User research has enabled you to identify the problems, issues and associated obstacles. The "Segmentation" section has allowed you to identify your Mission (why), the companies and people to target, as well as the profits you are going to sell.

We must refer to the WHY (meaning) much more than the result, and especially not the feature. ** Everyone laughs at the feature and even more of your product / company! **

Copywriting are writing techniques that will allow you to create a link between:

• a problem, the questions and the obstacles that it generates
• and a solution for a specific persona.

It applies to all forms of media and campaign: email, presentation, video, etc.

Its objective is to provoke the reading of the information you want to transmit in order to arouse interest and trigger an action (purchase, taking an appointment, answering a questionnaire, etc.)

You want to create a journey in which the prospect will take the following steps: AIDA

• 🚫 Warning ** - Jar the reader out of their boring ol ’lives, this must be a shock, a surprise
• 👍🏾 Interest ** - Engage their mind with unusual, counter-intuitive or fresh info
• 🤙🏾 Desire ** - Engage their heart so they want what you’re offering
• 💪🏾 Action ** - Ask them to take the next step

More info [HERE] (https://blog.hubspot.com/marketing/aida-model)

This framework must be found in the structure of your campaign and in all the elements that compose it

For example for an email:

Exercices permettant de structurer vos futures campagnes

• Awareness: How do we make buyers aware of our products or services? What is our outreach strategy? What is our brand awareness campaign? Which tools or platforms do we use? What should the messages be?
• Interest: How will we gain their interest? What is our content strategy? Social proof available to back up our reputation? How do we make this information available and where ? ie. on website, via videos, customer ratings,