{"version":"1.0.0","segments":[{"startTime":0.0,"endTime":4.47,"body":"Conrad's expertise in crafting"},{"startTime":0.0,"endTime":4.47,"body":"compelling copy is something"},{"startTime":4.47,"endTime":7.47,"body":"that will really transform your"},{"startTime":4.47,"endTime":7.47,"body":"ecommerce business"},{"startTime":7.74,"endTime":12.42,"body":"in order to win market share and"},{"startTime":7.74,"endTime":12.42,"body":"share a voice and, you know,"},{"startTime":12.42,"endTime":15.27,"body":"convince enough prospects to buy"},{"startTime":12.42,"endTime":15.27,"body":"your products in order to have a"},{"startTime":15.27,"endTime":19.71,"body":"viable, scalable business, then"},{"startTime":15.27,"endTime":19.71,"body":"copywriting is just, in my"},{"startTime":19.71,"endTime":22.59,"body":"opinion, even more important,"},{"startTime":19.71,"endTime":22.59,"body":"perhaps, prepare"},{"startTime":22.59,"endTime":26.4,"body":"to transform your approach to"},{"startTime":22.59,"endTime":26.4,"body":"online communication with your"},{"startTime":26.4,"endTime":28.14,"body":"customers on your store. Or"},{"startTime":28.14,"endTime":30.63,"body":"people that don't have that sort"},{"startTime":28.14,"endTime":30.63,"body":"of copywriting understanding,"},{"startTime":30.99,"endTime":34.26,"body":"thinking that they can just put,"},{"startTime":30.99,"endTime":34.26,"body":"you know, a one sentence or one"},{"startTime":34.26,"endTime":38.31,"body":"paragraph prompt into chat GBT."},{"startTime":34.26,"endTime":38.31,"body":"And it can create a homepage."},{"startTime":39.42,"endTime":43.41,"body":"If you've got more idea of what"},{"startTime":39.42,"endTime":43.41,"body":"great copy looks like, then"},{"startTime":43.41,"endTime":46.47,"body":"you'll be able to get great copy"},{"startTime":43.41,"endTime":46.47,"body":"out of AI"},{"startTime":47.4,"endTime":50.55,"body":"makes it much more likely that"},{"startTime":47.4,"endTime":50.55,"body":"you're able to kind of nudge"},{"startTime":50.55,"endTime":53.07,"body":"them over the edge and do what"},{"startTime":50.55,"endTime":53.07,"body":"we want to do as an E commerce"},{"startTime":53.07,"endTime":55.59,"body":"brand which is essentially sell"},{"startTime":53.07,"endTime":55.59,"body":"right."},{"startTime":66.99,"endTime":70.92,"body":"Welcome to the dropship unlocked"},{"startTime":66.99,"endTime":70.92,"body":"Podcast. I'm Lewis Smith, the"},{"startTime":70.92,"endTime":73.92,"body":"founder of dropship. Unlocked"},{"startTime":70.92,"endTime":73.92,"body":"and with me is our Client"},{"startTime":73.92,"endTime":77.55,"body":"Success Coach James Hadley. Now,"},{"startTime":73.92,"endTime":77.55,"body":"when we're not recording the"},{"startTime":77.55,"endTime":80.7,"body":"podcast episodes, we're running"},{"startTime":77.55,"endTime":80.7,"body":"our own e commerce businesses"},{"startTime":80.73,"endTime":83.61,"body":"and helping aspiring"},{"startTime":80.73,"endTime":83.61,"body":"entrepreneurs launch their own"},{"startTime":83.76,"endTime":86.91,"body":"high ticket drop shipping"},{"startTime":83.76,"endTime":86.91,"body":"businesses, keen to build your"},{"startTime":86.91,"endTime":91.17,"body":"own six or even seven figure"},{"startTime":86.91,"endTime":91.17,"body":"business. My book the home turf"},{"startTime":91.2,"endTime":94.86,"body":"advantage is your blueprint for"},{"startTime":91.2,"endTime":94.86,"body":"launching a profitable online"},{"startTime":94.86,"endTime":99.51,"body":"store. Grab your copy at HTA"},{"startTime":94.86,"endTime":99.51,"body":"books.com To date, and let's get"},{"startTime":99.51,"endTime":102.87,"body":"you started. Now sit back,"},{"startTime":99.51,"endTime":102.87,"body":"relax, and let's unlock your"},{"startTime":102.87,"endTime":106.62,"body":"potential with the dropship"},{"startTime":102.87,"endTime":106.62,"body":"unlocked Podcast. Today we are"},{"startTime":106.62,"endTime":110.82,"body":"joined by Conrad Sanders, the"},{"startTime":106.62,"endTime":110.82,"body":"man behind the creative"},{"startTime":110.85,"endTime":114.57,"body":"copywriter, a company that's"},{"startTime":110.85,"endTime":114.57,"body":"reshaping how e commerce brands"},{"startTime":114.57,"endTime":118.92,"body":"communicate. This conversation"},{"startTime":114.57,"endTime":118.92,"body":"is packed with golden insights"},{"startTime":118.92,"endTime":121.89,"body":"for you to consider when"},{"startTime":118.92,"endTime":121.89,"body":"crafting your drop shipping"},{"startTime":121.89,"endTime":122.43,"body":"business."},{"startTime":122.64,"endTime":126.45,"body":"Absolutely. Lewis Conrad isn't"},{"startTime":122.64,"endTime":126.45,"body":"just any copywriter. He is a"},{"startTime":126.45,"endTime":129.78,"body":"strategist who understands"},{"startTime":126.45,"endTime":129.78,"body":"ecommerce and how the right"},{"startTime":129.78,"endTime":133.2,"body":"words from your business can"},{"startTime":129.78,"endTime":133.2,"body":"dramatically boost online"},{"startTime":133.2,"endTime":136.5,"body":"engagement and sales. So in this"},{"startTime":133.2,"endTime":136.5,"body":"conversation that we're about to"},{"startTime":136.5,"endTime":139.68,"body":"share with you, he's going to"},{"startTime":136.5,"endTime":139.68,"body":"unpack the secret behind"},{"startTime":139.68,"endTime":143.49,"body":"compelling copy that not only"},{"startTime":139.68,"endTime":143.49,"body":"attracts, but converts."},{"startTime":143.7,"endTime":146.16,"body":"Yeah, and this is a really"},{"startTime":143.7,"endTime":146.16,"body":"interesting conversation because"},{"startTime":146.16,"endTime":149.1,"body":"it's not just about what to"},{"startTime":146.16,"endTime":149.1,"body":"write necessarily. I know in"},{"startTime":149.1,"endTime":153.24,"body":"this interview, Conrad will also"},{"startTime":149.1,"endTime":153.24,"body":"dive deep into how emerging AI"},{"startTime":153.27,"endTime":157.02,"body":"technologies are influencing"},{"startTime":153.27,"endTime":157.02,"body":"copywriting and how you can"},{"startTime":157.02,"endTime":161.16,"body":"maintain that essential human"},{"startTime":157.02,"endTime":161.16,"body":"touch in your business whilst"},{"startTime":161.19,"endTime":165.03,"body":"harnessing AI so a really"},{"startTime":161.19,"endTime":165.03,"body":"valuable insight. Prepare to"},{"startTime":165.03,"endTime":168.6,"body":"transform your approach to"},{"startTime":165.03,"endTime":168.6,"body":"online communication with your"},{"startTime":168.6,"endTime":172.77,"body":"customers on your store. As we"},{"startTime":168.6,"endTime":172.77,"body":"decode the art and science of"},{"startTime":172.77,"endTime":176.58,"body":"copywriting with a real master"},{"startTime":172.77,"endTime":176.58,"body":"of the craft. Let's get started."},{"startTime":176.88,"endTime":177.24,"body":"Today"},{"startTime":177.24,"endTime":180.87,"body":"we're excited to be joined by"},{"startTime":177.24,"endTime":180.87,"body":"Conrad Sanders, who is a master"},{"startTime":180.87,"endTime":185.82,"body":"of copywriting, and the CEO of"},{"startTime":180.87,"endTime":185.82,"body":"the creative copywriter. So"},{"startTime":185.82,"endTime":188.82,"body":"Conrad, it is fantastic to have"},{"startTime":185.82,"endTime":188.82,"body":"you with us on the podcast."},{"startTime":188.82,"endTime":192.57,"body":"Today, we're going to dive deep"},{"startTime":188.82,"endTime":192.57,"body":"into both the art and science of"},{"startTime":192.57,"endTime":196.8,"body":"copywriting for E commerce. So"},{"startTime":192.57,"endTime":196.8,"body":"Conrad, let's kick things off"},{"startTime":196.8,"endTime":199.95,"body":"and demystify what is actually"},{"startTime":196.8,"endTime":199.95,"body":"copywriting for our audience"},{"startTime":199.95,"endTime":204.06,"body":"today. So in your own words,"},{"startTime":199.95,"endTime":204.06,"body":"what is copywriting? And why do"},{"startTime":204.06,"endTime":207.72,"body":"you think it's so critical for E"},{"startTime":204.06,"endTime":207.72,"body":"commerce businesses in today's"},{"startTime":207.72,"endTime":208.98,"body":"digital marketplace?"},{"startTime":209.13,"endTime":212.79,"body":"Great question to kick off with."},{"startTime":209.13,"endTime":212.79,"body":"Thanks for having me. First of"},{"startTime":212.79,"endTime":217.65,"body":"all, for that warm introduction."},{"startTime":212.79,"endTime":217.65,"body":"So copywriting, what, what is"},{"startTime":217.65,"endTime":220.98,"body":"it? What what's it all about? In"},{"startTime":217.65,"endTime":220.98,"body":"my own words, I'd say that"},{"startTime":220.98,"endTime":225.66,"body":"copywriting is the, as you said,"},{"startTime":220.98,"endTime":225.66,"body":"The Art and Science of crafting"},{"startTime":225.84,"endTime":230.37,"body":"the right words for your"},{"startTime":225.84,"endTime":230.37,"body":"business in order to essentially"},{"startTime":230.91,"endTime":235.38,"body":"compel convincing convert your"},{"startTime":230.91,"endTime":235.38,"body":"target audience, and at the"},{"startTime":235.38,"endTime":239.16,"body":"creative copywriter, our agency,"},{"startTime":235.38,"endTime":239.16,"body":"we talk about doing so at every"},{"startTime":239.31,"endTime":243.03,"body":"step of the customer journey. So"},{"startTime":239.31,"endTime":243.03,"body":"it's not just about, you know,"},{"startTime":243.24,"endTime":246.51,"body":"that brand messaging on your"},{"startTime":243.24,"endTime":246.51,"body":"website, it would be you know,"},{"startTime":247.02,"endTime":249.6,"body":"and it's not just about"},{"startTime":247.02,"endTime":249.6,"body":"conversion at some parts of the"},{"startTime":249.6,"endTime":252.63,"body":"journey, it's about attracting"},{"startTime":249.6,"endTime":252.63,"body":"and engaging with that kind of"},{"startTime":252.66,"endTime":256.56,"body":"entertaining and or value driven"},{"startTime":252.66,"endTime":256.56,"body":"content, the top of the funnel,"},{"startTime":256.65,"endTime":259.05,"body":"then it's about nurturing, then"},{"startTime":256.65,"endTime":259.05,"body":"it's about convincing and"},{"startTime":259.05,"endTime":261.75,"body":"converting, and then it's about"},{"startTime":259.05,"endTime":261.75,"body":"maximizing customer lifetime"},{"startTime":261.75,"endTime":266.1,"body":"value as well, which is huge."},{"startTime":261.75,"endTime":266.1,"body":"Why is it important? Well,"},{"startTime":267.75,"endTime":273.24,"body":"you've got your target audience"},{"startTime":267.75,"endTime":273.24,"body":"out there, right. And in order"},{"startTime":273.24,"endTime":276.81,"body":"for them to part with their hard"},{"startTime":273.24,"endTime":276.81,"body":"earned cash, you know, they're"},{"startTime":276.81,"endTime":279.93,"body":"not just going to throw their"},{"startTime":276.81,"endTime":279.93,"body":"cash around willy nilly, in"},{"startTime":279.93,"endTime":283.5,"body":"order to persuade them to buy"},{"startTime":279.93,"endTime":283.5,"body":"your product. You need to first"},{"startTime":283.5,"endTime":289.47,"body":"of all, build trust. You know,"},{"startTime":283.5,"endTime":289.47,"body":"you need to remove barriers. So"},{"startTime":289.47,"endTime":294.12,"body":"removed perceived barriers, you"},{"startTime":289.47,"endTime":294.12,"body":"need to build up the perceived"},{"startTime":294.12,"endTime":299.37,"body":"value of your products, to a"},{"startTime":294.12,"endTime":299.37,"body":"point that it's at least on par"},{"startTime":299.37,"endTime":304.5,"body":"with the value of the money"},{"startTime":299.37,"endTime":304.5,"body":"you're asking of them, if not"},{"startTime":304.5,"endTime":311.49,"body":"more, and, you know, you need to"},{"startTime":304.5,"endTime":311.49,"body":"convince them that your product"},{"startTime":311.49,"endTime":316.11,"body":"or products are the exact fit"},{"startTime":311.49,"endTime":316.11,"body":"for for their needs, you know"},{"startTime":316.11,"endTime":320.52,"body":"that they are exactly what they"},{"startTime":316.11,"endTime":320.52,"body":"need to solve whatever pain"},{"startTime":320.52,"endTime":324.96,"body":"point problem they have, or to"},{"startTime":320.52,"endTime":324.96,"body":"kind of marry up with the that,"},{"startTime":325.65,"endTime":330.99,"body":"that desire that they have, you"},{"startTime":325.65,"endTime":330.99,"body":"know, as opposed to the plethora"},{"startTime":330.99,"endTime":334.38,"body":"of other competitive products"},{"startTime":330.99,"endTime":334.38,"body":"that are out there. So"},{"startTime":334.38,"endTime":338.82,"body":"differentiation is a huge part"},{"startTime":334.38,"endTime":338.82,"body":"of copy. So in order to do all"},{"startTime":338.82,"endTime":341.49,"body":"of those things I mentioned, you"},{"startTime":338.82,"endTime":341.49,"body":"know, build trust, break down"},{"startTime":341.49,"endTime":346.23,"body":"barriers, build up the perceived"},{"startTime":341.49,"endTime":346.23,"body":"value, Convince Convert, you"},{"startTime":346.23,"endTime":351.33,"body":"need words, right, essentially,"},{"startTime":346.23,"endTime":351.33,"body":"you can't just do that with nice"},{"startTime":351.45,"endTime":355.74,"body":"product, photos and imagery,"},{"startTime":351.45,"endTime":355.74,"body":"nice design, good UX, on a on a"},{"startTime":355.74,"endTime":359.28,"body":"website, those things are all"},{"startTime":355.74,"endTime":359.28,"body":"important, of course, naturally,"},{"startTime":359.58,"endTime":361.98,"body":"they will need to sort of work"},{"startTime":359.58,"endTime":361.98,"body":"in harmony together and work"},{"startTime":361.98,"endTime":365.79,"body":"together. But arguably, and"},{"startTime":361.98,"endTime":365.79,"body":"maybe I'm biased, I believe the"},{"startTime":365.79,"endTime":369.42,"body":"most important thing to do all"},{"startTime":365.79,"endTime":369.42,"body":"of that achieve all of the"},{"startTime":369.42,"endTime":373.8,"body":"goals, or the things I just"},{"startTime":369.42,"endTime":373.8,"body":"mentioned, is the words the way"},{"startTime":373.92,"endTime":375.93,"body":"that you're talking about your"},{"startTime":373.92,"endTime":375.93,"body":"value proposition and your"},{"startTime":375.93,"endTime":379.29,"body":"products, you know, the way that"},{"startTime":375.93,"endTime":379.29,"body":"you're the words you're using,"},{"startTime":379.29,"endTime":383.43,"body":"and the tone that you're using"},{"startTime":379.29,"endTime":383.43,"body":"to do so. So that's copywriting."},{"startTime":383.43,"endTime":386.61,"body":"And why why is it important, and"},{"startTime":383.43,"endTime":386.61,"body":"that's and to sort of speak"},{"startTime":386.61,"endTime":392.58,"body":"specifically to the E commerce"},{"startTime":386.61,"endTime":392.58,"body":"world, I'd say that, you know,"},{"startTime":392.58,"endTime":395.64,"body":"we were talking even before"},{"startTime":392.58,"endTime":395.64,"body":"COVID, we were talking about the"},{"startTime":396.15,"endTime":399.33,"body":"death of the High Street, and"},{"startTime":396.15,"endTime":399.33,"body":"the fact that more and more"},{"startTime":400.08,"endTime":405.42,"body":"retail companies and brands were"},{"startTime":400.08,"endTime":405.42,"body":"kind of having to, to focus on"},{"startTime":405.42,"endTime":410.4,"body":"digital. And, and, and sell more"},{"startTime":405.42,"endTime":410.4,"body":"your target audience's attention"},{"startTime":410.4,"endTime":415.38,"body":"is, is finite. And your, your,"},{"startTime":410.4,"endTime":415.38,"body":"your budget is fine. Your"},{"startTime":415.38,"endTime":419.46,"body":"marketing budget is finite, and,"},{"startTime":415.38,"endTime":419.46,"body":"you know, in order to win"},{"startTime":419.46,"endTime":423.21,"body":"market, share, and share a voice"},{"startTime":419.46,"endTime":423.21,"body":"and, you know, convince enough"},{"startTime":423.21,"endTime":425.76,"body":"prospects to buy your products"},{"startTime":423.21,"endTime":425.76,"body":"in order to have a viable,"},{"startTime":425.94,"endTime":429.6,"body":"scalable business, then"},{"startTime":425.94,"endTime":429.6,"body":"copywriting is just in my"},{"startTime":429.6,"endTime":433.29,"body":"opinion, even more important,"},{"startTime":429.6,"endTime":433.29,"body":"perhaps, than, than before to"},{"startTime":433.29,"endTime":436.5,"body":"differentiate you from the"},{"startTime":433.29,"endTime":436.5,"body":"masses and, and do all of the"},{"startTime":436.5,"endTime":437.52,"body":"things that I mentioned,"},{"startTime":437.91,"endTime":441.6,"body":"where it, it's a key touch point"},{"startTime":437.91,"endTime":441.6,"body":"for how our business interacts"},{"startTime":441.6,"endTime":445.17,"body":"with our customers, as we say,"},{"startTime":441.6,"endTime":445.17,"body":"potentially the most important"},{"startTime":445.17,"endTime":448.11,"body":"as well as the user design, the"},{"startTime":445.17,"endTime":448.11,"body":"actual words that people are"},{"startTime":448.11,"endTime":451.86,"body":"reading is key for them to feel"},{"startTime":448.11,"endTime":451.86,"body":"like they are having their pains"},{"startTime":451.86,"endTime":454.92,"body":"met by that company, and the"},{"startTime":451.86,"endTime":454.92,"body":"products that they're"},{"startTime":454.92,"endTime":460.26,"body":"purchasing. Now to go into,"},{"startTime":454.92,"endTime":460.26,"body":"like, actually the practical"},{"startTime":460.32,"endTime":464.52,"body":"where we use copywriting for E"},{"startTime":460.32,"endTime":464.52,"body":"commerce, I guess the website is"},{"startTime":464.52,"endTime":467.73,"body":"potentially that the front line"},{"startTime":464.52,"endTime":467.73,"body":"of an E commerce business and"},{"startTime":467.73,"endTime":471.57,"body":"the copywriting that we create."},{"startTime":467.73,"endTime":471.57,"body":"So specifically thinking about a"},{"startTime":471.57,"endTime":475.35,"body":"website now, and making sure"},{"startTime":471.57,"endTime":475.35,"body":"that we're managing and talking"},{"startTime":475.35,"endTime":477.9,"body":"to those pain points that you've"},{"startTime":475.35,"endTime":477.9,"body":"discussed. What are some of the"},{"startTime":477.9,"endTime":481.8,"body":"best practices for us to"},{"startTime":477.9,"endTime":481.8,"body":"consider when writing the copy"},{"startTime":481.8,"endTime":483.54,"body":"for our E commerce websites?"},{"startTime":483.9,"endTime":487.32,"body":"Yeah, great question. There's so"},{"startTime":483.9,"endTime":487.32,"body":"many, so many things, I could"},{"startTime":487.32,"endTime":489.93,"body":"say so many answers I could"},{"startTime":487.32,"endTime":489.93,"body":"give, but let me delve into some"},{"startTime":489.93,"endTime":495.63,"body":"of the the main ones that say,"},{"startTime":489.93,"endTime":495.63,"body":"and probably while we're talking"},{"startTime":495.63,"endTime":500.22,"body":"about website copy here, because"},{"startTime":495.63,"endTime":500.22,"body":"that's the question. A lot of"},{"startTime":500.22,"endTime":504.57,"body":"these will probably apply to"},{"startTime":500.22,"endTime":504.57,"body":"other touch points as well. But"},{"startTime":504.57,"endTime":509.55,"body":"let's start with kind of haps,"},{"startTime":504.57,"endTime":509.55,"body":"the first lesson in the"},{"startTime":509.64,"endTime":513.03,"body":"copywriting handbook, if there"},{"startTime":509.64,"endTime":513.03,"body":"if there were such a thing is"},{"startTime":513.33,"endTime":518.55,"body":"focusing on on benefits over"},{"startTime":513.33,"endTime":518.55,"body":"features, we often say, you"},{"startTime":518.55,"endTime":522.96,"body":"know, I mean, in my opinion, it"},{"startTime":518.55,"endTime":522.96,"body":"should be benefits married to"},{"startTime":522.96,"endTime":525.93,"body":"features, you shouldn't just"},{"startTime":522.96,"endTime":525.93,"body":"write about benefits, you"},{"startTime":525.93,"endTime":529.29,"body":"should, you should, you know,"},{"startTime":525.93,"endTime":529.29,"body":"write about features. So those,"},{"startTime":529.68,"endTime":532.35,"body":"you know, specifications of your"},{"startTime":529.68,"endTime":532.35,"body":"product, they're kind of"},{"startTime":532.35,"endTime":535.44,"body":"important, but what does that"},{"startTime":532.35,"endTime":535.44,"body":"mean? What does that specific"},{"startTime":535.5,"endTime":539.91,"body":"feature mean? In terms of, you"},{"startTime":535.5,"endTime":539.91,"body":"know, how's it going to improve"},{"startTime":539.91,"endTime":542.97,"body":"the life of your target"},{"startTime":539.91,"endTime":542.97,"body":"customer? So whenever you you"},{"startTime":542.97,"endTime":545.91,"body":"know, list out the features of"},{"startTime":542.97,"endTime":545.91,"body":"your product that you're"},{"startTime":545.91,"endTime":550.65,"body":"selling, or products, just ask"},{"startTime":545.91,"endTime":550.65,"body":"this question, you know, why"},{"startTime":550.65,"endTime":553.56,"body":"should that why should they give"},{"startTime":550.65,"endTime":553.56,"body":"a crap? You know, why is that"},{"startTime":553.56,"endTime":557.07,"body":"important to them? And that why"},{"startTime":553.56,"endTime":557.07,"body":"question is a really nice way to"},{"startTime":557.07,"endTime":560.4,"body":"lead you to that end benefit."},{"startTime":557.07,"endTime":560.4,"body":"And that's really what's going"},{"startTime":560.4,"endTime":563.91,"body":"to motivate people, you have"},{"startTime":560.4,"endTime":563.91,"body":"that benefit. So we'd like to"},{"startTime":563.91,"endTime":567.0,"body":"say, you know, sell a good"},{"startTime":563.91,"endTime":567.0,"body":"night's sleep, not the mattress"},{"startTime":567.69,"endTime":572.88,"body":"and, and other similar examples."},{"startTime":567.69,"endTime":572.88,"body":"So benefits over features."},{"startTime":572.88,"endTime":581.58,"body":"That's an important one choppy"},{"startTime":572.88,"endTime":581.58,"body":"copy. So I might be alluding to,"},{"startTime":581.64,"endTime":584.7,"body":"as I give give you my answers"},{"startTime":581.64,"endTime":584.7,"body":"today, James, I might be"},{"startTime":584.7,"endTime":591.93,"body":"alluding to lenses. And as you"},{"startTime":584.7,"endTime":591.93,"body":"know, we have a framework at my"},{"startTime":591.93,"endTime":596.22,"body":"agency, the critic copywriter,"},{"startTime":591.93,"endTime":596.22,"body":"called the 13 lenses. I won't"},{"startTime":596.31,"endTime":598.41,"body":"have time to talk about all of"},{"startTime":596.31,"endTime":598.41,"body":"them, but in case I start"},{"startTime":598.44,"endTime":601.83,"body":"mentioning the word lens, that's"},{"startTime":598.44,"endTime":601.83,"body":"the reason why. So we've got one"},{"startTime":601.83,"endTime":606.96,"body":"lens called the goldfish lens."},{"startTime":601.83,"endTime":606.96,"body":"And it's, it's all about"},{"startTime":607.41,"endTime":611.43,"body":"essentially thinking about your"},{"startTime":607.41,"endTime":611.43,"body":"prospects as though they have"},{"startTime":611.46,"endTime":614.64,"body":"the attention span of a"},{"startTime":611.46,"endTime":614.64,"body":"goldfish, because attention"},{"startTime":614.64,"endTime":617.25,"body":"spans are dwindling, right?"},{"startTime":614.64,"endTime":617.25,"body":"They're online, especially"},{"startTime":617.25,"endTime":621.72,"body":"people have 1020 tabs open at"},{"startTime":617.25,"endTime":621.72,"body":"any one time, a million things"},{"startTime":621.72,"endTime":624.9,"body":"on their to do list and their"},{"startTime":621.72,"endTime":624.9,"body":"attention is kind of jumping"},{"startTime":624.9,"endTime":630.33,"body":"about between various tasks, and"},{"startTime":624.9,"endTime":630.33,"body":"things and websites. So there"},{"startTime":630.33,"endTime":633.81,"body":"are certain things that"},{"startTime":630.33,"endTime":633.81,"body":"companies can do to make the"},{"startTime":633.81,"endTime":636.72,"body":"copy digestible in the first"},{"startTime":633.81,"endTime":636.72,"body":"place. And certain things you"},{"startTime":636.72,"endTime":641.01,"body":"can do to to do the opposite of"},{"startTime":636.72,"endTime":641.01,"body":"that. So, you know, chunky"},{"startTime":641.01,"endTime":644.64,"body":"paragraphs, for example, are"},{"startTime":641.01,"endTime":644.64,"body":"just hard for the eye to follow"},{"startTime":644.7,"endTime":648.27,"body":"and read, right, so it can put a"},{"startTime":644.7,"endTime":648.27,"body":"bit of strain on the eye. And"},{"startTime":648.27,"endTime":651.69,"body":"that's a good reason for your"},{"startTime":648.27,"endTime":651.69,"body":"target prospect just to go screw"},{"startTime":651.69,"endTime":653.88,"body":"it. I can't be bothered to read"},{"startTime":651.69,"endTime":653.88,"body":"that copy. And you might have"},{"startTime":653.88,"endTime":658.44,"body":"the best amazing benefit lead"},{"startTime":653.88,"endTime":658.44,"body":"copy in there. But a big chunky"},{"startTime":658.44,"endTime":661.98,"body":"paragraph should be broken down."},{"startTime":658.44,"endTime":661.98,"body":"That's a simple trick. Long"},{"startTime":661.98,"endTime":666.72,"body":"sentences are also just harder"},{"startTime":661.98,"endTime":666.72,"body":"to digest. So chop them in half,"},{"startTime":666.81,"endTime":670.8,"body":"put full stops in a full stop is"},{"startTime":666.81,"endTime":670.8,"body":"a copywriters best friend. It's"},{"startTime":670.8,"endTime":673.56,"body":"very easy to when you have a"},{"startTime":670.8,"endTime":673.56,"body":"long sentence just to think"},{"startTime":673.56,"endTime":677.67,"body":"about, okay, whacking a full"},{"startTime":673.56,"endTime":677.67,"body":"stop in there to make it choppy,"},{"startTime":677.7,"endTime":682.56,"body":"easier to digest. Another tip"},{"startTime":677.7,"endTime":682.56,"body":"again, which would be for,"},{"startTime":682.92,"endTime":686.67,"body":"especially for your website, but"},{"startTime":682.92,"endTime":686.67,"body":"really for pretty much all copy"},{"startTime":686.67,"endTime":690.42,"body":"and at every touchpoint is to"},{"startTime":686.67,"endTime":690.42,"body":"make it conversational. So"},{"startTime":690.42,"endTime":693.57,"body":"again, back to this copywriters"},{"startTime":690.42,"endTime":693.57,"body":"handbook, you know, that would"},{"startTime":693.57,"endTime":697.23,"body":"be right up there, we've got one"},{"startTime":693.57,"endTime":697.23,"body":"of our lenses is the real talk"},{"startTime":697.23,"endTime":700.74,"body":"lens. And that's all about"},{"startTime":697.23,"endTime":700.74,"body":"conversational copy. And even if"},{"startTime":700.74,"endTime":706.5,"body":"you look back at the old school"},{"startTime":700.74,"endTime":706.5,"body":"copywriting newspaper ads of 100"},{"startTime":706.5,"endTime":710.85,"body":"years ago, the ones that did"},{"startTime":706.5,"endTime":710.85,"body":"really well, they're extremely"},{"startTime":710.85,"endTime":714.15,"body":"conversational. But by that, I"},{"startTime":710.85,"endTime":714.15,"body":"mean, the way you write should"},{"startTime":714.15,"endTime":718.05,"body":"be the way you speak. So a"},{"startTime":714.15,"endTime":718.05,"body":"litmus test is, do you speak"},{"startTime":718.05,"endTime":722.28,"body":"like that at home? Or do you"},{"startTime":718.05,"endTime":722.28,"body":"speak like that down the pub? If"},{"startTime":722.28,"endTime":725.25,"body":"not, it's probably not"},{"startTime":722.28,"endTime":725.25,"body":"conversational enough. And just"},{"startTime":725.25,"endTime":729.54,"body":"to be specific there to give"},{"startTime":725.25,"endTime":729.54,"body":"some specific tips as to how to"},{"startTime":729.54,"endTime":734.19,"body":"make it more conversational. Use"},{"startTime":729.54,"endTime":734.19,"body":"the words you and your right,"},{"startTime":734.22,"endTime":737.67,"body":"rather than talking, the third"},{"startTime":734.22,"endTime":737.67,"body":"person asked questions."},{"startTime":738.06,"endTime":742.44,"body":"Questions are great. So you can"},{"startTime":738.06,"endTime":742.44,"body":"often look at some copy that"},{"startTime":742.44,"endTime":745.35,"body":"doesn't include any questions"},{"startTime":742.44,"endTime":745.35,"body":"and go, Oh, how can I turn that"},{"startTime":745.35,"endTime":748.14,"body":"sentence into a question?"},{"startTime":745.35,"endTime":748.14,"body":"Because it involves the reader,"},{"startTime":748.14,"endTime":751.92,"body":"right? And the more the reader"},{"startTime":748.14,"endTime":751.92,"body":"feels like they're sitting down"},{"startTime":751.92,"endTime":755.16,"body":"and having a conversation with"},{"startTime":751.92,"endTime":755.16,"body":"one person, the more likely they"},{"startTime":755.16,"endTime":760.74,"body":"are to, you know, be convinced"},{"startTime":755.16,"endTime":760.74,"body":"and to convert essentially,"},{"startTime":761.04,"endTime":764.1,"body":"have come in on that point"},{"startTime":761.04,"endTime":764.1,"body":"there, Conrad, and it's a kid"},{"startTime":764.13,"endTime":766.98,"body":"the conversation one is an"},{"startTime":764.13,"endTime":766.98,"body":"interesting one, because it's"},{"startTime":766.98,"endTime":769.29,"body":"not initially what I'd think I"},{"startTime":766.98,"endTime":769.29,"body":"think the benefits over"},{"startTime":769.29,"endTime":773.4,"body":"features, choppy copy makes"},{"startTime":769.29,"endTime":773.4,"body":"sense. With the attention spans"},{"startTime":773.4,"endTime":777.03,"body":"dwindling. The conversation"},{"startTime":773.4,"endTime":777.03,"body":"one's interesting, because I"},{"startTime":777.03,"endTime":780.27,"body":"guess it it implies that we"},{"startTime":777.03,"endTime":780.27,"body":"don't want to become this like"},{"startTime":780.3,"endTime":782.91,"body":"authority. And sometimes we've"},{"startTime":780.3,"endTime":782.91,"body":"got this feeling of like, we've"},{"startTime":782.91,"endTime":786.93,"body":"got to speak up as like an"},{"startTime":782.91,"endTime":786.93,"body":"authority large brand, and not a"},{"startTime":786.93,"endTime":790.44,"body":"conversational person to person."},{"startTime":786.93,"endTime":790.44,"body":"But is it all because the goal"},{"startTime":790.44,"endTime":794.7,"body":"of it is to make that customers"},{"startTime":790.44,"endTime":794.7,"body":"reading feel involved and spoken"},{"startTime":794.7,"endTime":795.69,"body":"to? Yeah,"},{"startTime":795.72,"endTime":802.2,"body":"I mean, it's, it's partly"},{"startTime":795.72,"endTime":802.2,"body":"because as a brand, you I mean,"},{"startTime":802.41,"endTime":808.02,"body":"for me, a big part of branding,"},{"startTime":802.41,"endTime":808.02,"body":"which is, we obviously get"},{"startTime":808.02,"endTime":811.02,"body":"heavily involved in as a"},{"startTime":808.02,"endTime":811.02,"body":"copywriting agency is, is"},{"startTime":811.02,"endTime":814.23,"body":"personification, right? If you"},{"startTime":811.02,"endTime":814.23,"body":"think about some of the things"},{"startTime":814.23,"endTime":816.72,"body":"that you achieve when going"},{"startTime":814.23,"endTime":816.72,"body":"through a brand strategy"},{"startTime":816.72,"endTime":822.24,"body":"process, it's identifying your"},{"startTime":816.72,"endTime":822.24,"body":"values, identifying your"},{"startTime":822.24,"endTime":825.72,"body":"personality traits, identifying"},{"startTime":822.24,"endTime":825.72,"body":"your voice, right, those are all"},{"startTime":825.78,"endTime":830.64,"body":"human qualities. And there's a"},{"startTime":825.78,"endTime":830.64,"body":"reason for it. Because you know,"},{"startTime":830.64,"endTime":833.79,"body":"a bit of a cliche here, people"},{"startTime":830.64,"endTime":833.79,"body":"buy from people in the end of"},{"startTime":833.79,"endTime":838.71,"body":"the day, and we are social"},{"startTime":833.79,"endTime":838.71,"body":"creatures naturally. So if we're"},{"startTime":838.71,"endTime":843.45,"body":"reading something, and it feels"},{"startTime":838.71,"endTime":843.45,"body":"like a conversation, and it"},{"startTime":843.45,"endTime":847.71,"body":"feels like a human, in a sense,"},{"startTime":843.45,"endTime":847.71,"body":"obviously a brand, but there's"},{"startTime":847.71,"endTime":851.4,"body":"some kind of personality there,"},{"startTime":847.71,"endTime":851.4,"body":"there's a voice and that's where"},{"startTime":851.4,"endTime":855.36,"body":"we talk about tone of voice. We"},{"startTime":851.4,"endTime":855.36,"body":"as social creatures are just"},{"startTime":855.36,"endTime":858.93,"body":"much more likely to be engaged"},{"startTime":855.36,"endTime":858.93,"body":"to kind of get hooked in the"},{"startTime":858.93,"endTime":863.46,"body":"first place. Our brains are just"},{"startTime":858.93,"endTime":863.46,"body":"wired that way. And then, as you"},{"startTime":863.46,"endTime":866.61,"body":"said, like to feel like we're"},{"startTime":863.46,"endTime":866.61,"body":"having a conversation in our"},{"startTime":866.61,"endTime":871.83,"body":"mind. So it's, it just creates a"},{"startTime":866.61,"endTime":871.83,"body":"sense of closeness. It connects"},{"startTime":871.86,"endTime":877.08,"body":"the two, you know that the"},{"startTime":871.86,"endTime":877.08,"body":"prospects, the reader and the"},{"startTime":877.08,"endTime":882.57,"body":"brand in a way that, again, just"},{"startTime":877.08,"endTime":882.57,"body":"makes it much more likely that"},{"startTime":882.57,"endTime":885.0,"body":"you're, you're able to kind of"},{"startTime":882.57,"endTime":885.0,"body":"nudge them over the edge and do"},{"startTime":885.0,"endTime":887.37,"body":"what we want to do as an E"},{"startTime":885.0,"endTime":887.37,"body":"commerce brand, which is"},{"startTime":887.7,"endTime":892.5,"body":"essentially sell right? Convert"},{"startTime":887.7,"endTime":892.5,"body":"and sell and drive revenue and"},{"startTime":892.5,"endTime":894.42,"body":"be successful and grow our"},{"startTime":892.5,"endTime":894.42,"body":"business."},{"startTime":894.93,"endTime":897.81,"body":"Exactly. That's why it's all"},{"startTime":894.93,"endTime":897.81,"body":"about sometimes because we're"},{"startTime":897.81,"endTime":901.53,"body":"not building personal brands and"},{"startTime":897.81,"endTime":901.53,"body":"we're building ecommerce brands"},{"startTime":901.53,"endTime":906.15,"body":"selling physical products, it's"},{"startTime":901.53,"endTime":906.15,"body":"easy to detach yourself from"},{"startTime":906.15,"endTime":909.51,"body":"that brand, or at least not make"},{"startTime":906.15,"endTime":909.51,"body":"it personal, because you're"},{"startTime":909.51,"endTime":912.33,"body":"seeing it as a separate entity."},{"startTime":909.51,"endTime":912.33,"body":"But there's an interesting"},{"startTime":912.33,"endTime":915.09,"body":"perspective of thinking about"},{"startTime":912.33,"endTime":915.09,"body":"the brand that you're creating"},{"startTime":915.12,"endTime":918.45,"body":"as a kind of they have personal"},{"startTime":915.12,"endTime":918.45,"body":"traits and how that that brand"},{"startTime":918.45,"endTime":921.24,"body":"would talk. And yeah, I think"},{"startTime":918.45,"endTime":921.24,"body":"that would bring out a lot"},{"startTime":921.3,"endTime":926.01,"body":"better copy in people if you"},{"startTime":921.3,"endTime":926.01,"body":"started to assign a voice to the"},{"startTime":926.01,"endTime":929.31,"body":"brand. And would you say that's"},{"startTime":926.01,"endTime":929.31,"body":"like a foundational piece for"},{"startTime":929.31,"endTime":932.13,"body":"copywriting is understanding"},{"startTime":929.31,"endTime":932.13,"body":"what your voice is initially?"},{"startTime":932.25,"endTime":933.45,"body":"Yeah, absolutely."},{"startTime":933.48,"endTime":937.08,"body":"And, you know, if you were to"},{"startTime":933.48,"endTime":937.08,"body":"work with us, for example, you"},{"startTime":937.08,"endTime":940.86,"body":"know, when we work with, with"},{"startTime":937.08,"endTime":940.86,"body":"clients, one of the first things"},{"startTime":940.86,"endTime":947.19,"body":"I do in our sort of discovery"},{"startTime":940.86,"endTime":947.19,"body":"calls is to understand whether"},{"startTime":947.55,"endTime":951.6,"body":"that that brand has gone through"},{"startTime":947.55,"endTime":951.6,"body":"the process, you know, the brand"},{"startTime":951.6,"endTime":956.4,"body":"strategy, we call it brand DNA"},{"startTime":951.6,"endTime":956.4,"body":"process, and carved out a tone"},{"startTime":956.4,"endTime":960.12,"body":"of voice as well as values and"},{"startTime":956.4,"endTime":960.12,"body":"personality. Obviously, when"},{"startTime":960.12,"endTime":962.76,"body":"we're working with bigger"},{"startTime":960.12,"endTime":962.76,"body":"brands, like Adidas, for"},{"startTime":962.76,"endTime":966.66,"body":"example, that's all been done,"},{"startTime":962.76,"endTime":966.66,"body":"right? And they have, you know,"},{"startTime":966.69,"endTime":970.29,"body":"in house teams working on it,"},{"startTime":966.69,"endTime":970.29,"body":"brand positioning agencies, etc."},{"startTime":970.44,"endTime":974.94,"body":"So we have a brand exploration"},{"startTime":970.44,"endTime":974.94,"body":"sheet, that we would always ask"},{"startTime":974.94,"endTime":978.18,"body":"them to fill out as a first port"},{"startTime":974.94,"endTime":978.18,"body":"of call, when we're going"},{"startTime":978.18,"endTime":981.06,"body":"through the onboarding process."},{"startTime":978.18,"endTime":981.06,"body":"And within that, we ask them"},{"startTime":981.06,"endTime":984.09,"body":"questions about, you know,"},{"startTime":981.06,"endTime":984.09,"body":"describe your tone of voice,"},{"startTime":984.33,"endTime":988.71,"body":"give four or five adjectives,"},{"startTime":984.33,"endTime":988.71,"body":"here's a tone of voice axis. So"},{"startTime":988.71,"endTime":992.61,"body":"from, you know, formal to"},{"startTime":988.71,"endTime":992.61,"body":"casual, mark an X on it from"},{"startTime":992.61,"endTime":996.87,"body":"sort of humorous to not"},{"startTime":992.61,"endTime":996.87,"body":"humorous, like Mark and X on"},{"startTime":996.87,"endTime":999.99,"body":"that on that axis. And they"},{"startTime":996.87,"endTime":999.99,"body":"should have all that"},{"startTime":999.99,"endTime":1004.16,"body":"information. Whereas if you're a"},{"startTime":999.99,"endTime":1004.16,"body":"younger ecommerce brand, that"},{"startTime":1004.16,"endTime":1010.16,"body":"say, then, yeah, we would always"},{"startTime":1004.16,"endTime":1010.16,"body":"push our clients at least"},{"startTime":1010.16,"endTime":1013.55,"body":"towards going through that"},{"startTime":1010.16,"endTime":1013.55,"body":"process before writing their"},{"startTime":1013.55,"endTime":1017.54,"body":"copy. Because otherwise, you're"},{"startTime":1013.55,"endTime":1017.54,"body":"sort of where you're at, I"},{"startTime":1017.54,"endTime":1019.58,"body":"wouldn't say, you're not"},{"startTime":1017.54,"endTime":1019.58,"body":"necessarily shooting in the"},{"startTime":1019.58,"endTime":1022.64,"body":"dark, but you're missing a"},{"startTime":1019.58,"endTime":1022.64,"body":"trick, you're missing a trick."},{"startTime":1022.64,"endTime":1027.23,"body":"And, you know, brand voice, a"},{"startTime":1022.64,"endTime":1027.23,"body":"big part of it is about"},{"startTime":1027.5,"endTime":1031.28,"body":"differentiation, as I said,"},{"startTime":1027.5,"endTime":1031.28,"body":"which I think is key, and about"},{"startTime":1031.31,"endTime":1034.49,"body":"their connection, and building"},{"startTime":1031.31,"endTime":1034.49,"body":"trust and all the things that we"},{"startTime":1034.49,"endTime":1037.61,"body":"want to achieve. So it's a, I"},{"startTime":1034.49,"endTime":1037.61,"body":"would say it's a core element,"},{"startTime":1037.79,"endTime":1042.08,"body":"you can write just sort of"},{"startTime":1037.79,"endTime":1042.08,"body":"conversion, copy and use all"},{"startTime":1042.08,"endTime":1045.23,"body":"that our other lenses, for"},{"startTime":1042.08,"endTime":1045.23,"body":"example, but one of our lenses"},{"startTime":1045.23,"endTime":1050.03,"body":"about 13 is, is the brand lens,"},{"startTime":1045.23,"endTime":1050.03,"body":"because we think it's sort of"},{"startTime":1050.06,"endTime":1053.12,"body":"imperative that you have that"},{"startTime":1050.06,"endTime":1053.12,"body":"sort of figured out and that"},{"startTime":1053.12,"endTime":1056.33,"body":"when we're writing copy, or when"},{"startTime":1053.12,"endTime":1056.33,"body":"you're writing copy, you're"},{"startTime":1056.33,"endTime":1060.32,"body":"making sure that you know, every"},{"startTime":1056.33,"endTime":1060.32,"body":"sentence, every paragraph, every"},{"startTime":1060.32,"endTime":1064.19,"body":"page is in tune with that core"},{"startTime":1060.32,"endTime":1064.19,"body":"brand identity and that tone of"},{"startTime":1064.19,"endTime":1065.51,"body":"voice. Yeah,"},{"startTime":1065.51,"endTime":1068.42,"body":"it's a foundational piece. And"},{"startTime":1065.51,"endTime":1068.42,"body":"it's, it's interesting to see"},{"startTime":1068.42,"endTime":1072.35,"body":"then how we can put that voice"},{"startTime":1068.42,"endTime":1072.35,"body":"into a website, to really bring"},{"startTime":1072.35,"endTime":1076.19,"body":"that website to life and start"},{"startTime":1072.35,"endTime":1076.19,"body":"speaking as your brand, and to"},{"startTime":1076.19,"endTime":1079.19,"body":"your customers directly to"},{"startTime":1076.19,"endTime":1079.19,"body":"address the pain points and give"},{"startTime":1079.19,"endTime":1081.8,"body":"them the benefits that they're"},{"startTime":1079.19,"endTime":1081.8,"body":"looking for. I'm interested,"},{"startTime":1081.8,"endTime":1086.03,"body":"because you mentioned that it is"},{"startTime":1081.8,"endTime":1086.03,"body":"an art and a science. And part"},{"startTime":1086.03,"endTime":1088.7,"body":"of the sides is of course, to"},{"startTime":1086.03,"endTime":1088.7,"body":"convert people who were also"},{"startTime":1088.7,"endTime":1092.24,"body":"before that stage on our"},{"startTime":1088.7,"endTime":1092.24,"body":"website, tried to compel people"},{"startTime":1092.27,"endTime":1095.39,"body":"to continue on the website and"},{"startTime":1092.27,"endTime":1095.39,"body":"stay with you and consider"},{"startTime":1095.39,"endTime":1099.38,"body":"adding to cart and going through"},{"startTime":1095.39,"endTime":1099.38,"body":"that process. So going back to"},{"startTime":1099.38,"endTime":1103.07,"body":"the website copy that we're"},{"startTime":1099.38,"endTime":1103.07,"body":"creating, how does the copy"},{"startTime":1103.1,"endTime":1107.57,"body":"differ on different pages? So"},{"startTime":1103.1,"endTime":1107.57,"body":"like a homepage compared to a"},{"startTime":1107.6,"endTime":1111.2,"body":"product page? How would you"},{"startTime":1107.6,"endTime":1111.2,"body":"differ the the type of copy that"},{"startTime":1111.2,"endTime":1111.77,"body":"you write?"},{"startTime":1112.04,"endTime":1116.81,"body":"Great question, I think that"},{"startTime":1112.04,"endTime":1116.81,"body":"first of all, well, we want to"},{"startTime":1116.81,"endTime":1121.43,"body":"focus on how it differs. I'd"},{"startTime":1116.81,"endTime":1121.43,"body":"like to say first of all that"},{"startTime":1123.05,"endTime":1125.54,"body":"you want to make sure there's"},{"startTime":1123.05,"endTime":1125.54,"body":"consistency throughout those"},{"startTime":1125.54,"endTime":1132.53,"body":"pages, and a flow. So while each"},{"startTime":1125.54,"endTime":1132.53,"body":"page type kind of plays a role,"},{"startTime":1132.83,"endTime":1136.01,"body":"and usually kind of a slightly"},{"startTime":1132.83,"endTime":1136.01,"body":"different role. The first thing"},{"startTime":1136.01,"endTime":1140.03,"body":"to do, when sort of mapping out"},{"startTime":1136.01,"endTime":1140.03,"body":"your website, like building an"},{"startTime":1140.03,"endTime":1142.91,"body":"information architecture, we"},{"startTime":1140.03,"endTime":1142.91,"body":"call it an IA kind of the"},{"startTime":1142.91,"endTime":1147.32,"body":"thinking before the writing is"},{"startTime":1142.91,"endTime":1147.32,"body":"to, you know, make sure that"},{"startTime":1147.86,"endTime":1151.76,"body":"you're you're looking at that"},{"startTime":1147.86,"endTime":1151.76,"body":"flow and thinking about how how"},{"startTime":1151.76,"endTime":1156.02,"body":"a visitor would flow from page"},{"startTime":1151.76,"endTime":1156.02,"body":"to page where you want to move"},{"startTime":1156.02,"endTime":1159.89,"body":"them to and why. And back to"},{"startTime":1156.02,"endTime":1159.89,"body":"tone of voice. There should be"},{"startTime":1159.89,"endTime":1164.12,"body":"consistency in voice across"},{"startTime":1159.89,"endTime":1164.12,"body":"those pages. But saying that, I"},{"startTime":1164.12,"endTime":1168.26,"body":"guess we can dive into some"},{"startTime":1164.12,"endTime":1168.26,"body":"specific pages. So should we"},{"startTime":1168.26,"endTime":1171.53,"body":"start with the homepage? Yeah,"},{"startTime":1168.26,"endTime":1171.53,"body":"as if we're a customer, I guess."},{"startTime":1171.56,"endTime":1174.44,"body":"There you go. You're at your"},{"startTime":1171.56,"endTime":1174.44,"body":"shop window. I'd say that the"},{"startTime":1174.44,"endTime":1178.46,"body":"homepage is an interesting one"},{"startTime":1174.44,"endTime":1178.46,"body":"and important, an important"},{"startTime":1178.46,"endTime":1184.25,"body":"piece of the puzzle. First of"},{"startTime":1178.46,"endTime":1184.25,"body":"all, it's usually the page that"},{"startTime":1185.15,"endTime":1190.19,"body":"most traffic is driven to other"},{"startTime":1185.15,"endTime":1190.19,"body":"than let's say specific landing"},{"startTime":1190.19,"endTime":1194.45,"body":"pages for kind of PPC traffic."},{"startTime":1190.19,"endTime":1194.45,"body":"And we think we can go into"},{"startTime":1194.45,"endTime":1198.56,"body":"those in a moment. But as as"},{"startTime":1194.45,"endTime":1198.56,"body":"your shop window and as that"},{"startTime":1198.59,"endTime":1202.91,"body":"often that Often it's the first"},{"startTime":1198.59,"endTime":1202.91,"body":"touch point, or maybe not the"},{"startTime":1202.91,"endTime":1205.67,"body":"first but they've been driven by"},{"startTime":1202.91,"endTime":1205.67,"body":"an ad or some kind of piece of"},{"startTime":1205.67,"endTime":1208.46,"body":"content is perhaps the first"},{"startTime":1205.67,"endTime":1208.46,"body":"touch point where you're there"},{"startTime":1208.46,"endTime":1212.42,"body":"to kind of really sell yourself"},{"startTime":1208.46,"endTime":1212.42,"body":"that say, the first thing to"},{"startTime":1212.42,"endTime":1216.02,"body":"think about is the kind of real"},{"startTime":1212.42,"endTime":1216.02,"body":"estate at the top, the screen"},{"startTime":1216.02,"endTime":1219.71,"body":"above the fold, which is a bit"},{"startTime":1216.02,"endTime":1219.71,"body":"of a, an old school term, but"},{"startTime":1219.74,"endTime":1223.85,"body":"it's still important. It's that"},{"startTime":1219.74,"endTime":1223.85,"body":"bit that the visitor will see"},{"startTime":1223.85,"endTime":1227.39,"body":"when they land on your site. And"},{"startTime":1223.85,"endTime":1227.39,"body":"we'd like to say in copywriting"},{"startTime":1227.39,"endTime":1234.05,"body":"that you've got around six"},{"startTime":1227.39,"endTime":1234.05,"body":"seconds to grip, your visitor is"},{"startTime":1234.05,"endTime":1236.93,"body":"kind of the make or break"},{"startTime":1234.05,"endTime":1236.93,"body":"moment. And you can look at sort"},{"startTime":1236.93,"endTime":1240.38,"body":"of stats, again, back to like,"},{"startTime":1236.93,"endTime":1240.38,"body":"I've always seen, obviously,"},{"startTime":1240.38,"endTime":1243.68,"body":"like the history of copywriting,"},{"startTime":1240.38,"endTime":1243.68,"body":"an old school newspaper ad, it's"},{"startTime":1243.68,"endTime":1248.6,"body":"very similar when looking at a"},{"startTime":1243.68,"endTime":1248.6,"body":"headline of a new as an old"},{"startTime":1248.84,"endTime":1252.71,"body":"newspaper kind of article."},{"startTime":1248.84,"endTime":1252.71,"body":"That's the most important part"},{"startTime":1252.71,"endTime":1256.7,"body":"that first, you know,"},{"startTime":1252.71,"endTime":1256.7,"body":"essentially value proposition"},{"startTime":1256.7,"endTime":1260.03,"body":"headline that you want to weave"},{"startTime":1256.7,"endTime":1260.03,"body":"into your own page. And I say"},{"startTime":1260.03,"endTime":1263.45,"body":"value proposition, I should add"},{"startTime":1260.03,"endTime":1263.45,"body":"the word unique. Really, what"},{"startTime":1263.45,"endTime":1268.58,"body":"we're trying to achieve there is"},{"startTime":1263.45,"endTime":1268.58,"body":"to take your unique value"},{"startTime":1268.58,"endTime":1273.62,"body":"proposition and express it in a"},{"startTime":1268.58,"endTime":1273.62,"body":"few sentences, an instant"},{"startTime":1273.62,"endTime":1278.21,"body":"clarity, headline. So clarity is"},{"startTime":1273.62,"endTime":1278.21,"body":"key, right? You don't want to"},{"startTime":1278.21,"endTime":1282.35,"body":"get so creative that in sit in"},{"startTime":1278.21,"endTime":1282.35,"body":"those six seconds, your your"},{"startTime":1282.35,"endTime":1286.64,"body":"visitor doesn't know what it is"},{"startTime":1282.35,"endTime":1286.64,"body":"you sell, what's the value, you"},{"startTime":1286.64,"endTime":1288.89,"body":"can offer them why they're"},{"startTime":1286.64,"endTime":1288.89,"body":"there, should they continue"},{"startTime":1288.89,"endTime":1291.92,"body":"reading, and then usually like a"},{"startTime":1288.89,"endTime":1291.92,"body":"sub header or a little paragraph"},{"startTime":1291.95,"endTime":1295.43,"body":"there, which kind of reinforces"},{"startTime":1291.95,"endTime":1295.43,"body":"some of those USPS and gives you"},{"startTime":1295.43,"endTime":1300.71,"body":"a bit more copy to kind of to"},{"startTime":1295.43,"endTime":1300.71,"body":"reinforce that. So that's kind"},{"startTime":1300.71,"endTime":1305.63,"body":"of a key ingredient in our"},{"startTime":1300.71,"endTime":1305.63,"body":"homepage is making sure that you"},{"startTime":1305.63,"endTime":1308.57,"body":"grip them in the first place"},{"startTime":1305.63,"endTime":1308.57,"body":"with that with that insert"},{"startTime":1308.57,"endTime":1313.16,"body":"clarity header and sub header,"},{"startTime":1308.57,"endTime":1313.16,"body":"then a lot of the rest of your"},{"startTime":1313.16,"endTime":1318.08,"body":"homepage here it is dedicated to"},{"startTime":1313.16,"endTime":1318.08,"body":"often kind of teasing other"},{"startTime":1318.08,"endTime":1321.92,"body":"areas of the site. Because"},{"startTime":1318.08,"endTime":1321.92,"body":"naturally, they can go into more"},{"startTime":1321.92,"endTime":1325.82,"body":"detail than other pages. So"},{"startTime":1321.92,"endTime":1325.82,"body":"usually, it's it's, you know,"},{"startTime":1325.85,"endTime":1330.77,"body":"sub headers, paragraphs that"},{"startTime":1325.85,"endTime":1330.77,"body":"will, will tease the about page"},{"startTime":1330.77,"endTime":1336.53,"body":"that will tease like, the"},{"startTime":1330.77,"endTime":1336.53,"body":"product pages. And what I'd say"},{"startTime":1336.56,"endTime":1341.03,"body":"that's really important also for"},{"startTime":1336.56,"endTime":1341.03,"body":"homepage, and I say, again, this"},{"startTime":1341.03,"endTime":1343.13,"body":"is kind of this is very"},{"startTime":1341.03,"endTime":1343.13,"body":"important for specific landing"},{"startTime":1343.13,"endTime":1349.79,"body":"pages, is that your, your sub"},{"startTime":1343.13,"endTime":1349.79,"body":"headers, should, they shouldn't"},{"startTime":1349.79,"endTime":1353.72,"body":"just tease the paragraph"},{"startTime":1349.79,"endTime":1353.72,"body":"underneath them, right? That's"},{"startTime":1353.72,"endTime":1359.6,"body":"very common for for brands to"},{"startTime":1353.72,"endTime":1359.6,"body":"kind of say, you know, why us or"},{"startTime":1360.08,"endTime":1364.34,"body":"our products, and then there's a"},{"startTime":1360.08,"endTime":1364.34,"body":"paragraph there. The reason why"},{"startTime":1364.67,"endTime":1367.37,"body":"you need to do more than that is"},{"startTime":1364.67,"endTime":1367.37,"body":"because lots of people skim and"},{"startTime":1367.37,"endTime":1371.6,"body":"scan, a very common way for"},{"startTime":1367.37,"endTime":1371.6,"body":"people to sort of engage with a"},{"startTime":1371.6,"endTime":1374.39,"body":"website is by skimming and"},{"startTime":1371.6,"endTime":1374.39,"body":"scanning. And it's a very common"},{"startTime":1374.39,"endTime":1378.05,"body":"mistake for marketers, and even"},{"startTime":1374.39,"endTime":1378.05,"body":"copywriters to kind of assume"},{"startTime":1378.05,"endTime":1380.33,"body":"that they're reading every"},{"startTime":1378.05,"endTime":1380.33,"body":"single word because you've"},{"startTime":1380.36,"endTime":1382.49,"body":"poured your heart into it,"},{"startTime":1380.36,"endTime":1382.49,"body":"you've written all these words,"},{"startTime":1382.49,"endTime":1385.61,"body":"it's surely they're going to be"},{"startTime":1382.49,"endTime":1385.61,"body":"reading every word in the exact"},{"startTime":1385.61,"endTime":1388.73,"body":"order that you want them to. The"},{"startTime":1385.61,"endTime":1388.73,"body":"reality is a dirt they kind of"},{"startTime":1389.6,"endTime":1393.11,"body":"land on a website, as I said,"},{"startTime":1389.6,"endTime":1393.11,"body":"they got 20 other tabs open, and"},{"startTime":1393.11,"endTime":1396.89,"body":"they offer whipped through it."},{"startTime":1393.11,"endTime":1396.89,"body":"So a great tip is to make sure"},{"startTime":1397.04,"endTime":1401.72,"body":"on your homepage, your sub"},{"startTime":1397.04,"endTime":1401.72,"body":"headers, it within five seconds"},{"startTime":1401.72,"endTime":1404.54,"body":"of skimming down that page, your"},{"startTime":1401.72,"endTime":1404.54,"body":"sub headers kind of tell the"},{"startTime":1404.54,"endTime":1409.94,"body":"story and express your USP, your"},{"startTime":1404.54,"endTime":1409.94,"body":"unique selling points, just by"},{"startTime":1409.94,"endTime":1414.44,"body":"themselves without them having"},{"startTime":1409.94,"endTime":1414.44,"body":"to read that body copy within"},{"startTime":1414.44,"endTime":1419.21,"body":"each section. So again, you kind"},{"startTime":1414.44,"endTime":1419.21,"body":"of homepage has to do so much,"},{"startTime":1419.21,"endTime":1422.42,"body":"because you kind of want in 510"},{"startTime":1419.21,"endTime":1422.42,"body":"seconds, if someone just"},{"startTime":1422.42,"endTime":1427.49,"body":"reading, you know, the main"},{"startTime":1422.42,"endTime":1427.49,"body":"header and sub header, then"},{"startTime":1427.49,"endTime":1430.97,"body":"whipping through the sub headers"},{"startTime":1427.49,"endTime":1430.97,"body":"to get a feel to get a gist for"},{"startTime":1431.33,"endTime":1434.27,"body":"what it is you can do for them"},{"startTime":1431.33,"endTime":1434.27,"body":"why you're different? What's the"},{"startTime":1434.27,"endTime":1437.21,"body":"unique value you can provide to"},{"startTime":1434.27,"endTime":1437.21,"body":"them? And how can you kind of"},{"startTime":1437.21,"endTime":1441.47,"body":"change their life for the"},{"startTime":1437.21,"endTime":1441.47,"body":"better, in a sense. And then,"},{"startTime":1441.59,"endTime":1445.31,"body":"you know, beyond that, you want"},{"startTime":1441.59,"endTime":1445.31,"body":"to kind of tease these other"},{"startTime":1445.31,"endTime":1449.96,"body":"pages and try to nudge them to"},{"startTime":1445.31,"endTime":1449.96,"body":"sort of navigate the site and go"},{"startTime":1449.96,"endTime":1453.62,"body":"to go to the different areas"},{"startTime":1449.96,"endTime":1453.62,"body":"where where you want them to go"},{"startTime":1453.62,"endTime":1458.09,"body":"and where it would help to, you"},{"startTime":1453.62,"endTime":1458.09,"body":"know, build that trust that we"},{"startTime":1458.09,"endTime":1461.06,"body":"mentioned and build on it to a"},{"startTime":1458.09,"endTime":1461.06,"body":"point whereby, you know,"},{"startTime":1461.06,"endTime":1464.51,"body":"they're, they feel like, you've"},{"startTime":1461.06,"endTime":1464.51,"body":"knocked down the barriers that"},{"startTime":1464.51,"endTime":1467.63,"body":"they had those like objections,"},{"startTime":1464.51,"endTime":1467.63,"body":"you've built up that value."},{"startTime":1467.75,"endTime":1470.6,"body":"You've built that trust, you"},{"startTime":1467.75,"endTime":1470.6,"body":"know, and it's kind of a no"},{"startTime":1470.6,"endTime":1474.23,"body":"brainer for them to kind of park"},{"startTime":1470.6,"endTime":1474.23,"body":"with that hard earned cash and,"},{"startTime":1474.47,"endTime":1476.51,"body":"and buy your product or"},{"startTime":1474.47,"endTime":1476.51,"body":"products."},{"startTime":1476.66,"endTime":1479.36,"body":"I love that idea of teasing the"},{"startTime":1476.66,"endTime":1479.36,"body":"next step. And it's like you're"},{"startTime":1479.36,"endTime":1482.33,"body":"not trying to sell the product"},{"startTime":1479.36,"endTime":1482.33,"body":"at that point, or even tell your"},{"startTime":1482.33,"endTime":1485.72,"body":"whole story. On the homepage."},{"startTime":1482.33,"endTime":1485.72,"body":"It's about getting people to"},{"startTime":1485.72,"endTime":1489.23,"body":"engage more with your brand to"},{"startTime":1485.72,"endTime":1489.23,"body":"start searching around. And I"},{"startTime":1489.23,"endTime":1491.99,"body":"love the idea of teasing. A"},{"startTime":1489.23,"endTime":1491.99,"body":"quick point while we're on the"},{"startTime":1491.99,"endTime":1496.25,"body":"subject of the homepage still is"},{"startTime":1491.99,"endTime":1496.25,"body":"creating that unique value"},{"startTime":1496.28,"endTime":1499.52,"body":"proposition. So to give you some"},{"startTime":1496.28,"endTime":1499.52,"body":"context for the type of"},{"startTime":1499.52,"endTime":1503.48,"body":"businesses that we run will"},{"startTime":1499.52,"endTime":1503.48,"body":"enter a niche or an industry"},{"startTime":1503.48,"endTime":1506.69,"body":"that we can tell, there are"},{"startTime":1503.48,"endTime":1506.69,"body":"products that we want to enter"},{"startTime":1506.69,"endTime":1510.89,"body":"that are selling already. And"},{"startTime":1506.69,"endTime":1510.89,"body":"when we're early stage in this"},{"startTime":1510.95,"endTime":1514.49,"body":"building an E commerce business,"},{"startTime":1510.95,"endTime":1514.49,"body":"we might not be 100% sure on"},{"startTime":1514.52,"endTime":1517.91,"body":"what our unique value"},{"startTime":1514.52,"endTime":1517.91,"body":"proposition is, or even what our"},{"startTime":1517.91,"endTime":1521.33,"body":"value proposition is, as a"},{"startTime":1517.91,"endTime":1521.33,"body":"business of a very early stage."},{"startTime":1521.84,"endTime":1525.77,"body":"So how would you go about kind"},{"startTime":1521.84,"endTime":1525.77,"body":"of getting really clear, and"},{"startTime":1525.77,"endTime":1531.38,"body":"condensing that right down to a"},{"startTime":1525.77,"endTime":1531.38,"body":"sentence or a subheading? How"},{"startTime":1531.38,"endTime":1533.69,"body":"can you really condense and"},{"startTime":1531.38,"endTime":1533.69,"body":"understand what it is you can"},{"startTime":1533.72,"endTime":1535.07,"body":"offer to your customers?"},{"startTime":1535.31,"endTime":1539.33,"body":"You've given me good questions"},{"startTime":1535.31,"endTime":1539.33,"body":"today? Yeah, I'd say that, like"},{"startTime":1539.36,"endTime":1543.2,"body":"when it comes to the value"},{"startTime":1539.36,"endTime":1543.2,"body":"proposition or your UVP, unique"},{"startTime":1543.2,"endTime":1547.4,"body":"value proposition, as you've"},{"startTime":1543.2,"endTime":1547.4,"body":"sort of mentioned there, the"},{"startTime":1547.4,"endTime":1551.9,"body":"first step is the the thinking,"},{"startTime":1547.4,"endTime":1551.9,"body":"right, the strategy, the"},{"startTime":1551.9,"endTime":1555.38,"body":"strategic side of things, prior"},{"startTime":1551.9,"endTime":1555.38,"body":"to actually kind of bringing"},{"startTime":1555.38,"endTime":1559.22,"body":"that to life, with copy. And,"},{"startTime":1555.38,"endTime":1559.22,"body":"and again, for me, that fits"},{"startTime":1559.22,"endTime":1563.72,"body":"into the sort of brand strategy"},{"startTime":1559.22,"endTime":1563.72,"body":"box, right that that stage,"},{"startTime":1563.9,"endTime":1568.13,"body":"which for us, as I said, is like"},{"startTime":1563.9,"endTime":1568.13,"body":"a robably, an essential"},{"startTime":1568.13,"endTime":1571.67,"body":"ingredient, or an essential step"},{"startTime":1568.13,"endTime":1571.67,"body":"prior to kind of bring it to"},{"startTime":1571.67,"endTime":1576.62,"body":"life. And for us, you know, when"},{"startTime":1571.67,"endTime":1576.62,"body":"it comes to value proposition"},{"startTime":1576.65,"endTime":1580.61,"body":"propositions and unique value"},{"startTime":1576.65,"endTime":1580.61,"body":"propositions, there's an element"},{"startTime":1580.61,"endTime":1584.21,"body":"of of having to do competitor"},{"startTime":1580.61,"endTime":1584.21,"body":"analysis, right? Because the"},{"startTime":1584.21,"endTime":1587.48,"body":"likelihood is that you have"},{"startTime":1584.21,"endTime":1587.48,"body":"maybe a brilliant product or"},{"startTime":1587.48,"endTime":1591.59,"body":"products, and maybe they are"},{"startTime":1587.48,"endTime":1591.59,"body":"unique. And I'm sure there's"},{"startTime":1591.59,"endTime":1594.5,"body":"something unique about them, but"},{"startTime":1591.59,"endTime":1594.5,"body":"what is what is that? You know,"},{"startTime":1594.5,"endTime":1598.22,"body":"how can you find find, figure"},{"startTime":1594.5,"endTime":1598.22,"body":"that out? When when the"},{"startTime":1598.22,"endTime":1601.01,"body":"likelihood is that there are"},{"startTime":1598.22,"endTime":1601.01,"body":"probably lots of other"},{"startTime":1601.01,"endTime":1605.06,"body":"competitors who are offering"},{"startTime":1601.01,"endTime":1605.06,"body":"similar products, if not, you"},{"startTime":1605.06,"endTime":1609.23,"body":"know, very, very similar. So you"},{"startTime":1605.06,"endTime":1609.23,"body":"need to do competitor analysis"},{"startTime":1609.23,"endTime":1612.83,"body":"to kind of zig while the"},{"startTime":1609.23,"endTime":1612.83,"body":"industries X to kind of help you"},{"startTime":1612.83,"endTime":1617.57,"body":"understand where, what is unique"},{"startTime":1612.83,"endTime":1617.57,"body":"about what you're offering, and"},{"startTime":1617.6,"endTime":1620.66,"body":"and then create a value"},{"startTime":1617.6,"endTime":1620.66,"body":"proposition statements as more"},{"startTime":1620.66,"endTime":1624.26,"body":"of an sort of internal document."},{"startTime":1620.66,"endTime":1624.26,"body":"There are various formulas, we"},{"startTime":1624.26,"endTime":1628.13,"body":"have one, I'm sure you guys have"},{"startTime":1624.26,"endTime":1628.13,"body":"one, where it's you kind of"},{"startTime":1628.13,"endTime":1632.6,"body":"breaking down, you know, who's"},{"startTime":1628.13,"endTime":1632.6,"body":"your target audience? What it is"},{"startTime":1632.6,"endTime":1637.82,"body":"you you're offering them? What"},{"startTime":1632.6,"endTime":1637.82,"body":"are your differentiators? What"},{"startTime":1637.82,"endTime":1640.1,"body":"does that mean, for them, you"},{"startTime":1637.82,"endTime":1640.1,"body":"know, something like that"},{"startTime":1640.1,"endTime":1642.71,"body":"following a formula. And that"},{"startTime":1640.1,"endTime":1642.71,"body":"might be a bit of a longer"},{"startTime":1642.71,"endTime":1646.01,"body":"statement that's more sort of"},{"startTime":1642.71,"endTime":1646.01,"body":"internal that you use for to"},{"startTime":1646.01,"endTime":1649.1,"body":"drive all of your marketing"},{"startTime":1646.01,"endTime":1649.1,"body":"efforts. And then will we ever"},{"startTime":1649.1,"endTime":1654.29,"body":"do as copywriters kind of the"},{"startTime":1649.1,"endTime":1654.29,"body":"hard task of distilling that"},{"startTime":1654.29,"endTime":1660.26,"body":"down into even fewer words. And"},{"startTime":1654.29,"endTime":1660.26,"body":"again, a, an instant clarity"},{"startTime":1661.25,"endTime":1666.56,"body":"header, you know, on a homepage"},{"startTime":1661.25,"endTime":1666.56,"body":"is one of the toughest kind of"},{"startTime":1666.95,"endTime":1671.78,"body":"nuts to crack, so to speak."},{"startTime":1666.95,"endTime":1671.78,"body":"Because much like taglines,"},{"startTime":1672.05,"endTime":1676.85,"body":"right with sometimes brands come"},{"startTime":1672.05,"endTime":1676.85,"body":"to us and just fake you know,"},{"startTime":1676.85,"endTime":1681.32,"body":"they misunderstand how difficult"},{"startTime":1676.85,"endTime":1681.32,"body":"it is to write a great tagline,"},{"startTime":1681.32,"endTime":1685.01,"body":"when you've got three to five"},{"startTime":1681.32,"endTime":1685.01,"body":"words really embody, you know,"},{"startTime":1685.01,"endTime":1689.0,"body":"the essence of that brand. When"},{"startTime":1685.01,"endTime":1689.0,"body":"you've got fewer words, it"},{"startTime":1689.0,"endTime":1694.16,"body":"actually takes longer sometimes,"},{"startTime":1689.0,"endTime":1694.16,"body":"because it's more difficult. And"},{"startTime":1694.28,"endTime":1699.26,"body":"yet, how do we do it? I guess"},{"startTime":1694.28,"endTime":1699.26,"body":"it's just drilling down into,"},{"startTime":1699.26,"endTime":1702.44,"body":"like, as I said, the essence of"},{"startTime":1699.26,"endTime":1702.44,"body":"that value proposition"},{"startTime":1702.44,"endTime":1705.47,"body":"statement, like, what are the"},{"startTime":1702.44,"endTime":1705.47,"body":"things that jump out? What are"},{"startTime":1705.47,"endTime":1709.88,"body":"those core elements, those core"},{"startTime":1705.47,"endTime":1709.88,"body":"words, and, and, and also, we"},{"startTime":1709.88,"endTime":1714.44,"body":"follow formulas as well. You"},{"startTime":1709.88,"endTime":1714.44,"body":"know, when it comes to writing"},{"startTime":1714.44,"endTime":1717.32,"body":"headlines, for a homepage,"},{"startTime":1714.44,"endTime":1717.32,"body":"there's all kinds of formulas"},{"startTime":1717.32,"endTime":1720.2,"body":"out there that are proven to"},{"startTime":1717.32,"endTime":1720.2,"body":"work. So back to the art and the"},{"startTime":1720.2,"endTime":1726.17,"body":"science, you know, naturally, we"},{"startTime":1720.2,"endTime":1726.17,"body":"want to be creative. And by the"},{"startTime":1726.17,"endTime":1729.26,"body":"same time, there are proven"},{"startTime":1726.17,"endTime":1729.26,"body":"formulas and frameworks that"},{"startTime":1729.26,"endTime":1733.31,"body":"work. So we would usually, if"},{"startTime":1729.26,"endTime":1733.31,"body":"we're writing copy for a client,"},{"startTime":1733.31,"endTime":1736.7,"body":"for example, we usually give"},{"startTime":1733.31,"endTime":1736.7,"body":"them a few options for different"},{"startTime":1736.7,"endTime":1739.91,"body":"headlines that maybe take a"},{"startTime":1736.7,"endTime":1739.91,"body":"slightly different approach, or"},{"startTime":1739.91,"endTime":1743.63,"body":"all of which try to embody that"},{"startTime":1739.91,"endTime":1743.63,"body":"value proposition into sort of"},{"startTime":1743.78,"endTime":1747.92,"body":"one sentence, and then, and then"},{"startTime":1743.78,"endTime":1747.92,"body":"a sub header or sort of a mini"},{"startTime":1747.92,"endTime":1749.09,"body":"paragraph after that."},{"startTime":1749.15,"endTime":1752.03,"body":"Fantastic. That's the key, isn't"},{"startTime":1749.15,"endTime":1752.03,"body":"it, trying to distill something"},{"startTime":1752.03,"endTime":1755.99,"body":"down into a punchy five or six"},{"startTime":1752.03,"endTime":1755.99,"body":"word statement that"},{"startTime":1756.29,"endTime":1759.02,"body":"differentiates you and"},{"startTime":1756.29,"endTime":1759.02,"body":"immediately tells your"},{"startTime":1759.02,"endTime":1762.32,"body":"customers, what they're going to"},{"startTime":1759.02,"endTime":1762.32,"body":"get from working with you is, is"},{"startTime":1762.32,"endTime":1766.37,"body":"the key to all of that I agree"},{"startTime":1762.32,"endTime":1766.37,"body":"making something shorter, and"},{"startTime":1766.37,"endTime":1769.52,"body":"all those less words takes"},{"startTime":1766.37,"endTime":1769.52,"body":"longer than then being less"},{"startTime":1769.52,"endTime":1774.59,"body":"concise. And so taking that then"},{"startTime":1769.52,"endTime":1774.59,"body":"to the product page, how about a"},{"startTime":1774.59,"endTime":1778.55,"body":"few best practices out for"},{"startTime":1774.59,"endTime":1778.55,"body":"actually the copy that we'd put"},{"startTime":1778.55,"endTime":1780.02,"body":"on the product page?"},{"startTime":1780.29,"endTime":1786.17,"body":"Product pages, I think, very"},{"startTime":1780.29,"endTime":1786.17,"body":"commonly focus too much, as I"},{"startTime":1786.17,"endTime":1791.24,"body":"said earlier on features, those"},{"startTime":1786.17,"endTime":1791.24,"body":"specifications, and just that. I"},{"startTime":1791.24,"endTime":1796.04,"body":"think there's often there's a"},{"startTime":1791.24,"endTime":1796.04,"body":"missed opportunity to a inject"},{"startTime":1796.52,"endTime":1800.81,"body":"those benefits in B to inject"},{"startTime":1796.52,"endTime":1800.81,"body":"creativity and pay personality,"},{"startTime":1801.32,"endTime":1804.2,"body":"even with some brands, some"},{"startTime":1801.32,"endTime":1804.2,"body":"ecommerce brands, you'll find"},{"startTime":1804.2,"endTime":1807.65,"body":"that that personality, that tone"},{"startTime":1804.2,"endTime":1807.65,"body":"of voice is kind of there in the"},{"startTime":1807.65,"endTime":1810.83,"body":"homepage in the about page. But"},{"startTime":1807.65,"endTime":1810.83,"body":"then when it comes to the"},{"startTime":1810.83,"endTime":1813.5,"body":"products that, oh, we don't need"},{"startTime":1810.83,"endTime":1813.5,"body":"that, it's just show the"},{"startTime":1813.5,"endTime":1817.19,"body":"product. So there's an"},{"startTime":1813.5,"endTime":1817.19,"body":"opportunity to kind of weave"},{"startTime":1817.19,"endTime":1820.43,"body":"that consistent tone of voice"},{"startTime":1817.19,"endTime":1820.43,"body":"into the product pages as well."},{"startTime":1821.03,"endTime":1826.25,"body":"Something that is very, very"},{"startTime":1821.03,"endTime":1826.25,"body":"powerful. So if this, this might"},{"startTime":1826.25,"endTime":1830.27,"body":"be my tip of the day,"},{"startTime":1826.25,"endTime":1830.27,"body":"potentially, we call it voice of"},{"startTime":1830.27,"endTime":1835.37,"body":"customer data. So voc data. So"},{"startTime":1830.27,"endTime":1835.37,"body":"Voice of Customer language, this"},{"startTime":1835.37,"endTime":1837.92,"body":"is very powerful. But what let"},{"startTime":1835.37,"endTime":1837.92,"body":"me explain what it is, first of"},{"startTime":1837.92,"endTime":1841.1,"body":"all, by that I mean, the way"},{"startTime":1837.92,"endTime":1841.1,"body":"that your customers are"},{"startTime":1841.1,"endTime":1844.97,"body":"describing your product, and"},{"startTime":1841.1,"endTime":1844.97,"body":"describing their pain points and"},{"startTime":1844.97,"endTime":1847.55,"body":"describing their desires and"},{"startTime":1844.97,"endTime":1847.55,"body":"describing how that product"},{"startTime":1847.64,"endTime":1853.58,"body":"changed their life, etc. That is"},{"startTime":1847.64,"endTime":1853.58,"body":"a brilliant thing to gather, and"},{"startTime":1853.58,"endTime":1857.69,"body":"to weave into your product"},{"startTime":1853.58,"endTime":1857.69,"body":"pages. So an easy way to do it"},{"startTime":1857.69,"endTime":1860.69,"body":"when you're an E commerce brand."},{"startTime":1857.69,"endTime":1860.69,"body":"And we often do this for clients"},{"startTime":1861.05,"endTime":1865.13,"body":"is go, you know, if you're"},{"startTime":1861.05,"endTime":1865.13,"body":"selling via Amazon, etc. There's"},{"startTime":1865.13,"endTime":1868.55,"body":"loads of comments there. There's"},{"startTime":1865.13,"endTime":1868.55,"body":"all that feedback. That's a"},{"startTime":1868.55,"endTime":1872.18,"body":"brilliant, that's a that's a"},{"startTime":1868.55,"endTime":1872.18,"body":"goldmine of Voice of Customer"},{"startTime":1872.18,"endTime":1875.39,"body":"language that you can go"},{"startTime":1872.18,"endTime":1875.39,"body":"through. And there are two"},{"startTime":1875.39,"endTime":1881.0,"body":"things we usually look for. On"},{"startTime":1875.39,"endTime":1881.0,"body":"the one hand is when a word or a"},{"startTime":1881.0,"endTime":1884.21,"body":"phrase has been used, commonly,"},{"startTime":1881.0,"endTime":1884.21,"body":"right? Because then you know,"},{"startTime":1884.21,"endTime":1886.61,"body":"there's something there, it's"},{"startTime":1884.21,"endTime":1886.61,"body":"like, oh, okay, that's how they,"},{"startTime":1886.82,"endTime":1890.96,"body":"that's the word they're using to"},{"startTime":1886.82,"endTime":1890.96,"body":"describe the product or the pain"},{"startTime":1890.96,"endTime":1895.4,"body":"point or the brand, you know,"},{"startTime":1890.96,"endTime":1895.4,"body":"because if it's you 60% or 50%"},{"startTime":1895.4,"endTime":1899.27,"body":"of people are kind of using that"},{"startTime":1895.4,"endTime":1899.27,"body":"that word or similar word, then"},{"startTime":1899.33,"endTime":1901.82,"body":"it would be a great idea to"},{"startTime":1899.33,"endTime":1901.82,"body":"weave that into your product"},{"startTime":1901.82,"endTime":1907.31,"body":"page copy. Also, sometimes you"},{"startTime":1901.82,"endTime":1907.31,"body":"just find a quote, that's been"},{"startTime":1907.76,"endTime":1911.45,"body":"so emotive ly written and"},{"startTime":1907.76,"endTime":1911.45,"body":"beautifully written that as a"},{"startTime":1911.45,"endTime":1914.51,"body":"copywriter, you don't even want"},{"startTime":1911.45,"endTime":1914.51,"body":"to touch it that can become your"},{"startTime":1914.51,"endTime":1918.23,"body":"product page headline, it's"},{"startTime":1914.51,"endTime":1918.23,"body":"like, wow, that came from the"},{"startTime":1918.23,"endTime":1920.87,"body":"heart right we as copywriters"},{"startTime":1918.23,"endTime":1920.87,"body":"are trying to express things in"},{"startTime":1920.87,"endTime":1924.83,"body":"a way that will really resonate"},{"startTime":1920.87,"endTime":1924.83,"body":"with the, the emotions of, of"},{"startTime":1924.83,"endTime":1928.46,"body":"our target audience, and what"},{"startTime":1924.83,"endTime":1928.46,"body":"could be better than if it's"},{"startTime":1928.46,"endTime":1931.73,"body":"just come from the horse's"},{"startTime":1928.46,"endTime":1931.73,"body":"mouth, so to speak, you know,"},{"startTime":1931.97,"endTime":1935.24,"body":"and occasionally, you'll just"},{"startTime":1931.97,"endTime":1935.24,"body":"find this amazing emotive"},{"startTime":1935.24,"endTime":1940.58,"body":"language, and you can weave it"},{"startTime":1935.24,"endTime":1940.58,"body":"in. And in order to also create"},{"startTime":1940.61,"endTime":1943.61,"body":"social proof, which is something"},{"startTime":1940.61,"endTime":1943.61,"body":"that we definitely should talk"},{"startTime":1943.61,"endTime":1947.45,"body":"about, you can create instant"},{"startTime":1943.61,"endTime":1947.45,"body":"social proof by actually just"},{"startTime":1947.63,"endTime":1950.99,"body":"putting it in quotation marks."},{"startTime":1947.63,"endTime":1950.99,"body":"So that's another little tip,"},{"startTime":1951.2,"endTime":1954.26,"body":"you know, your product page"},{"startTime":1951.2,"endTime":1954.26,"body":"should have a header as well."},{"startTime":1954.89,"endTime":1957.32,"body":"Again, there's a missed"},{"startTime":1954.89,"endTime":1957.32,"body":"opportunity, if you just write"},{"startTime":1957.32,"endTime":1961.01,"body":"the product name, right have"},{"startTime":1957.32,"endTime":1961.01,"body":"have something more exciting use"},{"startTime":1961.01,"endTime":1963.17,"body":"those copywriting techniques"},{"startTime":1961.01,"endTime":1963.17,"body":"that we're talking about today."},{"startTime":1963.53,"endTime":1966.38,"body":"And potentially, it could"},{"startTime":1963.53,"endTime":1966.38,"body":"literally be a quote, that"},{"startTime":1966.38,"endTime":1971.27,"body":"you've pulled out of a, you"},{"startTime":1966.38,"endTime":1971.27,"body":"know, a customer review. And by"},{"startTime":1971.27,"endTime":1974.09,"body":"putting in quotation marks,"},{"startTime":1971.27,"endTime":1974.09,"body":"people instantly know that"},{"startTime":1974.09,"endTime":1976.67,"body":"that's not come from you, it's"},{"startTime":1974.09,"endTime":1976.67,"body":"not how you're describing your"},{"startTime":1976.67,"endTime":1979.94,"body":"product, is how someone like"},{"startTime":1976.67,"endTime":1979.94,"body":"them, another customer is"},{"startTime":1979.94,"endTime":1983.54,"body":"describing their product. And"},{"startTime":1979.94,"endTime":1983.54,"body":"that's my third point for"},{"startTime":1983.54,"endTime":1986.6,"body":"product pages, other than"},{"startTime":1983.54,"endTime":1986.6,"body":"weaving in voice of customer"},{"startTime":1986.6,"endTime":1992.3,"body":"language, and words and phrases,"},{"startTime":1986.6,"endTime":1992.3,"body":"etc. Social proof is is"},{"startTime":1992.33,"endTime":1995.06,"body":"absolutely crucial, not just for"},{"startTime":1992.33,"endTime":1995.06,"body":"your product page, it should be,"},{"startTime":1995.72,"endTime":1999.23,"body":"you know, weave into every page,"},{"startTime":1995.72,"endTime":1999.23,"body":"but possibly more so on that"},{"startTime":1999.23,"endTime":2002.29,"body":"product page where you're really"},{"startTime":1999.23,"endTime":2002.29,"body":"trying to nudge them to purchase"},{"startTime":2002.29,"endTime":2006.4,"body":"a particular product. People"},{"startTime":2002.29,"endTime":2006.4,"body":"back to trust, we talked about"},{"startTime":2006.4,"endTime":2008.35,"body":"trust at the beginning of one of"},{"startTime":2006.4,"endTime":2008.35,"body":"the first things we talked"},{"startTime":2008.35,"endTime":2013.54,"body":"about, people are more likely to"},{"startTime":2008.35,"endTime":2013.54,"body":"trust other customers, other"},{"startTime":2013.54,"endTime":2017.77,"body":"people like them than they are"},{"startTime":2013.54,"endTime":2017.77,"body":"the brand. Because naturally a"},{"startTime":2017.77,"endTime":2021.16,"body":"brand is going to be saying that"},{"startTime":2017.77,"endTime":2021.16,"body":"their products are great, and"},{"startTime":2021.16,"endTime":2023.2,"body":"are the perfect fit for your"},{"startTime":2021.16,"endTime":2023.2,"body":"needs. Right, that's what we're"},{"startTime":2023.2,"endTime":2026.05,"body":"gonna be doing. We were as a"},{"startTime":2023.2,"endTime":2026.05,"body":"sales and marketing team, that's"},{"startTime":2026.05,"endTime":2030.73,"body":"kind of our job is to say how"},{"startTime":2026.05,"endTime":2030.73,"body":"great our products are. And you"},{"startTime":2030.73,"endTime":2033.94,"body":"can do it in clever ways. But"},{"startTime":2030.73,"endTime":2033.94,"body":"one of the smartest thing you"},{"startTime":2033.94,"endTime":2039.4,"body":"can things you can do is is it"},{"startTime":2033.94,"endTime":2039.4,"body":"is create that social proof by"},{"startTime":2039.82,"endTime":2045.07,"body":"having you know, Customer"},{"startTime":2039.82,"endTime":2045.07,"body":"Quotes, feedback, how many stars"},{"startTime":2045.07,"endTime":2052.24,"body":"did it get in wherever? Google"},{"startTime":2045.07,"endTime":2052.24,"body":"etc. And, yeah, just litter it"},{"startTime":2052.24,"endTime":2055.72,"body":"with with with with with"},{"startTime":2052.24,"endTime":2055.72,"body":"testimonials. Essentially."},{"startTime":2055.899,"endTime":2059.769,"body":"I like I said, it can even be"},{"startTime":2055.899,"endTime":2059.769,"body":"woven into the copy itself."},{"startTime":2060.189,"endTime":2063.279,"body":"Brilliant. Yeah, just a few"},{"startTime":2060.189,"endTime":2063.279,"body":"speech marks in there. Get the"},{"startTime":2063.309,"endTime":2066.369,"body":"customer's voice across. As you"},{"startTime":2063.309,"endTime":2066.369,"body":"say, the customers understand"},{"startTime":2066.369,"endTime":2068.889,"body":"that the brands have got a bit"},{"startTime":2066.369,"endTime":2068.889,"body":"of a vested interest in saying"},{"startTime":2068.889,"endTime":2072.609,"body":"that the products are amazing."},{"startTime":2068.889,"endTime":2072.609,"body":"So they're looking to see okay,"},{"startTime":2072.609,"endTime":2075.519,"body":"but what I will just take your"},{"startTime":2072.609,"endTime":2075.519,"body":"word for it. I'll take the word"},{"startTime":2075.519,"endTime":2079.269,"body":"of it from customers and people"},{"startTime":2075.519,"endTime":2079.269,"body":"that have already purchased it,"},{"startTime":2079.269,"endTime":2081.909,"body":"it just reduces the risk for"},{"startTime":2079.269,"endTime":2081.909,"body":"that customer to buy if they"},{"startTime":2081.909,"endTime":2085.089,"body":"know what another customer has"},{"startTime":2081.909,"endTime":2085.089,"body":"already experienced and said so."},{"startTime":2085.329,"endTime":2088.599,"body":"Yeah, I love that point that you"},{"startTime":2085.329,"endTime":2088.599,"body":"mentioned there. Something else"},{"startTime":2088.599,"endTime":2092.829,"body":"I want to touch on with this"},{"startTime":2088.599,"endTime":2092.829,"body":"episode is the hot topic at the"},{"startTime":2092.829,"endTime":2096.939,"body":"moment and it's the AI influence"},{"startTime":2092.829,"endTime":2096.939,"body":"and I wonder how AI has"},{"startTime":2096.939,"endTime":2101.649,"body":"influenced how you work with"},{"startTime":2096.939,"endTime":2101.649,"body":"your copywriting agency and and"},{"startTime":2101.649,"endTime":2105.129,"body":"how you can actually do"},{"startTime":2101.649,"endTime":2105.129,"body":"copywriting potentially with AI"},{"startTime":2105.339,"endTime":2108.729,"body":"without losing that personal"},{"startTime":2105.339,"endTime":2108.729,"body":"touch that we've talked about is"},{"startTime":2108.729,"endTime":2111.879,"body":"so crucial for your brand"},{"startTime":2108.729,"endTime":2111.879,"body":"identity. Yeah, I've"},{"startTime":2111.88,"endTime":2116.17,"body":"got lots of things to say about"},{"startTime":2111.88,"endTime":2116.17,"body":"this, as you can imagine. The"},{"startTime":2116.17,"endTime":2119.59,"body":"first thing to say is that, for"},{"startTime":2116.17,"endTime":2119.59,"body":"us, as an agency, we've very"},{"startTime":2119.59,"endTime":2124.09,"body":"much embraced the technology,"},{"startTime":2119.59,"endTime":2124.09,"body":"we're very much embraced AI, you"},{"startTime":2124.09,"endTime":2130.9,"body":"know, we kind of had our eye on"},{"startTime":2124.09,"endTime":2130.9,"body":"the developments in in large"},{"startTime":2130.9,"endTime":2135.91,"body":"language models, you know, years"},{"startTime":2130.9,"endTime":2135.91,"body":"ago, because there were tools"},{"startTime":2135.91,"endTime":2139.18,"body":"that were coming out prior to"},{"startTime":2135.91,"endTime":2139.18,"body":"chat, GBT, which was free and"},{"startTime":2139.18,"endTime":2142.45,"body":"kind of blew up the internet."},{"startTime":2139.18,"endTime":2142.45,"body":"And naturally, as a, as a"},{"startTime":2142.45,"endTime":2145.66,"body":"forward thinking agency wanting"},{"startTime":2142.45,"endTime":2145.66,"body":"to future proof our agency,"},{"startTime":2145.66,"endTime":2148.57,"body":"we've had to kind of kind of"},{"startTime":2145.66,"endTime":2148.57,"body":"keep our finger on the pulse of,"},{"startTime":2148.6,"endTime":2154.63,"body":"of, of, of those developments in"},{"startTime":2148.6,"endTime":2154.63,"body":"in generative AI. When chat GPT"},{"startTime":2154.63,"endTime":2160.48,"body":"came along, we kind of sped that"},{"startTime":2154.63,"endTime":2160.48,"body":"process up in a sense. And we we"},{"startTime":2160.48,"endTime":2165.07,"body":"thought it was important for us"},{"startTime":2160.48,"endTime":2165.07,"body":"to a kind of carve out our"},{"startTime":2165.07,"endTime":2169.48,"body":"perspective on it on the future"},{"startTime":2165.07,"endTime":2169.48,"body":"of copywriting. What does it"},{"startTime":2169.48,"endTime":2173.68,"body":"mean, now that you can kind of"},{"startTime":2169.48,"endTime":2173.68,"body":"probe to a chatbot to"},{"startTime":2174.58,"endTime":2179.2,"body":"essentially create copy for you"},{"startTime":2174.58,"endTime":2179.2,"body":"and B to go through a very"},{"startTime":2179.68,"endTime":2183.85,"body":"thorough use case testing"},{"startTime":2179.68,"endTime":2183.85,"body":"process, which we've been doing"},{"startTime":2183.85,"endTime":2188.05,"body":"for over a year, you know, made"},{"startTime":2183.85,"endTime":2188.05,"body":"sure we carved out hours for our"},{"startTime":2188.05,"endTime":2193.42,"body":"writers and team to kind of use"},{"startTime":2188.05,"endTime":2193.42,"body":"case test this technology and"},{"startTime":2193.42,"endTime":2194.89,"body":"see what where are the"},{"startTime":2193.42,"endTime":2194.89,"body":"strengths? Where are the"},{"startTime":2194.89,"endTime":2198.22,"body":"limitations? And again, I don't"},{"startTime":2194.89,"endTime":2198.22,"body":"know, I don't know how much"},{"startTime":2198.22,"endTime":2200.68,"body":"detail to go into. But we"},{"startTime":2198.22,"endTime":2200.68,"body":"created a big spreadsheet, we"},{"startTime":2200.68,"endTime":2203.5,"body":"basically broke down all the"},{"startTime":2200.68,"endTime":2203.5,"body":"things we deliver for homepage,"},{"startTime":2203.53,"endTime":2207.52,"body":"a blog post to a buyer interview"},{"startTime":2203.53,"endTime":2207.52,"body":"to and everything in between and"},{"startTime":2207.52,"endTime":2211.6,"body":"broke it broke it down into what"},{"startTime":2207.52,"endTime":2211.6,"body":"are the steps to kind of deliver"},{"startTime":2212.05,"endTime":2216.07,"body":"each of those, each of those"},{"startTime":2212.05,"endTime":2216.07,"body":"assets. And then we scored them"},{"startTime":2216.07,"endTime":2218.89,"body":"in a certain Scoring Matrix. And"},{"startTime":2216.07,"endTime":2218.89,"body":"then we and that was the basis"},{"startTime":2218.89,"endTime":2222.58,"body":"for our use case testing. So all"},{"startTime":2218.89,"endTime":2222.58,"body":"of that being said, the reason"},{"startTime":2222.58,"endTime":2225.43,"body":"why I'm mentioning it is so that"},{"startTime":2222.58,"endTime":2225.43,"body":"you understand, I think"},{"startTime":2225.43,"endTime":2229.33,"body":"hopefully that when I talk about"},{"startTime":2225.43,"endTime":2229.33,"body":"my my perspective on AI and"},{"startTime":2229.33,"endTime":2232.36,"body":"copywriting, it comes from a"},{"startTime":2229.33,"endTime":2232.36,"body":"place of of understanding and"},{"startTime":2232.36,"endTime":2237.1,"body":"research. So that's the factual"},{"startTime":2232.36,"endTime":2237.1,"body":"question. We believe that the"},{"startTime":2237.1,"endTime":2240.49,"body":"now and future of copywriting is"},{"startTime":2237.1,"endTime":2240.49,"body":"collaborative, right humans and"},{"startTime":2240.49,"endTime":2245.23,"body":"machines, we don't believe at"},{"startTime":2240.49,"endTime":2245.23,"body":"least currently add for the"},{"startTime":2245.23,"endTime":2248.35,"body":"foreseeable future, at least the"},{"startTime":2245.23,"endTime":2248.35,"body":"next five years, let's say you"},{"startTime":2248.35,"endTime":2253.9,"body":"can just front generative AI to"},{"startTime":2248.35,"endTime":2253.9,"body":"great to create copy that is"},{"startTime":2253.9,"endTime":2259.27,"body":"good enough for you. That is"},{"startTime":2253.9,"endTime":2259.27,"body":"great, good, strong, you know,"},{"startTime":2259.3,"endTime":2263.23,"body":"copy that ticks all the boxes"},{"startTime":2259.3,"endTime":2263.23,"body":"that we need to tick. And"},{"startTime":2263.23,"endTime":2269.08,"body":"especially one thing that we're"},{"startTime":2263.23,"endTime":2269.08,"body":"seeing is the mistake of non"},{"startTime":2269.08,"endTime":2274.33,"body":"copywriters trying to just"},{"startTime":2269.08,"endTime":2274.33,"body":"create copy, or people that"},{"startTime":2274.33,"endTime":2276.4,"body":"don't have that sort of"},{"startTime":2274.33,"endTime":2276.4,"body":"copywriting understanding,"},{"startTime":2276.79,"endTime":2279.88,"body":"thinking that they can just put"},{"startTime":2276.79,"endTime":2279.88,"body":"a, you know, a one sentence or"},{"startTime":2279.88,"endTime":2283.15,"body":"one paragraph prompt insert"},{"startTime":2279.88,"endTime":2283.15,"body":"catchy bitty, and it can create"},{"startTime":2283.24,"endTime":2287.11,"body":"a homepage or a landing page or"},{"startTime":2283.24,"endTime":2287.11,"body":"even look posts and the kind of"},{"startTime":2287.11,"endTime":2291.88,"body":"long form content. The problem"},{"startTime":2287.11,"endTime":2291.88,"body":"with that is that and some will"},{"startTime":2291.88,"endTime":2296.2,"body":"put this I thought quite well on"},{"startTime":2291.88,"endTime":2296.2,"body":"on LinkedIn in a comment on one"},{"startTime":2296.2,"endTime":2301.6,"body":"of my posts. They said the best"},{"startTime":2296.2,"endTime":2301.6,"body":"way to write great copy with an"},{"startTime":2301.63,"endTime":2304.96,"body":"AI is by being a great"},{"startTime":2301.63,"endTime":2304.96,"body":"copywriter. I've always garbage"},{"startTime":2304.96,"endTime":2309.4,"body":"in, garbage out. And the reason"},{"startTime":2304.96,"endTime":2309.4,"body":"I say that is because again,"},{"startTime":2309.43,"endTime":2312.04,"body":"it's a tool, right? And you have"},{"startTime":2309.43,"endTime":2312.04,"body":"to have that understanding of"},{"startTime":2312.04,"endTime":2316.78,"body":"what the output should look"},{"startTime":2312.04,"endTime":2316.78,"body":"like. And generative AI the way"},{"startTime":2316.78,"endTime":2319.87,"body":"it works is essentially a"},{"startTime":2316.78,"endTime":2319.87,"body":"predictive model, right? So it"},{"startTime":2319.87,"endTime":2323.68,"body":"picks the next word in the"},{"startTime":2319.87,"endTime":2323.68,"body":"sentence based on what's most"},{"startTime":2323.68,"endTime":2327.52,"body":"likely to come next with some"},{"startTime":2323.68,"endTime":2327.52,"body":"variability in there. So that it"},{"startTime":2327.52,"endTime":2331.93,"body":"doesn't just, you know, it's not"},{"startTime":2327.52,"endTime":2331.93,"body":"creating exactly duplicate"},{"startTime":2331.93,"endTime":2334.99,"body":"duplicate content all the time."},{"startTime":2331.93,"endTime":2334.99,"body":"And the reason I say that is"},{"startTime":2334.99,"endTime":2339.01,"body":"that it's round to kind of"},{"startTime":2334.99,"endTime":2339.01,"body":"copywriting cliches is prone to"},{"startTime":2339.01,"endTime":2342.31,"body":"creating cliches. And that's"},{"startTime":2339.01,"endTime":2342.31,"body":"something we want to avoid. So"},{"startTime":2342.31,"endTime":2345.22,"body":"back to the copywriting"},{"startTime":2342.31,"endTime":2345.22,"body":"handbook, and, you know, all"},{"startTime":2345.52,"endTime":2348.94,"body":"best practices for copywriting."},{"startTime":2345.52,"endTime":2348.94,"body":"You want to avoid cliches, the"},{"startTime":2348.94,"endTime":2352.42,"body":"kind of thing like, Oh, you"},{"startTime":2348.94,"endTime":2352.42,"body":"found the right place. You know,"},{"startTime":2352.42,"endTime":2355.0,"body":"that's the kind of thing you've"},{"startTime":2352.42,"endTime":2355.0,"body":"seen on a million websites,"},{"startTime":2355.69,"endTime":2358.78,"body":"because they overused right at"},{"startTime":2355.69,"endTime":2358.78,"body":"some point, it was probably a"},{"startTime":2358.78,"endTime":2362.59,"body":"good conversation or sentence it"},{"startTime":2358.78,"endTime":2362.59,"body":"was good copyright, but then it"},{"startTime":2362.59,"endTime":2366.88,"body":"gets used by so many brands"},{"startTime":2362.59,"endTime":2366.88,"body":"across so many industries, that"},{"startTime":2366.94,"endTime":2371.2,"body":"it becomes a copywriting cliche."},{"startTime":2366.94,"endTime":2371.2,"body":"And when the reader, you know,"},{"startTime":2371.2,"endTime":2374.02,"body":"their eyes kind of glaze over,"},{"startTime":2371.2,"endTime":2374.02,"body":"you know, it doesn't, it doesn't"},{"startTime":2374.02,"endTime":2377.02,"body":"give that differentiation. We're"},{"startTime":2374.02,"endTime":2377.02,"body":"talking about their unique brand"},{"startTime":2377.02,"endTime":2382.15,"body":"personality. So that was my"},{"startTime":2377.02,"endTime":2382.15,"body":"warning. My warning is that, you"},{"startTime":2382.15,"endTime":2387.43,"body":"know, you can't just prompt AI"},{"startTime":2382.15,"endTime":2387.43,"body":"to create great copy. You might"},{"startTime":2387.43,"endTime":2390.19,"body":"think I would say that but I"},{"startTime":2387.43,"endTime":2390.19,"body":"genuinely believe it. If I"},{"startTime":2390.19,"endTime":2393.97,"body":"didn't believe it. I'd probably"},{"startTime":2390.19,"endTime":2393.97,"body":"be pivoting my agency right now"},{"startTime":2393.97,"endTime":2397.27,"body":"if I thought you could, we would"},{"startTime":2393.97,"endTime":2397.27,"body":"make some more innocent and"},{"startTime":2397.27,"endTime":2402.01,"body":"bigger moves. However, it is"},{"startTime":2397.27,"endTime":2402.01,"body":"Write is a great tool. It's a"},{"startTime":2402.01,"endTime":2404.92,"body":"brilliant tool. And we are, as I"},{"startTime":2402.01,"endTime":2404.92,"body":"said, we've identified a lot of"},{"startTime":2404.92,"endTime":2408.07,"body":"use cases where it's really"},{"startTime":2404.92,"endTime":2408.07,"body":"helping us. The areas that it"},{"startTime":2408.07,"endTime":2414.28,"body":"really helps are, first of all,"},{"startTime":2408.07,"endTime":2414.28,"body":"transcription. So, you know, we"},{"startTime":2414.28,"endTime":2418.0,"body":"use fireflies, and there's"},{"startTime":2414.28,"endTime":2418.0,"body":"multiple other tools out there,"},{"startTime":2418.0,"endTime":2421.81,"body":"whereby one of the things we do"},{"startTime":2418.0,"endTime":2421.81,"body":"as copywriters is talk to the"},{"startTime":2421.81,"endTime":2425.68,"body":"customers of our clients, right,"},{"startTime":2421.81,"endTime":2425.68,"body":"buyer interviews, I mentioned it"},{"startTime":2425.68,"endTime":2429.07,"body":"before, it's a great way to get"},{"startTime":2425.68,"endTime":2429.07,"body":"that voice of customer that we"},{"startTime":2429.07,"endTime":2431.74,"body":"mentioned, and to really"},{"startTime":2429.07,"endTime":2431.74,"body":"understand the pain points that"},{"startTime":2431.74,"endTime":2435.13,"body":"we talked about and the desires"},{"startTime":2431.74,"endTime":2435.13,"body":"that we talked about. When we"},{"startTime":2435.13,"endTime":2439.51,"body":"talk to customers, we record"},{"startTime":2435.13,"endTime":2439.51,"body":"those calls, and AI is brilliant"},{"startTime":2439.51,"endTime":2443.23,"body":"at transcribing. And then you"},{"startTime":2439.51,"endTime":2443.23,"body":"can use it to kind of pick"},{"startTime":2443.23,"endTime":2448.27,"body":"things out of using chat GPT,"},{"startTime":2443.23,"endTime":2448.27,"body":"we've built a bot, a GPT. So"},{"startTime":2448.27,"endTime":2450.82,"body":"we've built a number of bots"},{"startTime":2448.27,"endTime":2450.82,"body":"that serve different functions"},{"startTime":2450.82,"endTime":2455.44,"body":"within the agency. And one of"},{"startTime":2450.82,"endTime":2455.44,"body":"them is doing kind of recaps. So"},{"startTime":2455.44,"endTime":2458.59,"body":"you know, you can, you can"},{"startTime":2455.44,"endTime":2458.59,"body":"essentially transcribe, and you"},{"startTime":2458.59,"endTime":2461.92,"body":"can ask questions like, Oh, tell"},{"startTime":2458.59,"endTime":2461.92,"body":"me the pain points, pull out the"},{"startTime":2461.92,"endTime":2464.98,"body":"pain points, or tell me the"},{"startTime":2461.92,"endTime":2464.98,"body":"desires. And it can also do that"},{"startTime":2464.98,"endTime":2468.55,"body":"for again, for surveys, if you"},{"startTime":2464.98,"endTime":2468.55,"body":"do a survey and you get lots of"},{"startTime":2468.55,"endTime":2472.6,"body":"results back or you do some"},{"startTime":2468.55,"endTime":2472.6,"body":"social listening. Again, it can"},{"startTime":2472.6,"endTime":2477.43,"body":"work a lot faster than humans"},{"startTime":2472.6,"endTime":2477.43,"body":"can. So it can pull out those"},{"startTime":2477.43,"endTime":2479.62,"body":"words and phrases that I"},{"startTime":2477.43,"endTime":2479.62,"body":"mentioned are a very clever"},{"startTime":2479.62,"endTime":2484.12,"body":"thing to weave into your product"},{"startTime":2479.62,"endTime":2484.12,"body":"page, or product pages. It's"},{"startTime":2484.12,"endTime":2488.41,"body":"brilliant for research as well."},{"startTime":2484.12,"endTime":2488.41,"body":"So just, you know, if you want"},{"startTime":2488.41,"endTime":2491.95,"body":"to get a better understanding,"},{"startTime":2488.41,"endTime":2491.95,"body":"in our case of different"},{"startTime":2491.95,"endTime":2495.55,"body":"industries, it can kind of"},{"startTime":2491.95,"endTime":2495.55,"body":"summarize things well and just"},{"startTime":2495.79,"endTime":2498.13,"body":"see, do you have knowledge and"},{"startTime":2495.79,"endTime":2498.13,"body":"Intel and if you're, you know,"},{"startTime":2498.13,"endTime":2501.22,"body":"working for your own, whether"},{"startTime":2498.13,"endTime":2501.22,"body":"you're running your own, you"},{"startTime":2501.22,"endTime":2504.64,"body":"know, e commerce, business, or"},{"startTime":2501.22,"endTime":2504.64,"body":"you're in the marketing team."},{"startTime":2505.87,"endTime":2508.57,"body":"It's kind of good for stress"},{"startTime":2505.87,"endTime":2508.57,"body":"testing things as well. So"},{"startTime":2508.78,"endTime":2513.28,"body":"asking it questions like, again,"},{"startTime":2508.78,"endTime":2513.28,"body":"like what, what would be the"},{"startTime":2513.28,"endTime":2516.31,"body":"pain points of this specific"},{"startTime":2513.28,"endTime":2516.31,"body":"segment, you're going after this"},{"startTime":2516.31,"endTime":2519.82,"body":"particular audience? What would"},{"startTime":2516.31,"endTime":2519.82,"body":"be the desires, it's got a"},{"startTime":2519.82,"endTime":2523.36,"body":"wealth of knowledge, rice,"},{"startTime":2519.82,"endTime":2523.36,"body":"billions of data points, so it"},{"startTime":2523.36,"endTime":2526.24,"body":"can kind of feed you things that"},{"startTime":2523.36,"endTime":2526.24,"body":"you you don't know or you're"},{"startTime":2526.24,"endTime":2530.71,"body":"unsure about. In terms of the"},{"startTime":2526.24,"endTime":2530.71,"body":"creation part, I'd say so it's"},{"startTime":2530.71,"endTime":2534.79,"body":"great as a sparring partner. So"},{"startTime":2530.71,"endTime":2534.79,"body":"our copywriters use it for and"},{"startTime":2534.79,"endTime":2537.79,"body":"me personally, to be honest,"},{"startTime":2534.79,"endTime":2537.79,"body":"like one thing I didn't mention"},{"startTime":2537.82,"endTime":2540.85,"body":"a little extra tip for you."},{"startTime":2537.82,"endTime":2540.85,"body":"metaphors and analogies and"},{"startTime":2540.85,"endTime":2544.87,"body":"similes are great, great copy is"},{"startTime":2540.85,"endTime":2544.87,"body":"good copyright practices to"},{"startTime":2544.87,"endTime":2550.36,"body":"weave those in. Because it's"},{"startTime":2544.87,"endTime":2550.36,"body":"just a creative way to bring"},{"startTime":2550.39,"endTime":2554.56,"body":"certain aspects and features"},{"startTime":2550.39,"endTime":2554.56,"body":"alive. It's kind of like mini"},{"startTime":2554.56,"endTime":2558.88,"body":"stories in a sentence. And"},{"startTime":2554.56,"endTime":2558.88,"body":"sometimes, this is probably me"},{"startTime":2559.39,"endTime":2562.93,"body":"being too honest here. Sometimes"},{"startTime":2559.39,"endTime":2562.93,"body":"because I'm not writing copy as"},{"startTime":2562.93,"endTime":2566.2,"body":"much as I used to, you know,"},{"startTime":2562.93,"endTime":2566.2,"body":"essentially I'm, you know, I'm"},{"startTime":2566.2,"endTime":2568.84,"body":"the CEO. I do write LinkedIn"},{"startTime":2566.2,"endTime":2568.84,"body":"posts, though. That's when I"},{"startTime":2568.84,"endTime":2570.85,"body":"kind of have to get creative."},{"startTime":2568.84,"endTime":2570.85,"body":"And sometimes I kind of get"},{"startTime":2570.85,"endTime":2575.98,"body":"stuck or I know I want to work a"},{"startTime":2570.85,"endTime":2575.98,"body":"simile or metaphor into my, into"},{"startTime":2575.98,"endTime":2579.43,"body":"my post, and my brain gets a bit"},{"startTime":2575.98,"endTime":2579.43,"body":"stuck. So I use chat GBT as a"},{"startTime":2579.43,"endTime":2584.05,"body":"sparring partner, drop it in"},{"startTime":2579.43,"endTime":2584.05,"body":"there and say, you know, can you"},{"startTime":2584.53,"endTime":2586.96,"body":"turn this point into a metaphor?"},{"startTime":2584.53,"endTime":2586.96,"body":"Give me some options, give me"},{"startTime":2586.96,"endTime":2591.76,"body":"510 options. And our copywriters"},{"startTime":2586.96,"endTime":2591.76,"body":"will maybe, you know, start with"},{"startTime":2591.76,"endTime":2596.86,"body":"a headline, I get to chat GBT to"},{"startTime":2591.76,"endTime":2596.86,"body":"kind of churn out various"},{"startTime":2596.86,"endTime":2599.89,"body":"different headlines. And often"},{"startTime":2596.86,"endTime":2599.89,"body":"like, some of them will be"},{"startTime":2599.89,"endTime":2603.67,"body":"crappy, right? Maybe even most"},{"startTime":2599.89,"endTime":2603.67,"body":"of them but you can pick some"},{"startTime":2603.67,"endTime":2607.0,"body":"out that are good or is food for"},{"startTime":2603.67,"endTime":2607.0,"body":"thought it will lead you in a"},{"startTime":2607.0,"endTime":2610.18,"body":"certain direction. So I think"},{"startTime":2607.0,"endTime":2610.18,"body":"it's great as a as a"},{"startTime":2611.95,"endTime":2616.42,"body":"transcriber, as a as a research"},{"startTime":2611.95,"endTime":2616.42,"body":"partner as a, as a sparring"},{"startTime":2616.42,"endTime":2621.79,"body":"partner. And to sometimes stress"},{"startTime":2616.42,"endTime":2621.79,"body":"test your decisions as well. And"},{"startTime":2621.79,"endTime":2625.39,"body":"potentially also as as a, as a"},{"startTime":2621.79,"endTime":2625.39,"body":"planner of copying content as"},{"startTime":2625.39,"endTime":2628.03,"body":"well. I talked before about"},{"startTime":2625.39,"endTime":2628.03,"body":"information architecture, the"},{"startTime":2628.03,"endTime":2630.82,"body":"thinking before the writing, you"},{"startTime":2628.03,"endTime":2630.82,"body":"know, before you just write a"},{"startTime":2630.82,"endTime":2634.36,"body":"homepage, what's the message"},{"startTime":2630.82,"endTime":2634.36,"body":"hierarchy? What goes first, what"},{"startTime":2634.36,"endTime":2637.93,"body":"goes next, before you write a"},{"startTime":2634.36,"endTime":2637.93,"body":"blog post, you know, what's that"},{"startTime":2637.93,"endTime":2641.65,"body":"kind of structure to the post AI"},{"startTime":2637.93,"endTime":2641.65,"body":"can kind of really help there"},{"startTime":2641.65,"endTime":2645.82,"body":"too. But again, be warned that"},{"startTime":2641.65,"endTime":2645.82,"body":"it's usually going to go for the"},{"startTime":2645.82,"endTime":2650.62,"body":"most obvious thing, the most"},{"startTime":2645.82,"endTime":2650.62,"body":"done thing, the most cliched"},{"startTime":2650.62,"endTime":2655.0,"body":"thing, whether that's, you know,"},{"startTime":2650.62,"endTime":2655.0,"body":"the topic or the actual copy"},{"startTime":2655.0,"endTime":2658.03,"body":"itself. So that's why we think"},{"startTime":2659.35,"endTime":2663.01,"body":"don't don't abuse it right. Use"},{"startTime":2659.35,"endTime":2663.01,"body":"it don't abuse it don't isn't"},{"startTime":2663.01,"endTime":2668.05,"body":"Don't, don't rely on it too"},{"startTime":2663.01,"endTime":2668.05,"body":"much. And back to my main point,"},{"startTime":2668.05,"endTime":2671.41,"body":"which is I think it's a"},{"startTime":2668.05,"endTime":2671.41,"body":"collaboration, human and"},{"startTime":2671.41,"endTime":2676.81,"body":"machines and my main tip for AI"},{"startTime":2671.41,"endTime":2676.81,"body":"is to have chat, be chatting"},{"startTime":2676.81,"endTime":2680.71,"body":"with T open Don't stick your"},{"startTime":2676.81,"endTime":2680.71,"body":"head in the sand, embrace the"},{"startTime":2680.71,"endTime":2684.55,"body":"technology and play with it and"},{"startTime":2680.71,"endTime":2684.55,"body":"test it for yourself because"},{"startTime":2684.61,"endTime":2687.85,"body":"while we've got company wide"},{"startTime":2684.61,"endTime":2687.85,"body":"processes, what one of the main"},{"startTime":2687.85,"endTime":2690.73,"body":"conclusions we came to after"},{"startTime":2687.85,"endTime":2690.73,"body":"doing this big use case testing"},{"startTime":2691.03,"endTime":2695.62,"body":"project was that everyone uses"},{"startTime":2691.03,"endTime":2695.62,"body":"it in a different way. Each of"},{"startTime":2695.62,"endTime":2699.31,"body":"our copywriters have their own"},{"startTime":2695.62,"endTime":2699.31,"body":"individual ways of of writing a"},{"startTime":2699.31,"endTime":2702.49,"body":"headline and and coming up with"},{"startTime":2699.31,"endTime":2702.49,"body":"a structure for ancient writing"},{"startTime":2702.49,"endTime":2707.26,"body":"that copy. And each of them use"},{"startTime":2702.49,"endTime":2707.26,"body":"now use our bots that we've"},{"startTime":2707.26,"endTime":2712.3,"body":"created our GPS in different"},{"startTime":2707.26,"endTime":2712.3,"body":"ways. And I think the crucial"},{"startTime":2712.3,"endTime":2718.06,"body":"thing is to have patience as"},{"startTime":2712.3,"endTime":2718.06,"body":"well don't shut things down and"},{"startTime":2718.06,"endTime":2721.12,"body":"go, Oh, I tried it and the"},{"startTime":2718.06,"endTime":2721.12,"body":"output was rubbish. It is"},{"startTime":2721.12,"endTime":2724.06,"body":"rubbish. You have to have"},{"startTime":2721.12,"endTime":2724.06,"body":"patience and learn how to prompt"},{"startTime":2724.06,"endTime":2726.37,"body":"to learn how to read prompt and"},{"startTime":2724.06,"endTime":2726.37,"body":"get it to where you want it to"},{"startTime":2726.37,"endTime":2729.97,"body":"get to. And I think this is"},{"startTime":2726.37,"endTime":2729.97,"body":"crucial beyond just copywriting."},{"startTime":2730.24,"endTime":2736.0,"body":"This is like, learning how to"},{"startTime":2730.24,"endTime":2736.0,"body":"use search, right? My mum"},{"startTime":2736.21,"endTime":2738.76,"body":"doesn't have to search for"},{"startTime":2736.21,"endTime":2738.76,"body":"things on Google because she's"},{"startTime":2739.21,"endTime":2741.46,"body":"rubbish, rubbish with"},{"startTime":2739.21,"endTime":2741.46,"body":"technology. And she has to call"},{"startTime":2741.46,"endTime":2745.03,"body":"me up because she's not been"},{"startTime":2741.46,"endTime":2745.03,"body":"able to find a website, right?"},{"startTime":2745.06,"endTime":2750.22,"body":"She can't really email Hiva. It"},{"startTime":2745.06,"endTime":2750.22,"body":"we could I I'm telling we're"},{"startTime":2750.22,"endTime":2753.76,"body":"telling people, you know,"},{"startTime":2750.22,"endTime":2753.76,"body":"everyone, really, you should get"},{"startTime":2753.76,"endTime":2757.0,"body":"used to this technology because"},{"startTime":2753.76,"endTime":2757.0,"body":"this is the future. And we you"},{"startTime":2757.0,"endTime":2760.12,"body":"could end up like my mum, if you"},{"startTime":2757.0,"endTime":2760.12,"body":"just kind of shove it aside and"},{"startTime":2760.12,"endTime":2761.5,"body":"go now it's rubbish. It didn't"},{"startTime":2760.12,"endTime":2761.5,"body":"work"},{"startTime":2761.53,"endTime":2764.8,"body":"for me. Yeah. And you"},{"startTime":2761.53,"endTime":2764.8,"body":"potentially push away the"},{"startTime":2764.8,"endTime":2768.73,"body":"opportunities that it can bring."},{"startTime":2764.8,"endTime":2768.73,"body":"So yeah, I like that the hybrid,"},{"startTime":2768.82,"endTime":2773.05,"body":"the hybrid copywriter, if you"},{"startTime":2768.82,"endTime":2773.05,"body":"will, sort of AI but the key"},{"startTime":2773.05,"endTime":2776.53,"body":"with it being hybrid is that if"},{"startTime":2773.05,"endTime":2776.53,"body":"you've got more idea of what"},{"startTime":2776.53,"endTime":2781.12,"body":"great copy looks like, then"},{"startTime":2776.53,"endTime":2781.12,"body":"you'll be able to get great copy"},{"startTime":2781.12,"endTime":2783.64,"body":"out of AI. Whereas if you're"},{"startTime":2781.12,"endTime":2783.64,"body":"going with a hybrid model, and"},{"startTime":2783.64,"endTime":2786.97,"body":"you don't know what great copy"},{"startTime":2783.64,"endTime":2786.97,"body":"looks like, then that equally,"},{"startTime":2787.15,"endTime":2789.85,"body":"the balance is there then for"},{"startTime":2787.15,"endTime":2789.85,"body":"the chat, GBT isn't going to be"},{"startTime":2789.85,"endTime":2793.84,"body":"able to produce as great copy"},{"startTime":2789.85,"endTime":2793.84,"body":"was a decent summary. Do you"},{"startTime":2793.84,"endTime":2794.44,"body":"say? Yeah,"},{"startTime":2794.47,"endTime":2797.56,"body":"I'd say so. Yeah, definitely."},{"startTime":2794.47,"endTime":2797.56,"body":"And we're even seeing that."},{"startTime":2798.55,"endTime":2801.19,"body":"There are quite big brands, we"},{"startTime":2798.55,"endTime":2801.19,"body":"work with a lot of global"},{"startTime":2801.19,"endTime":2805.87,"body":"companies that are starting to"},{"startTime":2801.19,"endTime":2805.87,"body":"come to us more, I feel like the"},{"startTime":2805.87,"endTime":2809.83,"body":"demand for human copywriting has"},{"startTime":2805.87,"endTime":2809.83,"body":"kind of is on the rise again."},{"startTime":2810.22,"endTime":2813.82,"body":"And having conversations with"},{"startTime":2810.22,"endTime":2813.82,"body":"them is often because, you know,"},{"startTime":2813.85,"endTime":2816.64,"body":"I've got several companies I've"},{"startTime":2813.85,"endTime":2816.64,"body":"spoken to recently where they've"},{"startTime":2816.67,"endTime":2819.31,"body":"dabbled in it, they've tried it."},{"startTime":2816.67,"endTime":2819.31,"body":"But the person within the"},{"startTime":2819.31,"endTime":2824.71,"body":"company pushing content creation"},{"startTime":2819.31,"endTime":2824.71,"body":"or copy creation with AI is not"},{"startTime":2824.71,"endTime":2827.11,"body":"a copywriter, or even a"},{"startTime":2824.71,"endTime":2827.11,"body":"marketer. Sometimes they like a"},{"startTime":2827.23,"endTime":2829.63,"body":"growth hacker. They're like, Oh,"},{"startTime":2827.23,"endTime":2829.63,"body":"we can use this and, and the"},{"startTime":2829.63,"endTime":2832.42,"body":"outputs been so bad that the"},{"startTime":2829.63,"endTime":2832.42,"body":"marketing team have gone Oh,"},{"startTime":2832.42,"endTime":2835.54,"body":"wow, we need to go back and find"},{"startTime":2832.42,"endTime":2835.54,"body":"that creative copywriting team."},{"startTime":2835.84,"endTime":2839.5,"body":"And in my opinion, you know, it"},{"startTime":2835.84,"endTime":2839.5,"body":"shouldn't be bad it should you"},{"startTime":2839.5,"endTime":2842.14,"body":"need the right people using it,"},{"startTime":2839.5,"endTime":2842.14,"body":"and have that right"},{"startTime":2842.14,"endTime":2845.53,"body":"understanding of where you need"},{"startTime":2842.14,"endTime":2845.53,"body":"to get it too. And that's where"},{"startTime":2845.53,"endTime":2847.69,"body":"we've really embraced it and"},{"startTime":2845.53,"endTime":2847.69,"body":"believe that we're kind of"},{"startTime":2848.47,"endTime":2851.47,"body":"practicing what we preach in"},{"startTime":2848.47,"endTime":2851.47,"body":"terms of this hybrid approach to"},{"startTime":2851.47,"endTime":2853.24,"body":"copywriting. Fascinating,"},{"startTime":2853.48,"endTime":2855.37,"body":"brilliant. I'm really glad we"},{"startTime":2853.48,"endTime":2855.37,"body":"touched on that, and that"},{"startTime":2855.37,"endTime":2859.21,"body":"there's been so many top tips"},{"startTime":2855.37,"endTime":2859.21,"body":"inside this podcast Kandra."},{"startTime":2859.87,"endTime":2862.18,"body":"Yeah, I mean, I've learned so"},{"startTime":2859.87,"endTime":2862.18,"body":"much as listening to you. And"},{"startTime":2862.18,"endTime":2865.66,"body":"I'm sure we can speak about this"},{"startTime":2862.18,"endTime":2865.66,"body":"for hours. And I know we will go"},{"startTime":2865.66,"endTime":2869.11,"body":"on to do another recording now"},{"startTime":2865.66,"endTime":2869.11,"body":"for the for the members, as"},{"startTime":2869.11,"endTime":2872.14,"body":"well. So just to close out, it's"},{"startTime":2869.11,"endTime":2872.14,"body":"something you've you've"},{"startTime":2872.14,"endTime":2876.46,"body":"highlighted, I think will be of"},{"startTime":2872.14,"endTime":2876.46,"body":"no interest of people listening"},{"startTime":2876.46,"endTime":2880.99,"body":"today is the 13th lenses"},{"startTime":2876.46,"endTime":2880.99,"body":"framework. I guess is that is"},{"startTime":2880.99,"endTime":2885.25,"body":"that how you you view any copy"},{"startTime":2880.99,"endTime":2885.25,"body":"that you create? And is there a"},{"startTime":2885.25,"endTime":2889.15,"body":"way that people can access the"},{"startTime":2885.25,"endTime":2889.15,"body":"13 lenses framework?"},{"startTime":2889.45,"endTime":2893.95,"body":"There is a way James so thanks"},{"startTime":2889.45,"endTime":2893.95,"body":"for the plug. Yeah, 13 lenses in"},{"startTime":2893.95,"endTime":2898.27,"body":"a nutshell is kind of 13"},{"startTime":2893.95,"endTime":2898.27,"body":"different core ingredients that"},{"startTime":2898.27,"endTime":2903.01,"body":"we've identified as you know the"},{"startTime":2898.27,"endTime":2903.01,"body":"ingredients, you need to write"},{"startTime":2903.01,"endTime":2906.16,"body":"copy and content that does what"},{"startTime":2903.01,"endTime":2906.16,"body":"you want it to do compel"},{"startTime":2906.16,"endTime":2909.43,"body":"convincing convert, I've touched"},{"startTime":2906.16,"endTime":2909.43,"body":"on some of them the real talk"},{"startTime":2909.43,"endTime":2913.81,"body":"lens, the goldfish lens, the"},{"startTime":2909.43,"endTime":2913.81,"body":"brand lens, there's an SEO lens,"},{"startTime":2914.26,"endTime":2918.13,"body":"creative spark lens, you know,"},{"startTime":2914.26,"endTime":2918.13,"body":"13, I don't have time to dive"},{"startTime":2918.13,"endTime":2922.3,"body":"into all of them now. But what"},{"startTime":2918.13,"endTime":2922.3,"body":"it is for us as an agency is is"},{"startTime":2922.3,"endTime":2926.38,"body":"not just something that we train"},{"startTime":2922.3,"endTime":2926.38,"body":"our copywriters on and akin to"},{"startTime":2926.38,"endTime":2929.44,"body":"every brief, we've actually"},{"startTime":2926.38,"endTime":2929.44,"body":"turned it into basically a"},{"startTime":2929.44,"endTime":2933.37,"body":"scoring matrix or a less fancy"},{"startTime":2929.44,"endTime":2933.37,"body":"way of saying that is a"},{"startTime":2933.37,"endTime":2936.97,"body":"checklist so that when we write"},{"startTime":2933.37,"endTime":2936.97,"body":"a copy for our clients, you"},{"startTime":2936.97,"endTime":2940.12,"body":"know, we have well copyright"},{"startTime":2936.97,"endTime":2940.12,"body":"first wrong the first draft, it"},{"startTime":2940.12,"endTime":2942.97,"body":"moves over to a QA copywriter"},{"startTime":2940.12,"endTime":2942.97,"body":"that can essentially whip"},{"startTime":2942.97,"endTime":2946.9,"body":"through this checklist. We're"},{"startTime":2942.97,"endTime":2946.9,"body":"aiming to get to 100% in terms"},{"startTime":2946.9,"endTime":2952.21,"body":"of ticking every box or as close"},{"startTime":2946.9,"endTime":2952.21,"body":"to it as possible. So how can"},{"startTime":2952.21,"endTime":2957.52,"body":"your listeners access to 30"},{"startTime":2952.21,"endTime":2957.52,"body":"lenses, we do have an E guide"},{"startTime":2957.61,"endTime":2962.68,"body":"that delves into it and talks"},{"startTime":2957.61,"endTime":2962.68,"body":"about each lens in detail and"},{"startTime":2962.68,"endTime":2966.55,"body":"kind of the things that you"},{"startTime":2962.68,"endTime":2966.55,"body":"should be thinking about whether"},{"startTime":2966.55,"endTime":2969.82,"body":"you want to turn that into a"},{"startTime":2966.55,"endTime":2969.82,"body":"scoring checklist that's up to"},{"startTime":2969.82,"endTime":2974.2,"body":"you, but at least it's there for"},{"startTime":2969.82,"endTime":2974.2,"body":"consideration right and whenever"},{"startTime":2974.2,"endTime":2977.8,"body":"you're reviewing copy, analyzing"},{"startTime":2974.2,"endTime":2977.8,"body":"and optimizing your copy and"},{"startTime":2977.8,"endTime":2981.76,"body":"content wherever it may be."},{"startTime":2977.8,"endTime":2981.76,"body":"These are the kinds of core"},{"startTime":2981.76,"endTime":2985.45,"body":"areas that you should be"},{"startTime":2981.76,"endTime":2985.45,"body":"reviewing and and getting the"},{"startTime":2985.45,"endTime":2988.3,"body":"balance right balance is a very"},{"startTime":2985.45,"endTime":2988.3,"body":"important word there because you"},{"startTime":2988.3,"endTime":2991.96,"body":"don't want to write copy that's"},{"startTime":2988.3,"endTime":2991.96,"body":"so SEO focused that you forgot"},{"startTime":2991.96,"endTime":2995.56,"body":"about the humans that are"},{"startTime":2991.96,"endTime":2995.56,"body":"reading it or that so kind of"},{"startTime":2995.56,"endTime":2998.38,"body":"brand focus that you've"},{"startTime":2995.56,"endTime":2998.38,"body":"forgotten about. The sales"},{"startTime":2998.38,"endTime":3000.66,"body":"psychology and conversion"},{"startTime":2998.38,"endTime":3000.66,"body":"copywriting technics because"},{"startTime":3000.66,"endTime":3004.65,"body":"it's all storytelling. Right? So"},{"startTime":3000.66,"endTime":3004.65,"body":"it's about getting balanced,"},{"startTime":3004.65,"endTime":3010.05,"body":"right? So yes, we have an E"},{"startTime":3004.65,"endTime":3010.05,"body":"guide. And I believe you'll be"},{"startTime":3010.05,"endTime":3013.98,"body":"dropping a link somewhere in the"},{"startTime":3010.05,"endTime":3013.98,"body":"show notes."},{"startTime":3014.19,"endTime":3017.52,"body":"Yeah, that will be the link very"},{"startTime":3014.19,"endTime":3017.52,"body":"high up in the show notes and"},{"startTime":3017.52,"endTime":3020.46,"body":"this huge of people to get hold"},{"startTime":3017.52,"endTime":3020.46,"body":"of that 30 lens of ego, because"},{"startTime":3020.46,"endTime":3023.43,"body":"I think it is a fantastic"},{"startTime":3020.46,"endTime":3023.43,"body":"starting position to put into"},{"startTime":3023.43,"endTime":3026.01,"body":"practice everything we've talked"},{"startTime":3023.43,"endTime":3026.01,"body":"about today. Absolutely."},{"startTime":3026.22,"endTime":3029.73,"body":"Fantastic. Well, thanks you very"},{"startTime":3026.22,"endTime":3029.73,"body":"much, Conrad for joining us. I"},{"startTime":3029.73,"endTime":3033.33,"body":"also know that you're starting a"},{"startTime":3029.73,"endTime":3033.33,"body":"podcast for yourself. So for"},{"startTime":3033.33,"endTime":3035.64,"body":"people that have enjoyed this"},{"startTime":3033.33,"endTime":3035.64,"body":"conversation, want to learn more"},{"startTime":3035.64,"endTime":3039.57,"body":"about optimizing the copy as"},{"startTime":3035.64,"endTime":3039.57,"body":"well, then you can check out"},{"startTime":3039.57,"endTime":3042.51,"body":"Conrad's podcast, if you got the"},{"startTime":3039.57,"endTime":3042.51,"body":"name sorted for that new"},{"startTime":3042.51,"endTime":3043.86,"body":"podcast. We do. Yeah,"},{"startTime":3043.89,"endTime":3047.43,"body":"thanks for the thanks for the"},{"startTime":3043.89,"endTime":3047.43,"body":"other plug there. It's called"},{"startTime":3047.43,"endTime":3051.84,"body":"funnel visionaries. Real talk on"},{"startTime":3047.43,"endTime":3051.84,"body":"perfecting the customer journey."},{"startTime":3052.32,"endTime":3055.53,"body":"So will very much be obviously"},{"startTime":3052.32,"endTime":3055.53,"body":"looking at copy, but also"},{"startTime":3055.53,"endTime":3059.25,"body":"delving into content strategy"},{"startTime":3055.53,"endTime":3059.25,"body":"and how to map that out and the"},{"startTime":3059.25,"endTime":3062.52,"body":"different areas of the funnel,"},{"startTime":3059.25,"endTime":3062.52,"body":"obviously through a sort of"},{"startTime":3062.52,"endTime":3066.72,"body":"content and copy lens. So yeah,"},{"startTime":3062.52,"endTime":3066.72,"body":"the first recording is coming up"},{"startTime":3066.72,"endTime":3069.84,"body":"this week, as I said, and"},{"startTime":3066.72,"endTime":3069.84,"body":"hopefully we'll have that all up"},{"startTime":3069.84,"endTime":3074.16,"body":"and open and ready for your ears"},{"startTime":3069.84,"endTime":3074.16,"body":"and eyes very soon. But another"},{"startTime":3074.16,"endTime":3078.3,"body":"great, great place to sort of"},{"startTime":3074.16,"endTime":3078.3,"body":"connect with me and follow my my"},{"startTime":3078.3,"endTime":3082.08,"body":"content. And the things I like"},{"startTime":3078.3,"endTime":3082.08,"body":"to talk about is on LinkedIn."},{"startTime":3082.5,"endTime":3086.52,"body":"I'm quite active on LinkedIn,"},{"startTime":3082.5,"endTime":3086.52,"body":"and I, you know, give value"},{"startTime":3086.52,"endTime":3089.19,"body":"value there. I hope copywriting"},{"startTime":3086.52,"endTime":3089.19,"body":"tips, content, strategy,"},{"startTime":3089.22,"endTime":3092.19,"body":"strategy tips, and also just"},{"startTime":3089.22,"endTime":3092.19,"body":"talk about my story and agency"},{"startTime":3092.19,"endTime":3095.64,"body":"journey, which hopefully you'll"},{"startTime":3092.19,"endTime":3095.64,"body":"find interesting as well. 100%."},{"startTime":3095.67,"endTime":3098.91,"body":"Fantastic. Thanks again, Conrad"},{"startTime":3095.67,"endTime":3098.91,"body":"for joining us. Definitely ought"},{"startTime":3098.91,"endTime":3102.0,"body":"to be checking out that podcast"},{"startTime":3098.91,"endTime":3102.0,"body":"as well as LinkedIn and already"},{"startTime":3102.0,"endTime":3104.85,"body":"connected with you and would"},{"startTime":3102.0,"endTime":3104.85,"body":"recommend for everyone else. So"},{"startTime":3104.85,"endTime":3106.95,"body":"thank you, Conrad, for joining"},{"startTime":3104.85,"endTime":3106.95,"body":"us on today's episode."},{"startTime":3107.04,"endTime":3108.33,"body":"Thanks for having me. It's been"},{"startTime":3107.04,"endTime":3108.33,"body":"fun."},{"startTime":3108.63,"endTime":3112.17,"body":"What a fantastic session that"},{"startTime":3108.63,"endTime":3112.17,"body":"was with Conrad there, his"},{"startTime":3112.17,"endTime":3116.01,"body":"insights into copywriting really"},{"startTime":3112.17,"endTime":3116.01,"body":"shine a light on how critical it"},{"startTime":3116.01,"endTime":3119.37,"body":"is for your success. Especially"},{"startTime":3116.01,"endTime":3119.37,"body":"interesting was hearing about"},{"startTime":3119.37,"endTime":3123.51,"body":"his 13th lenses framework, which"},{"startTime":3119.37,"endTime":3123.51,"body":"I know is going to be incredibly"},{"startTime":3123.51,"endTime":3127.02,"body":"valuable for you when you"},{"startTime":3123.51,"endTime":3127.02,"body":"analyze and improve the text on"},{"startTime":3127.02,"endTime":3130.62,"body":"your website and elsewhere. It"},{"startTime":3127.02,"endTime":3130.62,"body":"definitely will be a no Conrad's"},{"startTime":3130.62,"endTime":3134.61,"body":"expertise in crafting compelling"},{"startTime":3130.62,"endTime":3134.61,"body":"copy is something that will"},{"startTime":3134.88,"endTime":3137.37,"body":"really transform your ecommerce"},{"startTime":3134.88,"endTime":3137.37,"body":"business. If"},{"startTime":3137.37,"endTime":3140.13,"body":"you apply the lessons from"},{"startTime":3137.37,"endTime":3140.13,"body":"today's episode into your own"},{"startTime":3140.13,"endTime":3143.88,"body":"store, drawing your customers in"},{"startTime":3140.13,"endTime":3143.88,"body":"with better copy guiding them"},{"startTime":3143.88,"endTime":3147.18,"body":"through the journey that"},{"startTime":3143.88,"endTime":3147.18,"body":"eventually ends in conversions"},{"startTime":3147.21,"endTime":3150.75,"body":"on your store. That's the name"},{"startTime":3147.21,"endTime":3150.75,"body":"of the game. His tips on finding"},{"startTime":3150.75,"endTime":3153.63,"body":"your brand voice I thought were"},{"startTime":3150.75,"endTime":3153.63,"body":"really helpful and best"},{"startTime":3153.63,"endTime":3157.71,"body":"practices for every page of your"},{"startTime":3153.63,"endTime":3157.71,"body":"site that can really make a real"},{"startTime":3157.71,"endTime":3160.35,"body":"real difference. It's about"},{"startTime":3157.71,"endTime":3160.35,"body":"speaking directly to your"},{"startTime":3160.35,"endTime":3163.92,"body":"audience in a way that resonates"},{"startTime":3160.35,"endTime":3163.92,"body":"with them. I particularly"},{"startTime":3163.92,"endTime":3167.7,"body":"enjoyed Conrad's approach to"},{"startTime":3163.92,"endTime":3167.7,"body":"using AI in copywriting not"},{"startTime":3167.7,"endTime":3171.51,"body":"necessarily to replace humans."},{"startTime":3167.7,"endTime":3171.51,"body":"But just to better enhance how"},{"startTime":3171.51,"endTime":3175.08,"body":"you can create more meaningful"},{"startTime":3171.51,"endTime":3175.08,"body":"connections with your customers."},{"startTime":3175.35,"endTime":3178.38,"body":"Some really important insights"},{"startTime":3175.35,"endTime":3178.38,"body":"that Conrad made today. And if"},{"startTime":3178.38,"endTime":3181.32,"body":"you are looking to elevate your"},{"startTime":3178.38,"endTime":3181.32,"body":"brand, I know that applying"},{"startTime":3181.32,"endTime":3185.16,"body":"Conrad's copywriting strategies"},{"startTime":3181.32,"endTime":3185.16,"body":"is a must. His methods are not"},{"startTime":3185.16,"endTime":3187.62,"body":"just about writing better. As we"},{"startTime":3185.16,"endTime":3187.62,"body":"discussed, it's more about"},{"startTime":3187.62,"endTime":3190.92,"body":"thinking deeper about your"},{"startTime":3187.62,"endTime":3190.92,"body":"customers psychology and"},{"startTime":3190.92,"endTime":3194.01,"body":"understanding why they would buy"},{"startTime":3190.92,"endTime":3194.01,"body":"and why they want to buy"},{"startTime":3194.01,"endTime":3196.95,"body":"particularly from you. So the"},{"startTime":3194.01,"endTime":3196.95,"body":"conversation and also the"},{"startTime":3196.95,"endTime":3200.04,"body":"following members training that"},{"startTime":3196.95,"endTime":3200.04,"body":"we put together afterwards. It's"},{"startTime":3200.04,"endTime":3204.36,"body":"all really laid out a roadmap"},{"startTime":3200.04,"endTime":3204.36,"body":"for immediate implementation. I"},{"startTime":3204.36,"endTime":3206.97,"body":"think it's actually quite rare."},{"startTime":3204.36,"endTime":3206.97,"body":"I'd say Louis to get such a"},{"startTime":3206.97,"endTime":3210.24,"body":"clear and actionable plan. Yeah,"},{"startTime":3206.97,"endTime":3210.24,"body":"it's rare to find something"},{"startTime":3210.24,"endTime":3212.85,"body":"that's so actionable that you"},{"startTime":3210.24,"endTime":3212.85,"body":"can apply today and start"},{"startTime":3212.85,"endTime":3214.86,"body":"earning more money in your"},{"startTime":3212.85,"endTime":3214.86,"body":"business than you were"},{"startTime":3214.86,"endTime":3216.48,"body":"yesterday. Now, if"},{"startTime":3216.48,"endTime":3219.57,"body":"you're listening to this, and"},{"startTime":3216.48,"endTime":3219.57,"body":"you're serious about stepping up"},{"startTime":3219.57,"endTime":3223.47,"body":"your ecommerce business, taking"},{"startTime":3219.57,"endTime":3223.47,"body":"a deep dive into the art and"},{"startTime":3223.47,"endTime":3226.83,"body":"science of copywriting with"},{"startTime":3223.47,"endTime":3226.83,"body":"Conrad's Insights is a great"},{"startTime":3226.83,"endTime":3230.67,"body":"start. And remember, great"},{"startTime":3226.83,"endTime":3230.67,"body":"copywriting is just one piece of"},{"startTime":3230.67,"endTime":3234.51,"body":"the puzzle for a holistic"},{"startTime":3230.67,"endTime":3234.51,"body":"approach to e commerce success."},{"startTime":3234.6,"endTime":3238.83,"body":"My book the home turf advantage"},{"startTime":3234.6,"endTime":3238.83,"body":"covers everything you need from"},{"startTime":3238.83,"endTime":3242.52,"body":"how to select which products to"},{"startTime":3238.83,"endTime":3242.52,"body":"sell, how to make consistent"},{"startTime":3242.52,"endTime":3247.23,"body":"sales with paid ads profitably,"},{"startTime":3242.52,"endTime":3247.23,"body":"and even how to leverage copy"},{"startTime":3247.35,"endTime":3252.45,"body":"for maximum impact. Head over to"},{"startTime":3247.35,"endTime":3252.45,"body":"HT a book.com. To pick up your"},{"startTime":3252.45,"endTime":3257.16,"body":"copy today, implement Conrad's"},{"startTime":3252.45,"endTime":3257.16,"body":"strategies, follow the framework"},{"startTime":3257.16,"endTime":3261.06,"body":"in the book and watch your"},{"startTime":3257.16,"endTime":3261.06,"body":"business grow. It's time to turn"},{"startTime":3261.06,"endTime":3263.4,"body":"those words into action and"},{"startTime":3261.06,"endTime":3263.4,"body":"sales."},{"startTime":3264.09,"endTime":3267.66,"body":"Enjoying the podcast we'd love"},{"startTime":3264.09,"endTime":3267.66,"body":"to hear from you leave a comment"},{"startTime":3267.69,"endTime":3270.78,"body":"or a review, and we might just"},{"startTime":3267.69,"endTime":3270.78,"body":"feature it on an upcoming"},{"startTime":3270.78,"endTime":3274.95,"body":"episode. Also, for detailed show"},{"startTime":3270.78,"endTime":3274.95,"body":"notes and resources, head to"},{"startTime":3274.95,"endTime":3277.98,"body":"dropship unlock.com forward"},{"startTime":3274.95,"endTime":3277.98,"body":"slash podcast."},{"startTime":3278.52,"endTime":3282.27,"body":"If you found value from any"},{"startTime":3278.52,"endTime":3282.27,"body":"episode of this podcast, please"},{"startTime":3282.27,"endTime":3285.57,"body":"take just 10 seconds to leave us"},{"startTime":3282.27,"endTime":3285.57,"body":"a quick five star review on your"},{"startTime":3285.57,"endTime":3288.9,"body":"podcast app of choice. It helps"},{"startTime":3285.57,"endTime":3288.9,"body":"us more than you could imagine."},{"startTime":3289.02,"endTime":3291.72,"body":"And who knows you might just"},{"startTime":3289.02,"endTime":3291.72,"body":"hear your comments on the show."},{"startTime":3291.99,"endTime":3294.33,"body":"Thanks for being part of our"},{"startTime":3291.99,"endTime":3294.33,"body":"community. Your support helps us"},{"startTime":3294.33,"endTime":3296.61,"body":"keep delivering a new episode"},{"startTime":3294.33,"endTime":3296.61,"body":"every week."},{"startTime":3296.67,"endTime":3299.19,"body":"Now it's time to answer a"},{"startTime":3296.67,"endTime":3299.19,"body":"question that we've had in from"},{"startTime":3299.19,"endTime":3301.5,"body":"a listener of the past. To cast."},{"startTime":3299.19,"endTime":3301.5,"body":"So thank you for your question."},{"startTime":3301.68,"endTime":3303.48,"body":"And remember, if you have a"},{"startTime":3301.68,"endTime":3303.48,"body":"question, and he wants it"},{"startTime":3303.48,"endTime":3306.48,"body":"answered on the podcast, all you"},{"startTime":3303.48,"endTime":3306.48,"body":"need to do is leave a comment"},{"startTime":3306.51,"endTime":3309.69,"body":"beneath the YouTube video"},{"startTime":3306.51,"endTime":3309.69,"body":"version of this episode. And"},{"startTime":3309.69,"endTime":3313.98,"body":"that's exactly what Ferhat has"},{"startTime":3309.69,"endTime":3313.98,"body":"done. And he has asked, I am"},{"startTime":3313.98,"endTime":3318.48,"body":"just wondering if the suppliers"},{"startTime":3313.98,"endTime":3318.48,"body":"sell you products one by one? Or"},{"startTime":3318.48,"endTime":3322.47,"body":"would they want to buy in bulk?"},{"startTime":3318.48,"endTime":3322.47,"body":"Also, how are you going to"},{"startTime":3322.47,"endTime":3323.79,"body":"negotiate pricing?"},{"startTime":3323.94,"endTime":3327.09,"body":"Thanks for your question. And"},{"startTime":3323.94,"endTime":3327.09,"body":"yeah, it's really good. So we"},{"startTime":3327.12,"endTime":3330.96,"body":"specifically target suppliers"},{"startTime":3327.12,"endTime":3330.96,"body":"who are already comfortable with"},{"startTime":3330.96,"endTime":3333.84,"body":"the Drop Shipping model. So what"},{"startTime":3330.96,"endTime":3333.84,"body":"this does is ensures that"},{"startTime":3333.84,"endTime":3337.41,"body":"they're open to fulfilling"},{"startTime":3333.84,"endTime":3337.41,"body":"orders one at a time, even"},{"startTime":3337.41,"endTime":3340.14,"body":"before we talked to them, so"},{"startTime":3337.41,"endTime":3340.14,"body":"we're not convincing them that"},{"startTime":3340.2,"endTime":3342.87,"body":"they should move from a"},{"startTime":3340.2,"endTime":3342.87,"body":"different model of dispatching"},{"startTime":3342.87,"endTime":3347.19,"body":"orders in bulk, to now supplying"},{"startTime":3342.87,"endTime":3347.19,"body":"us one by one product at a time."},{"startTime":3347.49,"endTime":3350.55,"body":"We know from our validation"},{"startTime":3347.49,"endTime":3350.55,"body":"steps that we do in week two of"},{"startTime":3350.55,"endTime":3353.28,"body":"our masterclass program that"},{"startTime":3350.55,"endTime":3353.28,"body":"these suppliers are already"},{"startTime":3353.28,"endTime":3356.52,"body":"doing this. So we're not asking"},{"startTime":3353.28,"endTime":3356.52,"body":"them to reinvent their"},{"startTime":3356.52,"endTime":3360.84,"body":"processes. This alignment is"},{"startTime":3356.52,"endTime":3360.84,"body":"crucial for the smooth operation"},{"startTime":3360.84,"endTime":3362.91,"body":"of our business, because you"},{"startTime":3360.84,"endTime":3362.91,"body":"wouldn't want to be buying in"},{"startTime":3362.91,"endTime":3365.91,"body":"bulk. With this model. Sometimes"},{"startTime":3362.91,"endTime":3365.91,"body":"you might approach a supplier"},{"startTime":3365.91,"endTime":3369.42,"body":"who maybe isn't yet doing this."},{"startTime":3365.91,"endTime":3369.42,"body":"And if there is any hesitation"},{"startTime":3369.42,"endTime":3373.08,"body":"from suppliers about the whole"},{"startTime":3369.42,"endTime":3373.08,"body":"one at a time ordering process,"},{"startTime":3373.32,"endTime":3376.53,"body":"we just make sure that we really"},{"startTime":3373.32,"endTime":3376.53,"body":"emphasize the benefits of that"},{"startTime":3376.53,"endTime":3379.65,"body":"model to then, by freeing up"},{"startTime":3376.53,"endTime":3379.65,"body":"that money that we don't then"},{"startTime":3379.65,"endTime":3383.61,"body":"have to invest in huge amounts"},{"startTime":3379.65,"endTime":3383.61,"body":"of fair stock means that we can"},{"startTime":3383.61,"endTime":3386.79,"body":"invest more in advertising,"},{"startTime":3383.61,"endTime":3386.79,"body":"which then leads to a quicker"},{"startTime":3386.79,"endTime":3389.88,"body":"and potentially larger volume of"},{"startTime":3386.79,"endTime":3389.88,"body":"sales for them, which is what"},{"startTime":3389.88,"endTime":3393.12,"body":"they want. And then in turn that"},{"startTime":3389.88,"endTime":3393.12,"body":"benefits both parties in the"},{"startTime":3393.12,"endTime":3397.53,"body":"long run us. And regarding your"},{"startTime":3393.12,"endTime":3397.53,"body":"second part of the question"},{"startTime":3397.53,"endTime":3401.34,"body":"about pricing negotiations,"},{"startTime":3397.53,"endTime":3401.34,"body":"start negotiations by just"},{"startTime":3401.34,"endTime":3404.1,"body":"asking suppliers for their price"},{"startTime":3401.34,"endTime":3404.1,"body":"list, they'll usually have a"},{"startTime":3404.1,"endTime":3407.16,"body":"price list of trade prices,"},{"startTime":3404.1,"endTime":3407.16,"body":"which is what they sell the"},{"startTime":3407.16,"endTime":3411.57,"body":"products to retailers such as"},{"startTime":3407.16,"endTime":3411.57,"body":"yourself for, we would aim for a"},{"startTime":3411.57,"endTime":3416.64,"body":"reasonable margin of around 30%"},{"startTime":3411.57,"endTime":3416.64,"body":"for a starting margin, any lower"},{"startTime":3416.64,"endTime":3419.28,"body":"than that, and it can become"},{"startTime":3416.64,"endTime":3419.28,"body":"quite difficult. And margins can"},{"startTime":3419.28,"endTime":3422.46,"body":"get squeezed when you start"},{"startTime":3419.28,"endTime":3422.46,"body":"paying for ads as well. If their"},{"startTime":3422.46,"endTime":3425.67,"body":"initial offer doesn't meet our"},{"startTime":3422.46,"endTime":3425.67,"body":"target, then we'll use their"},{"startTime":3425.67,"endTime":3428.58,"body":"price list as a starting point"},{"startTime":3425.67,"endTime":3428.58,"body":"for negotiations. Maybe we'll"},{"startTime":3428.58,"endTime":3432.06,"body":"keep adspend low on that brand"},{"startTime":3428.58,"endTime":3432.06,"body":"to ensure that we are profitable"},{"startTime":3432.06,"endTime":3434.43,"body":"for the sales that we do make."},{"startTime":3432.06,"endTime":3434.43,"body":"And as we start to prove"},{"startTime":3434.43,"endTime":3437.25,"body":"ourselves, we can negotiate"},{"startTime":3434.43,"endTime":3437.25,"body":"better margins with suppliers,"},{"startTime":3437.25,"endTime":3441.12,"body":"try and get them above that 30%"},{"startTime":3437.25,"endTime":3441.12,"body":"profit margin mark, and really"},{"startTime":3441.15,"endTime":3444.06,"body":"eventually aim to reach a"},{"startTime":3441.15,"endTime":3444.06,"body":"mutually beneficial agreement"},{"startTime":3444.06,"endTime":3446.43,"body":"with us. Perfect. Thank you."},{"startTime":3444.06,"endTime":3446.43,"body":"Listen, thank you for your"},{"startTime":3446.43,"endTime":3449.04,"body":"question. It's now time to"},{"startTime":3446.43,"endTime":3449.04,"body":"highlight a recent review that"},{"startTime":3449.04,"endTime":3452.55,"body":"we've had for the podcast as"},{"startTime":3449.04,"endTime":3452.55,"body":"well. And a big thank you to Ian"},{"startTime":3452.55,"endTime":3456.54,"body":"MacGillivray for the YouTube"},{"startTime":3452.55,"endTime":3456.54,"body":"comment. And Ian is also very"},{"startTime":3456.54,"endTime":3459.99,"body":"special to the podcast because"},{"startTime":3456.54,"endTime":3459.99,"body":"he actually won the store that"},{"startTime":3459.99,"endTime":3463.68,"body":"we built. And Lewis built in a"},{"startTime":3459.99,"endTime":3463.68,"body":"recent YouTube series that we've"},{"startTime":3463.68,"endTime":3467.25,"body":"released on YouTube, where Lewis"},{"startTime":3463.68,"endTime":3467.25,"body":"did the step by step guide of"},{"startTime":3467.25,"endTime":3470.34,"body":"building a brand new drop"},{"startTime":3467.25,"endTime":3470.34,"body":"shipping business. And Ian was"},{"startTime":3470.34,"endTime":3474.54,"body":"the lucky winner of that"},{"startTime":3470.34,"endTime":3474.54,"body":"competition. So Ian has left a"},{"startTime":3474.54,"endTime":3477.48,"body":"YouTube comments. Thank you very"},{"startTime":3474.54,"endTime":3477.48,"body":"much for sharing your thoughts."},{"startTime":3477.54,"endTime":3480.54,"body":"So Ian said, Honestly, I'm"},{"startTime":3477.54,"endTime":3480.54,"body":"lacking the appropriate"},{"startTime":3480.54,"endTime":3484.44,"body":"superlatives. This series of"},{"startTime":3480.54,"endTime":3484.44,"body":"videos is truly exceptional."},{"startTime":3484.62,"endTime":3487.59,"body":"Thank you so much for your"},{"startTime":3484.62,"endTime":3487.59,"body":"review in and again,"},{"startTime":3487.59,"endTime":3490.38,"body":"congratulations on winning the"},{"startTime":3487.59,"endTime":3490.38,"body":"store. Thanks for entering that"},{"startTime":3490.38,"endTime":3495.66,"body":"competition well deserved. As we"},{"startTime":3490.38,"endTime":3495.66,"body":"wrap up for today. One question"},{"startTime":3495.66,"endTime":3499.44,"body":"I have for you is who do you"},{"startTime":3495.66,"endTime":3499.44,"body":"know, that could benefit from"},{"startTime":3499.44,"endTime":3503.49,"body":"hearing this message? Open up"},{"startTime":3499.44,"endTime":3503.49,"body":"your phone right now. On this"},{"startTime":3503.49,"endTime":3507.15,"body":"podcast, tap the Share button"},{"startTime":3503.49,"endTime":3507.15,"body":"and send them a link to this"},{"startTime":3507.15,"endTime":3509.97,"body":"episode on WhatsApp today and"},{"startTime":3507.15,"endTime":3509.97,"body":"just put a message that says"},{"startTime":3510.27,"endTime":3514.32,"body":"thought you might enjoy this."},{"startTime":3510.27,"endTime":3514.32,"body":"That tiny gesture to be the"},{"startTime":3514.32,"endTime":3518.19,"body":"thing that changes the direction"},{"startTime":3514.32,"endTime":3518.19,"body":"of their life for the better."},{"startTime":3518.55,"endTime":3518.85,"body":"Thanks"},{"startTime":3518.85,"endTime":3522.6,"body":"for joining us on this episode"},{"startTime":3518.85,"endTime":3522.6,"body":"of the dropship on lot podcast."},{"startTime":3522.63,"endTime":3525.6,"body":"We hope you're walking away with"},{"startTime":3522.63,"endTime":3525.6,"body":"insights and inspiration."},{"startTime":3525.99,"endTime":3529.56,"body":"to kickstart your E commerce"},{"startTime":3525.99,"endTime":3529.56,"body":"journey. Grab a copy of my book,"},{"startTime":3529.62,"endTime":3535.59,"body":"the home of turf advantage at a"},{"startTime":3529.62,"endTime":3535.59,"body":"book.com is a distilled guide"},{"startTime":3535.59,"endTime":3538.59,"body":"based on real experience to help"},{"startTime":3535.59,"endTime":3538.59,"body":"you build your E commerce"},{"startTime":3538.59,"endTime":3539.01,"body":"venture."},{"startTime":3539.07,"endTime":3541.35,"body":"Don't forget to hit the"},{"startTime":3539.07,"endTime":3541.35,"body":"subscribe button for more"},{"startTime":3541.35,"endTime":3543.06,"body":"strategies and success stories."},{"startTime":3543.42,"endTime":3545.85,"body":"If you like what you heard a"},{"startTime":3543.42,"endTime":3545.85,"body":"five star review would mean the"},{"startTime":3545.85,"endTime":3548.67,"body":"world to us and you might just"},{"startTime":3545.85,"endTime":3548.67,"body":"get a shout out on an upcoming"},{"startTime":3548.67,"endTime":3552.15,"body":"episode. And finally, thank you"},{"startTime":3548.67,"endTime":3552.15,"body":"for deciding to spend your time"},{"startTime":3552.15,"endTime":3554.91,"body":"with us today. We can't wait to"},{"startTime":3552.15,"endTime":3554.91,"body":"bring you more insights on the"},{"startTime":3554.91,"endTime":3557.7,"body":"next episode of the dropship"},{"startTime":3554.91,"endTime":3557.7,"body":"unlocked podcast."}]}