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

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Mamazees

New Contributor
Jun 11, 2019
4
4
Day 2 | Technique Lesson 1
Make Them STOP!


View attachment 9416

Stop signs share an important message worth exploring. When we see a stop sign, we know what to do. We stop. But why? What specifically makes us stop?

Forget the fact that we've been trained for more than a century to stop at red, octagon-shaped signs. Instead, let's consider the deeper message. Let's think about what the word S.T.O.P. actually does.

The word STOP triggers something in our mind. That something is fear. On a deeper level, it's our survival instinct. STOP taps into our desire to live. If we blow through a STOP sign then we're at much greater risk of death by car accident, and that's something we want to avoid.

STOP also triggers very powerful emotions. When we see a stop sign, we instantly process the following:

If I don't stop it could get my whole family killed.

If I don't stop I could be responsible for the death of someone else.

If I don't stop I could wreck my car, and lose (insert any number of things here).


Now let's look at how this message applies to copywriting, and how we can use it. STOP is a short, 4 letter Headline in all CAPITAL LETTERS, almost always printed in bold. It taps into our basic desire to live, and the emotions surrounding the negative impact of our actions if we ignore it, and it almost always gets our attention.

STOP signs exist for 1 reason - to make us STOP!
When we stop we can think. When we think we can observe. When we observe, we take in more info that helps us decide if it's safe to proceed, and this is exactly what your headline must accomplish!

The first goal of your headline is to make them STOP!

If a prospect doesn't stop, they won't think, and they won't proceed through your text. That means they won't buy anything either. So the first technique of copy that sells is a headline that makes them STOP!

How do I make them stop?

This is where desire & emotion come into play. Now, some books will tell you that you have to tap into desire, and others say you only need emotion. Both can work alone, but they work way better together.

But before they can work at all, you have to tap into the right desire & emotion.
To do that you MUST change your perspective. You have to think in terms of them, not you. By shifting your perspective you can ask questions that gain clarity about what your prospects really want, instead of assuming you know what they want.

Let's look at how two popular books accomplish this.

"The Automatic Millionaire"
& "The Millionaire Fastlane "

Two very different books that are both top-sellers. One sells the idea of saving coffee change, while the other sells the idea of starting a business. So, why don't either of these books mention anything about saving money, or starting businesses in their headline?

Because the reader doesn't desire those things, and doesn't connect emotionally either!

Instead they had to get inside their reader's mind and ask the right questions.

Who am I? (Target Market)
Young, 18 to 30 year olds, primarily male.

What do I want? (Desire)
Fast money, fast cars, to not have to work for money or riches. Freedom from jobs.

Why do I want it? (Emotion)
Money, & super cars will make me powerful & seductive.

What if TMF used this headline instead:

Get Rich by Starting a Business and Failing a Lot.

Would you have stopped? Would you have opened the book? Would you have read the first line? Would you have still dedicated your entire life to making this shit work no matter what? Would you even be here right now?!

Probably not, because the headline doesn't speak to you personally. It doesn't tap into your desires or emotions. It doesn't give you a reason to care.

A lot of psychology goes into your headline, but you don't have to spend 10 years learning about it to be effective. All you have to do is ask questions from the prospect's perspective and figure out what they really want. Then find a way to write it in your headline.

Now that you know that your headline's ultimate goal is to make them STOP by tapping into desire & emotion, let's check out some ways you can enhance your headlines.

1.
If it's 3 words or less, use ALL CAPITAL LETTERS.
----- "INSTANT CASH LOANS"

2. If it's more than 3 words, Only Capitalize the First Letter of Each Word, Following Basic Grammar Rules.
----- "Big Johnson's Beer & Liquor if We Don't Have It, We'll Get It!"

3. If you can tap into desire / emotion & be creative, then your headline will have more power.
----- "Unleashing the SUPER Ideavirus - Ideas that Spread, Win"

4. Length is based on the headline's goal. If you need it processed fast, then use less words.
----- "How to Win Friends & Influence People"

5. Get rid of extra words. Every word must have a purpose.
----- "Here's How You Can Switch Gears, Downshift, & Drive Into the Millionaire Fastlane .
vs. "The Millionaire Fastlane " - Way less words. Way more impact.

6.
If you can add subtle influence to your headline, such as a CTA, you'll add power.
----- "NOW! Get a FREE Animal Tail Butt Plug with Every Vibrating Prostate Massager!"

^
(Now, that's a deal you can't pass up!)


You don't have to be a copywriter to get good at writing headlines. All you need is practice. Take your time, and give every product, website, or cover letter serious thought. It may take you 2 hours to come up with something, but when you get it right it works pretty much every time.

Remember, Your #1 Goal is to MAKE THEM STOP!


Day 2 Challenge

1. Help someone. Do it without asking for anything in return. Just like yesterday.

2. Come up with 5 to 10 products / services / or something else you want to sell. Give serious consideration to the questions above. Figure out the customer's deepest desire. Figure out the emotions they want to experience. Then write 5 to 10 headlines utilizing what you've learned, that MAKE THEM STOP!

If you're feeling brave you can post your headlines in this thread for others to critique. But no pressure.

:jimlad:

Now that you know the first & most
important element of all copy
you can move on to Day
3 -
Influence Lesson
1


Hello @Lex DeVille

Here's my attempt at answering the post above.

Come up with 5 to 10 products / services / or something else you want to sell.
  • Migration. Headline - Legit Relocation
  • Weight Loss. Headline - I Achieved The Weight Of My Dreams
  • Raising Kids. Headline - Despite The Daily Challenges, You Can.
  • Finding Purpose. Headline - Took So Long But I Found Me.
  • Digital Marketing. Headline - Step by Step To Being A Pro.
  • Forex Trading. Headline - Lose Money No More, This Strategy Works.
 
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Envious

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Hey @Lex DeVille ,

Thanks for the thread! Great stuff. Here is my attempt at Day 2's Challenge (Harder than you first think!)


  1. Market place to sell illustrations -Beautiful Illustrations For Any Project, Without Hassle and High Prices.
  2. Real estate sign advertising space - Reach Renters and Homebuyers, Right Where They Are Looking.
  3. carpet cleaning online bookings- Your Carpets Like New, With The Click Of A Button.
  4. stain free suncream with mosquito repellent - Protection From Sun, Stings And Stains - IN A SINGLE BOTTLE!
  5. instagram content creation for food vendors/restaurants - Stunning Food Photography - Get the Social Feed You’ve Dreamed Of.
  6. Wonky vegetable website delivery - Wonky and Organic Vegetables delivered. Good for you, Good for the earth.
  7. Donuts on demand - Warm and Fresh Donuts Delivered, Whenever, Wherever.

Welcome the feedback from other members too :)
 

Simplify

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Day 1: Forget You, Help Them

The thread is right. It is difficult to drop the ego and help others. I prepared sliced oranges for my soccer team to eat at half time as a way to help others. I actually felt embarrassed doing it which is crazy. The ego doesn't want to give up control. On to Day 2!
 

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Day 2 - Make Them STOP!

Here is 10 headlines for different products/Services. Any Critique would be appreciated!

  • Weight loss Program
    • “Weight Loss that ACTUALLY Works”
  • Alcohol Free Beer
    • “Great Night, NO Hangover”
  • Notebook Journal
    • “Kill Anxiety & Start Living”
  • Carpet Cleaning Service
    • “FRE Carpet Cleaning: Fast, Reliable, Effective!”
  • Online Banking Application
    • “MONEY MADE SIMPLE”
  • Gym Membership
    • “NOW! Workout with a FREE Personal Trainer for 1 Week”
  • Coffee Machine
    • “A Perfect Cup of Coffee”
  • Shoe De-odorizer
    • “I HATE Smelly Shoes”
  • A Dating Seminar
    • “Breakthrough Attraction Secrets – Let the Girl Chase YOU!”
  • Alarm Clock
    • “NEVER SNOOZE AGAIN”
 
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Simplify

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Hello @Lex DeVille

Here's my attempt at answering the post above.

Come up with 5 to 10 products / services / or something else you want to sell.
  • Migration. Headline - Legit Relocation
  • Weight Loss. Headline - I Achieved The Weight Of My Dreams
  • Raising Kids. Headline - Despite The Daily Challenges, You Can.
  • Finding Purpose. Headline - Took So Long But I Found Me.
  • Digital Marketing. Headline - Step by Step To Being A Pro.
  • Forex Trading. Headline - Lose Money No More, This Strategy Works.
Hi, only getting started myself but some feedback and useful tools I can provide you with. Remember if less than 3 words then use ALL CAPS so that would be for your first headline on migration. The second headline for weightloss: it's about you and the reader will not be interested in YOUR dream weight loss achievement. Here are some useful tools I have found:

1. Headline analyzer: Paste your headline and this tool will give your headline a score/100
2. Hemingway App: Paste your text in here and it will give a readability score
3. Crayon.co: Filter for keywords/companies/products and see how they are being marketed

Hope these tools help on your copywriting journey!
 

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Day 3: More Headlines

Headlines

  • Headphone Company
    • “Boring Silence to Colourful Beats”
  • Coaching Event
    • “Unfulfilled? Surprisingly Simple Freedom Strategies”
  • Healthy Food Bar
    • “TASTE WITHOUT GUILT”
  • Suit
    • “BUY NOW! Get a FREE Custom Tie with Every Premium Suit!”
  • Nightclub
    • “What is Monday-Friday without SATURDAY?”
 

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Day 3: Influential Paragraph to Customer
@Lex DeVille

Influential Paragraph

Customer on a landing page for a course on improving your social life:

Have you ever looked at that one guy who seems to have all the attention?
The girls laugh at his jokes and compete for his approval.
The guys look up to him and seek his validation.
This guy must be rich, an actor, a musician or celebrity, right?

WRONG!

Consider this…

What if this guy knows something you were never taught?
What if he is doing things that YOU can easily learn in MINUTES?
What if that guy was YOU?

GOOD NEWS!

Join our FREE live webinar where we expose the hidden secrets!
Just imagine how you’ll benefit if you know these secrets too!
Think about how your life would be different NOW if you already knew these underground truths.
Hundreds of people, just like YOU, are already signed up! And spots are filling up fast!

Don’t miss your opportunity to get your DREAM social life…

Click Here NOW to grab one of the remaining spots!
 
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Day 4
I wrote out my 5 headlines and my 10 sentences using influential words. I will not post them here per the action step for Day 4.

The action that I had been putting off was applying to a marketing assistant position as I didn't think I would get hired as I have no marketing experience. I have a wide range of other experience but doubted my chances. I would like a marketing position as I want to understand and learn different aspects of marketing campaigns as weel as copywriting. I applied for a psoition today with my CV and application form. It didn't take long to apply for the position and at least now I don't have to think about "Will they hire me?". If they do then great and if not then I realise what I have to do. I am taking steps to becoming a copyrwriter through these action steps and also via Udemy. By the end of the month I want to have completed my first freelance copywriting gig.
 

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Day 5 - Full page of copy for a real product

Product - Black-Out Curtains

Have You Been Sleeping Wrong Your Whole Life?

Have you ever woken up feeling tired?
Ever felt like using your arms as a mid-afternoon pillow?

If you answered no, then congratulations, job done, go take a well-earned nap!
For everyone else…

We have the solution!

Now. Sleep is important. We all know that. “Get your 8 hours!”, Mum always said.
But…
What if you are doing it all wrong?
What if the secret to more energy is not another iced americano?
What if you just needed to turn to the dark side?

No, no, no… leave your Star Wars ideas elsewhere

What we are talking about is something much simpler.
A problem that you never knew was even there.
Something we like to call…

LIGHT!

How Light is Sabotaging Your Sleep!

Good sleep and light don’t go together.
Don’t believe me?
Here’s what Harvard had to say:

Light at night is part of the reason so many people don't get enough sleep…and researchers have linked short sleep to increased risk for depression, as well as diabetes and cardiovascular problems.”

There is a lot more science confirming this but
I won’t bore you with the details!

The secret?

Get the Light Outta the Bedroom!

So, you know that light is bad for your sleep. Now what…

How do we get the light out of the bedroom?
Well…it’s simple.
All you need to do
Is call up your neighbours. Have them turn off all their lights.
Then you will want to call the council. Make them turn off the streetlights too.
Then you can go to sleep.
Sounds good right?

…of course not!

So, how do you get the light out of the bedroom?

Block the Light with Black-Out

If you can’t stop the light at its source, then
You must stop it coming in.

Imagine this…
You wake up in the morning.
You stretch out your arms. You jump out of bed. You start your day.
No morning tiredness. No snooze button. No afternoon slump.

What if this was your new morning routine?
What if this was YOU?

Great News!

Now this can be you!

Sign up now to get FREE information on what Black-Out Curtains are right for you!

And

Order before Friday and you get a FREE sleep mask with your purchase!

 

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Day 6 - Write a Sales letter for a REAL product (via email)

Supercharge Your Health in Just 5 Minutes!

Hi Ryan,

Could you do with a little more energy?
Are you getting enough fruits and vegetables EVERY SINGLE DAY?
Do you ever eat junk food because you have no time?

If you answered yes to any of these questions, then we have something magical for you!
You can eat healthy without slaving away in the kitchen.
Your increased energy will fuel the important things in life.
You can finally say goodbye to junk-food and hello to real fast-food.

Our Nutri-Bullet range will whip you up delicious, nutrient-packed smoothies in seconds.

“But I don’t know how to make smoothies!”

No problem!
With every Nutri-Bullet you will get a FREE recipe book, specially designed by our nutrition experts.

Feeling peckish between meals?
Just pick a snack recipe. Fire up your Nutri-Bullet. Serve and enjoy!

Late to the office and no time for breakfast?
Choose a meal replacement recipe. Fire up your Nutri-Bullet. Enjoy on the go!

For your Nutrition needs, Nutri-Bullet has it covered!

And NOW! For a limited time only get a FREE to-go cup with every purchase

Offer Ends Soon! So Click Here to grab yours NOW!




 

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Day 7 - Sales Letter @Lex DeVille

Service: Digital Marketing Agency

Need Customers? Stress-Free Solution


Ok, so you have a great product or service but you’re struggling to scale.
You are screaming out. You know there is an un-tapped well of new customers.
Maybe you have tried running ads before, but you fired blanks.
We understand your pain.
No, really, we do…

Marketing is HARD
Marketing is CONFUSING

But… (and you know this already)

Marketing is IMPORTANT
Like REALLY important.

You are the expert in your field.
You have sacrificed a lot to start and grow your business.
You have put in the 10,000 hours.

But you feel stuck at a plateau. It is frustrating.

Now imagine this…

You spend your day focusing on your business.
You work with your team to provide the best experience for your customer.
AND
You have new customers flowing in every month like clockwork.

Here’s the best part…

You never spend time thinking about marketing!

That’s where we come in.

Need updated copy for your website?
Done.
Need an ad campaign for social media?
Done.
Need to create or optimize your email list?
Done.
Need emails for that email list?
Done.
Done. Done. Done

Our team of expert marketers will help you sell.
We will help you attract new customers.
We will help you scale your business.

You can focus on what you are great at!

Click HERE to schedule your FREE consultation call today!

Slots are filling up fast, so don’t miss the opportunity.
 

Logan P

Contributor
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Day 3 | Influence Lesson 1
The Butterfly Effect

We can never truly know the real impact of our words.

Influence is inevitable.” – Unknown

Some of you may think this quote ridiculous.
Maybe you read it and say, “Inevitable? No way. I read Robert Cialdini’s book, and there’s no way I can be influenced now.”

But you are wrong.


Influence happens constantly. Consistently. All around us, all the time. It happens to us, and there’s not a damn thing we can do to stop it. Need proof? Stay awake until you fall asleep. Prove that you can’t be influenced by fatigue, and I’ll never write again.

I can make that statement with confidence because I know that you can be influenced, just as I can be influenced, and just as every other person can be influenced.

But this lesson isn’t about the fact that every single one of us can be influenced.

It’s to help you understand that every action you take, whether physical, mental, verbal or written, influences others, yourself, and the future as you know it.

That’s great, but how does it apply to copywriting?

This could very easily breach the realm of mindset, but this isn’t a mindset lesson, so let’s narrow it down to the words we write.

When was the last time you gave extreme consideration to how your words would be received?


Recall the last time you posted on this forum. Did you spend hours thinking about how people would respond? Did you wonder if your post would help someone instantly?

And did you also spend hours thinking about how people 5 years from now would be impacted when they read it? Or did you simply post it without much thought at all?

What if something you say today triggers a powerful chain of events leading to another Fastlane member’s freedom 3 years from now? How would that make you feel?

That’s the big picture with influence. That’s how it works. What we write today influences others long into the future, and we can never truly know how far that influence extends.

That’s why every word we write MUST have a purpose.

Influence is inevitable, but that doesn’t mean it's always positive. If your writing sucks, or if you blindly write without structure, rhyme or reason, then your copy will negatively impact everyone who reads it for many years to come. But, if you write with intent, always moving toward a specific outcome, then you can practically guarantee you'll have a positive effect.

Good copywriters always keep influence in mind. They know it's not black & white. They know that just because a prospect doesn't buy today doesn't mean he won't come back tomorrow. That's why we always write every single word with a purpose.


Good copy doesn't just drive the sale today.
It plants seeds that drive sales tomorrow, and the next day, and the next day after that.


Alright, enough lecture.

Let's read some kick-a$$ example phrases that'll unlock your mind and
open doors to worlds you never imagined possible!

Influential Words that Sell Today


All of these words & phrases are commands that drive action and
influence your prospect to take the next step.

Buy Now.
Click here.
Join.
Get It.
Subscribe.
Submit.


Influential Words that Sell this Week


All of these words & phrases are commands that
influence your prospect by setting a deadline or
invoking the principle of scarcity.

Offer Ends Friday.
Offer Valid thru Friday.
Offer Good While Supplies Last.
Respond by Friday if You're Interested.
My schedule Fills by Friday.
Call Before Friday.
Order by Friday and Get [insert something here]
.
There's only a few slots left.
These tacos won't last long.
They're going fast!


Words that Influence Long Into the Future


These words & phrases are called idea seed planters. They
plant seeds of thought that grow either throughout the
length of your copy, or over a period of time with
repeat exposure.

Consider this.
Think about it.
Consider it.
Give it some thought.
Ponder it.
Mull it over.
Consider your options.
Maybe it's right for you.
What's the worst that could happen?
Imagine how you'll benefit.
Imagine what you'll gain.
Just imagine it.
Sleep on it.

Just
do
it​


There are way more phrases than this.

This is just a small sample of some of the words you can use to influence your prospects, readers, clients, & customers.

Influence is what copywriting is all about.

It's about taking the influence that's going to happen anyway, and giving it direction. It's not about manipulating people. It's about helping customers reach the outcomes they want, and also reaching your own outcomes at the same time.

Everyone should benefit.

To ensure your copy always packs the most powerful impact possible, write with the intent of influencing people throughout all concepts of time whether it's right now, this week, or 10 years in the future.

And always seek to have a positive impact on others.


Day 3 Challenge
1. Help someone. Solve a problem for someone. Do it without asking for anything in return just like yesterday, and just like the day before. Remember, it doesn't have to be something epic. Just something that impacts them positively in some way.

2. Write 5 new headlines that MAKE THEM STOP, and tap into your prospects desires & emotions.

3. Using your product or service, or something you make up, write a paragraph or two to your target customer utilizing the influential phrases you learned in this post. Consider using all 3 types of phrases for maximum impact, and remember to write with intent. Find ways to show how your product helps your customer while driving them toward the action you want them to take.

Do this before reading the next lesson, or don't keep going forward.

Now that you know that influence is inevitable you can
start writing copy with intent & purpose so you can
achieve your desired results in the shortest
time possible. Always write for positive
outcomes. That's it for this lesson.
When you're ready, continue
on to Day 4 - Mindset
Lesson
2
Hi All,

Just finished reading Day 3 and have also been combining this exercise with Lex's post on his site about taking action immediately and writing copy on a free wordpress site to get going. I'd love some input/feedback on how you think I'm doing so far.

I've copied some of my headlines below. Let me know what you think! They're just random-a** topics that first popped into mind when doing this lol. I also got carried away this morning and started going into a bit of (what I think) is some copywriting on hiring a copywriter. It's not complete yet, but will start to transition into selling them on the 'copywriter' in the next paragraph, if that makes sense.

Also, (no clickbait, etc) but I threw up the wordpress link I'm using for my copywriting practice for more of example headlines, so that I don't spam this entire thread with every practice headlines ive been doing. Feel free to check it out, don't, whatever. I dont care about the traffic, but just want as much constructive critique as possible. Thanks all!

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COPYWRITING (Length, In-Progress)

Sick of Wondering Why Your Sales Pages Aren’t Converting? Have You Already Dumped Countless Hours and Dollars into Attempting to ‘Fix It Yourself‘, but to No Avail?

I Get It. I’ve Been There Too and, Quite Frankly, We All Have. Because Deep Down… Internally… We All Know There Comes a Time When It’s Time to Throw in The Towel and Call It Quits. To Stop Trying to be The Jack-Of-All-Trades, Master-Of-None.

What I’m Saying Here is Not Calling it Quits For Everything… Just With Trying to Do it All Yourself. Do You Know What I Mean?

There Comes that Time When a Helping Hand is Needed to Give You the Boost That’s Necessary to Jump the Hurdle that’s Been Holding You Back. You Know The Hurdle I’m Talking About. It’s the Very Same Hurdle That’s Preventing You From Getting The Results You’re Working So Hard For, and Deserve, but Just Can’t Seem to Get. There’s No Shame In Taking a Moment of Self-Reflection and Asking Yourself, “Is This True For Me?”

Odds Are, If You’re Here Right Now…Reading This Very Page… Contemplating That Very Question…Then Yes! This is TRUE For You. There’s Great News That Comes With This Though:

THIS NO LONGER HAS TO BE TRUE FOR YOU!

You See, the Beautiful Thing About This is That Business Is All About Decisions. The Decisions You’ve Made In the Past Are Exactly What’s Brought Your Business to Where it is Now. There’s No Doubt that These Have Been Great Decisions, or Else You Wouldn’t Be Here Right Now in The Position that You’re In, Ready to Take Another Step Forward Towards Success in Your Business.
 
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Benedict

Contributor
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Nov 16, 2019
80
95
Just finished with Day 15.

Thank you so much Lex DeVille!

Some Feedback:
I really enjoyed your fast forward, action oriented approach with the simple yet powerful tasks. I really like writing copy.

Got some response for a text I was writing for a collegue that the text was really enjoyable to read.

Going on from here: Will implement the Copy I have written here into my Upwork Account as a Portfolio and apply for the first Jobs tomorrow.

What also stuck with me is:
  • Help others with whatever you have right now. There is always value you can provide.

  • I questioned my limiting beliefs about my skills and came up with a big list of arguments that I really have a huge skillset that not many people have.

  • Being a producer and problemsolver and seeing the consume and problems people have.

Are You Still Struggling with Copywriting? Heres what Helped Me Get Going

  • Prethoughts:
    • Whats the Product?
    • What is your Outcome?
    • Where is your Copy placed?
  • Which steps are neccessary for the reader to get to the desired outcome?
    • --> Sub-headings/ Sub Steps (even if just for your writing structure - meaning: even if you don't publish them)
  • Have a Tool-List and select the tools you think help each Sub-Step best reach its outcome (All the things you have learned in Lex' Guide, Scarcity, Authority, Towards to/away from Motivation, Social Proof, Rapport, Sensory Language,...)
  • Start with writing at least 5 headlines (or more) until you have one that STOPS
  • Review your steps and see the Big Picture again
  • Start writing your first paragraph (start fast. Short sentences.)

Edit: Spelling.
 

College Dropout

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Nov 22, 2017
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In regards to selling copywriting services specifically... I've come up with the following:

Who?
Business owners.

What? They want good work.

Why? They want to make money.

I'm not quite sure if I'm doing this part right. Is anyone else having trouble with this?
 
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G

Guest24480

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In regards to selling copywriting services specifically... I've come up with the following:

Who? Business owners.

What? They want good work.

Why? They want to make money.

I'm not quite sure if I'm doing this part right. Is anyone else having trouble with this?
Go a level deeper than that and get more specific. If you were selling copywriting services, you would niche down.

For example, storytelling copywriter.

Who? Business owners who sell health, fitness, and healthy living products.

What? They want to lead their customers through a journey and build their trust with impactful stories to increase conversions and engagement.

Why? So they can focus more on important business tasks, and enjoy more time with their family.
 

Lex DeVille

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In regards to selling copywriting services specifically... I've come up with the following:

Who? Business owners.

What? They want good work.

Why? They want to make money.

I'm not quite sure if I'm doing this part right. Is anyone else having trouble with this?

What product do you want to sell? If the product is your copywriting services, then you need to get more specific with your audience. "Business owners" is a broad category, and that means you'll never know what they want because there are hundreds of millions of business owners in different industries with different problems who want different things.

"Criminal Defense Attorneys" is specific. A specific type of person in a specific industry who does a specific job and has specific problems to solve.

Clients don't hire copywriters to get "good work." They hire copywriters because they hope a magic fingers word smith will turn on the money faucet. Or because they suck at turning thoughts into creative ideas.

Sometimes they hire copywriters because they don't have time to write their own copy, or because they want to outsource and scale or because they don't know what they don't know and they need professional help.

It's not just about making money. It's about not making money because X. Sometimes it's not about making money at all. In any case the client hopes to solve for X by hiring a copywriter. You have to figure out what X is for your specific client (and for their audience later on).
 

College Dropout

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What product do you want to sell? If the product is your copywriting services, then you need to get more specific with your audience. "Business owners" is a broad category, and that means you'll never know what they want because there are hundreds of millions of business owners in different industries with different problems who want different things.

"Criminal Defense Attorneys" is specific. A specific type of person in a specific industry who does a specific job and has specific problems to solve.

Clients don't hire copywriters to get "good work." They hire copywriters because they hope a magic fingers word smith will turn on the money faucet. Or because they suck at turning thoughts into creative ideas.

Sometimes they hire copywriters because they don't have time to write their own copy, or because they want to outsource and scale or because they don't know what they don't know and they need professional help.

It's not just about making money. It's about not making money because X. Sometimes it's not about making money at all. In any case the client hopes to solve for X by hiring a copywriter. You have to figure out what X is for your specific client (and for their audience later on).

Amazing! Thank you Lex. I was trying to avoid overthinking by putting it into the simplest terms possible but obviously that's not a good strategy. More specific. Got it.

Thank you holmzee... I see what you mean.
 
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daftypunk

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Day 2- Ended up writing 3 headlines. How have i done?
Product 1: Grocery shopping app

Benefits- Quick delivery
- Can buy everything from the app; no need to go to the store
- Wide variety of vendors to choose from; get the cheapest prices
- Your groceries are just a tap away!


Headline- Your groceries are just a tap away! Buy now

Product 2: Pull up bar

Benefits- can do many exercises with just one equipment
- ease of use and installation- soft rubber that enhances grip and prevents damage to hands, can be installed anywhere at any time
- hits all your body parts at once

Headline- Get huge biceps in 30 days! Buy the ‘BAR’ now.

Product 3: Info-graphic summaries

Benefits - No need to read books, so saves a lot of time
- Easier to grasp and learn
- Motivational and more actionable- Act right now!
- Direct – no bs/long advice prevents you from over-thinking and heading in the wrong direction.
- More alert, more likely to implement the learnings

Headline- Learn from the millionaires, become billionaires

P.S feel free to criticize as much as you can.
 

Neko

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I worked on this thread for 5 days now but didn't have time to post my work yet.
So here it is:

(I didn't include non written work but it is done)
---
Day 02 Challenge
Come up with 5 to 10 products / services / or something else you want to sell. Give serious consideration to the questions above.
Figure out the customer's deepest desire. Figure out the emotions they want to experience.
Then write 5 to 10 headlines utilizing what you've learned, that MAKE THEM STOP!


1. Suit
Who am I: 20 - 35 years old, male, working in a big company or law firm
What do I want: To look professional, successful, respected and be better looking.
Why do I want it: It gives me an edge over my competitors, authority and confidence.

Headline:
Be The Obvious Choice


2. Luxury Dress Shoes
Who am I: 30 - 50 years old, male, well established
What do I want: The best shoes money can offer. They last long and look better. They are not necessarily flashy but I know that the connaisseurs will recognize my good taste.
Why do I want it: It makes me part of an exclusive club of people. It reflect my good taste and status without being ostentatious.

Headline:
Join The INSIDERS And Discover What Quality Means


3. BMW
Who am I: 25 - 45 Years old, primarily male
What do I want: A luxury sport car which is fun to drive
Why do I want it: Because it makes me look successful, young and adventurous. I enjoy driving.

Headline:
RACE TOWARDS SUCCESS


4. Shoe Shinning Service
Who am I: 30 - 50
What do I want: Clean and well maintained shoes without doing it myself.
Why do I want it: To look more seductive and clean, without sacrificing my time. To keep my shoes for longer before replacing them.

Headline:
You'll Forget Your Shoes Aren't New!


5. House Cleaning Service

Who am I: 35 - 55 years old, couples/parents
What do I want: Clean house without spending my week-ends caring for it.
Why do I want it: Because I'd prefer spending my time with my children/spouse or practicing my hobby.

Headline:
BUY FREE TIME

---
Day 03 Challenges

2. Write 5 new headlines that MAKE THEM STOP, and tap into your prospects desires & emotions.

1. Premium Running Shoes
OUTRUN YOURSELF

2. Garden Design Service
Make Your House Your Dream Vacation

3. Gym Membership
UNLEASH YOUR POTENTIAL

4. Gaming PC
Get The Performances You Deserve

5. Premium frying pan
Be Focused On The Right Thing

3. Using your product or service, or something you make up, write a paragraph or two to your target customer utilizing the influential phrases you learned in this post.
Consider using all 3 types of phrases for maximum impact, and remember to write with intent. Find ways to show how your product helps your customer while driving them toward the action you want them to take.


Product: House Cleaning Service
Who: 35 - 55 years old, couples/parents
What do I want: Clean house without spending my week-ends caring for it.
Why do I want it: Because I'd prefer spending my time with my children/spouse or praticing my hobby.

BUY FREE TIME

When was the last time you had the time to enjoy your week-end?

Think about it.

You could have helped your daughter with her homerworks,
but you had to clean the bedrooms.

You could have played baseball in the garden with your spouse and your son,
but the windows were filfhty.

You could have spent time enjoying your hobby,
but you were too tired after maintaining your house.

With our house cleaning subscription, you don't have to choose anymore.

Subscribe before Friday and get a 25% off your first month of free time.


---
Day 04 Challenges

2. Write 5 Headlines for a real product that MAKES THEM STOP.

Apple Airpods
Great Sound Anywhere, Anytime

IKEA BEKANT (Desktop)
Sometimes It's Just That Simple

Drake's Silk Tie
Best Looking Ties For The Best Dressed Men

Porsche 718 Cayman
For The Discerning Few

Dacia Duster
Who Said The Family Car Had To look Like One?


3. Write 10 sentences utilizing the influential words from Influence Lesson 1.
Make sure you write sentences from all three influential time periods. No need to post them here.
This is an exercise for yourself, and if you don't do it, you don't hurt anyone but yourself.


- Join now and get a free trial.
- Buy Now. Be Part Of The Tribe.
- The number of slots is limited.
- Order before Sunday and get a free backpack to carry your brand new laptop!
- Just imagine what your life could look like.
- The slots are filled quickly.
- My schedule is usually full by the end of the week.
- Subscribe now and get a free audiobook.
- Think about this.
- Imagine what you'll miss.

---
Day 05 Challenges

2. Write 5 headlines for a real product that MAKES THEM STOP!

Ray Ban Sunglasses
Be Part Of The Legend

Google Home Mini
Your New Personnal Assistant

Nutella
The Safe Bet Of Deliciousness

Dainese Leather Motorcycle Jacket
RIDE WITH STYLE

Yamaha R6
Can You Tame The Beast?


3. Write 5 influential sentences using the lessons from day 3.

- You WILL regret passing on this deal.
- Take Action Now.
- What's the worst that could happen?
- Consider the potential to change your life.
- Think about how it will change your life.
- This is a limited edition. That's your only chance.


5. Type a page of copy selling a real product, using a good headline, subheadlines, & the techniques listed in this lesson.

Product: Alienware Area-51M


Out-Of-This-World Experience


For Those Who Leave Nothing To Chance


Does your brand new laptop struggle with games that push the boundaries of realism?
Does it struggle when multitasking ?
Does it frustrate you?

Then the AREA-51M was designed for YOU!

You want the best performances but
you don't want to sacrifice graphics.

You want to use the most powerful editing tools and
you want to use them without ANY slowdowns.

You leave nothing to chance. Neither do we.

So Powerful It Might As Well Come From Another Planet

Designed with the best components. Period.

You get the power of the best gaming desktops, in a laptop.

Powered by
A 9th generation Intel Core i9-9900K
An NVIDIA® GeForce RTX™ 2080 GPU
32 Go of RAM

The Future of Design, Now.

You'll love it's clean lines and eye-poping backlit keyboard.
It will make you feel in another universe. Anywhere you carry it.
Just watch as your fellow earthlings awe at this technological beast.


(Handwave) This Is The PC You Were Looking For.

Consider what you'll do together.

Order by Sunday 10pm to get the AREA-51M with a 15% discount and
A matching alienware backpack and
An alienware mouse pad.


Order Now.

--------------------------------------------------------------
I will do day 06 today and post the work later.
Any feedback would be greatly appreciated of course!
 
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Neko

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Day 06 Challenge

Product : Kawazaki ZX10 RR
Desired outcome:
See the end of the post.

---

Fulfill Your Need For Speed

Warning:
You will want to ride after you read this.

Picture it.

The sun is high in the sky and there are no clouds in sight.
The air is filled with the scent of pines.

You stop admiring the infinite landscape that stands in front of you and
You put your helmet on.

You mount on your motorcycle.
You ride as the moutainous road lies ahead.
Nobody in sight.

You go faster.

You hear the wind pushing the trees around.
You feel the air pushing you backward.
You see the next turn.

Easy.

You go faster.

The wind is whistling in your ears.
The air get stronger.
A long straight is in front of you.

You go faster.

You heart is pounding your chest.
Your breath gets short and heavy.
The engine roar echoes in the valley.

You go faster.

The air get thick.
The wind screams.
The road narrows.

You go faster.

Your vision gets
Blurry but
You see
The next
Turn.

You go faster.

You break.
You lean.

Your knee and
your elbow scrape the asphalt.

You get straight and you slow down. You pop your visor open.
You feel the gentle stroke of the wind on your face.

You smile.
Because you never feel more alive than
when you live on the edge.

You smile.
Because you never feel more free than
when you battle against the limits.

You smile.
Because you had the power the break free,
with your Kawazaki.

Now Stop Picturing and Start Riding.

Buy the brand new ZX10 RR.
Limited edition available in your country.
150 units available worldwide.

Contact us NOW
to reserve you test ride.
Slots will fill quickly.
Do you have what it takes?

---


Desired Outcome: Building of excitement for the prospect

Did I do well?
I would love to hear some feedback on this.
 

OMJ

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Did I do well?
I would love to hear some feedback on this.
I hear @Lex DeVille currently has a passion for all things construction related.
Perhaps if you write copy on power tools, pick up trucks, sheds & timber he'll critique your work.
Personally I think it's great, especially as you're French & it's not your native language.

Anyway, I recently bookmarked this thread with the intention to study it.

You @Neko have given me the inspiration to take action & begin. Although I'm not sure I'll document the results here, I'm shy LOL
 

Neko

Bronze Contributor
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I hear @Lex DeVille currently has a passion for all things construction related.
Perhaps if you write copy on power tools, pick up trucks, sheds & timber he'll critique your work.
Personally I think it's great, especially as you're French & it's not your native language.

Anyway, I recently bookmarked this thread with the intention to study it.

You @Neko have given me the inspiration to take action & begin. Although I'm not sure I'll document the results here, I'm shy LOL
Thank you! I hope it’s not to obvious. I re-read many times but errors might still slip in the copy.

About shyness.

I always ask myself: “What’s the worst that could happen?”
And always end up doing it.

In this case, the worst is that I’ll get humiliated by strangers on the internet. While not very pleasing, it’s far from World-ending.

The best is that I’ll get great feed-back and improve my copy.
 
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Neko

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Day 07 Challenges

Product:
Caterpillar D5K2 Bulldozer
----------------------------------------------------

A Simple Solution To Increase Your Company's Revenues

How many clients do you lose because of long waiting times?
What if you could finish 3 more projects per month?

Of course, you could buy more machines, but
you would need to hire more employees and multiply construction sites.

Not to mention the increase in logistics.


What if you could do it without scaling up?

Simple solution: The Caterpillar D5K2.

Thanks to its technology and great precision,
you can get work done up to 50% faster than classic levelling.

Our customers report a clear increase of finished project per month.

Just imagine the benefits of this simple change to your company's revenues.


Suitable to Beginners and Experts alike

With its spacious cabin and
Its many leveling commands and
Multiple assit systems,

Even a beginner crew will have notable results.


Engineered For Efficiency

Our goal is to help you make more with less.

This is why we created the improved load-sensing ECO mode.
It enables you to save up to 20% fuel.


A Special Offer, Just For You

We wan't you to get better results as fast as possible.

That's why we decided to offer you an array of
advantageous financial plans as well as
insurance subscriptions.

Order Now to increase your revenues.


P.S. The special offer expires next Friday!
You don't want to miss out on this!
 

OMJ

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That's why we decided to offer you an array of
advantageous financial plans as well as
insurance subscriptions.
No deposit with nothing to pay for 6 months & 0% finance? I'm in!
 

OMJ

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Ahah!

If only it was THAT good ! :hilarious:
It's fantasy copy, we can say what we like.

I'll get my list of ten products & start next week.

Although I'm a pervert & it'll probably be 10 items of lingerie LOL
 

Neko

Bronze Contributor
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Day 08 Challenges

4. Write 5 Creative Headlines

Headlines:

Antivirus

- You're More Vulnerable Than You Think.
- Here Is Why You're In The Danger Zone.

Sparkling Water
- The Simple Trick To Improve Any Meal

5 Star Hotel (Dream Location)
- Why Dream About It When You Can Live It RIGHT NOW?
- Make Your Dream A Reality

Product Packaging Service
- We Make You AND Your Customers HAPPY!


5. Write a website "About Us" page using everything you've learned to this point, and make sure you do it in logical order.

Website: (fictional) Acme Antivirus and Security Solutions

---

ABOUT US

Protecting You And Your Data


We believe that everyone has the right to be safe on the internet.
Even if they do not know anything about technology.

The Internet and computers are now everywhere in our lives.

And it's a great place.

However, some people will try to scam you, steal from you, harm you.

We want to be the bulwark between you and any danger.
We want to keep you safe at all time, so you can enjoy the power of the Internet.

Without fear.
Without any doubts about your security.


We have to be the experts, you don't.

Everything we design follows a simple rule:

Extreme Ease of Use

Our products are powerful, complexes and incorporate very advanced features.
However, our interfaces are straightforward and instinctives.

This means that all our customers can enjoy the greatest level of protection without hassle.

This also means that we put a great emphasis on our customer services.

You also have access to an array of free tutorials. This way you can grasp the full potential of every product you release.

Should you still have any problem, our customer service is available every days. Yes, even during week-ends.


The Ultimate Safety Softwares

To make sure you are safe at all time we designed 3 great products:

Acme Bulwark, Our Antivirus.

Acme Safety Net, A Powerful Internet Browser Plugin

Acme Bunker, Designed To Protect You From Every Treats.


Learn More About Our Products
 

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