Coffee With Cole: The Digital Writing Podcast – Episode Summary: "Mastering Copywriting Categories ✍️"
Host: Nicolas Cole
Release Date: February 12, 2025
Podcast Description: Weekly deep dives into the Art & Business of Digital Writing, Ghostwriting, & Self-Publishing
Introduction
In the episode titled "Mastering Copywriting Categories ✍️", Nicolas Cole delves deep into the intricacies of high-level copywriting. As one of the world's highest-paid copywriters and ghostwriters, Cole shares invaluable insights that aim to elevate writers to the top 1% of their field. He challenges conventional copywriting wisdom, emphasizing a foundational approach centered around category-level thinking rather than superficial tactics.
1. The Importance of Category-Level Thinking
Cole begins by highlighting a common misconception in the copywriting world: many practitioners focus solely on word choice, hooks, and sales mechanisms without understanding the underlying category dynamics.
Nicolas Cole (00:25): “Great copywriting isn't really about any of those things, okay? And you're missing the entire point.”
He explains that effective copy originates from a deep understanding of the category in which a product or service exists. Recognizing and defining the category allows copywriters to position their message more accurately and compellingly.
Nicolas Cole (01:15): “You cannot write effective copy if you do not understand what category you are playing in.”
Example: Using Jamie's restaurant, Cole illustrates that potential customers first inquire about the category (e.g., Italian, Sushi) before considering the brand itself.
2. Modifying and Creating Categories
Cole outlines two primary strategies for managing and innovating within categories:
a. Modifying Existing Categories with a New Descriptor
By adding a clarifying word, a legacy category can be redefined to highlight differentiation.
Nicolas Cole (04:30): “If you put 'electric' in front of car, it creates an entirely different category than gas-powered cars.”
Examples:
- Electric Cars vs. Gas-Powered Cars
- Smartwatches vs. Regular Watches
b. Combining Two Categories to Form a New One
Merging elements from different categories can spawn entirely new niches.
Nicolas Cole (12:45): “What if we smash sushi and burrito together? You get a 'sushirito'.”
Examples:
- Romantasy: A blend of romance and fantasy genres.
- SkinCeuticals: Combining pharmaceuticals with skincare.
Cole emphasizes the significance of naming these new categories succinctly (preferably one to three words) to ensure clarity and memorability.
3. Naming and Claiming Problems and Solutions
A pivotal aspect of high-level copywriting involves naming and claiming the problems and solutions within a category. This process makes the message sticky and easily communicable.
Nicolas Cole (23:10): “Once a problem has been named, the person internalizes it, and then they seek a solution.”
Rules for Effective Naming:
- Brevity: Names should be three words or fewer.
- Clarity: Avoid cleverness; the name must clearly convey the problem or solution.
Examples:
- Breakthrough Pain: Term coined by pharma executives to reframe persistent pain.
- Digital Capital: A modern term for Bitcoin, offering a distinct identity from traditional money.
These names help in diagnosing the issues customers face and position the product as the solution, thereby driving word-of-mouth and brand recognition.
4. Speaking in Benefits, Not Features
Cole underscores the importance of communicating the benefits of a product rather than merely listing its features. Benefits answer the customer's fundamental question: What does this achieve for me?
Nicolas Cole (31:20): “You don't want to say, here's all the cool machines that we have at our gym... The only thing the person wants to know is what does it achieve?”
Example:
- Feature-Focused: "This leg press uses 17 different screws and amazing hinges."
- Benefit-Focused: "This leg press will help you build your quads faster and eliminate lower back pain."
By focusing on benefits, copywriters can create more compelling and relatable messages that resonate with the audience's desires and needs.
5. Making Language Tangible and Objective
Effective copy should utilize tangible language and present objective statements to avoid ambiguity and misinterpretation.
Nicolas Cole (39:50): “Consumers value things that are tangible more than intangible because it feels like they can hold them.”
Strategies:
- Tangibility: Use words that evoke physical objects (e.g., "blueprint," "checklist") to make abstract ideas more concrete.
- Objectivity: Replace subjective outcomes with measurable, specific results.
Example:
- Subjective: "I will help you retire happy."
- Objective: "I will help you retire with half a million dollars in your bank account, a five-bedroom house on the ocean, and a vintage Ferrari in the garage."
Tangible and objective language enhances clarity, ensures a cohesive message, and facilitates scalability in communication.
6. Defining the Audience Clearly
A cornerstone of powerful copy is a well-defined target audience. By specifying who the product is for, copy becomes more personalized and effective.
Nicolas Cole (49:30): “All of these rules ultimately dictate who is this for.”
Example:
- Dude Wipes: By specifying that their wipes are "only for dudes," the brand carves out a unique niche within the saturated wipes market, appealing directly to a specific demographic.
Further refinement involves identifying archetypes within the target audience to address diverse needs and preferences, enhancing relatability and engagement.
Conclusion
Nicolas Cole's episode on "Mastering Copywriting Categories" offers a strategic blueprint for aspiring and seasoned copywriters alike. By prioritizing category-level thinking, adeptly naming and claiming problems and solutions, emphasizing benefits over features, utilizing tangible and objective language, and clearly defining the target audience, writers can craft compelling and effective copy. This foundational approach not only differentiates brands in a crowded marketplace but also drives meaningful connections with audiences, ultimately propelling businesses to success.
Notable Quotes:
- Nicolas Cole (00:25): “Great copywriting isn't really about any of those things, okay? And you're missing the entire point.”
- Nicolas Cole (04:30): “If you put 'electric' in front of car, it creates an entirely different category than gas-powered cars.”
- Nicolas Cole (23:10): “Once a problem has been named, the person internalizes it, and then they seek a solution.”
- Nicolas Cole (31:20): “You don't want to say, here's all the cool machines that we have at our gym... The only thing the person wants to know is what does it achieve?”
- Nicolas Cole (39:50): “Consumers value things that are tangible more than intangible because it feels like they can hold them.”
- Nicolas Cole (49:30): “All of these rules ultimately dictate who is this for.”
By integrating these principles, copywriters can transcend basic techniques, achieving mastery in their craft and significantly impacting the success of their clients or businesses.