerns
OUR OBJECTIVES
Cold list – Direct Mail

First conversion – 3 days
$30,000 in new business
Copy tip
You don’t have to call out the

competition…
… just highlight frustrations

and show how you’re different
Copy demands its own shape

But it doesn’t have to take years of
obsession to build that shape
Focus on the key areas

CUSTOMER COMPANY
BELIEVE SEE
PROBLEMS PRODUCT
INTERESTS SERVICE
FEATURES
DESIRE TRUST
CONTEXT
Have your notes to hand when you write

---------
Combat industry
concerns

+ve Emotions
Transformation
---------
Disprove
---------
---------

Term Solve
---------
bit.ly/copysnapshot
Download your Snapshot with
worksheet until: Sunday April 15th

The Copywriting Snapshot Amy Harrison

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The Copywriting Snapshot

Make prospects see,

Don’t BELIEVE Symptoms