Transcripts
1. Introduction to Copywriting for Conversions: Hello, everybody. My name's Theo MacArthur on. This is a brief introduction to this course copyrighting for conversions, in other words, creating content that gets people to take a desired action. Whether that desired action is to make a purchase or to subscribe to an email list what it could simply be to click a link to visit a different Web page or website. Now copyrighting is one of the most important skills that you will ever learn for your business on. The reason for that is, first of all, there's a lot of competition online. It doesn't matter what we do. If it's worth well doing, there's going to be competition. But even if there were no competition, you still need to compel your visitors. Whether that be your website visitors or visitors to your social media pages, you need to compel them to take action. You could have the best website on the planet. You could have more traffic coming to that website than you could ever handle. But if your visitors are not compelled to take the action you want them to take, it's all for nothing. Now. This applies whether you are a dog walker, a dentist on author and artist on affiliate markets up. It really doesn't matter what you do copy. Writing is something that's going to be vital to your success. Okay, now briefly about me. I have over two decades experience off online marketing. In fact, my career started in 1995. During that time, I've built literally hundreds of websites and blog's. I also have now six years experience in e commerce, so experience in building and operating my own e commerce stores on as an Amazon seller in 2015 I decided to start teaching others and sharing my knowledge and experience. So far, more than 75,000 students have taken my courses all over the world. In fact, over 180 countries Andi, I've gathered over 18,000 positive testimonials and ratings for my online courses. All right now, I am going to kick off this course by explaining exactly what copyrighting is on dispelling some of the common misconceptions. I'll see you in the next lesson
2. What Exactly is Copywriting: So, first of all, what exactly is copyrighting? According to Wikipedia, copyrighting is the act of writing text, the purpose of advertising or any other form of marketing. And it's written content that aims to increase brand awareness and ultimately persuade a person or a group to take an action. No, this is partly right, but it's not completely right because copyrighting is simply writing words that get people to take some form of action. There are times that it's about brand awareness on Did the big known Brown's the big name brands, well known brands? They do a lot off brand awareness advertising, but for the most part, for people like us, it's very often not about brand awareness because it's about getting people to take an action, and that could be any action at all. It could be buying a product. It could be signing up to an email list, downloading a report or a guide installing an app entering a sweepstake, taking a survey, requesting more information, calling a phone number, subscribing to a service, visiting a website, watching a video playing an online game. So just about any action you can think off that we would want people to do now. The standard formula in copyrighting is attention interest, desire, action on do this formula has been working for well since the beginning off time. So some of the great copywriters were around 100 years ago and used this formula. And it's a formula that still works today, so therefore we use it. All right, so that's a brief introduction to copyrighting in the next lesson. We're going to get stuck in. See you in a minute.
3. Writing Irresisitble Headines Part 1: all right. Now everything starts with headline or the title. Now the first thing you need to know is that there are two things that we convey. When we were writing content, we convey features on. We convey benefit. So we want people to know about features on also about benefits. Now there's an old saying. Features tail on benefits cell on. This is very true. So try and get that into your head if you don't already know it. Futures tell benefits cell So let's look at some examples of features versus benefits. Long battery life That's a feature. Stay safe at night. That's a benefit. So I benefit to the person who buys it. Benefits are much, much more important to the buyer or the prospect than features are blends into the background. Now the benefit of that is that you can become invisible. Bigger buttons, not the daughter phone. That's a phone that is for people over the age of 70 or 75. The benefit of having bigger buttons makes texting easy. That's one of the benefits 100% memory foam. Now what's the benefit of that? Enjoy a perfect night's sleep. There are other benefits as well, But that's one of the benefits gel infused. This is a type of mattress that can keep you cool in the summer. Benefits. Stay cool at night, amplifies weak signals. Now what's the benefit of that? Watch crystal clear TV Remote viewing on a surveillance camera? That's a feature. But what's the benefit that one benefit is? You can keep an eye on your loved ones when you're not there. Zero glare on the Kindle paperwhite. Now what's the benefit of that? Because that's a feature of it. The benefit is read outside in the sunshine high in antioxidants. Now this is a feature off many things that you eat or supplements. This is cocoa powder. As an example. What's the benefit of high in antioxidants? Combat the effects of aging? That's one of the benefits. Now the best headlines will convey benefits and, ideally, 2 to 3 benefits. So here are some examples in the 1st 1 is for a snack bar. Sustain energy that's a benefit. Recover faster that's a benefit, sustain energy and recover faster with Warrior oats snack bars. There are two benefits in that headline. Here's another one for the same thing sustain energy on recover faster to benefits with Warrior owes tasty snack bar, so that's the third benefit it taste nice. Eliminate acne and hydrate your skin to benefits. They're eliminating acne and hydrating your skin. Same thing, but with three benefits. Eliminate acne bright in your look and hydrates your skin. Advance longer lasting formula for faster results. No longer lasting, you could argue, is a feature as well. Sometimes there is a crossover. Some features are also benefits and vice versa. Faster results is obviously a benefit, but here is worn with more benefits advanced, longer lasting formula for faster results. Andi. More vibrant skin. Protect your pet and travel safely with the Dogu seatbelt. Protect your pet. That's a benefit. Travel safely. That's another benefit. But here we have three benefits. Protect your pet. Keep your car clean on travel safely with the Dogu seatbelts. Now nearly every good headline that you see online or offline is based off stolen ideas. 99% of these ideas are traced back to the original grades. People like Robert Collier, who was around about 100 years ago, Claude Hopkins around about 50 years ago. They came up with all of these ideas on now, what you see is that virtually every headline you see is based off these original ideas. So although we don't plagiarize anybody else's headlines, we don't just copy and paste someone's headline. What we can do is we can use Ah formula. I'm pretty much fill in the blanks, which makes it so much easier. We don't need to be especially creative or especially clever. We can just use these formulas on pretty much fill in the blanks. Now, before we continue to the next lesson, which is part two off creating headlines, I want you to go ahead and download the cheat sheet on. I want you to have that in front of you for the next lecture, so download it if possible, print it off. But if no at least have it up on your screen for the next lecture, so we'll see you in a minute.
4. Writing Irresistible Headlines Part 2: right here we are back with Part two off a writing, irresistible headlines and titles. Now there are various different types of headlines. List headlines work very well. So, for example, three ways to three steps to the seven best the top 10. So let's take a look at these four headlines here. Three simple ways to get out of debt quickly. Three. Simple steps to get after debt. Quickly take these three simple steps and eliminate debt fast Debt free. Living in three simple steps. They're all saying the same thing, but which one is the best? Well, it's the 3rd 1 Take these three simple steps and eliminate debt fast now. The reason for that is because using steps instead of ways is going to be better. Because if we say three simple steps instead of three simple ways, then people psychologically, they feel better about it because they like to be able to follow steps. People like to be able to follow instructions. So steps in pies, instructions. It's like Do this, do this, Do this. If we then say take thes three simple steps instead of just saying three simple steps that is an instruction. It's a clear instruction. So there's more power in this headline on. Instead of saying, Get out of debt quickly will say, eliminate that fast because it has more power. Now all of these headlines are okay, even the last one. Debt free Living in Three simple steps. But the 3rd 1 down will very likely get the most click through. So the most people who click through from that headline to read the content that's associated with it. Now let's look at some or list headlines. Five ways to make batteries last longer. Five Ways to double battery life Now double battery life is better than saying Make batteries last longer because that's very, very How much longer? 5% longer, 10% longer. But if we say double battery life, that's quite specific. Five. Easy ways to double battery life. Thus, even better, because we're telling people it's easy. They don't have to do anything complicated here. The last 15 simple tricks to double battery life and save money is the winner here because , first of all, we're using the word tricks instead of ways, and that implies that it's a fast thing. Something very quick. You can do on double battery life and save money. So everybody knows that if you double battery life, you're going to save money on batteries. But my saying it were reinforcing it now. The next warm 10 things you never knew about your iPhone. 10 Amazing iPhone hacks, 10 iPhone hacks that will amaze your friends. That shouldn't be the word making there. So sorry about that. It should be 10 iPhone hacks that will amaze your friends or impress your friends with these 10 little known iPhone hacks. Now the winner is the last one. And here's why. Because by adding in little known iPhone hacks, the reader thinks to themselves, subconsciously, that these 10 hacks they will be able to impress their friends because they're friends won't know about them. These are little known iPhone hacks on. People do like to impress their like to impress their friends, like to impress. There appears it's a human trait. Okay, now, how to headlines. This is another great type of headline. How to do How to Be how to do X without X, How to be X without X. Let's look at some examples how to make the perfect cup of coffee. How to make the perfect cup of coffee every time. Now the top one. How to make the perfect cup of coffee? That's very boring. How to make the perfect cup of coffee every time is better. How to make the perfect cup of coffee without a coffee maker? That's even better. How to easily make the perfect cup of coffee without a coffee maker. That's the winner. Here we are doing X without X. So we're making the perfect coffee without a coffee maker, and now we're going to be able to do it easily next. How to attract women, how to attract women naturally on the top one. How to attract women. That's nothing very boring. How to attract women. Naturally, that's a bit better. How to attract women naturally, even if your butt ugly now that's better. Now we're really talking on the last one. How to attract hordes of women Naturally, even if your butt ugly that is the winner, this will be aimed our young men between the ages of about 18 to 26. That will be the Target age group for this sort of thing. As far as they're concerned, attracting horse of women is better than just attracting one on. A lot of young guys are lacking in confidence, so basically this headline would work incredibly well for that kind of target audience. Now here's some more how to be a successful entrepreneur, how to be a winner in business and live the life of your dreams. The 1st 1 how to be a successful entrepreneur is completely boring. It doesn't really say anything much at all. The 2nd 1 is better. The 3rd 1 How to Be a winner create wealth and Live the Life of Your Dreams is even better again because although it saves the same thing as winner in business, How to Be a Winner in Business says the same thing, really, as how to be a winner create wealth. But we're being much more specific about it on how to create wealth and live the life of your dreams. And the winner, in this case is the 3rd 1 on. Here's another one. How to be a warrior in business, enjoying the wealthy elite that's know about how to be a warrior in business, enjoying the wealthy elite in just 52 weeks. That is much much better because we're putting a time on it. We're making a lot more real, a lot more specific. How to be a warrior and reach your business goals fast. Not bad, but not really great. How to be a warrior in business and join the wealthy elite. Even if you're virtually broke. No. Two on four are the winners here. Both of them are equally escort as each other on. We may use different headlines in different situations on for different target audiences, but both of these are much more specific on would get higher click through rates than one on three. All right now, hi, click through headlines or titles. Now these are the types of headlines and titles that get a lot of attention. So, for example, you won't believe or incredible story. So you won't believe what this dog did when he met his new family. It's not about headline it all. This one's better, though you won't believe this dog reaction when he met his new family. It's more specific. This one is better yet you won't believe your eyes when you see this dog's reaction to his new family. But this last one you won't believe this forgotten dogs reaction when he meets his new family. That is most definitely the winner. Here we are evoking more emotion in the viewer in the users. So the person who is looking at this headline, you won't believe this Forgotten dogs reaction. They know this is a happy story. Has a happy ending or a video, whatever it is. But using this word, you won't believe this Forgotten dogs reaction. This is basically creating empathy between the reader on the dog before they even have click through to read the content on here. Some or now I haven't underlined or selected any of these because these are all very good headlines that would get good click through race tears of joy when unrecognisable dog turns out to be long lost family pet Incredible story of the girl who wasn't allowed to grow up incredible facts about the human brain that science can't explain. Terrifying moment. When buggy rolls towards cliff edge, the chili moment atop there is almost abducted in a shopping mouth. You won't believe what this school teacher does when he gets home every day. So all of these air creating a lot of curiosity. Wow, I need to see this. I want to know what happens next. You won't believe what this school teacher does when he gets home every day on readers are thinking, Well, I want to know what he does. Do you understand where I'm coming from here? Hope this is making sense to you now on your starting to get a feel of how to do this for yourself. Next. We have question headlines, question headlines again. Another very good type of headline Is the universe infinite? The implications are mind blowing. So ask a question on then perhaps say something else. Sometimes the headline is just a question. Are you suffering from O. C. D? The answer might surprise you. Have you got body treasure in your backyard? Here is how to find out. Are you struggling to attract girls? Here is why is your child autistic? Check these early warning signs now. Are you paying too much for your electricity? Here is how to save up to 40% on two. None of these air underlying and selected because all of these are equal. So all of these headlines and titles are designed to create a high click through. No, you have your cheat sheet downloaded. Hopefully, if not, go ahead and download it now from the last lecture. Andi, look at the Cici. The different types of headlines that we've covered here are covered on the cheat sheet, along with more examples. So go through each type of headline. The list headlines the how to headlines the question Headlines like these on the height. Click through sensational type of headlines. Look at how you can use that cheat. Shoot to fill in the blanks and create your own headlines like thes. Watch this lecture again if you need to, on use it along with the cheat sheet.
5. Writing Content That Sells Part 1: Okay, now that we've looked at headlines, let's start taking a look at writing content that sells now. It doesn't really matter what you're selling. It could be something as big as a house or something as small as an email submit or a free download or a 99 cent e book or a free trial to a service. Even though you are not selling an actual product, as in, say, a free download, you're not selling a product and email submit. You're not selling a product. You are still selling something and everything that you write that has the intention off. Getting somebody to take an action is ultimately with the intention off making money. So ultimately something is being sold. Same applies to a free download. If you want somebody to download something for free, then clearly there's a reason for that. You're not doing it for charity. You're doing it because in that free download somewhere there is something that leads to a potential sale. So everything is selling Now. Here are some basic rules we're going to cover this first. No every piece of content that you create should be selling something now content that's actually selling something, and we've looked at that that could just be a free download or an email submit. Or it could be a product or a service. We call this type of content sales, content, money, content, sales post whatever, as opposed to content that we write that basically doesn't actually sell anything. So when we're creating content, we should go by a very general rule off, creating one sales post to two non sales posts. When I say posed, this could be an article on your Web site. It could be a post on social media or anything like that, all the next basic rule for creating content for the Internet. So for the Web is that paragraph should be short. This is not like writing stuff for offline. You're not writing essays. You're not a writing academic papers. You're not writing a bolt. It is entirely different when you're writing content for the Internet. It needs to be very easy to scam through, so the user can read through it quickly, and so we use short paragraphs very short and 2 to 3 sentences a maximum. We also like to highlight certain parts of the content using bold underline and italics, but we need to use them sparingly. So if you overdo, it looks a little bit spammy and messy. There should always be consistency between the headline or the title. They're both the same thing, really, on the actual content. So you don't want to have a headline that when the reader starts to read the content or clicks through to the contain, is not congruent with headline. So there's no consistency, so there must be consistency. You should also write for the common man. Now what do I mean by that, right? For the lowest common denominator, We don't want to write anything that we would be excluding a certain part of the population . So those people who perhaps are less educated. So we've got different segments of the population. We've got those who I graduated from college and gone on to further education. After that, we've got those who didn't even go to college. We want to make sure that everybody understands what we're writing on. Therefore, we write for the lowest common denominator on one of the things that we can do there. To make sure we're doing that is never used long words when a short word will do instead. Now, just because we right for the lowest common denominator, that doesn't mean to say that we should have tons off spelling mistakes. Andi. Tons of grammatical errors No writing does not need to be perfect. I don't mean that, but there are lots of common grammatical errors that are made by a lot of people. Even I myself made mistakes even now, and I've been creating content for years and years and years. So there are tools that we can use to check as we go along basically and pick up errors on help us to correct them on the one that I like to use is Graham early. It is a chrome extension on. It's completely free now. There is, ah, paid version of its well, but you don't need it. I don't even have the paid version myself, so you can go to grammar li dot com on. You can download that, and that is an extension for chrome. I don't believe it's for any other browser. I think it's just for a chrome now. We also need to include images on the longer that the content is the more images we need, so we use various things to break up the content. There should always be at least one image, though, so we need to have a main image. And then we may have some other supplementary images as well, depending on the length off the content. Now here's some things you should never do. You don't copy and pay somebody else's work now. This is not the same as sharing, so there are many places where we can find content to legitimately share, but you can't just go and copy and paste content that's no available for sharing. So we don't do that. Andi. We don't use content spinners to rewrite existing articles or a post on. If you don't know what a content spinner is, it's basically software where you copy and paste in. An article on DIT spends it and basically rewrites it. Now. Don't use those unless you are willing to go through the spun content afterwards, uncorrected because usually it reads terrible. We need to write for the reader, for the user. We don't want to put junk that's difficult to read on our websites, and we don't want to put stuff like that on any social media pages, either. We don't want to pay to have somebody else turn out very low quality stuff that nobody will ever read. Paying for very low quality stuff on. I will tell you that it's not easy to find decent quality writers, so people who will write stuff but others actually want to read is difficult to do that they are out there. But there no easy to find. You don't want to click bait your headlines now What do I mean by that? It means creating a very sensational headline that actually has nothing to do with the content that you have written just in order to get somebody to your website. So that's not a good idea. And in fact, some social media sites have really clamp down on this, and they don't like this kind of thing. So we really want to avoid click baiting. All right, so that was the basics of creating content. Let's move on and go into things in a more detail and look at some examples as well
6. Writing Content That Sells Part 2: Okay, let's continue our look in more detail about creating content that sells. So let's first look at the different types of content that you can create. We've got how to guides. So, for example, how to travel the world on under $10 per day on how two guys are very, very popular. It's a great type of content to create educational content. Example learned to create the perfect Power Point presentation that kind of speaks for itself. Sensational. For example, another celebrity arrested in ongoing investigation. Controversial content is always good. E j. Proof that the Big Bang theory is a hoax, a product or a service review. Pros and cons off the new iPhone eight, for example. Now we are going to in the next section. We are going to cover reviews in depth because I know this is something that many of you are going to be interested in doing. Feel good content. Example. Kitten dumped in freezer is rescued in the nick of time solution to a problem. The natural way to cure insomnia. Answer to a question. Why do some kids get bullied while others don't? So this covers most of the kind of content that we would rage. Remember, we looked at this before. Attention, interest, desire action or ADA for short on this formula. Remember, it's work since the beginning of time on Reuse it. It still works today. So all of your selling content, So your sales posts or your sales articles, whatever should follow this formula. Attention, interest, desire, action. Now you to be more specific for attention is the title, so the title should grab the attention off the reader. If he doesn't, they're not going to read the content. The title also generates interest, so it gets attention on. It starts to generate interest on. We continue that interest on in the actual content, so we continue it through the first paragraph on Beyond. It's very important that your first paragraph is good so that the reader will continue to read desire. We introduce somewhere in the content. It could be the third or fourth paragraph. This is a guide. It's a general guide. Action now that's the call to action. This is where we get the user to take some form of action, the action that we want so that could be to buy a product or service. Or it could be to sign up to an email list or download a guide or install a game. We've talked about this already, so we introduced that somewhere within the content, not too close to the beginning, perhaps the fourth paragraph or later. Now here is an example Now I created this headline earlier for the headlines Lessons as an example. So I've now created some content around his headline. Take thes three simple steps and eliminate debt fast. Now I'm going to show you here. How have used a formula now? The first paragraph is interest. It's generating interest. Do you feel like your debts are destroying your life? Is your situation caused new stress, anxiety and sleepless nights creating interest but also relating to the reader? You are not alone. Every week, more and more families find themselves in what feels like a hopeless situation. It's not their fault. They want to pay off their debts, but the bills keep coming in or the car news repairs or the kids need new shoes. Sound familiar? So interesting. Aid on relating to the reader. If so, there may be a solution, a solution that's already been used by thousands of other families in similar situations. If you could be debt free within a year, what kind of difference would that make to you right now? To be able to see the light at the end of the tunnel and know that you are on the road to a better financial situation for you and your family, that's desire creating desire, so creating that feeling so that vision off having a better life. What kind of difference? How would this person feel if they knew they were going to be debt free within a year? How would they feel to know that they are on the road to a better financial situation for themselves and their family, that they can see the light of the end of tunnel? So that's creating desires. Who wouldn't want that if somebody was in a lot of debt? Who would not want to feel that relief off, knowing that they were on the road to eliminating their debts on within a year? And now the call to action? There are just three steps to getting on the road to being debt free. Step one is to visit and then you have a link in here to on affiliate product, an affiliate service debt, consolidation of debt reduction, that kind of thing. You will be treated with respect and understanding. McDowell and Co. That's fictitious, by the way, specialize in helping people in your situation. I may even be able to have some of your debts completely written off. So a year, what I'm doing is the call to action on reinforcing it with you will be treated with respect and understanding. So I'm basically getting rid of any fears or objections they may have. That may feel a little bit intimidated, but I said you'll be treated with respect and understanding on then I've ended it by saying You may even be able to have some of your debts completely written off now. Clearly, I wouldn't say any of this if it wasn't actually true. So this service that I'm linking to here and getting paid for us an affiliate this would need to be true. So it would need to be true that it's possible that they may even be able to have some of their debt street. No, I don't say that you will be able to I say you may be able to. All right, so that's a short piece of sales content. I could have gone on after the call to action. I could have written MAWR. I could have done more, reinforcing a more reinforcing and then had the link again later on in the content. No, the next one aunt. This is one that I thought I would just do this because it's kind of funny, really, how to attract hordes of women Naturally, even if you're about ugly, so we already have the attention on the interest in the title, we need to now follow up without interest in the first sentence. Imagine the woman you desire is thinking about you right now. In fact, not just thinking about you but also plucking up the courage to ask you on a date. You might be thinking it'll never happen, but you'd be wrong. Did you realize there's one thing that every single woman is obsessed with on that one thing, holds the key to winning their attention on. It has nothing to do with looks. So there's the consistency with the title Andi. Now we have the reader hooked. They want to know what is this thing that every woman is obsessed with. Very few men even know this secret obsession exists on those that do don't want to share it . So there we go. We're making it really exclusive here. The reader now is really desperate to know What is this thing? What is the secret obsession? Once you know it, you'll be able to make virtually any woman desire you with so much power. But she won't be able to stop herself from making the first move. That's right. Once you know every woman secret obsession there you will be asking you on dates. Now we have the desire. Now we're creating the desire. So we've gone attention, interest and our desire. The best thing about knowing the obsession is that women won't even know that you know, they will be naturally attracted to you. So desire again Once again, this obsession has nothing to do with your looks. Even the ugliest guys can enjoy the attention of the hottest women. And now the call to action. Are you ready to start exploiting the secret obsession? Watch this short video now linked to affiliate product on most of these types of affiliate products. have sales videos on the sales page on the sales pages. Do an excellent job. So job done there with this post. All right. Now, hope this is starting to make sense. Okay, even your non selling content has a purpose. So remember, in the last lesson, we said that we don't want every piece of content we create to be selling something. We want it to be roughly a ratio of two toward so roughly a ratio off to pieces of content that don't sell anything to warn piece of content that does, but these non selling pieces of content. They still have a purpose it could be to attract readers to your websites. Are loyal readers, funds and followers to your social media accounts? Andi, It could be to keep people on your site, the longer no, that increases the chances of them clicking on on ad or a banner on your website. Or it could be to lead them to another piece of content, which does sell something. So in the first case, one or two, what I'm too. We need to create attention, which we do with our title. We also need to her create interest so we still need to put some effort into these posts now, in the case off three, where we want to lead them to a piece of selling content. We're also going to have a call to action in this piece of non selling content. On that call to action could very well be just something like Click here to read more where we lead them to the sales content. OK, so don't put all your effort into your sales content on no effort all into non sales content, because although your non sales content it doesn't require quite as much effort is not quite as important, it still has a role to play. All right, see you in the next lesson.
7. Writing Content That Sells Part 3: All right, let's talk about painting pictures. I don't mean literally. Don't worry. Not going to have to learn to paint or anything crazy like that. I'm talking about words now. We've all heard the saying A picture paints 1000 words, but words should also paint pictures on the more vivid the picture that we can pain, the better if you think about decent authors or even half decent authors that a write fiction and nonfiction so either they can paint pictures in our heads. So if you start to read a book and you forget that you are reading so you were actually almost living it, so it's happening there in front of your eyes. That's the picture being painted by the author. You forget you are reading. You may as well be watching a movie on D. That's why authors that can do this. People buy their books, their next book and their next one on their next one of their next one. They want every book that comes out. Copyrighting is also about painting pictures, so it's about the formula that eight of formula attention interest is our action. But it is also about painting pictures So let's take a look at a few examples. These air for tangible products on the 1st 1 is bath bombs on Amazon. Some of these are really from the actual Amazon listing Are some of them I made up, so you can relax yourself in the fizzy water that's painting a picture. The reader can imagine themselves relaxing in the fizzy water feels like you were on vacation in France, So you get this vision of being in France. The silky water will soothe your skin on give you a spar like experience again, painting pictures Be the most hip host off your housewarming or cocktail party. This is for some fancy metal cocktail stirrers. Andi that paints a picture because anybody planning to buy these they're not buying them so they can sit alone in their house with this fancy cocktail stir. They're buying them because they want to impress people. So be the most hip host of your housewarming or cocktail party that can get this vision off their housewarming or their cocktail party. Andi, you could enjoy your favorite walk or hike stress free for a dog nopal harness. So again, painting a picture in the reader's mind. Any shopper who is looking at this nopal harness. Clearly, they have a problem with their dog pulling. They want to be able to walk and go in their favorite places with their dog, but they wanted to be stressed free. They want to be able to enjoy it. So painting a picture there, This is the content that we looked at in the last lesson about eliminating debt. So here I'm going to point out where I have painted pictures is your situation caused new stress, anxiety and sleepless nights that's painting a picture. The reader can imagine this. Most likely they are going through it so they don't really need to imagine it. Just remember what it was like the night before the bills keep coming in or the car needs repairs or the kids need new shoes. Very likely. This is a situation that they can picture because it's a situation they relate to. On here. I'm painting a nice picture. If you could be debt free within a year, what kind of difference would that make you right now? To be able to see the light at the end of the tunnel on know that you are on the road to a better financial situation for your in your family painting. Ah, bright picture. In the reader's mind, you will be treated with respect and understanding. That's also painting another picture. They can envision themselves speaking to this debt consolidation of this debt reduction service on being treated in a friendly and respectful manner. Okay, No, this one. Imagine the woman you desire is thinking about you right now. In fact, not just thinking about you, but also plucking up the courage to ask you on a date painting pictures in the mind of the reader. He is now imagining this woman because he sure as heck has worn perhaps more than one that he thinks about a lot on. He's no imagining her plucking up the courage to ask him on a date. You'll be ultimate. Virtually any woman desire you with so much power she won't build to stop herself making the first move. That's right. Once you know every woman secret obsession, they will be asking you on days now he can imagine them asking him out on days he can picture in his mind. Women won't even know that you know they will be naturally attracted to you. So now he gets a vision off all these women being attracted to him and him being one up on them because he knows something they don't know hand. Even the ugliest guys could enjoy the attention of the hottest women. Well, that needs no explaining what the vision is. Their vision is hot women. All right, so here's some content by my Geary. My Geary has sold literally tens of millions of dollars worth off info products, so it's safe to say that he is pretty Gord at this kind of thing. Damaging your joy is disrupting your hormones rapidly, ageing your skin and even leading to diabetes. You were painting a kind of bleak, horrible picture. Now the reader may not be able to visualize disrupting their hormones or even diabetes, but they can definitely visualize and even imagine what it would feel like to have damaged joints on bacon. Certainly visualize themselves having rapidly aging skin being really shaken out of your slumber by that stupid alarm clock buzz buzz buzzing in your ear for that needs no explanation on old version of yourself, staring back through the mirror with bags under your eyes, dry and graying, hair wrinkled and drying skin. Now that's a very bleak picture, but it's very vivid, and it's very riel. So the reader here gets this vision off looking in the mirror. They can imagine himself looking in the mirror, and they can imagine this horrible sight off bags under their eyes. Gray hair on wrinkled and dry skin start melting away. You're embarrassing belly fat. Now that is painting a brighter picture. In fact, that is painting a very encouraging picture, a positive picture melting away the belly fat so they get this picture or themselves getting slimmer. The days of waking up, feeling young, alive and paying free are here. Now that's painting a really positive on bright picture. They can picture themselves waking up, feeling amazing, feeling young and full of life on having no pain. All right, now, if you want to see a lot of different examples about painting pictures, I suggest you head over to click bank dot com. Andi at the top of the page, click on Affiliate Marketplace. There are several different categories. You can select one right here for this example. I've selected Green energy or green products. I think it's called now. What you were looking for is products with a high gravity, because if you want to check out the pages so the sales pages for these products there's no point in looking at those that are not converting to sales very well. You want the high converting ones to give you a good idea about how pictures are painted with words on how you can start to do the same yourself. So you need to look for listings with high gravity, so the gravity you can see right here it's on every single one. You look for a gravity off over 100. Those are the ones you want to look out. Don't bother looking at the others. Just look at those with a gravity over 100. What it actually means, by the way, gravity is related to the number of affiliates who are making sales with this particular product. So it's not the number of sales, so you could have one Philly it making 50 sales a day. But if that was the only affiliate that was actually making any sales, the gravity would only be one. So the higher the number of affiliates making sales, the higher the gravity. This is a very, very good indication off how well the sales paid for this product converts, So look for gravity of over 100. Now. If you saw the results by popularity, you will generally see the higher gravity results of the top. Now, a lot of these pages are what we call video sales pages, which means that there is no written copy at all on the pages a video. So you'd have to play the video in order to hear the words spoken on, understand how they're painting pictures. But many of them have written sales content on the pages as well as a video or instead, off on what I suggest you do is to look at a few sales pages in different categories. So perhaps look at one here in green products, then choose another category. For example, computers on look at one there or cooking. Have a look at one there, so just look at a few different categories. Don't just look at all in one category. Look around a few different categories just to see how it's done across the various niches because what you often find is that within one neige, there's a lot of similarities to the sales pages. So look through a few different niches to get an overall idea of how this painting pictures with words is actually achieved. Okay, see you in the next lesson.
8. Writing Pre Selling Content: No, I would like to explain what pre selling is now. Imagine that our house was for sale. Now the estate agent pre sells the house in the advertisement. Andi, possibly over the telephone as well, or communication some form of communication with the interested person. So prospective buyers. But the buyer isn't sold when he or she reads the advert Isman. Nor are they sold when he or she communicates with the estate agent, they are not sold until they go to the house. They visit the house and they look around. Now there are more steps to it because it's a house, but you get where I'm coming from. So the advert Isman on any communication, perhaps as well between the estate agent on the interested party. That's a pre sell it now, as an affiliate, your sales content will always be pre selling because you do know actually sell the product or the service. It is not you. You are merely an affiliate being paid to direct people to the product and service to the actual offer sales page. So you being paid a commission for sales made like that, but you are no selling anything, are such because you don't have the product, you don't own it. How much pre selling you do is going to depend on how good the offer sales pages is also going to depend on the price off the product or the service. Andi. It's going to depend on the nature off the product or the service, so sometimes we only need to do a little bit of pre selling on. Sometimes we need to do quite a bit more. If the page the offer sales page does a really good job off actually selling the product or the service or what every tase then we don't necessarily need to do. A lot of pre selling pre selling is warming up, so we are warming up the prospect. Additionally, if the offer is on Lee $5 or $10 clearly there's not as much effort involved, actually make that sale we don't need to do is much pre selling. If the offer is $1000 then we'd want to do much more pre selling because we want to get that person at least 75% of the way there before they go to the sales page on the sales pages just going toe basically push them over the edge. So that's what we need to be doing when we are actually promoting something that's very high price. We need to put a lot more effort in Andi. It does also depend on the nature of the product or the service, because some things require less thinking about on. That's not just about price. So if we are ascending someone to Amazon, for example, we don't need to do quite as much pre selling as if we were sending them somewhere they were not already familiar with. Because when someone goes to Amazon, they already are familiar with Amazon. Well, at least 90% of people are so therefore we don't have as a much work to do before we send them there, and when they get there, they're on a site they already know. So it depends on the nature off the product or service as well. Now, if you are selling your own products or services, the entire burden is on you. So that means that you, of course, are the seller as well. So there's no sales pace that you can send people off to to allow that sales page to do part of the work for you, so you need to do it all know the advantage. Of course off that is that you have more control. So not all sales pages are really that good. Now, if you're the one that's actually doing the selling, you don't need to send them to any sales page, and you don't need to worry about the mean put off by getting to a sales page. It's not very good on. Of course you can still pre cell so you can create pre sell content, then directs them to a page on your website where they can make a purchase. No, these examples here that we looked at earlier this is pre selling. This is a pre selling post, as is this. This is pre selling as well. I am sending the reader away to another website to the website on the sales page where the product is actually being sold
Theo McArthur, Easy to Follow Marketing Classes
