All language subtitles for 03-Interview (Copywriter) Carlos Redlich

Is this thing on?
You working?

Hey, man.

Oh, hey, it's you guys again.

The funnel closers.

What the fuck is up?

That's what I'm talking about.

Listen, I know that I at first I told you

all you need was a funnel maker, but if
you really want to turn your shit up and

increase your revenue, it's the words
that matter.

So I've got my personal word.

Slinger copyright extraordinary Carlos

Redlick to come and put on a presentation
for us.

Yes, there's going to be an offer at the
end of it, because listen, you're going

to need the services of a good
copywriter.

I have burned through fucking dozens of
them and well, this has been with me for

about that time, and it's probably about
six months.

And I've known and watched him for a
little over a year.

And so I fully endorse him.

He's done great things for a lot of my

clients. And so I wanted to put this in front of

you so that a, he can teach you about the
power of copy, but B, so that you also

understand that funnels aren't just
pictures, they're pictures arranged with

words. So I'm just going to introduce him and

let him take it over.

So, Carlos, are you there, my man?

Hey, man, I'm here.

Appreciate having me on the call.

Awesome, dude.

Well, it looks like you came equipped

with. Four points and everything else.

So I'm just gonna let you take it over,
my man.

Thank you for doing this for my people
too.

I appreciate it.

Sweet man.

So, yeah, hopefully everybody here has
got some kind of pen and paper and stuff.

We'll be, we'll be rolling through these
little bit fast.

More essentially I'll dive into what the
presentation is going to cover.

But essentially there is a few different
parts to a fundamental right.

There's the Facebook ads, there's sales
pages and landing pages and then there's

emails. So all three of those elements are going

to be covered throughout this
presentation.

So just make sure you have some kind of.

Deep or some kind of pen, or if you're

recording this or whatever.

And that's good too.

But if you can write this thing down,
it'll be better.

Oh, look at that.

So anyway, it would be better if you can

write it down.

So OK, so who the heck am I?

Ryan did a really great intro for me, so
I appreciate that.

But just my own intro would be is I'm a
lifelong martial artist.

I've been training martial arts since I
was 12 years old and I'm 30 now, so it's

been a while.

And the salesman, direct response,

copywriter, and I also sell my own stuff
online.

I'm the founder of.

I love G kundo on Facebook and it's one

of the things that I've done just being a
martial artist.

I always wanted to be around in.

When I used to own a couple MMA schools,

I was around it, but I didn't want to
always own schools, I wanted to go

online. So the power of being able to kind of do

my own stuff online and sell stuff in the
martial art, and it's what I've always

been interested in through funnels and
through copy, that's been really

powerful. So let's just go ahead and dive right

into it.
So here's what you can expect today,

we're going to be covering what makes
people want to actually buy.

We're going to go over how to remove the
fear of buying, how to influence action,

how to write emotionally charged Facebook
ads that get results.

Now there's two forms of this.

There's a long form way to write Facebook

guys and there's a short form way.

So we'll go over both of those.

And this presentation, if I can get
through it with the speed that I'm doing,

it should be about 45 minutes to an hour.

So we'll be going pretty quickly.

And at the end, just like what Ryan was
saying, I'll offer you my lazy

copywriting course and really only one of
two things is going to happen.

You're either going to see the value and.

Order or.

You won't and that's still cool and you
still get the value of this training.

So it's pretty cool, pretty simple.

Alright, so let's get rolling some people

principles. So one of the things you want to keep in

mind is that people want the magic pill
and they literally pay virtually anything

to get it.

You see this a lot in supplements when

people are selling essentially weight
loss solutions and they make the pill

sound like it's like the end all to be
all thing to burn off all the weight.

That right there is selling the magic
pill and you can do that pretty much any

industry. You just got to figure out what the

problem is.
That they want to solve, right?

The other principle people hate work
there is actually a very cool it was an

old book and an old promotion that ran
around that shoot, maybe it was 30 years,

I'll forget, I forget the actual date.

But it was called the lazy man's way to

riches, and it was a huge success.

And it basically played on the whole

premise of people hate working, and
they're so busy working that they never

have enough time to get rich because they
always working around the clock, right?

So people hate working.

If you can keep in mind that people hate

work and that they want the magic pill,
your copy will be a little bit easier.

To write another one is that people buy
hopes and dreams.

Now here's actually a pretty funny story.

And if anybody here is a salesperson,

which I'm sure you sure all of you should
be if you're in the funnel closures

group, the funnel closers group is that.

Understand already, at least to some

level, that people buy hopes and dreams.

And there's a funny story that I won't

mention his name, but what he does is he
sells these little wristbands that are

supposed to like make you all balanced
and stuff like that.

I'm not like an expert in his industry,
but what he does to sell these bracelets

is important.
And what he does is he tried selling all

these bracelets at like car conventions
and boat shows and things like that, and

he still sells them there.

But when he realizes he would only get a

certain amount of sales when he was the
one selling and he's kind of like.

He's like a not so attractive dude with a
beard and all this.

He looks a little grizzly right?
He's not the nicest looking dude.

So he was able to get some sales.

He was able to talk and stuff, but when

he hired 7 models to come and work for
him and slang these bracelets for him, he

was able.

I forget the exact numbers, but he was

able to like damn near 10X his sales
because people were buying hopes and

dreams. He quickly realized that the people at

these boat shows were essentially you
know.

Older gentleman, you know, an older being
my age, really, like not even that old,

30 plus years old, 30 something years old
going to going to these places and

they're looking at these models.

They want to talk to them.

And so here's what he would have the
models do.

He would say essentially since they're
getting hit on every day and they were

getting people asking for their telephone
number, he's like, well here, take this

phone. We're going to call her burner phone.

If you're not familiar with what a
partner phone is, it's like the cool kids

slang term for like doing illegal
business on that phone and then throwing

it away or whatever.

That's like your burner phone or

whatever. It's the throw away.

So essentially.

This was their burner phone.

And so whenever somebody would come up,
come up to the supermodels or the models

or whatever and say, hey, you know, I
want to take you out or whatever, they

would respond with something along the
lines of hey, you know, i really want to

go out with you, but I can't until I sell
like 100 or 150 of these bracelets.

You think you can help me out?
I really want to get out of here and do

something, but I got to sell this stuff
1st and so these guys would buy the

bracelets and they still did.

He actually, it's like 1000000$ business

and this is how he does it.

And then.

And the ladies will get their number and
put it into their phone.

So now what happens is they've got a list
of buyers and their burner phones.

And anytime they come to the city,
they're like, hey, you know, I'm in

Cincinnati again, come back like
bracelets, let's hang out or something.

And then if they never hang out, that's
fine because, you know, these ladies are

super busy.
How could they, you know, how could they

hang out with everybody, right?
So they don't actually hang out with

people, but they're selling hopes and
dreams.

So that was.

Very long story to kind of demonstrate

that point.
But it's really important that you're

able to do that.

If you can identify their problems,

provide a magic pill and kind of play on
the hopes and dreams of what they really

want, you're going to be so much further
ahead.

Another thing is people want to feel
appreciated.

If you talk to pretty much anybody who
has any kind of nine to five job, many

times they feel underappreciated.

They're like, man, I'm working so hard,

busting my butt, doing all this crazy
stuff, but like no one pays attention to

me or no one gives me credit or my boss
hates me, whatever it might be, right?

And then when they get home.

They feel like their spouse doesn't

understand they're like, man, why should
I cook food or why should I take the

trash out?
I've been working all day so they feel

underappreciated at home too.

And anytime you're able to make somebody

feel appreciated that you actually
acknowledge something they've done, even

if that's open in email opening in, your
email, saying hey, I know you're super

busy and busy and I really appreciate you
taking the time to open this email

showing that appreciation goes a long way
and it goes a long way online, especially

because you're building the trust.

See, when you're talking to people on the

phone, you're talking to them.

Used to face, you're able to.

Actually, you know, do, that's fine sorry
so if you're seeing these popping up

things in the corner, this is a Tiffany,
my girlfriend's computer talking to her

brother. So, you know, enjoy the side combo as

well. Ok, so anyway, moving on.

So people want to feel like they're
understood, they want to feel

appreciated. If you can do that online, it

demonstrates that they, you're trustable,
right?

You're someone who's been in their shoes.

You know exactly what they feel like, you

appreciate what they've done so far, they
whether that's reaching out to you.

And, you know, whatever it might be.

They to build that trust factor and

people trust you have a higher chance of
making you want to buy from you online.

But if they do not trust you, that's
guaranteed that you will make 0 sales,

right?
Another thing is that people and kind of

leading to that is people want a credible
source to plug into.

Where you know, where they're told what
to do, how to do it, when to do and stuff

like that.

Ryan actually mentioned something may

have been on another podcast or on a on a
webinar or something, but I heard him say

something like, you know, this is a
doctors are like the best.

Like they're like the stone cold closers
of the world, right?

Like, you can't go to a doctor and
negotiate.

You can't be like doctors gonna say, hey,
you need this MRI.

You know, he's he or she isn't saying you
gotta do it.

And it's like a discount.

You only got 7 days to order and some

shit like that.

The you got to get it.

And if you start giving them anything
like oh, I don't know if I have the

money, well you better borrow the money
or do something because you're gonna die

if you don't do it right.

So it's super important that you've got

that going on.

Ok, 13 critical sales elements.

So here's where we really start diving
in.

I wanted to pre frame the presentation a
little bit, so you kind of have the

backbone of those principles, but we're
going to be going over here is in this

section. Remember I spoke about how we're going to

be going over sales pages, emails and
Facebook ads.

Here's where we're going over the sales
pages.

Now, if you're writing a long form sales
page, right, or even a webinar to a

degree, you can follow these critical
sales elements literally step-by-step.

So starting from one and ending at 13.

You can literally follow it.

Now if you're going to be doing stuff
that may not be a full on sales page, or

full on video sales letter, or full on
webinar, you can take elements and pieces

of these 13 and apply it to that piece of
copy, say for a short form landing page

or something like that.

And you can use these elements to make

your offers convert better, right?
So you don't always have to use all 13.

But just so you can kind of write this on
your notebook or whatever, if you're ever

writing a sales page, video, sales letter
script or possibly even a webinar to a

degree, it may change a little.

But if you're doing any of those three,

you want to follow this step by step one
through 13, all right, so.

What's element number one?
Element number one is you need to steal

attention, right?
So think of this like on the top of a

website, you have your big headline or
something that's going to grab them by

the shirt collar, or pull them in and
make them read your entire page.

That is what you've got to do with your
headlines.

So many times you'll see people a little
nervous and timid with their headlines

because they they're scared of standing
out.

They're scared of getting the attention
because frankly most of us were told

don't get attention staying your lane and
right.

But you've got to do it, especially
online.

You've got and this, these stats actually
may be less than what I say, but from

what I remember being told you've got
about 3 to 5 seconds to grab somebody's

attention when they're online.

I think it may be even less than that,

but let's say 3.

5 seconds, that accurate?

You need to have the number one thing.

They're the big headliner or whatever it

might be.
You've got to have it capture their

attention. Now let's say you're doing a video sales

letter. If you're not familiar with what a video

sales letter is, it's essentially the
same thing as a long form sales page

that's essentially just crammed into a
script.

So it's the same word, same stuff, but
it's a script form instead of written

form. So you're going to have slides or

something going to read it or act it out
or whatever.

Now one of the things or one of the
niches that I sell to.

Or sometimes i'll work with clients who
are selling stuff in the financial

industry, right.
So a lot of the people in that industry

are about like 50 year old Republican
males that live in the US, right.

And so a lot of these guys may be used to
watching, for example, CNN and news

stations like that.

So what you want to do to?

You look like a pattern interrupt, right?
So Frank Kern, i know i'm segueing a

little bit, but I know Ryan talks about
Frank kernel of Frank Kern does this very

well. If you've ever looked at his stuff, he

will talk about it on pure marketing
video, where he's going to sell you

something at the end.

He won't always start with a video of him

in front of the camera.

He'll start with him playing guitar, him

surfing or a B roll of the ocean or
something, right?

Because it's a pattern interrupt that's
going to grab your attention and suck.

You win.

It's not meant to sell you yet.

It's just meant to grab your attention
and suck you into the presentation,

right?
So going back to the example that I have

here, if I were selling financial info to
that demographic that I mentioned before,

I would have something that's like a news
like intro that you know, kind of looks

like CNN.
You don't want to rip it off directly,

right?
You don't want to get sued or anything.

But something like that, something to the
effect.

You can even get people that are actors
to do this for you on fiveor.com

for like less than 150 bucks.

It's pretty freaking cheap and it makes a

big difference right so very important.

First thing you got to do is go to steal

their attention, right?
The second thing is you need to identify

what the big problem is, right.

So there you've obviously, you've gotten

them to come to your page.

You've gotten them to go to wherever it

might be, but now you and so you've
grabbed their attention, but now you've

got to tell them, OK, so here's what
you're facing or here's the big problem

and whatnot because.

This is what they're going to actually

pay you for.

They want the solution to that big

problem, and the big problem can't be
something that's very generic.

You want to be specific and these should
be something emotional, something that's

like gut wrenching for them.

There's people that talk about this being

like the pillow talk before they go to
bed.

I can't remember who says it.

I would definitely give them credit.

It wasn't me who made that term up, but
somebody made that term up and it was

awesome and essentially what it is the
big problem that people talk about with

their spouse before going to bed.

Something like, you know, I don't know

how I'm going to be able to pay rent.

And the next couple days I barely have

100 bucks in my bank account.

I don't know what's going on, but these

are the problems that they're really
talking about.

This is the real pain, right?
The fact that their boss was mad at them

at work, that's not the big problem.

The real problem is they're scared that

because the boss is pissed at them at
work that they're going to get fired and

they can barely keep their head.

Of water now.

Oh my gosh, what happens if I get fired
and I have no money coming in?

I'll be screwed.

This is what they're scared about right

that's the big problem.

And so in that case, you wanna tell them,

here's how to take control of your life.

Here's how to make money from your

underwear on your laptop or whatever it
might be, right.

So identifying the big problem is huge.

And there's a few ways.

So you might be wondering well, how the
heck do I actually, you know, figure out

the problem?
You don't want to guess, right?

That's the last option, right.

You don't want to just guess because then

you're losing money.

So at a very simple way to actually hack

into your, into your prospects mind and
figure out what the heck they want to buy

is to go on Amazon.

And here's a little trick I learned from

Jay. Abraham, you go on April, you go on

Abraham, you go on Amazon.

And let's say I'm selling a weight loss

book or something in the OR weight loss
stuff, it doesn't matter book stuff or

whatever, but let's say weight loss book
targeting women who are 35 years old or

30 years old and just had a baby and want
to lose the baby fat, right?

Well, I'm a 30 year old guy, so i don't
really have the same thought.

Like I'm not going to be able to hop into
their head just naturally.

So I need to do some research, right?
So in order to not assume I know what

their problem is, I'm just going to
figure out exactly.

So what I would do and what I've actually
done that I did this for an Amazon

product called Fee fit is you go on to.

Amazon type in weight loss for mothers or

something like that, whatever the keyword
might be, and you're going to have tons

and tons and tons of results pop up with
all these different books.

And what you want to do then is sort the
books by the amount of reviews.

So you want to get as if you can.

If you get sorted by having like a book

on the top that has like 500 or a
thousand reviews or whatever, that's

perfect. That's exactly what you're looking for.

There are chances are there's gonna be
multiple of those folks, but you want to

go ahead, go click on the one that's got
the most reviews, go to the five star

reviews. Action and when you do that, you're going

to start skimming through and noticing
that people are spilling the beans.

They're literally spilling their guts
onto the page as to how this helped them.

And if you're if you're keen enough, if
you look at this clearly enough, you can

actually identify the big problems that
they're facing.

For example, one of the problems that
these mothers were facing from my

research when I was doing this was, I'll
tell you example, one of the reviews and

I'm going to paraphrase it, but it said
something like this is like, I have a

confession to make.

I'm 33 years old.

I just had my baby and I'm, you know, 20
or 30 or whatever, pounds overweight and

I've tried Billy Blanks and stuff, P
ninety.

X i've, tried you know, 80 different
other weight loss DVD's and programs and

nothing seems to work.

I was about to quit and give up and just

assume I would wear these whatever
clothes forever.

But then I figured out the solution.

Or then something crazy happened.

I found this program and it kicked butt
because it showed me XY and Z or whatever

it might be, but so what's the problem
there?

The problem is that they've tried.

So many different things.

Nothing seems to work that they're on the
verge of giving up.

They seem hopeless.

That you can identify that they're

desperate, they're desperate to lose the
weight.

They've tried everything.

They've invested freaking fifty 6090

bucks a program.

And haven't seen the results they've been

banging their head against.

So you can really identify that now.

You can resonate with them.

You can put yourself into their position

and write to them exactly.

You don't have to guess.

You don't have to assume.

You can literally even take those

reviews, copy and paste them onto the
page, tweak them up a little bit.

But that right there could be the intro
to your sales page, the intro to your

sales letter script, your Facebook ad,
whatever it might be.

That right there is the golden info
that's going to get your offers to

convert, because again, it's not coming
down to guesswork.

It's literally just tapping in and seeing
exactly what these people are feeling,

looking at everything.

It's right there.

Another thing you can do, and I've
actually just done this recently.

I do this when I sell T-shirts to my
martial art audience sometimes.

Is that essentially just run an ad and
ask them what the heck they what the heck

they like?
So for example, since I saw stuff in the

martial art image, I'll have like a yang
shirt and then another yang shirt that's

a different color, right?
And I'll put them up on my Facebook page

and I'll run an ad for like 100 bucks to
my page and to my audience and I'll say,

hey, which one of these do you like more
for a, press A for B, press B or whatever

it is or type B?
And so then i run the ad, I get hundreds

or thousands of comments of people saying
ohh, I'd like a or I like B or i like

neither of them.

These are freaking horrible, right?

Usually though, you'll get one or the
other.

And when that happens, now all you got to
do is take that design, put it on a

T-shirt put it on a hat, put it on a
computer case, put on whatever it is that

you sell.

And now you've got a higher chance of

actually converting because you're doing
the research.

You're not assuming this image versus
that image is going to work on your

T-shirt design or whatever and your
funnel design or whatever it might be.

You literally just ask your audience, say
A or B, which one is better, right?

And they tell you another thing you can
do.

And I haven't done this, actually.

A year and a half or so you know, i don't

personally do the hashtag detective work
as much as I used to, but I wanted to

include it because I know some people do
this for local businesses and stuff.

One of the things that I used to do as a
cooperator to try and find copywriting

clients is I would go on to Instagram and
I would type in hashtags like Internet

marketer, hustling sales savage shit like
that stuff that Internet marketer

salesman my potential clients would
actually be typing in when they post

stuff. Or I'll be type I'll type a hashtag in of

a seminar.

Because I know the only people at that

seminar are you know relatively
successful Internet marketers and again

those are my clients, my potential
clients many times.

So what I would do is I would go there
like on you know, I would like their

picture and say oh man I was, I missed
that event.

I wanted to go essentially just be
engaged and get involved and that's that

was to kind of get clients.

But if you were to write for these people

you want to look through the comments and
see what people are responding to.

So for example if you have a E commerce
product.

You know, and there's a, there's a
hashtag that's relative that's kind of

relevant to that product.

I would check out all of the comments for

that hashtag.

What did, what's everybody saying?

What's the community talking about?
Is there a common theme?

Is there something people really hate or
really like or whatever it might be?

Is there a big as do all of the people
who like your ecom or potential ecom

product for some reason also like Bruce
Willis?

Well maybe you need to start talking
about Bruce Willis and your ads, right.

Or whoever it might be, but you would
never know unless you did the detective

work. So that's kind of, that's the whole

point. Now the final thing is compiling a list

of their many complaints.

This is actually something that I like to

the Amazon review trick with is whenever
you're we've already talked about what to

do with the five star reviews, but we
never talked about what to do with the

one and two star reviews.

And those are incredibly important,

right?
So you want to compile all the one and

all the two star reviews for these
different products that you've looked up

on Amazon.
And the reason you do that is because

these are essentially going to be your
big objection obliterators, right?

You're essentially going to say, if one
of the complaints was I hated this

product because it didn't have a weight
loss guide, well then in your bullet

point. You're going to make sure you say, well

one of the best things is you have a
weight loss guide or a meal guide or

whatever it is, right?
So you literally they tell you what

they're unhappy with and you just fulfill
and tell them, hey, that's not a problem

anymore. So hopefully that makes sense.

These are very simple strategies, but not
many people do it.

Too many people just wing it and write an
ad off the cuff and say hopefully this

works, hopefully it doesn't.

I don't like to waste my money as much so

I rather just do a little bit of
research.

Again, the Amazon review trick will only
take you like.

Ten 1520 minutes actually do.

It's not very complicated, and it gives

you tons of great data.

Ok, element number three, the magic pill

solution, right?
So in element number one, we grab their

attention. Element number two, we identified the

problem. In element number three, we're going to

start showing the light at the end of the
tunnel, right?

We essentially an element number two,
painted the picture and really rub salt

into the wound as to what their problem
is.

Now we don't want we want to agitate and
we want to make them feel a little

uncomfortable. Excuse me so that they keep reading.

But you don't want it to be to the point
to where now they're like so depressed,

they don't know what to do.

You've got to lead.

You got to say, OK, I listen, I've been
in those shoes.

I know that pain.

And here's what I did to come out of it,

right?
It's the light at the end of the think of

it like you're the sponsor and they're in
drug rehab or whatever, and you're

freaking here trying to lead them across
the way.

Listen, I've been in your shoes.

I know what it's like to go to rehab.

I know what it's like to go to jail.

I know what it's like to have your family

criticize you.

I know what that's like.

But here's the light at the end of the
tunnel.

Here's what you gotta do.

Take these steps and you 2 can make

money, have a good life, fucking drive a
Maserati, or whatever the fuck Patrick

has now patrick is my new hero.

Ryan is my hero.

But fucking Patrick just got a Maserati.

That's dope as fuck anyway, coming back

to it.
So you want to make sure that you're

showing the light at the end of the
tunnel and that way it gives them hope.

And when they have a little bit more
hopes, remember you're selling hopes and

dreams when they have a little bit more
hope that there's a solution and that you

have the real solution.

Reading right?

Another thing you want to do is you want
to include a story of skepticism, right?

And if you're the hero of that story, you
need to show how you overcame it, right?

And for example, here's if you're selling
anything online, you can say something

like you know and.

Either you can use yourself or you can

say a friend of mine.

You can say something like, you know, my

friend Jay was really interested in
getting this program, but he was on the

fence because he, frankly, he had bought,
you know, tons of different programs

online and everybody seemed to promise
the world to him but never came through.

And he had been jaded so many times.

He was about to give up and just stay

stuck at his nine to five rat face and
rat face, rat race and but then something

crazy happened he.

You know, he suspended his disbelief.

He took a leap of faith and he made it
happen.

He jumped in full head or head first and
whatever it might be.

But now you're taking them through a
journey because, you know, they're

skeptical. So don't wait for them to just kind of,

you know, they can't ask you because the
sales page, but in their head, you don't

want them to just simply ask it and not
get an answer.

You want to identify the conversation
they're currently having in their head

and that means identifying the skepticism
that now they have because frankly.

You've just told them the biggest problem
they're talking about.

They're not sharing with anybody else.

You've identified that.

So now you brought it up and now they're
feeling like crap.

You're providing a possible solution, but
this is a problem that they probably had

for a few months, years, who knows.

So the fact that maybe they stumbled

across this website and it really is a
legitimate solution, man, that it seems a

little far fetched.

Why didn't this come sooner, right?

These are the things they're asking
themselves in their head.

So you need to identify that.

And the best way to do it is through a

story. Old saying story, sell facts, tell

something along those lines and it's
totally true.

You want to lead them in with shock and
bring them in and everything but you got

to have a story that relates to them
right.

And then going back to what we spoke
about before people buy the laziest

solution not the most complicated it's
one of the reasons quote unquote done for

you. Businesses work really well because if

you're able to sell it done for you
solution people don't have to think.

They don't have to work, they just have
to copy and paste, right?

Laziest solution, laziest solution right?
Element number four why should someone

trust and believe you?
So here's where you want to briefly

highlight your credentials.

And essentially it's kind of positioning

yourself as the doctor in your industry.

Kind of like we were speaking about

before how Ryan had mentioned doctors are
like the most stone cold clothes in the

fucking world, and it's true.

So you need to position yourself as the

doctor in your industry.

And one of the ways to do it in your copy

is to essentially highlight all of the
things you've been a part of, whether

that's magazine speaking on stage.

Doing a podcast that has thousands of

listeners and email and use whatever it
might be.

You need something to establish yourself
as an authority.

Something that says I show people how to
do.

This right, whatever this might be, if
your dentist, I help people get million

dollar teeth or whatever The thing is
right.

But whatever it is, you are the expert.

You have to establish it.

But The thing is, you don't want it to be
like pages and pages long.

So many people kind of drop the ball on
this and screw it up a little because.

I it's a defined line.

You want to be an expert but you don't

wanna brag so you want to keep it short.

Hit the points and if you talk to if you

talk too much about it yourself people
will tune out.

They only care about themselves and what
you can do for them.

So you only reason we're saying what
we've accomplished and what you know all

this cool stuff is just so that they can
continue to believe us and eventually

take our advice.

But it is not the biggest part of the

copy. It is not something that needs to be 20

pages long.
So for example mine is.

To be.

My name is Carlos Redlick.

I specialize in helping 7 figure business
owners optimize their campaigns to

increase their conversion rates.

I've been featured in Content magazine, a

European digital marketing magazine, and
have also been a guest on hundreds of

podcasts bam so what?
That's what's that say?

I'm an expert.

I've been in a magazine and I've been

interviewed on hundreds of radio, online
radio shows AKA Podcast, right.

And you can do the same thing.

Element number five you need to stack the

benefits. So here's where you start listing out all

the different features and benefits,
right?

The feature would be like the light bulb
is bright.

The benefit of that would be like, why is
that important?

So that I don't hit my shin on the on the
side of the bed or whatever it might be,

right?
So you want to make sure that you're

listing out all these features that
benefits.

And one of the secrets and I put hit the
top five or seven points.

But in reality, I like to flood as many
bullet points as I possibly can.

Sometimes it's only 1015 but I've done as
many as 50 bullets in one sales page.

And I know that sounds like a lot, but
stick with me here because the reason I

do that is very simple.

It's because.

You don't know exactly which one of these
features and benefits are going to

resonate with them most.

You don't know which one is gonna push

them over the edge, make them want to
take action.

And because we're targeting tons of
people online, maybe they're similar and

stuff, but there are tons of different
people online.

You let me click this later.

Remind me tomorrow alright so yeah, it's

there's tons of different people online.

You don't you have a general idea of what

they're interested in but you don't know
all the specifics.

And so if you can hit them, just like
with a bullet point sounds like if you

hit it like bullets, Bang bang, now they
can read through and even if only one of

those bullet points resonates with them
it's enough to push them over the edge.

So you always want to list out like I say
at least five or seven bullet point

benefit statements but.

The more the better, right?

The more the better.

Element number six proof to overcome

their BS meter.

So what you've done is you've gotten them

all hot and heavy.

You've agitated their problem.

You've made them feel like you're in
their shoes, and you know the solution

that's right for them.

And heck, you're the expert.

You're the doctor.

They should be listening to you.

And you here are some of the other things
you're going to do from bullet right.

And now we're getting to where they're
like, man, this sounds so good.

It might be too good to be true, right?
Have you ever heard that?

I'm sure you have you ever heard, man,
that sounds so good.

It almost sounds like too good to be
true.

If it's too good to be true, it usually
is.

So what do you want to do?
You want them to feel this way, right?

It's got to feel like a no brainer.

Don't confuse that as a bad thing.

That's a good thing.

You want them to feel that.

All you've got to do now is continue
solving all these different problems and

all these objections they're having the
conversations in their head.

You've got to be able to tap into it.

And so now that you know the logical next

step for them.

Would be to become a little bit skeptical

again, because it's such a damn good
solution.

You want to overcome that with proof with
testimonials, proof with case studies,

and if you're selling anything on how to
make money, then income snapshots, bank

snapshots, whatever that might be.

Now, when you're using testimonials, it's

there's two types that I like to really
drill into.

So the first one is result based.

And an example of a result based

testimony would be something along the
lines of I lost 20 pounds of three weeks

with my friend George bam that's result
based.

Skepticism based on the other hand, would
be something like before I started

training with George, I almost didn't get
started.

I had worked with three or four different
personal trainers and none of them were

able to help me get the results I wanted.

I hated every part of training, so I

almost didn't do it.

But then something crazy happened.

I suspended my disbelief, I took action
and three weeks later I couldn't be

happier. If you're on the edge and you're on the

fence, do what I did.

And take action.

I promise it'll be the best decision
you've ever made.

Bam, and I just freestyled that right.

But that's a pretty damn good testimonial

because it identifies a skepticism and
says hey, I felt the same way you did.

I overcame it.

And look I'm happy now because of it,

right. The light at the end of the tunnel,

right. A case study.

So if you again, the easiest thing would
be showing people how to make money

online, for example.

So we'll just use that as an example.

If I'm showing you this whole thing on
the sales page or how you 2 can make

money and you you're interested, you're
definitely wanting to do something but

you're a little, you know, obviously
thinking this may be BS, you can say hey

here's my here's one of my buddies, Ryan
Stewman, who's made like six million

dollars so far this year.

Whatever it is, it's like.

Enormous, yeah.

Here's how we did it.

And then you have a case studies, AKA
similar to like A blog style article

going over step by step what you did yeah
the important thing is at the end you

include a call to action for them to
either be shown how to do what you did or

to hire you.

So you do it for them, right?

It's very important.

The case study is about what you did,

you're not saying.

Here's what I did step by step, because

then why the hell do they need you right?
You need to show what you did so it's a

broad overview and they can see it on a
high level, and then they buy and they

get the actual result right?
And then income snapshots.

Again, it's just proof and it's pretty
self-explanatory If you're showing

somebody how to make 1000000$ you should
probably show a screenshot of 1000000$ in

your bank account, right?
Something like that would probably help

you out.
Ok, element number seven.

Your irresistible offer.

This is huge.

This is literally probably one of the
most important parts of the entire

presentation. The reason why is because if you have an

irresistible offer, you can't possibly
write.

Such bad copy that it won't convert.

Here's what I mean.

If I'll use this Ferrari example that
I've actually written down here.

Normally this Ferrari is a hundred and
twenty thousand dollars.

But right now while you while you are at
the dealership, you can get it for only

forty nine thousand dollars with a two
thousand dollar down payment.

That right there just sounds like a
fucking no brainer, right?

That's it.

Almost like, is the engine in there?

Is it broken?
Is it used?

What is wrong with this right, because
it's such a steal of a deal.

It's such a no brainer offer.

It's so irresistible.

There's got to be something that's wrong
with it, right?

So again, that's what you want.

You want it to be so as long as you can

back it up, right?
You want it to be a no brainer, offer a

steal of a deal.

Because again, suck at writing a

headline, or suck at writing an
introduction, or suck at writing emails

and ads and all this stuff.

If you have a killer offer, it will

always overcome weak copy, right?
So just burn that into your head.

You don't always have to be the best.

Popular in the world, you just have to be

slightly better than the next person and
if you've got a killer offer.

You can kill even a lot of good
copywriters because you can write a an

amazing sales page, but if the offer is
weak.

So it was the sales page, right?
So after you've done your irresistible

offer, the natural thing, take a guess
before I even slide to the next go to the

next slide.

If you were told, hey, normally this is a

hundred and twenty thousand dollars for
this but, right now it's forty nine with

only two thousand dollars down payment,
your natural reaction would be like, holy

shit, that's amazing.

What's wrong with it, right so.

You are an offer a risk reversal, right?
Because they're obviously wondering what

the hell is wrong with it.

Something's wrong.

So you want to make sure you take away
that fear of purchase and that skepticism

now again by saying, hey, no worries, I
have a money back guarantee.

Listen, the last thing I want to do is
have bad karma lurking over my shoulder.

That's why if for some reason you're not
100 % satisfied with your Ferrari, just

bring it back within 30 days and I'll
give you all your money back, no

questions asked.
No hard feelings.

Obviously I don't.

I don't know if you can actually do that,

but that demonstrates the point.

That if you can get such an irresistible

offer to where there's so like right
there about to buy.

Have to throw in a guarantee that removes
the fear of buying so that now they take

action and if you actually have a good
product, they won't want a refund, right?

Here's something that's very interesting.

It was a tactic that John Carlton, Gary

Howard, all the guys from the past that I
studied used to use in direct mail and it

was increasing the length of the
guarantee.

Now there's something that I've tested
this online and I've noticed that it

works best with higher ticket products
not lower ticket products.

The reason why and I'll and i'll do my
best to explain the history behind this,

right the longer guarantee in direct mail
and in offline direct response marketing

works so well because.

You generally didn't save those sales

letter that told you the guarantee and
how to refund, right?

You would just buy it and it would say
you have a three hundred sixty five day

money back guarantee.

So if you're ever worried about it, just

return and get all your money back or
whatever it is.

People would be, Oh yes, this is awesome.

They would buy and throw the letter away.

So the chances of them refunding it were
a little bit less because they had less

time to, you know, they didn't save it.

They were like, oh, I have five days, let

me put this in my filing cabinet so I
don't forget where it is so.

Going back to, you know, modern day stuff
right now that still works and i've

tested it with.

Low ticket offers say under 100 bucks and

things that are high ticket, and I've
seen the higher ticket stuff, it really

makes an impact.

And when I say high ticket, if you're

selling something that's ten twenty
thirty heck even a thousand dollars

offering something that's a one year
money back guarantee.

It gives people the trust that you're not
trying to scam them over.

And it also goes back to the old school
way of thinking, which was, you know, if

I've got 7 days to make a refund, I'm
going to circle it on my calendar and

make sure I refund it if it sucks.

But if I've got three hundred sixty five?

Hey, I can, I can return it next week.

Next month, it doesn't matter.

I've got plenty of time and eventually
it'll be forgotten about forever, right?

So what this does is it essentially
reinforces that making this purchase is a

no brainer decision because they
literally have nothing.

To lose, right?
Ok, element number nine.

The reason for immediate action delay is
the death of a sale.

You've probably heard that many times in
sales, and it works the same way online

if you don't give people a reason to act
now.

And you leave it up to them to bookmark
your website or save your email or save

your Facebook ads so they can come back
to it later.

You're relying on hoping.

It's just probably not gonna work out

well for you, right?
So you need to make sure that they take

action right then and there, because if
not, they're probably going to talk

themselves out of it.

Or they'll just forget about it entirely,

right?
Because, hell, you're probably listening

to this presentation, you probably got
your phone on you.

And if you know if you're anything like
me, there's a good chance you're probably

skimming your Facebook feed every once in
a while to see if anyone liked your stuff

or done anything else.

So the point is that there's so many

distractions that if you don't make them
act right now, it won't happen.

So how do you make them?
Back now, there's a couple ways.

You can include scarcity where there's
like a limited amount of something or

they have to take action before that
limit before like I'll give an example,

so there's a limited amount and there's
urgency where it's like, hey, there's a

deadline approaching, take action now.

So here's an example.

Of that, right.

So we're only holding this special

discount offer for the next 100 people
who take action today.

After that, the price goes up.

So scarcity after 100 people, prices

going up, right.

And there's a deadline because it's going

to happen today where you could say, hey,
we're only holding a special discount

offer for the next seven days.

After that, the price goes up.

Boom, there's urgency because there's a
deadline approach.

You got to act right now, right.

And then what I end and generally like to

do is I'll insert a testimonial right
there because we're giving them the

reason to act out and just in case
there's still a little nervous, you want

to include a testimonial.

So it shows social proof that somebody

else is successful with what they're
about to purchase.

And so therefore, there's a good reason
that they should probably be successful

too and they'll probably want to
purchase, right.

So you will always want to include some
kind of reason to act.

Now, frankly, if you include all the
other stuff and forget to include the

urgency and the scarcity and the reason
for them to act now, you're going to have

lower conversions.

You may have some conversions, but I know

for a fact there's been webinars where
everything has been.

Crushing it.

But at the end there's no, there's no

like hey act right now or else will
happen.

And if you don't have that, it just
doesn't convert as well.

You can still get conversions.

Is effective right?

Ok, element number ten, the call to
action right now this has to be very

specific. You literally need to tell people exactly

what you would like them to do if you
want them to click a button.

You don't just say order now, you say
click the button below this page to order

now or click the button under here to
order now whatever it is, but you very

specific as to what they need to do.

And when you do that you get more people

to take the proper action right?
And one of the things that will help

boost conversions.
Overall is, let's say you have a sales

page where they click on the button that
says, yes, I want to order and then it

takes them to what's called the order
page, right?

The next step in your funnel, well, on
that page is where the actual billing

details and the purchase happens.

The selling is done on the sales page,

but the actual buying and ordering is on
that order page.

And so one of the things that you want to
do is keep everything congruent.

It's kind of a principle overall in
marketing and direct response.

If you've got a message, it needs to be
congruent throughout the entire funnel

right so if you're telling people, give
me your email address and I'll show you

how to get white teeth then.

When they click that add it should say

something on the next page like and your
email address and you'll be showing how

to get white teeth.

It should be almost exactly the same

right?
So it's incredibly important that you pre

frame your prospects and here's what I
mean.

So here's an example actually of pre
framing for what will happen after they

take action.
So once you click over you'll be taken to

our secure order page where you will fill
out your billing details.

After that you'll be granted exclusive.

Access to the XYZ program and whatever it

might be, right?
So it literally walks in a very simple

one or two sentences says exactly what
they can expect.

So they don't.

You may think this is common sense and

some people I know when I would listen to
some of these things, I would be like,

well, that makes sense yeah i mean,
that's of course when you click the

button, you're going to have to fill in
your billing details.

But you would be surprised how many
people will click the button and be like,

oh shit, I gotta feel I'll do this later
and then they don't do it.

Pretty frame them.

On the sales page.

Then when they click the button, they
know what they have to do and they're

already warmed up to actually buy, so
hopefully that makes sense.

It's a very, it's a, it's a, it's like a
one or two liner thing you can include in

your copy that makes the world of
difference, right?

Ok, element number eleven, predict the
future if no action is taken.

This is really important.

You want to make sure you're painting the

picture of what would happen if your
prospect did not take action and buy what

you wanted them to buy or do what you
wanted them to do right and you can do

this in a way that just brings up the
pain of what you agitated in the

beginning of your sales page.

You can say something like, you know,

chances are high that if you don't take
action today, you probably never will.

That means you'll be stuck seeing the
exact same.

Results and the exact same bank account
balance.

And then you would actually paint that
even more and continue on.

But that'll give you an example of really
predicting if you don't do this.

You like factor probably get worse or
whatever the case is, but you want to

paint that picture because now it's like,
OK.

As a responsible human being, I need to
take action.

Now, you're working some more stuff in
here, not just emotionally, but

logically. If they don't take action, well, then

they're going to feel pain, and they
don't want to feel pain.

So the logical solution would be to give
you money so they don't feel pain, right?

Of course.

So element number, twelve the final

reminder. Now here's like one of your final pushes.

There's still one last stand.

I'll show you after this.

Or I think.

You know the final reminder here is

you're essentially taking all of the
features that you don't want to take.

If you've written 50 bullet points before
you've gotten to this point, you don't

want to take all fifty i know I said more
is better in that section right here when

we're getting closer to the end you want
to stack probably what you believe or

what you have noticed the market response
to investor or really wants like the five

to 7 is really right here.

This is where you put maybe 5 or 7 hard

hitting bullet points of exactly.

What they're going to get, what they're

going to experience.

And on top of that, you want to remind

them of the guarantee because that way it
removes the risk.

And it makes them fearless to actually
purchase, right?

So here's an example.

Remember, you have absolutely nothing to

lose. You'll get blank, blank and blank.

And on top of that, you're also fully
covered by my 30 day money back

guarantee. Making this totally risk free, right,

makes it a no brainer decision.

So always have that.

As a final reminder, element number
thirteen, you want to repeat the scarcity

and the urgency again where since we're
getting down to the final part of the

sales page.
A lot of this stuff is reminding them,

hey, look i've already sold you on the
whole thing.

You're right here about to fall over the
fence.

I just need to push you a little bit.

You're on the fence.

I got to push you over a little bit like
push right if you're right there.

So one of the things that you can do is
remind them again with the scarcity, with

the urgency.

So something like listen, you need to

take action right now before 100 people
sign up and the price.

Increases, this is a limited time offer
and it's on a first come, first serve

basis at now, right and again you remind
them that they need to take action.

Ok, so here's something I I've just
started including a lot more of and it's

called the.
I called the bonus element.

It's the frequently asked questions.

So right here, let me go back.

Element number thirteen.

This is essentially the final piece of

your letter.
Like your letter is technically basically

done and when I say letter.

Is it almost interchangeably right?

So the same thing is it almost
interchangeably right?

So same thing is it almost
interchangeably right?

So same thing.

Stand here is your final objection

obliterator like series and what you do
is take the top 10 or 20 frequently asked

questions and you essentially just put
them down there and say question do you

have a refund policy?
Answer yes.

It's a 30 day money back guarantee so you
have nothing to lose making this totally

risk free.
Make sure you click the button now and

order immediately right?
Because at the end of every single one of

these answers for the FAQ you want to
have a call to action to for them to take

action, right?
You want to have you want to say click

here in order by here click the button
below or you need to call them to action

at the end of each one of the FAQ
questions and answers right there is for

the sales pages and now all of those 13
elements, 14 if you include the bonus or

like I said before to write from A
through Z, A to Z beginning to end a full

long form sales page.

It's actually the same formula pretty

much that I used to write the entourage
page for Ryan, right.

So familiar with that.

You may see some of these elements in

there, so you can take a look at that.

Next thing is how to write emotionally

charged Facebook ads that convert like
crazy in five easy steps.

I'm actually going to show you two ways.

The 1st way is 5 steps and it's a long

form Facebook app.

And now I want to pre frame this to by

saying that when you're using the long
form Facebook ad you want to make sure

that you're using it to sell something
slightly more high ticket.

For example, if you're doing something
like pushing people to a webinar and at

the end of the webinar you're going to
offer them something then.

The ad on Facebook, you wanted to
resonate with these people a little bit

more on top of that, and I'm not a
Facebook at Guru.

Ganzak is probably the one to talk to
about that personally.

He's the man with Facebook.

One of the things that I've realized is

when I use these long formats and a B2B
space, they started getting more virality

because it relates with people and they
start sharing it, commenting, liking,

driving the cost down because it's
actually relevant to my audience.

I haven't just said want this click here.

I've said I've resonated on because it's

actually relevant to my audience.

And so again, it may sound like you would

want to do that for everything, but it's
actually kind of funny.

I've noticed that when you're selling
physical products.

So for example also like nunchucks or
DVD's or stuff like that and my stuff in

my martial art niche, I've noticed that
using a short form Facebook ad using a

short form Facebook ad that using a short
form face would add to this the first

step. Is you want to ask a yes question.

So for example, you want them to say yes
as soon as like the main thing with the

Facebook ad is the image or the video is
primarily the thing that's going to stop

them and grab their attention.

But after you've grabbed their attention,

they're going to read the copy.

And the copy has to be something that

will. The way you do that is you make them say

yes. The way you do that is you make them say

yes. As they read your copy, so for example,

want more customers, the answer is
obviously yes, right?

So they're nodding their head yes.

And after you do that you would throw in

a link just like what I have right here
is like 3 equal signs and the little

bracket thingy and then you include your
link, right.

That's not where the whole thing ends,
but that's just element number one.

Step number one, you ask a yes question.

If I was, if I had my martial arts

school, I would say want to learn mixed
martial arts in Jacksonville, florida

questionmark because that's where I
lived.

And then. That answer would be yes, if
I'm targeting the right people.

Yes, I do want to learn mixed martial
arts, and I live in Jacksonville, florida

That's exactly right.

And so that's the whole purpose of it.

Step 2 is you want to have a story to
relate to them.

So for example, the story needs to make
them feel like you literally know exactly

where they are in their right life right
now and understand their struggles.

It's very similar to how when we were
writing the long form sales page, you're

probably like, oh, this kind of this
seems similar as follows a page.

You're probably like, oh, this kind of
this seems similar as follows.

So you want to make sure that you're
relating to them.

One of the things that I've discovered is
that when I try to relate to somebody, it

works best.

Especially with copy, it works best when

I start in the middle of a story.

Think of all the best movies.

They're pretty much any movie that you've
seen in like, the last few years and

pretty much forever, even Bruce Lee
movies.

They started in the middle of an action
scene.

One of the Bruce Lee movies started in
the middle of like essentially an MMA

fight between Bruce Lee and this other
person using finger gloves.

And that was it, right?
That was getting people.

And it was capturing attention because it
started in the middle of a story.

And that's what you want to do.

You can replicate that in your Facebook

ads, for example.

Here's a here's one way you can relate to

somebody, right?
I remember doing everything I could to

grow my business, but no matter how hard
I tried.

Nothing seemed to work.

Dot now you can expand upon that.

You can say I did this, that, the other
thing and whatever, but this that's an

idea that gives you an example so that
you understand that you can.

First you ask the yes question and then
second you have the story to relate to

them. Step three.

This is the big aha moment, right?
It's the big plot twist.

This is where you're starting to show
that light at the end of the tunnel.

And one of the canned transition phrases
that I like to use a transition phrase

would be the phrase from going from Step

Right, the story to relate to step 3I

then something crazy happened, right?
So if we use this previous example, I

remember doing everything I could to grow
my business, but no matter how hard I

tried, nothing seemed to work.

But then something crazy happened, right?

You see how that's a natural transition.

It's works with anything you can live,

you know, these five steps you can plug
and play and sell, anything you can sell

coffee, water, business, anything you can
do with these five steps.

Ok, step four suggest the possible
solution.

Now this is super important.

A lot of people end up actually just

saying, hey, this is going to work for
you, guaranteed by my shit, and when

you're doing stuff like that.

On a Facebook ad, it just screams BS,

right?
And a lot of people are not converting

because of that.

And so one of the things that you want to

do is make your read or make your
prospect actually want what you're giving

them. And the way to do it is to say, hey, this

is work for me and it's work for all of
my friends, even hundreds of other folks

or thousands of other folks.

Maybe it'll work for you too.

So what this is doing is it's playing
with the hopes and dreams thing in their

head. They're like I hope.

Because they've identified that with the
story, I relate to them.

So I've identified the problem and I've
identified that I actually know what they

feel like.

And I've also identified that I've been

through it and I've seen the solution,
I've seen this the light at the end of

the tunnel, and I know the way, right?
So i'm showing them this.

And then I'm not saying, hey, this is
guaranteed to work for you because what's

happening, they have skepticism, right?
So if I'm saying this is definitely work

for you, they're even more skeptic,
right?

And So what I say is, hey, it's worked
for me.

It's worked for all these people.

Maybe it will work for you too.

And now they're had to like, ohh crap.

I really hope it works for me.

I really wanted, I wanted to work.

I want to work.

And now you're selling them before, and
this is a motional salesmanship.

You're selling them emotionally.

Not many people are doing this.

And when you do this, you'll start seeing
better results, right?

Element number five, the call to action.

So now after you've gotten this and when

you do this, you'll start seeing better
results, right?

For them.

Now you tell them exactly what the next

step is.
You say so to get the full scope, click

here to see if you qualify or whatever it
is right but.

Following these five steps, it makes
writing your ads essence.

You can write them in like you know.

After you've got this down, you can write

in like 5 or 10 minutes.

Very simple, very easy.

As long as you can follow the formula,
right.

Ok, now I'm going to show you the short
form ad it's actually kind of funny.

One of the things that we'll go through,
it's very similar to the five steps,

except we just condense into like two or
three.

So the first thing is you ask a yes
question, right?

And then we insert the link and then we
have a call to action.

One of the things that I've been testing
out now is I ask a yes question and then

I put the link twice.

The identical same link twice, right?

They're not different than sending them
to different places.

The exact same link.

It almost looks like a freaking typo.

You use it twice and then you have the
call to action to tell him what to do

either before or after that, right?
So here's actually one of the examples I

have. Want more students in your mixed martial

arts school questionmark link links both
sending to the landing page.

Click here to see to grow your MMA school
the same way a hundred thirty seven

other, schools did right?
So it's very short now the example I'm

going to show is going to show you one of
the examples I'm running now.

For my martial art, initially can
actually see it follows the short form

principle. But I had tested it with two and two

links and one link actually did work.

One link and one link actually did work.

They've noticed it working in a lot in
the B2B space, right?

I'm selling to consume, I'm selling
martial arts stuff.

But if you're a I've noticed this working
as well for if you're like a business

person trying to if you're a coach trying
to teach business people how to do their

business better, whatever.

I would use these two links.

I don't know why it works, I mean two of
my clients I know for a fact or using

this very successfully now and they also
have a video ad attached to it so.

Keep that in consideration.

Ok here's a short Facebook guide example

one of mine.

Want to end the Dow G Kundo for yourself

or a friend enter our free contest
giveaway right?

Yes question has a call to action.

It has a link.

Very simple right?
And then here's some of the results this

is from I probably snapped this like.

Maybe a little less.

So this is almost as close to real stats
real time right now, but this is

essentially what it is.

I spent 497 bucks and I've got twenty six

hundred leads right now.

The leads that I'm getting are slightly

different than your leads, possibly
right.

If you're selling stuff, that's again,
I'm selling 10 to the end user, I'm

selling to martial arts fans, so my cost
is going to be a little cheaper than if

you're selling to like dentist and you
need to get dentists on your optin page.

Either way though, following the
principles that I laid out.

Before are gonna reduce your ad cost
because it just makes sense.

I mean, think of it, if they're relating
with what you're saying, then they're

going to engage.

And if they engage, it drives their costs

down, right.

So that's kind of the secret with this

whole thing or one of the secrets.

Ok, Next up is the seven step email copy

formula and this is kind of the final
segment of this presentation.

So stick with me.

If you've been on here for the last few

minutes where we've been on for like 5055
minutes or something, stick with me.

We're almost going through it, but I want
to make sure you get this.

So make sure you're writing this down as
well.

So seven step email copy.

Formula it's funny, I've actually got a

four step for you get this.

So make sure you're writing this down as

well. So 7, seven step.

Ok so.

The first thing you want to make sure

you're doing is your emails should end in
a question mark or should end in the

ellipses, the three dots, right?
Umm i have assumptions as to why this

works right?
It's curiosity.

It makes them want to read more.

I don't know, nobody knows.

We just know that it works.

But that's why I think it would work is

because it was.

It's got the question marks on the three

dots. But every time I test it always works

well, better than if I just do an
exclamation mark or some other nonsense.

So test that and your subject line
question mark or the three dots.

Make sure your subject lines are 7 words
or less.

Question mark.

Well, that's going to make them click.

Question mark.

Well, that's going to make them click.

If they got some curiosity, how to
ethically hack your dot that's an

incomplete sentence.
It makes them want to read more.

And was like, well, hack what?
Hack my mind, hack my bank account.

What we hacking here, you know, so that's
super important.

And what you want to keep in mind is that
the goal is to get people to actually

just open the email.

We're not selling them anything.

We're not giving them coupon codes.

Shit, we're not saying buy here for 99 9

% off.
Like sure, people do that, but it's not

exactly going to get you the best
results, right?

The only point of your subject line is to
get people to open the email that's it.

That's the only job, right?
Step number.

Two you're opening copy, so you want to
start with some kind of personal story.

Think of this like subject line number 2,
subject line number 2.

The reason I say that is because if
you're on Gmail, you'll notice that

you're going to see the subject line,
right?

But then you'll also notice this little
preview pane where it gives you like the

first one or two sentences or whatever it
is of the actual email.

And that right there is what I consider
subject line number 2.

So what you want to do is avoid the
common thing.

Saying, you know, dear Jay which clearly
sounds like hear Jay which clearly

sounds, it sounds like you're gonna pitch
him some shit.

So I like to start in the middle of a
story before I even introduce myself,

because that way.

If I have something that's like, you know

how to, what was this like how to
ethically hack your dot and then I say

ever since I was 12 years old, I knew
there was something different about me,

something I think you'd relate to.

You see well, there's going to be a

higher chance that people open and click
that because they want to know how the

heck this thing relates to them, how
where we hacking.

There's just a lot of answers, a lot of
curiosity that they got to find out.

So it's very important that you start
with a with a personal story or some kind

of story as a as your intro, right?
Step 3.

After you've opened the email, you sucked
them into the story.

Now you wanna introduce yourself.

So now you say something like, hey Ryan

Stewman here, right.

And after you do that, will actually go

to Step 4.

After you introduce yourself, you want to

continue on with that story that sucked
him in, I mean.

That's what got him to open the email.

That's what got him to read on.

So you want to continue on with that, but
here's the deal.

You want to make sure that it's
interesting, but something that ties back

to what they're actually interested in so
I can talk about it.

Shorts, that's my target market, so I
could say something.

Nails who are interested in Bruce Lee and
martial arts, that's my target market.

So I could say something like.

I was writing an email blast for my job

and it may capture interest, they may
not.

But if I don't quickly transition that
into something related to Bruce Lee or

martial arts or fighting or getting in
shape or some shit like that, I'm going

to lose them.

And so that's the point you want to make

sure you're doing here.

You've gotten, you've done a good job by

sucking them in, but now you need to.

Tie it together.

Think of it like the moral of the story
and how it ties into what it is you're

offering, right?
Step Five is the big plot twist, right?

This is very similar.

You'll start seeing some patterns, from

the sales pages to the Facebook ads to
this where we have these big ups, to the

Facebook ads, to this where we have these
big happened.

But then something crazy happened.

Whatever the transition phrase is, you'll

notice that we do that a lot because we
take people through a journey.

We take them on an emotional roller
coaster.

Feeling the pain that they already feel
at night, we're bringing that out of

them. We're rubbing salt into the wound, making

them feel that, and then we're getting to
getting them to respond.

But we get them to respond not because
they hate us.

But because we've shown them that there's
a light at the end of the tunnel, we've

got the solution.

We just need them to take some freaking

action and either give us a call or do
whatever it might be so that so that they

can take whatever it might be so that so
that they can take it.

Whoever's on here.

May be familiar with Kenneth Travis's 10

days of pain sequence.

That sequence it's pretty funny because

sometimes people get offended by it or
not, but people do respond.

It's one of the best converting sequences
that he's put out, but from my

understanding, right.
You can ask him and out from my

understanding right, you can ask him and
certain problems.

But it's not like I'm just here to piss
you off because no one wants to do

something, but some business with
somebody just pisses them off.

But I'm pissing him off because it's good
for you.

I'm like your coach.

I'm not going to let you eat a pizza if

you're trying to lose weight.

I'm going to be like.

No, fat ass.

Eat a salad.

Don't do that shit right you can think
that's rude, but it's really in your

benefit. And maybe you change the wording and

maybe you change copy a little, but
that's kind of the deal, right?

Ok, so step 6, social proof.

Now, if this is a sales email and not all

emails are sales emails, some of them are
just, you know, click this link and then

we saw you on the next page, just, you
know, click this link and then we saw you

on the next page.

We'll have like a 15 email.

Campaign and that's like one email per
day and each email is like fifteen

hundred words.
And if you're not?

Familiar with emails that's like.

The thirteen hundred words longer than

most emails, right.

So it's super long but it works many

times because we've gone through the
whole process of relating to them, done

all this stuff.

But we also include social proof within

the email so that by the time they click
over to actually buy the product or go to

the order page or go to the sales page or
S or whatever might be they've been pre

framed. That it's like you just need to give them

the freaking buy button, right?
So the sales emails, whenever I'm really

trying to get heavy on that and really
make my case, so to speak, I will almost

always include some kind of testimony
that says, hey, and you know what, Jenny

from Wisconsin had this to say about this
service and then Sally from, you know,

Minnesota or whatever had this to say,
you know, so that right there, it's more

social proof.
That what it is that you're offering is

actually working right?
And then the final step seven, is you

show them what to do next, right?
You lead them to the next step.

And one of the secrets to actually
getting more click throughs on your

emails is making the link text.

Copy as the subject line.

The reason you do that and I like to bump
up the size like one size larger than all

the other copy for the link.

And the reason I like to do the same copy

as the subject line is because it
obviously got their attention enough to

click once.
To open the email.

So there's a very good chance that if you
use the same copy, it just did it, so

make sure you test that as well.

You just did it, so make sure you test

that as well and you'll start seeing.

Tons of killer results, especially if you

start using that subject line trick,
right?

So here's some resources or here's the
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thanks for having me on guys.