Copywriting Tutorial: How To Write The Headlines That Don’t SUCK

Copywriting Tips For The 5 Levels of Customer Awareness
Get my Headline Writing Pyramid & Guide ►► alexcattoni.com...
One of the biggest mistakes a copywriter can make is using the SAME hook and headline for every single audience.
Think about it: the way you capture the attention of a random scroller-by on Facebook is very different from how you’d present an offer to your most loyal subscribers.
Today I’m talking about how to write headlines the RIGHT away, based on the 5 Levels of Customer Awareness.
Stay to the end to look over-my-shoulder as I walk you through my Headline Writing Pyramid & Guide.
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#headlines #copywriting #copywritingtips

[@paulchris9031]

I've been writing for a while & since I started following you on your social media platforms, I can say my copy has become better. I send my copy to a friend whenever I write one to get a feedback and he says my copy has become CLEARER, DESCRIPTIVE and EMPATHETIC. Thank you 😊.

[@AlexCattoni]

That's amazing!! Well done 👏

[@Jonkings07]

The ultimate video where you get to understand all the customer journey, sales funnel, customer awareness. It's been years since I had questions about it and thanks to your video, I finally get it

[@AlexCattoni]

Awesome! Thanks so much for watching!

[@chrislc267]

I’m actually blown away by how informative this video was. Even down to realizing I never knew how to find those ads on Facebook and how easy it is!

[@AlexCattoni]

Awesome! Thank you for watching :)

[@kathleenmukheibir8205]

Watched this specific video now for the first time. I really enjoyed that you took everything you'd said in the first part and applied it in a practical way at the end. It just made everything that much more understandable. I'm really loving your videos! I've learnt a lot from them.

[@AlexCattoni]

Aw, thank you so much Kathleen!

[@mdirfan-lr5wr]

It's a masterpiece. literally !!!!

[@vishalinarayanan4340]

Just when I was struggling with this... Thank you Alex! You give us such quality content, and I can't thank you enough for all your kind efforts!

[@matthewsager925]

Going through the ad pyramid was VERY helpful!!! Thank you for your in-depth breakdown!

[@sherry143ish]

This is insane! Thank you, Alex. I have been thinking to switch my career, and fortunately, I have come across your videos. I definitely get high when I write something, and you have really given me a nudge to consider and pursue Copywriting! I became an active follower of your videos just in a day's time. Thankful to you

[@AlexCattoni]

Amazing!! So happy to hear that I could help motivate you to pursue a passion 🔥

[@Abraham-vargheese]

Me too😎

[@ajisafebenjamin436]

How's it going

[@taniyashaikh2500]

Have been binge watching your content and just wanted to say that I've been a freelance content writer for 3 years completely blind to this whole other world of copy💜 thankyou

[@AlexCattoni]

Amazing! Welcome!

[@joltofjulia1322]

Printing, laminating, going on wall. Ty!

[@AlexCattoni]

Haha yes!

[@wallacebankley3384]

Your comments Alex are such an impression of who you are, what a beautiful study, inspiring us Alex Cattoni with you&others

[@gaddafayub8603]

On point, the pyramid really makes things easier. Thanks.

[@stupidpopsicle]

*5 Level of Customer Awareness* 01 Totally Unaware - Stories, Secrets & Education [ What is that you want them to know? ] 02 Problem Aware - Pain, Solution, Benefits [ What's the problem you want them address? ] 03 Solution Aware - Social Proof, USP [ How are you different/ the best/ trustworthy? ] 04 Product Aware - Scarcity, Incentive [ Why should they act now? ] 05 Very Aware - Offer [ What do you want them to do? ]

[@rozaroz5259]

ALEX, you're second to none. A HUUUUGE THANKS!

[@compassionatepeercounseling]

Thank you Alex! The breakdown helped me understand how important it is for me to know exactly who I'm writing to and their stage they're in.

[@gabriellepelkey4428]

Not me going to buy a lark water bottle after this video 😅 lol i’ve been binging your content the last couple weeks and you’re amazing! Thank you for all the insight 😊

[@AlexCattoni]

Haha love that! Thanks for watching :)

[@mfaizan2792]

looks like you’ve alex’s been working out! boulder shoulders, queen!

[@snehalkarjodkar934]

Thank you. The example of Larq for the pyramid really cleared the concept.

[@manajbanerjee8615]

Unexpected hook at the climax...very useful. 💯👍👍👍👍👍

[@user-we7bm2wp7g]

Thanks a lot for sharing your idea. Unlike the You Tube ad that interrupted your video - that particular commercial sounded to good to be true

[@christiansanchez1578]

This is very helpful! I should use this headline formula for sure ! Thank you Alex !

[@AlexCattoni]

Thanks for watching :)

[@christiansanchez1578]

No!! THANK YOU!!!!!!! Right now I’m running ads but I do see now I know why copywriting skills are so important!!!! That’s why my goal is develop this skill!!

[@93JMN]

Alex, you are so helpful! I'm just dipping my toe into copywriting and I'm so glad my friend told me about you. I suppose I'm a solution-aware member of your copy posse so wondering if any viewers can speak to whether or not Alex's KZbin videos alone are enough to build a strong copywriting client portfolio or whether we need more education and training? Thanks from a future copywriter :)

[@AlexCattoni]

Well I'm not a viewer, but I can certainly give you my thoughts! ;) I receive tons of messages from my KZbin community members telling me about the success stories they've had from watching these videos ALONE. So you absolutely can start and build a successful business from just watching these free tutorials. My paid content and courses are for 2 type of people: A.) people who need and/or desire a bit more guidance, direction & coaching as they get started. B.) people who want to receive feedback & critique on their work and join my community for it's other perks (such as job board access, credibility, access to high-level entrepreneurs, etc.) Hope that helps! :) GOOD LUCK

[@93JMN]

@Alex Cattoni Ahh you responded! I can't imagine how busy you are so thank you so much for responding to a comment I left on a year old video! 😄 This is super helpful! You seem genuinely here to help us newbies shift into an exciting career and I, like so many others are so grateful to you 🥰❤ I also read you're a fellow Canadian so hello from Vancouver! ☺️

[@MisterLuckyLP]

Yo I love the E-Mail Copy you´ve sent me. Puts a smile on my face and I can hear your voice when I´m reading it, especially with the personalized "Tobi" 3 times. haha Genius.

[@AlexCattoni]

Hahah thank you!

[@duncanmacdonald9320]

This is so helpful, clear and direct. I was totally unaware I had a problem with my writing style🙂

[@AlexCattoni]

Glad it was helpful!

[@upsurgeagency3593]

This was most helpful. You are a Godsend.

[@AlexCattoni]

I'm glad it was helpful! Thanks for watching :)

[@superoverdrive8628]

Very very helpful video Alex! I would love to see more of this type of over the shoulder videos 😀 One thing I cant seem to find is a good video on how to do a copywriting customer interview call, the actual call recorded to show how it works

[@AlexCattoni]

Oh interesting!! Cool

[@andrinoel3487]

Best way to find the level of people I can target and how the different types of copy should be. Thank you

[@ashleyburks4639]

Loved this video so gosh darn much. Thankyou so very much strong intelligent lady/woman. Much love.

[@wallacebankley3384]

In case you missed it..Aside from this outstanding video Alex is the best copywriting ..2022 Digital MARKETING OF THE YEAR and most recent being awarded named Alex Cattoni GAME CHANGER INSPIRATION AWARD 2024

[@loliejudecopy]

Headlines are the hardest part for me to write. Thanks for sharing this! I've just downloaded the pyramid and can't wait to use it!!

[@AlexCattoni]

Awesome! Let me know how it goes. :)

[@nourishedattiffanys]

Wow, around 4:00 you unlocked something I never understood all these years in working in entrepreneurship. Thank you!

[@AlexCattoni]

Glad it was helpful!

[@16-alika2]

It's very helpful! Now I'm already get an inspiration, thank you, Alex❤

[@AlexCattoni]

Thanks for watching!

[@brunomushotoku1150]

Thank you very much. Ready to receive your guideline.

[@rachelandersen4211]

This was super helpful Thank you!!

[@hindu98220]

Thank you Alex ... I really need it. Don't disturb me i am watching your smiling important video

[@hindu98220]

And its also for you ❤️

[@teoteodora5739]

This makes sooo much sense. Thank you!!

[@AlexCattoni]

So glad!

[@paulbacchus1015]

Great, this is 100% helpful. Paul Bacchus esq

[@sidekick3rida]

USP = unique selling point

[@ptnk-nguyenanhkhoi6652]

I really love the way you share and your energy. Thanks a lot, you've been very helpful

[@AlexCattoni]

Thank you so much!

[@renatalewis6499]

Always majoring on giving value ! #contentqueen ! Loved this thanks for the tips❤

[@AlexCattoni]

Thanks lady!!

[@georgepaul7173]

Great visualization! It's been some since I read Breakthrough Advertising, after watching your video I want to pick it up one more time! Although a bit advance, this is one of the best books on copywriting. Eugene Schwartz also speaks about five different degrees of market sophistication and how to adapt your headline and copy accordingly. Could that be a future video someday? ;) I would love to see a similar visualization about it!

[@AlexCattoni]

I have done a video on it here! kzbin.info/www/bejne/rZqyfHWDn6mona8

[@georgepaul7173]

@@AlexCattoni Awesome, thank you!

[@rhofiatulbadriyah4759]

thank you alex ! this is so useful :3

[@user-ie3mg8mc9u]

Hey Alex! Could you make a vid how to write a winning Ebook? Actually in what order? Thank you!

[@AlexCattoni]

Unfortunately writing E-books is not my area of expertise!

[@user-di9fm3fj6t]

Give transcribe version of your video in description with link would be better

[@sagittariansage_2271]

This is gold. Thanks Alex!

[@ollitikkanen]

Thanks Alex. Great videos!

[@AlexCattoni]

Glad you like them!

[@manojkumarawasare3572]

Hi Alex. Nice video. "You are a great guns"

[@jaydubriya8149]

Can you make video on powerfull words and psychology behind it

[@AlexCattoni]

hmm cool idea! :)

[@thegemstonegallerytgg]

Great Video ... keep it up ...your videos are so valuable for us..

[@AlexCattoni]

Thank you!

[@farazmubeen2739]

Awesome 👍

[@bodenecruickshank5855]

God you're a gem. Thank you for a lack of a better phrase. How would you manage content to a mix of an audience? You may have some new followers/ email subscribers that are totally unaware as well as existing product aware customers....

[@AlexCattoni]

Definitely! I like to follow a rotation when it comes to content to make sure I'm frequently bringing up my offers (but not too much). You can check out this video for my strategies: kzbin.info/www/bejne/fGKaiGabZZmZj5I

[@bodenecruickshank5855]

@@AlexCattoni Thanks Queen!!!!!!

[@nolifenoboxing]

Brilliant

[@jakefrosher]

Thanks❤

[@AlexCattoni]

Thanks for watching. :)

[@maryannegwuchukwu3285]

Thank you very much Alex. I loved your ❤️❤️tutorials from the first time I came across them. You have really increased my desire for copywriting. My actual career is to be an economist but I believe that it wouldn't hurt anyone to learn both, am I right?😅😅

[@michaelle5722]

I wonder how you can get nice hair colour like that when quarantine... But awesome video like aways. I like the sneak peek from Monday

[@AlexCattoni]

hehehe right? Thank you!!! As for my hair, luckily it's stayed like this. lol.

[@tuskerdaily3161]

Thanks for the videos. While I believe I write well, the one thing I absolutely suck at is writing a headline. Luckily, I found your videos and they're helping me understand that my mindset must be a wee bit different than it is when writing a 1,000-word article.

[@AlexCattoni]

Yes! So glad it's been helpful for you!

[@farooqazamjee1625]

very informative it will help a lot in doing the copy writing thing.

[@donnanovander7868]

This is a great exercise. Thank you so much.

[@AlexCattoni]

You’re welcome Donna!!

[@JayPendragonWatches]

This was AMAZING! Thank you for so much free advice 💚✨

[@ulisesruiz7099]

1:40 Costumer awarness, eugene schwartz author of breakthrough advertising

[@kimyattasatchel213]

I can not Express just how amazing you are!!! I thank THE LORD for you😊

[@AlexCattoni]

Haha, wow THANK YOU!

[@kimyattasatchel213]

@@AlexCattoni my pleasure💯😊

[@thecopymap4605]

Hey beautiful! amazing video! can it be a mix between problem and solution aware?

[@AlexCattoni]

Hmmm, there may be a transition. But you'll find that if you really break it down, you'll land in one or the other!

[@gennylittletreats148]

gold nugget! thx so much Alex

[@dhanashreegadhikar8281]

This is so helpful Thankyou so much!❤

[@TerryGuzmanMartinez]

Thank you. I guess it will be very useful :))

[@sivakumar6657]

Thank You Alex, Excellent Video

[@vladislavvladimirov1002]

When you realize, that you already doing it without knowing! :D

[@AlexCattoni]

Haha awesome!!

[@rajkawel]

The Pyramid really good

[@thefitmoves]

Wow!! So helpful!!!!

[@AlexCattoni]

Glad it was helpful!

[@2ksy462]

Thank you so much Alex!

[@AlexCattoni]

Sure thing!

[@user-wn9hl7qo9r]

thank you so much alex but can you direct me on how to access your tutorials for complete begginners like i dont even know which tools to download and where to practice my writing skills

[@AlexCattoni]

Hey! This playlist is a great place to start! kzbin.info/aero/PL56Rdybt5tTTiC3ZLIqAPIn_xtnnD243y

[@shakhzodmatyozov6190]

Woww.... thanks for all-the info you share for FREE ; brilliant info that i really need

[@AlexCattoni]

My pleasure! 😁

[@chiamakaEmeti]

Thanks so much Alex for the video, I know I have a flair for writing but don't really know how to go about it.....I really need help

[@AlexCattoni]

Awesome! Well you're in the right place to learn :)

[@blakeclowser9987]

Hey Alex Could you possibly made a more developed video on writing formula (for example G Halbert as you know would often write about one problem and rewrite it multiple times over to create a huge problem ie. his famous water add he converted not having filter water to cancer ... genius

[@AlexCattoni]

Hmm cool idea! I’ll noodle on this! Thanks!!

[@ketevannatsvlichvili5408]

This is an amazing video and I loved the over-the-shoulder part. It 100% made me question my water bottle and I may or may not be buying it. THANk YOU!

[@AlexCattoni]

Awesome thanks girl!

[@happysoul8281]

Alex, I love you, lady! :))))))))) You are taking me close to my fullest happiness:)

[@AlexCattoni]

Yay!!! :)

[@glitterjutsu9291]

Great video! How do you know the customer’s’ awareness level about a brand or a product. Are there research tools that you use in your work?

[@AlexCattoni]

This generally just takes practice and study!

[@mistpillar27]

Beautiful, charming and successful .. You're a hidden gem. I hope I will get to meet you one day :)

[@__.rawat.ankit.__6637]

💛Learning from a beautiful girl... Makes learning more interesting.😄😄

[@bibipop3190]

Thanks you for your content 😃

[@AlexCattoni]

My pleasure 😊

[@MozammilMozammil-zq2wt]

Soooo informational video great

[@AlexCattoni]

Yay! Glad to hear that!

[@insertmusichere]

I’m interested to learn how to segment and target audiences into those levels. What measures do you use? For a Facebook ad, a Facebook pixel could help you determine whether someone is level 1-3 vs 3-5 but how to drill down further?

[@thecopyposse5375]

Great question! The type of product you're offering will definitely help you distinguish between a 1-3 or a 3-5 level. Chances are slim that you'll be writing for someone in the 1-2 level unless your product is a relatively new or breakthrough concept!

[@jaceyashcraft]

Hey Alex! I love this. Super informative. I’m looking to be a copywriter because I love writing and marketing and find this to be a way to marry the two. I actually have a question. I’m looking to get started now! Is a website required to get clients or do you think just a LinkedIn profile would be enough? Tons of people say different things and I’d love your take on this.

[@AlexCattoni]

Hey Jacey! I don't think it's needed. I didn't have a website when I started :) Use your social profiles to showcase as much authority as you can and get super specific on how you can help brands! I recommend you watch this playlist: kzbin.info/www/bejne/gF6no4yKnL9obM0 Good luck girl!

[@jaceyashcraft]

Alex Cattoni Thank you so much for the quick response and free resources. It means a lot to me! Keep doing what you’re doing! This channel is awesome and extremely helpful.

[@MontasserAH]

Hi Alex, and thank you for this great video. Question: what do I do when I want to address multiple levels of audience?

[@AlexCattoni]

A few options. You could run separate Ads and have different landing pages, etc. that you would segment different audiences (recommended). Or you can address both levels in your copy - just be aware that it might be more difficult to really hone in.

[@anthony..1801]

Good content

[@aryavratsingh3835]

Is it with me or ad library option has vanished from Facebook...

[@AlexCattoni]

I still see it there!

[@guchi1550]

I didn't understand what are you most? Beautiful honey or copywriter professor I'm confused 😕 because it is distracted me 😑 & I want to be a good copywriter. 🙄

[@Innerfulfillment1111]

How do I gain a greater understanding of my audience?

[@AlexCattoni]

Ask them questions

[@abdullahnaveed4834]

V helpful TYSM

[@ieattunaeveryday]

Crap. Now I want that water bottle.

[@AlexCattoni]

Thanks for watching!

[@Small_Bot]

Can u please recommend a book for being a professional copywriter.. Btw love your content🔥💐

[@AlexCattoni]

Hey! I have a couple of book recommendation videos on my channel :) check out this one - kzbin.info/www/bejne/rILOq5Z7fM16i8k

[@jibrilobodoeze6095]

There is something am trying to understand Alexa I already understand that these are different headline formulas for different levels of market awareness. My question is, can we apply these formulas in writing a sales page/letter by flowing down from totally unaware down to very aware? Does it work that way too?

[@AlexCattoni]

Yes it definitely do!

[@nanayvirtues9761]

Hi Alex! thanks for this, but I entered my email to get the copy of Headline Writing Pyramid & Guide but I didn't receive it.

[@AlexCattoni]

Oh no! I'm so sorry about that. Please send my support team an email: [e-mail] And they will make sure you get a copy!

[@LonleyCopy]

Interested in your course when availble are u on Facebook

[@AlexCattoni]

I am on Facebook! You can get my 8-week copywriting coaching course here: copyposse.com/launchfiles/

[@praiseayomide2697]

AWESOME

[@hris9214]

Hi Alex! New subscriber here. Would you recommend using this pyramid to cold sell / email clients my copywriting skills? I know a lot of brands (in my country anyway) that aren't aware that there are people like us who do copywriting for them :)

[@AlexCattoni]

Welcome! Yes you absolutely could do that

[@luisalinaas7840]

Hi, I'm new in tech copywriting, can you tell me what do you think about this copy: GoTouch Basic 3.0 Whether you have a business conference and want to be more passionate about your presentation, or a class and want to interact more with your students, or even a lunch with investors and want to show them clearly your ideas, that could be the product just for you. GoTouch Basic 3.0 is a device that makes you feel comfortable with your ideas.

[@ahmedwaleed6054]

i am the first who commented here and the fourth viewer

[@AlexCattoni]

Woo hoo!

[@blazeblaze666]

Open body language. Now i know what they are teaching

[@foofooblenda734]

do you have the new baffled baby 2.0