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Lex DeVille's: 15 Days to Freedom - Make Money Copywriting in 15 Days or Less

lazaralex

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Day 9 | Influence Lesson 3
Psychological Rules of Persuasion


Six Rules to Breach Your
Prospect's Mind & Command
Higher Earnings Now


What if you knew 6 simple tools could bring you unlimited results?

I'm talking 10 times the results of writing a thousand sales letters by hand...

Would that be worth reading a few more lines?

If you gotta minute, and wanna know more, then you can learn.

And, I'll even tell you for free.

Many of you have heard of Robert Cialdini, and his 6 laws of persuasion.

But, for those of you who don't know him, he pretty much set the standard for influence by researching & understanding what makes people tick.

From there he came up with 6 simple tools of persuasion that are so powerful they can get virtually anyone to do anything you want them to.

In fact, they're so powerful that sales and collections agencies use them all over the world.

They're so powerful that when I put them to the test as a Legal Assistant I increased collections so much that the Founding Attorney instantly updated our policies to account for my collections script.

So, before I share the 6 tools & how they apply in copy, I offer you this caution:

Only use these tools when your product is good and you have good intentions. I'm not responsible for anything that happens as a result of your use of these tactics. If you use them appropriately, then you'll experience unknown powers beyond your wildest dreams. If you abuse them, well, it won't end well...

With that out of the way, let's look at the 6 tools & how they apply to copy.



◘ Reciprocity ◘

◘ Commitment & Consistency ◘

◘ Social Proof ◘

◘ Liking ◘

◘ Authority ◘

◘ Scarcity ◘




◘​


1. Reciprocity


The rule of reciprocity is simple. When someone gives us something, we feel psychologically compelled to give something back. It doesn't matter what's given. It can be anything and many studies back it up. If you've ever watched a mafia movie, you've seen a slightly altered version of this in action.

Basically the person on the receiving end owes you a favor.

So, how is it used in copy?

First of all, you can write it right into your copy, just as I did above. "And, I'll even tell you for free."

Another way people use this is by giving away free ebooks, ecourses, or downloadables on their website. This has less power since the human element is removed, but it still works on some level.

The most powerful use happens when you use it directly with clients.


For example, by giving a free sample... you invoke the power of reciprocity, and in return they're way more likely to give you the gig, especially if you put a lot of work into the sample.


2. Commitment & Consistency

This little gem is a sort of tipping point. Let's say you're at a car dealership chatting with a salesman, and you're almost sold on a car you've been eyeballing for a while.

Then the salesman says, "Ready to make it happen?" or something similar.

Now your mind does battle with itself. One last bit of back & forth, because it knows that once you say "Yes", it's so hard for you to turn back it almost takes an act of God...

Once you say "Yes"... Once you commit, then you transition from prospect to buyer.

If you're using this on your website, then the most common type of commitment comes in the form of your Call to Action (CTA). What's important to note is that it's not specifically the words of the CTA that makes them commit. The act of committing happens when they actually push the button.

If you want them to push the button, or take some other action, then you can use disarming language such as:

"Get My Toy" instead of "Buy Now!"

If you're using it with clients, then the very best time is during your interview. When you're certain they're feeling confident in you, then you can close by saying,

"Do you have any more questions for me?"

Wait for the "No", then say:

"Great, well, if you'll go ahead and send the Odesk offer I'll accept it and get started immediately.
"

99% of the time they'll follow up with: "Sure thing, sending it right now!"

Consistency can be used with clients too.

Interviews are highly emotional, and many clients get wrapped up in it when you have good energy.

Then they say things like:


"If you're work is good, then we'll have a lot more for you in the future. We've got XYZ project etc..."

A statement like this gives you great power for getting more work later. For instance, when you deliver your first bit of copy and they say they absolutely love it, then you can follow up a few days later and remind them that they said they loved it, and ask for more work.

"Hey Bob,

I'm glad your first project worked out so well, and that you loved my work so much. You mentioned having more work if my copy was good. Now that you know I'm your guy, I'd love to start your next project whenever you're ready. What's next on the list?"

To go against this means going against his own word.

He practically has to give you another gig, because he said he would.


3. Social Proof

Social proof is super useful, but there's a catch.

You have to have it before you can use it.

On websites and sales letters social proof often comes as testimonials or logo images of clients who use your product. These can also be used on Odesk, and other places.

Social media buttons are often used on websites to show how many likes they have. Social media buttons double as a form of commitment/consistency too. If you click "Like" or "Follow", then on some level you're agreeing that you like the product.

When you're interviewing, it's easy to establish trust using social proof.

When they ask a question like: "How specifically would you handle X?"

Then you respond with:

"Great, question... When I wrote copy for Apple, I handled something similar by..."

Don't use "Apple" unless you've actually written copy for them. Use another client you've worked for.

In this way you establish that you've worked with, and satisfied other companies.


4. Liking

Another super simple, yet highly effective tool.

We like people who are like us, or who we believe are like us.

This is most commonly used in copy by asking questions.

"Are you sick of paying hundreds of dollars for iPhone screens?
Do you wonder why they won't make one that won't break?


I wondered the same thing, and after buying my 4th screen in three weeks
I'd had enough, so I built a better one..."


What I've done is established a connection between myself & the prospect. Instantly they see that we're just alike, and that we have the same problem.

The only difference is that I also have the solution, and that puts a smile on their face.
:)


5. Authority

Authority is established when a prospect believes you're a subject matter expert. If you're reading this thread, then chances are, you aren't. At least not yet, but that doesn't mean you can't be.

Common examples of authority on websites happen when we post images showing professionals related to our product. If you run a security firm website, then a man in a slick black suit with a blue tie looks more professional than a guy in shorts and a t-shirt. The man in a suit is an authority.

Establishing authority in writing or interviews is simple too, but you have to be confident.

Here's how it works.

When asked a question, such as: "How can I improve X..."

NEVER respond with the words, "I think you should..."

FFFFFFFF Those words!!!!!!!


If you're an expert then you're not giving your opinion. Opinions are educated guesses for people who don't know what they're talking about.

Instead say:

"Do this..."


or "Replace X with Y & move Z over here."

or "Delete that crap because it looks terrible!"

Never give your opinion. Instead give directions & guidance. Then you'll sound like an authority.

If you write with hesitation, or speak with hesitation, your clients will see right through you.


6. Scarcity

The last one on the list is one most of you have encountered.

Scarcity sets limitations.

This works for any product, and it's used 24/7.

"2 for 1 if you buy before friday."

"BOGO ends Tuesday"

"Cut the price in half when you call in the next 15 minutes."

"Supplies won't last long!"

"I've got 3 hours available this week."


"If you're interested, please let me know before the next guy hires me."

"I've got one left on the lot."

"I might have one left in the back room."

"If you want it let me know, because another couple is coming to look at it this afternoon."

You get the idea.

Anything that suggests your product or services are scarce makes them want it 10 times more.

It seems cliche, but I'm telling you it works.



That's pretty much the gist of it. All of these techniques are extremely powerful, especially when you get good at them, and learn to combine them so they work together. Then they build on one another and create a foundation for your sales that's so strong your customers are almost forced to buy.

That's why you have to make sure you only use these with good intentions. Only use them ethically...

If you make promises you can't keep, or if you offer services you can't deliver, then it's gonna be obvious real fast, and all the persuasive tools in the world won't save you from the damage you'll do to your reputation.

Day 9 Challenge
1. Close your eyes and imagine selling your first product or service. If you're already selling something, then imagine taking it to the next level. Get a solid picture of what that will look & feel like, and what you'll do with all the extra money you'll have when you achieve it!

2. Help someone without asking anything in return. After today's lesson you may start to understand that everything is an exchange of energy, and nothing ever goes without return. Just because you don't ask for something in return doesn't mean you don't get something in return.

3. Take some action you've been avoiding. Maybe you've waited to build a profile, or maybe you're afraid to contact clients. Maybe you're afraid to pick up the phone and call someone. Whatever it is, just do it.

4. Write 5 creative headlines that MAKE THEM STOP.

5. Write 3 paragraphs of copy utilizing some of the tools from today's lesson.


Great job! You've finished another lesson! If you're actually taking action and using
this stuff, then you're probably already earning! If not, keep at it and you
will soon enough. When you're ready continue on to
Day 10, Mindset Lesson 4.

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III

:)
Take some action you've been avoiding
I helped a friend give flyers throughout town for his father’s business.

It’s not something I’ve been necessarily avoiding. But it is unusual for me to approach strangers, give them a flyer and talk to them about it.

I thought I’d be nervous, but I actually liked it.

Write 5 creative headlines that MAKE THEM STOP

5 Headlines
1. “Feeling Lonely? Get a Puppy“
2. “Ethiopian Coffee Beans – Only 1% are Good Enough for Us”
3. “Is Heating Pricey? Try This and Save 30% of Your Heating Bill”
4. “Can’t Find Glass Frames that Make You Look Good? Let Us Do It for You”
5. “You Don’t Need that Cumbersome Wallet”

5 Products
1. Puppies
2. High-Quality Ethiopian Coffee Beans
3. Thermostat
4. Glass Frames
5. Money Clip

3 paragraphs of copy about coffee (actually four)

Like you, we want to wake up and have the best coffee we can have. That’s why we made a commitment to excellence. We hand pick all the Ethiopian coffee beans we sell and only 1% make the cut.

We are so sure of the quality of our beans that the first coffee pack you get from us is free. If you don’t like it, you don’t have to see us ever again.

Although, we highly doubt that. Over 50% of the top coffee connoisseurs voted our coffee as “the best I’ve ever drunk”.

Throwing away 99 out of every 100 coffee beans means we don’t have big supplies. Hurry up and buy now.
____________________________________________________________________________
*Fun Fact: I just drank my first coffee for this challenge (so I have a better understanding) :))
 
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lazaralex

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Day 10 | Mindset Lesson 4
Life is Like A...

It's time to step up your game.
Today's mindset lesson is a little different from the others. It doesn't cover the same old mumbo jumbo, and I won't be preaching action, solving problems, or finding visions. Not that those aren't important, and if you've been applying the lessons, then you've definitely had results, but today you're gonna learn a whole new tool that changes the way you look at copy, business, & even life.

And, by the time you finish this lesson, you may leave with a transformation that completely alters your path and propels you toward your goals, but only if you take action toward your vision by solving problems. (haha, that last part was just for fun.)

Seriously, just follow along, answer the questions, and let this take you where it takes you...


Life is Like A...

Forget Forest Gump. This isn't about movies. Instead, give this statement careful consideration and think about how you would finish it if you were describing your own life as a metaphor. Write it down. Start with, "Life is..." or "Life is like..." and think about what your life would be if symbolized.

Examples:

"Life is suffering."
"Life is a test."
"Life is a journey."
"Life is hell."
"Life is business."
"Life is a game."

Close your eyes if you need to and just let it pass through your mind. "My life is..." or "My life is like..."

This may be more difficult for some of you, and you may not have a clear association yet. That's okay.

Now, answer the statements below to gain clarity. Answer them in terms of metaphor. Brainstorm answers, and allow yourself to move over them freely. If an answer doesn't come to you for a question, then skip it and move on to the next. It's fine.

Please keep these answers private.
They are only for your own personal journey. <(that's a metaphor)


Finding Your Metaphor


When I really think about it, life is like...

In all honesty, day to day living is...

The problems in my life are like...

I struggle in life because...

A physical object that symbolizes my life so far is...

Life is like... (Insert your metaphor for life here)


Understanding Your Life Metaphor's Impact on You


Answer these questions honestly to help you grasp the full impact of your current metaphor on your life. Use metaphor to answer these questions. For example, if you came to the conclusion life is like a garden, then maybe others are seeds that need water to grow.

How I see others...

How I see myself...

How I respond to challenges...

Strengths of this metaphor...

Weaknesses of this metaphor...


By now you probably realize the metaphor we use for life has great impact on how we interact with ourselves, others, and how we approach the world. There's no wrong answers, but as entrepreneurs and problem solvers we can take giant leaps toward our goals by simply acknowledging the strengths and weaknesses of our life metaphor.

Some life metaphors have far more strengths than weaknesses, and if you hang around this board a while you'll start to notice the differences between the metaphors used by sidewalkers, slowlaners, & fastlaners.


How Do I Use This Info?

Well, as humans we all understand things in terms of other things, and how we understand and perceive things greatly affects our actions in every aspect of life.

So, if we think life is a test then we may see ourselves as the one being graded. Maybe we see others as teachers who can teach us, students we can teach, or competitors for the best grades. We may prepare greatly and strive to achieve the highest possible results, though we may take life too seriously at times and forget to have fun.

If we think life is suffering then we may see ourselves as someone doing the best we can given our circumstances. We may see others as poor souls suffering just like us, and we're all in it together. We may respond to challenges by doing the best we can, and it may be easier to accept our limitations. Unfortunately it also becomes easy to fall into the victim mentality.

Again, both have strengths, and both have weaknesses, but for the entrepreneurial journey, one is far more useful than the other, and is the clear winner. <(metaphor for life as a game :))

What's really cool about life metaphors is that we're not limited to one. We generally adapt one and tend to live by it, but that doesn't mean it can't be replaced.

So, if you're not getting the results you want, then maybe it's time to reflect on your current metaphor, ask yourself if it's truly useful, and if not, answer the questions below to discover a new one.


Adopting a More Useful Life Metaphor

Adopting a new life metaphor is really easy. Just think of your life in terms of the new metaphor and you instantly gain clarity on how it works. Keeping that metaphor around is a little trickier, and if you want it to stick you've gotta work at it.

First keep an open mind and accept that you must actively work at keeping your new life metaphor until it's fully integrated into your life. Commit to actively working toward living life in terms of your new metaphor daily. It may help to rehearse your metaphor out loud or on paper just as we sometimes do with our goals.

Eventually your new metaphor sticks, and when it does, boy is it some powerful shit. Instantly you see life through new eyes, and you approach the world in completely different ways. You start to notice things you never noticed before, and you know something has changed.

This is how you achieve the shift in mindset that Fastlaners are always talking about.

Don't try to force the old metaphor out. It won't work. This is a shift that happens over time. Anytime you want to utilize the new metaphor, it's as simple as thinking of life in terms of that perspective. If you do this enough times, it becomes automatic. That's when the real power kicks in.

Now, let's find your new metaphor.


My New Life Metaphor

Brainstorm answers to the following questions just like you did before.

I'd like my life to be more like...

Realistically, this is possible because...

If my life were more like _____, then...

The primary roadblocks preventing my life from being more like _____ are...

I can drop my old life metaphor if...

I can adopt a new life metaphor if...

I'll integrate my new life metaphor into my daily life by...

My desired life metaphor is... (Insert your desired metaphor here)


Understanding the Impact of Your New Life Metaphor

Just like before, answer the following questions to see how things change based on your new metaphor.

How I see others...

How I see myself...

How I respond to challenges...

Strengths of this metaphor...

Weaknesses of this metaphor...


If you actually worked through the questions above, then you should have a new metaphor and a clear understanding of how useful this process can be. What once was suffering may now be opportunity. What once was battle, may now be a game. What once was a test, may now be freedom.

Before moving to the next step, please take a moment to review your new metaphor and ask yourself if it's truly more useful than the old one. If it is, then great! If not, then consider exploring other metaphors that might be a better fit to reach your goals. The purpose of this exercise isn't simply to replace old metaphors.

It's to replace less useful metaphors, habits, thoughts & actions with more useful ones.


Ideas for Installing Your New Metaphor

Now that you have a highly effective metaphor for life it's time to plant it deep inside your mind, water it, and let it grow into the new person you want to become. The highly successful entrepreneur & businessman or businesswoman you're fighting to be.

There are many ways to integrate your new metaphor into your life. Here are 2 useful exercises you can try that may help you speed up the process.

Exercise 1

With your eyes closed, bring your new metaphor to mind. How does it look, sound, & feel? If it's a physical object, then hold it if you can. Your life metaphor and your vision are closely related, and when you clearly experience your metaphor, you may also find you clearly experience your vision too. As you begin to associate them, it becomes easier and easier to fully integrate your new metaphor into your reality.

Exercise 2

Embrace your experience from exercise 1 and continue that experience by envisioning a day in your new life with your new metaphor fully integrated. See what you see, hear what you hear, feel what you feel. Move through an entire day inside your mind from your new perspective & your new life, and notice how things have changed.

If your new life metaphor is "Life is a game." then imagine life as a game. How do this change your actions? How do you see the world? How do you respond to challenges? What new opportunities arise when old limitations are replaced by your new resources?


There are many ways you can focus on your new metaphor, and many ways you can integrate it into your life. Whether you do the exercises above, rehearse out loud, write it down, or something else, simply start thinking about it, and take new actions from your new perspective.

Maybe your new metaphor integrates fast, or maybe it takes a little longer. Either way, just notice when it happens and take a moment to smile and enjoy knowing that instead of being a hundred miles away...

Your success is within arms reach now.


Day 10 Challenge
1. Answer the questions and try the exercises above if you haven't already done so.

2. Help someone in some way. Solve a problem for them. Ask nothing in return.

3. Take action on something you've been procrastinating on, or putting off.

4. Write 5 headlines that are very specific - targeted toward a niche audience.

5. Write a short 2 to 3 paragraph, persuasive product description (not a sales letter).


VVVVVVV
VVVVVVV
VVVVVVV
VVVVVVV
VVVVVVV

I hope you enjoyed this mindset lesson. If you followed along and
actually took the time to fill out and honestly answer the
questions then you may come to realize that success
is a lot closer than it sometimes seems. It's all a
matter of mindset & how we view the
world. Those who understand this
win the prize. When you're
ready continue to Day
11, Technique
Lesson
4


Here goes day 10.

Action I’ve Been Putting Off

I’ve done some cold calls. It gets easier and easier. In fact, the hardest is the first call. Yet, for some reason, I still like in-person talking more.

5 Niche Products
I used my boxing experience for today’s challenge.

1. Boxing Gloves That Won’t Hurt Your Hands
2. Boxing Shoes That Don’t Cause Blisters
3. A Mouthpiece That Doesn’t Make You Vomit
4. A Plan to Make Weight Quick (based on water weight loss)
5. An Arm Stopwatch That Counts Boxing Rounds

5 Headlines
1. “Hitting the Bag Used to Hurt My Hands Too… Not Anymore”
2. “Blisters from Yesterday’s Boxing Session Hinder Today’s Training? Try This”
3. “A Mouthpiece Shouldn’t Make You Vomit – It Should Protect You”
4. “Fight Day’s Coming and You’re Still Too Heavy for Your Weight Class?”
5. “Counting Rounds While Training Alone Can Be Done Easily.”

Product Description

Get our mouthpiece now and say goodbye to:
· Rubber-like Taste of Your Cheap Mouthpiece
· Having to Stop a Bout Because Your Mouthpiece Makes You Puke
· Broken Teeth Caused By Not Wearing Your Mouthpiece
 

lazaralex

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Day 11 - Technique Lesson 4
Storytelling

Once upon a time...

Recall the last time you read something really amazing. Something that grabbed your attention, drew you in, and was so awesome you couldn't put it down.

What was that like for you?

My last great fiction read was Harry Potter, and though I read it like 15 years ago, I still remember the experience like it was yesterday.

Not only that, but it took such strong hold of my attention that I could barely put it down from start to finish, and that goes for all 7 books.

That's what needs to happen with your copy.

But, copy has less room. We're not writing novels, so is it still possible to create such clear images in our readers minds?

We may have less room, but there's a secret weapon that gives us just as much power when properly employed.

So, How Does it Work?

It's Friday night, your home relaxing and your partner says, "Let's see a movie."

You're not really in the mood, but you've got nothing else to do, so you sigh, agree, and check Google for local listings. Together you find one that looks good and you set out for the theater. Your partner is super excited, but you're still humdrum.

When you get there, you buy tickets, and grab the entryway door handle. As soon as it cracks you're slammed with the wonderful smell of extra buttery popcorn, and you follow the peppy popping sounds to a nearby snackbar with vibrant blue and red neon lights.

A small line begins to form, and your partner yelps, "Quick, let's get snacks!" before making a beeline for the bar.

Colossal drink in one arm and a bucket of popcorn big enough to fill a bathtub in the other, you make your way past the ticket checker and through the double doors leading into the low-lit, theater 4.

When your eyes adjust you climb your way to an empty row in the very middle and get the best seat in the house, where you make yourself comfy, and wait for the show while stuffing your face with corny puffballs of grease.

After ten minutes of waiting, and two minutes past showtime, your frustration's at an all time high. "Why the F*ck hasn't this show started yet!? It's 8:02!!!" Luckily the lights dim just as you finish your thought, and you relax back into your seat and prepare for your movie.

Now several trailers play. You remind yourself you hate trailers, but then one catches your eye. It shows a movie that you read online might be coming soon, and you hoped and prayed it was true. With a huge smile on your face you lean forward, and your pupils grow three sizes. You're glued to the screen...

Then another trailer plays, and low and behold, it's another movie that you really want to see! What are the odds of getting two great previews in a row? Must be your lucky day...

What's more strange is that this trend continues all the way until the show starts, and when you finally get to the movie, you have no idea you just endured half an hour to forty five minutes of commercial advertisements.

Still leaning forward, still with big pupils, still glued to the screen, the movie finally starts with some kind of opener that reels your attention ever deeper, and instantly draws you in. Then it gives you exactly the story you hoped for and for the next 2 hours you sit in silence, gaining weight, and forcing back your bladder while desperately hoping to make it through one more scene.

Eventually the end comes and the credits roll, and you grab your trash, head to the exit, and leave through the double doors in a herd of smiling faces. Then you cock your head toward your partner and say, "So... wha'dya think?"

For the next twenty minutes you carry on the exact same conversation as every other patron, all the way home, until you're back on your rear, crying about your terrible stomach ache and praying you live through the night...

Sound Familiar?

That's because millions of people have the same experience every day. Millions of people hand over their hard-earned cash to sit in a tight space full of stinky strangers, while getting fat, watching commercials, and holding their pee for hours...

But How does Knowing this Help My Copy?

It doesn't.

The theater has nothing to do with your copy.

But... the short story about the theater has everything to do with it!

Creative copywriting is all about selling to people, without it feeling like they're being sold to. When we go to a car dealership we may actively avoid sales-people because we don't like to be sold to. We have a stigma against it.

But, if someone simply tells us a story, then we open our minds to the experience. Storytelling isn't like sales. Instead it's fun and engaging. It connects with a different part of our brain and doesn't trigger our fight or flight response.

In this way it subtly bypasses our unconscious alert monitor and allows us to speak directly (read indirectly) to our prospects to move them from line to line until they finally buy.

How Do I Write A Good Short Story?

Well, this a whole course topic by itself, but I'll try to sum it up in the next few lines...

1. Start fast & start in action.


If at all possible, don't start at the beginning of a story (I did in the example above). Start somewhere in the middle if you can, and draw the reader in fast. Add any background details as you go.

For instance I could have started the story with my characters already at the theater... "We entered the theater to the smell of popcorn after Jane finally persuaded me off the couch."

Remember to keep your sentences & paragraphs short so they move quickly. Only use long sentences for things you want your reader to take more time and focus on.

2. Use the Right Perspective


In copywriting we use 2nd perspective a lot because it's easy to keep the focus on your prospect, but sometimes using 1st person can be just as effective.

Sometimes we need to tell an actual story, and we need to use the word "I". For instance, "I discovered the secret formula for this amazing food bar while trekking the mountains in Nepal..."

3. Engage the Senses

Yes, I've said it before, but seriously, if you couldn't smell the buttery popcorn, or hear the peppy pops above, then you're either numb or dead. Use words that speak to the senses. Speak is a sound word. Smell is an olfactory word. See is a sight word. Popping is a sound word. Dim-Lit is a sight word. Cold air is a feeling word. etc.

These words connect with us by drawing us into our own minds for the experience. This is how you create mind-blowing experiences.

4. Use Appropriate Context

If you're advertising the next great bench-press, then it doesn't make sense to set the scene in a massage parlor, right? Instead you write about impressing friends at the gym, or showing off your pecks at the beach. Now that makes sense. Set your story in the proper location.

5. Actually Tell a Story.

It's not enough to engage the senses and use good context. Storytelling has proven to increase sales... by a lot... It doesn't even have to be a long story. Just something to engage your readers and set the mood, tone, and context of your product.

"I wasn't always this ripped. In fact, I used to be a scrawny little wuss just like you. But one day, when our fat-a$$ neighborhood bully was pushing me around at the corner of Owned Avenue & Wimp Street I decided enough was enough. With scraped knees, and dirt on my nose, I picked myself off the ground and started the toughest training regimen of my life. Three weeks later I was a monster, sporting a six pack of solid muscle and more power than God himself. The bully never showed his face again..."

Stories like this tell people who you are, how you came to be, and help build rapport and trust by showing how you're just like them. This is what knowing your market is all about, and it's how you sell without selling.


Okay, so there's a lot more to short story-telling, but this is enough for a start. Definitely consider reading more about short story writing on Google, and search for a book called the cheaters guide to short story writing on Amazon. Then start integrating it into your copy and be amazed at how powerful you become.

That's it for now. Sorry for any poor comma usage. I'm pressed for time today, and don't have time to comb through this one. Just take the lessons, and ignore any errors. Hell, it's free, right?


Day 11 Challenge
1. Write a 2 to 3 paragraph short story about a product that explains how it came into existence. How was it born from a need. How did it manifest from a problem.

2. Write 3 mind blowing headlines that would make someone want to read your story.

3. Help someone and ask nothing in return.

4. Take one action you've been putting off. Seriously, just do that shit now!!!

5. Take a moment to yourself, calm your mind, and review your vision.

6. Remember your life metaphor and integrate it into your vision.


Thanks for sticking with it guys! I know you're gonna
love it when you start making money with this
stuff! It really is that powerful, but you've
gotta read between the lines because
I can't tell it all here. When you're
ready, continue to Day 12,
Influence Lesson
4

The Short Story

As the last fight ends and the winner is announced, I have to walk to the ring. I am calm, confident, ready for what is about to come. I step in the ring. The bell sounds. It’s on.

After the first minute, it’s clear that my opponent is outclassed. I’m leading. But
about 2 minutes in the first round I feel unwell. My mouth gets watery. Just as the bell sounds I start vomiting all over the ring. The bout is stopped.

That’s when I decided we, boxers, need a better mouthpiece. I spent hundreds of hours researching, testing, and tweaking. And that’s how my custom mouthpieces were born.

3 Headlines

1. How I Puked on My National Championship Fight
2. Who Would Have Guessed a Mouthpiece Could Take Me Out?
3. I’ll Never Lose a Bout Because of This Ever Again

One Action I've Been Putting Off

I honestly have no idea what I should do. I cold called, cold emailed, tried to make Upwork and Fiverr work. I still do those things. I don't think I'm put something off. This whole situation drives me nuts.
 
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lazaralex

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Day 12 | Influence Lesson 4
Finding Balance Between Ouch & Oh Yeah!


What if I told you that you could earn money in 15 days or less by following my system, guaranteed?

As a budding entrepreneur strapped for cash does that interest you? If so, why?

This lesson is simple & straightforward, but it's paramount to understanding what makes people buy.

So, back to the question...

We already know that earning money in 15 days or less interests you. Otherwise you wouldn't be reading this thread. So, the only part left to answer is...why? There could be a lot of reasons, but in copywriting we only care about the core motivations / emotions / desires.

That's great because it turns out, there's only 2 core motivations when it comes to buying stuff.

Imagine for a moment you're a beautiful antelope grazing on the open plains. You're enjoying a nice sunny day and surrounded by complete serenity. Around you is a herd of 100 other antelopes just like you, and they're all doing the same. All of you are focused on eating, drinking, & generally distracting yourselves from the problems of the world.

Then something rustles in the tall grass a few hundred feet away. One of your antelope friends pokes his head up and gets wide-eyed. WTF was that?!

You and 100 others turn to face the tall grass, waiting for any sign of movement. For a moment all is still... Then it happens - a 1,000 pounds of razor sharp teeth and claws sails through the air and charges straight for you.

What do you do?

Unless you're completely brain-dead, you run like hell!

Your friends all do the same - even the fat one that prides himself on gluttony.

Why?

Because being eaten alive is incredibly painful!!!

But what if things were a little different?

Now imagine you're a magnificent antelope-eating machine. A thousand pounds of fang and claw. A true king of the jungle, and you stealthily watch the antelopes grazing a few hundred feet away.

Your stomach rumbles. You haven't eaten in 3 days, and you know if you catch one you'll have a full slab of beef all to yourself, and it'll be the most fulfilling meal you've ever had.

You see them over there, and imagine sinking your teeth into every last morsel of savory hide. You imagine how it will fill your stomach, and a sliver of drool pools at the corners of your mouth.

Suddenly you forget your feelings of weakness. You forget your feelings of fatigue. Instead, you're overcome with so much motivation that you narrow your focus to a single target - one you can easily get. One that offers instant gratification.

Finally it's too much and you leap, charging faster and harder than ever before!

The entire herd of antelope takes off running, but you don't care! You run faster, and faster. They're telling you that you can't have them, but nothing will stop you from satisfying your craving for pleasure & fulfillment!

What's the difference between the antelope and the lion?

It's simple.

The antelope (even the fat one) is motivated to run like hell because suddenly running is less painful than not running.

The lion is motivated to run like hell because of the pleasure & fulfillment eating a delicious antelope will bring.

The Lesson

Some people are motivated away from pain.

Some are motivated toward pleasure.


When you understand this simple concept, then you have great power to influence your audience.

One of the biggest mistakes people make is focusing only on the benefits of their product, or only on the pain it solves. Both of these motivate some people to act, but they completely ignore the rest.

When I wrote: 15 Days to Freedom - Make Money Copywriting in 15 Days or Less - I reached out to both sides of the spectrum.

Some of you were motivated to click because the headline offers a fast route to pleasure. It suggests you can make money fast, gain a quick win, and propel yourself forward, toward success.

Others were motivated by business pains that might be avoided if you had more money to spend. Maybe debt is killing you and you must find a way out. Maybe your app can't be finished because you don't have enough funding. Maybe you were simply afraid that this thread might have answers, and that you'd hate yourself for the rest of your life if you skipped a free chance to find out.

Either way you were motivated toward pleasure, or away from pain.

In copywriting (and sales) this is a key piece of information, and once you acknowledge it, you can start writing copy that reaches out to both types of people.

Whether you're writing your headline, the body copy, or anything else, always keep toward/away motivations in mind. Write to both, and avoid focusing only on one direction. In this way you maximize your outreach, and you empower more people to take the actions you want them to take.

This is how you win big.

This is how you help your clients win big too.


Day 12 Challenge
1. Write 5 headlines that target both pain & pleasure.

2. Write 2 paragraphs of copy that utilize storytelling & metaphors to speak to both audiences (pain & pleasure).

3. Do something for someone without asking anything in return.

4. Take action toward something that gives you pleasure, or away from something painful. Make sure it moves you toward your goals.

5. Get a clear picture of your vision in your mind and just focus on it for a few minutes at the start of your day. Focus on accomplishing it. See yourself from the present moment as if you've already achieved that vision.

*****************
*****************
*****************
*****************
Please note that the only reason I'm able to write this post is because I
was motivated away from the pain of returning to a slowlane business.
This is what it's all about We take action when the pain of doing
becomes less than the pain of not doing. We also take action
when the rewards offered are so great that we'd be
stupid not to try (buy). Accept this as fact and
use it, and you can sell to anyone.
That's it for this lesson. When
you're ready, continue to
Day 13 | Mindset
Lesson
5

Write 5 headlines that target both pain & pleasure.

1. Already Made Skewers – “A Quick & Tasty Grill Has Never Been Easier”

2. Bariatric Surgery – “Fat Loss Diets Don’t Work? Try This.”

3. Diamond Jewellery – “Make Your Wife Be The Envy Of All Her Friends – She’ll Stop Nagging Instantly”

4. Wood Crafting Guide – “Save Money Learning a Manly Skill”

5. A PHP Guide – “Update Your Programming Skills and Earn More Dollars For Less Time”


Write 2 paragraphs of copy that utilize storytelling & metaphors to speak to both audiences (pain & pleasure).

I was like you once. It’s hard to make good money as a programmer with limited skills. I remember staying late every night coding so I can hit the deadline and earn my measly pay.

Not anymore. I updated my skills and now I’m turning clients down all day. I simply do not have enough time to work with all my new clients. PHP is one of the most in-demand programming languages.

I guarantee it can do for you what it did for me.
_________________________________________

Note: I don't know if my copy gets any better, but it certainly gets easier to write it.
 

lazaralex

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Day 13 | Mindset Lesson 5
The Art of Outcomes & Assumption

Only Assume That Which Gets You to Your Goals

Hey guys,

Been a few days since I wrote. I spent the last week in Vegas expanding my network and creating new opportunities (Also partied with rich people in a multi-million dollar underground bunker just off the strip.) Shit's been crazy to say the least!


At this point I'd say Odesk is about 25% of my total clientele, and now I'm working on ways to expand.

I've thought a lot about how I got to this point and how I keep moving forward. Why do people keep coming to me, and how have I not failed yet? Coming up on four months copywriting, and instead of being snuffed out like a cockroach under a shoe, I'm getting referrals to write personal persuasive messages for CEOs of Fortune 500 companies.

At first I wasn't sure what made it possible, but now I'm confident that it all comes down to 2 core ideologies, and I'm not talking about helping people...

1. Setting Well Defined Outcomes
2. Assuming You'll Achieve Those Outcomes


Don't get me wrong. Helping people is definitely important, but it's not enough to tell someone you can help them, or even to offer a few sprinkles of proof.

Instead, you have to know that's what you want to do, and then you have to believe you can do it.

But, how can you believe it when you're not even sure it's true?

For me it starts with the outcome. The times I've failed, I didn't have clear outcomes, and every time I succeeded I did. We've already talked about outcomes, so I won't spend much time on that.

Well Defined Outcomes

We've all heard of S.M.A.R.T. goal setting and all that jazz, but I'm not convinced most goals need to be so complex. For me setting goals or well defined outcomes is as simple as asking, what's the one thing I need to accomplish with this meeting, letter, introduction, etc.?

Do I need to make a brilliant first impression? Do I need them to think I'm an authority? Do I need to get their attention? What specifically is the one thing that's most important for this encounter?

When I know what the outcome is, then it's easy to figure out the steps that either lead to that outcome or don't. Then I either choose to act on those steps, or not, and depending on my choice I succeed or fail.

The S.M.A.R.T. goal setting process, which you can Google if you need to, is great for detail oriented people, and really big goals that take a lot of time and thought, but in the short term it's less useful (in my opinion).

Instead I just figure out what I need to achieve, and then figure out the steps to get there. When you know the outcome, you know the steps, and you know it's all on you to take them, then it's a lot easier to believe you'll make things happen because the logic path is already laid out.

But that's only half the battle, and we all know logic doesn't win the war.

Assuming the Outcome You Want

In any encounter there's a balance of power, this is especially true for working with clients as a freelancer. That balance is usually heavily weighted in the prospect's favor, but it can be shifted. The trick is not viewing yourself the way you currently do.

When I first started on Odesk I operated from the assumption that I could help people get what they want. I also assumed that I would get the gigs I applied to. By assuming these things I changed my state of my mind, and now both have become my reality.

If you assume you are weak, depressed, bad at writing, unable to learn, incompetent etc., then your mind agrees with you and you will think, act, & write in ways that reflect your state of mind.

When you assume you're awesome at writing, highly influential, a person of power, and a force to be reckoned with, then your mind shifts and you operate from a new state. Then everything you think, do, or write flows from a new perspective, and has an opportunity to move people.

Just think about it...

If you were a billionaire, would you act the same way as you do right now? Would you negotiate with pidly little freelancers on their terms? I didn't think so.

Well, that's the kind of shift that happens when you assume you will, or assume you've already achieved your outcomes. If you assume that you're an elite writer, then your actions will align with your assumptions, and you'll do shit that brings it to life.

Then, when you start seeing results, you'll begin to believe that what you assumed to be true, really is true. When you believe it you add more weight to your side of the scale, and the balance of power begins to shift.

At some point you end up with enough clients, or enough customers that the balance of power is equal. Now it's a level playing field. Now you can negotiate terms with the knowledge that even if things don't work out with a given client, you can still move forward.

The more you assume you'll achieve your goals, the more you'll achieve those goals. When you assume it's true, your state of mind shifts. Then instead of operating from a position of fear, you can control your emotions and operate from a position of power.

And that's not the best part...

The best part is that at some point the balance shifts in your favor. If you continue assuming you can accomplish what you want to, or that you're as powerful as you want to be, then at some point it becomes true, and you become more powerful than your prospects & clients.

When enough people say you're the best, and when enough people are willing to hire you at a moments notice, then you have the power of choice. You have the power.

When you have so many job offers that you laugh at low-priced gigs, then you have the power.

When someone tries to low ball you and you tell them to get lost, you have shifted the balance.

When you tell clients to quadruple your pay, or you'll fire them, and they actually do it, then you are virtually unstoppable.

Assume what you want to be true, and it will be.

A Quick Caution

Operating like this is intoxicating. When you have this kind of power, it puts you in positions you never could have imagined. But be careful...

If you let it go to your head, you have the potential to crash and burn harder than ever before.

Never speak down to clients or customers. Always do your best to help them achieve their goals, and get what they want. In the end, if you stop being useful, then they'll stop using you, and if that happens, you'll quickly lose any power you've gained. Maybe the loss of one client isn't the end of the world, but what if that client has the power to influence the world, and can destroy you with a single tweet to 50 million people?

Real power comes when you understand how to use it to help others get what they want while getting what you want at the same time. Never abuse your power, or you'll be sorry!

Now go forth, and make your dreams come true!


Day 13 Challenge
1. Set up a LinkedIn profile if you don't already have one. LinkedIn is a powerful tool, and serious entrepreneurs use it to reach out to other serious businesspeople. It's a great tool for discovering hidden opportunities, and takes very little to get set up. It has the potential to help you break free of the evil clutches of Odesk (if you want more power, then don't put all your eggs in one basket) haha.

2. Write down 5 negative things you frequently say about yourself. Now write down reasons why those things aren't true. For instance if you say something like, I can't get hired, then ask yourself if you've ever been hired before. If so, then write it down. I can get hired, and I know it's true because I've done it before! This exercise helps reveal negative assumptions you currently have, and gives you a way to shift them into positive ones.

3. Help someone without asking anything in return. This can be big or small. It doesn't matter. The idea is that you get in a habit of helping people in genuine ways that impact their life. You need to do this every day to make it habit. When you make a habit of impacting lives, then you can create a network really fast, anytime and anywhere. Help people get what they want without asking for what you want, and it comes back around to you in the end.

4. Watch and analyze 2 or 3 television commercials. This seems like a strange exercise, but it's more applicable than you realize. Copywriting includes televised ads, so you may want to watch some commercials and figure out what worked or didn't work. What did you like? What caught your attention? What sucked balls, that could have been improved? This gets you thinking from new angles about what's possible within the realm of copy.

5. Write a commercial script. Again, something to get you moving in a new direction. Most commercial scripts are 1 minute or less. That's about 100 words. Try coming up with a unique script that utilizes some of the techniques you've learned for copywriting. Once you write the script, then be sure to add it to your portfolio so clients know they can use you for other services than just sales letters. If you want to grow, then you have to offer something your competition doesn't.


************************
************************
************************
************************
That's all for Day 13. I hope you found it helpful in some way.
There's only 2 days left of this sort of copywriting course.
If you haven't taken action yet, then it's time to get
moving! If you're still making excuses, then it's
time to drop them! When you're ready,
continue on to your final lesson on
technique. Day 14, Technique
Lesson
5.​







I watched a lot of commercials for this challenge. The way I see it, most show a story of how their product solves XYZ problem. Anyhow, here's my script. It's for...

Car Tires That Don't Slip

A family (2 parents, 2 kids) in an estate car drive on the road at a moderate speed. It's winter.

One of the kids asks: "How much until we arrive?"

The father says: "We should be there in 30 minutes."

A left curve appears in front of them.

In the curve, the car starts slipping. It gets off the road and starts flipping over downhill. They scream.
They hit a big tree and we hear a loud crash sound.

A sad violin tune plays. The image zooms out and we can see the crashed car, in the tree, with oil spilled on the ground.

The background gradually turns white.

A set of tires appear.

Under them, in black font, appears the text: "Tires That Don't Slip".
Then, under that, same color and font, "Keep your Family Safe".

The whole image is replaced by a logo of the firm on white background. If the name of the firm is not made clear by the logo, we ad it that under the logo.

_________________________

What do you guys think?
 
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Lex DeVille

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One Big Mistake Every Newbie Makes

Lots of great stuff happening in this thread. More than I can reply to right now. I've been super busy taking action, but I wanted to pop in with a piece of advice for anyone who goes through this challenge. It has to do with the formatting of your copy and a common trend I see that holds a lot of would-be copywriters up from making money.

There's this idea in copywriting that you need to center align all of your text. You can see it in examples going all the way back to the first post. But I wonder if anyone correctly guessed the reason I wrote my posts that way. It wasn't because it's the end-all be-all of copywriting, but because I know it's what most people believe copywriting looks like.

There's a key lesson in there. Your copy style should fit your audience's reality. You need to blend with their beliefs about the world. Every single word you write is meant for someone else. Never yourself. That means you need to deeply consider what they need from you in terms of voice, style, and the actual words you say.

The truth is, there is NO standard format for good copy.

The only format that matters is the one that produces the correct results. Just because you write with emotion, doesn't mean you'll always connect. If your reader can't stand center-aligned text, they won't read far enough to feel your words.

This is a big part of why so many people get rejected or denied with publicity posts. If you send Forbes or Entrepreneur.com a center-aligned article, you won't stand a chance. It's because they've gone to great lengths to understand their market and what they want, not only in terms of topics, but in terms of how they want to consume it.

So I hope you'll all think about that..

• What does my audience want to read?
• What is the context? (Sales page, email, blog post, about page etc.?)
• What do they expect in terms of styling within that context?
• What do they expect in terms of voice? (blue collar industries need blue collar language)
• What do they really care about versus what I think they care about?

Based on all of the above, how does your copy actually need to look, sound, and feel for your reader?

Just consider it..
 

lazaralex

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Day 14 | Technique Lesson 5
What if I Told You Technique Doesn't Matter?

If Length = Strength then How Are Seth Godin's 1
Sentence Emails so Powerful?
Do you really think technique matters? Do you really think it's important?

What if nobody cares about your technique? What if the world wants something different tomorrow?

What if the only things that matter are the words you choose, and the thoughts they inspire?

If things change and everything you think you know about writing copy is suddenly wrong, then how will you move forward? How will you earn? How will you continue to influence, when you discover that centering text on a page, and bolding some things and adding color to others isn't what the people want?

There's only one technique in the world that matters, and it isn't learned by writing hundreds of sales letters by hand. That path only teaches you how to do it someone else's way. Unfortunately that isn't what copywriting is all about, and the world may not want that anymore.

Copywriting is about influencing, and if you can't think for yourself then you can't influence. If you can't come up with a creative thought, and if you can't come up with ways to say things that move people in some direction, then you're either wasting your time, or you need more practice.

When you talk to someone and they don't understand you, is it their fault?

or...

...is it yours for your inability to communicate in ways they understand?

This is probably the most common problem among copywriters. It penetrates deeper than the me mentality. It goes beyond giving people what they want. It's the idea that it's always someone else's fault. It's the lack of responsibility we take for our own actions.

You can study technique in all directions, and you can blame others for not understanding, but when the things you write don't get results, it's not them, it's you.

So, how do you overcome the challenge of technique as a new copywriter? How do you give the people what they want, when what they want isn't something you know? How do you become a communicator? How do you become adaptable? How do you become an elite warrior of copy renowned for his innovative solutions, flexible personality, and infinite creativity?

The answer is simple, but it takes hard work.

Are you ready for hard work? Or, are you another Slowlaner still making excuses?

Nobody here can think for you, and unfortunately if you're writing hundreds of sales letters by hand, that's exactly what you're striving for. You want the easy path. You want the things that worked for other people. You want someone to do it for you.

If you've been following this thread, and haven't gotten results yet, I guarantee this is why. It's because real thought & creativity is hard, and you're still trying to follow the instructions of someone else.

There are no more techniques to teach. There's nothing else you need to learn. If you haven't opened your mind by now, then stop reading, because I can't force you to do it. No one can.

No amount of study will prepare you, just like no amount of training in the world can make a soldier ready for his first battle. Sometimes you just have to do it. You just have to man up and step off the boat and onto the shore. Sometimes there's no substitute for action.

No legendary warrior became legend by training.

The great heroes of the past had to prove themselves in battle. They had to have courage, and be willing to challenge the greatest odds. They had to overcome by sheer cunning, determination, and will. They had to figure shit out for themselves.

The copywriter's path is the same. The only techniques you need to learn are those which work on the battlefield, and in today's world, that means creating new techniques that people aren't used to.

Remember how we used to fight? Soldiers lined up in a row in front of one another and took turns firing... This happened until someone got creative and thought... what if we didn't do it that way...

It was a game changer.

This is what you have to do. You have to be innovative. You have to be an artist. You have to create.

If this isn't you, then you will fail your clients.

I never said anyone can become a copywriter. I never claimed it was easy. I never said the way to make money freelancing was through copy. If that's what you read, then you misunderstood. Perhaps I failed to communicate it, and I'm okay with that, but I'm also not sure there's any other way to say the only way to succeed is by actually being able to help people.

If you think you can help people by giving them the same old crap that other professionals have used, then you're headed down a dark road that leads nowhere.

The only way to succeed is to think for yourself. To make decisions for yourself. To send copy into the world that was pulled straight from the depths of your own mind, and not a copy of someone else's.

Be assured, the definition of copywriting is not to copy the writing of others.

The most powerful copywriting technique available to you is the technique and style you create for yourself. It's the one that manifests from countless hours of figuring out what your client's & customers want and need, and coming up with new ways to give it to them.

The most powerful lesson I can give you in technique is that you don't need technique. You don't need to do it the same way as everyone else. You don't have to follow a set of directions.

Have you ever seen a headline, with a sub headline right below it? Of course you have... Because that's the way it's done.

But what if your sub-headline wasn't below the headline? What if it was vertical and off to the left? Who gives a shit if the world doesn't call it a sub headline anymore. If it gets attention, and builds interest then you did your job!

Technique is only as powerful as it's ability to get results.

Does yours?

What

If

There

Is

No

Right

Way

To

Do

Things?



Day 14 Challenge
1. Review common techniques you think are set in stone. Then ask yourself how you might approach them differently. What simple change can you make that completely transforms the outcome?

2. Write something completely random. Make it your own. Allow yourself to be free and create. Who cares how long or short it is. Just write, and express yourself. Allow ideas to pop into your mind and flow from your brain to your fingertips to your document. Become fluid like water, always moving toward your goals, and ready to maneuver around obstacles instead of being blocked.

3. Experience the world around you. When was the last time you noticed how the keys feel under your fingers? When was the last time you realized how soft your toilet paper is? When was the last time you looked at a word and it lost it's meaning? How curious are you about the world around you? Do you notice things, or do things just happen? Are you just going through the motions? What if you stopped? What if you searched for meaning in everything? What if you opened yourself up to the creativity all around you?

4. Help someone without asking anything in return.

5. Find someone to write copy for in the real world, whether online, or offline. Write copy for them. Get results. Create your own technique for the first time. Who cares if it's different or the same. As long as it gets the job done. As long as you get results. As long as you take the next step forward. What are you so afraid of? What are you waiting for? How long have you got?


WWWWHHHHOOOOO
CCCAARRRREEESSSSS

IFOOOTTTHHEERRSS
DDDIIIIIIDDDDDIIITTT
DDIIFFEERREENNTTT

When we think for ourselves we open a world of possibilities.
When we ask questions we gain clarity. When we take
action we get answers. When we take responsibility
the paradigm shifts in our favor. When you're
ready, continue to the final lesson.
Day 15 - Influence
Lesson
5

Challenge Common Techniques I Think Are Set In Stones

One thing that I always thought I must do is to write concisely (short sentences/paragraphs) and in plain speak (no overcomplicated words). I might have adopted this idea because it's something that comes naturally to me (confirmation bias?).

But, maybe, if the person was really interested in the information they'd read it no matter those things. And sometimes you might just be forced to use longer sentences/paragraphs and more eloquent* speech.

If you're trying to sell something to a neuro-surgeon you definitely won't use the same words as if you'd sell to a factory worker.

*see what I did there?

Write something completely random

It makes your skin clear.
Without it, you'd die.
It's the thing that makes a ton of processes in your body work.
It is the essence of all life.

What is it?

WATER

You deserve the best of it.

You deserve water that tastes well,
so we infused it with oranges, strawberries and aloe vera.

You deserve water that has the right chemical composition,
so we optimized the minerals inside it.

Above all, you deserve water without estrogen.
That's why our water comes in premium glass bottles only.

Find Someone to Write Copy For
Just managed to get into upwork. I feel like I'm going to get my first client very soon.
 

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Day 15 - Final Lesson
Command the World. Create Your Reality.

The super simple supreme secret to unlimited personal power.
This post was originally meant to be about influence, but that didn't seem substantial enough to leave off on. Another influence lesson isn't necessary, because you already have enough tools to get gigs with copywriting, assuming you've done what the other posts suggest.

So, this time I won't post about influence. Instead I'll post a little secret that you can use to unlock extraordinary power, and it extends far beyond the realms of freelance. When you learn this secret, you will never worry about money, or the struggles of the grind again, because you'll begin to realize that money, just like the tide, is fluent. It flows in, and it flows out, and when you free yourself from its binds, you have achieved your own personal Fastlane.

Disclaimer: Before you proceed, please know that only when you open your mind, and only when you see reality as it is, instead of as you believe it to be, can you bypass the Slowlane mindset and merge onto your Fastlane. Those who simply read my posts and accept them at face value will miss the hidden opportunities. They will miss the things I haven't said. The parts that require reading between the lines. Some information is omitted for obvious reasons, while other pieces were left out unintentionally as a side effect of the fact that I couldn't possibly share everything I know in a few short posts.

Some of You didn't Follow the Rules

Undoubtedly many Slowlaners casually browsing this thread will have ignored the original posts that told them not to proceed unless they followed my instructions. This is a double-edged sword since telling someone not to do a thing makes them want to do it more. The fact that many have read the entire thread without completing a single task proves how powerful a single line of copy can be.

At the same time, the tasks were not beyond the capabilities of any person who read through all of the posts, nor was it impossible to not read further simply because I triggered you to do so. But, what makes the difference between whether someone like myself, or the world for that matter, controls you instead of the other way around?

The Application of Will

What's the difference between an entrepreneur and a wantrapreneur? Do you know?

The difference is that entrepreneurs never stop. They never give up. They always take action even knowing they're a tiny ant battling Gods. Entrepreneurs acknowledge that even a microscopic organism can transform the world when it impacts scale. And, they know that the true secret of success is to make the shift from worrying constantly about problems to focusing everything on solving them.

But, knowing how to solve a problem, and actually doing it are two very different things, and this is why training your Will is so important. Most people think of Will as something they either have, or don't have. You see perfect examples every New Year when about 10 days into January the person who worked out religiously, finally gives up, and on the 11th day instead of training he exclaims, "I want to go but I don't have any willpower!"

The truth is that all people have willpower, but only when you realize that Will is not an absolute. It's not something you have or don't. Instead, it's more like a muscle that has to be worked out. How do you train it? By accepting and overcoming challenges.

Just like weight training you don't add hundreds of pounds to the bar right away. You have to build up to it. You have to start small. Building your Will is the same. You start with small challenges, and each time you complete that challenge your Will grows stronger. The challenges in this thread were to help you start building your Will, and those who bypassed them remained with a Will that likely isn't capable of accomplishing what this thread offers.

If you haven't started building your Will, then I implore you to return to the first page, and do so NOW.

All action starts with Will. Without Will, NOW becomes tomorrow, and then it becomes next week, and then it becomes I wish I had taken action 30 years ago. So, if you ever hope to enter the Fastlane, please acknowledge these words. Please accept them as a working truth, and act on them. Please quit waiting! Even if you don't fully understand, it doesn't matter. Just do it, and results will come.

Only those with a strong Will can command the hearts and minds of others, because only those with a strong Will have the power to first command themselves. Until you bring your own life into balance, then you cannot ever transform the lives of others.

Disclaimer: Only proceed when you've completed the other tasks in this thread. If your Will is not developed enough to follow this simple command, then it certainly isn't strong enough to empower you to command others, and you're a fool if you think you're the exception.

The Truth About Reality

Did you know you have the power to change your future? Did you know you have the power to change your past? Your ability to exert influence extends far beyond one-on-one encounters, but only when you drop the limitations of your mind. Reality is not as it seems. What most people believe to be true, is actually a denial of what actually is.

And what actually is?

Reality is formed by the conscious beliefs of the majority. When the majority of people believed the world was flat, it was accepted as so, and everything people did revolved around their belief. But, when a few of history's pioneers did not accept that belief, and chose to believe the world was round, they were able to achieve breakthrough discoveries that surmounted hundreds of years of ignorance. Through Will they developed the ability to break free from the limiting beliefs of others, and through Will they transformed from men into legend.

But, how is this possible if reality is based on what the majority believe to be true? It's possible when, through Will, we come to acknowledge ourselves as separate from everyone else. When we choose to go it alone. When we choose to be the anomaly. When we make this separation, then we are no longer part of the original group, but we become the single member of a new group - our own group, and any group with a single member, is ruled by that member. With only one member, you are the majority.

And if you are the majority, then what you believe to be reality, becomes your reality. Then when you speak of your future to others, and you describe the prosperity to come, you impact their mind as well, and even alter their own view of reality. If your Will is strong enough, and your conviction that your reality is the most real is true, then that person goes forward, believing what you have told him is possible, and shares it as his own belief. Now that person has also been so empowered as to effect change in others, and over time a compounding effect occurs which eventually shifts the reality of the masses in your favor, and gives you the ultimate power to make change.

And, it all starts with yourself.

Until your Will becomes so strong that you are ready to accept and overcome any challenge, then you are not ready to impact the hearts and minds of others. Here are some questions to ask yourself to help determine if you are ready:

1. When was the last time I asked a question for an easy answer instead of Googling it.
2. What was the last challenge I had to overcome, and how big was it?
3. What are my beliefs about money? Do I believe I have to have it to survive?
4. What are my beliefs about reality, and when was the last time I questioned those beliefs?
5. What do I believe that nobody else believes?
6. What problems have I solved that no body else could solve?
7. Do I believe that changing my own reality is possible?
8. Am I willing to challenge my beliefs in order to find out what is true and what is not?
9. Am I willing to continue doing all of this, even forever if that's what it takes?
10. Have I achieved balance in my life by gaining control over my most basic needs?
11. What if every one else is wrong?

These questions will help you think and explore the world around you, but only if you have a strong enough Will to ask, and find answers in the first place.

Only when you believe 100% that you truly have the capacity to change your world at the smallest level can it actually change. Only when you know 100% that even if nobody else believes it, that you Will still find a way to make it happen, will you have the power to change reality for every one else too.

If you're not strong enough to find answers to your own questions first, then why should anyone else believe and accept your reality?

If you don't believe you can deliver high-quality copywriting, because you haven't studied enough, haven't trained enough, haven't performed enough, then why should a client believe you? If you don't have the Will to believe in yourself, then it carries through your voice, and through your writing for all the world to see. It stands out like a beacon in the night.

So, the first step to truly earning with copywriting is to first bring yourself into balance by empowering your Will. The second step is understanding that you either A.) have the knowledge and skill necessary to deliver results, or B.) have the Will to accept the challenge of finding and obtaining that knowledge and skill in enough time to deliver on your promises.

It All Comes Down to Will.

When your Will is strong enough, you can overcome any challenge. Then you begin to form your new reality. Then you begin to bring your life into balance. When your Will is strong enough, you will never worry about money, conflict, negotiations, obligations, again because they all bow to your commands. When your Will is strong enough, only time and death remains to limit you, and perhaps when you're strong enough, even they may not be able to stop you.

If you're not getting the results you want, there's a reason, and that reason is that your Will hasn't been developed enough for you to overcome the challenge. All actions are rewarded with results, but testing and changing, and modifying is required to get the results you want.

Build a Will so strong that you can do anything, and you'll be amazed at how quickly your life and your reality transforms. Always question the truth behind popularly accepted beliefs, and be willing to find out if those beliefs are really true at all. When you achieve real power you'll know it because petty Slowlane problems and limiting mindsets simply fall away, and the only thing that remains is the reality you created through sheer force of Will!

NOW go and build your Will! Find answers to your questions. Create solutions to problems, and never let the world control you or your destiny... again!



For those of you with the courage to take action from the start, who strengthened their Will with the challenges, and stuck with it to the end, you already have results, and you know who you are. You should be proud of yourself. From here it only gets harder, but the rewards multiply to compensate, and at the very least, you have developed something the world can never take from you.

You have the Will to win.

Thank you for being one of the few to step up to the challenge.

Thank you for the challenge!
 
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papi016

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Day 2 Challenge
Ok so I came up with 5 Headlines for Day 2 Challenge
  1. Amazon Fire Stick: Netflix & Chill Just Got a Whole Lot Easier
  2. Echo Dot: Alexa ACTUALLY Listens to You
  3. Kindle Paperwhite: Read 50 Shades in the Dark
  4. Unscripted by MJ DeMarco: Steve Job Your Way to Success
  5. Mowing Lawns: Today! Get a FREE Shirt with Every Lawn Mowed
Criticism is greatly appreciated
 

Lex DeVille

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Ok so I came up with 5 Headlines for Day 2 Challenge
  1. Amazon Fire Stick: Netflix & Chill Just Got a Whole Lot Easier
  2. Echo Dot: Alexa ACTUALLY Listens to You
  3. Kindle Paperwhite: Read 50 Shades in the Dark
  4. Unscripted by MJ DeMarco: Steve Job Your Way to Success
  5. Mowing Lawns: Today! Get a FREE Shirt with Every Lawn Mowed
Criticism is greatly appreciated

Ha! I love these. Very creative/catchy. Nice work. That first one made me laugh.
 
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What If Everything You Know About Smoking Is Wrong?
Let's face it. Smoking cigarettes sucks. Someone hooked you on them at a young age. At one point, half of the United States smoked. Light up a cigarette. Smoke it. Observe the smoke. It's grey and blue like a fire right? Look at it closer. If the smoke stings your eye it's fine. Your body is naturally reacting to something it feels is a threat.

Take a deep inhale. You can taste the bitterness on your tongue right? The smoke is hot. It stings. Does it burn your nostrils as well?

This is fine too. Keep smoking. Keep Reading.

YOUR FIRST INHALE
Can you remember your first cigarette? What you know about life has been based on a delusion. The pervasiveness of this delusion is prevalent in everything. Marketers use it. Entrepreneurs use it. Dating coaches use it. Copywriters use it. Your boss. Your friends. Your family. Maybe even you. Do you want to go the end? Do you want to see, hear, taste, and feel what you deeply know?

That grey and blue fire is poison. You know that already. Do you also know that the only reason you smoke is because someone told you that you were broken?

Think of every person who has made you feel like less of a human. Can you even remember who was the first or when it first happened? No one forced a cigarette into your mouth. However, people have forced their beliefs onto you.

The bitterness of the smoke you inhaled makes you want to spit. Don't spit. Keep reading and keep smoking with that spit in your mouth. Your body thinks it's food right now. That's addiction. Smoke is not food. No matter what.

Your first cigarette. Your first smoke of any kind did not have the effect you wanted. You probably felt sick. I bet you felt like vomiting.


THE END
Yes, this is the end. I am going to show your mind and body TWO things. I will show you the beginning, and I will show you the end.

Light up another cigarette if you're done with the first. Not a chainsmoker? Light it anyway. This is the present moment. Can you feel your body tensing? Can you feel your neck muscles and diaphragm pulling in the smoke? Can you feel the tightening of your whole body? This is the present moment.

Every day you smoke follows this pattern. Think about it. Seriously consider it. You may have thought about quitting. You may think your special day is around the corner. That day is not in the future. That day is behind you. It is not in the past, and it is not in the future either. It is behind your vision. It is hidden.

Allow me to reveal this for you. Keep smoking.

The end of every delusion means realizing that you are NOT broken.

Humor me. Have you ever felt manipulated? Have you felt like you haven't had a choice? This is core of how brokenness works. They didn't do anything to you. You enabled them. I am RESTORING your power to you now.

Take a deep breath.

Look at your cigarette.

Inhale from it.


You have a choice.


If you think about it, you have until the day you die to choose to smoke again. Did I confuse you?

Yes, you have until the day you die to choose to smoke again. This means you can sit in that conscious gap of smoking forever.

This means you can consciously sit in a gap of choice with EVERYONE.

FOREVER!

THE BEGINNING
I will show you the beginning now.

People think perfection doesn't exist. Do You? If so, don't read the next part because you will FAIL to see the beauty in what I'm showing you.

If you're facing a brick wall you want to pass through how do you get through it? Some people might say that you climb over it. Other people might say that you break it. Still, other people might say go around it.

The reality of the answer is the same as the answer to, "How do you eat an elephant," or "How do you move a mountain"?

The answer most people who have solved those two riddles are one bite at a time and one inch at a time respectively. Let's go one step further though. It's not the elephant being eaten. It's you who eats. It's the mountain being moved. It is you who moves. It's not the brick wall being broken. It is you who is breaking.

In short,

There is no brick wall.

Let's go further.

There is no cigarette.

There was a time before you smoked. You may already be done with your second cigarette. So, there is no cigarette. What about my pack of cigarettes though you ask?

Read the end again. Seriously, read it again and you will understand.

Then read the beginning. Now think about it.


THE FORCE

Do you like Star Wars? I do. There is a such thing as the force. I have shown it to you. It is more like aikido than karate though. It is more stationary than active.

If you've never seen Star Wars, just know that what I've shown you is like a super power. Read the beginning again.

There is no superpower. I know. I know. I just said I gave you a superpower. Now I'm saying that there is super power. It is not a superpower. It your nervous system's natural state of being. It is the state of being you were born with. It is a muscle that has atrophied.

Did everything fail for you?

Do you feel like it hasn't worked?

I will forcefully inject this thought process into your body then.

What I am about to show you is only for the curious. It is only for those with courage. It is only for those people who have realized that fear is on the same loop as curiosity. It is for the people who are willing to dash into the freedom of being a non-smoker and forsake the safety of a cigarette.

Thank you for reading the introduction to Vomit Protocol: The Only Quit Smoking Method So Effective You Will Be Scared to Even Look at a Cigarette


Please Send Me a Private Message If You Are Interested in Quitting

Thanks for reading! You May Only Need the Introduction If You Understand Everything!
 
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DaedalusIM

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Forget You. Help Them.

Holy shit, @SinisterLex, THANK YOU!

This single line helped me break out from a bad case of paralysis by analysis. I'll explain:

My mind was too focused on money. I wasn't interested in helping people and making their business thrive — all I wanted was to write, and get paid.

Which made my internal bullshit-meter prevent me from taking action.

"How are you going to get paid for writing if you've never written before? Reading lots of copywriting books isn't enough to call yourself a good copywriter."

I was too scared to start freelancing because I've never delivered results. And I wasn't willing to start charging low rates because I was too focused on money.

This kept me locked in an agonizing cycle of over 4 months of reading, being scared to act and going back into reading. Paralysis by analysis claims another victim.

But when I saw your thread and read that line, it all became clearer. Be genuinely interested in helping others. Care about them, help them solve their problems and provide value — eventually, money will come.

So again, THANK YOU!

I'll start by helping out a close friend. He's running a very niche, side business. But his web copy is awful — no testimonials, no emotion, no benefits, too focused on him, the list goes on.

I'm rewriting his main page and about page as we speak. I'll post a "then/now" comparison later on.

-----------------------------------

P.S - Really man, I'm very grateful for your work. If you release any paid courses, tutoring, whatever — you've got a client. And I've also subscribed to your Youtube channel. Godspeed, man.
 

Lex DeVille

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Holy shit, @SinisterLex, THANK YOU!

This single line helped me break out from a bad case of paralysis by analysis. I'll explain:

My mind was too focused on money. I wasn't interested in helping people and making their business thrive — all I wanted was to write, and get paid.

Which made my internal bullshit-meter prevent me from taking action.

"How are you going to get paid for writing if you've never written before? Reading lots of copywriting books isn't enough to call yourself a good copywriter."

I was too scared to start freelancing because I've never delivered results. And I wasn't willing to start charging low rates because I was too focused on money.

This kept me locked in an agonizing cycle of over 4 months of reading, being scared to act and going back into reading. Paralysis by analysis claims another victim.

But when I saw your thread and read that line, it all became clearer. Be genuinely interested in helping others. Care about them, help them solve their problems and provide value — eventually, money will come.

So again, THANK YOU!

I'll start by helping out a close friend. He's running a very niche, side business. But his web copy is awful — no testimonials, no emotion, no benefits, too focused on him, the list goes on.

I'm rewriting his main page and about page as we speak. I'll post a "then/now" comparison later on.

-----------------------------------

P.S - Really man, I'm very grateful for your work. If you release any paid courses, tutoring, whatever — you've got a client. And I've also subscribed to your Youtube channel. Godspeed, man.

Come hang out in the live chat if you want. It's in my signature.
 

AlexLegault

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I've helped 2 people so far. First one went really well, said she loved it.

Second one however said he liked it but couldn't get it to work on his website?

I write all my copy in a Word document, and then send it to the client (I'm assuming that's what you guys do as well?)

But when the guy (web developer/designer) tried to transfer it from the document to the web, it looked like one big block of text, no more color, no more fonts or font sizes, no spacing..

What's up with that?

Anyone else had the same issue before?
 

Lex DeVille

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I've helped 2 people so far. First one went really well, said she loved it.

Second one however said he liked it but couldn't get it to work on his website?

I write all my copy in a Word document, and then send it to the client (I'm assuming that's what you guys do as well?)

But when the guy (web developer/designer) tried to transfer it from the document to the web, it looked like one big block of text, no more color, no more fonts or font sizes, no spacing..

What's up with that?

Anyone else had the same issue before?

He's probably copying the content from the word document into a text editor on his website and it loses the formatting.

On the website it probably has to be formatted with CSS. But a web dev/designer should know that.
 

AlexLegault

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On the website it probably has to be formatted with CSS. But a web dev/designer should know that.

Yeah that's exactly what I was thinking.. I'll let him know and see what happens.

Thanks!
 
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wizaster

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SinisterLex’s Challenge
Day 1 Challenge
  • Helping someone : Wrote a small copy for one of my roommate’s prints.


Day 2 Challenge
  • Helping someone : Helped the janitor moving out some stuff.
  • Come up with 5 to 10 products / services / or something else you want to sell.

  1. Renovation brokerage
  2. Artwork
  3. Counselling/Mentoring
  4. High-End technology items
  5. Copywriting



1)They want the job to be done fast, without hassle and at a good price. They want to be able to trust the contractor. They want someone that will take their blueprints and turn them into reality. Emotions : Trust, control, assurance and to some extent, wonder.

Live In Your Dream House In No Time!


2)At it’s core, buying artwork is emotional. Different people look for different emotions in a piece. Most will want something that make them dream, or express their inner-self in a way they can’t. It helps them make their living space their own. Emotions : Beauty, serenity, peace, dream, love, pleasure.

Show The World Who You Are!


3)They are lost, they feel overwhelmed and insecure. They have an idea but can’t figure how to put it in application efficiently.They feel they need someone to show them the way. Emotions : Harmony, stability, support, relief, confidence.

Get Your Million Dollar Question Answered Here! TODAY!




4)It could be for bragging rights, or the final touch of their man-cave. For some it is for unlocking potential in a ongoing hobby. To others, they need it for working purpose. Emotions : Power, endless possibilities, acceptance, pride, excitement.

The World Is Yours!


5)The people looking for copy are businessman, with clear goals and steps to get there. They want someone that will help them reach their audience and communicate their message effectively. Their time is precious and they think fast. Emotions : Feeling understood, control, trust, they want to be impressed and feel that that one thing is being taken care of.

Your Project, Our Expertise!
 

Lex DeVille

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Hey guys,

I'm looking for some feedback on this copywriting gig I started on Fiverr.

I'm trying to build up my skills and I'd appreciate some feedback if you guys have any!

Link:

alexlegault95 : I will write legendary sales copy for $50 on www.fiverr.com

Any constructive criticism is much appreciated!

The copy looks pretty good for direct response. Can you back up your statements with proof? You can't really "make" people do anything with copywriting, so that's gonna be a red flag for most people. I wouldn't use it. If you do use it, you'll probably get contacted. Many clients will expect to see proof that your words sell. Other than that it looks good, especially for Fiverr.
 
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AlexLegault

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The copy looks pretty good for direct response. Can you back up your statements with proof? You can't really "make" people do anything with copywriting, so that's gonna be a red flag for most people. I wouldn't use it. If you do use it, you'll probably get contacted. Many clients will expect to see proof that your words sell. Other than that it looks good, especially for Fiverr.
Thanks for the feedback!

Someone else also told me that that part seemed like a red flag, or "sketch". I'm changing that right now.

Also since I don't have any proof yet, I was thinking of lowering my prices to get some reviews under my belt in order to get more testimonials before I raise the prices.
 

Lex DeVille

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Thanks for the feedback!

Someone else also told me that that part seemed like a red flag, or "sketch". I'm changing that right now.

Also since I don't have any proof yet, I was thinking of lowering my prices to get some reviews under my belt in order to get more testimonials before I raise the prices.

Yup, that's exactly how to do it. There's a lot of people with high rates and $0 earned. It's smart to go low until you get those first 5 star reviews. Then double up and keep doing it. :)
 

AlexLegault

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Yup, that's exactly how to do it. There's a lot of people with high rates and $0 earned. It's smart to go low until you get those first 5 star reviews. Then double up and keep doing it. :)
Great idea, thanks for the tips man! I'll keep you guys updated :p
 
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Ilias87

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Thanks for great thread, I am on the mindset lesson 2 and I made earlier my first sale on Fiverr.
 

College Dropout

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Day 2 Challenge (5-10 Headlines)

I am completely new to this so please criticize away. I won't cry. Thoughts?

Proof Reading Service
Who am I?: I'm a graduate and undergraduate student with an important written assignment(s) to write.
What do I want? (Desire): I want someone I can send my writing to who will quickly and conveniently improve it so I can get a good grade.
Why do I want it? (Emotion): I want the weight of worrying about my grade lifted off my shoulders. I want to feel accomplished/ successful.

Headline: "Writing Assignments Can Suck. We're Here To Help!"

Social Media Marketing
Who am I?: I'm a business owner, who is probably not very tech savvy, trying to gain more business through social media. They have more than likely steered clear of social media marketing because they don't understand it very well. Maybe they are even a bit skeptical about people trying to sell them on it.
What do I want? (Desire): I want more business and more money, plain and simple. I want the nice things money can buy. I want to see my business grow.
Why do I want it? (Emotion): I want to feel successful. I want to feel good about myself. I want to see the business I've grown, do better. I want to not have to worry about generating new business all the time.

Headline: "Get New Business Fast and Easy! Here's How."

Light Up Beer Pong Table (Because, who doesn't need one of these?!?!)

Who am I?: I'm a college-aged person, probably male, and I really like to party. If I'm buying a table, I am going to be the one hosting the party(s).
What do I want? (Desire): I want to have a great time living it up. I want girls. I want social status.
Why do I want it: (Emotion)? Partying makes me feel excited/happy. I want romance/sexual gratification. I want to feel good about myself through validation from others.

Headline: "Beer Pong Just Got More Awesome!"

Gym Memberships
Who am I?: I'm an out of shape person looking to get into shape, likely older or severely out of shape. I probably lack motivation and have tried to turn my lifestyle around in the past but didn't get the results I wanted in the time I wanted them or just gave up because it was too hard. For simplicity's sake I'm going to cater only to younger men (18-40) for this particular headline.

What do I want? (Desire): I want a hot body. I want to look big/ powerful/ masculine. I want girls.
Why do I want it? (Emotion): I want to feel attractive. I want to feel powerful. I want sex/romance. I want to feel good about myself through validation from others.

Headline: "No Bullshit. No Excuses. Gain Muscle Fast and Look Great!"

Book On Developing Better Sales Skills
Who am I?: I'm a professional (likely a salesman) (likely a man) who needs to sell to people.
What do I want? (Desire): I want to make more sales. I want more money to buy things/live better.
Why do I want it? (Emotion): I want to feel accomplished/successful in life.

Headline: "How To Sell Like A Winner!"


Thanks!
 

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Day Three

Headlines


Personal Training: "Feel Great! Look Better! Let's Build Your Dream Body!

Web Design For eCommerce Stores: "Sit Back And Watch The Sales Roll In!"

Cleaning Service "Save Time. Save Energy. We'll Make Your House Sparkle!"

Fitness Clothing Brand For Gym Goers: "Demolish Every Workout And Feel Great Doing It!"

Expensive Cowboy Boots: "Look Great! Feel Great! These Cowboy Boots Are Southern Style At Its Finest!"

Paragraph: Cleaning Service

Are you tired of living in filth? Cleaning can be stressful and draining. And, let's be honest, you've got better things to do. You can't afford to spend all day cleaning, and frankly, you don't want to.

Take a second and imagine coming home to a sparkling clean home. Your clothes are folded, there isn't a speck of dust anywhere, and the best part? You didn't have to lift a finger. How would you feel? Happy? Relieved? Energized?

Call (###-###-####) now and let us handle it all. No stress. No mess. We'll make your home spotless, so you can get on with your day.

The first time's on us! (Offer Ends Friday!)

Thoughts @SinisterLex ?
 
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Last edited:

DannyD

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Went through the challenges in this thread

Applied to 5 jobs yesterday, already got my first copywriting job. Working for pennies on the dollar (billed at $0.02 per word) but treating this as a learning experience.

(Having a few 5 star reviews from doing some article writing before probably helped)

Also going to start reading Ca$hvertising and see what I can learn from that.

Thanks again!
 

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