Original subtitles

All right.

All right.

All right.

Welcome to module two.

You are officially here and we are going to go into my 10

step copywriting framework.

So here's the deal.

Throughout the years, Many teachers have come up with their own frameworks, and in

my opinion, they're overly complicated.

21 steps, 57 steps, a hundred steps.

Every little piece of minutiae gets scrutinized and has a rule.

I've distilled all of this down into 10 steps that you'll soon

be able to memorize and again.

Have in your back pocket, and we're gonna go through each

of these steps in this module.

I'm gonna explain what it is.

I'm gonna give you examples of it and give you a quick little

action exercise to make it real.

Does that sound good?

Are you ready?

Let's do this.

So why is this framework important?

Well, before you get excited about, oh, I just wanna write email sequences or

landing pages or video sales letters.

You are, you are about to learn this entire framework that gives you all the

components to be able to go and apply that to any medium, to any form of copywriting.

But first, you have to do the work.

In this module, you have to understand each component of the framework in

order to be able to move forward.

Then you can apply it to everything at any time, and you'll be

able to dive into emails and landing pages very, very easily.

Step one, part one, component, one of the framework is getting

your customers attention.

You are going to call them out.

That is literally the first step.

You are going to say something ultra, ultra-specific like,

Hey, carpenters of silicon.

And get their attention.

You know, a lot of times on landing pages or sales pages, it will literally

call them out in text and it will say, attention and, and sometimes this is

over the top, but you can do this.

You can say something like, attention carpenters of Silicon Valley, and

you'll even notice that some sites that you've been on will geotag you and be

able to show you exactly, they know exactly where you are based on your.

Cool little growth act that you can look into, but the point is

that you have to be ultra specific about who you are targeting.

Now, like I said in the beginning, the ultimate purpose of this

is to get their attention.

Why?

Because the internet is a busy, loud place.

They need to know that they're in the right place for them.

So the more specific you are by calling out little Johnny, Johnny

knows, oh, I'm in the right place.

This page is for me.

Also, side note, subconsciously, the first thing that people think about

when they land on a website or any form of page or video is, what is this?

Who is it for?

And what will it do for me?

So, You have to get their attention so that they know they're in the

right place to even be able to answer those questions for themselves.

Ultimately, we're going to get their attention with a really strong

headline, and then we're gonna show them that we understand the problem.

What is their core problem?

Again, remember back to everything that we talked about, what is their core

problem, and in the sub-headline, how are we going to now solve that problem?

Let's lead with the benefit first.

It's just getting their attention and then it's showing.

This is the benefit and here's how we're gonna help you solve it, or

I'm gonna help you solve it with my tool or product or service, or,

you know, leave in conditioner.

It could be anything.

Again, this applies to any form of copy and it applies to any product or service.

Now, one of the keys with this, something that a lot of people don't do is they

often write their headline and their sub-headline and their benefit in the

form of, I remember, no one cares about.

And I don't mean that to be rude, I mean that to be real.

No one is on your website or your video because they're there for you.

They're there for them, so you have to speak to them.

You always have to remember to keep the customer and the prospect in mind.

And so one of the ways that you can do that is train yourself

to use words like you and your.

The second person, right?

Always speak with them in mind.

Put them first and sit in their shoes.

You've done that because you've spent so much time on the avatar exercise, on

the persona exercise, getting to know them, and now is your chance after all

the work that you've done to go into their shoes, show them that you're, you

know who they are, they're in the right place and you understand their problem.

So use words like you and your as much as possible in your head.

To really make it clear and signal that they're in the right place.

And so the easiest thing obviously, that you can do as an exercise

right now is write some headlines.

So identify something that you need a headline for right now.

Maybe it's a landing page for, you know, you're giving away a lead magnet,

uh, a free offer, an ebook of some.

Or you have a webinar and you want people to opt in and attend your

webinar, whatever it might be, right?

Or you have a whole sales page no matter what.

It's generally gonna have a headline.

So you're gonna write some headlines now.

Oh, I don't know exactly what to do.

What's a proper headline?

Exactly.

So what you're gonna do is you're gonna write as many headlines

as you possibly can, and you're gonna start doing a brain dump.

Now, the key with writing headlines and sub-headlines and all of this

is that you're never gonna land on the right one the first time.

The real true magic of a great headline that gets people's

attention is the 20th or 20.

Variation and iteration where you've improved upon it over

and over and over again.

So as you're writing your headline, make each one a

little bit better than the last.

Improve some component of it.

Improve one of the words that you use.

Improve an adjective, improve.

Um, maybe may maybe use a power word of some sort that gives energy and emotion.

The key is that you want to instill emotion.

You want people to react, right?

How do you get someone's attention?

Emotion is generally how we get people's attention, so, 20 to 25

headlines minimum each one being a little bit better than the last one.

You'll eventually find that the last few, you've landed on gold and they get

better and better as you move forward.

And when you get to that point where you're almost exhausted and you can't

write any more headlines, you'll know when you've landed on the winner.

And if you want to test it, Ask a few people when I first was getting started,

even still today, when we're gonna send an email, I test the subject line

with like a little audience of people.

I have three to five people that I always will text and be like, pick

A or B, or I have, you know, my own team in our Slack channel that I'll

say, Hey guys, do you prefer A or B?

So if you're unsure about which one's the winner, ask people.

And obviously don't forget about testing.

You don't have to have the perfect headline.

You can always test and you always should be testing.

That's really the key to direct response copywriting.

Testing, testing, testing.

Start with one, have a control in place.

The control means the one that you know you're gonna begin with, and then have

a challenger have one that comes in and tests against the one that's existing.

And over time, you can continue to make them better and better,

but the key is to start somewhere.

So let's make this real with a quick action item.

Let's start writing out as many headlines as possible.

Again, just start with one.

Your goal is to get one headline out, then two, then three, then four until

you get to at least 20 headlines.

And just remember to keep improving a little bit on the previous headline.

Maybe try a different emotional power word.

Maybe try a different benefit or a different angle on the

transformation, and just keep iterating on that until you improve.

And don't worry too much about the sub.

Mainly write out the headline that you love.

Do at least 20 of those.

And then once you have the headline that you love, just write a

quick sub-headline to explain.

Don't worry too much about the sub-headline because you're gonna

be able to shift this around a lot.

But the key is to just explain the big promise that you're calling

out upfront, and you'll end up with one headline and one sub-headline,

and this is gonna get you started.

And creating this long form sales letter or sales video and all

these components you'll be able to use in the future with anything.

So, quick action item, go to your workbook, bust that out, and I'll see you

in the next lesson where we're gonna dig into the problem and the next component,

step two of the 10 step framework.

I'll see you there.