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0:00I've been in business for 14 years. We
0:02spend tens of millions of dollars per
0:03year in paid advertising. And in this
0:05video, I'm going to share something I've
0:07never shared before, which is that I
0:08have 12 internal hacks that we use
0:11whenever we write any piece of
0:13advertising or copy that goes out to
0:15sell stuff. And I'm going to give you
0:17all of them. So, let's start with number
0:18one. Headlines come first for a reason.
0:21And the reason I have it as the first
0:22one is that it is the first and most
0:24important. So to quote David Oggovy, uh
0:27once you've written your headline, you
0:28spent 80 cents of your advertising
0:30dollar, right? And so that means that
0:31the vast majority of people will only
0:34see the headlines in whatever it is that
0:36you make. And it almost feels unfair
0:38that a headline is just a phrase or one
0:41word or one question, but it is also the
0:44thing that is ultimately going to get
0:45the most people to or have the biggest
0:47lever on whether your advertisements do
0:50well. So, think about it like this
0:51because it's the law of small numbers,
0:53which is if you go from, let's say, a 1%
0:55click-through rate to a 3% click-through
0:58rate, you triple the amount of of people
1:00who are ultimately going to see
1:02everything else that you have. And so,
1:04there's very little things that happen
1:05in the rest of the entire funnel that
1:07have the ability to triple. Sometimes
1:08you get 20% lift, 50% lifts. That'd be a
1:10monster split test. But a banger or
1:13killer headline can absolutely
1:15outperform the control by two, three,
1:18sometimes 5x. Right? That is why it's so
1:21important. And it feels unfair because
1:22it's so short. But the thing is is the
1:24best advertisers, the more they've been
1:26doing it, the more they obsess on the
1:28hook. They obsess on the headline
1:30because they know that's where the
1:33money's at, right? Like if you have a
1:34winning hook for your ad campaigns, you
1:36keep using it to death and you try and
1:39beat it. And so here's the here's some
1:40of the things that I write down, which
1:42is curiosity is king, different is
1:44ideal, and sexy works, and never run an
1:47ad without a headline. Because the thing
1:49is is all ads have headlines. There's
1:51just bad ones and good ones. Because if
1:52you don't write a headline, you do have
1:54a headline. It's just not very good. And
1:56so fundamentally, the headlines serve to
1:58give us a different wrapping paper for
2:00the same offers. And you want this
2:02headline to be so powerful. And I like
2:03this visual. It grabs the reader by the
2:06throat, right? And so bonus points is
2:09how can I know that something's going to
2:10work ahead of time? One of the best ways
2:12to test headlines and hooks is to look
2:14at your organic content or other
2:16people's organic content or other
2:17people's ads. Look at the first 3
2:19seconds visually and verbally. What are
2:22they saying and what's happening in the
2:24background and those are the first
2:25places that I'm going to look in order
2:27to model what headlines apply to me. Now
2:30the the really sexy hack around this is
2:32can I take can I steal like an artist
2:35from a different industry? Can I look at
2:37ads that are working well in the travel
2:38space and use them in business? Can I
2:41look at ads in the weight loss space and
2:42use them in business or whatever space
2:45you're in? And so some thoughts I have
2:47are curiosity, quotes, questions, are
2:50there kind of emotional outcomes or
2:51experiences that I'm describing. One of
2:53my favorite headlines of all time is how
2:54to yay without boo if you biggest
2:56insecurity. Right? I'll say that again.
2:58How to yay, good thing without boo, bad
3:01thing, even if you biggest fear. How to
3:03speak confidently in front of strangers
3:05without ever practicing, even if you're
3:07deathly afraid of speaking in public.
3:09FYI, there are entire books written on
3:11each of these 12 pieces that I'm going
3:13to talk about. I'm trying to give you
3:14the 8020 because at the end of the day,
3:15when you're writing ads, you're not
3:16going to read 12 books before you write
3:18the ad. You're going to have a little
3:19mental checklist that you go over. And
3:20that's the checklist I'm giving you.
3:21Yeah. And so each of these bullets are
3:23kind of like the best like best
3:24converting nuggets that I have on each
3:26of these kind of mini topics. And so
3:28this is like my little cheat sheet. So
3:29whenever I get stuck or I need a new
3:31idea or for a new image or a video or
3:34copy, this is what I use to kind of
3:36remind myself. Number two, say what only
3:40you can say. So if you've done something
3:42remarkable or different, you want to say
3:44it. Proof will always outdo promise. So
3:47the reason at the very beginning of this
3:49video I said we spent tens of millions
3:50of dollars on ads last year between our
3:52portfolio companies. So this isn't like
3:54we don't have an agency. That's actually
3:55us spending money in our actual
3:57companies. Um, so it's not like me
3:59taking credit for all the clients that I
4:00have. Uh, like it's not that. It's like
4:02these are companies that I own that we
4:04spent money on to generate revenue,
4:06right? So, we risk real money behind
4:08these things. Now, if you're the only
4:10triple black belt in your local area,
4:12say so. If you're the only person who's
4:14helped moms over 35 who are vegan
4:17powerlifters, say so. If you're the only
4:19person who like the thing is is that
4:21what you want to do is you want to be
4:23one of a kind. But the beauty is that
4:26you get to control what the pond that
4:28you're one of a kind is. And so the
4:31friendly reminder here is that
4:32competitors can copy your offer, but
4:35they cannot copy your proof. That has to
4:37be earned. And so one of the big
4:39reasons, the big defenses that I believe
4:40exists for people who have done stuff,
4:43which is why you should do stuff, is
4:45that it doesn't matter how many AI
4:47avatars come out, the AI avatar can
4:49never have done something in the real
4:51world. They can lie, but they can never
4:53have done something. And so no one can
4:54take your story or your experiences away
4:57from you. And this is one of the things
4:58that excites me about the future of AI
5:00is that story is still going to be
5:02paramount. Why should I listen to you is
5:04still going to be a question at the top
5:06of everyone's mind. And in a world where
5:08trust is going to get diminished very
5:10rapidly where we're not going to know
5:11what's real and what isn't, verification
5:13of facts is going to be even more
5:15important. So say what only you can say.
5:17Number three, always call out who you're
5:20looking for. and bonus points who you're
5:23not looking for, which is actually even
5:25more powerful than the original call
5:27out. So, because it's one thing to say,
5:29hey, you know, I'm looking for business
5:30owners, but if you say, hey, if you're
5:32below $250,000 a year, you're below
5:34$500,000, you're below a million dollar
5:36a year, hey, this isn't for you. Go
5:38consume my free content. It it
5:40communicates very strongly where you
5:42position yourself in the marketplace.
5:44And so, if you only want to help people
5:45who want to lose a lot of weight, not a
5:47little bit of weight, like there's a big
5:48advantage. You know what's funny? I've
5:50actually never seen anyone in weight
5:51loss do this, but just say like, "Hey,
5:53only for people who are trying to look o
5:54lose over 30 lbs." Here's the crazy
5:56part. There's enough people who are
5:58trying to lose over 30 lbs that you can
5:59say no to the people who have less than
6:0130 lbs to lose. Here's the other great
6:02thing about people who have over 30 lbs
6:04to lose is that you might only need a
6:06couple hundred customers in order to
6:07make your business work. And there's
6:08like a billion people, many billions,
6:10but maybe only a billion that speak your
6:11language. Doesn't matter. Point is is
6:13that most people are afraid of saying no
6:15to customers. But when you say no to
6:16customers, you polarize the customers
6:18who are the right customer to move even
6:20more towards you. What you don't want to
6:22be is vanilla. If you say, "I'm
6:24everything to all people. I accept all
6:26customers." Then it means no one feels
6:28pulled to your marketing because they're
6:30never going to think, "Oh, this is for
6:31me." That is the result that we want to
6:33have happen from our advertising that
6:35someone self- selects. They raise their
6:37hand and be like, "Wow, I feel like this
6:38person's talking to me." And so when you
6:39advertise, you never advertise to the
6:42masses. You advertise to one person. And
6:44so you want to be very clear when you're
6:46writing your copy. Who is that one
6:48person? I want to identify the reader. I
6:50want to identify the viewer or the
6:51listener, right? And you want them to
6:53think, how does he know my secrets?
6:55Well, you can only be that specific if
6:57you're talking about one person. And so
6:59as you go through this, you can go
7:00through different levels of awareness,
7:01which is like at the top level, someone
7:03can be completely unaware. So you have
7:04to hook them with curiosity. At a level
7:06underneath of that, you have to have
7:07someone who might be problem aware. Hey,
7:08do you get up at night to pee more than
7:10two times? Hey, have you ever had
7:11someone cancel a contract before it
7:13comes due? Right? These are problem
7:14aware. Then you have solution aware,
7:16which is like, have you ever tried to
7:17collect using some of these softwares
7:18and it hasn't worked the way it was
7:20supposed to? Have you ever tried a
7:21supplement and it hasn't gotten the
7:23results that you want? That's solution
7:24aware. Right? Underneath of that, you
7:26have product aware. Okay? Have you ever
7:27tried this type of creatine versus this
7:29type? Have you ever tried an ad agency
7:31before that's done meta ads? Right?
7:33These are very, very more aware
7:36customers. And finally, the most aware
7:37customers are people who already know
7:38about you and about your product. And
7:40then you have to make offers to those
7:41people. But at all all the way through
7:43the stack, we want to talk to people as
7:45though we know who they are because you
7:47probably do. And the crazy thing is that
7:49customers, this is the crazy part about
7:51customers. We all you want to lean into
7:53the fact that everyone is selfish.
7:55Everyone thinks they're the center of
7:56their own universe. And when you can say
7:57something that actually affects many,
7:59many people, but you can say it as
8:01though they think that they're alone in
8:02the universe. When you are specific,
8:05that is what creates compelling copy,
8:07specificity. And so if I say, "Hey, are
8:09you overweight?" That's that's trit
8:12marketing. You don't want to use terms
8:14like marketing ease like like like um
8:17marketing speak, marketing lingo, right?
8:19You've read ad copy before and been
8:21like, "Oh, this is ad copy." The way
8:23that you get out of that is by taking
8:25words that people use and breaking them
8:27down into chunks. And so by saying,
8:29"Hey, uh instead of saying, are you
8:31overweight?" It's, do you have trouble
8:33getting upstairs or going on a a walk
8:36for a long period of time without a rash
8:38forming between your legs and sweating
8:39in places you didn't know you could?
8:41When you say that, that's much more
8:43specific. And so, what we want to think
8:45about is what are the moments that
8:46someone's going to experience fatness?
8:48What are the moments someone's going to
8:49experience brokenness? What are the
8:51moments someone's going to experience
8:52frustration in their marriage or their
8:54friendship or loneliness? Like, we talk
8:56about the moments because the moments is
8:58what they remember. No one remembers the
8:59vague words and that's not what gets
9:01them to emote or have an emotion and
9:03then ultimately lowers the actions
9:04threshold so they take the next step.
9:06And so for example, I just had a a cash
9:09episode with a gentleman who does bar
9:11consulting. So he helps bars become more
9:13profitable. Uh like restaurant bars. And
9:16so when I looked at the copy, it looked
9:17generic. It looked like he was just
9:19using marketing lingo rather than
9:20saying, "Hey, when you look behind the
9:22bar, does it look like a bomb went off?"
9:23Right? Does it look like this is a
9:24homeless shelter behind your bar? Right?
9:26The thing is is that you're probably
9:27going to laugh, but the person's
9:28probably like, "Yeah, my bar looks like
9:30that. It's a mess." Right? And the thing
9:31is is that that's a moment when they
9:33walk in or they look behind the counter
9:34and they're like, "What happened?"
9:35That's the moment we want to pinpoint
9:37because they probably had that happen
9:38the last seven days. And if that pain is
9:41is fresh, the likelihood that they then
9:43take that next action is high. So, the
9:45next one is number four. Always have a
9:49reason why. And this is big. So, I like
9:52to use the uh the fraternity party
9:54planner uh perspective, which is that it
9:56doesn't actually matter what reason you
9:57use, but more so that you have a reason
9:59to begin with. And so, this uh the first
10:02point when I started adding this in was
10:04um I think I read one of Keini's things
10:06ages ago uh where we talked about how
10:08when people were cutting other people in
10:10line, if they had a good reason, people
10:12were more likely to let them cut in,
10:14which is basically a persuasion win.
10:16They said, "Hey, can I get in line in
10:17front of you?" And he's like, "Hey, I've
10:18got this paper I've got to turn in. I
10:20need to copy it quickly. And so people
10:21said yes. But later they tested it where
10:23they just said, "Hey, I have to get in
10:24line because my cat is back home." It
10:26has nothing to do with getting in line
10:28or needing urgency around the copy. They
10:30just basically said because insert
10:31random reason. But having a reason in
10:34general for most people makes it better
10:36than no reason at all. And so the word
10:39because is one of the most influential
10:41words in the English language. Use it
10:43because it works. And so if you are
10:45going to use a reason, great. Now, you
10:47get bonus points for a reason if you can
10:49tie it back to urgency or scarcity in
10:51some way, which I'll talk about those
10:53two in more depth later. And so, when
10:55you're giving your reasons why, what I
10:57encourage you to focus on is giving them
10:59the reason why to do the next step. And
11:02just that, right, every line of copy
11:04sells reading the next line of copy. And
11:06then those lines of copy sell the click.
11:08And then the click sells the and then
11:10the the landing page that after comes
11:11from the click, the headline of that
11:12page sells the opt-in. From the opt-in,
11:15it sells showing up to the next thing.
11:16is that we just want to be very clear
11:18about our messaging one step at a time
11:20because someone can't take nine steps.
11:22We want to sell one step and be very
11:23clear about what we want them to do
11:24next. Right? A a confused mind does not
11:27buy and a confused mind certainly does
11:29not click. And so when I say thinking
11:31about this as a fraterning party planner
11:33is what reasons does a fraterning party
11:35planner need in order to plan a party?
11:37Not many at all. The bar for having a
11:40reason to party is quite low. Timmy got
11:42his wisdom teeth out. Kegger, you know,
11:44so John broke up with his girlfriend
11:46kegger. Uh, it's Tuesday, let's drink,
11:50right? And so the idea is that you don't
11:52actually have to have a reason that's
11:54good in your mind. You just need to have
11:56a reason in general. It could be your
11:57birthday. It could have been your
11:58birthday last month. It could be your
11:59wife's birthday. It could be your dog's
12:00birthday, right? It could be the
12:01anniversary of the business. There's
12:02four dates that you can run for a whole
12:04month, right? It's my dad my dog's birth
12:06month this month. And for that reason,
12:08we're running this offer, right? It does
12:10not matter. Now, how do we make it even
12:12more compelling? And this one's nasty.
12:14This may be, if I had a favorite, which
12:17is hard to say because it's like picking
12:19between your kids. Um, which of course
12:20everybody has a favorite child. Um,
12:22kidding. Calm down. Anyways, uh, is
12:24damaging admissions. All right, there is
12:27probably I mean, in my experience,
12:30nothing more powerful than damaging
12:32admissions. Now, what's very interesting
12:34about this is they've done research on
12:36basically the persuasiveness of somebody
12:38who admits their bias upfront. So if you
12:41say, "Hey, I make money from these
12:44videos in the following ways." People,
12:46even though they know that you admit you
12:48have a bias, they are now more likely to
12:51believe you because you said you have a
12:53bias because you've actually been
12:55truthful. And so you want to own your
12:57flaws. And damaging admissions, in my
12:59opinion, are so powerful because they're
13:01actually just rooted in truth. So you
13:04want to always own your flaws. Of course
13:06you have them. Of course, your product
13:07isn't perfect. Say so. And what you'll
13:10sacrifice in promise, you'll gain in
13:12trust. And trust trumps promise. Think
13:15about the promises that you have to give
13:17to a referral. Very little. Why? Because
13:19you are borrowing the trust of the
13:21introduction of the person. So when you
13:22get a referral, you're like, "Yeah, uh,
13:24you helped my friend Sandy, so I'll
13:26buy." You don't need to promise much at
13:28all because they trust you. And so I
13:30would rather always sacrifice promise to
13:32gain trust. And so there's a, you know,
13:34the famous Eminem story of, uh, he
13:36figured out when he was rapping that if
13:37he owned all of his flaws and he said,
13:39"I'm short and I'm white and I'm blah
13:41blah blah blah." Right? He says all
13:42these things about them. The other
13:44person has nothing left to say. He pulls
13:46all the wind out of their sales. He
13:48pulls all the punches because he punches
13:49himself with that. And then they have
13:51nothing left. And so basically, we want
13:53to address all of the concerns they have
13:55upfront in our damaging admissions. And
13:58so what happens is the the the
14:00linguistic power of this is that you
14:02have statement but other statement. And
14:05the statement that comes after the word
14:07but is the part that is the thing you
14:10want them to believe. And so you say
14:12something that is true and believable
14:14and damaging to you so that they can
14:17believe that thing that comes after. But
14:19so let me show you how this works. So,
14:21if I said,
14:23"Hey, these markers smell like but
14:27they write four times longer than other
14:29markers and they don't dry out." You're
14:30going to be like, "Wow, I now believe
14:33that more than if I just said these
14:34markers last four times longer than
14:36other markers before they dry out." If I
14:38said they smell terrible and or but they
14:41do that, it's more persuasive. Now,
14:43watch this. Let's flip it. These markers
14:46write four times longer than others, but
14:48they smell like crap. What am I
14:49emphasizing? I'm actually emphasizing
14:51the fact that they smell bad, not the
14:52fact that they write longer. And so, we
14:54use the first part to gain trust for the
14:57second half of the statement. Viagra
15:00only works for 4 to 6 hours, but you're
15:03going to have the time of your life,
15:04right? And so, it might raise your your
15:07blood pressure, but you're going to have
15:08an amazing night, right? Our websites
15:11are ugly as hell, but they convert,
15:13right? Our systems are incredibly
15:15boring, but they work. Right? If I said
15:18our systems work, but they're incredibly
15:19boring, I'm going to emphasize on the
15:21boring part, not on the fact that they
15:22work. And so, by how you organize your
15:24language around words like but, which
15:27are amplifiers, it allows you to say
15:28damaging admissions in a way that's
15:30compelling. And so, right now, what I
15:32would like you to do is write down all
15:34of the flaws, all the things that people
15:36complain about, the things that you know
15:37you could do better, and claim them.
15:39Because the thing is that the prospect
15:40is already thinking them. But if you can
15:42claim them, instead of them thinking
15:44them, you acknowledge them, gain trust,
15:46and then when you make your statements,
15:48they will believe you more. So if you
15:49want to stand out in a crowded
15:51marketplace, tell the truth. It makes
15:54you more authentic. And if you can do
15:56with humor, you get even more bonus
15:57points. So it's like, listen, our gym
16:00has honestly pretty terrible parking.
16:02Our AC is kind of on and off. I don't
16:04have the best equipment, but our
16:06sessions are more fun than everyone
16:08else's cuz it's all we've got. If I said
16:10that, you now believe me, right? The
16:13thing is is if you saw an ad that said
16:14that, you'd be like, I kind of believe
16:16this guy. He's probably not so bad,
16:18right? He's telling the truth. And I'll
16:19bet you his classes probably are fun.
16:21Now, if I just said, "We have the most
16:22fun sessions." You wouldn't believe me
16:24because anyone can say that. But what
16:26people won't say is the truth. So,
16:29number six,
16:30show don't tell. Now, this one is one of
16:34those ones that you will probably nod
16:36your head on and be like, "Yes, of
16:37course, show don't tell." But the thing
16:39is is when I say show don't tell, I'm
16:41actually talking more about breaking
16:43down the reasoning. So kind of like I
16:44was alluding to earlier, which is
16:46instead of saying get more sales,
16:48describe what the experience of getting
16:51more sales means or what that moment
16:53would look like. Like selling somebody
16:55that you're running out of order forms
16:56because customers are reading their
16:58credit cards to you over the phone too
16:59fast. That is the experience of getting
17:02more sales, right? So you want to note
17:04the descriptions of what's happening and
17:06the emotions they might experience. the
17:08overwhelm of having too many phones ring
17:10and not enough salespeople. That's the
17:13experience of getting advertising that
17:15works. Don't just say get more leads.
17:17Describe the experience of what getting
17:20more leads means. That's what they want
17:22to experience. They want to see their
17:24gym full. They want to know what it's
17:26like to have a line around the corner.
17:28They want to know what it's like where
17:29they actually have to reorganize their
17:30gym so that they can actually make room
17:33for more people at the session. Those
17:35are the good problems that we would
17:36describe, which also, yes, they're
17:38problems. But if we describe the future
17:40problems they would prefer to have than
17:42their current problems, those are
17:43arguably some of the most compelling
17:45things you can include in copy. Because
17:47if you can describe the problems they
17:48haven't thought about yet, then it's
17:50likely that you've experienced them or
17:51help other people experience them, which
17:52then increase the likelihood that they
17:53believe it will happen for them. And so
17:55the big thing here in terms of show
17:57don't tell, obviously from a creative
17:58perspective, you want the videos to
18:00demonstrate it. You want your creative,
18:02your images to demonstrate it, but your
18:03actual copy itself, you want to use more
18:06descriptive language that is specific to
18:08the experience they're going to have.
18:10The moments, and I'm going to repeat
18:12this theme because it's big. What is the
18:14moment that someone's going to
18:15experience that they got more sales?
18:17What does that moment feel like? What
18:19does it look like? When what moment will
18:21they realize that this has actually
18:23occurred? Show me that sales has
18:25occurred. Describe to me that scenario.
18:28That is how you write exceptional copy.
18:29And what's cool about this is if you
18:31want to write unique copy, the way you
18:33describe that moment will always be
18:34unique to you compared to other people.
18:37And so you can always have fresh copy
18:39that sounds different and interesting
18:40because you're not just going to use the
18:42same words everyone uses. Number seven,
18:44tie benefits to
18:47status whenever possible. So, a lot of
18:50people talk about benefits, not
18:52features, which is true, but I like to
18:54take this a step further mentally, which
18:56is a cookbook so fast and easy that all
18:59your friends will wonder how you found
19:00the time to be fit and cook for your
19:03family, right? That would be okay,
19:05that's one level, right, of benefit. But
19:08the idea is what is the like in that
19:10benefit what we tied in is we tied in
19:12their friends. Their friends are going
19:13to give them status because of this
19:15thing which is just a cookbook, right?
19:17So rather than say, "Hey, you're going
19:18to cook meals fast and easy." Sure, that
19:21might be an element of it, right? But so
19:24fast that their friends are going to
19:25wonder how they're doing it is another
19:27level of this. And so whenever we can
19:29tie status, and this is why in the in
19:31the lead's book, I talk about this on
19:33page 140. I talk about the what, who,
19:35when framework. This is where this
19:37becomes incredibly important. And so
19:39what we want to do when we're thinking
19:40about status and the reason that this
19:42framework works so well is that we're
19:44thinking about the who, right?
19:45Obviously, it's them, but who is giving
19:47them the status? Because their status
19:49within different realms. Is it their
19:51family who's giving them status? Is it
19:52their friends? Is it their colleagues or
19:54co-workers? Is it their rivals? Is it
19:55their competitors? Who are they who are
19:58they vanquishing? And so, humans are a
20:00competitive species. We do desire status
20:02because it increases the likelihood that
20:03we're able to procreate and create more
20:04kids and acquire resources, right? And
20:06so, we want to tie all of our benefits
20:09to what it's going to do, what they
20:11ultimately want, which is going to be
20:12status. Now, what's interesting is that
20:14the status that people get is going to
20:16be unique to that person within their
20:18subgroup. So, if I'm going to try to
20:19describe status to a mother, it's going
20:22to be probably from kids that excel and
20:25other parents wonder how they're
20:27parenting, not from getting a
20:29Lamborghini. Right now, if I'm trying to
20:31talk to a hustle bro who's 20 years old,
20:33then probably talking about a
20:34Lamborghini might convert. Now, it might
20:36not convert the type of hustle bro that
20:37I would be looking for, but nonetheless,
20:39it would convert some person who's
20:41interested in that, right? I'm all about
20:43mosy mobiles and having cash cars that
20:45you can buy for seven grand and then not
20:46have to worry about car payment. So, you
20:47can actually rich in your bank account
20:48rather than in other people's eyes. But
20:50point being, if we're writing copy, we
20:52have to meet them where they're at. And
20:54so, the the wording that we think about
20:55this, and also just to give you more
20:56color on this, is that we think past,
20:59present, future. So how am I going to
21:00create status for them with their
21:02spouse, them with their wife today and
21:04in the future and in the past. So now I
21:08have multiple different people who are
21:09giving and awarding status to this
21:10person through the copy we're writing
21:12and different time periods. So it gives
21:13you endless variations and angles to
21:16approach the benefits. All right? And so
21:17you want to think the lines so that you
21:19can or so that your friend's mouths will
21:21drop with envy. Right? That's what we're
21:23trying to describe here. Number eight is
21:25that we want to use urgency and
21:26scarcity. All right? Now, to be clear,
21:29urgency and scarcity, people lock them
21:31together, but they're actually different
21:32things. All right? So, scarcity is a
21:34function of quantity. Urgency is a
21:37function of time. All right? So, that
21:39means that I have an unlimited amount of
21:40widgets that I'm trying to sell, but I'm
21:43only running my promotion until
21:44midnight. It's a it's a function of
21:46time. That's urgency. If I only have a
21:48hundred widgets or I'm only choosing to
21:49sell 100 spots which scarcity you can
21:52choose to have then at that point once a
21:54100 spots maybe that takes a year to
21:56sell or maybe it takes 5 seconds to sell
21:58that line in the sand no matter how many
22:00people want to buy it after that point
22:01cannot buy it. Now you can have both but
22:04fundamentally all we're trying to do is
22:06show that other people want it and that
22:07they have to act quickly. What we're
22:08trying to do is decrease the action
22:10threshold threshold so they take action.
22:13And the key to making urgency and
22:15scarcity work is making it legitimate.
22:17There's actually I don't even know if
22:18there's really much more to it than
22:21actually having it be legitimate.
22:23There's there's really not another
22:24secret. Now, there's different types of
22:25urgency and scarcity which I talk about
22:27in the offers books. So, I have a whole
22:29chapter uh in the offers books. So page
22:31104 for scarcity and then the next
22:33chapter right afterwards I have for
22:35urgency which is uh page 112. And so I
22:38talk about four different types of
22:39urgency and different things that you
22:41can do to include scarcity um in your
22:43offerings whether it's products or
22:44services. But no matter what you just
22:46needed to be real that's all I can tell
22:49you. And the part that people struggle
22:50with is they're like but what if someone
22:52wants to buy after midnight? What if
22:54someone wants to buy when I already said
22:55I have 100 spots? It means you say no.
22:58and you say no so you can maintain the
22:59reputation so that the next time you
23:00have scarcity, guess who the first buyer
23:02is going to be? The one who wasn't able
23:03to buy the last time. So, you're digging
23:04your well before you're thirsty. I would
23:06always prefer to underell my demand so I
23:08always have more later. Otherwise,
23:10you're always going to be looking for
23:11the next kill, the next sale, and you're
23:13going to be putting the scarcity urgency
23:14up, but everyone knows it doesn't matter
23:16because you're not going to sell out.
23:17And that's where you start losing power.
23:19Now, number nine is implied authority.
23:21All right, now this isn't this is a
23:23nasty one in a cool way. So this
23:25actually goes back to number one. So if
23:28you're the only double secret black belt
23:30in the area, say it, right? If you've
23:32transformed over, you know, a thousand
23:34people to black belts, say so. If you're
23:36the only, you know, if you have a pro
23:38alete client and they allow you to say
23:40it, say it. All of these things imply
23:42authority and people listen to and trust
23:44authority figures more. And so that's
23:47how we've helped 5,000 gyms or 6,000
23:50gyms over the last seven years. And so
23:52part of authority is also just
23:53longevity. If you say we've been in
23:55business for 40 years, the likelihood
23:56that you are a legitimate business is
23:58pretty high, right? That's actually a
23:59pretty rare feat. So, if you've been in
24:01business for a while, that's a big
24:03thing. Now, maybe that you and your
24:04co-founders in aggregate have done over
24:0620 years of advertising. Maybe it's four
24:07of you guys have all done five years,
24:09but it sounds better to say in aggregate
24:10we've done over 20 years of advertising.
24:12Right? Now again, the the key here is if
24:15you have something as a hook like as
24:18seen on Oprah's best boot camps or best
24:20boot camp in Vegas or best chiropractor
24:22in Vegas or best whatever is this is why
24:24these tiny little awards matter so much
24:26because you can actually even start a
24:27sales conversation with did you find us
24:29on the Vegas best boot camps list. Now,
24:33you might know that no one even knows
24:35that this list exists. And that's okay
24:37because that list just gives you applied
24:40authority when you actually have the
24:41conversation with a prospect. And so, at
24:43the end of the day, this is where proof
24:46does beat promise. All right? And so,
24:48we're now getting into the believability
24:50of the claim, right? So, this is why
24:52it's further down on here because
24:53someone has to want the thing that
24:54you're offering first. Once they offer
24:56it, then all their their warning bells
24:58are going to go off like, "Why should I
24:59believe this person?" And that's where
25:00you want to have the proof that yes,
25:02they can believe you. And this is why
25:04documenting and substantiating the
25:06things that you have done and the people
25:08that you have helped ultimately makes
25:10you more likely to be persuasive. Right?
25:12If you have a thousand people who have,
25:14you know, you have a thousand
25:15testimonials versus somebody or a thou
25:16imagine you go to a you see you looking
25:18between two restaurants on Yelp, right?
25:20One has a fivestar with three reviews.
25:22That's three. There you go. Three
25:24reviews, right? Or you've got 3,000
25:27reviews. Why not? Let's just stick with
25:28it. All right. But you've got a 4.6.
25:30Which one are you going for? For sure.
25:32No question. You're going to the one
25:34that has 4,000 reviews. Now it's 4,000.
25:37Uh with a 4.6 rating rather than a five,
25:39but that doesn't make sense. This one
25:40has five. This is a 4.6. The proof
25:42demonstrates the implied authority that
25:43obviously these people have been around.
25:45They know what they're doing. They
25:46service a lot of customers. It's social
25:47proof. All right. Now, number 10. Always
25:51have a PS statement. All right. Now, why
25:53do we have a PS statement? So, it's a
25:55power sentence, which is what I like to
25:56think about it. All right. is that power
25:58sentence the the two most red parts of
26:01advertising. Number one, the headline.
26:03Number two, the PS statement. And so, if
26:05you have the two most red lines in all
26:07of your advertising, you better be sure
26:09you're thinking about what you're
26:10writing. And at the very least, have a
26:12PS statement, right? And so, always have
26:15them and make sure that they're strong.
26:17And so, I have a number of different
26:18strategies that I use for PS statements
26:20and I'll tell you probably my top three.
26:22All right? So, number one, in emails, I
26:24prefer to have some sort of sign off
26:26that gets people jazzed. They're very
26:28excited to have I want to reward them
26:29for having read my email. So, this is
26:31where I put jokes in. This is where I
26:32put fun stuff that's light so that every
26:34once in a while when I do want to put a
26:36call to action, I make this PS a call to
26:38action that's strong because I know
26:40everyone's going to read it and click it
26:41because I've train them to click that
26:42link. All right. Now, in an advertising
26:45setting, that PS statement is either
26:47going to be a disclaimer of who this is
26:50not for, which often works really,
26:52really well. Hey, by the way, if you're
26:53just getting started, this isn't for
26:54you. This is only for people doing X, Y,
26:55and Z. Click here. That's very strong as
26:57a PS statement. Another PS statement
26:59that works very well is just recapping
27:01everything in one sentence. We've helped
27:03a thousand people. We're good at making
27:04black belts. If you're serious about
27:06black belts, click here. Boom. Right?
27:08And so, it's like, hey, if you did, if
27:10you just read to the bottom and skip to
27:11the bottom like I do, this is the main
27:12this is the main nuggets, right? Your
27:14main points of persuasion all in one
27:16place. Now, you can also piggyback on
27:18this with a PPS statement and have two
27:20PS statements because guess what? The
27:22only thing that's read uh less than or
27:25sorry, the only thing that's read more
27:26than the normal copy, but less than the
27:28headline and the PS is the PPS. That's
27:30the third most read statement in copy.
27:32So, I would also include something there
27:34too if you need it. Now, number 11. This
27:37one's going to be this one. This is like
27:39it's amazing how effective this is and
27:42also how simple it is. And the only
27:43thing simpler is to not do it. So you
27:46have to have clear CTA. So calls to
27:48action. If you do not tell someone
27:51exactly what to do next, you decrease
27:53the likelihood that they do it. So you
27:55want it to be stupid simple, not you
27:57know what to do. You know, you know, you
28:00have to they don't know, right? And so
28:03if you want X, click the button. And on
28:06the next page, fill your information.
28:08then select a convenient time for you to
28:09come in so that you won't miss. Right?
28:11We want to be very clear about what they
28:13have to do and what's going to happen
28:14next. Right? They're not going to guess.
28:16But here's a really really cool sub
28:18point about this. If you tell someone to
28:21take an option or take a step and then
28:23you tell them what's going to happen
28:24next and then what you said is going to
28:26happen happens. You increase your sad do
28:29correspondence. Meaning you gain
28:30influence over them because what you
28:32said after they followed your
28:34instruction came true. It's the reason
28:36Martha Stewart was such a powerful
28:38influencer compared to other people. She
28:40literally gave people recipes to follow.
28:42And she said, "If you want to bake a
28:44cake, here's the 18 steps for baking a
28:46cake." And when you follow these 18
28:47steps, you get a cake. And then when you
28:49get a cake and the cake the cake tastes
28:51good and then you tied to status because
28:52other people say, "This cake is amazing
28:54and your family loves you for baking
28:55this cake." Guess what happens? She
28:57gains influence over you because the
28:59next time she gives you instructions,
29:00you are more likely to follow them. And
29:02so we can embed this within the process
29:04of persuasion. So we want to basically
29:06make promises, keep promises, make
29:07promises, keep promises, make promises,
29:09keep promises over and over and over
29:11again where they actually take action.
29:12And that's the key part is that they
29:14have to take action on something you
29:15said and what you have to say will
29:17happen happens. That's what makes it.
29:19It's not just saying, "Oh, open loop.
29:21Oh, just make promises." They have to
29:22take action and then your promise gets
29:25fulfilled based on their action. So
29:28outline step one, two, three, and
29:29outline what's going to happen next
29:30because when it does, they'll believe
29:32you the next time you tell them to do
29:33something. And like I believe in this so
29:35much. The reason I called my whole
29:37company acquisition.com was so that the
29:39name of my company was the call to
29:41action. So if someone's like, "Hey, how
29:43do I find out more about
29:45acquisition.com?" I had someone show up
29:46in my building and say, "Hey, how do I
29:48apply to acquisition.com?" And I was
30:01like, number
30:0312. And this is a this is a this is so
30:06good. This is so good. I mean, all of
30:07these are good. This is why I use these.
30:09Like, I've really tried to 8020 this for
30:10you guys. Third grade reading level.
30:15Most copy doesn't convert because people
30:17have to pause to understand it. And the
30:19moment they pause, they stop because it
30:20takes more horsepower than they're
30:22willing to dedicate to it. So we have to
30:23assume that the prospect is in a rush,
30:27doesn't care about what you have, has
30:28below a third grade reading level, and
30:30is distracted. And that's the person we
30:33have to grab by the throat and bring
30:34into our world. This is the $100 million
30:36scaling road map. And what we did was we
30:38broke down the 10 stages of scaling. And
30:40so if you're advertising, whether that
30:43be in emails for outreach or writing
30:45phone scripts or video sales letters or
30:47web pages or making content, all of
30:50these things are messaging that include
30:52copy to get people to do stuff. And so
30:54what we did was we broke down all the
30:55different stages of scaling into these
30:5710 steps, where you get stuck and how to
31:00break through. And it's all absolutely
31:02free. And so if you're a business owner,
31:03you're not sure where you're at, enter
31:04your business information. It's
31:06acquisition.com/roadmap. And then on the
31:08thank you page, if you'd like us to help
31:10you with your marketing, if you'd like
31:11us to help you scale, then I'd love to
31:13have you come out to one of our
31:14workshops. We run them monthly here at
31:16our headquarters in Vegas. So on the
31:17thank you page, you can book a call. But
31:18otherwise, this is absolutely free. You
31:20don't need to attend a call or anything
31:21like that to get this. It's my gift to
31:22you. So go
31:23acquisition.com/roadmap and enjoy the
31:25rest of the video. Sentences that are
31:26too complex or use too big of words.
31:29You're not writing a college paper,
31:31right? You're writing an ad that has
31:32milliseconds to catch someone's
31:34attention. So make the process as
31:36frictionless as possible. So if you want
31:38to make easy copy, you want to make
31:40light copy, the way that you do that is
31:42you look at everything that makes copy
31:44hard to understand, you're writing hard
31:46to understand and remove it. So great
31:49copy, the words fade into the
31:50background. No one's actually thinking
31:52about the words. They're just
31:53understanding what it says and then
31:55ultimately being more likely to be
31:56persuaded by it. So if I have something
31:59that's written at ninth grade reading
32:00level but or third grade reading level,
32:03so many people cannot rate at a n read
32:05at a nth grade reading level. Many
32:07people can read but they can't read at
32:09that level. And so if we want to
32:11automatically disqualify twothirds of
32:13the people who read the copy, keep it at
32:14nth grade. But if you want everyone who
32:17can read to read, then keep it at third
32:19grade. Look at the most popular books in
32:22America. They are purposely written
32:23because the authors know what they're
32:25doing at a level that most people can
32:26understand. So fancy equals friction,
32:30simple equals sales. I put every ad that
32:33I write through free reading level tool
32:35and I continue to edit the copy as if it
32:38is third grade reading level. Now I'll
32:40give you a couple quick tips on this.
32:41All right, so number one is you want
32:43short sentences, small words, big
32:45promises, right? Big proof. You want few
32:49adverbs and better verbs. Meaning
32:51instead of he quickly ran, say he
32:53sprinted. And so we want word concision.
32:55We want to have as few words as possible
32:57to communicate the point, but we want to
32:59keep the words themselves as simple as
33:00possible. Now, if you're like, wait a
33:02second, sprinting versus running fast,
33:04sprinting is a more advanced word. And
33:06this is why writing copy is difficult.
33:08We have to think, is there another word
33:10that people also understand that I don't
33:12have to use two words and I can use one.
33:14Now, at the highest levels, I will never
33:17prioritize concision over simplicity. So
33:19simplicity trumps concision meaning
33:21fewer words. Concision itself is like a
33:23nth grade word. All right. Um which is
33:26using fewer words to say the same thing
33:28as many words. But you probably
33:30understood it better. That's what's
33:33crazy is this stuff actually works. All
33:35right. And so these are 12. But you know
33:37I do like overd delivering. So I'm going
33:38to give you one more bonus. Lucky number
33:4013. All right. So instead of 13 because
33:42that might be uh that might be unlucky.
33:44So we'll put bonus here. I don't believe
33:46in superstition but let's just roll with
33:47it. is whenever possible use humor. All
33:51right? Because uh if you look at the Old
33:53Spice ad, the highest converting ad of
33:55all time to my knowledge um in terms of
33:57it took something was a not a market
33:59leader and make it the made it the the
34:01market share uh you know dominator is it
34:04was funny, right? And the thing is is
34:05that if you can entertain and educate at
34:07the same time, you win, right? Because
34:10entertainment makes something
34:11significantly broader. Education is
34:13what's going to change someone's
34:14behavior. And so we want our ads to both
34:16entertain and educate. entertainment to
34:18go broad, education to go deep. The
34:19education changes the behavior, meaning
34:21that they take the click. That means
34:22that they do what you want them to do.
34:24This is why. Now, if I had to pick one
34:27thing to cut out, it would be humor. All
34:28right? Because the you can make ads that
34:30convert with the other 12. But if you
34:32want the extra sauce, right, tickets to
34:34that thing you've always wanted to go
34:36to, right? If you want that extra
34:37sizzle, then you can add humor in. The
34:40difficulty is how do you make something
34:41funny for everyone? And this is where
34:43testing is so important, right? If you
34:44look at how comedians I'm a big study of
34:46comedy because I really enjoy it. Um how
34:48come comedians make their whole specials
34:51is that they will go to many many clubs
34:53test new material and they might find
34:55when they do a 60-minute set that
34:56there's only eight minutes that people
34:57really liked. They then frontload the
34:59first eight minutes their next set and
35:00then they have 52 minutes of other stuff
35:02and they find two more minutes that
35:04people like and they put it there at the
35:05front for the next one. Now they've got
35:0610 minutes. And that's how they build
35:08their sets until the whole 60 minutes is
35:10hilarious because they've tested it in
35:12North Carolina and New York and Mexico
35:15and internationally. And so they've got
35:17something that just converts. And by
35:19converts it means it gets people to do
35:20what they want them to do, which in the
35:21context of comedy is laughing, right?
35:23And so if we can make something that's
35:25both funny and educational, ultimately
35:26we win. And if you like this, then I
35:28have 13 years of business insights that
35:30I've learned. Uh and I think you'll
35:32absolutely love that video. and

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