| Dear Chase, I didn't go to copywriting school. I learned all of this by myself, so there are a lot of things that I'd been confused about for my entire career — but I think it's actually benefitted me. So I want it to benefit you! For example, let's talk about the idea of a customer avatar. Never heard the word "Avatar" used outside of the movie "Avatar". So I always thought they called it that because your job as a copywriter was to connect your little blue hair piece to their blue hair piece and mate. That's way off, but I think that's how it works. And because I've (incorrectly) framed my mind this way, it's actually helped me way more. Think about what happens when you mate with another Avatar. You literally connect your brain with theirs. You instantly know everything about their most joyous moments in life, their biggest fears, and their #1 desire. Keep in mind I haven't seen the movie since I was like 10 years old, so that's probably not how it works. I'm just spitballing. So, before I sit down and write copy, I actually create the customer avatar in my head. And I visualize an actual human. Like a person, sitting across from me at the dinner table. And I spend 5 minutes meditating, having a pretend conversation. I literally sit there in silence, and have a conversation in my head where I ask these questions: 1. What's your name?
2. What is your goal in life?
3. What is your greatest fear in life?
4. How is your relationship with your parents?
5. Who's your favorite celebrity/YouTuber/influencer? Sometimes there are way more questions, but this is the foundation of it. And then I make up answers in my head based on what they look like for the offer. This is not an easy thing to do, and I'll admit that. It takes a long time to do the research to know what this person is supposed to look like, get it right the first time, etc. You're basically going to war with their subconscious. Their brain will find ways to tell them why they SHOULDN'T take your desired action and you need to swat down every possible objection in your copy. So once you've created your avatar, list out all of the problems that may stop them from buying. Or literally ask them in the conversation you have inside your head. Then get ahead of it with social proof, stories, bullet points, and swift little jokes that make you relatable. Make sense? Actually, I already know it makes sense to you, Chase. I mated with your Avatar before I wrote this email. Yours truly, Alex. Sent from my Robot Truck that cuts down trees in Avatar | 
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