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- Link: https://www.youtube.com/watch?v=mWNYE5yVOzk&ab_channel=CopyThat%21
- Overall remark – 水平很一般，干货很少，但是它主要的干货出自”Break-through copywriting”. 考虑到书的推荐，给个3/5.
- Two school of Ads: Indirect Response vs. Direct Response
- Direct response – immediate action
- 感觉direct response怎么看上去就像spam?
- 作者推荐direct response
- 5 stages of awareness (from “Breakthrough Copywriting”)
- Unaware -> Appeal to identity (since person isn’t aware of the problem)
- Problem Aware -> Provide solution
- Solution Aware -> Provide product
- Product Aware -> more feature in product
- Most Aware -> final objection overcome in product
- Awareness five stage useful in retargeting campaign – different layers in retargeting funnel apply different message
- Dimensionalization (make feature make more emotional / make buyer more able to feel the benefit)
- From book Breakthrough advertising again.