ladies and gentlemen here's tonight's top 10 list let's go hey and while my top 10 list may not make you laugh it may make you rich i think that's even better don't you i'm john benson i'm here to help make you unignorable and this is sales copy secrets [Music] welcome back to my 10 point copywriting checklist these are the 10 things you have to have before you ever even think about writing one word of a sales letter of a video sales letter of a webinar anything that requires a lot of selling you need to have
all 10 of these checked off like a machine man and i'm going to tell you all 10 of them today and all you got to do is watch the video all the way to the end to get all 10 because guess what these are not in order so you need all 10 of them you're going to need to watch this whole thing i know it's a horrible thing to ask you to invest what seven eight ten minutes of your time i know it's tragic to help make you money i'm so sorry big i beg your
forgiveness no i actually don't at all because i'm here to help make you money so stop what you're doing watch this and do me a favor comment share like subscribe all of that is below love to hear from you all right so let's dive into the training so what i recommend is you getting out a google doc or text edit or whatever you use to take notes make sure that you open this before you do any sort of writing so that you in other words you keep this in a place that you know you're going
to find it don't try to rely on memory because believe you me i've missed a lot of these by relying on memory before so make sure you got this written down somewhere where you can check it out and we're going to dive into each one of the 10 to some degree today i'm going to go into further detail on each one of these 10 in other videos and some if you look below i've already talked about and you definitely want to check those out after you watch this okay checkpoint number one know your avatar as
well as they know themselves down to the picture okay i know who my avatar is before i start writing anything i have a vision of them i actually put a picture sometimes on my computer so i see who i'm talking to i know them so well unless you know your avatar you're just going to stumble right out of the starting gate so there's no point in even writing the letter if you're not going to do the avatar research so if you don't know your avatar a great place to find out more about them is find
a facebook group that they would populate like know enough about them to know where they would go now some of this is pretty obvious for example if you're writing a weight loss offer they would be in a weight loss weight weight loss group or if it's a specific kind of weight loss hover maybe in a ketogenic group get into the group if you can assuming that that's part of your own interest don't cheat okay but see if you can get some information and just read some of their concerns so you know a little bit more
about them another good trick to do to know your avatar is to go on amazon and look for products that you know that they would buy and read reviews you can hear some of their own problems in their own words and that will really help so step number two checkpoint number two is to create a hook i know that's like saying oh step two cure cancer it's hooks are difficult i get that but i'm going to give you a very simple sentence that if you can finish the sentence you you're close to a hook it's
not a guarantee because you can finish the sentence in a kind of a crappy way but it will give you at least a little bit of a leverage guide to go by on hook creation in case you don't know a hook is the unique mechanism it's the reason why your product or service works it's not the product or service it's the unique mechanism that's propelling it behind it and you want to create a hook that is both somewhat mysterious sounding and also elicits that feeling of oh i've got to know more about that that sounds
really intriguing maybe that's why i'm not blank maybe that's why i'm not losing weight maybe that's why i'm not getting married or whatever you're trying to write to okay maybe that's why my dog pisses all over the house i don't know so here is that sentence ready the secret to whatever your topic is success is what many experts are now calling blink if you can put two to three words in that blank that sounds compelling a little enticing different than other people are saying it's something that sticks out it's going to go a long way
i've got a whole list of hooks that i've created one of my most famous was called caloric staggering so let me finish that sentence with caloric staggering that would simply be the secret to weight loss success is what many experts are now calling caloric staggering so when you hear it you kind of know what it is but you kind of don't and it sounds like oh maybe that's why i'm not losing weight i have to know more about it so that's what a hook is checkpoint number three i have defined what i call the primary
complaint and the primary goal of my avatar and i know exactly how to word it now what is a primary goal on a primary complaint well primary goal is the number one thing they want to achieve related to your offer and the primary complaint is the number one thing in their life that they complain about or say this is a problem for me this is a pain point for me related to what your offer covers so again i'm going to teach using weight loss primary goal might be something as simple as losing weight a primary
complaint may be going on a restricted diet or having to give up my favorite foods now we're going to go into more about primary goals and primary complaints how to create them in a future video again but you do want to know the big picture in other words what's their number one thing that they want to achieve and what's the number one thing they complain about like think about when they get out of bed in the morning what's the first thing that they would say related to the topic that you're talking about for example if
it's weight loss and they get out of bed and they're achy and they're stiff and they look at themselves in the mirror might be like ah i just can't stand another day in this body okay well that might be the making of a primary complaint now checkpoint number four is what we call secondary goals and secondary complaints and the mystery and secret behind these is these are what actually sell your product or service secondary goals are based on primary goals so in other words if you if your primary goal is to lose weight what are
the goals that you can achieve once you've achieved the primary goal losing weight now allows you to blink and this is going to be their secondary goals losing weight now allows you to look great in your high school jeans again or wear that bikini anywhere you want or feel good and have energy all day long you get those are secondary goals those are the things that someone really actually wants they just need to do the primary goal they need to lose the weight but they want to get the secondary goals the same is true of
secondary complaints these are the things that are really nagging at somebody all the time so you look at the primary complaint and then you say because x is happening so is y z a b and c and those are the things that really sell so i'll use a very simple primary complaint let's say that it's for weight loss and let's say that it is suffering through a boring bland diet okay that's not a primary complaint really that's kind of a secondary one but some people think that's their primary complaint so let's use that what else
happens when you have to suffer through a boring and bland diet well your social life starts to suck you start getting neurotic about every little food you eat you start counting grams of fat and protein and it gets really really tedious you see where we're going with this this is stuff that they won't have to do with your product or service your product or services goal is to remove as many secondary complaints as humanly possible and achieve as many secondary goals as humanly possible you do those two things you are in checkpoint number five i
take those primary goals secondary goals all that stuff i just said and i build my benefits and my bullets now i've got videos on both down below all right check those out so i won't go into how to do that here but that's where i get all the juicy stuff so i start writing benefits and bullets and benefits and bullets so i know the language that i'm going to be using already i'm going to get the whole tenor of the site down so i get that stuff out of the way first and foremost and from
there we get to point number six and that is creating a usp or a unique selling proposition so we need a unique way to sell this product or service now i'm going to give you a very very simple usp formula i'm going to if you fill in the blanks here you got a usp and it's up to you if you want to put in the hook or not ready a revolutionary new medium that's how the product or service is delivered for avatars that's who it's for that primary benefit in other words what's the number one
benefit that this product or service is going to give this avatar without pain without some pain point that they hate so let's take a look at this in light of a weight loss offer a revolutionary new weight loss plan for men and women over 40 that allows you to lose all the weight you want without sacrificing your favorite foods or stepping foot into the gym okay now that's a very simple right off the top of my head because i've done it so many times usp for weight loss but now you see how i'm doing it
i'm just plugging and matching and all that kind of stuff now if i wanted to use my caloric staggering hook here's what that might sound like a revolutionary new weight loss plan for men and women over 40 that leverages the power of caloric staggering and allows you to lose all the weight you want without counting calories or stepping foot in a gym there you go it's a little longer but i got the juicy part of the hook in okay point number seven i'm running out of fingers is social proof as much of it as you
can get and let me give you this tip on social proof you want to use social proof around like grabbing facebook comments or getting text messages and putting those in there of course you don't blot out any sort of personal data of course but stuff that looks really really provable in other words it's real it's not just a quote on a page okay so at the very minimum have a picture beside that quote at the very least right but even better than that is video and here's a great tip for you if you don't have
enough social proof you can actually email out to your clients and go hey we're having a contest here whoever sends me the best 20 second testimonial about name a product or service and it's real we're going to give away blank and just make sure that something that the customer can really use like maybe an hour group coaching call or we're gonna give away this free bonus so you want to entice them without outright bribing them and just make sure that they know that hey these have to be provable results this is a great way for
you to build some really really killer social proof point number eight that you need to check off is make sure you've got every single objection you can possibly think of covered meaning that you've gone through every reason why they might say no to your offer and you've got ah here's the answer to that here's why that should be flipped to a yes and here's what i do i drizzle these throughout the sales letter okay so i'll drizzle a couple of things like you may be thinking yourself well john i've tried a weight loss diet before
it hasn't worked before or john i tried cutting carbohydrates down before and that didn't work before i've got an answer immediately i go well here's what's interesting about that the reason why is because it didn't include this and we'll tell you more about it in this letter it could be something as simple as that and then at the end of the letter i'll go through just a rapid fire just hammer over the head every single point again until they get it in their mind that hey you can't get away from saying yes to this offer
from any of the traditional excuses or reasons or whatever you have that you've used in the past i've got every objection covered point number nine is that i've got a call to action in other words a order button a command to go here now and get this or go to this url if you're on a webinar and buy this that simple clear concise with a price point that is reasonable it doesn't have to be perfect you're going to go a little high a little low on price sometimes and it might take you a little bit
of time to get the ideal price down but you do need the call to action to be very clear you don't want to send somebody to some sort of thing that they have to think through like here's your call to action we've got six different plans you can choose from right well some businesses have six plants and they you they need you to choose but what we do is suggest that you say hey we've got six different plans but here's the one that we're going to specialize on during this webinar or during this offer or
whatever it is we want you to take advantage of the x plan and you just pull out one plan and if they don't like it then you can down sell them to the other plans but that removes all that friction from buying something make them only choose one thing two at the outside like if you've got this or you can get this plus this you know in other words you had an add-on like for example you have a flat fee then you get a little bit more if you add the little monthly fee that's as
far as you want to go when it comes down to having someone make a choice yeah if you could remove all the choices even better frictionless checkout is what you want to think and finally number 10 number 10 that's like 30 i think number 10 i have a perfectly clear picture of what my avatar's life is going to look like 30 days after they purchase my product or service as well as 30 days if they do not purchase my product or service and i can spell that out vividly the first one is called future pacing
which we've already talked about in previous videos okay i walk them through what their life is going to look like a week from now two weeks from now and 30 days from now and that life is pretty outstanding but at the crossroads close where i say now you have two choices the first choice is to do nothing here's what that's going to look like for you i can also spell out that which is obviously a much darker bleaker future that we don't want for our customers all right you now have my 10 point checklist for
copywriting that you need to go through every single time you write anything revolving around a sales letter a webinar a vsl anything that requires a lot of writing use this checklist and now you know exactly which 10 points to check off what you need to make a letter work and that will help you as a copywriter or a marketer avoid losing money on a sales letter for example if you're sending traffic to a sales letter you want to get as much bang for your buck you want to give yourself the greatest chance to succeed as
humanly possible and each of these 10 will most certainly do that so that you can make more money and stop losing sales where you don't got to and in my next video i'm going to be talking about the differences between features and benefits this is very important but even cooler than that i'm going to give you a tip to turn boring product features into killer sales tools man killer tools that can actually help you sell more by listing off boring stuff about the product just one simple trick we'll do it now that's coming up in
the next video so until then i want you to look down below comment and do me a favor while you're down there subscribe if you haven't already like this video share it with a friend and don't forget i am john benson and i am here to help make you unignorable [Music] you
