Original subtitles

We're going to step in Georgia here and welcome to the inside of my RMBC course.

I'm shooting these videos before I know exactly what I'm going to call it.

I imagine it's going to be just something like the RMBC method by step in Georgia, but

we'll see.

But rather than worrying about the marketing first for this, I'd rather worry about creating

really awesome content.

And this video, particular, is just me and this me talking about what you should expect

now that you are inside the course because I've mapped it all out and I'm really excited

to share it with you.

So what should you expect, right?

And what is this?

And you know, if you're here, you probably write a sales letter or you've followed me for

a while or maybe someone you trust sent you here.

But so maybe you know a little bit, but let's still kind of go through it.

So RMBC stands for research mechanism brief and copy and the purpose of RMBC is to get

you to consistently write better sales copy in less time using this four step approach.

It kind of makes sense inherently like why you'd want to do that, but let's really go

deeper on it.

Like why do you want to write consistently better copy in less time?

Well, as a freelancer, if you can write higher quality sales copy and it's more consistent

and you can do it in less time, then you have a lot more optionality, right?

You can either do more projects to make more money, which I actually don't prefer

I'd rather do fewer projects and charge more.

But it's easier to do that if you're consistently writing good sales copy.

So now your effective algorithm, you can't talk the algorithm really, right?

Can go up quite a bit, right?

Because if you're at a place where you charge $10,000 for a sales letter as an example and

you used to take you 40 hours to write it, maybe to go 100 hours to write it, then your

effective hourly rate is $100 an hour, but if you can do that same sales letter in 10

hours, then your effective rate goes up $2,000 an hour, and maybe 10 hours is a little

bit extreme, but definitely within 20 hours, so again, that's so increases your effective

hourly rate from, apparently I can't say that word, but from $100 to $500, and you know,

the same thing if it's even if you charge $1,000 for a sales letter right now or whatever

it may be, by writing faster, you make more money and you do it in less time, and then

you can actually charge more.

So if you're charging $1,000 for a sales letter right now, and you start putting out winners

consistently, then make your clients a lot of money, then it turns out it's easy to go

from charging $1,000 to $5,000 to $10,000, and that's what the RBC method is designed

to help you do, and then the bigger meta stuff there is obviously, once you're charging

more, working less, you've got more time, more control, you want to go on vacation,

you want to start a side business, all the things you want to do in life, because a lot

easier to do those things, once you are able to consistently write good winning sales

copy and do it in less time.

For business owners who are here, which I'm imagining it will be a good amount, you

know, why should you be here? Well, a couple of reasons. One is, I imagine, you know, you may

buy us and share it with your employees, which is totally fine, and have them writing,

but also, every business owner should understand how to write good sales copy, what it

looks like, what the elements are and everything like that, because one thing, yeah,

sure, you may end up writing copy yourself, maybe you do already, or maybe now then you

want to do it, or you just, whatever the reason, like, it's very valuable to understand

the mechanics and the process behind writing great sales copy. So that's one reason.

Beyond that, you know, even for copy-cheaping copy editing, teaching copywriters, training

copywriters that you hire, all these things, I mean, so many businesses are run and driven

by good copy, and this is true of long form, which we are going to look at lots of examples

of, but it's also true of, like, you know, shorter form copy, e-com, things like that,

which I'm also going to pull some examples of as we get it throughout this course.

And so, as a result of that, it just makes perfect sense. It's, I'm trying to think

of a good analogy off the top of my head, and I'll probably have to come back to that,

but you really want to, it's like, was it Nancy Reagan or Ronald Reagan or someone said,

that, you know, they couldn't define pornography, but you know, when you see it, well,

maybe like, it's like, you know, you can't define good copy, but you know, when you see

it, and now you'll actually be able to define what good copy is and you'll have

a checklist, and I'll save you a ton of money too, because if you hire copywriters and give

you shit copy, you'll know shit copy, versus where you may be right now, which is that,

you know, you get it, you have no idea if it's good or not, you test it, sometimes it

works, sometimes it doesn't, you don't really understand why, right? And if you are the

employee of a business owner and they've put you into this course or this program or bought

it for you, first of all, tell them, thank you, they're amazing. But beyond that, this will

help you and your career in a very out of ways. You know, it helps you to do better

at your job, better in your position with that business owner, and generally what happens

when you do better in the business, or when the business does better, you do better,

you know, incentivize you, you have new opportunities, become more valuable to the company,

all that kind of stuff. So, no matter if you're a freelancer, a business owner or an employee

right now, I really truly believe that what's inside of this course can completely change

your life. And another point I want to make, too, is it's not just about those three categories,

but really what you're going to learn here, and the art of effectively creating better sales,

copy, really sales copy is just sad sales and it's selling and this messaging is how you sell.

So, I want you to really think about the fact that this stuff can apply in such a

variant of ways. If you speak from stage and you're doing a pitch, like I have actually done a pitch

just from stage where I just used R and B.C. And especially the sales owner outline, which you're

going to get in the seek component of this, and crafted very successful pitches that have generated

million dollars and more from stage. If you're doing presentations at work and you're trying to,

you know, convince somebody of anything, really convince anybody of anything. If you're doing

one-on-one sales and a group sales call or a webinar, what you're going to see is a lot of the

principles here. If you're, you know, intelligent about this, like, and I'll try and point

out the connections when I can, but a lot of the principles here can apply to basically any form

of communication or selling, really selling is effective communication. So, those two things are really

tied together and go hand in hand. And I do want to encourage you to be thinking about that

throughout. Don't just think about, if I show you an example in health or finance or

I really want to encourage you, and it's really important you do this. Even if that's not

your vertical, it should be very easy to think about how can this apply to my vertical,

my niche, my industry, whatever it is. And generally, it always is going to be able to apply to

that. So, I think it's really important that you do take that mindset and that you have it during

it's really very important. So, I want you to agree to do that. Okay, as you're watching this.

Now, you know, what is like the story behind R&BC? And why am I here, you know, why am I making

this course besides the fact that you, as I say, can help you to consistently write better

sales copy in less time, right? But why? So, I started writing sales copy in 2012. I had a corporate

job in South Florida doing outside sales and my now wife Laura at the time we just recently met.

She was ranked copy and I was tired of being outside all day in the hot Florida sun and coming home

and she was making five or 10 times more than I was at home drinking to beer and her pajamas

are underwear, you know, just writing copy. And I'm like, man, I want to do that too. And so,

I put a add on warrior form and the warrior's for higher section, warrior form was like an

internet marketing form at the time. And it was a add to hire me. My first sales letter was for

myself saying hired me to write your sales letter. And I priced my offerings at $149 per sales letter.

And I went to bed that night and I woke up and I had $298 in my PayPal account. And it was like

the greatest moment ever. It was that moment of, of, aha, oh my god, I can make money, like doing

something I love doing. I can make money online. I can make money writing. I can make money from

anywhere. All of those things kind of flashed through my mind. And in that moment, it was like

one of the most exciting moments of my life. And I quit my corporate job sooner after I started

writing copy for clients. I didn't have any idea what I was doing, but I mostly just modeled off

of, you know, other things that I saw working and had some natural talent and things did pretty

well. So that went off for a while. And then in 20, I guess I've been 20, 13, a guy named E-Fong

hired me off of Warrior Form and he said, hey, I'll pay you $1,000 for any sales letter. And at

the time I was charging $497. So I was really excited about that. I busted my butt, wrote this kind of

cool sales letter that I was excited about, given to him, and it did pretty well. And so that was

awesome. So then he went and worked with a partner with a guy named Trian Saga in the survival

business that an offer called Backdoor Liberty and some other offers. And they started using me

for copy as well. Pay me, I guess $1,000 per sales letter mostly. But it was really cool about E-Fong

and Trian is that they really invested for the first time in the learning stuff. So they would show

me copy breakdowns. They'd show me sales letters where they had much of comments and they'd broken

them down. They would tell me to give me resources like a newsletter called the Screaming Eagle

Newsletter about fascinations. And we'll talk about fascinations during this training. They just

were really, they were kind of ruthless to give me a lot of difficult feedback. They'd make me

rewrite stuff. But for the first time, they were really pushing me to become better. So I couldn't

just coast. And there were times where I resented that to be honest with you. But there ultimately

was this huge benefit because I started getting good at copy for the first time ever. And so that was

really beneficial and the really special time of my life. After that, E-Fong left his partnership

with Trian to go to the health vertical or space. He partnered with some guys who were in Romania

and they had an information publishing company that was doing e-books on health. So the guides

on alternative health stuff like blood sugar, weight loss, hair loss, things like that. And I started

writing for those guys as well. At first, they were, the quick background is I also built like an

ad agency or a marketing agency as this was going on because I thought I needed to have an agency

to really scale. And that had actually become a profitable six-figure business. It was my first

successful, profitable business I ever had. But I was game burned out. So I was working with a ton of

doctors and had clients and I was doing SEO and building websites using WordPress and doing all this

stuff. And I started getting burned out. So I reached out to E-Fong and said, hey, you know, I'd love to

just write for you guys and go back to rank copy and make my life simpler. So but I need some kind

of stability. So would you guys put me on like a retainer potentially? And at first he was like,

no, we don't want to have that kind of a responsibility to you. I was like, okay, I don't

probably get it. But they hired me to write an offer in the blood sugar niche and ended up doing

extremely well. And at that point he came back to me and said, actually, you know what,

this did really well. We reconsidered. We will put you on a retainer. And but the way that well

wasn't a retainer actually, but it was a kind of a promise of work. It was really such a special

opportunity. I'm so thankful that I had this opportunity because essentially what happened is I was

I got to write as much sales copies I could in the course of a month and based on

how much I wrote, like, my conversation changed dramatically. So if I wrote four sales letters

in a month, I could pay the thousand dollars per sales letter. So four thousand dollars. And it would

pay me some money to write subject lines in email creatives and even to come up with a kind of

big idea of some things like that for them. So that was great. But here's the thing. If I wrote

eight sales letters in a month, then I got two thousand dollars per sales letter. And if I wrote 12

sales letters in a month, I got four thousand dollars per sales letter. So right, so if I write four,

I get four thousand, just for the sales letters. If I write 12, so I write three times as much,

I get 48 thousand. And so I had a massive incentive to want to write 12 sales letters a month. But

of course, you're thinking that's impossible. It's really hard or whatever. And it kind of is.

But that's what forced me to create the R&BC method, which I'm sharing with you right now,

because I realized, okay, I can do this if I get really systematic. And they were mostly, they

actually weren't all in the same niche, which is interesting. I always described them as a health

publisher, but the truth is actually they gave me a blank kind of blank canvas to do whatever I wanted.

So a lot of stuff wasn't health early on, but then we would also do, well, I would do

like dating or survival or law of attraction or make money, investments, all kinds of stuff like that.

So I actually got to write and all these verticals of copy. And I was going up with the ideas,

I was coming up with basically what the products would be all of that for a start to finish.

But even though they were different verticals, it was the same demographic again and again,

which was like 50 plus fairly conservative, slightly skewed male demographic. And so

that's where the R&BC came from. Because I was like, I need a method to write consistently right

good sales copy and this little time is possible, right? So as you go through the process here,

you'll see that that's why I did it in a work. I started making between all of the different like

48,000 for the sales letters, plus bonuses, plus some submit lines and email creators for all of

them, all that stuff. And I started making like, you know, I had months where I do 70 to 80,000 a month.

And that was the most money I've ever made in my life at that time by far. And it was extremely

life-changing. And that was because of R&BC. Now for me personally, I didn't just stop there.

I decided to start my own company and I went to health supplements because I was like,

I already understand the health vertical. But, you know, rather than do info products when I do

physical products. And so I went that route. And I started to health supplement company. And the first

year we did a million dollars in revenue. But we lost $100,000 because I didn't know what I was doing.

But the second year we went from $1 million to $23 million profitably. And all the letters I wrote

I followed the R&BC method to help tremendously. And then from there, I was able to

eventually I wound that health company down in like 2017. But I started breaking so scoffee

for clients again and getting involved with other ventures and did a two-day intensive and

Las Vegas where I taught my R&BC method to people. Fifty-five people came. They paid an average

of I think $12,500 because I tiered the pricing for like early birth to last minute with 15,000.

But it average about $12,500. And I taught R&BC over two days, a bunch of like kind of big names

and the direct response world came. And they all just sat. It was incredibly valuable and awesome.

And it's a great. And then that was kind of it. I didn't teach R&BC anymore after that. But then

Justin Golf reached out to me and I guess it would have been late 2018 and said that he wanted

to start a program called Copy Accelerator. And the goal was to help teach people how to

better copy and get better sales copy and be able to create something that could scale on

coal traffic. So eventually I agreed to the partner of Justin on that. We created this program

Copy Accelerator, which is our mastermind. As of the time of recording, we've got about 120

members in it. It's a combination of freelancers, business owners, and the employees of business

owners. And we teach R&BC method to our members as well as other stuff about how to scale

and coal traffic. So like dilating an upsells and when you add creatives and a lot of other stuff

that will actually a good chunk of it will be covered in this course as well. And those two are paying

an average of 30,000 a year for that stuff. So the fact that you're here and I don't know what I'm

charging as I make this video, I have some ideas of what I'm going to charge for it. But I

guarantee you it's a lot less than 12,500 or 30,000. So I hope you see the value here. And the fact

that by the way, to close the loop on copy Accelerator, it's like people who use it, R&BC method,

are changing their lives. I mean, I've got countless testimonials and you'll see some interviews

with people that I'm going to include, talking about how the method has impacted them and their

business and their career and things like that. And the same thing's going to happen for you.

So I'm really excited to share that with you here. What you're going to find is we go through R&BC

here is that it takes a lot of the mystery out of copy rating. And a lot of the copy you're going to do

to sell, the sales letter actually gets written before you even get to the letter. So that's really

good for you to know too because rather than staring at a blank screen and not knowing where to start

or doing some research, but it feels disjointed, you will have a very clear picture. That's

like the great thing about R&BC. It's really a paint by the numbers step by step approach.

If you follow these four steps that I'm going to be sharing with you, you will know how to write

effective sales copy whether it's a long form or a short form. And we'll look at examples of

all of that stuff here. So that's the big thing here. It's like you're going to unify the framework.

It's logical. It's step by step. And there's really no other method or course like this that I'm

aware of. I've seen lots of other copy rating courses and systems and people who take

teach it through will train it. But I truly believe nobody teaches copy rating like I do. I think

there's no method as good as R&BC. I have like a lot of data to the back that up just by the

countless freelance writers and business owners and employees who have all joined Benchub and

trained on it and who have all improved their copy dramatically and gone from never writing a

promo before and writing a six or seven figure or eight figure, a grossy and piece of copy.

Or an ad create you as an ad create ever long form or something else. And so

I really hope you get value from this. I think you will. I'm giving away everything. There's

not like a, you know, this isn't the light version. It's everything. So yeah, we're going to jump

right in in a second here and we'll start with research. You know, from there we'll go to

mechanism, then the brief, then the copy and I've got some additional bonus modules and

the trainings we'll see as well. But I can't wait and what's going to get started with research here.