18 Years of Copywriting Advice in 93 Minutes

If there is one thing that I'm good at, it is copywriting. I have generated my clients over $7.8 billion in a thousand different niches. I use this one skill to become one of the youngest sharks on Shark Tank. And it's pretty much what I have obsessed over since the start of my career. And I promise that if you watch this entire video to the very end and you actually apply the [music] tactics that I'm going to teach you, it is Virtually impossible for you to walk away and not be making more money. So, first up,

what actually is copywriting? I know when I first started learning about copywriting, I didn't know the difference between actually writing words and the act of copywriting and the legal copyrightiting certain things. So, if you're anything like me, let me just dispel all of that and make it crystal clear. Copywriting is simply the act of writing words. And it's kind of split up Into two groups when it comes to marketing. You have the branded copywriting which is writing cute jingles and things that make people giggle basically. And then you have direct response copywriting. And direct response

copywriting is actually writing words where you're asking somebody to take an action whether that's become a lead or actually pull out their credit card and buy something. Now, the thing that I have specialized in is direct Response, which is how to write black words on a white page and actually move someone emotionally to the point where they will do whatever it is that you're asking them to do. Having the skill of being able to write words that get people to buy [music] is by far the most lethal money-making skill that exists in business. And let

me clarify something. Even though I'm talking about literally writing words, everything in your life is copy. From the words that you speak To the videos that you create, it all starts with the word and the messaging. And it's all about making a very clear and compelling message that gets people to do whatever it is that you want them to do. Whether you want them to apply for a job or you're trying to motivate a team or you're trying to get a lead to actually raise their hand and say, "Hey, I'm interested in what it is

that you've got to sell." Or if you want someone to actually a complete stranger on the Internet to pull out their credit card without ever meeting you, without ever knowing anything about you before they clicked on your ad, came through to your funnel and then actually whipped out their credit card and buy. [music] And if you master this skill, you will never ever have to worry about money ever again. So, I started my career when I was 17 and I was selling ink cartridges in an old converting shipping container in a small beach town called

Byron Bay. And I was crammed into this thing with about 13 other people. And my job was to make 600 cold calls a day to complete strangers and basically sell them ink cartridges. And of course, I was reading words on a script. And nothing will teach you more than calling 600 strangers a day and asking them for money. And what I realized very very quickly in that role is the words that I said and the sequence in which I said them completely determined how Successful I was going to be in that role. And I mastered

that and I was I started off and I was really really bad at it. And I was the run to the litter. I was following a script so to speak. But it wasn't until I modified that script that I started to see success. And that was where I first learned about the power of actual copyrightiting. I didn't know it at the time. I thought it was just sales, but realistically that was just onetoone copywriting. And I Didn't start making serious money until I graduated from doing onetoone sales where I was speaking a message to one

person at a time to then when I was speaking a message to many people at the same time. And I transitioned from that skills of being able to communicate over the telephone to then just putting those words into ads. So instead of calling on 600 people a day, my ads would call on 600,000 people in a day. Same [music] principles of the onetoone selling and Just applying it to the masses. Because in order to be able to sell to many people, you first need to understand how to sell to one person. And if you look

at the greatest copywriters in history, there is always a trend that they started with either face-to-face selling or onetoone selling because I'm going to get into it later on in the video. But effectively, either you can sell to one person and then master that skill. It's about amplifying that and going out to The masses. And that's when things really start to change. When you're doing onetoone selling, there are only so many hours in a day. And when I realized that and I was like, "Hey, like I'm already the best salesperson that I know, but there's

only so many hours that I can call on people." And then I took that same methodology and all the principles that I had learned in the trenches on the front lines of business in actually getting people to actually Buy complete strangers. And then I took that and I started to put it in ads and videos. That's when everything changed. You want to look at your copy when you're assembling your copy as an army of little salespeople that you're deploying out there and their sole job is to go out there and capture money and bring more

of that money back home. It's not to have somebody giggle at your ad or have some quirky little jingle or anything. When we're talking about Direct response copywriting, which is a thing that I made my wealth from, it is purely to sell the prospect and we can brand at the same time, which I'll get on to in a moment. But fundamentally, what you must understand is that these principles, they don't change. The same things that I use today to sell thousands and thousands of my book or to bring on agency clients or to bring team

members into my business. These same methodologies was working a 100 years, 200, 300, even 500 years ago because the technology changes, right? The Google ads, the Tik Tok ads, all of the platforms in between that will change and those algorithms will forever change. But the thing that doesn't change is human psychology. [music] So once you really master the ability to write words that sell, you can apply them on any single platform. Whenever a new platform comes up, whenever there's a new medium, I can leverage all of the Skills that I have acquired in copywriting and

that have an extremely long half-life that I'll be able to deploy for the rest of my life. And I just figure out the mechanics of that platform. And it's the same principles cuz at the end of the day, we're still selling to humans. And that's why spending your time and learning the skill of copywriting, it will pay dividends for the rest of your life. And there is no other skill that you can Acquire in business that is going to move the needle further for your business. So why learn copywriting right now? You might be seeing

a whole bunch of noise online about like AI and copywriting and copywriting is going to be a dead skill and all of that kind of jazz. Well, first things first with AI, right? It doesn't matter what the vertical or the niche is or the certain category of business. You need to be able to first identify what is good copy [music] and what is bad copy because to the untrained eye what chat GPT spits out looks half decent but it's like anything. If you show for instance a lawyer a contract that chat GPT writes they're going

to be able to see a whole bunch of holes in it. Yes, it might do 60% of the grunt work, but you still need a qualified person looking over that to not expose you to all these legal issues. The same thing with copyrightiting. If you're going to be Running ads with copy that chat GBT is running out, like if it can be 20, 30, 50, 60% better, think about the discount that you get [music] on your customer acquisition, on your cost per lead, and all of those costs go straight to the bottom line. So regardless

of what's going on with AI, I'm going to get to my exact thoughts of the future of copyrightiting later in the video, but this is still a skill 100% that you need to master. Now, if you're wondering why Is it something that you need to master right now, think of [music] it this way. Every single ad platform right now is more crowded than it's ever been. There is more noise online than there's ever been before. Most people are using AI and they're putting together this mush of copy. But if all of these algorithms are getting

better and better and most of the media buying process is going to be automated through AI, what's going to make the difference if everyone has Access to the same algorithm that's optimizing to find the best prospects and the biggest buyers? [music] Where are you going to get your edge and where are you going to get your advantage? Well, it's in the words that it is that you say. It's in the angle. It's in how you choose to attack the niche and how it is that you choose to communicate to [music] that prospect. And if you

do fundamentally understand what makes good copy, then you can use AI to get a thousand times more output than you originally could. And you can start to use AI to help you assemble what good copy looks like. The [music] cost to advertise has skyrocketed. And it's only going to keep on going up. Every single year we observe, oh, the cost to advertise just gets higher and higher and higher. And the only way that you can combat that is by having better ads, better copy, more compelling that gets a larger percentage of the people That you're

communicating to do the thing that it is that you want to do. Otherwise, as the years go by, you just end up making less and less profit because the cost is just going up and your ads remain the same. So, you have to combat that some way. [music] And the best way that I have found to combat that is through copy. Because your creative, your copy, that is the ultimate lever that you can pull on to increase conversion rates at every Single step of the funnel. If you can get [music] 10% more people to click

your ads and everything else remains the same in the funnel, then you've basically increased your profit margins by 10%. And as you scale up your business and you've got salaries and you've got overheads, there's not other parts in your business that you can get anywhere near as much leverage as reducing your cost to acquire a customer or simply making your advertising way More effective. And so you can use this at every stage, not only just in getting business, but you can use it with to bring talent into your business, to write memos, to get your

managers sold on the vision of where it is that you're trying to go with your business. I have observed that most people obsess over the wrong things. They're completely obsessed over the new CRM, the new chatbot funnel, all of these shiny objects, right? When the main thing is The message. It's how you use this technology. And when you keep boiling it down, boiling it down, all of those platforms, they require you to write messages. And those messages are trying to get people to do things. [music] So instead, I like to just spend all of my

time and energy focusing on what's not going to change because it's always changing. The software is changing, the ad platform's changing. Literally, change is the only constant that there Is. So instead, you really, as a business owner, need to look at like, okay, what are the things that aren't going to change? Let me spend a disproportionate amount of my time on those things so that I can continue to get leverage off them for many, many years to come. And copy is that thing. Your prospect only cares about themselves. And I had to learn this the

hard way, right? Most people when they're writing copy, they think about, Okay, I need to sit down and I need to write all of the things about my company, about the products and services that I sell and what is it that they include and what's all the bells and whistles. But no one gives a flying [ __ ] about any of that [ __ ] In fact, your business and your product is actually a barrier in between your prospect getting what it is that they want. Like, if they had a choice, they would just get

what it is that they want and they wouldn't Have to deal with you and they wouldn't have to buy your products and service. [music] They just want the outcome. And therefore, when you write copy, the only thing that you should be thinking about is your [music] prospect and what it is that they want. don't think about you, how long you've been in business, how big your team is, any of that [ __ ] They don't care about any of that. They just want the outcome, right? And that's what It is that you want to focus

on. You want to think about what are the things that is keeping my prospect up at night at 3:00 a.m. tossing and turning in a cold sweat. And what is it the stuff that they don't even tell their partner about? What are their pains and fears, their hopes and dreams? And in order to write good copy, that's what it is that you must do. You must get into the shoes of your prospect. [music] And you must be thinking about what is it that they Want and not what it is that I have got to sell.

And I had this breakthrough literally when I was 17 years old. And I was reading off a script. And the script was front heavy on me introducing who I was and the company that I was calling from. And then what I found is that like literally for the first 10 to 15 seconds of the call, the prospect was just trying to get their head around of like who I was and why I was calling them. And we would go back and forth and I'd Be like, "Yeah, I'm calling from this company. Yeah, it's about this

or about who and oh yeah, it's about and it was just it was just breaking the flow of it." And then [music] instead of calling them up and being like, "Hey, I'm calling from this company." It would be a very short interaction. I would just be like I'd catch their first name and then I'd be like, "Oh, hey Bob. It's Subrey here calling up from XYZ and and just get straight into the problem of Why I was calling. I wouldn't try to establish who I was, why I was calling them. I would just go straight

into the problem that it is that we solve." And by making that one change, I went from being the runt of the litter on that sales team, being the worst salesperson that they had to becoming the best person literally in a matter of a week. That just taught me the fundamental thing. It's like people don't care. They don't care about me. They don't care About the company. And then I have pivoted that into everything. When I started my agency and I was cold calling on businesses, that's the only thing I was calling them about. Hey,

I'm calling you because you're running Google ads and I found a big problem. You don't actually appear anywhere in the organic listing. I wasn't talking about me, my agency. I was talking about the problem. And just using that as a way in because that's all people want to hear, right? They just want to know what's in it for me. And the moment that you're not talking about that is the moment they're tuning out and thinking about how do I get this person off the phone or how do I click away from this ad or how

do I get back off this landing page and get back to something that's interesting to mah and the more that your message is focused on solving the problem for your prospect the more sales that you will make. So, one test that I still do today Is once I have written a piece of copy, I just have a look at it and I say, is this 80% of this talking about the prospect and the big benefit that it is that they want and the pain that they want to move away in and only 10 to 20%

of it talking about me or how I deliver that outcome to them. And it needs to be 80% focused on the prospect and their pain and where it is they're trying to go. And now another sin that people make when it comes to writing copy is they List out all of the features and the bells and whistles that their product or service has and they don't focus on the benefits, right? Because features tell and benefits sell. You want to sell the benefits and the end destination that your prospect is trying [music] to get to. They

don't want to know that it's a 12week fitness program, that you're going to be calculating all of their macros, and they're going to be waking up at 6:00 a.m. to do a 45minute hit Exercise. They don't want to know that [ __ ] right? They want to know about dropping dress sizes and getting like [music] six-pack abs and feeling the best that they ever have. That's the thing that you want to focus on. And if you actually focused on the features of them having to wake up and do these grueling workouts and have to count

calories, like they won't even want to do the thing cuz you're selling them work. And that's not what people want. They don't want work. They want the outcome. So always focus on what the benefit is. What is the desired benefit that someone will get from actually getting your product? Why are they buying it in the first place? They're not buying to buy it. They're buying to get a benefit. And that's the thing that you really want to zero in on. And this single shift is what changed absolutely everything for me. It's when I started to

write ads that literally pulled their Heads off and went batshit nuclear on the internet. Is when I just focused all of my efforts on describing the pain that my prospect was experiencing in vivid vivid detail. I call it under the fingernail copy where it's so specific they can't deny it. And then I focused on the big benefit that they want more than anything. like what is something that they would be willing to crawl across crush graft on their hands and knees to get that benefit for and I Focused all of my efforts on that and

things just went crazy which brings us to the next point. So once somebody reads their first book on copywriting or they start to kind of practice copyrightiting what I have observed is they obsess over how to say things and not what to say. But what you say is infinitely more important than how you [music] say it. Because you don't just want to be sitting down and finessing words and thinking, I just need to add More buzzwords and this is the thing that's going to really move the needle. No, no, no, no, no. You need to

just figure out what it is to say because in every single market there is a bullseye that if you hit that thing with a rubber mallet or a 50 cal bullet right in the center, it gets your prospects to buy emotionally, irrationally, and in huge huge quantities. [music] And it's not about how you say things. It's about what you say. And therefore, if that's The main thing, that's where you want to be spending the disproportionate amount of your time. time when it comes to writing copy. And the best way that I have figured out what

to say is by doing what I call forum foraging by going on the internet and going onto Facebook groups, going into forums, going onto Reddit and [music] being a fly on the wall and obsessing over your prospect and seeing all of the conversations that these people are having, right? What are The questions? What's keeping them up at night? What are the things that they're concerned about? And nothing will tell you more than that than actually observing it and observing huge huge groups of people on the internet. Literally just open up all of their emotions to

like what their frustrations are, their considerations, [music] and you just look at all of that and you start to really obsess over it and you create a document they call the halo Strategy where you copy all of those comments about their pains and fears, hopes and dreams into a document that you can reference. And therefore, when it comes time to writing your copy, you're not sitting down with a blank page and being like, "Okay, let me craft a really compelling message." No, instead you're assembling the copy. You're taking all of the pains and fears that

you've already observed are present in your market and you are assembling That using a framework into a pitch. And that's what sells. It's not being the best direct response copywriter. It's not having the most amount of buzzwords in there and finessing over the words because if you do that, you just sound like a salesperson and people do not like to be salted, but they do like to buy. So instead, you want to sound like one of them. And the only way to sound like one of them is to obsess and study these people and get

their exact Vernacular and the language that it is that they use and then putting that into a message where it's like this person must be one of us because they know exactly my pain and they're able to articulate my pain better than I can myself and therefore they assume that you have the solution which I hope you do. You want to be looking at Facebook groups. You want to be looking at Google reviews, YouTube comments. There are endless ways to mine this stuff. You can Also get a Chrome extension called discussions. Then once you add

that in Chrome, it will add an extra tab on Google search which is discussions which will just be forums. You'll have the entire search results of only forums and you can just go through there. Now, the word of warning, what a lot of people do is they do this and then they're like they do one or two searches and they're like, "Oh, there's there's nothing for my industry, right? And they've spent Like 5 to 10 minutes on it, right? What are you going to get that is great in your life from 5 to 10 minutes?"

Please, like spend a day, spend multiple days in just figuring out what are the keywords that are going to trigger the most amount of forums. Then go through all of those forums. Then join all of the Facebook groups for your niche on Facebook. Then go to the Reddits, the subreddits. Then go to all of your competitors, go to their Google reviews, Read their five-star reviews, their one-star reviews, their threestar reviews. If you do all of this, you will have a document that is absolutely stacked to the brim of just absolute marketing gold. And when you

do this, it allows you to understand the beating pulse of the market because most founders, they think that they know who their prospect is. They're like, "Man, I've been doing this for so many years. Like, I know absolutely everything." [ __ ] You don't. Right? And markets shift. And the thing that I have observed is that founders, they have like a jaded view of the market and they look at the market from an expert's point of view. and they don't look at it from the shoes of the prospect. And a lot of the time once

they hire people within their organization, they get removed from the front lines. Like they are no longer speaking to prospects on sales calls, looking at customer service Because they have layers of business that protect them from having to do that. And because of that, they fall out of touch of what the market actually wants. And they don't know the beating pulse anymore. and market shifts, new competitors come in, technology changes. And once you start to look at these forums and you go through this exercise, you can actually see what are the the trends that are

coming up, what are the concerns as the economy changes, as the Technology changes, there will be shifts. Um, and it allows you to go on that. So the first thing that most people think is that this is beneath them and they don't need to do that. Um and what I always say look if you want to double your profit margins then you are not above this like you need to do this and it's not a onceanddone exercise it's something that you need to continuously do every month every quarter every year like I would say that

You can't go more than 6 months without doing this exercise if you do then you are simply not in touch with the market is it used to be right like you would wake up and every couple of years a big shift in the market now thanks to AI and how technology is advancing. You wake up every day and there's a massive shift. Every week there is some huge thing that is going to disrupt your market. And unless you're doing this frequently, your ads, everything that you put out is Just going to be far less effective

than it could possibly be. And the reason that this is so powerful is because it allows you to enter the conversation that is already taking place in your prospect's mind. And that comes from Robert Collier and he was a copywriter from hundreds of years ago. And the stuff that he says now is still as relevant today as it was back when he was doing it. But you don't want to be making assumptions about your prospect. You don't want to be thinking about how you can sell to them. You do not want to try and create

desire. You want to channel desire. And the way that you channel it is by entering that conversation that is already taking place and simply channeling it down to your product or service. When you write words that are so specific and it's in the exact vernacular that your market speaks in, it gets under their fingernails. And when it gets under Their fingernails, the way that it does that is cuz it's so specific that they can't deny it. And that's when your words strike like lightning. and you have the prospect at every single word that you're saying

or whether you're speaking it or it's a written sales letter, you've just got them right. They're on the edge of their seat listening to every single word that you're saying because you are explaining their exact details and their exact Pains and everything that it is that they want and they can't look away because they're like, "Man, this is exactly what it is that I have been searching for." And they must have the answer to the problem because they know it so well. So, they've got to have the solution to this thing. And only once you

know that you're saying the right thing. And the way that you actually figure that out is by trying to say multiple different things, right? Not Trying to say the same thing in different ways, but it's by testing multiple different angles to talk to your market in. And then you will notice that in some of your ads and some of the videos that you put out, there is an outlier. there is something that resonates with your market better than everything else. And that's when you've identified what to say. And once you know what to say, then

you can obsess the best ways of how to say it. And That's when copyrightiting really comes in. It's then it's about like how can I say this in the most compelling way that gets people to really sit up in their chair and pay attention. It's not the other way around. You don't obsess over the messaging before you obsess over what it is to say in the first place because the game is won in the research. And that's not the sexy thing. That's not what most people want to hear. But if you look at the most

successful Marketing campaigns ever off the back of that and behind those campaigns was a copywriter that was obsessed on research and really fundamentally understanding that market. You can't have a shitty message written in the best way. That is never going to beat a not so good written message, but it's saying the right thing, right? Once you say the right thing, you can say in a way that isn't super advanced. Get people to pull out their wallet and buy versus speaking Something that people don't even want to hear in the absolute most compelling way. And you

can't outright bad research. It doesn't matter how good of a copywriter you are. I've seen it time and time again. I've got clients that come into my business and their their funnel looks quite rudimentary. Most copywriters would look at their landing pages and kind of laugh. But a lot of these businesses are doing tens of millions of dollars and it's because They knew what to say. And a lot of the time then you get the other camp which is like these funnel hackers that have read a couple of direct response marketing books and they're just

sitting down like polishing up a [ __ ] turd [music] and they're doing like 10 grand a month or something tiny like that. And it's because they're obsessed over the wrong thing. So I can't stress it enough. Really spend your time and energy on figuring out what it is that You need to say in the first place and then move to really understanding the best way to say it. Which brings us to the next point. You need to write at a sixth grade reading level. I've studied the New York Times best-selling authors, the biggest YouTubers

in the world, and people appointed to the most powerful offices in the world. And there is one thing that they all have in common. They all speak and write at a sixth grade reading level or below. What you need to Understand is most people think, "Oh, I need to say things in a way that I sound super sophisticated." Because you will not alienate people by making your message too clear, but you will by making it too confusing. Right? Most people, they sit down and think about what is my education level? Let me write to a

very educated and well- read individual because that's the type of person that I want to attract. What you must understand is that you must speak To the lowest common denominator of your market. You do not want them to notice your writing. You want them to be moved by your message. And so just focus on how can you say things in a way that no one would misinterpret. And the best way that I have personally found to do this is by using something called the Hemingway app. They have a free version that's available through a web

browser. Um but I think to buy it, it's like 19 bucks and you get the desktop version. Just buy the thing. It's incredible. Basically what it allows you to do is take your writing, copy it into there. You can write in it, but I don't recommend doing that. I recommend writing in like Google Docs and then pasting it over to the Hemingway app and it will first of all give you the reading level which is the flesh concaid score which shows you at what reading level that this copy is written at. Then in addition to

that it will show you all Of the sentences and paragraphs that are difficult to read and that have what I call snags on them. And you want to basically it will highlight them in red and yellow and you want to go through and you want to basically get it. So there is nothing that the Hemingway app flags and that's when your copy becomes as smooth as butter and people are just reading this thing and they're slipping their way down their sales conversion of reading your copy because if you can get More people to consume your

message, you will inherently get more people to buy, right? Because consumption precedes conversion. The only way to get someone to convert is to get them to consume your message in the first place. And the best way to do that is just by writing at a sixth grade reading level. If you do nothing else, if you just take an ad, if you take a landing page and you just take the reading level down from like 9 or 10 or 12 down to six, you will see The conversions shoot through the roof. And a good writer is

a good thinker. They have clean thoughts. they're able to kind of think through a problem and then very easily and efficiently communicate what that thing is. If you're if you can't communicate it in your mind and you're not really clear on it in your thoughts, then you're never going to be clear about when it comes down and you're actually writing the thing. So, a lot of the time the writing Isn't actually done at your keyboard. It's done in your mind. It's done on long walks. It's when you're really thinking about the problem, obsessing over the

prospect, and the messaging becomes clear in your mind, and then you sit down and you communicate those things. You want to be using simple words, short sentences. I get a lot of flack for it. It's like how I'll have, you know, four to five words per sentence, then I'll have, you know, a Full stop and a line break. It makes it easy to consume. If someone sees like a wall of text, they already have like a visceral emotional reaction to it. they're like, I don't want to read this. This looks like work. So, you want

to just use very simple words that are really, really easy to understand. And you want to have short, punchy sentences. And yes, you can have, you know, two short sentences followed by a long one where then your writing gets a Rhythm to it and a certain cadence, but most people, they just have very, very long sentences and it drags it out and it makes it work for the prospect. You want to make it as easy as humanly possible for people to read it. And the way that you do that is by using very simple words

and having short and punchy sentences. And clarity beats cleverness every single time. You don't try and make it where it's like it's really clever or you're using a lot of Illiteration. Just make your writing clear and people will do what it is you want them to do. Which brings us to the next point which is the biggest mistake that I see in copyrightiting. If you look at most people's website and most people copy, they're like, "We've been in business for the last 17 years, like our team is so big. We've got all of this experience."

>> It's just a declaration to why they exist and it's not about the prospect. It's not about whatever it is that they want. And they're making the cardinal sin of thinking that it's about them. All you have to do is a search in any single industry and you'll say like the trusted experts been in business for 30 years. Our team is so experienced. It's just the most generic watered down dog [ __ ] that exists. It doesn't get anyone to buy, right? Nothing about it is compelling. I can literally It's like 1% of businesses have

any copy that is a Resemblance to what a good piece of copy should actually be. So, it's so easy to stand out because everyone's just talking about themselves and why they are so great and why you should do business with them and they're not talking about the prospect. And a very telltale way to look at it is like they say things like and we and I more than they say you and speaking to the prospect itself. They're just speaking about themselves. They're not speaking To the prospect. And if you think about it from the prospect's

shoes, right? If you just think about you get in the shoes of your prospect and you jump onto Google and you search for the biggest term that's surrounding your market. I call this a coliseum keyword. How is the prospect able to differentiate between all of the people that are shouting at them, right? Just based on how many years that they've been in business and how many team members that they've got, It's very very confusing for the prospect. And that in itself shows what the opportunity is because if you can just come out and being like,

"Hey, I know that you're experiencing this. You've probably tried X, Y, and Z, but you still haven't got the outcome. And I bet you probably want to get here. And this is exactly where here looks like. Here's what it smells like. Here's what it looks like. This is how shiny it is. And let me just show you how to get from Where you are right now in all this pain to where exactly that it is that you want to go." When a prospect sees that, it's like a breath of fresh air. They're like, "Oh my

god, thank God somebody's speaking to me and they're not just talking about themselves. They go on with like friendly team, good customer service, the trusted experts, blah blah blah blah. It's a snoozefest. No one gives a [ __ ] about any of that stuff. The prospect goes to sleep reading that [ __ ] and you just don't stand out. They just tune you out because you're not even thinking about them." And basically every single ad says the same thing and they're all competing in the same way and nothing's speaking to the desired end state that

the prospect actually wants to get to. All righty. So, here is the fix. Here is how to fix all of that [ __ ] What you want to do is you want to sit down and the very first part of your process should be to whip out your phone And either record yourself or your best salesperson giving a red hot pitch. If they were to sit down in front of a prospect and go through all of their questions, all of their concerns, all of their pains and fears, their hopes and dreams, and then they was

going to transition into a pitch. And they were to record that pitch. Let's just say it goes for 30 to 40 minutes. That's effectively what your sales message must do. And instead of doing it one to one, It must do it one to many. Because every single ad that you put out, it has a specific purpose. Every offer, every landing page, and that specific purpose should be to take a complete stranger and then get them closer to buying your product. And then after you recorded that pitch, look at your landing page and look at your

ads. And if they are saying something different to what that red-hot sales pitch is, then light those ads on [music] fire, right? Because They're not going to work. And if they are by some miracle pulling in leads or customers, they would be doing it at 10% of what it could be because your ads and your message need to be as close as that red-hot sales pitch as humanly possible. And that's fundamentally what you must understand that copywriting is just salesmanship multiplied. It's the same act of selling a prospect one to one but one to many.

And the further that you get away from that, the worse your ads Are going to convert. So when it comes to writing copy, every single step of the funnel has a purpose. And what most people think is that every single part from the ad to the landing page to all of that jazz is the same thing. And it's to sell somebody. But it's actually not. For most ads, with the way that the technology is set up right now, people can't buy off your ad. They see a Google ad, they can't buy. They see a Facebook

ad, they can't buy. Then why try to sell Them in the ad, right? The ad's job is not to sell the prospect and actually get them to buy. You need to sell the click. You need to get them to do whatever it is that you're asking them to do. And at that step of the funnel, you're not asking them to buy. You're asking them to click on the ad and then go to the landing page, which then in most instances, the job of the landing page is to either generate the lead or to get the

sale. So, you want to look at Every single step of the funnel and think, what is the purpose of this? And with an ad, the thing it must do, it must sell the click. So, let's unpack what that actually looks like. Well, the way that you sell the click, it needs to have a big specific benefit that calls out your audience is the big benefit that they want. And it needs to be hyper specific. And the more that your market has been advertised to, the more specific the claims that you need to Make in terms

of the specificity about them. Because you can't just go out there and be like, "Here's how to lose weight." It's like, "Bro, I've seen that ad 70,000 times. You need to tell me about this weird berry that's grown in the Himalayas that I need to eat that turns my body into like a fat burning furnace 24 hours a day, 7 days a week. or this weird 2-minute exercise that I can do 45 minutes before bedtime puts my body in like a state that I put On muscle automatically. It needs to be very very specific, right?

That's the first thing. It needs a big specific benefit and then it needs to have an element of intrigue to it. If there's no intrigue, then no one's going to click. And intrigue is one of the most powerful human emotions that exists. So, your job is to basically shout out the big specific benefit in the ad and then have enough intrigue to get them to read the rest of the ad and then click on the Link in that ad to find out more about what it is that you're talking about. The way that I like

to think about it is that my market is like a raging river and whether on the Facebook feed, Instagram, YouTube, Google ads, it doesn't matter. there is this raging river of my prospects and my job is to basically channel some of that desire and that raging river to my product and the only way that you can do that is by literally hijacking their attention by Grabbing your prospect by the throat and waking them up because your prospect is like a sleepwalking zombie. I think about it as like some fat lethargic person that is sleeping on

a couch like covered in Doritos. It's freezing cold outside and I need to convince that prospect to get up out of that chair and to run around the block in the cold snow. What is it that I would need to say to them? How big of a benefit? How specific would it be? Right? How much Curiosity would I need to load that ad up with to wake up that prospect and get them to actually do that? And that's exactly how you want to attack what it is that you're going after because you're competing with endless

distraction with and with things that are so much more entertaining to your prospect than the product or service that you're trying to get them to buy. Right? There are so many more options. You've got this thing in your pocket With unlimited entertainment on it. They've got all these apps. There's all this stuff on there and they're basically choosing to not do any of that stuff. and to focus on your ad. So, if it's not as entertaining, if it's not giving them a bigger benefit than the short-term dopamine that they're going to get from just mindlessly

doom scrolling on these apps, you're going to have a very, very hard time. So, it needs to be very specific. It needs to Grab them by the throat, and it needs to get some of that raging river and channel it through to your ad and your landing page. Which brings us to what actually [music] drives a click? like how do I get as many of those people clicking on my ads as possible? Well, curiosity by far is the biggest, but you can't just have blind curiosity, right? It needs to be specific to exactly your market.

Take for instance, like if you were to have like a blind ad and it said Something along the lines of like what supermodels do before bed every night, right? There's curiosity there. It's blind curiosity. Anyone that's a little bit curious will kind of click on that, but it's not bringing the right people through to your landing page. Instead, if it was like the skin routine that supermodels do 45 minutes before bedtime, then you're going to get people that are interested in skin care, right? And it's going to be have curiosity also Partnered with the big

benefit of what that audience wants. And then you're going to get the right people through. The other things that drive clicks is shock, [music] right? If you can shock somebody by saying something different that's a patent interrupt, then you're going to get them to be like, "Wo, what's going on here? Let me click and find out more." An implied benefit, telling them that they are going to get a benefit by clicking on this and Finding out more about what it is you're talking about. A direct [music] benefit where it's crystal clear this is the benefit

that you're going to get by clicking on this thing. Then vanity, fear, self-interest. It must be appealing to their self-interest of them becoming richer, faster, better looking, right? More attractive to the opposite sex. It must better their situation in any way that you can. And then you must layer it with curiosity so there's Enough curiosity loaded behind that benefit and that self-interest to get them to click. [music] Now, if this is all sounding like a lot, like it is, right? You're basically unpacking human psychology and learning how to write words that get people to do

whatever it is that you want them to do. And as I said at the start of the video, once you do this, like this is the most lethal money-making skill that you can ever acquire. So, it's not meant to be easy. But if you do want an easier shortcut to do it, I have created an AI copywriting software that is loaded up with over $200 million worth of ad data to know exactly what does drive the click, which ads get the most amount of people to click. You can check it out. There's a link in

the description. You can sign up to a free account and take it for a spin. Which brings us to the next point. Overcoming skepticism in copy. So [music] Skepticism is at an all-time high. people have never been more jaded than any other time in history. And it's because the barriers to entry for people to start a business have never ever been lower. So you've got all of these people starting businesses that are not really qualified to start businesses and then they are learning the skill that they're meant to be selling on their actual customers. And

people are buying products and services from people that Don't really know what they're doing and they're having bad experience. And then the skepticism is going up and up and up because they're like, "I've seen these claims. I've been sold this before, but I still haven't gotten the outcome that it is that I want." And that gives you and I a very hard job because if you run a legitimate business, it's very difficult for the prospect to be able to differentiate you from all of these other people that have no clue what They're doing. And so

you need to very clearly communicate to them that you understand all the other alternatives that they have tried. And then you need to fundamentally highlight why they have failed the prospect in the past. And you'll see this all the time with weight loss ads. Right? In the beginning you could just be like lose weight and everyone like yep I want to lose weight. Let me do that. Now you need to throw stones at all the other alternatives That they've tried and exactly why they haven't worked. You need to say like you've probably tried paleo, intermittent

fasting, keto diet, and none of this works. You just yo-yo diet, you end up losing a few pounds and then you put more weight on than when you began. And it's because they don't address the root problem, which is your hormones. And you have a specific issue with your thyroid that's [ __ ] up all your hormones and it's making it Impossible for you to lose weight no matter how much you work out and what it is that you eat. and I have created this special miracle that helps you solve that, right? That's the way

that you have to sell that thing because the market is jaded as hell. You can't be like, "Yo, you need to like eat at a calorie deficit and you need to move more and you need to progressively low." Like, if you were trying to sell that, you're going to have a really hard life. And most people will be like, "But that's what it is you need to do." Yeah. Like, cool. You're going to have to be tough if you're going to be stupid. You need to know the way that the market buys and you need

to sell that the way that they want to buy, right? You can't unfortunately just be like these are all the things that you need to do um and then just go and do them because people are jaded and they've been told all of those things and they still haven't Gotten the result. And the antidote to skepticism is value. So your actual ads and your landing pages and your funnels, they need to be valuable in themselves. They can't just be selling your product and service because people are so skeptical. They're not going to be like, "Oh,

just trust me, bro. You can't be like, "Just trust me. Just buy it and then I'll show you how it's different to everything else." No, no, no, no, no. You've got to communicate how it's Different from the jump. And the way that you do that is literally making your ads and your funnels valuable in themselves, where you want to leave your prospects better than you found them. So regardless of whether or not they buy, once they've gone through this sales exercise and they've read your ads and they've gone through your funnel, they are more knowledgeable

than they were than when they clicked on your ad. So you want to prove to people that you can Help them by actually helping them. Like unpack a bit of your product. Literally give them a short bit of the results in the actual ad itself. Because when you do that, the prospect has this moment where they're like, "Holy shit." Right? If this person is giving this away for free, imagine what their paid stuff is like and you want to make your free stuff better than your competitor's paid [music] stuff. When you do that, you take

over the market. No headline hack Can trump providing value in the actual ad copy. And your ads, it must directly attack their skepticism headon and not ignore it. You can't pretend like your prospect has never bought this product or service. It's more important than to sell against all the other alternatives that exist in your marketplace than just to sell what it is that you've got. Because the chances are that your prospect has tried multiple things. And if you just ignore that, there's just This deafening voice inside the prospect's mind and this question that just plagues

them. And it's like, how is this different? How is this different to all the other things that I've tried? Because a motivated buyer, right, they have tried other things. They're not like the skeptical person that hasn't tried anything. They're typically the person that you're not going to convert. There's a saying in copyrightiting, a buyer is a buyer is a buyer. The people That are buying from you are buying off everybody else. And you need to understand all the things that they're buying so you can sell against those things so that you address that skepticism. And

that's when your conversions go up. Because once you sit down and after you've written your sales message and you've read it, it should sound so compelling that only a lunatic wouldn't buy it. And then that begs the question, if it sounds so good, then why Aren't people buying? And the answer more often not is that they don't believe you. They're skeptical. So you need to really address that skepticism directly in the ad. And because you've sat down and you've recorded your red-hot pitch, then you understand what the objections are. you know what the prospect is

going to object to. And therefore, you want to handle those objections directly in the copy before they even come up. You want to highlight This person had this problem, they tried this, but then once they tried your thing, they got all of these benefits because it unlocked this thing. So, they would have had like an objection around, okay, well, I've tried this and it didn't get me the outcome. How is this different? Right? That's the objection. And the way that we've handled that is literally communicating that exact situation in our copy. So as they're reading

it, they're like nodding and They're like, "Yes, okay, that makes sense." All of the objections are handled. And then that's when people pull out their wallets and buy. And so you must intimately describe exactly all the solutions that they've tried before and why they didn't work before you then transition into your offer and how it's different and how it will get them the outcome. So the first thing when it comes to tactics is a headline, right? The power of an attentiongrabbing Headline. And to illustrate this, let me just tell you a story. So in 1982,

Norah Hayden wrote a book called Astrological Love. Looking at that title, does it grab your attention? Is it clear as to the exact benefit that you will get by taking out your wallet and buying this book? No. Right? You don't really know. It's very esoteric. Like, who knows what this thing is about. And so most print runs for books is 5,000 copies. So Nora got her 5,000 books, sold like 2,000 or So in the launch and throughout the consequent weeks off that and it was it bombed, right? And most books don't sell through their first

run, which is crazy, [music] but that's just the reality of things. And then so she couldn't sell them and so she unloaded them at like $1 stores. [music] And a gentleman walked into the store and he picked up the book and he bought the book and he read the book and he's like, "Wow, this is actually a really really good book. it's Just not packaged right. And he was a New York publisher and he said, "Wow, this is actually a great book on seduction." [music] And so then he bought the book, the rights to the

book, and he republished it. And he didn't change a word of copy inside the actual book. He just changed the title and the front cover. And he changed the title to How to Satisfy a Woman Every Time and Have Her Beg for More. What was the result? Well, this Book went on to sell 2.3 million copies in the first 18 months and became a New York Times bestseller. Same book, same content, just different packaging. And that is the power of a compelling headline because on average, five times more people will read your headline than they

will the rest of your copy. Because as copywriting great David Ogulvie said, once you've written your headline, you've already spent 80 cents of your dollar when it comes to Marketing. And five times more people will read the headline than they will read the rest of your body copy. And as such, you want to spend a disproportionate amount of your time. It's the whole 8020 thing. You want to spend 80% of your time writing the headlines, right? If the headline's not good, then no one's going to read the rest of your ad. No one's going to

click through to your landing page and no one's going to buy. And the pulling Power of a headline can literally determine a success from a loser. So when it comes to writing headlines, I think that, you know, I've studied all the copywriting great now. As great as they all are, they did not have to compete [music] with the chaotic blizzard that is the internet. Right? Yes, it's easier to reach people than ever before. It's also harder to get their attention than ever before because we have endless options for Entertainment and there is so much noise

in sports, in news, in gossip, in scandals, in AI with all of this [ __ ] going on to actually get your prospect's attention in today's day and age is harder than it's ever been. So instead, what I like to do is I like to study where are the best headline writers in the world. And the way that we do that is we follow the money and we follow the attention. So it used to be that you looked at supermarket aisle magazines, Gossip magazines, right? The National Inquirer. You know those shitty trashy magazines that you

see at supermarket aisles that their copyrighters job is to get the person's attention when the kids are screaming, everything's going chaotic at the supermarket. They're just about to check out. There's got to be enough intrigue on those things to get them to pick them up, read the front cover, and go, "Yeah, I'll chuck this in and I'll buy this." That's what people Used to study. Now, I like to look at what are the most widely visited websites on the internet, right? TMZ, the New York Times, Lad Bible, all of these social media sites and gossip

sites because the reason you want to look at them is that they are masters at hijacking attention. Now, you might be thinking, Sub, this is trashy gossip magazines. Like, what am I going to learn from these things? You're going to learn human psychology, right? I don't Care if you're selling to a member of the royal family, to a lawyers, accountants, dentists, right? We are all monkeys in disguise, right? Human beings are monkeys. And the way that you want to just tap into that reptilian brain, the things that drive curiosity, that gets people to click on

things, you just want to put them in the rapper that is your industry and in your product and service. And so these are the best people in the world. And you look Through their sites, right? You'll see like breaking news, [music] like exposed, they will always use numbers in all of their headlines. They want to load those things up to the absolute gills with intrigue. And when you look at that stuff, like they'll always use like some horrible picture of the person, right? It will look like it was just taken on an iPhone. It will

be them midaction and there'll be like three or four really gripping words. There's a Reason that they do those things. It's cuz that's what gets clicked and that's what gets shared. And so in order to know what what's going to get clicked and what's going to get shared, you have to be a student of markets and you need to obsess over this stuff because that's what you're competing with. You're not competing with your competitor who's down the street from you or who's in your city who's selling your products and service. That game is done. It's

Over, right? You're on the internet [music] and the we have one news feed. The prospect has one news feed and on that news feed are your competitor's ads, but there's also all this other infinitely more entertaining stuff. And so I am constantly studying what is the most shared articles on Facebook and on Instagram. What are the most visited websites in the world and looking at the copy that is that they're using because that's what's getting people to click And to go to their websites in the largest quantity possible. They use words like exposed, shocked, leak,

wild details emerge. And the one thing that they all do is they elicit an emotion in the first 3 seconds when you look at them. Like you have to click to find out more. And you don't need to reinvent the wheel. You want to swipe and deploy and make it applicable to your market. And before you roll your eyes and say, "Subrey, Sabry, this all sounds really Good, but my prospect is different. They're well educated. They would not respond to this. >> You see, I have the benefit of running a big agency and having thousands

and thousands of clients all over the world in thousands of different niches. And all of my clients told me the same thing. Sra, this is not going to work. And so what we do is we just run blind split tests [music] and we go with what they believe is going to get the best Results based on everything that they know about their prospect and their market. And then we use primal psychology and what we have learned works from spending over $200 million on ads in a thousand different niches and generating $7.8 billion. And without fail,

this stuff works and it beats their ads every single time. So before you think that your prospect is different, they are no different, right? They are exactly the same as every other Chimp in disguise. [music] They're a human being that wants to be richer, fitter, more attractive to the opposite sex. They want results quick. They want press of a button. This is what they want, right? And so, I have learned this the hard way. And I can just urge you if you try this stuff and you go up and you run it headto-head with what

you're currently doing. You will be pleasantly surprised with the results. If you put your ego aside and you be as pragmatic As possible and you say, "I'm just going to let the results speak for themselves." You will see very very quickly that this stuff works like crazy. So when it comes to writing headlines, here are the essentials over absolutely everything. It must grab them. It doesn't need to tell the full story. It needs to grab your prospect by the throat and literally demand their attention. And that's what most people get wrong. They're like, "My headline

Needs to tell the whole story. It needs to sell the whole benefit." No, no, no. Right? Look at the New York Times. Look at the most widely circulated newspapers in whatever country that you're watching this. Most headlines are three to four words. That's what we call a grabber, right? It grabs them straight out of the gate and it's like shock horror in New York. It doesn't tell the whole story, right? But it grabs that prospect by the throat and it demands their attention Because you're competing with all the other alternatives that exist. So just think

about what is the three to four words that it is that you would need to write in order to grab your prospect because that's what the headline's job is to do. And then in the sub headline, we can expand out on further benefits of it and we can get more specific. Every part of your message has a job. And the job of the headline is nothing more than to grab your qualified prospect by the Throat and grab their attention. I'm going to jump into all the specific parts of an ad, a landing page, a funnel,

and what their jobs are. But right now, we're on headlines. And that is the single most important thing [music] of a headline is to grab attention. Because, as I've already established, your prospects are sleepwalking zombies on the internet in the chaotic blizzard of all the half- naked supermodels, the UFC fighters, the Politicians, the AI, the deep fakes, all of that stuff. they're one click away from all of that stuff. So, your thing needs to be as entertaining and it needs to grab as much. It needs to have as much raw pulling power for attention as

those things. Otherwise, you're dead on arrival and you've already lost before the game's begun. Essential number two is to always use numbers. Numbers give your prospects a tangible object to wrap their mind around. That's why listicles Work so well, like why Buzzfeed just exploded. It was always like the seven things that you don't know, right? It's you immediately it taps in to intrigue. You want to know what those seven things are. So it's like if you have, you know, a free report or you know lead magnet that is like what you must know about financial

planners. It's nowhere near as curiositydriven is if you have like the seven things that no financial planner would dare tell you. It's like I want to Know what those seven things are. So when you use them, it opens a loop in their mind and it creates a gap that the prospect must fill, right? They got to scratch that itch and know what those list is. Even it works in really sophisticated markets because they're like, "Well, I know everything about this market. I wonder what these seven things are this [music] person's saying." So always use numbers

because they just they pull like crazy. Every Time we've done a blind split test and we've taken a headline that doesn't have the use of numbers in it and we've put numbers in it, it's outperformed [music] it. And numbers lay a structure that the prospect can kind of wrap their head around and it's easy to follow. Like they know I'm going to be going into this thing looking for these seven things, right? It's not like I don't know how long it is. I don't know how much information is in these things. Like it's just generic.

like there's just going to be information that might help you rather than the seven things that you absolutely must know. The third essential is to have burning curiosity. It's not enough to have a big specific benefit or just to grab them. You need to load that thing up with curiosity. And a down and dirty way to do this is by using buzzwords, by having shocking, alarming, right? Breaking news. Something that's going to basically load That ad up with intrigue. A further way that you can do this is by adding a twist, which is a qualifier.

So like seven things that no property investor would dare tell you. Well, why wouldn't they tell me them, right? That has intrigue in it. Anything that you can kind of stoke the fire of curiosity, the more pulling power that your ad is going to have. Another great way is to address something that is the biggest objection in their mind, right? So, how to start An online business, even if you're a complete beginner and have absolutely no idea where to start. Because if you just had how to start an online business, then there's the whole objection

that's going on in the prospect's mind. By combating that in the actual headline, it creates more intrigue cuz you want to find out about how's that even possible? Either I have zero experience and have no idea where to start. Let me click to find the answer. And it's done its [music] job. The fourth essential is to show what's in it for them. It sounds very simple. Most people get it wrong. Every single ad needs to have a big benefit. [music] You can catch more flies with honey than you can with vinegar. So, don't try and

be fancy. Don't try to use like a negative angle. Always promise a big specific benefit cuz that's what people want more than anything. And [music] you must run every single ad through that lens. Does it Have a big benefit? and burning intrigue because prospects need an immediate big specific benefit in order to click because that answers the question, what's [music] in it for me? Takeaway is talk more about them than talking about you. And the fifth and final essential is to make your headlines specific. As I've covered, you can't just say big generic claims like

lose weight. It [music] needs to be hyper specific. You can't say grow your business with these Tactics. You need to say, "Here's how to get 150 to 250 highly qualified leads each and every month on autopilot, right?" You need to say, "Here's how to lose 12 to 15 kgs in the next 9 weeks without eating like a rabbit or doing endless cardio." There needs to be specificity into it. And the more jaded and the more over advertised your market is, the deeper the specificity and more specificness that it needs to have, which brings us to

some timeless Formulas. So, I'll just read a couple of that I've got here for you that you can literally rip and run. Formula 1, X ways to achieve desirable thing without doing undesirable thing. For instance, six ways to get washboard abs without doing a single situp. Formula number two, do difficult thing in specific period of time, even if shortcomings. What that would look like is pay off your mortgage in 7 years even if you have a modest income. Formula number three, achieve Desired thing like an expert, even without something expected. For instance, paint a masterpiece

like Picasso without ever having a single lesson. Formula number four, how to eliminate biggest problem without the thing that they hate [music] within specific time frame. How that would look, how to eliminate your muffin top without giving up the foods you love within 21 days. And look, you do not need to reinvent the wheel. You can Simply take these formulas, swipe and deploy them, and they will work. This brings us to [music] bullet copy, also known as fascinations. And these little bad boys are my secret weapon. They're little teaser nuggets of copy that get people,

it sells them on either the product itself or on consuming the rest of the product. and they need to be hyper specific and really create enough intrigue in the mind where they're like they should just want to buy it off the One bullet alone. So take for instance the sales page for my book. Look at all of these bullets on this thing. These points, the way that I think about them is each one should justify the purchase all by themselves. [music] And the only way that they can do that is if they are hyper specific

to an exact pain point that my prospect has [music] that they would be willing to pay money to actually get the answer to solve that problem. And so these things, whether You're using them in your ads and it's a reason that you're loading them up for people to click through to the next part and go to your landing page, or it's on your landing page and you need to load it up with enough fascination and enough bullet copy for them to either book in a call or to whip out their credit card and buy. This

is often one of the most read parts to a sales message. And it's because it's scannable, right? It's bullet points. People don't like they do Read walls of text, but you're always going to get a larger percentage of your audience that's going to read your headline, read the sub headline, scroll to the bottom of the page, either check out the price, check out the CTA, then they're going to scroll up, and they're going to slowly work down your copy by reading the sub headlines, and then the next part, they're going to spend the disproportionate amount

of the time reading the bullet copy cuz it's small And digestible. So, it's very very important that these things are absolutely loaded up with curiosity and very specific benefits almost. You could run any one of these bullets in a headline split test against your main headline. That's how you need to think about them. And if there's anything that your bullets want to communicate, it's curiosity. Like, you need to tease and tantalize your prospects where they're like, they are so intrigued by what You're promising in these bullets. They're like, it's just this unbearable itch that they

have to scratch. And the only way that they can scratch it is by doing what it is that you're asking them to. Don't use the bullets to make all of these like specific claims. Don't barrage and try to sell your prospects. Play with them. Tease them. Really dial up that curiosity dial to a 10 out of 10 and you will get a huge amount of people doing exactly what it is that you want Them to do. And to quote one of the copywriting greats, Claude Hopkins, "Curiosity is among the strongest human incentives." And as always,

your boy's here to give you the source. So, I'm going to give you some of my fascination formulas. You need X, right? Wrong. Address a common belief and then talk against it. Now, this creates massive intrigue because you're taking something that your market has adopted as being true and you're saying that it's all Wrong. An example would be you need to eat at a calorie deficit to lose weight. Wrong. Well, everyone's been told by all the fitness pros that they need to do that. So, it's like, well, how is that wrong? Cuz that's what I'm

doing and I'm not losing weight right now. So, I need to find out the answer to that. The only way that you can do that is by clicking the button, downloading this, or buying. Number three is a classic X ways to why. Five ways to meet single women in Melbourne. Another example is where to find why. Where to find the most ravenous, hyperactive buyers online, how to eliminate X, how to stop joint pain forever, what you should never do. People are more compelled to know what it is that they shouldn't do rather than what it

is that they should do because it taps into the whole fear of loss and people are more motivated by losing things than they are by even attaining things. [music] Next one is say goodbye To X frustration. Say goodbye to calorie counting and hourong cardio sessions. So something that it is that they're doing and they don't like doing and you're saying they could say goodbye to that. Well, how do they say goodbye to it? You better click the button, bro, and find out. And lastly is the truth about why. This thing is timeless. Some of the

biggest campaigns in history have this headline. It just continues to work, right? The dirty truth about fish oil Revealed. the dirty truth about property investment that no one would dare tell you. It doesn't matter what it is. You can swipe and deploy this puppy and literally clean up on profits. Which brings us to the next point. Much debated long- form copy versus short form copy. I've even had these debates internally with my team and media buyers, all that kind of stuff where they're like, "Hey, like who on earth is going to read all this copy

sub, right? Only morons believe that short form copy is going to perform better than long form copy, right? With the one caveat. You can't just have copy long for the sake of being long. Because somebody who's not going to read long copy, they're also not going to read short copy. Like a buyer is the person that is going to read all of the copy. They're the ones that want to get every single objection handled. want every single question answered as well. So instead of Focusing on the people that aren't going to buy, right? [music] Cuz

they're the ones that they they're not going to even read short form copy to be honest, but they're the ones that would be more inclined to read short form copy. We want to spend our time and energy focusing on the buyers cuz the buyers are the ones that read all of the long form copy unless it's thorough. Unless the objections are handled, the questions have all gone through, you've Gone through absolutely everything. That's the way that you get somebody to buy because as I said right at the beginning of this video, you want to sit

down and basically record your red hot concert pitch. And typically that usually goes for 40 minutes depending on the price of what it is that you're selling. The more expensive typically the longer the pitch effectively your copy needs to replicate that 40minute pitch. You can't do that in three Paragraphs of text, [music] right? And the reason that the calls go for that long or the pitch goes for that long is because that's how long it takes to go through and to be detailed and address everything that needs to be addressed and talk about the pains

and talks about the fears and then talk about the big desires and specific benefits and what that end destination looks like and paint a very vivid picture of that and provide value. Like this isn't a short Form thing. It's a long- form thing. So what we would do to sell to one prospect is exactly what we must do to sell to many. The copy needs to be as long as it needs to be to get your point across and [music] to still be compelling. So I see a lot of people, they read copywriting books and

they're like, "Oh, long form copy beats short form copy." And then they just write a whole bunch of [ __ ] and that ain't going to get nobody to buy. So even for instance that I know That long form copy [music] converts better than short form copy and I have proven this with multiple split tests. One example is my bookfunnel. Like that page is like 8 12,000 words. It didn't start at 8 1/2,000 words. I just kept on making it longer and longer and longer. And guess what? The longer that I made it, the higher

the conversion rate, the higher the AOV, the more money that I was making, the rorowaz would go up, the more copy I would put on it. when I First wrote that sales page, it was a lot longer. So, the very first thing that you do after you write your ad, after you write your sales letter or your pitch or your video sales letter is to edit it and to cut it out because you want to get it all out onto paper, all out onto the screen [music] and then you want to ruthlessly edit it. So,

every single word, it needs to fight for its right to be on the page. It's not just like, oh, the more the better. No, no, No. It's the more of the compelling words. Your pitch needs to be as long as it needs to be in order to sell somebody. [music] And the only way to do that is of course to split test, but each word really needs to hold its weight. It needs to be super super important and it needs to move the script along. It needs to move the prospect one step closer to actual

buying. It can't just ramble on for the sake of it. And how do I know this? Well, I've spent over $200 million on ads in finding this [ __ ] out, right? And with me and my agency, like we guarantee results. So, often times we're taking on clients that have an incumbent agency or they've got internal team members that are managing this and they're coming to us and we're guaranteeing to beat what they're currently doing. And often times it's just by making all the copy longer and more compelling. It can't just be boring. Like it

must be like read or Die. like I have to read this or I'm going to die cuz it's so interesting. Um where people think that you can just sell what it is that you've got and not be entertaining. You must make it an easy read. Use the simple words, the short sentences, but then also wink at your prospect and add elements of entertainment where it's fun for them to read it and they want to keep reading it and it's not a task. Now the first question that we get typically when we Send copy to a

client is subre who is going to read all of this copy the buyers [music] right the people that have the questions they need all of those questions answered they have objections they've tried multiple other products in the past they're the ones that are going to buy right [music] and they're the ones that we want to focus all of our energy on cuz those guys read every single word of copy they read the Q&A they read everything right? They're Reading reviews. These guys are scouring to the depths of the internet to get their questions answered. Instead,

what most people do is they'll show their copy to a few of their friends, people that aren't in the market, that have no need for what it is that they're selling, and they'll be like, "Oh, that looks too long. No one's going to read that." And it's like if you had this specific problem, right, and I was really detailed describing that problem, Then you would read it, right? But instead, they just ask casuals, right? Normies, people that have no right to be giving advice on feedback. It's like, oh yeah, I showed the receptionist and it's

like, oh my god, like how this is going to be rough for you, bro. Like if you think the receptionist knows, you want to look at, you know, your prospects and you want to have a look at the contact forms. You want to look at the emails that you receive. You want to listen to Sales calls and see all of the questions that the prospects ask. And you will find that your message is nowhere near long enough than what it needs to be to really address address all of the things that come up [music] in

a sales environment. And so you want to focus and gear all of your copy towards the buyers and answer all of their questions and have it specific enough cuz the people that aren't going to read it, they're not going to buy anyway. Do you Really think if they're not going to spend their time on something that they're going to spend their money on it? No. No. No. That's not how it works, right? First, we get them to spend their attention and then we get them to spend their [music] money. And so the ones that are

going to buy, they're going to have no problems with investing the time to read and get all of their question answered before they do buy. These are the 17 fastest sales producing secrets Known to man. And you can use them for anything. For ads, for landing pages, for VSSL, for blog posts. If you've got a message that you are trying to put out that gets people to take a desired action, follow these 17 steps and make sure that any sales message that you put out follows these. And this thing is going to pull its head

off. Step number one, call out your audience. If you are speaking to single parent mothers, call them out. If you are looking for Property investors, call them out because the first question that your sales message needs to answer is, is this to benefit of me? And what is a better way than just call these people out directly? So, if we're talking about in terms of a landing page, you want to use what's called the eyebrow copy, which is a small line of copy that sits just above the headline. You want to use that to say,

"Attention property investors who want to become Millionaires, right? [music] That's the target market. That's what it is that they want. We want to call them out straight from the jump." Step number two is to demand their attention. And the way that we do this is by coming straight out of the gates swinging with a big, bold, specific benefit. Don't try to be cute. Do not try to be clever. Promise your audience a big specific benefit, something that they would crawl across crush glass to get. You want to Offer them a big bold promise right in

the headline. That is the thing that's going to get read five times more than any other piece of copy on your entire page or your funnel. So, make sure that it has the big specific benefit that the market wants. Step number three is to back up your big bold promise in the sub headline. You've made a big promise. Now you need to expand out on that promise in the sub headline with a very straightforward explanation that gets Them to do the next step of the sales message, which is to read the copy below it. It's

to never tell the whole story. Right from the very very top of the landing page to the bottom, all we're trying to do is to sell consumption with the eyebrow copy calling out our audience, the headline having a big bold promise, then the sub headline expanding out on that big benefit and telling them they want the answers and they need to continue reading. Step four is to create Irresistible intrigue. You want to do this in your leading copy, which is the copy panel that sits just below your sub headline. You've really got to be flaming

the fans of desire and curiosity there. And then you need to crank up the curiosity also in your bullets. Never underestimate the power of curiosity. Step number five is to shine a flood light on the pain of the prospect. You never want to come out and just be making bold promises and [music] big Claims out of the gate. First, you need to show the prospect that you understand their problem by intimately describe it in vivid detail that they know that you understand the problem because you're explaining it so vividly and so descriptively that they automatically

assume that you have the solution to that problem. You want to kick their bruised knee. You want to pour vinegar in the wound and agitate them where they're like, "It feels really painful. You need to agitate the pain that they have already got and you need to amplify it with what you've got. If they had a moderate amount of pain going into this, by the time that they've read your sales message, it must be heightened where they're like, I need to act. Because people are much more motivated to move away from pain than they are

to move towards pleasure. Step number six is to provide a unique solution. You must prove without a shadow of a doubt that Whatever it is that you're selling is different to all the other solutions that they have tried in the past. So you need to list them out. You must dismantle their selling arguments one by one and show exactly why those products or services failed your prospects in the past. Step seven is to show your credentials. You need to show any undeniable proof that what it is that you're saying is true. You think about case

studies, testimonials, video Testimonials, any stats or data that you've got behind what it is that you're selling, but you should really put forward your case of why this is going to get them the outcome that it is you're promising. Step number eight is to detail the benefits. So, list out all the features of all the things that your product and service has. And then for each feature, write out two corresponding benefits. And all you want to do is talk about those benefits. [music] Talk about exactly how their life is going to become better after they

buy. Step number nine is social proof. Show how many people have bought, how many reviews you've got, how many people have achieved that outcome, what are the statistics that the average results of your customers get, video testimonials, all of it. basically any point of social proof that you can cram on this page that people look at it and being like, "This is undeniable proof That this will do what it says it's going to do on the packet." Whether it's text messages from clients, it's bank accounts, it's invoices, it's results, it's money, anything that you can

show that is showing and not telling. Step number 10, and arguably the most important, is to make your irresistible offer. Your offer must be very very clear. It must be absolutely valuepacked and it must clearly articulate how you are going to achieve the desired end Outcome that your prospect wants more than anything else [music] in this world. Step number 11 is to add sweeteners. So now that we've got our offer, we need to make this thing irresistible. And one of the ways that we do that is by adding bonuses and certain things of value that

your prospect wants that they get when they buy your product as little added bonuses. And the the framework that I like to think through this is they Should look at those bonuses and whatever you're charging for your core offer. Basically, the bonus should pay for that. So they should be like, I would pay this price just to get this one bonus. Naturally, the more bonuses that you can add, the better. I've personally found there's a sweet spot at the 3 to four bonuses mark. Step number 12 is to stack the value. You want to take

the value of all the bonuses, everything that your core offer Includes, and you want to table up the total value so you can build to the absolute highest theoretical price point of what it is that you're selling. Which brings us to step number 13, which is to reveal your price. So after you've built the value up and you've showed how much the theoretical total value is, then you want to position your price as just a fraction of the total value that your prospects will get. Step number 14 is to inject scarcity. Scarcity is one of

the Biggest triggers for people actually buying. And most people don't understand that they already have scarcity inherently built into their business. Typically, there's specifically a certain number of clients that a business can service or a certain number of stock sitting in a warehouse. So, you want to just clearly articulate that and and and give them a reason to buy right now. If there's no reason to buy right now, your prospect will leave it for Another day and that someday never comes and you never ever get the sale. So, you've got to inject scarcity in any

way that you can. But a word of warning, it should be real scarcity. So sit down and think about what is the the maximum amount of clients that I could handle. If a hundred people were referred to me tomorrow, how many of those do I realistically think that I would be able to service? Let's just say that it's 15. Then clearly articulate that that you Only have capacity to work with 15 clients and this ad, this sales message is going out to thousands of people. And if they're interested, they should act right now. Step number

15 is to give a powerful guarantee. What you must understand is that in every transaction that risk is present and it's either you burden all of that risk as a business or you're asking your prospect to burden all the risk. And the way that we eliminate that is by having a very Powerful guarantee and by removing that risk and burdening it on us. Now you might be thinking, "Oh my god, that's going to put me at so much risk, Sabry. It's going to cost me a lot of money." Guess what costs you 10 times more

money than that? The inflated cost to acquire a customer that you are currently paying right now by not burdening that risk. Your customer acquisition cost is far higher than it needs to be because you are asking your prospect to literally Take all of the risk in this transaction. Instead, you want to look at how you can eliminate that. Back them up. Cover their ass by having a guarantee and you will get 10 times more people buying. Step number 16, which is call to action. Don't ask them to take action. Tell them. Make what we call

an embedded command. Right? Get them to book a call. Get them to actual buy. Um, it sounds very very simple, but it's some of the most powerful copy on a Sales page is how you actually ask somebody to take the next step. Don't pussyoot around it. Come straight out and ask them to do exactly what it is that you want them to do in very vivid [music] detail. If you want them to order, tell them exactly what that looks like. Click on the button below, fill out your details. You're going to be taken to another

step. Then you fill that out. Blah blah blah blah blah. Walk them through exactly what it is that you Want them to do. And then the 17th and final step is close with a good old PS. So, as I mentioned, what most people do is they read the headline, the sub headline, and then they scroll to the bottom and then one of the most read parts of a sales letter is actually the PS. And the way that I like to handle the PS, instead of just reminding them to do it, I like to start with

a negative and end with a positive. So, I would be like, or don't take the next Step that I'm asking you and continue suffering with whatever the pain is that they've got right now and all the problems that it is that they're trying to solve and keep going down that path, right? And hope that things change or just click the link below and then get the big dream outcome that it is that they want. And you can get clever and you can have a PPS on it as well. Uh, but having a PS on there,

you will be surprised. Put something clever and Quirky in there after you lead with a negative and end with a positive. And people will bring that up. They'll bring that up on sales calls. They'll bring that up on replying to orders that have come through. So many people don't use that very, very valuable real estate. It's that last little push that somebody needs at the very very end of the edge just to kick them over the edge and make them buy. And that is my 17st step selling process. You can apply this to Anything. It

will help you wipe the floor with the competition. So there's a lot of discussion right now about copywriters being made redundant because of AI like there is with AI and a lot of categories. And so what do I think the future of copyrightiting is? Well, I think that like everything AI just gives us the ability to have a thousand times more output. So, are copywriters going away? No, they are not. Is the traditional way that copywriting has Been done going away? 100%. So, instead, what a copywriter's job in today's day and age is is to

be what we call a copy chief. they are to use AI and assemble copy and basically be chiefing that copy and [music] being like that's good that's not good this whole structure is wrong right and therefore it just allows you to get more output and the way that you best utilize your time to get the most output is you're going to be spending a Disproportionate amount of your time on thinking about what is the big idea like what is the the counterintuitive angle that I'm going to go out to the market with what is the

the white space that [music] is uncontested in my market. And the only way that you know that is by looking at what everybody's doing and going, I think that this is where the big opportunity lies. It's not in using AI to help you come up with those big ideas, but it's like going to AI and Using it as a copy cup and getting it to assemble certain structures of the copy for you and using it as a soundboard to go away and do a lot of the grunt work on a lot of this stuff. But

ultimately it still needs a human at the helm to to basically distinguish what's good, what's not good, what's compliant, what's not compliant. How is this different to what everybody else is saying? Because these LLMs like they are getting trained right by public data and By a lot of people using this stuff. [music] Everyone has access to them and everyone's using it in the same way. Like they're like, "Oh, you're a worldclass copywriter. Please write me a high converting direct response sales page selling this product. That's what everybody's doing. And therefore, your copy is going to

look like everybody else's copy. And that's like business 101. You want to zigg while everybody Else is zagging. So instead, you want to be spending the majority of your time thinking about what are the selling angles, what are the mechanism, how is this different to everything else that's out there in the market, and what is the big idea? Then you take that and then you input it into AI and you do a lot of that heavy lifting for it in the beginning and then in turn it does a lot of the grunt work for you

and then you are assembling this copy. You are Chiefing it. You're editing it. You're giving it that human touch because one thing is for certain is that as it stands right now AI copy is very generic. It's not specific. It's not under the fingernail copy. because of that, it doesn't convert as well as most human copywriters unless you really know how to prompt it and you know what good copy looks like. And if you do that, then it can be an incredible tool. And so some of the ways that we're getting The most output with

AI in our agency is [music] once we have found the winner, once we've got the winning headline, it's like and the winning copy, then it's like you give that winning copy to AI and be like give me five variations of this or give me five variations of this that speaks to this avatar, this avatar, this avatar, and that avatar. And then it does a lot of that. So, you're giving it like the best DNA, the best germs for it to kind of grow off. You're not just letting this thing run completely free. And it [music]

means that as a copywriter, you're just spending your time on higher leveraged tasks. And it's not about doing less, it's about doing more with the same inputs that you're currently getting. And contrary to what people believe that copywriters are going to be of less value because you've got AI, I believe it's the opposite. People that understand human psychology and people That know how to write a compelling sales message that gets people to pull out their wallets and buy are going to become infinitely more valuable because you're going to get way more output per person. So

instead of having one copywriter who's writing one promo or one sales letter, they're going to be able to write like a 100red ads in a day, like a sales letter every single day because they're using AI to leverage it. As long as businesses exist, there's Going to be a need and a great great need for people who understand how to craft offers, how to come up with compelling messages, how to help businesses get more customers. [music] And that's exactly what a copywriter does. So instead of fearing it, you need to embrace it and you need

to use it in the ways that it can give you more output and not replace you as a copywriter. So that is everything that I know about copywriting. It is definitely The most lethal money-making skill that you can ever hope to acquire a business. And if you enjoyed this video, I made one just like this that covers [music] absolutely everything that I know about marketing from A to Z. You can go and watch that here. Like, subscribe, and I'll see you in the next