So, we're now only weeks away from the most requested training I've ever conducted -- my two-day A-Z Complete Copywriting Method Workshop.
I've been prepping for this thing for months now. Compiling and organizing everything I know and do when crafting persuasive copy.
And I'm absolutely over-the-moon pumped for you to go through this Workshop.
I truly believe this will not only elevate your copywriting chops to an entirely new level; I believe this will be the only training on copy you will ever need to go through again.
Yes, it's that packed, that comprehensive.
Anyway, lots of folks have been asking why I've decided to finally share my copywriting approach when there are already so many copywriting trainings out there.
The answer is simple:
Most of the trainings out there only share high-level copywriting concepts (e.g. reveal your mechanism, share your hero's journey, state your product benefits, include a reason to respond now, etc.)...
But, most skip all the little nuances of sentence structure, word choice, flow and feel, believability, balancing explicit and implicit communication, etc.
As well, most of the trainings out there don't dive into the nitty-gritty details of deploying many of the most effective psychological triggers, gambits, framing techniques, and objection-killers.
And I know how much of a difference all of these things make for your copy.
So, needless to say...
During the upcoming two-day A-Z Complete Copywriting Method Workshop I'll be covering all of that for you... and much more!
So, get ready.
As I said... it's now only weeks away.
And it's going to change the game for you.
With that, let's get to this week's goodies...
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MY FAVS THIS WEEK
- Cutting this 1 commonly used word can help boost your motivation
"Words are powerful. Words can start a war or soothe a heart. They can create the most beautiful song and they can define a nation. The most powerful words are the ones we speak to ourselves. And over time, they can define who we are."
- Billionaire Ray Dalio: The ‘fastest path to success starts with knowing what your weaknesses are’
Recognizing your weaknesses is equally as important as is recognizing your strengths. In many cases, even more so.
I'm a big believer in working from a place of strength (i.e. doing things you're good at... and regularly working on improving those skills).
This, obviously, requires you understand and acknowledge your weaknesses, so you can delegate or outsource those to others.
- How to Remember What You Read
I love to read. My biggest vice, if you can call it that, is books. Hence, the monster library.
But, devouring books... one after another... without digesting, contemplating, organizing, and using what you learn... is merely entertainment. It's not learning.
Your aim should be to learn something new which impacts some behavior or action. To do that, you need a process.
This article covers one essential step.
🚨SWIPE OF THE WEEK
This week's Swipe File is the original International Living sales letter by Bill Bonner, founder of the Agora Companies.
This is the letter which launched the IL franchise. And is probably the most commonly referred to letter when discussing Indirect Leads.
This is a great example of how a Story Lead doesn't need to be the typical hero's journey or personal narrative.
As you're reading this, pay attention to how Bill shares details. And how he sucks you into the setting and gives you the ability to picture everything in your mind's eye.
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WHAT I'M TELLIN' MY TEAM
This week on our internal Team Marketing Training...
I walked the guys through some edits I did on the lead of a VSL script for one of our TOP ONE™ Private Clients.
I wanted the guys to understand a common mistake often made which can lead to confusing copy.
Obviously, it goes without saying... a confused prospect does not buy.
So, it's essential we're clear in our message. Not only what we say, but how we say it.
Rather than explain the mistake, let me show you an example of it in action.
Here's a mock sentence which contains the common mistake:
"So Bob asked James how he was going to fix the problem. And he was pissed!"
In the above sentence, who was pissed? Bob... or James?
See, it's confusing.
And, the prospect either won't be able to follow the story... and will eventually bail... or they simply won't understand what's being communicated.
Either way, the copy won't have the intended impact on the prospect.
Remember, it's not what you say... it's what the prospect understands.
Here's another example of this mistake I recently saw on Facebook, which I sent to my team in Slack:
Is he going to be talking tomorrow at 1pm or did he make over 12 million dollars at 1pm?
While you may think it's obvious -- and I'd say it is in this case -- it makes the copy harder to follow and more difficult to understand.
And the more work you require your prospect to do to comprehend what you're saying, the less likely they are to consume and respond.
A question posted inside the E5 Nation Facebook Group...
Below is a great response from E5 Adviser, Paul Mascetta:
NOTE: If you're not in the E5 Nation Facebook Group with us yet, you're missing out on the opportunity to have me answer your questions. Not too mention, some killer content and live streams only shared inside the Group.
I'm a big fan of listening to the audio version of whatever I'm reading: articles and books.
I find my comprehension improves, as does my speed of consumption. So it brings a double benefit.
Audiblogs is another tool you can use to do this. There's a browser extension, as well as a mobile app to make things simple.
FYI: Right now I primarily use Speechify for this. But, wanted to share another option with you.
PIC OF THE WEEK
Thursday we moved my younger daughter into her college dorm. 😢
The pic says it all.
Below is what I posted on Facebook...
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