Nick Kozmin's Copywriting Framework (Using Energy Balance and Evolutionary Psychology Lens)

Nick Kozmin

Transcript

Alrighty guys. So in this video, I am going to be talking about the framework that I've made for copywriting. Okay. And I got pretty deep into this. And yeah, let me just get to it. So first order of business, a niche is a person or group of people. So this is just something we're going to state some definitions here, a niche. So a person can use and store energy. Energy can be capital or calories. Okay. So CA capital like money can be deployed as calories of other people. Okay. There is a time component of the energy. So this is time translated to energy by calories, an hour of the niche. So the niche can, you know, by saving time or spending time, you can equate that to energy. Okay. Activity energy is the energy needed to do the activity relative to the niche.

Okay. So the niche, the person can do stuff. And that energy is called an activity energy and a benefit. So let's define what a benefit is. Is the Delta neither likelihood of survival or likelihood of replication, or both that results from doing an activity relative to the niche and or people who are genetically related to the niche and or people who have the ability to impact people who are kinetically related to the niche. So a benefit in the reference point of a person is the increased likelihood of survival or replication of themselves or someone who's kinetically related to them. So like, your brother is one half kinetically related to you. Your cousin is one eighth, your cousin's kid is one 16th. So that's comes from dr. David buss and that's Hamilton's rule. So benefits can be expressed in energy terms. So the benefit energy is a survival energy.

Plus the replication energy relative to the niche and the survival energy can be expressed as calories or other tangibles like status or capital because status, if you read dr. David buss status actually indicated flow of resources. So back when we were in little tribes, little huts and tribes groups of like 40 some with high status the, the resources were funneled to somebody with high status. Okay. So the Queens, the princesses, the Kings, if you were high status resources would would funnel to you. So humans got really good at recognizing status as valuable and replication energy. The ability to replicate can be expressed in age health status, physical location. Okay. So basically your ability to replicate is valued. And, you know, this is why people want to live longer and they want to go certain places. And they want to, yeah, they, they worry about their age. Okay. Cause really they're depleting their replication energy. Okay. So there's a window.

Okay. So with those definitions out of the way,

Let's get into it. A niche can acquire insights. Okay. So let's define what an insight is. So an insight is a cause effect relationship between an activity and a benefit. Okay. So, and this is relative to the niche. Okay. So for an example, an example would be brushing your teeth leads to lower probability of bad breath. So there's an activity and then there's an outcome or benefit and the benefit can be positive or negative. So negative benefit is like a negative result. A positive benefit is a positive result and a benefit is increasing the survival energy, one of the replication energy of the niche. Okay. So with that, so that's an insight cause effect relationship between an activity and a benefit, an insight can be unique or non unique. Okay. So unique insight is knowing it's an insight that's or sorry. A unique insight is unknown to the niche. So the niche doesn't know about it, that person doesn't have that insight. They don't have that cause effect relationship between the activity and a benefit, a non unique insight is something that's already known to the niche or the person that's already knowing it's general knowledge.

Okay. Now

Here's where it gets interesting and insight can be useful or useless. Okay. So let's define a useless and a useful insight. So an insight obviously, or is as defined earlier as a cause effect relationship between an activity and a benefit, a useless, unique insight

Is something that's useless, but you're the only person who knows about it. Okay.

And this can be defined as the cause effect relationship between a new activity and the same outcome or benefit. So it's another way to get the same result. It's pretty useless. Okay. This is really key. A useful, unique insight is a cause effect relationship between a new activity and a benefit. So the same benefit, but maybe it takes less activity, energy relative to the niche. So it takes less energy. You get it's a new activity gets the benefit, but it's just less cost. Okay. So the activity three leads to the same benefit with less activity energy. So it's like cheaper, it's better, it's faster, the unique, useful insight. Here's another example cause effect relationship between a new activity and a benefit minus some time. Okay. So remember earlier we could measure energy in form of time. So if you do a new activity and it leads to the same benefit, but it's

Less time. Well that's useful. Okay.

A useful, unique insight. Here's another example. Cause effect relationship between a new activity and a magnification of the benefit. Okay. So it's the more, okay. It's higher performance, but more of the same benefit.

Okay. That's useful. Right.

I useful another example is it cause effect relationship between an activity, a new activity and not only the initial benefit, but multiple benefits. So you do a new activity, you get the original benefit and then more benefits.

Okay. So

Here's the thing. If the niche believes through acquiring these insights that the energy needed to do, the activity is much less than the benefit. Okay. Then they will have demand for the activity. This is key. So if the person believes that the energy required or the cost is much less than the benefit, then there's going to be demand. Okay. This is really, really, really key. Okay. So knowing that, let's talk about how does it relate to entrepreneurs? So the vehicle, which is like the solution or whatever you're building is the entrepreneurs, here's the key entrepreneur's technological expression of an activity that requires energy to produce. Okay. So all a vehicle is, or a solution. All that is, is the technological representation of these activities. So Christian Clayton's and aired up Christian Clayton Christiansen. He's always thinking he his terminology and is his way of explaining things is like, okay.

Jobs to be done, you know, what's, what's the job to be done. Right. So, and this, this language, it's the activity, it's the job to be done. Right. What, what product is the job doing? Their, sorry, what job is the product doing? It's a new activity. Okay. So the vehicle is the entrepreneur's technological expression of the activity, but it also requires energy to produce. So when you're building something, if you're going to assemble something, it requires energy to produce. Okay. So here's the thing when, and we'll call this vehicle energy. So when the vehicle is present okay. And the vehicle energy. Okay. So the, the vehicle energy is the cost to get that vehicle relative to the niche. If it's much less than that initial activity energy, then the, the person, the niche will choose your product or your vehicle. Okay. So they have jobs that they're doing, right. And by acquiring these useful unique insights, they're like, Oh wow, I have these new activities I can do that I can do to get these benefits. And these activities require energy to produce energy to do. But if there's a vehicle that is much less energy, then I'm going to choose that.

Okay. So

When there's an exchange, so the activity is equal to the vehicle energy. Okay. And so let's just take a look at this vehicle energy, cause this is, this is helpful. So vehicle is entrepreneur's technological expression of the activity that requires energy produce. Okay. So the vehicle is technology, plus it requires energy from the entrepreneur. Okay. So you have to have this technology and then you have to get an entrepreneur to assemble the technology. So you have these two things. So you have the entrepreneur plus technology equals vehicles, right. And so we can define this technology energy. So creating technology requires energy input at some time by a technologist, which is like the tech energy. Okay. So the vehicle energy. So if you're going to build it, be building a product, it's the tech energy plus the energy it takes to assemble the technology and make this thing.

Okay. Now here's the thing. This is why entrepreneurship is so cool. The technologist doesn't necessarily need to be the entrepreneur. So you can, you know, there's teams of scientists and technologists that build things and build technology. And there's so much energy being put into those technologies and the entrepreneur can come along and just leverage the technology and apply their own energy to make vehicles that they exchange to the niche or the person for money. Okay. So let's let's, let's just kind of explore that for a second. So during the exchange, the energy that the niche spends is equal to the vehicle energy. Okay. And you can see here that just by rearranging some of this stuff. So the bigger that the tech energy, so the more valuable the tech, the more energy that was put into making the tech, like I said, there's a ton of people to put into it.

The less energy the entrepreneur needs to apply to provide that value to the niche. Okay. and yeah, the bigger, the activity energy, the more valuable the tech is. Okay. That's pretty obvious. Okay. And if we hold the tech energy constant and we increase the entrepreneur's energy, the activity energy increases. Okay. So that's pretty obvious. So if you have if the, if the entrepreneur puts a lot of energy into making this solution, that's going to be more valuable to the person, right? So the more energy that the entrepreneur spends on assembling technology, the more useful his or her efforts are to the niche. And here's the key, the entrepreneurs. So basically that's how you build products. You have to make sure that the jobs to be done are useful and you can make a vehicle for less than what the purse than the alternative that, so you need to be lower than the alternative.

Okay. And then another key point is the entrepreneur or the marketer can cause demand by communicating useful unique insights to the niche. Makes sense. So that's what marketing is. It's just communicating useful, unique insights. They're useful in that the, if someone learns about them, it provides it can provide benefit. And they're unique in that. You're the only one who knows of it or you and a few people. So marketing is just coming up with useful unique insights and communicating them product building is taking a look at those activities needed to apply those useful unique insights and coming up with a vehicle that's less energy relative to the niche or less energy than the activity energy is relative to the niche. So yeah. That's why, you know, if you provide a lot of value, Steve jobs said, you know, the best marketing is education and he's right, right. Education is communicating useful, unique insights, Peter teal calls, these secrets, okay. He calls him secrets. He was talking about unique insights. I would call them useful secrets. So they're use, you know, it's not just a secret, it's a useful secret where if someone knows about it, it can provide a ton of benefit. So yeah, hopefully that was helpful.

 

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