Most business owners don’t realize it … but the words you’re using in your marketing act as the gatekeepers to how much money flows in.
Use the wrong words in your marketing and it seems like sales and leads come in spurts or at best at a trickle … and you’re constantly in a state of hustling for business.
Use the right words in your marketing and you can have a fountain of sales and leads bursting forth overflowing your business with revenue and spilling over your bank accounts into your investments and net worth.
It’s the Biggest Business Mistake that’s Costing Entrepreneurs Thousands Perhaps Millions of Dollars in Lost Revenue
This is the biggest business secret that most people miss.
You can’t put your future in someone else’s hands and hope for the best. You’ve got to take charge.
That starts by understanding first the magic of words …and how if used properly they can persuade and influence people to write you a check or key in their credit card number.
Imagine not having to waste thousands of dollars on the incompetence of an agency or pull your hair out wondering why all that traffic to your website isn’t turning into as much profit as you hoped for … wouldn’t that be great?
CONNECT WITH DAN LOK
How To Turn Words Into Cash – The magic of copywriting with Dan Lok
What is Copywriting?
Old definition of copywriting:
- “Copywriting is salesmanship in print.”
New definition of copywriting:
- “Copywriting is using the written word to start, enhance or extend a relationship with a customer that includes salesmanship (sales-womanship) in print.”
- “Of ALL of the skills of business, copywriting is one of the most valuable – and one of the least understood and least appreciated.”
- This is good news because you can learn it and dominate your competition.
What is Copywriting
- Convincing, persuading, motivating people to take action
- expressing value
- Writing that sells
Why is it important?
- works by itself
- You can influence people in a way that is scalable
Communication = Wealth
- How To Communicate Your Way To Riches with Dan Lok
- The more people you can communicate to the more money you will make
- The power of written words is you can sell without your physical presence
- Sales is the #1 skill needed as an entrepreneur
- Works for you 24/7. Even while you sleep.
Know the difference between good and bad copy
- By the end of this you will know more about copywriting than 95% of entrepreneurs.
- Dan Lok’s mentor in copywriting
- This was the year I got my million dollar’s worth of education
- He worked for next to nothing
Irresistible offer to start freelancing as a copywriter
- Dan rewrote the most expensive yellow page ads
- If they were not happy with his work they didn’t have to pay
- Published first book called
- Copywriting is a good foundational skill
- Google Dan Lok Copywriting
Gary Halbert, one of the greatest copywriters of all time.
Why 95% of Sales Copy is Crap
Most copywriting sucks because it’s
- Has no benefits
- Not targeted
- Not using customer’s language
- Tells but doesn’t sell
Biggest copywriting mistakes
- Biggest mistake is talking about yourself too much
- Sorry to say but nobody gives a fuck
- Your customers don’t care about you at all
- Feed into their ego
- They only care about themselves
- Focus on clients needs & problems
“Copy is NOT the kind of writing you learned in school. Copywriting is the spoken language in written form.”
The Cheap Copywriting Mindset
- “Why pay for something new? We’ll just use what we have.”
- You forget that the brochure was written by your teenage nephew back when the company just started eight years ago.
The Controlling Copywriting Mindset
- Assuming your customers knows as much as you do.
- Assuming your customers cares about you.
YOU ARE NOT YOUR CUSTOMER!
- Don’t assume your customers know as much as you do
Write the way you speak: Be conversational
How Long Should My Copy Be?
- “Copy should be long enough to emotionally engage the prospect and give them enough rational reasons to back their emotional decision to purchase.”
What do you do if your client wants to do it their way instead of following the right copywriting formula?
- Let’s test it. Create 2 versions and A/B test it
Dan Lok’s Books
(Buy one of Dan Lok’s fantastic books with these links to help support my FREE note taking service)
Stage Of Market Sophistication
“You MUST market your product or service differently depending on what ‘stage of sophistication’ your market is currently in.’
The more competition you have the higher stage you’ll need to use.
Always aim to be #1 or #2 in the market. If you can’t, create your own niche category.
Stage 1: “Hello, market!”
- Be simple, direct, state either the need or claim in your headline.
- There’s no need to be lengthy.
- Since you have no competition, your innovation is enough to capture the market.
- Simple and Direct
“Take This Pill And You’ll Lose Weight.”
“The first personal computer for under $200”
Stage 2: “WHAT is it?”
- If the direct claim is still working, outbid your competition with features.
- Requires to take those original claims and promises and enlarge them.
- What is it? Why is yours better?
“Take This Pill And You’ll Lose Weight In 7 Days Or Less.”
Stage 3: “HOW does it do it?”
- The market is jaded with all the exaggerated claims made by the growing group of companies selling pretty much the same thing.
- Get a NEW mechanism to make the old promise work.
- The emphasis shifts from what the product does to how it works.
- How does it do it?
- Reframe your promise
- How does it work?
- What makes you different?
- Back up your claim with a new mechanism
- What makes it tick and talk?
“Take This Pill… That Blocks The Absorption Of Fat In Your Intestines… And You’ll Lose Weight In 7 Days Or Less!”
“Introducing Macintosh. What makes it tick and talk.”
Stage 4: “Crush them”
- Promise more benefits than any competitor.
- A new mechanism must be created, but must be believable and significant by your market.
- Eventually, all these tire your market prospects – they’ve heard it all. Competitors start dropping out like flies.
- Crush your competition by promising more benefits
- The internet makes it easier to start in business but harder to succeed because of more competition.
- In business the strong survive and the weak go extinct
- Perception = reality in business
- The top 1 or 2 businesses in a niche make 80% of the money
- It’s better to be first or different
Stage 5: “Be iconic!”
- The market knows so much about the industry, they will not buy into whatever you have to claim or hard sell anymore.
- This is where you sell on how your brand serves certain type of people and encourage people to buy into that exclusivity.
- Be Iconic
- Good if your market is very skeptical
- Be clear about who your customers are
- Build an Identity
- Who is your product for?
“Super-Powerful “Diet Pills Make Comeback they’re flying off the shelf… But they’re NOT for everyone”
Best book on copywriting “Breakthrough advertising Eugene M. Schwartz”
Check out the Simplified Version for only $10
Eugene M. Schwartz’s Breakthrough Advertising Made Easy: Timeless Copywriting Wisdom Shortened, Summarized, and Simplified [Kindle Edition]
7 Powerful Copywriting Secrets That Significantly Boost your Profits
Copywriting Secret #1
- Appeal to your reader’s emotions, and not just logic.
- People buy with emotions and justify with logic.
- What is the emotional appeal about what you do?
Why Are Bigger, Stronger, Taller And Meaner Multiple-Black Belt Bas Asses Absolutely Terrified Of Challenging This Mild, Middle-Aged (And Undefeated) No-Rules Cage Fighter From Arizona?
It’s because his amazing new “simple and vicious” streetfighting system – perfected in illegal (felony) no-rules “pit” fights – allows you to instantly dominate and humiliate even experienced black-belt opponents…no matter how over-matched you are in size, strength or skill. the fight is over before he can blink.
Best part: You can learn it almost overnight, even if you’re out-of-shape and have no previous fighting skills at all… guaranteed
Copywriting Secret #2
- Avoid using too many complex sentences.
- Break sentences up into smaller ones.
- You shouldn’t need to take a breath in the middle of a sentence
- Never use complex sentences/language people don’t want to read it
- Even with CEO’s and doctors it’s good to use simple language and sentences
- They are busy. Make it easy for everyone to understand.
- Max 5 lines per paragraph
- Can you break your copy up and make it easy to read?
From: Jeff Mulligan
RE: The ONLY Proven Way To Beat Your Speeding Ticket (Even If You Were Speeding)
Dear Fellow Motorist,
This letter is going to shock you, maybe even piss you off…
But it is exactly what I would write to my own son if he got a speeding ticket. My goal is to give you powerful, and little known info that is proven to get your case dismissed without your risking a dime.
If you accept your speeding ticket and just pay it, you WILL LOSE about $851. This is simple fact.
If you read this letter and act on it, you can keep all those hundreds of dollars, avoid traffic school, and keep your record clean.
First, you need to know a few facts regarding the speeding ticket industry (this will make it crystal clear why it is in your best interest to flight)
If you got busted for speeding, whether you were guilty or not, you fell into a colossal government/insurance company, money-sucking machine.
Don’t feel bad though, because it is a stupid machine that can’t stop and fight you properly. There are proven ways for you to “get off the hook”, and simply walk away with hundreds of dollars that STAY in your bank account … 100% legally.
Copywriting Secret #3
- Make any general statements that you have as specific as possible.
- Instead of stating, “I made over $5,000 last month”,
- say “I made $5,769.03 last month.” The second statement carries more credibility and is more believable.
Copywriting Secret #4
- Write in the active voice instead of the passive voice.
- Instead of writing “When this link is clicked, an email will be sent to your inbox,”
- write instead, “When you click this link, you’ll be sent an email.”
Copywriting Secret #5
- Show, Don’t Tell.
I felt mentally and physically drained.
My legs barely hold up my body as I crawled onto the sofa. I tried to cry myself to sleep but the tears came without the sleep.
I’ll never forget the way I felt when I made my first online sale. I was so excited!
It was 2:30am. And a strange time to be checking my email. But there it is – the notification for my first online sale. I ran upstairs and woke my wife. “I did it! I did it!”
She warned me that if I didn’t calm down, the noise would wake the kids in the next room. But as far as I was concerned, no one in the family should be sleeping at a time like this. I was now an official internet marketer!
Copywriting Secret #6
- Make your guarantee a “no risk” one.
Copywriting Secret #7
- Stress benefits over features.
How to turn a feature into a benefit?
- Ask yourself “So what?”
- We offer 24hour service so that …
Feature: On-call Industry experts
Benefit: With over 70 years of combined experience, our expert advice helps you solve software issues in minutes.
Feature: 24-hour service
Benefit: No matter what time it is or where you are in the works, there’s always someone available to offer you support for troubleshooting technical issues.
The Magic Building Blocks of Sales Copy That Sells Your Products Like Crazy
- Value Justification
- Risk Reversal
- Call To Action
1. Two Effective Headline Writing Strategies
State The Claim As a Question.
- “Who Else Wants To …”
- “Would You Like To…”
Make The Subject “Newsy”
- People love to discover things that are new and interesting and want to keep updated to what is going on in the world.
The first step is to grab their attention and get them to read the first paragraph. The first paragraph is to get them to want to read the second paragraph.
- They never read anything at first; they never believe anything at first and they never do anything at first.
- If you hold their attention, then there are THREE THINGS they’re going to do next. They are going to …“Skim, Scroll and Scan”
2. The Best Way To Start Your Sales Message – Opening
- The opening sets the criteria for whom the letter is intended and what they stand to gain by reading it.
- Discover … & Introducing…. are good words to use
Imagine setting your own schedule and making more money from a single deal than you’re making in a whole year working for someone else….
Imagine earning your current income and adding a side income working part-time if you choose to ….
You might also be thinking …
“Yes, I understand that the booming BC real estate industry is a highly lucrative market. How can someone like me with no prior education in real estate, no skills or experience earn in a year?
3. Establish Credibility
- “Why should I listen to what this person has to say?”
- Just a little bit of me copy.
4. Make an Offer
- “How are you going to solve their problems?”
- How do you take away their pain?
- Anticipate their objections & handle them ahead of time.
- Know what they are thinking
- A bullet is a brief statement that identifies a single benefit offered by your product or service.
- Features and benefits
- Third-party verification that your solution does what it claims to do.
- What other people can say about you is infinitely more powerful than what you can say.
- Video testimonials are the best
- If it’s just text, make sure you give the full name, photo and title
- The more specific the better
7. Risk Reversal
- The longer your guarantee, the more orders you’ll get, and the less likely you’ll receive refund requests.
8. Value Justification
- How can you make it a no brainer
- Use psychological triggers
- You have read up to this point because you believe this must be right for you
9. Call to Action
- Make ordering as easy and as obvious as possible
- Want them to call? Place your toll-free number in BIG PRINT.
- Should they click on a link? Make the link as obvious and “clickable” as possible.
- Give a deadline by which to take action in order to get the special deal.
- Most people will procrastinate ordering if they know that they have a lot of time.
- Procrastination kills sales
The Most Important Part of Copywriting By Stephen Zhao
1. Do tons of research
- Look at all the best products and companies
- Look at major magazines in your niche
- Collect words that trigger curiosity and spark action
- Look at the best selling products
- see what they use
- Looks at customer reviews
- Look at the customers language, conversation, objections, reasons why they bought that product.
2. Create and use your swipe files
- Build a collection of the top words proven to work in that market
- Save good headlines and sub-headlines
- Swap out words so it’s related to your industry
- Good copywriters copy
- Great copywriters steal
- Don’t start with a blank piece of paper
- Create a binder with filled with the best ads
3. Figure out your logical sequence
- Determine the flow of your copy
- Story, Testimonials, Bullets, Guarantee
4. Write drunk edit sober (Not literally)
- Put everything on paper then edit later
- Trim off the fat
- Spend time wordsmithing
- Keep on refining until you have it perfect
5. Send it to someone for feedback
- Get feedback from a mentor on someone you know that is better than you.
- Then send it to the client
- Test it and refine
- The marketplace never lies