Video 1 Writing Email Creatives and Swipes with Jerrod Harlan

[Music] hey everybody in the rmbc course I'm excited to be making this module for you um my name is Jared harand I am a copywriter with natural health sharpa and I just wanted to um whenever I had the opportunity to present this email formula I jumped on it right away uh this formula has been life-changing to me but I will talk about that in a minute so I'm calling this the minimalist million dooll email formula for a very for a very good reason um it really is as minimal as you can get it's four-part formula

and as long as you know the four parts of this formula and you can fill it out you almost have your email written so anyway uh minimal effort maximum results even newbie copywriters can use this it all comes down to just again four parts of the equation and uh having some research before you do that so that's really it let's jump into it first going to talk about my story um with this formula so I started at Natural Health Sherpa in August of 2019 now I had been copyrighting for about just over a year at

the point that I started with natural health sharpa and I rarely wrote emails it was I was writing long form um all I really wanted to write was long form and if you're not on Natural Health sherpa's list you should be first of all but our emails are very short they're typically 100 to to 130 words uh so going from writing long form stuff to writing these really short emails that have a whole pers of architecture uh was very difficult it's you you're really forcing yourself to to pair down your language to pair down your

writing and write the most concise powerful uh sentences possible so it was very challenging for me for a while um because like I said if I did write emails it was longer form you know story based think of like Andre shapo Ben settle um Jeff Walker launch style emails like that's what I was used to writing if I was writing emails at all um so like I said writing these short clicker emails clicker and uh the point of clicker is that you're just getting somebody um enticed enough to go to the sales letter so you're

just getting them to click in the email you're not trying to do any of like the the selling or anything like that just getting them to click over to the sales letter or the video sales letter to let it do the heavy lifting so it was harder than I expected and I really kind of guessed a lot um throughout the first three months I'd say I had some some emails that actually did fairly well uh but most of them were were were pretty much failures they either just bombed entirely or they lost to um Tanner's

emails who is the other you know copywriter at natural Hol sharpa and um so one day I had a successful email and we were going through the results with uh the owner of Natural Health sharpa Mark Stockman and he kind of just throughout the the basis of this formula he was describing it and I really liked it um so I sort of took it and and like molded it into into this four-letter you know formula that I'm gonna that I'm you know going to show you here in a second and I started writing all of

my emails with this formula um just following the letters right it just super simple following the letters and within the past six months because I've only been there for nine months now within the past six months it's helped me actually bring in over a million dollars in affiliate commissions uh since I've started using yet so what is the formula PW a it is literally this simple like I said it's four letters if you can remember PW you can write pretty much any email uh that is as long as it connects with the reader is probably

going to do fairly well so what the does it stand for well pwa stands for problem why it's a problem SL unique mechanism agitation and te's solution so this is uh nothing more than an Aida offshoot I'm sure you've seen Aida Ada it's like the most well-known copywriting formula out there it stands for attention interest desire action so if we go through letter by letter you can see that pwat is almost just a honing in or a narrowing down of ADA whereas the problem that you're um that you're calling out uh or that you're revealing

in your email which is that first step is with the intention of getting of their attention uh why it's a problem SL unique mechanism is building up the interest around the problem that you just called out slash that you're presenting uh the agitation is almost the reverse like they have the desire to not have those problems anymore so you're agitating them to to get out of that state that they're in right and then teasing the solution is the where you're asking for the action that's where the call to action comes in so it lines up

really well with the Ada formula um but it is just like I said more of a narrowing in on the formula rather than just saying okay well what do I say to get their attention well you get their attention by calling out a problem right so that's how it works and we'll go through each step in a in a couple minutes here too so you'll see more of what that means this works for short or long emails uh like I said at Natural Health Sherpa we write really short 100 115 word emails but you can

also take this and you can write a 200w email um you'll see in the other section uh the other part of this module where I actually do a live writing session with um Michael roosan you'll see that his email comes out to be you know the first draft of his email comes out to be I don't know what 300 words or so so it does work for longer type emails and it really works well for short emails too I'll show you examples of five that I wrote that were uh winning that you know our controls

SL beta control control and then I'm going to show you some um some emails from outside of just health I think there is one Health in there but you'll see from make money online copywriting uh General marketing uh Financial you'll see some examples and you'll see how other copywriters are actually using pwat without even sort of realizing it and how flexible it really is and I do want mention that this this might seem too easy uh and I just say that now because you're going to read my emails or I'm going to read you my

emails and you're going to question like really these did so well and I say that because like I'm not an overly emotional writer uh I can't write with an extreme amount of empathy like some people can and that's why I've turned to this formula so much is because I saw that it worked and so I use it over and over again because it's sort of filling in for my shortcomings as uh as an emotional writer per se so as with any copywriting in general there are a few things you need to know before writing and

obviously you need to know your list and your offer well the list is the absolutely critical just like super important part of this whole equation you have to know who's on your list you have to know their emotional state how they're feeling what's the transformation they desire um you know their pay points you need to know that if they're say in weight loss well you might even like yeah you you know that they need to lose weight but maybe you can even dig out how much weight like what's the average Prospect overweight by are they

50 pounds overweight like that might be a really hard thing to discover but the more you know about your list the better and it's not even just so much about the people in the list as it is the type of list as well so there are two main types of lists there's a churn and burn list and there's a Rel relationship list if you're on um if you're on Stefan's email list then you're on a relationship list because you're probably reading his emails every day or however many days he puts them out and you don't

really have any necessary reason to leave his list so that's a relationship list he's constantly building a relationship with you so that when he has a product you you have an already innate desire to have that product um because he's taken the time to build that rapport with you even if he's not like your close friend and he's not talking to you face to face you sort of feel like it uh Justin gof has the same type of list you know a lot of people a lot of copyrighting gurus have a relationship list now versus

a churn and burn list so a churn and burn list um is like a list similar to agore financial um Natural Health sharple we have a churn and burn list the point of a churn and burn list is that they get on the list they're probably not going to be there for for more than 30 60 90 days so you're sending a lot of affiliate offers typically um to maximize how much each person is worth even though they're going to be only be on the list for a short amount of time maybe three months Max

now this Turn and Burn list um you can turn your relationship based list into a churn and burn list I don't recommend it but a churn and burn list is is you can't always work yourself into a relationship list you can destroy your list and turn a relationship list into a CH and burn list but you can't always turn a churn and burn list into a relationship list and the reason being is Justin goof talk about this talked about this at one point and I really loved his explanation and I'm going to butcher it but

it's essentially that um a churn and burn list is made up of people who are only going to be interested in what you offer for a particular amount of time so if you think about weight loss people go through the desire to lose weight in waves and when they're super hot you know when they're super hot and bothered about losing weight they're at that tip top of that you know wave they're going to go and join Natural Health sherpa's list they're going to join um the truth about ABS list they're going to join uh Organics

list they're going to join all paleo hack list they're going to join all of these Health list all of these weight loss lists and then they either find what helps them and they buy a product and it works for them and they lose the weight or whatever or they naturally come down off of that wave they think you know what I'll start my weight loss uh January 1 or I'll start it next year or I'll start it next week or whatever and they just stop being hot and bothered by their desire to lose weight so

they end up either just totally ignoring you now they send you to spam they report you they just unsubscribe optimally they just unsubscribe right or they get cleaned off of the list after a certain amount of time of not clicking on your emails so that's the difference between churn and burn a relationship and the reason why at Natural Health Sherpa we can write such short curiosity based emails to just get them to the Lander to get them to the video sales letter the text sales letter um is because we have a churn and burn list

so we're just trying to send them out the shortest most convincing uh emails to get them to our affiliate offers whereas a relationship list you can still use this pwat formula but it's usually going to be drawn out more and again we'll talk about that so um a few other things to really start filling in this pwat formula you need to know what's the unique way the product solves their problem problem what's the counterintuitive way the product solves their problem and what are the stories or testimonials the reader will relate with not every well not

all three of these have to be in every single email but it's nice to know because now you can start creating different emails to the same product um with the same formula I might add but it's just nice to know these three things so that you have options when you go to write now before again before we get right into the pwat I need to mention that the first sentence is the is critical to this email it is the 8020 of this email if you don't spend 80% of your time on this email you're going

to lose the majority of your results so even though the headline or even though the first line is 20% of the email it's bringing in the 80% of your results if that's that's what it means if you haven't heard of the 8020 rule um people are really you know people are really busy uh if they click on your email if you if you don't hook them immediately they're going to be they're going to click out right right and I'd say there's probably even a higher chance of them reporting you a Spam if you constantly send

these emails that just don't relate to them don't attach don't attract them don't hook them in some way one of the easiest ways to not hook them right away is to do throat clearing and that means writing a whole bunch of unnecessary stuff before getting to the heart of their problem I'm sure you see a ton of throat clearing um I'm sure if you are an active copywriter that you might be writing a lot of throat clearing and it's not bad to do so um I I think most people do and obviously following a formula

will help you stay away from it but it's like that whole thing that you've probably heard in copyrighting like take that your first draft and take the first five paragraphs and get rid of them or take the first page and a half and get rid of it and that's where you should start right because when you're writing a rough draft you just are usually spewing you're just sort of writing everything and so you do a lot of warm-up copy and instead you just want to get to the heart of the issue right away without any

of that throat clearing um a great person to read to really understand what it means to not throat clear is not only Stefan but um ah I'm blanking on his name Michael fiori Chris Hadad there we go Chris hadad's sales letters in the relationship space are really amazing at just cutting the crap in the first line is just super powerful so if you ask yourselves a few questions you will train yourself to start writing a powerful first sentence a lot easier and along with those other three questions of like what's the new way this solves

it what's the unique way or the counter inuitive way you can ask yourself what's the new piece of information that you're presenting um maybe it's a counterintuitive piece of information like that's how we get into the email in Michael's example that you'll see in the other part of the module uh what's the counterintuitive solution what's the most beneficial thing I can say or what's the biggest pain Point you'll see one of my emails uh that I'm going to talk about is all I do is call out the problem but it's a big problem to these

people like this is the problems that they care about and then why should they listen to me versus everyone else in the inbox so again this comes back to what I just said a few minutes ago um most people's inbox are inundated with emails and or inundated with marketing emails so you really have to have a a powerp packed first sentence to really make sure that they read the rest of it and if you look at somebody's inbox you know this is what they see tons of just tons of emails all over the place to

all the different lists that they sign up to you know you can see inbox 7,762 like that's that's a ton of emails and you're never going to go through all of them nobody goes through all of them they only go through the ones that they're interested in so I put myself in the head of like a 60-year old conservative um if I'm a 60-year-old conservative and I and I'm looking at this screen and this is my email you know this is my email homepage right I've underlined and read the things that might actually appeal to

me uh maybe I'm a a 60-year-old single you know divorce wor uh conservative so what nine words to say in the first three minutes that Mak or want you well that's definitely interesting to me if I'm single if I'm just entering back into the dating pool or something um Co 19 gun banss that's going to be important to me I I'm probably statistically a gun owner is this little deadly pill in your medicine cabinet that probably interests me I'm probably taking a handful of medications some of them a doctor to prescribe some of them are

over the counter uh act tonight and you could make five or even six figures on a single trade the financial list is made up of like 60 to 70 year old white conservatives so that Financial stuff is always going to appeal to that market my market uh Windex trick for Shar sharper eyesight I'm getting up there in age I'm 60 years old maybe my eyes aren't working as well as they used to so this um subject line is super heavy curiosity based and it makes me like okay well I want sharper eyesight what is this

Windex trick like what how does that work am I just cleaning my glasses am I you know whatever it is so I've underlined but all of these other things like tinf foil art and Amazon that doesn't necessarily call out to me um 28 day challenge to get Shred shredded at home maybe I don't really want to be shredded I mean maybe if I if I did want to be shredded if I wanted to be like the six-year-old on the beach with abs like this might call out to me um but you can see here I

just highlighted a couple so that's what you have to compete against as all this other noise all right so without further Ado I'm just going to get into what the actual formula is I need to move myself here okay so the first letter is problem again we talked about this earlier that this emao formula works for long or short emails so if you're writing for a longer email um like a story based one to a relationship list or something you can use the story to demonstrate the problem um this is how a lot of sales

letter start this is why stepan sales letters are so effective right because he's telling a story at the beginning and he's building the problem into that story so the uh narrator or the the you know main character of his sales letters has all of the problems that the people who are reading the sales letter have so he's demonstrating the problem without necessar neily just directly calling out the problem he's using that story to relay the problem now inversely if you're writing a short email like what we write at Natural Health Sherpa you can directly call

out the problem I mean you can directly call out the problem in a longer one but stories do work really well um so again nothing is like cut and dry hard and fast with this you can do it either way like you can write a powerful two sentence story and use it it in your email um but just for like easy to remember rules quote unquote if you're writing long you can use a story and build the problem into it or if you're writing short you can just directly call out the problem so again ask

yourself what's the most unique exciting pain driven curiosity provoking way that you can call it the problem so I'm going to show you um an actual email just in sections here of a winning email I actually have that still control for sharpa in what the text says in each you know and how it fits into each uh part of the formula so do you suffer from embarrassing gas bloating or a big bulging belly there's nothing uh exciting or unique or curiosity provoking about that but it is extremely pain driven uh that is the problem that

our Market is save you know is facing they hate having like a protruding belly they feel like crap because they're bloating they you know fart in public they have embarrassing gas like these are all things that are inherently emotional to them so even without like writing this uh over-the-top emotional empathetic copy I'm sort of poking the pain that they're suffering just by just by calling it out again like I said I follow this formula because I'm not an incredibly emotional writer so this helps me sort of tap into the emotion without being the best at

it I guess about that so why it's a problem unique mechanism um uh the the easy way to sort of break this one down because it does cover sort of a lot is that you're taking the problem and you're adding a unique uh angle to it you're revealing new information about the problem that they're facing so that's why I say you think that but it's actually this um so if you look and I'm going to show you the text at the bottom here because it perfectly demonstrates you think that but it's actually this or it's

actually because of this so the problem was that they have embarrassing gas uh a bulging belly or I forget what the other thing was bloating so if the answer is yes chances are your stomach doesn't have enough acid to properly break down the food you eat without stomach acid food just piles up in your stomach and rots so here I'm giving them the unique mechanism as to why they're facing that problem so this is why they have that problem uh in in another way of writing this where the problem is more curiosity driven where you're

kind of revealing the problem and a unique mechanism at the same time I call it like the counterintuitive first sentence leads perfectly into this if you go and watch Michael's example we use a counterintuitive for a you know thought-provoking first sentence that leads right into the unique mechanism so I'm getting their attention by um sort of demonstrating in the first sentence that what they think is wrong or why they're suffering you know these negative side effects and then immediately going into the unique mechanism like I'm going to reveal to you why this is why you're

facing those problems uh so you can either combine and this comes back to the there's no hard or fast rules with this you can combine sort of this section into the first sentence and have like a counterintuitive first sentence where you're kind of revealing the unique mechanism and then this section would sort of like dive into it more uh or you can just have a purely problem-based first sentence so again you can mix and sort of mash it together uh for longer emails this is the part where you can expand more on the unique mechanism

you can dive into this uh the why it's a problem more because this is the part that's sort of revealing that new information to your prospect so it's going to be a if you if you got their attention with your first like um with your first line then this section is going to be super uh interesting to them because they're really going to want to know why they're are facing those problems and this is sort of offering that new that new info that is going to get them one step closer to solving that problem so

then you agitate it again this comes back to emotional hot buttons these are the things that you want to know uh before writing and um poking at these emotional hot buttons is how you build up the emotional uh part of your copy again if somebody who's not like overly emotional literally just calling out the side effects of the problem um or the problem again is just a simple way to agitate it more so in this last one uh and so I say this new solution will help them avoid XYZ that's those are the problems that

they're facing or it'll help them avoid xyc without ABC which would be the common Solutions so you see here if the answer is yes chances are your stomach doesn't have enough acid to properly break down the food you eat without stomach acid food just piles up in your stomach and rots leading to bloating gas and stubborn weight gain so I'm sort of just rehashing what I said in the first sentence but it keep keeps that concise linear line of thought and then I'm going to tease it right so I'll read I'll read the end sentence

first so I say leading to bloating gas and stubborn weight gain boosting your production of stomach acid can help you break down the food in your stomach and flush it out of your body shrinking a big tummy in 24 hours here's how to do it eat this to break down rotting food and safely lose up to one pound per day now mind you this is all from um an affiliate offer so what I'm saying in this email is based on what they're saying in the offer itself um but this section right here you can see

that it's just the linear line of thought from the agitation to and the unique mechanism now to the t's because I'm saying if you didn't get it earlier like you don't you probably don't have enough stomach acid well here's a way to boost your stomach acid so that you can actually lose weight and not suffer from those um from embarrassing gas bloating or a bulging tummy so the tease you tease what they really want and what they really want is just on the other side of clicking the call to action um you can use words

like new breakthrough it's a new breakthrough solution it's easy it doesn't take a lot of time and you'll Discover it when you click here this is all just stuff to build the excitement build the you know build the thought in their head that they are just one click away from solving their problems uh in short emails you know the whole point is to just get them to the video sales letter and that's where you let the sales letter do the heavy lifting when the sales letter is good so there's a we might be pushing them

to a sales letter but let's say it's not such a sales letter it's not such a good sales letter well we might end up writing a little bit longer of an email that does a little more of the selling so that when they get there um it's not all on the sales letter to do the heavy lifting so there are ways to sort of if you write a longer email and do more of the selling um then you take some of the weight off of the sales letter Itself by building up the uh enticement um

in terms of yeah so in the short emails heavy curiosity just get them to the damn page right the page is what's going to convert them so just get them there in the longer emails you can take more time to tease you can borrow reveal more from the sales letter to presade a buying decision you can again expand in the unique mechanism section you can expand in the teasing section slth end of it um again nothing hard and fast with this it this is more of just like the formula to where you can expand how

you desire and what's necessary for what you're writing for uh you can even go into the unique mechanism of the solution so in this bottom example where I'm talking about boosting your stomach acid maybe there's three specific foods that they need to eat in order to uh in order to boost their stomach acid production so that would be the unique mechanism of the solution as uh Stefan says you know Stefan has this in all of his sales letter the unique mechanism of the problem and the unique mechanism of the solution the U of the solution

isn't always necessary in these emails but if you want the email to do more of the heavy lifting you can add it in there and then uh there's something that we call the mini testimony trick and you'll I think you'll see an example of this but it's basically where we add a one sentence testimonial into the end uh of the email that sort of adds a story into this demonstrates some proof and uh is just a good way to really get them excited because you know testimonials are good things right it builds up that uh

the safety in the read 's mind that this is working for other people but it does something else it also shows uh the transformation a lot of times so if the mini testimonial was like um I used to get sick all the time and then I tried this and I haven't been sick for five years like that's showing a transformation it's showing the transformation that that your prospect wants they're sick a lot they don't want to be sick a lot this thing helped this other person achieve that so here is the full example that I've

been breaking down into the pwat do you suffer from embarrassing gas bloating or a big bulging belly if the answer is yes chances are your stomach doesn't have enough acid to properly break down the food you eat without stomach acid food just piles up in your stomach in rots leading to bloating gas and stubborn weight gain boosting your production of stomach acid can help break down the food in your stomach and flush it out of your body shrinking a big tummy in just 24 hours here's how to do it eat this to break down rotting

food and safely lose up to one pound per day so you see it all together you see the problem you see the uh unique mechanism you see the agitation and then the teasing the solution now you'll see here here's a longer one but this one even though it's longer and even though it's sending to a Financial offer it still follows the same pwat we normally send you the most relevant Health info but with so much Financial uncertainty right now we also wanted to send you info about growing your wealth from sources we actually trust we

have a health list at Natural Health Sherpa obviously and we want to send a financial uh promo to them so we have to make the connection as to why we're sending it so that first sentence even though it's not necessarily getting to um the heart of the issue it needs to be in there to sort of introduce the email right so shutting down the economy has taken a massive toll in hardworking Americans 22 million unemployment applications and thousands of business going bust that's the problem our readers might be business owners they might be people who

were in um you know working at a non-essential business they might have been people who were F load or that time was stripped and now they're only working two days a week versus five you know whatever like people are suffering right now and so this is calling out that problem uh that's precisely why the next big movers in the stock market will be companies who need the most workers and can bring back America's glorious production force it was known for that is the unique mechanism um and if you knew how to spot these businesses you

could invest now and potentially and potentially reap huge rewards for getting an early so we're saying the problem is that the economy is shut down and people are losing their jobs the unique mechanism is that if you can spot these businesses early you can um make money in fact there's a small company trading around $3 that has secured multi-million dollar contracts and is set to build huge production facilities across the country that means tens of thousands of new American jobs with one Governor estimating 13,000 new direct jobs 22,000 indirect and 10,000 construction jobs in a

state alone this is as I said you can dive more into the unique mechanism and that's exactly what this paragraph is doing it's taking that idea that you can um um invested now in small companies that are building and that are going to need a lot of Workforce and it's proving that uh that that there is this one company that's only trading at $3 but it is providing all of the ne all of the Necessities for what's going to be required for a company who's going to Skyrocket right now in this you know economy it's

no wonder this Company's stock price could Skyrocket it's supplying the jobs Americans desperately need that's the agitation section and I kind of want to add into the agitation section uh and call it agitation or acceleration um because you can also in this part of it you can just sort of like build on the benefits uh that you're Pro you know that you're saying earlier in the email um and so you're acceler ating you're not necessarily agitating like the pain but you're accelerating the pleasure so this company's price could Skyrocket like that's that's an acceleration statement

it's supplying the jobs Americans desperately need and that's an agitation statement but it's also an acceleration as well because it's it's building on The Logical um The Logical flow of conversation that I'm making with the prior two paragraphs now I'm going to tease and our friend at the Oxford Club stock picking Legend Alexander green just gave the most impressive live presentation regarding this company he revealed all the details as to why this single stock could help pay for a comfortable retirement go here for the details you could retire Wealthy on this $3 stock find out

before the stock goes to the moon so this email did incredibly well and all I did was follow PW another one you may notice no matter matter what diet you try paleo gluten-free vegetarian or keto or how much you work out it seems almost impossible to lose stubborn weight on your tummy the eyes are upper arms so here is the problem and sort of why it's a problem no no because see I'm building in like all of the things that they're trying to th this one's more just the problem I'm trying to remember which I

know there's one here where I sort of build in the unique mechanism into the first sentence but here's where I go into the unique mechanism that's because eating one common health food can cause bloating cravings and constipation all of which lead to unwanted weight gain so here's where I'm sorry this is where I'm mixing two of the sections I'm mixing in um that's because eating one common health food so that's revealing the unique mechanism and it's very counterintuitive because I'm calling it a health food but this health food is causing bloating cravings and constipation there's

your agitation all of which lead to unwanted weight gain more agitation so unless you avoid this health food you'll struggle to lose weight agitation um and that's sort of teasing the solution right unless you avoid this health food you'll struggle to lose weight even if you follow an extreme diet or workout six days a week um here's the health food to avoid and then that's the teas right so this is the teas here's the health food to avoid avoiding this one Health Food helped America's top cardiologists kill sugar cravings and lose 70 pounds so the

first sentence is the problem the second paragraph is the unique mechanism and a bunch of agitation and then it is the solution in the C to action according to Stanford research your thyroid is not the most important factor for a fast fat burning metabolism so the problem that I'm calling out here is that people uh believe that they need a fast metabolism uh to burn fat and I'm saying so this is the one where I'm um sort of mashing together the problem and the unique mechanism and I'm just starting with a very like uh curiosity

driven first sentence because according to Stanford research which is proof your thyroid is not the most important factor for a fast fat burning metabolism so that gets them thinking about their problems without even necessarily directly calling out the problem so they're thinking oh well you know oh man I've I've been thinking about how I need to have a fast metabolism but maybe that's not why I'm not losing weight so you'll see here in the second section where i' go more into the unique mechanism it's actually a fat storing hormone made by your adrenal glands and

if you have too much of this hormone your metabolism grinds to a halt no matter how healthy your thyroid is there's the agitation if you have too much of this hormone your metabolism grinds to a halt no matter how healthy your thyroid is that's the agitation right there luckily there's a simple way to switch off this hormone and speed up your metabolism so you can start burning the stubborn fat on your tummy thighs and upper arms in a matter of days here it is two drops of this first thing in the morning switches off fat

storing hormones that's the teas if you read luckily thankfully uh whatever that sort of transitions from the pain that we're talking about to hey luckily there's this that's teasing the solution so you can see that I pack all three parts of the formula um the first three parts of the formula into the first paragraph and then the second paragraph is just the t's with the caught action puffy eye bags are under your eyes are caused by a lack of sleep right wrong so there's the problem our prospects are dealing with puffy bags puffy under eye

bags and the counterintuitive thing is that they believe that it's from a lack of sleep but that's wrong so here's the unique mechanism new research from Harvard in the Mayo Clinic shows that these that eye bags are actually caused by toxins Trapped Under the Skin these toxins all right and now here we're going to be getting into the um agitation these toxins will make your eye eyes look puffy tired and older no matter how much you sleep at night and now I'm going to tease the solution fortunately there's now a way to flush the Trap

toxins from under your skin and Shrink eye bags in 7 minutes or less shrink under ey bags in just 7 minutes with this all natural so so again pwa is within the first two and a not even half line of the paragraph and then the t's is the last line in the call to action and see how simple this is and then I have some examples here I have some examples uh from you know emails that I've gotten and I want to uh quickly go through these to sort of point out again that you don't

have to write them exactly how I write them and and really you can write emails that don't even have a call to action with this formula they don't always have to lead to a sales letter they don't always have to lead to anything um they don't even have to lead to content they can just be purely content emails and still follow this architecture so so if you go through this doc you can see here that I'm um like in this Perry Marshall example uh I'm I'm going to go through them really quickly I'm not going

to read all of them but you can see I have the problem highlighted in yellow uh the ythe mechanism in green the agitate and accelerate in blue and the t solution in Orange and I wrote solution in there because some of these are just purely content emails where they sort of reveal the solution or just end it without any sort of call to action and you can do it so the problem here is that Perry Marshall is saying that you can't scale um and if you run you know if you run an online business and

you can't scale that's a big problem so he's kind of just diving into that problem then he reveals why you know scale is a lot harder than people say and here's why it's because of the martini glass principle and then he describes the martini glass principle and that's the unique mechanism then he agitates it will save you from vagrant agencies that vacuum your wallet out and leave you dying of thirst on the side of the road and then he gets back into covering the martini glass again so this is a perfect example all of my

examples I showed you follow the structure right and they don't sort of yeah they Mash a couple sections together maybe but they don't really go back and forth between them well you can go back and forth between them you can see here that he is explaining a martini glass then he's you know uh agitating and sort of demonstrating what it will save you from then he goes back to describing the martini glass formula then he agitates it again if you want 4X more traffic it's going to cost you 8X more money uh yada yada scale

gets real expensive real fast that's an agitation then he talks about now is there any way to solve this so after that sentence he's talking about the way to solve it if you double your conversion rate customer acquisition costs stay the same yet you 8 extra market share that's why I created paradigm shift because it's if there's any way possible to eight extra market share it's this is it and then he has you sign up for paradigm shift so you can see he gives away the solution um part of the solution but paradigm shift is

the way to adex your market share or sorry uh paradigm shift is the way to double your conversion rate so that you can scale so we covered a financial example that I wrote but this is an actual Financial example to a financial list so the virus has triggered a recession that's already worse than anything we saw around 2008 most economists say that it'll be just as bad as the Great Depression that's a huge problem that's what people are worried about in the market but there's no reason to be scared these two legendary Traders certainly AR

with their new system Rob B Rob B Booker and Roger Scot coming off a 12we winning streak so they don't even really go into the unique mechanism they just say their new system so their new system will save you from the problem and then here's where we come into the uh acceleration statements uh with their coming off of a 12we winning streak that's an acceleration statement on its own one that's produced massive returns of 134% and even 326 per acceleration and they want to show you exactly how they did it that's teasing the solution uh

they'll even give you one of their jump trades 100% free that's an acceleration statement and then click here to claim your free gift now that goes back to teasing so here's another Financial one that was sent to a health list with so many surprised uh with so many surprised with their tax return this book couldn't have come at a better time if you think you could be doing better financially that's the problem uh you get your tax return and you're surprised by how little you're getting back I'm assuming that's the problem so that's that's what's

on your mind right now the unique mechanism is this free book from best-selling author Ted Balman um and you can see here that they don't even get to the agitation before they do the teasing so here they just totally switched up the A and T but that's okay because it's more about the fact that you have these parts of the equation rather than that they're necessarily in this exact order uh inside you'll learn how to squeeze as much as an extra 6,840 per year out of your Social Security benefits so again these three bullets are

just teasing what's in the book and they're providing solutions to your problem of doing better financially of wanting to do better financially and then they agitate right so they've they've teased it now they're agitating that's why I'm urgently trying try to reach you you need to caim this free book now that's sort of an acceleration statement and here's where the agitation comes in there are only 500 free copies I don't know if there um if there are any more I can give away our supplies are limited so here's one from Lawrence Bernstein who is selling

a copyrighting swipe file so the problem is good time copy is over crisis copy is King uh it's true in many markets claims are bouncing off prospects like rubber bullets off of a tank so this statement again um this is sort of green it kind of talks about the problem as well but it's kind of providing some why it's a problem why crisis copy is now King to so again nothing hard and fast I just colored it yellow because it is part of the problem tell a weight loss Prospect today she can lose five van

pounds and she won't even hear you uh so now he's you know diving more into why this is a problem but tell her how lowering her BMI below 30 could potentially save her life and you've got her attention the same is the case in many markets so in the unique mechanism he showing that if you say this it's not going to work but if you say this that's what you need to be talking about now um and then the agitation it's the end of the line for bull market Good Times copy for now but and

here again we make that transition statement but it could be you know luckily that doesn't mean your sales have to suffer because there's a world of response waiting for you to tap with crisis copy and that is the teasing and then here's the call to action why crisis copyrighting is king So this one follows it perfectly problem unique mechanism why it's a problem uh agitation and then et te is the solution um here's one from Paradigm press which is ialo Albuquerque's new um yeah publisher basically in aora subsidiary now this one you'll see doesn't even

have a call to action it's just a Content email but it can still follow these four you know this this framework so when someone says I feel stressed it often it's often meant as a bad thing but for a moment imagine how much more you'd get done and how easy it would be to overcome the challenges of work in everyday life if you enjoyed stress so the problem is that uh it's a lot of copywriters on this list copywriters feel stressed a lot whether it's because of looming deadlines or having a lot of work at

one time or doing a lot of work and not making enough money you know whatever it is that's the stressed I'm about to show you that stress might actually be the best thing for you and when you understand the benefits of stress I suspect you'll start savoring as much as I do that is part of the unique mechanism SL why it's problem um so he's revealing that you can enjoy stress and there's benefits to enjoying stress so then he transitions into a story right his story and so like I said before when I was um

introducing the problem is that you can use a story to demonstrate the problem so because he used a very little at the beginning he's using his story to demonstrate the problem of being super busy having super late nights um in long days at the office and weekends at the office um so the story is just you know painting this this picture of being stressed and then so he says but here's the cool part I'm not some freak of nature who doesn't get stressed on the contrary I've taken my whole life to get to this point

and I still have room to improve now he's going to talk about the the unique mechanism again that he um intro earlier but one thing that's helped me get here is by researching the best ways to deal with my emotions which nowadays isn't too hard considering the internet in the Litany of academic literature on the subject so he talks about distress and ESS uh which distress is what the common form of stress that causes dissatisfaction and depression and new stress is the positive stress that causes enjoyment focus on personal growth but here's the crazy part

scientists have found uh the type of event doesn't impact whether it causes distress or ESS it's actually the way we perceive these events so he's just building up this unique mechanism going into deep uh going into it deep and it basically comes down to this that means that your job or your spouse or your president or the Corona virus aren't responsible for your distress you are so now he's going to agitate this personally when I first uncovered this idea it was a breakthrough for me so that's an acceleration and since then through study in practice

I've learned how to control the way I perceive stress it's been a GameChanger it's an acceleration statement because now I find high stakes high-intensity work to be some of the most enjoyable fulfilling and satisfying experience of my life again acceleration and here is where the solution comes in so he's he's given you the solution right via the unique mechanism but this is sort of the call to action of this content based email and I suspect that by making a simple tweak to your own narrative about stress the same could happen for you too so if

they had something to sell about if they had like a mindset course they' put that here um but this is like a good way to sum it up it's a good solution it's a good way to just finish the [Music] email and then this is actually a Facebook ad um so I wanted to show you that it doesn't just have to be emails but it can be Facebook ads as well so the problem is one in three people have arthritis or joint pain um reason why SL unique mechanism many people are unaware that one protein

present in certain foods like tomatoes can cause inflammation this one tiny meshlike protein called fibrin or fibron that's the unique mechanism right right there so that's what's causing your joint pain uh can be the culprit behind arthritis and joint pain along with other health issues so there's the agitation can be the culprit behind arthritis and joint pain along with other health issues and then click here uh click to learn how to steer clear of this protein that is the te's the solution so they do it in what this is probably honestly like 60 words they

go through pwat all within 60 words and so that's it um so I hope that this kind of went on a lot longer than I thought it would but I I really hope you got something out of that uh if you have any questions you know obviously I'm sure Stefan is in the group answering questions um if there's something specifically for me I am on LinkedIn you can find me um or ask Stefan and Stefan can reach out to me because I am in copy accelerator as well but otherwise I hope this was enjoyable I

hope you can use this uh it's a really great way to start writing emails fast uh that are really good quality and just pumping out things that should that should start converting really well so with that I'll leave it there have a good [Music] one