This week we’re talking about one of the most important, and difficult, parts of ad campaigns—the copy. In this episode, expert copywriter Alex Cattoni sits down with Molly to talk about the 6 copy secrets used by top marketers, how to scale your campaigns by adding different angles, and why all marketers need to understand the basics of psychology.   IN THIS EPISODE YOU’LL LEARN: Alex’s copywriting reverse engineering process of defining the features, benefits, pain points, core pain point, and the reason why a consumer hasn’t been able to solve their pain point(s) in the past The 4 emotions to use in your ad copy: nostalgia, history, pride of knowledge, and schadenfreude Why you need to be using visuals and video in your ad creative The importance of brand guidelines and how to use congruence to lower your acquisition cost   LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Alex on YouTube Ad Copywriting Tutorial: How to Write Ad Copy for Google Adwords, Facebook Ads & Display Campaigns It's Not About the Nail The 5 Levels of Customer Awareness | Cartoon Numerologist.com | Facebook The Cosmo Headline Technique for Content Inspiration by Brian Clark How to Write Magnetic Headlines by Brian Clark 52 Headline Hacks by John Morrow Episode 205: The Secret to Hooking the Right Customer   The Tier 11 Copywriting Book List: Breakthrough Advertising by Eugene Schwartz Influence: The Psychology of Persuasion by Robert Cialdini The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires by Roy H. Williams How to Write a Good Advertisement by Victor Schwab On Writing Well by William Zinsser My Life in Advertising and Scientific Advertising Claude C. Hopkins Tested Advertising Methods (fourth edition) by John Caples The Adweek Copywriting Handbook by Joe Sugarman Positioning: The Battle For Your Mind by Al Ries and Jack Trout Ogilvy on Advertising by David Ogilvy   Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review. iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.