In this presentation, we end all that nonsense and finally get you to REMEMBER the structure your copy should follow.
The writing process actually does go faster (and produces better results) when you follow a formula.
5. Youâre busy. Maybe you hate writing. Maybe
youâre trying to scratch it off your todo list and
you want to move fast.
Weâre going to end all that nonsense and
finally get you to REMEMBER the structure
your copy should follow.
The writing process actually does go faster (and
produces better results) when you follow a
formula.
Julie Boswell
Rebel Enterprise
6. Iâm going to share with you a
formula I used in my early
days of copywriting that
really resonated with me.
7. Crack open your analytics
program and take a look at
the amount of traffic you
are getting to your posts
on the first day you
publish them.
8. The Formula
The perfect anecdote to a willy nilly, âI think Iâm
getting this rightâ approach to copywriting is to
commit your formula to memory.
9. The Formula
The reason I think this is worth sharing is because if it
resonates with you too youâll remember it. AndâŚ
11. The Formula
Copy that has no structure, sucks. It sucks because no
one wants to read it. If you canât tell a story, youâre dead
in the water.
12. Hereâs the FormulaâŚ
Point out who your message is for
Identify the Problem
Talk about why what theyâre currently doing to solve their problem
wonât work
Tell them how you discovered what DOES work
Tell them how they can get it
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13. The Formula
Simple? Yes.
Effective? You bet!
Hereâs a break down of the formula to
include the typical elements youâd find in a
direct response sales letter.
14. Hereâs a 3-Part Email Series that doubles sales! Click
âDownload nowâ.
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16. Point out who your message is for
Call out your audience and be specificâŚ
For example, if Iâm selling to business owners, Iâm going to get
more attention from the right people if I specifically sayâŚ
âSmall business owners who want to DOMINATE their market
online (without playing Google games, Social Media, or paying
through the nose for PPC).â
17. Point out who your message is for
Check out this audience cue from John Carlton on the next slide.
Heâs talking to business owners who have not yet reached what
theyâd consider in their own minds financial success.
⢠Heâs not talking to big players
⢠Heâs not talking to people who are currently in a mastermind
and disappointed with it.
⢠Heâs not talking to start ups
18. Point out who your message is for
Heâs talking to people who are âfinallyâ readyâŚ
20. Identify Their Problem
There is no place to skimp.
Whatâs going on with these people youâre selling to? Try to build
a bridge between you and the reader.
21. Identify Their Problem
I love the way Carlton does this. Notice how he uses the word
âourâ â like he is a part of us. Heâs totally on our side.
22. Identify Their Problem
See how the letter below (that I wrote for GKIC back in 2011 for
the fast Implementation Boot Camp) points out a bunch of
different emoticons the reader may be feelingâŚ
23. TALK ABOUT WHY WHAT
THEYâRE CURRENTLY DOING
TO SOLVE THEIR PROBLEM
WONâT WORK
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24. Talk About Why What Theyâre Currently Doing to Solve Their Problem Wonât Work
Make an exhaustive list of your competitors and/or ways to
handle the problem and their shortcomings.
Point all of that out to your prospect in a âIf youâve ever
tried___, you already know how disappointing that can beâ
way.
Meet them in a space in their head where they naturally go to
resist change.
25. Talk About Why What Theyâre Currently Doing to Solve Their Problem Wonât Work
You have to discredit their current mindset about the problem in order
to open their minds to what you offer. Check out how Dan Kennedy does
it in this old sales letter he wrote for his Coaching and Consulting
Bootcamp Info-productâŚ
27. Tell Them How You Discovered What DOES work
This Step is a huge deal. It covers so much. This is where youâll
get a chance toâŚ
Provide the solution as Frank Kern does in this sales letter â âHere
it is!â
28. Tell Them How You Discovered What DOES work
Show pain of and cost of development â âYou wouldnât want to
(or couldnât) recreate this on your ownâ
29. Tell Them How You Discovered What DOES work
Explain ease-of-use â âItâs easyâ
30. Tell Them How You Discovered What DOES work
Show speed to results â âItâs fastâ
31. Tell Them How You Discovered What DOES work
Future cast â âJust Imagine what your life will be like once you
have/use thisâ I love how Kern paints a picture of the worst case
scenario and the best case. Smart!
32. Tell Them How You Discovered What DOES work
Show your credentials â âYou should listen to me becauseâ
33. Tell Them How You Discovered What DOES work
Detail the benefits â âYour life will be better in the following
ways â
34. Tell Them How You Discovered What DOES work
Get social proof â TESTIMONIALS! Or, in the case of Frankâs
letter here, keep it super simple with a short brag list of esteemed
clients.
35. Paint a picture of
how different/better life is going
to be when they get their hands
on what you have.
36. âŚThen explain that youâre not
Some jerk who can post a website.
Giving a little background
(braggy stuff) about you helps
Them feel like theyâre not
Getting scammed.
38. Tell Them How They Can Get It
This is the most important step.
Make your offer and name your price.
Back up your reasoning for the price you
chose.
39. Tell Them How They Can Get It
Example from a sales letter I wrote for YourROIguy.com
40. Tell Them How They Can Get It
Then tell them step by step how to get your product.
Thatâs why you see people saying âClick on the link
belowâ or âDO EXACTLY THISâ.
41. Tell Them How They Can Get It
You also have an opportunity to reverse risk (with a
guarantee), inject scarcity (with a limited availability or a
deadline), and close the letter with reminders and
warnings.
43. Donât be overwhelmed!
If you get hung up on including all the
âstuffâ youâve been told you should (and
yes I agree you need all that stuff), you
might not get around to getting it out
there in the first place. So start with a real
human connection. Then master the sale.
44. Hereâs a 3-Part Email Series that doubles sales! Click
âDownload nowâ.
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