CXL Scholarship — 3rd Week Review

4- Product Messaging — Continued

  • Last week, I talked about this course and now I am continuing it. Again, we are talking about messaging and copywriting.
  • Momoko tried to convey a lot of messages regarding webpage copywriting. She told us that you have to be data-driven when the time of writing actual copy comes. Nice sentence, right?
  • In writing copy, it is better to always use “You” and “Your” instead of “I”, “My”, and “Our”. this places the focus on the customer and he/she feels that he/she is the one in control. That he/she is the decision-maker.
  • In writing your page copy, pay attention to testimonials and social proof. Whenever you think the user needs some additional assurances, don’t hesitate to use testimonials. They are in doubt and need to hear other people who are endorsing the product/service quality.
  • She also talked about the order that you should use when you want to structure your pages, especially your homepage and landing pages. This was actually beneficial to me because I am dealing with making decisions in this regard and it seems that the universe has made this timing to match perfectly!
  • In making your landing pages, it is always the best choice to listen to your customers. Get ideas from what they are praising or criticizing about you and use the most prominent ones in your copy.
  • Some great stuff suddenly emerged. This part was about editing the copy to improve its effectiveness. Using explicit words and sentences is always better for conveying a concept that is in your mind. Don’t forget to use strong words, verbs, and adjectives to make it stand out. People will better believe the lines that are strong and punchy.
  • I remember reading “Everybody Writes” and in that great book, Ann Handley had said that try to cut your adverbs and use stronger verbs instead. Now I think I’m understanding what she then tried to teach me.
  • Using words that draw vivid pictures in the mind is the best thing a copywriter can do. This is why powerful copywriters are always in demand and charge a lot per piece.
  • The formatting and layout part was huge and took a long time to watch. I learned about 2 big laws of UX in this section. Hick’s Law and Fitt’s Law. They are very well known and didn’t know their names.
  • One says the more options you give people, the more confused they will get. The other says that to bigger the item is, the more attention it draws to itself.
  • Prototyping is introduced as a valuable thing in the world of copywriting. I personally would like to see a final version before my eyes and this idea touches me very well.
  • Using Figma, Sketch, Photoshop and all of these fancy apps is nonsense to me. If you want to make a prototype and use wireframes, you will find the best tool that matches your needs.
  • The last part of this course was to pass a test. I thought it is rather easy and doesn’t need much effort. Actually I tried for the first time and failed. Tried it for the second time and failed again.
  • Pss… I tried for the fourth time and failed again. This is a weird test and I have to admit that I hate multiple-choice questions. I believe that test is designed intentionally to kill your self-esteem.
  • I’m still trying. I thought that it’d be a better option to re-watch the whole course and pay close attention to the speaker to find the test answers!

5- People and Psychology

  • Just by reading the intro, I can tell that this is the part that I will fall in love with. First, because it is taught by Peep, and second because it talks about a concept that I already like. Thinking fast and slow about how we humans think is a great subject for me to read about.
  • The 6+1 principles of persuasion have been presented and the Unity which is the last one is kinda odd to me. It seems to be the same as liking. Cialdini himself has said that we tend to comply more with the people that we like and are like us.
  • Fogg’s model is another great model I learned about here. It says the easier the job is, the less motivated people are to do it, or at least that is what I take from this model at first glance.
  • Oops, the previous sentence was just a part of Fogg’s model. It basically says that our behaviors are dependant on three things: ability (how easy it is to do), motivation (are we interested in doing it), and triggers (the invitation to do the job). Great model by B.J Fogg.
  • 3 core motivators were beautifully described in this section. I also liked the behavior types.
  • I was introduced to a new concept. We have three layers of the brain: new brain, middle brain, old brain. We have to convince the old brain so that the prospect gets convinced to buy. The old brain works based on simple rules that were best described in the article itself.
  • I watched a great TED Talk at the end of the article from a guy named Patrick Renvoise that brilliantly elaborated on the “Old Brain” thing.
  • The next part is a list and it is a big one. Peep himself admits it that the list is enormous. But there is no way not to neglect it. If it is there, there has to be a reason. I stop using my laptop and start reading the long article on my iPad.
  • It is kind of the supplement content for Cialdini’s persuasion techniques. It is actually full of the cognitive biases that I like to know. I like the commitment bias the most.
  • It is talking about a thing called the “Paradox of choice” which I have previously read about. It was by a brilliant guy named Barry Schwartz and if you google his name, you’ll definitely find his TED talks.
  • I’m really exhausted after reading this article. It took me two consecutive days and after that, I need time to rest.




A marketer who tries to act based on data and never stops learning.

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Mohammad Sammak

Mohammad Sammak

A marketer who tries to act based on data and never stops learning.

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