COPY EXPERT

Alex Vargas and Team | NucleoExpert | LiveMedia

Copy Training
Copywriting 11. Copy Models for Ads
2. Basic Principles [Link] Line Models
3. Needs, Benefits, and Objections 13. Video Script Models
4. Stories [Link] of a Copy
5. Breaking the Pattern [Link] Page Models
6. Powerful Words [Link] Webinar Template
7. Title Models 17. Using Copy in Your Marketing
8. Models for Bullets
9. Communication Models
10. Models of Metaphors
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.
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 Copywriting
How to Make Your Customers Fall in Love with You
Your Products and Almost Begging
To Buy From You...
 ATTENTION: You Will Have Access Now...

To My Best and Most Well-Kept Secrets

Strategies to (At Least) Increase by 317%
Your Sales, Without Being Annoying, Even If You Already
Tried Everything. Guaranteed!
 The 'MOST IMPORTANT'

TRAFFIC and COPY

After all, do I need to know copywriting?

 Copywriting is absolutely important for success

Of Your Online Business;

 Copywriting IS NOT Creating a Sales Video;

 We can summarize the concept of Copywriting as the Art

On Communicating Persuasively;
• Ex. VocêConvence O Lead A Comprar Com Copywriting;

 Copy about using words in a way that calls for

Attention, It Awakens Curiosity And Interest, And Then Leads
The Action;1
WHERE DO WE USE COPY?
 WeUse Copy Everywhere We Go
Communicate With Potential Clients:

 All Pages of the Site; Sales;

 Landing Pages;  NoTítuloe Descrição de Posts

from the Blog;
 No Email Marketing;
 InVideos(YouTube);
 In publications on social networks

Social  In all Titles and Subtitles;

 In the Ads;  In all its communication;

 On Pages or Videos of
Basic Principles
01

MEET THE PRODUCT

01 MEET THE PRODUCT

• What is the name of the product? • What Other Great

Benefit?
• Product description?
• What He Solves, greater
• As a Customer O pain?
Describe?
• What are the characteristics?
• What makes the product
Unique?

• What is the main benefit?

02

MEET THE AUDIENCE

02 GET TO KNOW THE AUDIENCE

• Who buys today? Objections?

• Who is the Ideal Client? • What are the fears and

Customer frustrations?
• Describe your current client?
• What is the main desire of
• What they praise in your client?
product?
• What he intends
• What are their objections? Conquer with your
product?
• What Are the Solutions For the
03

MENTAL TRIGGERS
03 MENTAL TRIGGERS

• Urgency: • Exclusivity;

• Scarcity: • Specificity;

• Reciprocity: • Because;

• Social Proof and Presence; • Neglect;

• Authority: • Group/Belonging;

• Guarantee; • News;

• Multi Channel; • Guilt;

• Commitment and Coherence; • Fear;

04

THE BEGINNING OF THE COPY

05

CONTINUOUS CONVERSATION
05 CONTINUOUS CONVERSATION

• Your Voice of communication should be in a tone of Familiarity and

Friendship;

• No academic texts, write Talking With A Friend;

• The one who is receiving your message is probably

Alone, therefore your communication must be directed to a
Unique Person;

• Important words here are 'You, Your, Your';

• Speak with details, not with generalities (days, hours, numbers,

317%, etc.

• At most, use Emotion and not logic;

06

RELATIONSHIP
06 RELATIONSHIP

• Tell Stories About Yourself and Make the Prospects

connect with you (the story must have some meaning
with your prospects);

• Use contexts, words, expressions, and slang that your

prospects normally use;

• For this, search in conversation channels (social networks) and

interact with your audience;
07

CLARITY
08

SCANABLE
09

LOOPS
09 LOOPS
• Loops are Hooks Throughout Your Copy that ensure that the
listeners will stay until the end;

• Usage is very simple. Just start a dialogue, that is, open a

certain type of communication and leave to respond later;

• And what I just said is part of the 3 biggest mistakes someone

they can commit when trying to invest your money.
Alright, I know I haven't mentioned the mistakes yet, but I am aware of the great
their importance, so don't worry, I will tell you soon which ones
are

• Unconsciously, the listener will want to close this space that

you opened...
10

Modalities of
SALE
10 SALE MODALITIES
• We have sensory modalities and modalities of
learning. When we use this in our Copy
we achieved results beyond what we imagined.

• Hearing, Vision, Touch | Listen, See, Feel, Imagine...

• Now listen, this special offer is only valid....

Now imagine this, waking up every morning...
Wait, now look here, but look here in my eyes, and
talk to me...

• With this, you keep the user in the present moment,

bringing him back to you;
10 Sales Modalities
• We also have the learning modalities: Avoid, Like,
How to Make...
• We are driven by 2 Triggers, PAIN (FEAR) AND PLEASURE... We do the
what we do because of one of these 2 triggers;
• The greatest is fear. Therefore, one tip is to announce it in your COPYs.
that you are going to show them something to avoid and then not
they will suffer...☺

• Now the mode 'Like (Pleasure)', To activate it 'Paint' in the mind of

listener how will his life be after applying what you want;

• The "How to" is activated when you explain the Step by Step.
for something;
URGENCY
 You have to take advantage now, otherwise it will end.

 This is the simplest trigger;

 Simply set deadlines for him to act;

 You can use this in all your sales communication;

 Settingdeadlines for your bonuses, for discounts, for

releases;

 Using the countdown timer serves this purpose;

SCARCITY
 Limited offer by quantity

 Make it clear that there is a Limited Quantity and that it will

end at any moment;

 Forexample: "Accents at an event". In this example there is

a very real scarcity;

 You can say that 'your bonus mentoring will only go...'
accept 30 people
RECIPROCITY
I relate and buy from those who help me first.

 This trigger is magical! When you receive a gift

from someone, You Feel Obligated To Give A Gift Of
Return

 Here in digital marketing, we can talk about marketing of

content;

 Therefore, the value you generate for your client through

free content will be proportionate to what he will buy
of you;
TEST AND SOCIAL PRESENCE
 If there are a lot of people there, then it's good;

 If you see two restaurants, one full and one empty,

automatically in your mind the scent is better;
 In your communication, show that there are many people around.
from you, who bought from you, show real numbers;
 For example, I often say: "more than 100 thousand students";

 The number of people in their social circles is

important here... If you have 10 thousand followers on
Instagram, your clients see you in one way, but if there is
500 thousand they will see you differently.
AUTHORITY
 "A doctor
in a white coat is automatically a "
authority;

 We trust in authorities;

 In your communication, make clear the reasons that people...

Can We Trust You;

 Here you can use it along with the Social Proof trigger.

 Also: Lectures at events, write a book, generate

online content, being present on social networks with
achievements, show that you are successful in your field;
WARRANTY
 The risk is all mine, not yours.

 Here
it is very simple, make it clear that you offer a
Warranty;

 It can reach the state of the art, offering guarantees

conditionals:

 If you don't like it, I'll refund your money and give you more R$.
500,00;

 If you can't do it, I will mentor you for 3 months, and if still
I won't be able to refund your money this way;
MULTICHANNEL
 Wow, he must be good, he's everywhere.

 This is a general marketing trigger, and you activate it by Being

Present in Various Channels That Your Customers Possibly
They are;

 Basically,
it can be done in two ways: remarketing and
content marketing;
COMMITMENT AND COHERENCE
 If I said it, then I will fulfill it;

 People tend to be consistent with what they said;

 To use, one of the ways is in launches, to ask for the

client write in the comment something like 'I am'
"committed" or "I am part of this group"... So in the
sale time, you mention that!

 In my YouTube videos, I always say at the end "write

here I am different

 Or simply asking 'type I want in the comments' already activates

this trigger;
EXCLUSIVITY
 We all want to belong to a group.

 Have 'VIP' Groups;

 In your products, have a select group;

 If you are an affiliate, you have a bonus that is a 'group of
winners

 If any other product is sold, tell the customers

they will participate in a select group of clients;
SPECIFICITY
 TheMore Specific You Are, The More People Will Believe In
Você”;

 When you say 'I earned more than R$ 5,000.00 last month', that
there is a certain level of truth before the listener, however if you
fala “ganhei R$ 5.487,32 no mês passado” tem um nível bem maior;

 Paraativa-lo é exatamente isso, ser específico nas suas

communications;

 "Hi, I started working from home online on April 27th, it's been
today 3 and a half months, in the first month I didn't earn anything, in the second
it was exactly R$ 2,547.32, in the third month R$ 5,421.87 and now in
the fourth month will be much more... Do you want to know how I am doing,
click the button below and I'll tell you
WHY

 But why? I need a reason, whatever it may be...

 We know that our decisions are made in the subconscious,

However, our mind always seeks rational answers for
Justify Our Actions.

 Even in situations where there is no inherent justification,

our brain seeks some meaning, some answer.

 (...)I am sure that anyone can start their own business

on the internet because with my step-by-step method even if
even if you are a complete beginner, you will be able to achieve it, I say this.
because already hundreds of people completely without experience
none with computers having results (...)
DISORDER
 If you don't want to, that's fine, I don't want to either... There is a lot
but who wants it out there...

 Look, let's leave it like this, your company is still not

prepared for such a great evolution...

 If after all that I've just told you, you still do not
realized the incalculable potential that this method has,
So really the expert method is not for you...
GROUP/OWNERSHIP
 We are from the group...

 People are social beings, they want to belong, they want to be

accepted, recognized;

 Create a kind of family, group...

 Give a name to the group;

 Facebook Group, mastermind, mentorship, VIPs, etc...

07

CLARITY
GUILT
 Wow, I should have taken advantage...

 The feeling of guilt really affects people;

 Therefore, whenever possible, let him know that he will feel guilty...

 down here there is time passing, when it runs out it's over,
there's no way anymore, it's no use coming to call me later, no
it matters how guilty you feel...
 "We already know that not being able to have your business on the internet is not"
it's your fault, it's these crooks who only want to deceive you... However,
now you have the chance to really change this, and not take
an attitude now this is indeed your fault, if you stay still now
tomorrow you will feel guilty, sad, and regretful...
FEAR
 "The fear of losing almost always works a lot, people
they are not very motivated to win any, but they are motivated
much more to avoid losing

 today you will have access to the Expert Method for 997, but
tomorrow you will lose all the discount and if you want it will be
1997, in a matter of hours you lose 1000 reais...

I know that you are afraid of not succeeding, I know that

you are afraid of disappointing your family, I know that you
Are you afraid that people look at you with a look of
despise, disregard... Well, today you have the chance to never
but to feel fear...
Needs,
Benefits And
Objections
 UNDERSTAND...
 Understanding your customers is fundamental to your
Copys;

 Withthis, you can connect directly.

with them in a very emotional way, touching
directly to what he desires, to what bothers them
and removing all barriers;

 This is the role of communicating SUPPLYING

Needs, SHOWING Benefits AND BREAKING
Objections;
 NEEDS
 It is indeed easier to sell something with the Needs
Of the Client In Mind than with your own assumptions;

 Therefore, spend a lot of time figuring these out.

needs;
Social research;
Direct research;
One-on-one conversation;

 Moreover, remember that: Loss is more motivating than

That Gain, The Fear Is More Motivating Than The
Desire. People make twice the effort to avoid
to lose than to gain;
 NEEDS
 Furthermore, they want their needs to be
Attended Now. We are more short thinkers
deadline.

 When a new need arises in a

a person who makes her go out and look for one
solution, most people want Instant Gratification.

 In your marketing, you want to talk about the benefits

immediate and short-term (as much as possible).
 NEEDS
 So in all your communication think: "This
Connect With Some Latent Need Of My
Client

 When you keep "hammering" on the needs

of your clients and making it clear that what you
it resolves, that is the value you generate in your
product

 Otherwise, it is waste;
EXERCISE: NEEDS
What Are the Needs That Your How to Communicate This Immediately
Clients Have
What I will teach you today will allow you to create a
Earn extra income...
extra income only in your spare time, with that
Why? enjoy the lifestyle you have always dreamed of
To have a lifestyle
better Imagine a step-by-step method capable of doing
anyone, even with very little time
Why? available to have an extra income and literally change from
To provide more comfort for life
sua família;
How much is it worth to you to have time for your family?
How much is it worth to you to play with your children without
Why? worry? How much is it worth for you to live in a
Because today they pass a place of quality with security... How much is it worth for
difficulty due to the lack of you have a health plan and with that provide security
money for your family?
 BENEFITS
 An Effective Copy Is One That Explores The
Benefits of the product and not the characteristics
characteristics are important too, however
benefits should be your focus;

 It is necessary to clearly convey what the product is

able to provide in the client's life;

 Listing 'the classes' of the course is not as effective as

list what each stage will generate for the user;
COMMITMENT AND COHERENCE
 If I said it, then I will fulfill it;

 People tend to be consistent with what they said;

 To use, one of the ways is in launches, to ask for the

client write in the comment something like 'I am'
"committed" or "I am part of this group"... So in the
sale time, you mention that!

 In my YouTube videos, I always say at the end "write

here I am different

 Or simply asking 'type I want in the comments' already activates

this trigger;
 BENEFITS
 FEATURE: The FNO is an online course that has
18 modules and 15 bonus training sessions, with workload
schedule of more than 150 hours;

 BENEFIT: The FNO is the only training that you

teaches from scratch, step by step, how to put yours together
profitable online business and still has the
Result Method, which is the proven method
to make sales in the fastest way possible
could be.
BENEFIT of BENEFIT
 In addition, go beyond, you should go beyond showing the benefits of
product, must show the benefits of the benefit;

 Why? Why? Why?...

 BENEFIT: The FNO is the only training that teaches you from scratch, step by step.
step by step, how to set up your profitable online business and still have
with the Result Method, which is the proven method to achieve
sales in the fastest way it could be.

 THE BENEFIT of the BENEFIT: Having a profitable online business is everything that
you need to have time flexibility, to have more free time to
stay with family or do what you want. You can work from
any place, just a connection to the Internet and a computer.
And the best part is that you will get closer and closer to the much
dreamed financial freedom.
 EXERCISE: BENEFIT
Characteristics Benefits Benefit of the Benefit

How to configure the I will deliver to you from A strategy that is

email sequences the best hand-kissed applied in the form
no LeadLovers; email sequence that I show can
to transform increase by 217% the
people like you your sales. Better is
they know in clients that works in
faithful who practically automatic, you do
feel obligated to once and this
buy strategy works
forever (Class 02
do modulo 05)
 OBJECTIONS
 Know the Main Objections of Your Clients;

 Objections are possible doubts or impediments.

that customers have regarding the purchase;

 In your Copies, you need to finish them off with

clear form;

 They are specific to each product, however they exist

Some That Are General:
 GENERAL OBJECTIONS
This doesn't work; 6. Objection of the third party
2.I don't trust in the element;
seller [Link] one can know
3. This doesn't work for this;
mim; And if it works;
I won't be able to. I don't have money;
implement 10. And if I don't like the
I don't need this. product
now; [Link] objection;
 OBJECTIONS
 So:the Classic Objections, put an end to them
always in your communications;

 Other possible objections from your product/audience

Discover and also start getting rid of them;

 Ending Objections Happens In All

Your Communications: Sales pages, marketing
content, FAQ, success cases of students, etc.
STORIES
THE POWER OF STORIES
 We are trained to pay attention to stories... We are
trained to immerse ourselves in a story, to be inside
a story...

 Stories capture attention, Create Relationships,

empathy makes us imagine, makes us believe in
you make them want to know the ending;

 Telling Your Story of Struggle The Achievement Prevents That The

Listeners find them arrogant, 'someone with luck' or
"predisposed to the result" and yes as similar;

 When you position yourself in the place where your avatar is

Now or Worse, and then he manages to overcome, he realizes
that can also achieve;
THE POWER OF STORIES
 Furthermore,in all communication that the client
He internally asks questions;

 And
one of the most important questions is: "Who is"
You, why should I trust you? You know.
What Are You Talking About?

 Your story of struggle and achievement will answer that;

 Wemust also talk here about rapport—which is a

kind of connection (empathy)... This tells us that:
the more similar a person feels to
you are more influenced by you;
HOW TO TELL STORIES
 Stories Can Be: Your main stories, your stories
daily events, motivational stories/parables ,
stories of clients/friends/family, etc...

 The best is when the story involves a real person, where you
manage to create vivid images in the listener's mind;

 The ideal is: to connect the points of your story with what your
Avatar is happening, thus generating more and more relationships.

 Besides that: being of 'struggle to conquest', having a 'peak of the problem',

"deliver specific data, making them experience the situation" and "touch
not emotional, even in the way of speaking;
HOW TO TELL STORIES
 Mainly To Sell A Product:
Nightmare History (the struggle for conquest);
•Dream History (how your life is now and how the
it can be
(This can be done in all your communication);

 In YourDaily Communications, use others

main characters in stories (your stories)
daily events, stories
motivational/parables, stories of
clients/friends/family, etc...)

 Now, the fact is, stories will always help you;

WE CAN MOVE FORWARD...
HOW TO TELL STORIES
1. Starts In The Same (Or Worse) Situation As Your Avatar

2. Problems - Tried, Tried and Failed

3. Big Problem - Big Fall

4. Cry of Freedom and Commitment

[Link] The Secret Of Success

6. Very Good Position Now

[Link] a Unique Method, Impossible to Fail

8. Hesitated - But You Have a Commitment

Others Are Using It And Are Having Great Success

Results

Now You Can Too

 HERO'S JOURNEY
 Hero: Normal life, but for some reason enters the story...
 Crisis: What were the problems he was going through, what made him
start...
 Inciting incident: The call, is the moment he can discover...
 FalseFailure: Managed to get a bit, started to try (which precisely
these are the things your Avatar tries today, here he will say wow I try
this today, may still have an intensification of the problem), I thought it would
get more but...
 Intensification of the Problem: Peak of the problem, the moment you say
enough...
 Discover the solution:
 Resultados:
 With Whom Shared:
 Product Creation:
WE CAN MOVE FORWARD
MORE...
HOWEVER, WE LEAVE
FOR THE NEXT☺
BREAKING THE PATTERN
BREAKING PATTERN
 Attentionspans are short these days. Even
that your Copy is great, most readers will start to
lose interest if you don't shake things up a bit.
Pattern interruptions are a great way to do this.

 Pattern
interruption is a programming technique
neurolinguistics designed to break the expected pattern of
Thoughts Or Behaviors.

 What We Have To Do Is Keep The Readers Engaged.

example: In a long marketing piece, the reader expects that
the paragraphs follow the paragraphs and so on. This pattern
familiar allows the brain to remain on autopilot.
You don't want this. You want the readers' attention...
BREAKING OF PATTERN
 On a sales page: Break the pattern
adding testimonials, sidebars, texts
explanatory and other devices that interrupt
temporarily the narrative of your text.

 In a Sales Video:
Hi, I'm Alex, and this is my ripped chair.
magic, and in the next few minutes I will show you the reason
that she was the secret that made me have an online business
highly profitable
This is a jar, a plastic jar, it is good,
it seems simple, but it is the true secret of
weight loss, you have one of those in your house, right?
So watch this short video because I'm going to show you
how to make it your best ally in weight loss...
 BREAKING THE PATTERN
 In a Sales Video:
• Add B-rolls to the videos: It can be different scenes, memes, etc...

 In Subject Lines:
"Don't open this";
I lied to you, I come to explain myself

 In Live Broadcasts:
Hold a strange object in your hand;

 In General Videos:
Camera in hand;
Change of scenery;
Changing the subject in the middle;
Dry cuts with a change of scenery;
• Add B-rolls to the videos: It can be different scenes, memes, etc...
PATTERN BREAK
 Stories:
• Alternate between video, text, image, location...
I lied to you, I come to explain myself.

 SocialPosts:
• Suddenly change the formats, if a video is published
normal, make an animation video;

 Blog Post:
Great promises at the beginning;
• Titles and subtitles;
Images, testimonials, your personal photos, etc...
PATTERN BREAK

 Use your creativity to 'Throw the Book on the Floor' and

regain the attention of your audience...

 Thinkof "literally" having some event.

different from time to time in your
communication
Powerful Words
For Copywriting
36 Powerful Words for Copy
 You, Your, Yours;  Special  Lucrative  Free

 Make  But (something) Definitive  Free

 Improve  Bonus  Incredible  Guaranteed

 Quickly  Healthy  Extraordinary  Proven

 Know  New  Learn  Now

 Trust  Money  Powerful  Today

 Extra  Complete  Hotter

 How to do  Easy  Winner

 Help  Discover  Worse

 The Best  Immediately  Exclusive

 DO NOT USE TERMS OF "PAUSE" OR
SHOOTING IN THE FOOT

 Remember that your sales copy is a Journey.

Emotional For Which You Lead Your Prospect.

 If you are not aware of the psychological effect of

Your Words, you will interrupt this state and not
will achieve the sales they desire in the end.

 One of the things that interrupts the positive state is

fluent of your prospect, these are the pause terms
{"como":"like","mas":"but","não":"no","Espere!":"Wait!"}
 DO NOT USE TERMS OF 'PAUSE' OR
SHOOT IN THE FOOT
 Imaginethat every time you use one of these terms
You are stepping on the brakes of your prospect.

 Always try to instigate a 'YES' in your head

prospect, that is, an air of agreement, therefore, never
use the word NO.

 Don't forget to subscribe to the list…

click

 Moreover, the 'but', Everything Said Before the 'But' Is

Off, use terms like "now, therefore, however, and";
HEADLINES
 HEADLINES
 As I said before, the clients are asking questions.
in your mind... And at that moment the question is: 'Why
Should I Stop to Listen to Him?

 The title is the first thing your client sees, and from there
from this he decides whether to continue or leave your
Communication;

 Therefore, the beginning (title, introduction) should be the Part

Better Worked In Your Copy (no matter where it comes from);

 ATTENTION: Important concept: "Marketing Evolution";

 HEADLINES
 Remember to use Powerful Titles In:

• Títulos e subtítulos de uma pagina de vendas;

• Blog Article Titles;
• Titles, thumbnails, and start of YouTube videos;
• Call for social postings;
• Headlines and ad copies;
• Announcement for the next stories;
• Etc..
HEADLINES

Attached File
 Models For
Bullets (Communicate Benefits
The Needs
 DO NOT USE TERMS OF 'PAUSE' OR
SHOOT IN THE FOOT
 Imaginethat every time you use one of these terms
You are stepping on the brakes of your prospect.

 Always try to instigate a 'YES' in your head

prospect, that is, an air of agreement, therefore, never
use the word NO.

 Don't forget to subscribe to the list…

click

 Moreover, the 'but', Everything Said Before the 'But' Is

Off, use terms like "now, therefore, however, and";
 BULLETS
 Bullet
points are one of the best strategies (and the most
underutilized) of Copy strategies;

 Each bullet is a brief summary of a benefit - almost

in a "mini title".

 They make their benefits easily

understood by the listeners;

 List them one after the other. They can be very simple or more.
longer and more complex.

 Instead of complex ideas, use simple, easy ideas.

understand.
 BULLETS

Attached File
Models For
Communication
Persuasive
PERSUASIVE COMMUNICATION
 Understand that the following models are Standards Of
Communication that will help you create persuasive copies
Already Proven to Work;

 They Can Be Used In Any Type Of

Communication:
 Advertisement texts;
 Advertisement videos;
 Call to action in videos;
 Social publications;
 Etc...

 Remember the Mental Triggers;

 AIDA
 Attention (Captivating promise)

 Interest (Benefit)

 Desire (Benefit of the benefit)

 Call to Action (CTA)

 AIDA
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 AIDA

I lost 7kg in 7 days... I started a new diet

that is not restrictive, I can eat practically
everything is with simple changes I activate a species
of accelerated fat burning button, making
with my measurements simply disappearing, wants
Let me know how I'm doing? Message me in the inbox...
 PAS

 Problem (Identify)

 Shake the problem

 Resolver o problema (Solução)

 PAS
 Can't stand going to the gym anymore? Stay
demotivated just by remembering, you have to change clothes,
to go there, spend hours and come back exhausted? I know how it is,
that's why I developed a new method that with just
11 minutes in your own home you have the effects
bent at the gym, do you want to see how it is? Click
here...
 4Us
 Useful - Be helpful to the reader

 Urgent - Create a sense of urgency

 Unique - Show a benefit that is unique

 Ultra Specific - Be direct to the point in each part

 4Us

 Live class on Monday! I will answer all your questions.

questions about our experience in SEO after
terms positioned more than 370 words on the first
Google's position. Attention, I will answer all the
doubts therefore there are only 50 spots
 BAB
 Before: Show and make a problem clear;

 After: Offer the ideal situation with which the

the problem is already solved, or how it does not
to have existed.

 Bridge:
Connect one thing to another leading to
solution;
 DAD

 Do you want to sell on Hotmart but have no idea about it?

how to do it or where to start? Imagine the 3
biggest sellers of hotmart grabbing you by the
hand and showing everything they do, in their
accounts... Yes, this exists, and it's here...
 FAB
 Features
(What it is, what your product is, if any
something special make it clear here);

 Vantagens(Algo que ele fará na vida dos clientes

that others do not do);

 Benefits
(How this will literally change life
two clients
 FAB

 Whole weekend immersion on traffic

free. Learn once and for all with
completely practical content on how to generate thousands of
visitors to your sites without needing to invest in
ads, thus multiplying your audience, reach
of target audience and of course, much more sales... Come?
Models Of
Metaphors
WHY USE METAPHORS
 Theyare figures of speech that help the Ideas
Stick on the Head of Our Audience;

 The element of a metaphor is already embedded in the

person's mind, therefore she makes associations and the
Communication Becomes Much More Fluid;

 Metaphors
can make your writing more personal,
more Memorable And More Persuasive;

 Portanto,
na sua comunicação inclua metáforas para
make communication more intense, more emotional,
and with a greater connection to the listener;
 METAPHORS
1. Turn a page in life;
[Link] results;
3. Throwing time down the drain;

To buy a cat for a hare;

5. Carrying the world on one's back;
6. To be back on track;
[Link] the axes;
8. It was a marathon;
9. Getting wrapped up in one's own version of the facts;
[Link] for the vicar's trick;
 METAPHORS
I went crazy;
[Link] have a livelihood;
My soul bled/sang;
[Link] my star shine;
[Link] give a knife point;
16. Crystal clear vision;
[Link] pit;
I lost my footing;
[Link] trapped in a cage;
20. Lock the dreams;
 METAPHORS
Strong as a bull;
[Link] rice with beans;
The masks have fallen;
24.I felt like I was in the clouds;

25. To have a bulletproof business against competition;

He took a rocket and went to the moon;
[Link] problems were on crutches;
28. Thoughts that hammered my mind;
[Link] is different to cut a tree with an axe, a
a knife and an electric saw
30. It is futile to want the caterpillar to leave the cocoon before
turn into a butterfly
 METAPHORS
31. Do not get into an arms fight with a stone;
32. To try to block the sun with a sieve;
33. A duck that does everything, but does nothing right;
You already start with two to zero on the scoreboard;
It was a stone in my shoe;
36. Why reinvent the wheel;
The best actors have the most difficult roles;
I was looking for my North Star;
A bird in the hand is worth more than two in the bush.
40. I see my heart bleed;
Models Of
Advertisements
 TEXT/COPY
20% Importance

CREATIVE/IMAGE
40% of Importance

DISPLAY LINK

TITLE
40% of Importance

DESCRIPTION
COPY FOR ADS
 We Are Talking About Any Type Of Advertisement: Facebook
Ads, Google Ads, Youtube Ads; Instagram Ads, Stories Ads,
etc.;

 For any type of announcement the Principle Of

Communication is the Same, that is, the way of speaking and
gaining attention doesn't change by platform, people
they are the same, what changes is the means;

 Remember: mental triggers, communication models,

title models, bullet models, models of
metaphors, copy blocks etc... ;

 Extra: See what already exists and have your Swipe File
• ([Link]
COPY FOR ADS
 Think about how the user will receive the ad...
 Don't Be Redundant In The Announcement, Be
Supplement, make the Advertisement a Communication
Fluid...
 Knowthe Device that the user will receive
advertisement, and accordingly Model A
Communication;
 The Promise of the Announcement Must Be Irresistible, if
on the contrary, not the Copy that saves...

 Copy Good Is Copy That Converts: “Test”;

COPIES FOR ADS

Attached File
Line Models
Of Subjects
 SUBJECT LINES

Curiosidade Urgência

Benefits Trials
 CURIOSITY
 Less _________ = more sales

 somewhat strange, but very profitable

 The loss of R$ 8,000...

 So, this ended before it started...

 Socially DISASTROUS -> Better RESULTS

 He learned the lesson

 1,322,956 free visitors from...

 137% more sales with the "boomerang" strategy

 Are you afraid of the dark?

 BENEFITS
 Facebook ad models Much more clicks...

 20 'strange' ideas about social sales

 How to make 1,347 sales in 10 days...

 How to use 'challenges' to generate more leads

 4 strategies I use to manage 1247 emails per day

 How to increase your revenue in 18 months

 Vertical garden: How to never buy vegetables again

 Take these ready-made email templates...

 SUBJECT LINES

Curiosidade Urgência

Benefits Trials
 EVIDENCE
 [Case study] R$ 127,052.12 with a forgotten list

 Mother of two loses 12 pounds in 10 days

 From 'unemployed' to a 6-figure dream job

 A multimillionaire sent me this email.

 23,247 leads in less than 30 days

 Copy this video model (Generated R$ 17,587.12)

(Download)
 [Case study] 59% increase with Instagram

 In 4 days, 12 sales, R$ 2,400 starting from scratch (how?)

 STRATEGIES
 Call by name (can improve by 23%);

 Be negative and contradictory;

 Be provocative, controversial, or timely;

 Mantenha curto (não mais do que 10 palavras, se possível) (Teste...);

 Use well-known brands when relevant;

 Use odd and specific numbers;

 Use strange characters and "spaces" (e.g. $, &, %, +, ______, [], ->);

 Add symbols (in moderation) to stand out (can increase the

opening rates of 10 to 15%

 Symbols:[Link]
Video Scripts
 VIDEO SCRIPTS

 3 TYPES OF VIDEOS;
 Content;

 Called;

 Review;
THE STRATEGY FOR VIDEO
 Keys to a 'great video':
 Sympathy;
 Empathy;
 Energy
 Conversation;
 Fluency;
 Dynamism;
 Surprise / Break the pattern;
 Real person (or not);
 ROUTES CONTENT
Big promise [Link]
[Link] [Link] to action
3. History, Content
Presentation,
test... 8. Finalization

[Link]
 ROUTES CONTENT
1. Great introduction
2. Ask for something

3. The content
[Link] for something

5. Engagement
Engagement
 ROUTE REVIEWS

 Analyze Something;

 It can be a product, strategy (e.g. Soup Diet);

 Create a Very Catchy Title;

 Use the same content script, but the

Content Is The Analysis;
 CALL ROUTES
 Start with a question:
Imagine...
What Would You Do If...
How Would You Feel If...
Do You Know How to Do...
•And If You Could...
 Wow, after I started to...
 My name is...

 ... Content... Or CTA...

Main Elements
From a Copy
Effective
THE BLOCKS OF A COPY
• Break of Pattern • Detailed Delivery • Scarcity and Urgency• If/Them

• Headline • Show The Product • Closure • Attention

• Sub Headline • Anchoring • Community • Benefits

• Vision Of The Future • Transition To • P.S. • Objections

Offer
• History • FAQs • Needs
• Bonus
• 3 Sins ---- • Metaphors
• Guarantees
• Presentation • Hooks • Report
• Because It Is Different
• Bullets • Simple, Easy, • Hidden Commands
• Stackings Comprehensive
• Tests
• CTA • Assumption Of
• Testimonies
Result
BREAKING THE PATTERN

 Used at the beginning of sales videos;

 It is also ideal to use during long communications to

maintain attention;

 Movies have a 'new event' every 2 minutes;

 Use this;
HEADLINE
 It is the highlight of your Copy;

 Main element to generate attention and arouse interest;

 Spend some good time here, in addition to doing AB tests;

SUBHEADLINE
 Who is right below the main headline;

 It serves to explain what was said in the Headline, as well as to generate

more value;

 It is a longer headline, more explained that generates more

interest
PAINTING THE FUTURE / BRIDGE TO THE FUTURE

 Describea very visual and very good element in the future of

your listener;

 Most of the time we use 'imagine'...

 Lookhere, pay attention to me, visualize in your

I mean, just imagine... Go ahead and wake up now.
imagine this every day
STORIES
 Stories
make people remember you, but
Mainly Believe And Trust In Yourself;

 ... They connect with you!

 Better if it's in the style of 'Nightmare to Dream';

 ["Hero'sJourney","Common Enemy","Hero by Accident"]

Herói Relutante - Perda E Recuperação - Somos Parecidos
TECHNIQUE OF 3 'YES'
 The goal is to seek a series of "yeses" from your client,
making the trigger of "commitment and
coherence

 So look for questions whose answers are yes.

mandatorily;

 Use também argumentas como “né, certo, correto?”

PRODUCT PRESENTATION
 Thereis a product, a solution, a method capable of changing
everything...

 Create a suspense...

 Reveal like a great revelation...

 Andso, if all of this made any sense to you, today we are here.
we did something that no one thought would ever be possible
Done, we got everything, everything you need to launch the
your business on the internet without needing anything else, we reveal everything
the sure steps and we put them into a simple, easy method
it's quick to apply, so now you have the only
opportunity to get your hands on the only, new and exclusive
Expert Method
BULLET POINTS
 They are elements specifically to show benefits;

 Known as the formula of fascination;

 They are like Headlines focused on the benefits to customers;

 Yoursales message should be focused on a solution.

for your audience, the bullets can present several other
benefits that your audience may need;
EVIDENCE
 Verify that your product works;

 Photos, videos, data, scientific studies, reports in

large media
TESTIMONIES
 Transmit credibility for your Copy;

 Videos are better (use short videos);

 Put important parts below the videos;

 If it's text, add the photo;

DETAILED DELIVERY
 Now is the time to show the characteristics;

 What is it;

 How will it be delivered;

 What's up;

 What is the format;

 Show the product with illustrations;

 Utilizemuitos adjetivos para deixar as características

irresistible
ANCHORAGE

 It is the process done when showing the price of your product to

that this price seems small;

 Look, a year at the gym will cost you about R$ 1,200.00, plus
all the time that is hours daily, plus what you spend
with transportation... Wow, I get tired just thinking about it... But today
you have a simple choice, leave all this aside, no way
but in this horror of spending and entering the slim method by
only 12x of 37.25, that’s the price of a coffee a day, that’s little
more than 1 real per day... Think about it, just with the gym you would go
spend much more than 1200, but here it's just over 1 real per
day... It doesn't even seem real... And there's more, I haven't even mentioned that with the

lean method your results will be infinitely faster.

TRANSITION TO OFFER
 Well,as you saw, anyone can have their business.
on the internet from scratch without investing anything, really
being a beginner and even with little time available. And it is
claro que se você chegou até é porque você é uma pessoa
smart and saw that it is totally possible. So it arrived
Now let me introduce you to my ...
 after I put everything into practice, I tested it with myself,
I tested it with several students and saw that it does work for anyone.
Well, I decided to develop a complete method that is
replicable by anyone, just following the order that
I show, in this method I put all my experience.
in detail, and today you have the only opportunity to
access the ...
BONUS
 Indispensable in an irresistible offer;
 They are used to generate more value for your product, to put an end to
objections that your client may have and that your product does not
attend;

 Digital bonuses are great;

 Physical bonuses are great;

 A bonus that is worth more than the product is very good;

 Bonus for future problem is strategic;

GUARANTEE
 Certainly one of the most important parts of the offer is
where you take all the risk from the listener's accounts and prove to
he that you trust in your product;

 It must be a real guarantee;

 It should be simple to understand;

Yours is different
 Very simple communication, just to show that your
the product has benefits that competitors do not have;

 This can be done through a comparative table;

 Or simply speaking...

 Não precisa apontar claramente outros produtos, basta falar

the others... Those who are at the top...
CTA
 It is the direct request for the client to do what you want them to do.
and he does it;

 Be direct, use verbs;

 Be clear, quick, simple, specific;

 Use urgency;

 click now on the button below to enter

 Sign up today and secure your spot. Click below;

 Yes, I want to sign up;

CLOSING
 Use negligence trigger;

 Reinforce that he is responsible now;

 Add urgency;
P.S.
 Indicated for the "scanners";

 Basically goes at the end of the Copies;

 Add urgency, the best benefits, and a link.

 Between 3 to 5 lines;

 P.S. Be quick, this offer is valid until today at 11:59 PM, after that
do it now. An opportunity like this to launch your business in
internet with the only method that really works, you
it will only be available now, access here: [Link]
FAQ
 It is usually used at the end of a sales page to
to directly and straightforwardly address the objections;
LOOPS - HOOKS
 Openan idea to make your listener need
close the idea;

 I was making a lot of money, everything was going well...

Porém, eu não estava bem, estava acontecendo algo
terrible... Calm down, I'll continue here and I'll talk to you soon.
because I was like this...
GOOD PROBLEM
 It serves to show the listener that when buying their
the product is guaranteed to have results and will have
consequences because of this;

 Just show a problem that your client will have when

have the results;

 Now, one thing I will tell you, start thinking about the
What are you going to do with your clothes, because all of them will stay.
big
IF/THEN
 Beginning of a text/dialogue that focuses on the problems of your
Avatar

 And right after shows that it is possible;

 It would be the Agitate/Solve of the Copy;

 If...., if...., if...., then....;

ATTENTION COMMAND
 Ask the user to pay attention to you;

 Use this at various moments in your copy;

REPORT
 It's a kind of empathy. Making it clear that you understand.
from the pain of the other person

 Use elements like: "as you know...", "you must have already...
perceived, because I, like you, have been through this...
If you've made it this far, it's because we both want...
From the heart, I know how it is, I understand you...

 Use emotional language, emotive words.

HIDDEN ACTION COMMANDS
 These are powerful suggestions to call to action without that
be perceived;

 As you know, family mothers who care

they really want to spend more time with the children
they...

 "The moment you start putting into practice the "

copy techniques of the sales method you will see immediately
the results...
 Model Of
Video/Page Of
Sales
SALES PAGE TEMPLATE
[Link] De Padrão [Link] Detalhada [Link] E Result
Urgency
[Link] Show The Product • If/Them
21. Closing
3. Sub Headline [Link] • Attention
22. Community
4. Vision of the Future 14. Transition To • Benefits
Offer 23.P.S.
[Link] • Objections
[Link] [Link]
6.3 Sins • Needs
16. Guarantees ----
[Link] • Metaphors
17. Because It Is Different • Hooks
8. Bullets • Report
[Link] • Simple, Easy
[Link] • Hidden Commands
Comprehensive
[Link]
10. Testimonials
• Assumption Of
 Model For
Webinar / Lives
WEBINAR MODEL
• Welcome • Step by step • Assumption Of
Result
• Presentation UNTIL HERE ABOUT 40MIN
• If/Them
• Main promise
• OFFER (IMPORTANT)?
• Attention
• History
LINK APPEARS HERE • Benefits
• Stir the problem
• Questions and answers • Objections
• Introduce yourself as
solution • Ask to comment • Needs
UNTIL HERE APPEAR ---- • Metaphors

• Case studies • Hooks • Report

• End myths • Simple, Easy • Hidden Commands

Comprehensive
WELCOME
 A lot of motivation here;

 Be very personal;

 Say the names of the people;

 Ask to speak if they are listening, where they are from...

PRESENTATION
 Introduce oneself;

 Why do they have to listen to you;

 Authority;
PROMISE
 Make it clear what they will gain here;
 One can extend here, to the point of being redundant;

 Use techniques such as "Headlines, bullets, triggers..."

 In this strategy, we will learn how to at least double

Increase Your Website Sales in Less Than Two Weeks Without
Need to Increase Traffic. This Will Make You
Get More Sales With The Same Traffic Investment
Thus Increasing Your Revenue
HISTORY
Starts In The Same (Or Worse) Situation As Your Avatar
[Link] - Tried, Tried and Failed
[Link] Problem - Great Fall
4. Cry of Freedom and Commitment
5. Discovered The Secret Of Success
6. Very Good Position Now
7. Developed a Unique Method, Impossible to Fail
8. Reluctant - But You Have a Commitment
9. Others Are Using It And Are Having Great Results
[Link] You Can Too
SHAKE PROBLEM
 Technique "PAS"

 Identify a pain point of your Avatar > Say that

it is really bad > Show that there is a solution;

 Uncertain? Don't worry, you're not alone.

Meanwhile, if you keep this up, you'll never succeed.
nothing significantly good in your life. Fortunately, there is a
book called Insecurity Never Again that will teach you in
details with a step-by-step method on how to be courageous,
super safe and confident in less than 30 days... Buy
Now
SHAKE PROBLEM
 And because I went through this, I really understand that I do not
it's really easy, you end up getting more and more tangled with one
mount of information and when you realize you are more lost
still

 People are increasingly disillusioned.

in digital products, there is so much deception that it is difficult for
who is serious about making good sales

 The competition is getting worse and worse.

 Eating well nowadays is increasingly difficult.

PRESENT YOURSELF AS A SOLUTION

 Do you know how to solve;

 I've noticed this for a while now in my

students. I studied in depth and discovered that the causes
are... Knowing this, I developed some great techniques
to overcome this problem
END WITH MYTHS/OBJECTIONS
 João himself thought that there was no way to start
because there was no list. Yes, you need a list, that's why
I developed a method for creating a list that
simply turns your site into a machine of
list generation

 Don'tworry, what I'm going to show you now works.

even though ...
ENDING MYTHS/OBJECTIONS
• Headline • Testimonies • Stacking

• Sub Headline • Detailed Delivery • CTA

• Vision Of The Future • Show The Product • Scarcity and Urgency

• History • Anchoring • Closing

• 3 Sins • Transition to Offer• Community

• Presentation • Bonus • P.S.

• Bullets • Guarantees • FAQs

• Tests • Because It Is Different

How to Use COPY
In Your Marketing
 ANNOUNCEMENTS
▪ Remember persuasive communications, title models and
bullets;

▪ Since the 'creative' is very important, remember to include elements of

pattern break mainly highlighting from mine that he is
being conveyed and also with textual help, here you can use the
subject line models, for example.

 It is essential to remember the concept of 'Test'... Also keep in mind

mind the audience that is receiving your advertisement, where they are, in
What a moment, which device... Understand the whole path... If he is
Is your page good for mobile?
 INSTAGRAM
▪ In the images you post, remember the visual appeal and professionalism.
show what you want to show;

▪ Create connection (rapport) by posting daily life;

▪ Activate mental triggers in posts: Authority, proof, social proofs...

▪ In the subtitles, remember that the beginning is what appears to the user, make it
read more by creating an irresistible start with title templates, lines of
subject, bullets, etc.

▪ In our creatives (videos and images) use strong words strong communication, that
generate curiosity and interest, remember here the pattern break;

▪ Also remember the concepts of 'start of the copy' and 'knowing the audience';

 Instagram is a medium focused more on personal connections.

the audience, using Stories is great for that. So use it a lot.
"emotional" as "stories" and talk even with your audience.
Our Stories (Instagram, Facebook, WhatsApp,
Youtube)

▪ Think about sequences, a good sequence of Stories would be using the

AIDA model (remember here the communication models);

▪ To create content Stories, remember the 'Video Scripts'... Just

just keep dividing;

▪ One point that will make a big difference in the Stories is the breaks in
standard;

 In our Stories, since most people watch without sound, use text elements.
together, for this use persuasive models (titles, bullets, subjects...)
to awaken curiosity and interest in wanting to know more;
Our Lives (Instagram, Facebook,
WhatsApp):
▪ Here one of the best ways is to use connection (Rapport) to
understanding the person on the other side and communicating with them using the
needs, desires, objections... With that, persuasion is much more
activated;

▪ Remember the clarity strategy, don't beat around the bush, make yourself understood;

▪ Mental triggers are very valid here;

▪ Also the concept of 'knowing the product and knowing the audience';

 Remember to have a conversation with your audience that is as emotional as possible.

possible, understand the needs, desires, objections and use all the
arguments to reach each point, understanding the moment that your
Lead this... Show yourself as someone who will really help him, if
show concerned, if possible have notes... It makes a difference;
Social Posts (Instagram, Facebook,
Youtube, Pinterest, Linkedin, etc.)

▪ Remember the Scanners, Visual for conversion;

▪ Remember the communication models, titles, bullets, lines of

assunto, gatilhos mentais, conversa continua, relacionamento, historias,
metaphors...

▪ Loops, sales modalities, needs, benefits, objections,

etc...

 Animportant point is to keep in mind a set of Copy that

complete: Creative and text;
Content Videos
▪ Utilize video scripts, emotional connection, and mental triggers.
(such as adding points of evidence and authority in the video).

▪ The emotional connection and ongoing conversation are essential here;

 In content videos, you don't always sell, but remember to

make a call to action and include the user in a funnel, and with the
mental triggers in videos for sale is a consequence;

 In content videos, it is quite possible to use a kind of model of

webinar.
 Emails
▪ Utilize video scripts, emotional connection, and mental triggers
(such as adding evidence points and authority in the video).

▪ The emotional connection, the ongoing conversation, and the STORY are essential.
here

 Emails
that tell a good story and show various benefits of
because he has to click and go to the next step are the best;

 Think about why someone would open your email, analyze it very well.
sender, the subject line and the beginning of the email.

 In sequences, remember the ongoing conversation, the loops and the

cliffhanger
 Blog Posts
▪ Remember the video scripts, you can use them in the texts as well.

▪ The concept of Scanners;

 Remember the copy models, the blocks... And in blog texts, the ideal
is to present an idea, deliver relevant content and then do
a transition to offer;

 If making an offer is too aggressive, what can be done about it?

the same way is to transition to a digital bait and then put
in a funnel;