The Research you do, in correlation with achieving highest possible results, is only as strong as the quality of the deductions you make about the information that you source. When you discover data, the way you interpret that data determines the quality of your output (how you use the interpretation to get results). Ex: Data: - "My dog won't listen to me" Interpretation: - The dog breed is stubborn - The owner is ignorant - They need help getting their dog to listen. vs Data: - "My dog won't listen to me" Interpretation: - I care about my dog a great deal - I'm worried what will happen if I cannot control this dog - I lack the tools and knowledge to save this dog - If only I had the right knowledge, It would change my relationship with this dog and my life. What's different about the deductions made from this same piece of data? - Empathy = "What would I be thinking and feeling if I was this person?" - Deeper Core = "What's actually at stake, and what true desirable outcome do are they seeking?" - Context / Reason Why = "What is the owner saying in relationship with existing context? What response are they intending to illicit?" - Desired Outcome = "How is this problem restated as a desired outcome?" - What's Missing? = "What is this piece of data NOT saying?" - etc.

Just saw this clip. Pay attention to how Doctor Mike explains his thinking process: - Start with symptoms: Whats the current problem in the business? (Is it no sales? High CAC? etc.) Move from vague to specific. - A priority list of possibilities, from least likely to most likely (based on knowledge and understanding of the audience and persuasion psychology): is the audience not emotionally engaged? Is the awareness point wrong? Is the sophistication too high? Are there rampant clichés? Etc. - A plan for investigation! Based on the above, what is the most efficient way to arrive at a diagnoses? Do we need to dial back ad spend and create a leaner testing structure? Is there a need to reevaluate the positioning of the content? Are outside factors affecting the perspective of the product/offer/problem? Is the offer ACTUALLY the best possible solution? Etc. Change the processes you use to think through your copy and you'll change the outcome, sometimes very dramatically. It's usually not a word-problem, but an idea-problem. https://youtube.com/shorts/gn2NmFH2BXM?si=JZe68obAqRh4w-1z

I think AIDA is outdated, here's how I prefer to consider content: The brain is able to handle these processes all within split seconds. 1. Anticipation = "I believe I know what's going to happen next, but not specifically, and I'm ready to find out." *swipes up* 2. Rapid Assessment = The brain rapidly takes in relevant information and context, trying to "figure out" what it's seeing. 3. Associations = Your brain cross-checks it's memory and existing mental models, taps into existing schema. 4. Determination = What am I seeing/about to see? Was I given enough information, context or interest to determine if I believe there's a pay-off at the end that I'm willing to wait for/engage in? 5. Repeat = this continues in loops just about every second, until you generate a new Anticipation and decide to relax and engage. 6. Assess = Did this content meet or break expectations?? 7. Relay = Tell the brain to store this outcome for future videos. *swipe up*

Yes COPYWRITERS COME FIRST ⚠️ Let me explain. ❌SEO happens when a client has enough to spend on long-term organic reach ❌Marketing comes when a client has the money to spend on ads (most new businesses don't have it) ❌Website/development comes when they grow. It's a myth that you need a website when you start your business. I created my website in the 3rd year of my business ❌Graphics and pretty pictures come when you need to connect with a wider audience. Plus, basic editing can be done on one phone [I used to edit myself in the beginning] But copywriting is something that helps... ✅You create solid offers to pitch ✅You write engaging posts ✅You write scripts that convert and increase your reach ✅You understand funnels and how to reel customers in ✅You steer your business in the right direction ✅You use AI the right way and make the most out of your time Hope u understood?

Thought this was interesting. Very good thought experiment: Break ideas down to basic components, alter the components, reassess the idea. https://www.instagram.com/reel/C9O6Z40S2ks/?igsh=MWsxOXZ1c3U4ZHdrYQ== Similar to "Unexpectedness" in Made to Stick.