Copywriting - How to Write A Sales Letter That Sells | John Colley | Skillshare

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Copywriting - How to Write A Sales Letter That Sells

teacher avatar John Colley, Digital Entrepreneurship

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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

19 Lessons (1h 3m)
    • 1. Copywriting How to Write Sales Letters That Sell

    • 2. 12 Steps 1 Setting Out the Problem

    • 3. 12 Steps 2 Connecting with your viewer

    • 4. 12 Steps 3 Deepen the Experience

    • 5. 12 Steps 4

    • 6. 12 Steps 5 Dismissing the Competition

    • 7. 12 Steps 6 Time to Reveal Your Prize

    • 8. 12 Steps 7

    • 9. 12 Steps 8 Time for A CALL TO ACTION

    • 10. 12 Steps 9 Now Take Away The Risk

    • 11. 12 Steps 10

    • 12. 12 Steps 11 Effective Postscripts

    • 13. 12 Steps 12 Key Points Summary

    • 14. 13 Headlines

    • 15. 14 Sales Pitch

    • 16. 15 Power Words

    • 17. 16 Soft Skills

    • 18. 17 Common Mistakes

    • 19. The 18 Step Sales Letter Framework

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About This Class


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If you have been struggling to write a sales letter - then you have been working way too hard!

If you know the key steps - it can be so much easier and that is what we are going to cover in this course.

Firstly I want to set out the 12 key aspects of writing great copy in this easy to follow framework.:

  • 1. Set Out the Problem
  • 2. Connect with your Audience
  • 3. Deepen the Experience
  • 4. Frustration to Fear
  • 5. Dismiss the Competition
  • 6. Reveal the Prize
  • 7. Move from Interest to Desire
  • 8. Call to Action
  • 9. Take away the Risk
  • 10. Close the Pitch
  • 11. Effective Postscripts
  • 12. Key Point Summary

Then I want to make you through a simple five step process that pulls these lessons together

  • How to write amazing Titles
  • How to craft a sales pitch
  • Find out about the Power of "Power Words" and how to use them!
  • Discover the "soft" skills involved in Copywriting
  • Find out about the five mistakes you should avoid, but nearly everyone makes

Then I will share with you - step by step - the 18 steps to writing a great sales letter - and best of all you will understand why it all works together.  This will give you a simple formula for writing every sales letter you will ever need to write.

So, what are you waiting for?  If you don't take action now - you will regret it later when you do come back and invest the time in this great Copywriting Course!


If you want to stay up to date on my newest classes, be sure to click “Follow” below.

My followers are the first to hear about these opportunities!


See you inside! :)

Best regards


Meet Your Teacher

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John Colley

Digital Entrepreneurship


Exceed Your Own Potential! Join My Student Community Today!


Here is a little bit about Me...

Cambridge University Graduate

I have a Bachelors and a Masters Degree from Cambridge University in the UK (Magdalene College)

Master of Business Administration

I graduated from Cass Business School in 1992 with an MBA with Distinction and also won the Tallow Chandler's prize for the best Dissertation.

British Army Officer

I spent nine years as a Commissioned British Army Officer, serving in Germany and the UK in the 1980s, retiring as a Captain. I graduated from the Royal Military Academy Sandhurst (Britain's West Point) in 1984.

Investment Banking Career

I have spent over 25 years working as an Investment Banker, advis... See full profile

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1. Copywriting How to Write Sales Letters That Sell: the writing. How to write a sales letter that sells Let me ask you a question. Is writing effective sales copy important for your business? Do you have a product or service that you want to sell to your customers? But you don't know how to describe it in a way that will make them want to buy it from you ? My name's John Colley. I saw my first digital product, my first online course back in 2000 and 13 and I made $1000 in the first month. Since then, digital marketing and copy writing in particular, has been really, really important to my business, which is why I've spent a lot of time improving my skills in ALS. Those areas, particularly copyrighting. And before we go any further, don't forget to follow me to make sure you don't miss any more of my courses or content in the future. So hit the follow me button right now and make sure that you'll get informed when I come out with more content. So let me ask you, is this course view or ask yourself if this, of course, is for you. If you want any form of marketing, particularly digital marketing that I really do believe the skills in this course are going to be essential to you on. I also believe, as they've helped me, they will help you to become more successful. The course is in three parts. The first part is a 12 step framework to writing effective sales copy. And through this step by step process, I want to explain to you the purpose behind the words that you have to write in order to make your sales pitch and your sales copy effective in the second part of the course, I'm gonna take you through a number of specific areas. We're gonna look at headlines. We're gonna look at the sales pitch, we're going to look, Look at the use of power words. I'm going to introduce you to some soft skills, and I'm also gonna highlight some common mistakes on these are things which, if you're aware of them and you know how to do them better, will only make your sales copy in your sales even better and even more effective. But that's not all. The last part of this course is 18 steps sales letter framework, which I really believe will make it easy for you to write sales letters every time and very easily and quickly and very effectively. But it's not just that, because in the class project, I want you to create your own sales letter and I've created, created and given you a detailed cheat sheet, which every time you come to write a sales letter will make this dead easy for you to follow. So this is not only part of the learning process, but the project is that and specifically designed to reinforce the lessons in the course. Now this course is for everyone. It's for all levels because I do believe there's something in here for everybody, and I'm very, very happy that I think you'll go through this course and you'll be saying, Oh, yeah, I could do that or I can do this And I think it'll really work for you. Now Just imagine being able to write great sales copy quickly and easily every time. How will this make your business grow? Imagine the impact it's gonna have on your business, so make sure you go through the whole course and it won't make complete sense unless you do because it's a framework that hangs together and you need to cover each of the steps step by step and in the right order. Let's be honest. If you were an architect, you wouldn't build a house without doors and windows and no roof. It wouldn't work very well with it. So what are you waiting for? And here's the call to action, and that's one of the points in the sales letting, so you can see what I'm doing here. I've taken you through very Spitz of process, and now I'm giving you an instruction, the court action, which is a really important part off effective sales copy. So my call to action for you is enrolled in the course today on I really look forward to working through this with you and helping you to write much more effective sales copy. So that's my introduction. It's a great little course copyrighting how to write a sales letter that sells. I think you're gonna absolutely love it on. I look forward to seeing you in the course very soon, 2. 12 Steps 1 Setting Out the Problem: Let's talk about setting up the problem, and I've got two techniques to share with you. Here's the 1st 1 Ask your audience. Have they ever experienced the problem that your course or product is going to sell for them? Make sure you focus very clearly on your target audience comments like Have you ever struggled to? Does it frustrate you that have you ever wanted to learn? But let them know right away that they are in the right place? The second technique is to call for their attention literally. You say attention would be online marketers. In the next five minutes you are going to discover and then set out the problem stroke solution combination that you're helping them to discover. 3. 12 Steps 2 Connecting with your viewer: Now I want to talk to you about connecting with your audience. It's really important that you connect with your viewer. You must establish empathy and help them to know that you understand their situation. Comments like If so, I completely understand. I know where you are coming from. I know I waas in that situation once. Let them know that they are in the right place. You understand who they are? I asked them three questions, which they're going to answer. Yes, in their head. Have you ever struggled to Did you find it difficult to? Don't you wish that you could on? Then tell them that it's OK. It's not their fault. This helps you to establish empathy on a connection with your audience with your viewer, with your potential student with your reader. 4. 12 Steps 3 Deepen the Experience: Now you need to deepen the experience with your reader, provide them with an experience or an example which helps to relate you to them. This is all about emotion and feeling. Make them think that this is the experience that they are experiencing now. Comments like there is nothing worse than there is nothing more annoying, depressing, embarrassing, frustrating and then connect with their feelings. You feel you end up feeling like this leaves you feeling and then something negative sound sad, upset, frustrated, even angry. Don't be afraid to be bondable. Tell them a story about your experience. I was just like you are now. Show your vulnerability and weakness and then explain your breakthrough and how you turned the corner. This all helps to deepen the experience you have with your audience. 5. 12 Steps 4: Now we're going to move from frustration to fear. You want your reader to be afraid. Be very afraid, afraid that they cannot do this on their own, afraid that they will fail, afraid that they will miss out, Afraid that their competitors will take the food off their families table. And while you're at it, rub salt in their wounds. Someone else is doing better than they are. Tell them what they have already missed. You can't afford to wait another day. You have probably already missed out on foam. Oh, fomo. Fear of missing out. It's really important that you put your reader into this mindset from frustration to fear. 6. 12 Steps 5 Dismissing the Competition: Now I want you to dismiss the competition. You need to convince your audience that you are the person they need to help them. So you need to clear the field of your competition. Sure admit that there are other solutions out there. But then explain why they are not right. Why they are not going to work. Perhaps they're more expensive. They're harder to get there more time consuming. Crucially, they won't work for people like you. You must push your competition aside so that your audience just focuses on what you have to tell them. 7. 12 Steps 6 Time to Reveal Your Prize: Now it's time to reveal your prize. It is time to share the good news with your audience. Now you want to take their depressed mood. They're fearful mood, and you want to lift them up. This is a brand new opportunity that was not available before. That is why I created, then assure them that you have done this before and will be with them every step of the way . I have done this before and I'm going to be there for you, then make it sound very simple. A system of formula, step by step. You want to pull back the curtains, reveal the solution and completely change their mood. 8. 12 Steps 7: Now we want to move our audience from interest to reald desire. Start by summarizing in a few short bullets. Use the word discover not will learn. So, for instance, in this course you will discover you will discover step by step. How to Here is just a taste of what you will discover in the course. Here is just a small sample of what is covered. Then make sure that you explain your unique selling point. What is it that makes your course or product unique? What is your unique selling point? Your USP. The next step is then to emphasize the major benefits off your core service or product a single powerful statement off. The most important benefit on that helps you to cement their buying decision. But make sure you combine any features with the benefit statement. For some, you make a feature statement, and then you add the phrase so that you can, which leads to a benefit statement, for instance. Course name. This enables you to on. Then maybe it's safe time, so your offering speed save money. Get the solution faster. Get ahead of your competition. Emphasize how quickly and easily your reader can achieve their objective. You then reinforce this with proof. If I can do it, you can do it before my life was dreadful on. Then I discovered how to now My life is great. Yours can be as well. Follow this, then, with social proof. It's time to roll out your testimonials. Quote perhaps a positive review from one of your satisfied students or clients. Five Star reviews in courses are a great source for this. This is what one student had to say about my course. And if you want to really make it effective, get one of your customers or a few of your customers to create a video testimonial for you . And you can always linked to that or allude to that. Or indeed, if you have the opportunity embedded. The whole object here is to move your audience from interest to RealD desire for what you have to sell 9. 12 Steps 8 Time for A CALL TO ACTION: Now it's time for your first call to action. So if you want to state the main benefit of your course or product, just click on Lee. Take this course butter. Now the offer. Make clear that this is how they get it. Click on the arrow button, but also make clear when they get it in role. Today, your call to action needs to be very clear on very specific step by step, if necessary. Convince your reader that it is an easy process. This helps to set their mind at rest. It's going to take you about a minute. Just do that for me and I will take care off everything else. Now make sure that you emphasize the value on one of the ways you can do. This is use what is called the step down formula. Today we are not going to charge you $1000. We're not going to charge you $500. We're not even going to charge you $250. We are just going to charge you one payment of $97. And here's a top tip. Prices ending in seven work best online and of course, don't forget to add scarcity. How much have you already lost? How much are you losing today? How much would you lose in the future? Emphasize, perhaps, by removing bonuses by limiting their time or number. Don't forget foam. Oh, fomo. Fear of missing out. This is always greater than the desire to succeed, so this is your first opportunity to get them to buy with an emphatic call to action. 10. 12 Steps 9 Now Take Away The Risk: Now you have to take away the risk. Offer your audience a 30 day money back guarantee. This is almost never called upon. But it is really important because it must remove the risk for the buyer. Of course, when you enrolled, you will be risk Incent we offer 100% No quibble money back guarantee you take the opportunity. I take all the risk. You can't go wrong if you want to up it a bit. Try this structure. Guarantee one. If you don't like it for any reason, get your money back. But reinforce this with guarantee to do just three things in the product. Show me that you did them Give it a fair chance to work, say, 30 days. And if it doesn't work, I'll give you twice your money back. Take this a step further with guarantee three. Do exactly what I tell you and send me proof that you did it. If it doesn't work for you three times your money back on D R. $1000 donation to the charity off your choice. Wow, Who wouldn't go for that? Don't forget if you add your phone number, your street address an email to the bottom of your sales letter. You're always get, Ah, higher response. It's all about taking the risk away from your customer. 11. 12 Steps 10: Now you need to close out your pitch. Step one. You need to remind them off the pain. You have struggled long enough. You have wasted enough of your time. You have lost enough money. Then reiterate the solution in just a few minutes. You could be right now. You can put an end to picture right now. Then reinforce this with a positive image off the future. Imagine waking up tomorrow, Andi. The pain and problem having gone away. Just imagine how you will feel when imagine how wonderful your life will be. I'm Ben. Hit them with the second call to action. Tell them to enroll in your course or by or product in order to secure the main benefit, whatever that is today. So what you waiting for? Enroll in a course title by clicking on the take this course button right now on Discover. Enjoy the main benefit. Right now you see how it all pulls together on really drives them to take action straight away. It's all about closing them out and getting them to do what you want them to do. 12. 12 Steps 11 Effective Postscripts: Let's take a look now had writing effective poo scripts the PS on the PPS. First of all, the PS. You need to give them a warning. Make the assumption that they have said no. This requires ah, harder tonen to your call to action this time. Drive home the pain. If they do know act now, you deserve better. Your family deserves better. Your Children deserve better. You know it's the right thing to do. Your PPS or your second PS is a reminder. It's a summary, so recap the promise. Recap the proof recap the value recap the guarantee recap the scarcity and then hit them with a call to action on. Do this with short, very clear bullets on, then a very specific on very easy to follow call to action statement. 13. 12 Steps 12 Key Points Summary: Let's end by taking a look at some key points. Firstly, keep it simple. Make sure everything you've written or you produce is easy to read. Keep the vocabulary and syntax as simple as you can, so it's very easy to understand. Make sure you talk to your audience. Talk about you, not. I remember. It is not about you. They are going to be thinking what's in it for me, and you need to talk directly to them if you can extensively use bullets and very short sentences, avoid long passages of text. Make the whole process step by step and ensure that you push all the psychological batons that we've covered. If you keep the structure clear, simple and easy to follow, you're much likely to get conversions than if you produce something which is unintelligible and very difficult to follow. Remember the old average adage, K. I s s keep it simple, stupid 14. 13 Headlines: Welcome to my short video training. Siris on copyrighting on in this video. I want to talk to you about the six ways you can grab your reader by the throat with headlines. Let me first of all, say hello and welcome. Thank you very much for signing up for this retraining. I really hope you're going to find it very helpful. Let me tell you a little bit about me, though. My background is I was an officer in the British Army for about nine years. I then went into business into investment banking. I worked in the city for about 20 years on more recently, whilst I've still got the corporate finance business running, I'm a partner in a private boutique. I'm also being doing a lot more online on online teaching, and I'm really, really enjoying it. Eso won things I've had to learn how to do is how to sell online because obviously, if I'm gonna be teaching and selling my courses, this has been a really critical aspect of doing that. So I'm trying to share with you some of the lessons I've learned along that particular journey. So let's just ask. First of all What is copyrighting mean to you now? Have you really, ever given a thought to the power off words? Have you tried to sell on market online but failed to make an impact? Well, if you do, I know exactly how you feel. Because I've bean there. I spent several years blogging and podcasting and making videos and never understand. Never got that impact on that. That that that success that I felt I deserved and I couldn't really work out why? One of the reasons was I hadn't cracked the copyrighting. I hadn't learned how to sell with words. So just imagine what it could be like for you if you could simply use words more effectively on the results that that could have. Now, in this video, I want to try to talk to you about the importance off headlines. I want to show you how to grab the attention off your reader on. I'm going to give you six easy to remember techniques to do that. Now, the first of these is be useful. Make sure that your headline is of use to your reader. Remember? Is the key question on We're going to keep coming back to this is what's in it for them. This is going to be a key theme throughout this entire video. Siri's. The second point is, find some unique benefit and communicate that to your reader. What can you offer in your product or service that the competition card? And if you contort, I that in with the usefulness on DSI attire, tying a benefit and show your reader what that benefit is, it only has to be one benefit. Then you will get their attention. Now, don't forget Number three urgency cells. And if you can find a way of communicating urgency, you know, using words like instantly or now or having some sort of cut off on offer, then you're really beginning to increase the desire of your reader to take actionable response to whatever it is you're trying to get them to do. Now be specific. It's really important that you actually address a problem which is relevant to your reader , and if you come up with something really general, then you're not going to do that. So you really need to understand your audience and address their needs. It's better to niche down and meet the specific needs of a smaller group of people than it is to appear to have tried to appeal. Generally to a large one, your message must resonate with your audience. Now, with every heading comes the opportunity to have a subheading, and you should really use this to support the message of the headline to reinforce the message. It's designed to make the reader want to read on and read into the body of your text. Maybe you could do this by creating intrigue. Want to learn more? You get the idea, but you can also use the sub header to communicate the benefit if you haven't got enough lengths of words in your header to get that in in the main header itself, So use the headline on the sub header together in conjunction to have the impact you want to make now. The last point I would make on these six simple tips and techniques is draft and draft again. Don't settle for your first draft. You could always improve it. Try lots of ideas. Some people say you should draft about 20 headlines on pick the best one or turn to be keep a notebook, a swipe fire and let your subconscious mind so ruminate about it. And I bet you're gonna come up with some fantastic ideas on Don't be afraid to change your headline. If you've already published it and you come up with another one, then change it. Or alternatively, test a B test different headlines and see which has more impact. Now, I know this video is very brief on we can't go into a huge amount of detail. But do you recognize yourself as somebody who struggles with copper writing on? Are you looking for a way to become a more effective online marketer? Okay, so is this you? I hope it is. I hope I'm resonating with you on. I hope this is really being off. Great help to you. Now, in the next video, I'm going to send you a link. By the way to this in the next few days, the next video, we're going to consider the six essential components off a sales pitch on. I want to show you how easy it is to be really effective and avoid making basic mistakes. So make sure you look out for that email in your inbox. So let's have a call to action. Always good to end with a court action. What is one headline that's caught your attention and made you want to read more? Or maybe it's the title off a an email you've received. They have the same effect so dry that you drop me an email subject line Headlines at John at j. B d Cali dot com and share it with me and tell me what what this headline waas on why you liked it. I would really, really be interested to hear what you say. And, you know, I'm very happy to try to come back and comment with you. I'd love to get this dialogue going. So that's it. Six ways to grab your reader by the throat with headlines. I hope you found this useful, and I look forward to seeing you bury soon in the next video 15. 14 Sales Pitch: in this video. I want to talk to you about this six essential components off a sales pitch. Well, first of all, welcome back on. Thank you very much for taking action. Andi actually downloading. I'm watching this second video in my miniseries off copyright training. I had a fantastic response to the first video, and I really appreciate all of you who have responded on. I really enjoyed reading your comments on the emails. Now, are you struggling to sell? Do your sales pictures fall on deaf ears? Have you wondered why you're not converting sales now, I know exactly how you feel, because I didn't realize until I started looking into this that sales pictures are actually very carefully structured on planned. It isn't just a question of bunking a whole load of stuff up there and seeing what sticks. You actually need to be very systematic and very deliberate about what you put out. Just imagine if you knew that magic formula that made selling simple involved in some sort of strange black art, we'll stick with me in this video. You're going to learn how simple it is to structure a simple, captivating sales pitch. There are essentially six components which need to be included on Do they need to be in the right order? The first of these is obviously the headline. Now, in the previous video, we covered headlines and their importance, and hooking your audience on this is so true of a good sales pitch, you've got to get your reader hooked. The way to do that is to clearly communicate to them what's in it for them. And we talked about that in the previous video, the key benefit that they cannot afford to miss. That's what you need to communicate to them now. The next thing you need to get, of course, is the problem solution. The whole point is you need to set out the problem that they're suffering form and do it in a way that you put yourself in their shoes, that you you connect with them, that you make them understand what their problem is that you really get it. This is really, really important on. Then you provide the answer, then you solve the problem and then you take away their pain. The next thing you need to do is explain the benefits, not the features features do not sell anything again. We come back to this. What's in it for me now? Toe workout benefits is so easy. Just produce a list of all the features in your particular product or service, whatever you're selling, and then ask yourself So what? And it's the so what bit that is the benefit on. That's what you actually have to communicate and put forward. Then you have to make your offer. Now this isn't about the price. We'll leave that for the moment, but you need to explain to your customer exactly what's in your product service course. Whatever it is, you need to be clear and detailed. You need to list the components, break everything down and at the bottom or in the middle of it. Include social proof and testimonials to demonstrate that other people have used this product service or course on got benefit from it. Next comes the price bitch. Now the important thing here is to pitch the price in terms of its value to the buyer. What you should do is find something like, you know, an hour of your time is a consulting as opposed to buying the one hour course on make sure that the comparison you're making is, for instance, the course might be $99 but an hour of your time might be $500 on their four. Your immediately making your course looked extremely well priced and very good value. So come up with relevant but expensive comparator. Put value on time saved for your particular reader customer Student on did indeed the simplicity, all the hard work you've done to organize all this information, which is gonna make it so much easier for them to learn from you. You've done all the work. They won't waste their time. There will avoid mistakes. All this has lots of value on that's the way to pitch the price. Finally, you need a court action. This is absolutely critical. You have to tell your potential customer exactly what you want them to do, and you need to keep the principle as simple as possible. Amazon, If you recall, came up with this one click to buy a system, you click on it. Everything else has done for you, and it goes through. You lose so much sales. If you have a very complex buying process, they've got lots of clicks and lots of forms to fill it, so make it as easy as possible. But explain to them just what they need to do now. This is only a brief overview, I know. But if you're somebody who's new to online marketing and whose struggles to create effective sales pictures, then I really hope this WAAS helpful for you. And I know exactly what's that like, because before I worked all this out for myself, I waas you. I know exactly away or coming from now in the next video, I'm going to tell you all about the power off words on. We're going to discover together six simple words, which is so simple but so powerful when you're selling and I'll let you have the the email to that video in a few days time. So keep an eye out for your inbox and look out for that video. Now we must end with a call to action. So here's your assignment. I know it's outrageous to expect you to do homework with free training, but I do really value getting feedback and engagement with you. So what I want you to do is tell me. What is the most difficult thing for you about writing sales pictures? Drop me an email. The subject line should be sales pictures and then email me, John J. B d Cali dot com on. I'll see You. See you very soon in the next video. 16. 15 Power Words : in this video. I want to talk to you about six surprisingly powerful words. Well, first of all, welcome back on. Thank you very much for taking action on engaging with this third copyrighting Many lesson . I really appreciate you taking section, and I really hope you get some benefit from it now. Are you ready to become a wordsmith? Do you understand how powerful words can be now? I'm not talking about complicated multi syllable words. I'm talking about just simple words, simple words that resonate with riel impact. Now I didn't understand the psychology of words and how they can connect with an audience. But just imagine what it would be like if you could use simple words to turn your potential customers into buyers. When I first started out, I wasn't using words smartly. But now, having learned how to use them and learned off their potential impact, I'm a lot smarter. I'm a lot clever. I'm a lot more intelligent about the how the way I use words. One overriding principle is simplicity. The kiss principle. Keep it simple. You know, there were hot finishes, complexity in writing. On particular when you're writing to sell is a mistake. Use words in a simple and easy to understand way. Don't make your readers work hard. Don't make assumptions about the complexity off their reading ability about the type of level that they've achieved in terms of what they convene in terms of complex sentences with lots of long words in it. Don't use language that some of your audience may struggle to understand. Now, the first on the best word is you. This is the most important word in sales coffee because if you use it, you're writing for your audience and your answering the question. What's in it for me? Which is the question we've keep on coming back to In the 1st 2 videos, we talked about it. The reader wants to know what's in it for them, and if you talk to them as a you, you will get this benefit. You are really connecting with them and addressing them, and you're talking to them about things that matter to them. Now the next word is free. We all love a deal. Making a free offer like this course is a simple way to make an initial connection. Uses a hook to start building a relationship. But the word free has a magical connotation. And when somebody sees the word free in the centres there immediately ask himself, What's in it for me? What can I get for free? So really, really powerful word? Use it carefully, but definitely use it. The third word I really like put emphasis on is because on the reason is that when you're explaining something, then if you actually give some rationale for it, it becomes more convincing and your sales pitch will be more successful. You can use it as a reason to take action. This benefit is so and so because you will get something for it. And if you use the word because and if you give reasons behind things, the assertions you are making, then you'll be much more convincing to your audience and you will convert better instantly . That's a word I love. We all want it, and we want it now. If you offer instant gratification, you will get better conversions. Having established the desire in the context of what you're writing about. If you then explain how that desire can be fulfilled instantly, then you will really connect with the audience It's a fantastic word. Definitely. Make sure you use it. The next word is new. Now we all like something new. We feel they're getting something that other people haven't yet got. That can create intrigue and interest, and it certainly enhances desire. So I talk about my new video program, my new course, and people feel that it is more attractive because it's new, a great word to use. Use it carefully, but definitely use it. The last one Israeli three for the price of one. And it's all about the removal of risk, which is essential to closing the sale. The word proven substantiate the credibility of your product or service. The word results shows that you've actually got results on that Other people have benefited from them on the word guarantee, normally in the form of a 30 day guarantee, removes the downside. Risks the's air, really addressing potential objections that people may have to closing the cell, and it's really important that you bring them in and deal with it. So I know this has being very short. It has to be brief in a few minute video, but if you're just becoming aware off the importance of choosing the right mind grabbing word, then I hope this video has been really helpful for you coming up next. In the next video, we're going to look at six soft skills behind creating great promotional videos. And these are six simple techniques that you can use instantly to create promotional videos , which will convert better. I will be sending you an email in the next few days, which will have a link to the next video in it. So look out for that email in your inbox. Finally, our call to action. This is what I want you to do. Now. I want you to send me an email with three powers that you identifying anything you're reading in the next 15 minutes and explain to me why they had an impact on you. So send me an email with the subject line. Power words to John at j. B d colley dot com. So that's it for this video. Six surprisingly powerful words. I hope it's really gonna have an impact on your sales copy and your copyrighting. I'll see you very soon. In the next video 17. 16 Soft Skills: in this video, I'm going to talk to you about six soft skills behind a great promo video. So first of all, welcome back and thank you. Congratulations for making it this far. This is the fourth video in my mini copyrighting training Siri's, and I hope you're getting a lot of value out off the Siri's and out of the training. I think you're doing amazingly well. How are you finding it? Why don't you drop me an email? John J. B d Cali dot com on Tell me what you think of it. The emails also at the end off this video Now, are you a promotional video wizard? Try saying that when you've had a few. Creating a great promotional video is more than just making a pitch. Have you ever watched somebody else's video with or as they're super smooth? Sales technique lays out the snake oil Well, I've watched plenty off them and never really quite worked out how to do it, and I didn't realize that making a really impactful promotional video was as much an art as it is a science. So just imagine, once you've watched this video and you've absorbed this training how great it's going to feel when you can actually deliver a strong, an impactful message in your promotional sales video. Now the first thing is, I think you've got to turn up. I think it's actually really important, as I'm doing in this video to get in front of the camera. Now I know at first it's a bit strange, is a bit odd on Basically, it feels a bit strange just talking to this little lens on this little camera right now, but fundamentally is no worse than looking in a mirror. So I think I really need to encourage you to turn up and get on screen. It's so much more impactful. Your audience does want to know who you are, and watching your face as you talk and communicate with them is really impactful. Now you don't have to do this in every single one of your videos, but you certainly need to have it for a part so that they can connect with the person that they're actually listening to. The second skill I would encourage you to develop is that of authority. Confidence is everything. You need to know what you're going to say on then deliver it. Say it with riel authority. Now. I did a video recently where I put out a promo video and I was talking about Black Friday and Cyber Monday, and I got them completely muddle up in the timing orbit, and I said that Thanksgiving was on a Sunday instead of the Thursday But I'm getting video getting e mails and comments congratulating me on the confidence of my delivery. Even though I was completely messing up, I actually had to be recalled that segment and change the video. So saying things with authority and delivering your message with confidence is really important. Here we go again. What's in it for me? W I I f m. You have to address your audience needs in your promotional video. It's so important. I've mentioned it before and it's coming up. You'll notice just about in every video in this series, and your whole promo video should be obviously promoting your product or service or course or whatever it is. But you should be looking after the needs of your audience, and it's that underlying understanding off what your audience needs in communicating the benefits and solving their problems that is another current that runs underneath or video. And if it's done well, it's really convincing. But it's not obvious that you're just basically answering all their questions. You need to identify and resonate with your audience. So by taking this this this whole connection thing further, you can really make that connection. You can ask them about situations they've bean in, and then you can explain that you've been in that situation to I've been doing that in this video, Siri's because I have bean where you are now. I have Bean in situation where I really struggled to produce interesting and captivating copy and didn't realize that. Actually, it is to a certain extent formulate. But it's also in art, and there's lots of subtleties and innuendos about it. So I've bean where you are. I completely get it on. If you can convince your audience that you've seen where they are and that you get it, then you'll make that connection. The word imagine is incredibly powerful. If you can get your audience to picture themselves in a world with their problems solved, then lead satisfied, then you're gonna get moved them a long way. along the path off, convincing them to buy from you. So I always try and find situations when you're producing your promo video, or indeed any other copy where you can use the word. Imagine what the world will be like when, after using my product service course, you know your problem will be solved. You we wake up in the morning and you'll get all those passive income sales or whatever it is. But by getting them to picture themselves in that wonderful world with this problem taken away from them, your move them again towards wanting to buy from you feeling safe is a basic human need. On essentially what this means in a promo video and in the sales pitch is you have to get beyond their objections. Now the normal objections are have got enough money? I'm got the time, I don't believe you, and it won't work for me. Now you can address those with social proof and testimonials, and you can revolt. Remove the downside risk with guarantees, and we've talked about that before, and this is all about making them feel safe that by taking the purchase decision, they have their downside protected and they feel confident in what you're telling them will actually solve their problem. That what you're actually pitching them is true that other people have had results that all these other people have given you great recommendations. It's all about wrapping them around in a nice cocoon on making them hit that buy Now, button. Now I know this little video. Siri's is very brief, and we're touching on these points quite quickly. But we all have a great deal to learn about becoming more effective itself. And this is a continuous learning process. I learn something new every day. So just imagine what it'll be like when you're a killer copywriter because you've taken all this sales training and all this copyrighting training and really applied it in the work that you're doing. You see that? Imagine word again. So coming up next, I'm going to send you a link in an email. In the next few days on, I'm gonna look at the six common mistakes that we all make in our copyrighting on. I want to try to show you how to avoid falling into the this particular bear trap and losing your sale. So look out for that email in your inbox very soon. Now our call to action. This is what I want you to do now emailed me a link to a promo video you've made, or even one that you watch recently. And I want to know what would you do now to improve it, whether it's your video or somebody else's. But I want you to think objectively about the way the video has been produced on the way it's Bean is projecting the sale to you. Andi, I want to know what you do to make it better. So put subject line promo video and email me John at j b d colley dot com. So that's it. Sit soft skills behind a great promotional video. I hope you find it helpful, and I look forward to seeing you again very shortly in the next video 18. 17 Common Mistakes: in this video, I'm going to tell you about six common mistakes and how to avoid them. First of all, welcome back. Thank you very much. This is video five. I think you're doing fantastically well. I've really enjoyed the feedback you being sending. May eso please keep doing that. I really enjoy being engaged, engaging with you and thank you very much for sticking with me and sticking with this mini course. Learn from others. Mistakes always better that then learning form your own mistakes, Don't you think? So I do. Before I started studying to be an effective copywriter, I think I made just about every mistake in the book on I'm trying to help you not make as many mistakes. So just imagine how great it's going to be when you realize that you're saving time and money by not making these basic errors. The 1st 1 is all about energy. Is your writing in your delivery boring? You need to have some bumps in your words, Some real energy in the way you put your point across. You need have a punchy style humor, pace, spontaneity all these sorts of things to keep your your audience engaged with what you're writing. There's nothing more dreary and drab. They're not getting that that energy coming through on the writing. It doesn't matter whether it's a written or indeed like this and or of delivery. It needs to have energy and be entertaining. The next mistake people often make is all about sentences on day often write really long, convoluted sentences. Keep your sentences short. Keep your paragraphs short. Don't worry about what your English teacher torture in school. Two or three sentence paragraphs. Max is what you need when you're writing sales copy, because otherwise it just looks too dense and too blocky and too difficult to read on. People have such short attention spans. You need to make it easy to read and easy to understand. So a good rule is don't use a comma when you can use a full stop I lied with that is poor formatting. Now there are basically two types of readers. Some readers read every single line, but other readers scan and look at and just stop on the stuff that catches their eye and their interest. And you need to write your copy to meet both needs. So break up your text. I've already talked about short paragraphs, but use headers and sub headers. Use bold and italic use bullets numbers list. Make your text easy to read, and by doing that you'll find that a lot more people read it. What's the point? Are now what's the point you want to make? And you must make sure that whatever point you're trying to make in a paragraph or in a particular, you put it up front. You make it very obvious that that's the point you want to make. If you bury the point in the middle of a long paragraph, people will never get it. So always try and start your paragraphs by saying What point is this paragraph trying to make and you make that point first and then you back it up. Always ask yourself the question. What is the point? And then where have you put it on? Make sure you put it at the front. Now. Mentioning the price of something when you're making a pitch is a riel could be riel nightmare and you very easy to get it wrong. And it is all about timing critically. You mustn't mention the price too early because if you do that, all people will be thinking about what you need to do is take them through the whole sales pitch, set it up, put it in context on then you deliver the price at the end when they've got the whole story and they've got the whole context. And they had all their objections addressed in all this, and it's eventually a bit like going to a restaurant. Make sure they've had the full meal before. You give them the bill really, really important. But it's a very basic mistake. People makes call to action. Now, every piece that you write that you're writing for a purpose must have a purpose and therefore a call to action attached to it. What do you want them to do next? That maybe still subscribe to enroll, to learn more? Whatever it is, at the end of whatever you're doing, you need to tell them what you want them to do and be very precise about it. Otherwise, frankly, what's the point now? All this has been very brief when we've gone through it, but hopefully you've got some important lessons from it. Do you recognize some of those mistakes. I've made every single one of them. And if you believe it, be very exciting to be amore effective copywriter than I would love to invite you to become a part of my new program, the online copywriters Masterclass. Now I'm going to send you an email the next few days, and in the last video in this series, I'm going to give you a little flavor off what's in that masterclass to see whether it's right for you and see whether you think it might be something that you could benefit from by actually going beyond this basic training and doing something much more in depth and hands on. So look out for that email. It'll be in your in box in the next few days. So the final assignment, then, is a call to action. Of course, we must have a purpose to all this on. I'd love to hear about a mistake you've made and what you've learned from it, and if you just send me an email entitled My Mistakes and email me, John J. B. D. Cali, I'd love to hear from you and understand what they are. So that's it for this video. Six common mistakes and how to avoid them. I hope you found that helpful. And I'll see you again very soon in the last video. 19. The 18 Step Sales Letter Framework: This is the 18 step sales letter, so we're getting a little bit more complex and sophisticated again on this was put together by Craig Clemons. Now I've broken these down into three different slight, so you can see how these all hang together a bit more easily. Starting with the headline is very clear on We know a lot about how to write headlines. And then the sub headline has to reinforce the promise. That's a bit like the lead we talked about in a previous lecture so headline followed by sub headline, It's gotta be catchy and attention grabbing on their lots of ways to do that, then you need to ask the reader questions about the problem to show that you understand the problem. On that, you can push some of his his need buttons, his fear buttons, his desire buttons in those questions. Now I do this in some of my pages for my courses, where I say do suffer from the problem of not having enough students or do struggle to find ways to market your courses online. So you're asking leading questions which are reinforcing and also reminding the reader that they have a problem so that you're bringing it front and central to them to understand that this is a problem they need to address. Then the injection off an analogy or a story. It's a an example. A little mini case study, if you like. Which shows the problem and the solution on the story about a somebody who suffering from this problem and they were really struggling in life was very difficult. Many hero's journey, if you like. But then they found the solution, and they applied it on their life for so much better afterwards, you know, not too difficult to structure that in a few a few sentences. Then you need to empathize with um on the way you do. This is to say, Look, it really isn't your fault. You take away the responsibility from them and you say that there is hope. I know there, I've bean in your shoes. I know exactly what it's like, but by removing the responsibility and the guilt from them, you're making him an emotional connection. But you're also then taking control from them and enabling them to rely on you to deliver the salt the problem because now they're no longer to blame. Now they have somebody they can rely on and turn to for a solution. And at this point, you give away something really valuables. You give away something a key point or a key lesson, something which, frankly, even if they don't buy, they can go away and apply and makes things a little bit better because that builds credibility and builds authority. Then you bring in some proof you bring in some on example a result, a tangible, measurable achievement that shows that what you're saying can actually work. And then you need to explain what it is I'm offering. You know what's in it? So this is answering the question. What's in it for me? This is the product, the service. The solution on this is what it contains. This is the features and benefits will do more benefits in a second, but it answers the question. What's in it for me? And in this course, you will discover bullet points is where you can then bring in these benefits in bullet point form to make it very clear what the feature is and what the benefits associated with it is on. That makes it very easy to read and very easy to grasp. For the reader. It's now that there's a differentiation between who needs it and who doesn't. And what you're doing is basically clarifying in the mind of the reader that they need it So you can say something like, You know, Well, of course, you know, if you've always been successful or if you've always done this, then this really isn't something you need. But you know, full well that actually they haven't. And therefore they do. So you, you, you bake basically are showing two groups of people and convincing the reader that they are in the group of people who need the solution. Now it's the U. S. P. Differentiator promise, showing that you have something that's unique, that the competition does not have, that you can show that your product or solution has several very special elements which is completely original on. Therefore, that makes it even more attractive to them to buy. And then you can wrap up and summarize what you've being offering, what the promises and what the solution before you hit them in the price on the price. You know, this is only gonna be for X Y was said on its $15 or $97 or whatever it has to be. But you then follow the price very quickly with the guarantee, which is the taking of given them the price. But you take all the risk awakens you can say, you know, but Denver get this is backed by a 30 day money back guarantee. So if you don't like it, just hand it back and you get your money back and its base straightforward. Andi, Then you need a little sign off to say I look forward to seeing you in the course of something like that, A signature. I'd like to put a little picture of myself on the bottom because it reinforces that I'm a real person on. Then you can put a PS, which is normally a repeat of the call to action. And if you're doing this online, you attach a link to it. And if you want to, you can put a then and this is the recommendation for this structure. You then have your testimonials. You have three or four examples. I would probably put them in boxes at the bottom, which just reinforced the credibility off what you've been saying all the way through. So that's the 18 Steps sales letter. You will start to be recognizing various elements of this now that come from other letters . But as we're getting into a more detailed says letter, you'll see that there are more and more specific elements that you can bring in to make your letter even more convincing for your reader.