Email, landing pages, and digital content

Today's most significant skill:

Copywriting.

Unfortunately, most people don't know how to write successful copy because they weren't taught in school.

I've been obsessed with copywriting for two years. I've read 15 books, completed 3 courses, and studied internet's best digital entrepreneurs.

Here are 8 copywriting frameworks that educate more than a four-year degree.

1. Feature — Advantage — Benefit (F.A.B)

This is the most basic copywriting foundation. Email marketing, landing page copy, and digital video ads can use it.

F.A.B says:

• How it works (feature)

• which is helpful (advantage)

• What's at stake (benefit)

The Hustle uses this framework on their landing page to convince people to sign up:

2. P. A. S. T. O. R.

This framework is for longer-form copywriting. PASTOR uses stories to engage with prospects. It explains why people should buy this offer.

PASTOR means:

• Problem

• Amplify

• Story

• Testimonial

• Offer

• Response

Dan Koe's landing page is a great example. It shows PASTOR frame-by-frame.

3. Before — After — Bridge

Before-after-bridge is a copywriting framework that draws attention and shows value quickly.

This framework highlights:

• where you are

• where you want to be

• how to get there

Works great for: Email threads/landing pages

Zain Kahn utilizes this framework to write viral threads.

4. Q.U.E.S.T

QUEST is about empathetic writing. You know their issues, obstacles, and headaches. This allows coverups.

QUEST:

• Qualifies

• Understands

• Educates

• Stimulates

• Transitions

Tom Hirst's landing page uses the QUEST framework.

5. The 4P’s model

The 4P’s approach pushes your prospect to action. It educates and persuades quickly.

4Ps:

• The problem the visitor is dealing with

• The promise that will help them

• The proof the promise works

• A push towards action

Mark Manson is a bestselling author, digital creator, and pop-philosopher. He's also a great copywriter, and his membership offer uses the 4P’s framework.

6. Problem — Agitate — Solution (P.A.S)

Up-and-coming marketers should understand problem-agitate-solution copywriting. Once you understand one structure, others are easier. It drives passion and presents a clear solution.

PAS outlines:

• The issue the visitor is having

• It then intensifies this issue through emotion.

• finally offers an answer to that issue (the offer)

The customer's story loops. Nicolas Cole and Dickie Bush use PAS to promote Ship 30 for 30.

7. Star — Story — Solution (S.S.S)

PASTOR + PAS = star-solution-story. Like PAS, it employs stories to persuade.

S.S.S. is effective storytelling:

• Star: (Person had a problem)

• Story: (until they had a breakthrough)

• Solution: (That created a transformation)

Ali Abdaal is a YouTuber with a great S.S.S copy.

8. Attention — Interest — Desire — Action

AIDA is another classic. This copywriting framework is great for fast-paced environments (think all digital content on Linkedin, Twitter, Medium, etc.).

It works with:

• Page landings

• writing on thread

• Email

It's a good structure since it's concise, attention-grabbing, and action-oriented.

Shane Martin, Twitter's creator, uses this approach to create viral content.

TL;DR

8 copywriting frameworks that teach marketing better than a four-year degree

• Feature-advantage-benefit

• Before-after-bridge

• Star-story-solution

• P.A.S.T.O.R

• Q.U.E.S.T

• A.I.D.A

• P.A.S

• 4P’s

Move people with tiny words.

Apple fanboy here.

• Macs are awesome.

• Their iPhones rock.

• $19 cloths are great.

• $999 stands are amazing.

I love Apple's microcopy even more.

It's like the marketing goddess bit into the Apple logo and blessed the world with microcopy.

I took on a 30-day micro-stalking mission.

Every time I caught myself wasting time on YouTube, I had to visit Apple’s website to learn the secrets of the marketing goddess herself.

We've learned. Golden apples are calling.

Cut the friction

Benefit-first, not commitment-first.

Brands lose customers through friction.

Most brands don't think like customers.

• Brands want sales.

• Brands want newsletter signups.

Here's their microcopy:

• “Buy it now.”

• “Sign up for our newsletter.”

Both are difficult. They ask for big commitments.

People are simple creatures. Want pleasure without commitment.

Apple nails this.

So, instead of highlighting the commitment, they highlight the benefit of the commitment.

Saving on the latest iPhone sounds easier than buying it. Everyone saves, but not everyone buys.

A subtle change in framing reduces friction.

Apple eliminates customer objections to reduce friction.

Less customer friction means simpler processes.

Apple's copy expertly reassures customers about shipping fees and not being home. Apple assures customers that returning faulty products is easy.

Apple knows that talking to a real person is the best way to reduce friction and improve their copy.

Always rhyme

Learn about fine rhyme.

Poets make things beautiful with rhyme.

Copywriters use rhyme to stand out.

Apple’s copywriters have mastered the art of corporate rhyme.

Two techniques are used.

1. Perfect rhyme

Here, rhymes are identical.

2. Imperfect rhyme

Here, rhyming sounds vary.

Apple prioritizes meaning over rhyme.

Apple never forces rhymes that don't fit.

It fits so well that the copy seems accidental.

Add alliteration

Alliteration always entertains.

Alliteration repeats initial sounds in nearby words.

Apple's copy uses alliteration like no other brand I've seen to create a rhyming effect or make the text more fun to read.

For example, in the sentence "Sam saw seven swans swimming," the initial "s" sound is repeated five times. This creates a pleasing rhythm.

Microcopy overuse is like pouring ketchup on a Michelin-star meal.

Alliteration creates a memorable phrase in copywriting. It's subtler than rhyme, and most people wouldn't notice; it simply resonates.

I love how Apple uses alliteration and contrast between "wonders" and "ease".

Assonance, or repeating vowels, isn't Apple's thing.

You ≠ Hero, Customer = Hero

Your brand shouldn't be the hero.

Because they'll be using your product or service, your customer should be the hero of your copywriting. With your help, they should feel like they can achieve their goals.

I love how Apple emphasizes what you can do with the machine in this microcopy.

It's divine how they position their tools as sidekicks to help below.

This one takes the cake:

Dialogue-style writing

Conversational copy engages.

Excellent copy Like sharing gum with a friend.

This helps build audience trust.

Apple does this by using natural connecting words like "so" and phrases like "But that's not all."

Snowclone-proof

The mother of all microcopy techniques.

A snowclone uses an existing phrase or sentence to create a new one. The new phrase or sentence uses the same structure but different words.

It’s usually a well know saying like:

To be or not to be.

This becomes a formula:

To _ or not to _.

Copywriters fill in the blanks with cause-related words. Example:

To click or not to click.

Apple turns "survival of the fittest" into "arrival of the fittest."

It's unexpected and surprises the reader.

So this was fun.

But my fun has just begun.

Microcopy is 21st-century poetry.

I came as an Apple fanboy.

I leave as an Apple fanatic.

Now I’m off to find an apple tree.

Cause you know how it goes.

(Apples, trees, etc.)

This post is a summary. Original post available here.

In this article, I'll describe a weekend project I started to make something. It was Product Hunt's #1 of the Day, #2 Weekly, and #4 Monthly product.

How did I make Landing Page Checklist so simple? Building and launching took 3 weeks. I worked 3 hours a day max. Weekends were busy.

It's sort of a long story, so scroll to the bottom of the page to see what tools I utilized to create Landing Page Checklist :x ‍

As a matter of fact, it all started with the startups-investments blog; Startup Bulletin, that I started writing in 2018. No, don’t worry, I won’t be going that far behind. The twitter account where I shared the blog posts of this newsletter was inactive for a looong time. I was holding this Twitter account since 2009, I couldn’t bear to destroy it. At the same time, I was thinking how to evaluate this account.

So I looked for a weekend assignment.

Weekend undertaking: Generate business names

Barash and I established a weekend effort to stay current. Building things helped us learn faster.

Simple. Startup Name Generator The utility generated random startup names. After market research for SEO purposes, we dubbed it Business Name Generator.

Backend developer Barash dislikes frontend work. He told me to write frontend code. Chakra UI and Tailwind CSS were recommended.

It was the first time I have heard about Tailwind CSS.

Before this project, I made mobile-web app designs in Sketch and shared them via Zeplin. I can read HTML-CSS or React code, but not write it. I didn't believe myself but followed Barash's advice.

My home page wasn't responsive when I started. Here it was:)

And then... Product Hunt had something I needed. Me-only! A website builder that gives you clean Tailwind CSS code and pre-made web components (like Elementor). Incredible.

I bought it right away because it was so easy to use. Best part: It's not just index.html. It includes all needed files. Like

• postcss.config.js

• README.md

• package.json

• among other things, tailwind.config.js

This is for non-techies.

Tailwind.build; which is Shuffle now, allows you to create and export projects for free (with limited features). You can try it by visiting their website.

After downloading the project, you can edit the text and graphics in Visual Studio (or another text editor). This HTML file can be hosted whenever.

Github is an easy way to host a landing page.

1. your project via Shuffle for export

2. your website's content, edit

3. Create a Gitlab, Github, or Bitbucket account.

4. to Github, upload your project folder.

5. Integrate Vercel with your Github account (or another platform below)

6. Allow them to guide you in steps.

Finally. If you push your code to Github using Github Desktop, you'll do it quickly and easily.

Speaking of; here are some hosting and serverless backend services for web applications and static websites for you host your landing pages for FREE!

I host landingpage.fyi on Vercel but all is fine. You can choose any platform below with peace in mind.

• Vercel

• Render

• Netlify

After connecting your project/repo to Vercel, you don’t have to do anything on Vercel. Vercel updates your live website when you update Github Desktop. Wow!

Tails came out while I was using tailwind.build. Although it's prettier, tailwind.build is more mobile-friendly. I couldn't resist their lovely parts. Tails :)

Tails have several well-designed parts. Some components looked awful on mobile, but this bug helped me understand Tailwind CSS.

Unlike Shuffle, Tails does not include files when you export such as config.js, main.js, README.md. It just gives you the HTML code. Suffle.dev is a bit ahead in this regard and with mobile-friendly blocks if you ask me. Of course, I took advantage of both.

creativebusinessnames.co is inactive, but I'll leave a deployment link :)

Adam Wathan's YouTube videos and Tailwind's official literature helped me, but I couldn't have done it without Tails and Shuffle. These tools helped me make landing pages. I shouldn't have started over.

So began my Tailwind CSS adventure. I didn't build landingpage. I didn't plan it to be this long; sorry.

I learnt a lot while I was playing around with Shuffle and Tails Builders.

Long story short I built landingpage.fyi with the help of these tools;

Learning, building, and distribution

• tailwindcss.com/docs

• Shuffle (Started with a Shuffle Template)

• Tails (Used components from here)

• Sketch (to handle icons, logos, and .svg’s)

• metatags.io (Auto Generator Meta Tags)

• Vercel (Hosting)

• Github Desktop (Pushing code to Github -super easy-)

• Visual Studio Code (Edit my code)

• Mailerlite (Capture Emails)

• Google Analytics

• Jarvis / Conversion.ai (%90 of the text on website written by AI 😇 )

• CookieHub (Consent Management)

That's all. A few things:

The Outcome

.fyi Domain: Why?

I'm often asked this.

I don't know, but I wanted to include the landing page term. Popular TLDs are gone. I saw my alternatives. brief and catchy.

CSS Tailwind Resources

I'll share project resources like Tails and Shuffle.

• Wicked Templates

• TailwindCSS Buttons

• Blocks | Wicked Templates

• nine4

• TUK — Tailwind UI KIT

• HyperUI

• Lofi UI

• Beginner Tailwind (I lately enrolled in this course but haven’t completed it yet.)

Thanks for reading my blog's first post. Please share if you like it.

ERC165 (or EIP-165) is a standard utilized by various open-source smart contracts like Open Zeppelin or Aavegotchi.

What's it? You must implement? Why do we need it? I'll describe the standard and answer any queries.

What is ERC165

ERC165 detects and publishes smart contract interfaces. Meaning? It standardizes how interfaces are recognized, how to detect if they implement ERC165, and how a contract publishes the interfaces it implements. How does it work?

Why use ERC165? Sometimes it's useful to know which interfaces a contract implements, and which version.

Identifying interfaces

An interface function's selector. This verifies an ABI function. XORing all function selectors defines an interface in this standard. The following code demonstrates.

// SPDX-License-Identifier: UNLICENCED
pragma solidity >=0.8.0 <0.9.0;

interface Solidity101 {
    function hello() external pure;
    function world(int) external pure;
}

contract Selector {
    function calculateSelector() public pure returns (bytes4) {
        Solidity101 i;
        return i.hello.selector ^ i.world.selector;
        // Returns 0xc6be8b58
    }

    function getHelloSelector() public pure returns (bytes4) {
        Solidity101 i;
        return i.hello.selector;
        // Returns 0x19ff1d21
    }

    function getWorldSelector() public pure returns (bytes4) {
        Solidity101 i;
        return i.world.selector;
        // Returns 0xdf419679
    }
}

This code isn't necessary to understand function selectors and how an interface's selector can be determined from the functions it implements.

Run that sample in Remix to see how interface function modifications affect contract function output.

Contracts publish their implemented interfaces.

We can identify interfaces. Now we must disclose the interfaces we're implementing. First, import IERC165 like so.

pragma solidity ^0.4.20;

interface ERC165 {
    /// @notice Query if a contract implements an interface
    /// @param interfaceID The interface identifier, as specified in ERC-165
    /// @dev Interface identification is specified in ERC-165. 
    /// @return `true` if the contract implements `interfaceID` and
    ///  `interfaceID` is not 0xffffffff, `false` otherwise
    function supportsInterface(bytes4 interfaceID) external view returns (bool);
}

We still need to build this interface in our smart contract. ERC721 from OpenZeppelin is a good example.

// SPDX-License-Identifier: MIT
// OpenZeppelin Contracts (last updated v4.5.0) (token/ERC721/ERC721.sol)

pragma solidity ^0.8.0;

import "./IERC721.sol";
import "./extensions/IERC721Metadata.sol";
import "../../utils/introspection/ERC165.sol";
// ...

contract ERC721 is Context, ERC165, IERC721, IERC721Metadata {
  // ...

  function supportsInterface(bytes4 interfaceId) public view virtual override(ERC165, IERC165) returns (bool) {
    return
      interfaceId == type(IERC721).interfaceId ||
      interfaceId == type(IERC721Metadata).interfaceId ||
      super.supportsInterface(interfaceId);
  }
  
  // ...
}

I deleted unnecessary code. The smart contract imports ERC165, IERC721 and IERC721Metadata. The is keyword at smart contract declaration implements all three.

Kind (interface).

Note that type(interface).interfaceId returns the same as the interface selector.

We override supportsInterface in the smart contract to return a boolean that checks if interfaceId is the same as one of the implemented contracts.

Super.supportsInterface() calls ERC165 code. Checks if interfaceId is IERC165.

function supportsInterface(bytes4 interfaceId) public view virtual override returns (bool) {
    return interfaceId == type(IERC165).interfaceId;
}

So, if we run supportsInterface with an interfaceId, our contract function returns true if it's implemented and false otherwise. True for IERC721, IERC721Metadata, andIERC165.

Conclusion

I hope this post has helped you understand and use ERC165 and why it's employed.

Have a great day, thanks for reading!

Wish you more bang for your buck

By ‘Cost a Bomb’ I didn’t mean to exaggerate. It’s an idiom that means ‘To be very expensive’. In fact, no app on the planet costs a bomb lol.

So, to the point.

Chronicle

(Freemium. For Pro, $24.99 | Available on Setapp)

You probably have trouble keeping track of dozens of bills and subscriptions each month.

Try Chronicle.

Easy-to-use app

• Add payment due dates and receive reminders,

• Save payment documentation,

• Analyze your spending by season, year, and month.

• Observe expenditure trends and create new budgets.

Best of all, Chronicle features an integrated browser for fast payment and logging.

iOS and macOS sync.

SoundSource

($39 for lifetime)

Background Music, a free macOS program, was featured in #6 of this post last month.

It controls per-app volume, stereo balance, and audio over its max level.

Background Music is fully supported. Additionally,

• Connect various speakers to various apps (Wow! ),

• change the audio sample rate for each app,

• To facilitate access, add a floating SoundSource window.

• Use its blocks in Shortcuts app,

• On the menu bar, include meters for output/input devices and running programs.

PixelSnap

($39 for lifetime | Available on Setapp)

This software is heaven for UI designers.

It aids you.

• quickly calculate screen distances (in pixels) ,

• Drag an area around an object to determine its borders,

• Measure the distances between the additional guides,

• screenshots should be pixel-perfect.

What’s more.

You can

• Adapt your tolerance for items with poor contrast and shadows.

• Use your Touch Bar to perform important tasks, if you have one.

Mate Translation

($3.99 a month / $29.99 a year | Available on Setapp)

Mate Translate resembles a roided-up version of BarTranslate, which I wrote about in #1 of this piece last month.

If you translate often, utilize Mate Translate on macOS and Safari.

I'm really vocal about it.

It stays on the menu bar, and is accessible with a click or ⌥+shift+T hotkey.

It lets you

• Translate in 103 different languages,

• To translate text, double-click or right-click on it.

• Totally translate websites. Additionally, Netflix subtitles,

• Listen to their pronunciation to see how close it is to human.

iPhone and Mac sync Mate-ing history.

Swish

($16 for lifetime | Available on Setapp)

Swish is awesome!

Swipe, squeeze, tap, and hold movements organize chaotic desktop windows. Swish operates with mouse and trackpad.

Some gestures:

• Pinch Once: Close an app
• Pinch Twice: Quit an app
• Swipe down once: Minimise an app
• Pinch Out: Enter fullscreen mode
• Tap, Hold, & Swipe: Arrange apps in grids
and many more...

After getting acquainted to the movements, your multitasking will improve.

Unite

($24.99 for lifetime | Available on Setapp)

It turns webapps into macOS apps. The end.

Unite's functionality is a million times better.

• Provide extensive customization (incl. its icon, light and dark modes)

• make menu bar applications,

• Get badges for web notifications and automatically refresh websites,

• Replace any dock icon in the window with it (Wow!) by selecting that portion of the window.

• Use PiP (Picture-in-Picture) on video sites that support it.

• Delete advertising,

• Throughout macOS, use floating windows

and many more…

I feel $24.99 one-off for this tool is a great deal, considering all these features. What do you think?

https://www.bzgapps.com/unite

CleanShot X

(Basic: $29 one-off. Pro: $8/month | Available on Setapp)

CleanShot X can achieve things the macOS screenshot tool cannot. Complete screenshot toolkit.

CleanShot X, like Pixel Snap 2 (#3), is fantastic.

Allows

• Scroll to capture a long page,

• screen recording,

  With webcam on,
• With mic and system audio,
• Highlighting mouse clicks and hotkeys.

• Maintain floating screenshots for reference

• While capturing, conceal desktop icons and notifications.

• Recognize text in screenshots (OCR),

• You may upload and share screenshots using the built-in cloud.

These are just 6 in 50+ features, and you’re already saying Wow!

My growth-killing mistake

When you initially start developing your audience, you need guidance.

What does my audience like? What do they not like? How can I grow more?

When I started writing two years ago, I inquired daily. Taking cues from your audience to develop more valuable content is a good concept, but it's simple to let them destroy your growth.

A small audience doesn't represent the full picture.

When I had fewer than 100 YouTube subscribers, I tried several video styles and topics. I looked to my audience for what to preserve and what to change.

If my views, click-through rate, or average view % dropped, that topic or style was awful. Avoiding that style helped me grow.

Vlogs, talking head videos on writing, and long-form tutorials didn't fare well.

Since I was small, I've limited the types of films I make. I have decided to make my own videos.

Surprisingly, the videos I avoided making meet or exceed my views, CTR, and audience retention.

A limited audience can't tell you what your tribe wants. Therefore, limiting your innovation will prohibit you from reaching the right audience. Finding them may take longer.

Large Creators Experience The Same Issue

In the last two years, I've heard Vanessa Lau and Cathrin Manning say they felt pigeonholed into generating videos they didn't want to do.

Why does this happen over and over again?

Once you have a popular piece of content, your audience will grow. So when you publish inconsistent material, fewer of your new audience will view it. You interpret the drop in views as a sign that your audience doesn't want the content, so you stop making it.

Repeat this procedure a few times, and you'll create stuff you're not passionate about because you're frightened to publish it.

How to Manage Your Creativity and Audience Development

I'm not recommending you generate random content.

Instead of feeling trapped by your audience, you can cultivate a diverse audience.

Create quality material on a range of topics and styles as you improve. Be creative until you get 100 followers. Look for comments on how to improve your article.

If you observe trends in the types of content that expand your audience, focus 50-75% of your material on those trends. Allow yourself to develop 25% non-performing material.

This method can help you expand your audience faster with your primary trends and like all your stuff. Slowly, people will find 25% of your material, which will boost its performance.

How to Expand Your Audience Without Having More Limited Content

Follow these techniques to build your audience without feeling confined.

• Don't think that you need restrict yourself to what your limited audience prefers.

• Don't let the poor performance of your desired material demotivate you.

• You shouldn't restrict the type of content you publish or the themes you cover when you have less than 100 followers.

• When your audience expands, save 25% of your content for your personal interests, regardless of how well it does.