3 Step Sales Copy Formula – A Copywriting Blueprint for Web, Email and Other Online Marketing | Steve McDonald | Skillshare

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3 Step Sales Copy Formula – A Copywriting Blueprint for Web, Email and Other Online Marketing

teacher avatar Steve McDonald, Excel and Photoshop Geek

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

8 Lessons (49m)
    • 1. Sales Copy Formula INTRO

    • 2. Sales Copy Formula HEADLINES and TITLES

    • 3. Sales Copy Formula BODY COPY

    • 4. Sales Copy Formula CALL TO ACTION

    • 5. Sales Copy Formula OFFER

    • 6. Sales Copy Formula GUARANTEE

    • 7. Sales Copy Formula SOCIAL PROOF

    • 8. Sales Copy Formula CONCLUSION and ACTIVITY

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About This Class

3 Step Sales Copy Formula – A Digital Marketing Strategy for Web, Email and Other Online Marketing

Your digital marketing plan deserves quality sales copy. This simple formula for persuasive writing will help you structure all of your sales copy writing to fit your written online advertising plan.

In these videos you'll learn:

  • How to write killer titles and headlines that draw your readers into your copy.
  • How to craft the body of your ad copy with persuasive writing to keep them reading.
  • How to connect with your reader's emotions.
  • How to create an effective call to action at the end of your ad copy.

Ultimately, this course will help take your internet marketing skills to the next level.

This course is perfect for beginning or aspiring copywriters, digital marketers, online advertisers or anyone who needs to better connect with an audience through their writing.

If you've ever felt stuck in your sales writing, wondering where to start or how to get your message across effectively, this course will show you a simple formula that makes it easy to write sales copy.

Join now and I'll see you the course!

Meet Your Teacher

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Steve McDonald

Excel and Photoshop Geek


Learning is easier if you are given the right tools and instruction. In every one of my courses I take you step-by-step through the tools and knowledge you need to accomplish your goals. 

My talent is taking complex subjects (like Exce... See full profile

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1. Sales Copy Formula INTRO: as Joe Sugarman, one of the best known copywriters of all time, says the eventual goal of writing effective copy is quote to cause a person to exchange his or her hard earned money for a product or service. It really is as simple as that end quote. He also says that all the elements in an advertisement are primarily designed to do one thing and one thing only to get you to read the first sentence of copy. He goes on to say that the sole purpose of the first sentence is to get you to read the second sentence. The sole purpose of the second sentence is to get you to read the third sentence and so on and so on. The point he's making is that you have to keep the reader reading at the beginning of your sales copy. That's the most important thing, because if you don't get them to read your copy, you've already lost the battle. So that really is goal number one. Get them reading and keep them reading. But eventually your copy has to do more than just keep them reading. If someone reads all of your copy and they still don't want to buy from you, then your copy has failed in its purpose. The purpose of getting them to exchange their hard earned money for your product or service . So at some point you have to convince them to buy what you're selling. But where in your sales copy do you start selling? And what should that look like in yourselves? Copy. To make it easier, I've created a sales copy formula. None of the concepts in these videos air new, but I've organized them in a way that gives you a framework toe. Hang your words on. In the next few videos, I'm going to share a formula with you that includes three important parts of sales copy that will help you to, as Joe Sugarman says, cause a person to exchange his or her hard earned money for a product or service. Or, in my own words, I'll give you a formula for writing sales copy that gets results 2. Sales Copy Formula HEADLINES and TITLES: The first element of my simple sales copy formula is your title or headline. Titles and headlines could be found everywhere online, whether it's an e book, a website, a Web page, a video course, a product name, a sales letter or an email subject line. All of these things have titles or headlines, but these headlines are critical to the success of whatever it is you're selling. So if it's a Web page, the headline on your Web page is critical. If you're selling any book, the title is absolutely critical. The headline on your E book description is critical. If you sell a product, the name of the product is critical, and the headline at the top of your product description will make all the difference as to whether it sells or not. If you're an email marketer, the phrase you use in your email subject line makes all the difference as to whether people open or don't open your emails. And it also sets the expectations for what they will find. So let's take a little bit of time and talk about what makes a good title or headline and its most basic form, your title or headline just needs to be a compelling hook that leads into your body copy. The main purpose of it is just to get the reader to read more or to click on your Web page in Google search results or to click on the advertisement that they see on a Web page, right? The point is to get them to take the next step and read your copy. And you have to do this without over promising, misleading or confusing them. Because it's important that when they get to your body copy, they see what they're expecting to see, or they see something even better than what they were expecting to see. Okay, let's talk about the different types of headlines that you can use, and by the way, there are tons of different types of headlines. But we're gonna look at some of the most effective and easy to use headlines. If you've used all of these and you're still hungry for more, you can easily just Google how to write good headlines or types of headlines and you'll come up with tons of different resource is with lists and lists of different types of headlines that you can experiment with. But these are the ones that I use the most because they work, and this will get you a solid start. First, we have the how to headline. This is one of my favorite and one of the simplest, but you can almost just add the words how to to the beginning of whatever you're gonna dio , and it's a great way to connect with your reader and draw them in. Everybody loves to learn how to do things, So let's use tomato gardening as an example, we could say how to grow big, flavorful tomatoes in half the time. Okay, The next one is top 10 lists where it could be top five or top seven, or top 21 or top 1000 depending on how much information you have to provide. An example would be 101 ways to grow better tomatoes. Or it could be your top 21 tips for growing delicious tomatoes. Okay, the next one is mistakes. An example of this would be avoid three common mistakes people make when growing tomatoes. This basically works on the fear principle. We all know that we're not perfect, and there's always room for improvement. So if you basically tell someone right up front that they're probably making a mistake, it's very compelling toe. Want to figure out what that mistake is and figure out a way to solve it? Okay, the next one is solving a problem. This is a headline type that makes it clear that you are going to solve a common problem or a specific problem that your reader has. It could be a simple ass. Stop killing your tomatoes. Or I would say, Stop killing your tomatoes With these three easy tricks, the next one is questions. Questions could be good for email subject lines or even occasionally for Web page titles, and they work really well with S C O if you word them in the way that someone would type them into Google. So a good example of a question headline would be How can you save your tomatoes from frost ? But uneven better S e o version of it would be How can I save my tomatoes from Frost? The next one is intrigued. This is where you build curiosity or mystery into your title to make people want to click on it to find out more. You have to be pretty careful with this one. Because if you don't get it right, then you can actually just end up confusing your reader, which will not inspire them to want to click on your headline. An example of this is this little known tomato variety is likely to become your new favorite. And by the way, if you're a gardener and you haven't tried son Sugar Tomatoes, I highly recommend it. If I were going to write an article with that title, it would definitely be about sun, sugar tomatoes and I'm getting off the subject. But see, that's what happens with titles like that. A good headline will get inside of your brain. It will stir up your passions and your curiosity and your desire for solutions and answers , and it will make you wanna click, and that's really what you're going for. So then I have one Final one. It's called social proof. Social proof is where you show your reader that other people are interested in this product as well. Here's an example of a social proof headline. This little known tomato variety is becoming more popular by the minute, so you can see how the headline implies that lots of people are interested in this tomato variety. Of course, if you do that in your headline, you'd want to support that with solid social proof in your body copy. And that leads me into three additional tips for making your headlines effective. The 1st 1 is promise, but don't over promise. You want to make a compelling promise in your headline that appeals to people and draws them in and that you can deliver on in your body. Copy. 2nd 1 is be witty but not too witty. It's better to have a boring headline that actually makes sense than a headline that tries so hard to be witty that no one can comprehend it. And that kind of goes back to the speak human idea, where simple, clear language works better than overly complex language. And finally, and this is my most important bit of advice, spend a lot of time on your headline. I've heard some professional copywriters say that you should spend upwards of half of your total writing time on your headline. And if that sounds crazy to you, here's why. It's true if your headline isn't good. And it doesn't get people reading than the rest of your sales. Copy is worthless. So all that time you spent on it doesn't do any good. So make your headline compelling, make it effective and make it clear. And you've won the first battle of getting them to read your sales copy. 3. Sales Copy Formula BODY COPY: Let's talk about the body of your copy. If the headline or titles job is to get you into the body copy to hook you than the body is where all the work happens. It does the job of building trust and desire in your reader. It does the job of connecting with them on an emotional level, and then finally, your body copy will transition into your call to action. So there are four main elements of great body copy that we're going to talk about. The 1st 1 is benefits or, as I like to call it, what's in it for me? You have to answer the question for your reader of what's in it. For me, the 2nd 1 is your offer. This is where you're going to tell them what you want them to buy. The 3rd 1 is proof. Proof is how you show them that what they're getting is going to be great. And I'll give you some great examples of how to provide proof. And then the 4th 1 is your guarantee. This is where you put all their fears to rest and further breakdown any resistance that they have to buying your product. But before we start with the benefits first we have to maintain the connection that we've created with our title or headline. So you've hooked them into your content with your title or headline. They've clicked on your search results, or they've clicked on your ad, and now they're reading. Now your job is to keep them reading, and there are several ways to do this. It could be through a compelling story related to your product, and I'll give you an example of that in a moment. Or you can begin to craft a mental image in their mind of them, using your product and reaping the benefits of using your product. Here's a short example of a story that draws a reader further into your copy. I'm gonna show you a little cartoon promotional video that a couple of us put together to help sell our New Excel course when it came out so you can see that it's a really simple story. It's just a cartoon character named Jerry who has a problem, and his problem is he finds excel difficult, and many people out there can relate to that story to his problems with Excel that caused him to not make enough money to probably have his boss not super impressed by him and to struggle at his job. But he finds this course that can help him to solve that problem in that short little 30 or 40 seconds. Story is something that normal people can relate to, and it paints a picture of the future. It fills in the gaps in their imagination so that they can actually see themselves in Jerry's shoes in their own future, having more success, impressing their boss and so on. And if we go on, you'll see that it shows some of the benefits that Jerry receives, which will get into talking about benefits in a few minutes so you can see that it finishes out this story and shows the success that Jerry is experiencing after having taken the course. So that's a really simple way to tell a story. Let's look at another way to kind of captivate your audience, which is by painting a picture in their mind of themselves, using and benefiting from the product. And this example is from a book description from one of the books that I published on Kindle a number of years ago called modern, rustic starting and orchard, and I'll just read you how it leads in in season. A mature orchard is a thing of magic and beauty. You can have trees that explode with colorful flowers in the spring and provide succulent fruit with nectar like juice that dribbles off your chin and runs down your arm through the summer and fall. Once your orchard is established, it will produce fruit for years to come with minimal maintenance. In fact, if you are an experienced gardener who is considering starting an orchard, you'll be happy to learn that an orchard is much easier to maintain than the average garden . If you plan your new orchard properly using the information in this book, your trees will provide you with an abundance of fruit while making your property look beautiful. But we've all had that moment where we bid into a peach and the juice runs down your arm, where we've all had the experience of looking out over a beautiful flowering orchard. And even if we haven't had the experience, we've maybe seen it on television, where we can imagine what it would be light and So anyone who has that desire, who's reading this is going to be transported to that orchard that they dream about that they want to have on their property. So they're already moving toward wanting to purchase this book. Okay, so that's sort of the lead in. That's how you transition from your compelling headline or title that hooks them in, and you draw them deeper into your body copy. And now they're reading and they're emotionally invested in their interested, and now you're going to tell them what they're going to get out of your product, and that's where the benefits come in. And I'll pause for a moment here to say that whenever I hear instructors or people talking about sales copy and they say use benefits versus features, you hear it all the time, and it's of critical importance. But the way it's commonly described, it just doesn't really resonate how important it is to sell using benefits versus features . So I'm going to share one of my favorite little bits of comedy, and it's from Monty Python, and it's about a sales agent who is selling string. Ah, come in. Come in, Mr Simpson, Welcome to mouse bat follicle goose creature am present Spawn wept, cap let loose liver, then better and praying. Thank you. Do sit down. My name's wept. Cap lit. Adrian wept. Kaplan Pageant. Now Mr Simpson, Simpson, Simpson French, is it? No, no. I understand you want us to advertise your washing powder string string washing powder. What's the difference? We can sell anything good. Well, I have this large quantity of string, 122,000 miles of it to be exact giant heritage. And I thought if I advertised, of course, the national campaign Useful Staff String notable There are. But there's a snag, you see, due to bad planning. 122,000 miles is in three inch lengths, so it's not very useful. Well, that's our selling point. Simpson's individual streets the now string ready count easy. The handle Simpson's individual impressed gets just the right length for what a 1,000,000 household uses, such as tying are very small parcels attaching notes to pigeons, legs destroying household pest destroying Aso pe sau Well, if they're bigger than a mouse, you can strangle him with it. And if they're small on you, flooding the definite surely destroy 99% of known household pistes with pre sliced rust proof easy to handle. Low calorie Simpson's individual impressed Reitz free from artificial coloring as used in hospitals. Hospitals who will be in the hospital when they don't have strange? No, but it's only string. String it. Everything, it's it's waterproof now. It isn't all right. It's water resistant. Then it isn't all right. It's water absorbent. It's super absorbent string. Absorb water today with Simpson's individual water abs orbitex string. It's away with floods. You just said it was waterproof away with a doll. Drudgery of workaday title waves use Simpson's individual fled preventers. So even though the Monty Python boys are completely making fun of sales agents and the way that they spin things, you can see that they actually really understand the sales process. They really understand that it's not just useless three inch bits of string, as Mr Simpson is saying, it's very valuable. It's ready cut. It's easy to handle. It's just the right length. And then he goes on, Oh, well, the right length for what? Oh, a 1,000,000 household uses. You can attach notes to pigeons legs, but the point is the sales agent is focusing on how it helps the customer. He's not thinking about the fact that they're too short or that they're not useful because they're already cut into three inch links. He's thinking about what you can use three inch lengths of string for, and he's focusing on the benefits that would bring to the end user. And my favorite part is when he's brainstorming, says What's waterproof? No, it's not. Well, then it's water is no, it isn't all right then it's water absorbent. It's super absorbent string, and he's basically just brainstorming through what you can actually do with these bits of string. And he's trying to think of ways that someone could actually use it. And that's the difference between features and benefits. A feature is that it is in three inch lengths. A benefit of it is that you can rid your household of pests or conveniently send notes via pigeon. A feature is that it's water absorbent, a benefit. You can use it to soak up water and eliminate workaday floods away with a doll drudgery of wicked a title waves. OK, let me give you a few more examples because I feel like understanding how to show benefits to your reader is of critical importance to convince people to buy your product. Let's go back to our example of the Excel course. It's not very effective to offer an Excel course that will teach you all about how to create charts and graphs. Because while charts and graphs are a useful skill, if you don't show your customer how they're useful, then it doesn't do anyone any good. A much better way to sell this sort of instruction would be to show someone how they can take a mass of disorganized data that their boss gave them and transform it into an easy to read, professional looking chart that will impress their boss. Now we've taken those same boring charts and graphs, and we've brought emotion into it. We brought on experience into it by creating charts and graphs out of your data. More specifically, out of this messy lump of data that your boss just plopped on your desk, you've made a career move. You've impressed your boss. You've made life easier around the office and your imagination can take you down the road of what other things that can create for you. As for US promotions or new job opportunities or less stress at work or whatever, that's a significant difference between showing a reader benefits and just listing features of your product. So just to recap this, a feature of this Excel course would be to create seven different charts and graphs. That would be a feature. A benefit of this Excel course to the reader would be that you can organize your data into professional looking charts that will impress your boss. So in your body copy. It's actually fine to list features because people want to know what they're getting. But if you're going to list features of your product than it's important to also show or demonstrate how those features are going to benefit your reader and in a perfect world, the way that you list your features would be to not even list the features at all. But just show how it benefits them. Let me just show you four quick comparisons between features versus benefits. First example is a feature would be a microphone that eliminates background noise. The benefit is that it saves you hours of editing and re recording time Okay, let's look at another example. The feature is a super durable cell phone case. The benefit is not having to worry about breaking your phone, losing all of your valuable pictures and videos, replacement costs and the hassle of getting your phone replaced. Okay, another one. The feature is coffee that has half the caffeine. The benefit is that you won't have that wicked caffeine crash at 11 o'clock in the morning . Let's look at the opposite example. The feature is coffee that has twice the caffeine, and the benefit of that is that you can drink less and get the same caffeine effects without having to run to the bathroom every 20 minutes. So those were just a few examples of how to demonstrate in your body. Copy the benefits that your product will provide for your reader. In the next video, we're going to look at a few more parts of your body copy, which is your offer. How to provide proof in your body copy and how to create a compelling guarantee 4. Sales Copy Formula CALL TO ACTION: OK in this video, I'm going to show you how to do an effective call to action. A call to action tells the reader what to do next. So you've hooked them with your headline or title. You've drawn them into your body. Copy. They've read all of the benefits. They've read your offer. They've read your guarantee. You've offered them social proof. You've created this whole experience for them and drawn them down through the page. When they get to the end of the page, that's where you find your call to action. That's where you tell them what you want them to do next. The only time you'll see a call to action that's not at the very end of your sales copy is when it's in a pop up box. Like for an email, opt in form or on the occasion that you're doing a long form sales letter, in which case you might have several calls to action throughout the copy, each one followed by more benefits. More guarantees, more social proof, etcetera. Your call to action is one of the most important elements of the sales copy formula, and the crazy thing is, it's one of the things that lots of people leave out. The reason for that is that it's not an intuitive thing. Toe ad As you're growing up, going through school, writing papers, writing essays, you always ended everything with a conclusion, which wraps everything up nicely. You weren't thinking about what the reader was going to do next, but in the world of marketing and particularly online marketing, if you wrap things up with a conclusion than rather than doing what you want them to do, your reader, your potential customer is going to go back up to their search bar, type in something new or click on an ad that's not related to your site and ultimately leave your sales copy with their money still in their pocket. So be sure to include a call to action. Your call to action can be a button or a link to click. It could be a phone number to call, or it could be a place to enter their credit card number. Any action that you want your customer to take to make a purchase, sign up for your email list or learn more can be a good call to action. Your call to action can be soft or it can be assertive. The important part is that you make it relevant to your message. If they're familiar with your product already and are already on your final sales page, then you could certainly make an assertive call to action like by today. On the other hand, if they're just reading your block for the first time and their new to you and new tier products, and it's usually best to go with the soft call to action, for instance, enter your email to get your free e book. Understanding where your customer or potential customer is in. The buying process will determine how you structure your call to action and, for that matter, how you structure your entire body. Copy. Keep your call to action. Simple and clear. Make it visually obvious. So that means one big button at the bottom of your page that says Click here to learn more or by now, or one single link at the bottom that takes them to your sales page or your shopping cart or wherever you want it to go. Avoid several different calls to action in one piece of copy this is another common mistake that people often make once they learn that they need to call to action. They want to put a lot of options on their for people so they don't miss out on anything. But if you include more than one call to action at the end of any given piece of copy, then you're sending mixed messages. It shows that you're not really sure what you want them to do, and you don't really know your target audience. So know what the one thing is that you want them to do and then point all of your copy from the title to the body. Copy your benefits. Everything should point to that one action step that you want them to take in your call to action. The three most common types of calls to action are buttons, links and forms. Examples of buttons would be things like by now. Add to cart, download or join now links you typically use if you have a longer message to convey or for a softer call to action. Examples of this would be learned. The Top 21 Excel hacks or get the first chapter of the E book everyone is talking about and forms you'll usually use as opt informs or survey forms. So examples of this could be a sign up to our email list for free tips straight to your inbox, or join now and get this free E book. So when creating your call to action, take a moment to really think about what you want them to do, the one thing that you want them to do and as you're writing your body copy, keep that outcome consistently in your mind so that your body copy transitions and draws them towards your call to action so that when you add the call to action at the end, it fits us. Part of the natural flow of your copy and clicking on your button or your link or your opt in form will just seemed like the natural, logical next thing to do. And if you do that every time you write copy, you'll grow a larger email list. You'll get more sales. You'll get more sign ups, and your copy will get results 5. Sales Copy Formula OFFER: OK in this video, we're gonna talk about your offer. Your offer is basically where you tell your reader what they're going to get and what they need to give you for it. Your offer can be a simple as something like by the top 10 Tomato Growing Secrets E book for 2 99 Or it can have additional terms like by two cell phones. Today. At regular price. Get the 3rd 1 free. Your offer can come in many forms. If you're writing content for a car repair blawg, for example, you might have a soft offer like sign up for my email newsletter and get my free guide to understanding engine noises. On the other hand, if they're already on your sales or product page, your offer could be more aggressive, like grab your new digital meat thermometer now on Lee 20 left in stock. Or it could just be a simple description of your product. And, of course, when describing your product, be sure to focus on the benefits of your product to your reader rather than just listing features. It's not very often that you'll do it that way, but in this situation where you are just describing your product, then your call to action at the end would count sort of as your offer. An example of that is from my despicable five pottery book and within the body copy. It says the despicable five was designed to teach you how to overcome the five most infuriating and insidious problems that every beginning Potter will face. And it's restated a bit later. It says, Armed with the knowledge in this little guide, you will be able to overcome these ceramic challenges in a fraction of the time. But more often than not your sales offer, it will involve a timeframe and some terms, like the cell phone offers I mentioned earlier. Some more examples are. Get half off the Complete Excel 2016 course for the next 24 hours, so it gives you the terms, which is the half off, and it gives you a timeframe. The next 24 hours or another example is like Asan Facebook and get 25% off your order. So again, it's basically just listing terms or things that the customer has to do in order to get what you're offering. So those are the basics of including an offer in your copy. So at this point, you've hooked them with your title or headline. You've drawn them in and kept them reading with a story or a mental image. And then you've connected with them on an emotional level on experiential level by showing them the ways that your product will benefit them. And finally, you've told them exactly what they're going to get and what they need to do to get it with your offer. Now let's look at some ways to break down their final buying barriers, and in the next video, we'll look at how to add social proof to your copy. 6. Sales Copy Formula GUARANTEE: okay, We've been talking about social proof in the form of like reviews and testimonials. Now let's talk about providing a guarantee. Your guarantee is similar to social proof in that it breaks down the buying barriers between your customer and your product, and it builds trust quickly. Your guarantee tells your potential customer that you believe in your product enough to stand behind it, so it should go without saying that the bigger and stronger your guarantee is the better of job it does of breaking down the barriers for your customers to purchase your product. First, let me give you a couple of examples of a week. Guarantee anything less than 100% money back is pretty weak, and anything less than 30 days is also pretty weak. If you give somebody a 10 day guarantee, that's not going to inspire them with the confidence that you want them to have. Better guarantees are 100% money back 30 day guarantee. Six month guarantee. One year guarantee. The ultimate would be a lifetime guarantee, and depending on your product, you may not be able to offer that. But if it's an information product or any product that you don't lose money for someone to consume than the longer the guarantee, the better. And a lot of people will say Oh, but what if you know, 10 people sign up and then they use my you know, e course, they go through all the lectures, and then they all ask for their money back. Well, first of all, let me say that that's very unlikely to happen unless you have a terrible, terrible course. Even if it's a terrible course, you're unlikely toe. Have every one of your students ask for their money back. And even if they did, they wouldn't have signed up in the first place unless you had offered them that great guarantee. So you've really lost nothing. A great example of a real life solid guarantee is you dummies return policy. They have a 30 day money back guarantee you can sign up for one of my courses. You can take the entire course, learn everything that I have to share and return it on Day 28 get your full money back. Does that worry me at all? Ever know? In fact, my return rates at you to me are less than 1%. It's actually closer to 1/2 of 1%. And I would be willing to bet that most of the returns just come from people who had no idea what they were signing up for, or maybe even just clicked on the wrong course and signed up on accident. Will you have a couple of scammers, like one in every 1000 who will sign up for your course? Take it and get their money back? Sure you will. But the other 999 people that signed up felt a lot more confident signing up for your course with that 100% 30 day money back guarantee. And here's a really easy way to think of the beauty of a guarantee. Don't think of it as something that you're giving up or offering to your customer. Think of it as something that you're doing for yourself. You are showing proof that your course or your product or your e book or whatever is amazing and you are greasing the skids. You're reducing all of the friction, taking down all the buying barriers for that customer to slide right into your product. So all of your really doing is giving yourself more opportunities for sales. So with that in mind, make your guarantee prominent. Make it bold. Don't do a guarantee that you don't feel confident doing, but make it as bold as you can possibly make it and you'll notice. Typically, you'll find the guarantee at the end of a bit of sales copy. And it'll essentially say like it does in my, you know, me courses. You have nothing to lose by signing up for this course, you can take the entire thing, and if you don't like it within 30 days, you can get your complete money back. So what are you waiting for? Check it out today. But if you want to try something really interesting and creative and bold, try putting your guarantee at the beginning of your sales. Copy. What better way to say Hey, this is some sales. Copy that. You really need to read. This is a product that you really need to take some more time to check out because we're so confident in this product that we're gonna tell you right up front at the top of the sales . Copy that there's 100% money back guarantee. So come up with the guarantee that you feel comfortable with the feel confident in and make sure that you include one in your copy. 7. Sales Copy Formula SOCIAL PROOF: Okay, let's talk about social proof. Social proof is the phenomenon that makes us want to do things that others are doing. A simple example is if our friends have all gone and watched a new movie and they all loved it, then naturally, we want to go see it to see what the excitement is about. Social proof breaks down people's buying barriers on the way to create social proof in your copy is to show them that your product works and the other people love it, too. You can create social proof through testimonials, product reviews, social media, engagement, statistics, research, proof of results and other numbers here, some specific examples of social proof a good example of social media engagement would be Facebook likes If you have a Facebook like button on a Web page or on a Facebook page, and it shows 100,000 likes when someone sees that it's going to be an instant indicator to them that a lot of people like this page and psychologically that built a lot of confidence in them that they're in the right place, or at least that they should take a little bit of extra time when looking through your copy based on the fact that so many other people also like your copy. Other social media examples would be retweets on Twitter, Pinterest pins or Facebook shares. Another example of very effective social proof is reviews, and my favorite example of reviews is Amazon reviews. But this could apply to, for instance, reviews of Au, Timmy course or reviews of a business or restaurant on a review website. Let me show you an example from my despicable five pottery book, and you could see what a difference the reviews make. So when you go to the books page, you see that it has 45 customer reviews, and if I hover over it, you'll see it has 4.5 out of five stars now. Obviously, the perfect rating would be five stars. But on Amazon, anything over four stars, particularly 4.5 or five stars, shows that enough people are happy with the product to make it something worth investigating. More. And with a quick scroll down on our Amazon page, we come to the top customer reviews and these air very powerful for communicating the value of this book, and you'll notice. The first review is only two stars, and it says, not very useful. And it goes on to say that this book is way too simplistic, and at first blush you might think that that's going to ruin the reputation of the book. But if you continue to scroll down, you'll notice so many other five star reviews with really great things to say. For instance, his sense of humor makes for an easy, pleasant read. And then it goes on to say that Steve MacDonald perfectly nails the five troublesome problems that all new exporters experience with both an explanation of what caused it and how to solve it. This sense of humor makes for an easy, pleasant read, although I wish it had a bit more length to it, mainly because I enjoyed his writing style. It did help me as the world's worst Potter trying to unclaimed that title. Another one says a good jump start. The key out of here is this book helped correct my mistakes and gave me the confidence to keep at it. Those are the kinds of things that when someone else reads it, they're going to say OK, this book's gonna have something for me. Directions were easy to understand. Solutions made sense. He go to give them a try, made me feel better to know that your first pot can be better than your second. And there's still hope for the future. That's another great example of social proof. So the person is basically paraphrased something that I said in the book where I connect with people and sort of reassure them that even if you've make a couple of pots and they turn out really well, your third pot might still be horrible. But that doesn't mean that you've lost everything that you've learned. And that's a critical phase in the learning process that a lot of people aren't conscious off, and I could go on through examples of this all day long. But the point is that good, honest, positive reviews do more for your product than probably any amount of ad copy that you could write because there's instant trust built. There's instant credibility because these reviews air coming from third parties. They're not coming from you, and there's an honesty and sort of a rawness to them that gives a lot of transparency to your product. They're going to see all of the flaws, but they're also going to see all the benefits, all of the solutions that your product offers. So if you ever have a chance to have a product that's located on a site, for instance, like Amazon, do everything in your power to make it of such a quality that you will get good reviews because they're incredibly powerful for creating social proof and inspiring people to buy. Okay, the next example of social proof is research. So the way you use research for social proof is you go out and you search around and you find a credible source that says something positive about your product or service. So an example that I've used is in my Excel course. I know that having more Excel skills makes you look better to your boss, but it also gives you better prospects for getting raises and finding a new job, if that's what you're looking for. But I didn't know the exact numbers. So I found a study reported in The Wall Street Journal that found that 78% of middle skill jobs required digital skills like excel inward and jobs that require digital skills also pay 13% more than those that don't. And when someone decides to take an Excel course, they're usually not just looking for an additional set of skills or the ability to say that they know how to create charts and graphs. They're usually looking to improve their station in life, whether it's through better pay or a better job. And so, by citing a household name that people know and trust, like The Wall Street Journal and addressing people's desire for more pay, I've connected with my potential students in a much more powerful way than if I just said this course will teach you how to create charts and graphs. Okay, so that's research. Testimonials are another great form of social proof. They could be from previously happy customers, and a great way to do that is basically to just to find customers who have already left reviews, or maybe who have communicated with you about how happy they are and ask them if you can share their story or their quote or their review, and then include that in your sales copy. If you want to take it to the next level you could get a testimonial from an expert in your field. If you have a relationship or willing to create a relationship with someone that is a well known name in your field, obviously, that's going to carry more power than a regular customer or a celebrity endorsement. Obviously, we've all seen if you've watched any television commercials at all, they're loaded with celebrity endorsements. We see these people that we admire or like and then we see them endorsing a product, and it makes us want to have that product as well. So that's testimonials before and after. A classic example is the before and after photos for a weight loss program. These were very powerful because you're seeing a really person who maybe has looked like you. And then they did this program, and now they look how you want to look. Another example of a before and after scenario would be like a house remodelling service. We all love to see that you see the the rotted, gutted house with garbage all over the place in one photo, and then the next photo you see this beautiful fixed up shining green grass bushes in the right place remodeled house. But this doesn't just have to be with photos. You can do this with stories as well. I mean, you could tell the story of a before situation and after situation, because, really, what, before and after scenarios do is the share stories of transformation. We love to see someone else take the path that we would like to take, And if we can see someone else's life or situation being transformed, then it's so much easier for us to believe that it's possible for us. And that breaks down those buying barriers. And it builds our confidence and our trust in a product and our belief that it can help us . So those air a number of examples of how to create social proof. In your copy, I recommend using at least one of those in some way or another in almost every bit of copy that you use because we are social creatures and that will break down so much of the resistance and the buying barriers between your customers and your product. 8. Sales Copy Formula CONCLUSION and ACTIVITY: So you've just learned a simple sales copy formula that you can use to structure any piece of sales. Copy that you write. And to recap what you've learned, you learned that the three main elements of your sales copy are your title or headline your body copy and your call to action. Your title is where you hook your customer and get them to click into your copy. Your body copy is broken into several parts at the beginning of your body. Copy your job is really just to continue the connection, and you do that by telling a story or painting a picture in their mind to get them engaged and connect with them emotionally. Then you can move into your product. You can start showing benefits to your customer ways that your product will help them, showing your customer what's in it for them. Then you get into your offer, which is where you essentially just tell them what they're gonna get and what they have to do for it. You Sprinkle in some social proof like a Facebook like button, a review, a testimonial or some research that supports your product, and then you offer them a guarantee. A good, strong, 100% money, back 30 plus day guarantee that takes care of your body copy. And then finally and most importantly, a call to action. You tell the reader what you want them to do next, give them a big button to click or obvious link that they can essentially complete the sales process. Sign up to your newsletter, buy your product, join your course, whatever it ISS. So I want you to try this activity to sharpen your awareness of the three elements found in the sales copy formula. I want you to do a Google search for your favorite hobby or interest and click on the first article that interests you and analyze what you see. So first you're gonna analyze the title of headline. What was it about that title that intrigued you? Why did you click that one and not any of the other dozens of headlines? And as you read through the body copy. Take note of the elements that you're seeing from the sales copy formula and take note of whether things are working or not and how they're working. Does the body copy draw you in? Does it lead you in with a story or or does it paint a picture in your mind? Does it connect with you emotionally? Do they show you the benefits of the product that they're offering? If they're offering a product, is there a lead into any sort of call to action? And is the call to action effective? Does it transition well from the body, or do they just plop it in Their kind of dropped the bomb on you? So just take a few minutes to write down what they did well and what they could have improved. And if you do that a couple of times, you'll find that your awareness of the copyrighting process will sharpen and you'll be able to use what you're learning in your own writing.