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FREE 10-Hour Copywriting Course (2026) — Transcript

by KJ Rainey · 112,299 words · 16,628 segments · language en · Watch on YouTube

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0:00This video could change the copywriting
0:02space forever. The secret information to
0:05generating millions of dollars online
0:07has been hidden behind thousand pay
0:10walls until today. You see, for the past
0:13few years, I spent over 5,000 hours and
0:16way too much money uncovering this
0:19hidden information and using it to
0:21change my life forever, generating over
0:24$600,000 in revenue just last year. But
0:26now it's time for me to pass this
0:28information along to you for completely
0:31free. What you're about to witness is
0:33unlike any copyrightiting course you've
0:35ever seen on YouTube before. And to be
0:37honest, this goes far beyond just
0:39copyrightiting. You're about to unlock
0:40the ability to write high converting
0:42copy with ease, land dream clients, and
0:45start making over 5 figures a month from
0:47anywhere on God's green earth. And
0:49what's much more important than that is
0:51you're about to have real confidence in
0:53your skill. No more imposttor syndrome.
0:56No more doubting that all the time
0:57you've already invested might have been
0:59a waste. No more wondering if you're
1:01ever going to escape that feeling of
1:03being trapped in school or work. And
1:06right now you're probably excited but
1:07also a little skeptical. And I
1:09completely understand that. If you're
1:10wondering why I'm able to give you this
1:12information for free, I'm going to cover
1:14that in just a second. But there's a big
1:16reason why you've never seen information
1:18like this on YouTube before. And it's
1:20because the gurus do not want you to
1:23know what I'm about to show you. You've
1:24heard the old saying, right? Give a man
1:26a fish and you'll feed him for a day.
1:28But teach him how to fish, you'll feed
1:30him for a lifetime. And the gurus make
1:33their living off of selling you fish.
1:36The shiny tactics, the outreach
1:38strategies, the frameworks. But what if
1:40today you learned how to fish for
1:43yourself? Meaning you no longer have to
1:45rely on a shady guru ever again. You'll
1:48unlock insane confidence because you'll
1:50know how to solve every problem you
1:52encounter. And what if that feeling that
1:55you're always missing something went
1:57away for good? And that's exactly what's
2:00about to happen as you join the elite
2:02group of first principal thinkers. The
2:05ones who know how to tackle every single
2:07problem they encounter in life, in
2:09business. Well, that's exactly what this
2:11course is going to teach you today for
2:130. You're about to unlock the first
2:16principles of copyrightiting. This is
2:18the video you've been searching for for
2:19so long. In fact, you will never need
2:22another copyrightiting video ever again.
2:24I mean it. Not even mine. But KJ, how
2:27can you be so sure? And it's because
2:30I've already revealed these principles
2:32to a test group of around 150 copyriters
2:35and the results were nothing short of
2:38insane. My students have collectively
2:40signed over 200 plus clients and
2:42generated millions, yes, millions, for
2:45those same clients in just the past
2:47year. In fact, one of my OG students is
2:50doing a million dollars a month for one
2:52of his clients as we speak. Easily
2:55taking home tens of thousands of dollars
2:56a month for himself from just one
2:58client. Insane. But before they learned
3:01these principles I'm about to show you,
3:02they were just as stuck as you are right
3:04now. These principles were their
3:06breakthrough. So, if you're ready to
3:08change your life forever, I want you to
3:10grab a notepad, grab a pen, get rid of
3:12all distractions, turn your phone off,
3:14and lock in on this once hidden
3:16information because I promise you, it
3:18will change your life forever if you
3:19invest the time into consuming this free
3:22video. I hope you're as excited as I am.
3:24I've been waiting almost a year to share
3:26this with you guys. So, let's dig in.
3:27And like I mentioned earlier, you're
3:29probably wondering, KJ, why? And if
3:31you'd allow me, I'd like to be really
3:33honest with you for a second. The reason
3:35I'm able to give away this information
3:37for free is firstly because of this book
3:40right here called the Bible. I believe
3:43this is the word of God. I believe that
3:45God created us. He loves us. He loves
3:47me. He loves you. And we're imperfect.
3:50We don't deserve to have relationship
3:52with God because of our sin, our
3:53imperfection.
3:55But thankfully, God sent his son Jesus
3:59over 2,000 years ago who lived a perfect
4:01life and died the death that he didn't
4:03deserve. He took our place on that
4:06cross. And if we believe in Jesus,
4:09we have that relationship with God
4:11again. We get what we don't deserve,
4:14meaning eternal life. To spend eternity
4:17with God in heaven, our creator who
4:19loves us. And I believe it's life not
4:21just in heaven, but life right now on
4:24this earth to bring truth and life.
4:27And so for me, it's not just about the
4:28money. In fact, it's not about the money
4:29at all, which is why I'm able to give
4:31away this information because could I
4:33make more by selling this like I have
4:34been for the past year? Probably. But
4:36will I help more people if I give away
4:38for free? Definitely. So, that's what
4:40I'm doing.
4:42And the Bible also says, "Do not store
4:44up for yourself treasures on earth
4:47where moth and rust destroy and thieves
4:49break in and steal, but instead store up
4:52for yourself treasures in heaven where
4:54thieves cannot steal and moth and rust
4:55cannot destroy." So, this is my attempt
4:58to serve you guys, to help you change
5:01your life for free, and hopefully store
5:03up treasures for myself in heaven and
5:05not on this earth. And to be honest with
5:07you, I want to be very careful with
5:09getting more money because it seems like
5:10the more money I make, the more
5:12susceptible I am to just being sinful
5:15and wanting to make my own name known
5:17and not the name of of God and Jesus.
5:20So, that's just part of my attempt to
5:21combat that by giving away what I've
5:23sold for thousands of dollars. I'm
5:24giving it to you now for free. And the
5:27second reason is I do make money off the
5:29back end of this because I do have a
5:31coaching program where I help copyriters
5:34get clients. So if you want to learn
5:35more about that, like I said, you don't
5:37have to at all. Please guys, the reason
5:39I'm doing this is to to help serve you
5:41to point more to point more people to
5:43Jesus. But if you do want to work with
5:46us, you can apply below in the link in
5:47the description. But with that out of
5:48the way, that's my honest uh intentions
5:51behind this video is to hopefully share
5:53the truth of Jesus and um help you just
5:55just to help you. That's it. That's all
5:57that's my evil intention is to help you,
5:59right? And all the resources to this
6:01entire course can be found by DMing me
6:03on Instagram. I'll have the link in the
6:05description as well. You can do that.
6:07And uh hope you guys enjoyed. I'll see
6:08you at the end of this
6:13[Music]
6:19Welcome, my friend, to the first module
6:22in the first principles section of the
6:23new copywriting 101 course. In this
6:26section, you're going to learn how the
6:27fundamentals of selling through written
6:29word. If you can't tell, I'm freaking
6:31excited. I'm so excited because this
6:33stuff is so powerful and oh, it's I know
6:36how many lives are going to change from
6:38this and I hope you're one of those. So,
6:39I'm freaking thrilled to bring this to
6:41you. But before we go any further, I
6:43highly recommend you've seen Foundations
6:45in full. Also, I highly recommend that
6:47you understand web learning. We've
6:48talked about that in Foundations 2.0
6:50whenever that comes out. For best
6:52results though, very simple. Watch every
6:54module twice. The first time, don't take
6:56any notes. Just stay fully locked in
6:58trying to understand everything without
7:00having to write down anything. The
7:02second time, take notes. And if you
7:04really want to get good at this, watch
7:05the third time reviewing your notes
7:07while going through that. So, that out
7:09the way, get freaking excited. This is
7:12the exact information. This is
7:14everything I've used to generate over
7:15500K in revenue in just my first year
7:18with learning the skill with writing
7:20copy. Um, I know it's crazy. It's hard
7:22to believe myself, but it's real and
7:24you're going to learn exactly everything
7:26to to do that. So,
7:29let's jump in. Okay, first principles.
7:32As we've discussed in previous courses,
7:34to develop a full understanding of a
7:36concept, we must start from first
7:38principles and work our way up to the
7:40more tactical information. So, we've
7:43learned by now that the way that
7:44self-made millionaires and billionaires
7:46think is they break everything down
7:48until the fundamental truths. Based on
7:51those principles, they start working
7:53their way up and building tactics and
7:55things based on the current environment.
7:56But it all comes from a a deep
7:59understanding of first principles.
8:02So if we want to become the best
8:04copyriters that we possibly can to
8:05persuade as many people as possible, we
8:08must understand copyrightiting all the
8:09way down to first principles. So let's
8:11do that right now. Copyrightiting, words
8:14written to persuade. You are writing
8:17something or saying something to
8:19persuade someone. We can break this down
8:21into a very simple definition with three
8:23core components, right? We have a human,
8:26the person you're trying to write the
8:28words for. Then we have a stimulus
8:31meaning the words and then we have the
8:32response or lack thereof. So whether
8:34they took action, whether their beliefs
8:35changed, whether they bought or not. So
8:38human stimulus response. This is the
8:40very first principle of what we're doing
8:42here. There's a subject and we are
8:44presenting them something in hopes to
8:47get an action. We have a person who
8:49already exists. You put something in
8:51front of them. You try to get an action.
8:53So in our case, it's reader, words, and
8:56action or lack of action, which is
8:58probably where most of you guys are at.
8:59But hopefully by the end of this course,
9:00you'll be creating a lot of action. So
9:03that gives us some good clarity on our
9:04our purpose. And our main purpose as a
9:06copyriter is to write words that change
9:10readers beliefs causing them to take
9:12action. And if you've not gone through
9:14the mindset course, this will help make
9:17a lot of sense for what you're doing and
9:19and why your life is the way it is right
9:21now and how you can change it is because
9:23every single action you do comes from a
9:25belief that you're believing.
9:27And so if we can change beliefs, that's
9:30how we cause the actions. And we'll go
9:31into depth in that throughout this whole
9:33course, but just understand that you're
9:35writing words to try to get action. If
9:38your words fail to change someone's
9:40beliefs or create action, that means
9:42your stimulus was ineffective. So if we
9:45go back over to this diagram, we have a
9:46human. If you present them a stimulus,
9:48let's say this was red and it didn't do
9:51anything, nothing happened, then nothing
9:53changed, you got no response. This was
9:56an ineffective stimulus.
9:58You had bad copy.
10:00But if your words succeed to create
10:03action, then your stimulus was
10:05effective. So, if you write some some
10:07copy and it gets them to click the link,
10:09it gets them to buy the thing, then you
10:11got the response you wanted.
10:15Let's go over some examples.
10:18Your YouTube title causes the target
10:21viewer to click. So, the right people
10:24click the video based on your title.
10:26Good copy. Perfect response. Your email
10:30subject line causes the recipients to
10:32open the email. Your email body copy
10:35causes the readers to click the call to
10:37action link. Your headline causes
10:39readers to feel intrigued and they
10:41continue reading. Your pain bullet
10:42causes readers to feel pain. Your short
10:44form hook causes viewers to stop
10:45scrolling and watch the real. So as we
10:48as we as we've discussed in foundations
10:50and in acquisition,
10:53this is why copywriting is one of the
10:55most valuable skills you could possibly
10:56learn because if you learn how to craft
10:59effective stimuli, those are the the
11:02Lego blocks to building an effective
11:04system which gives you the output you
11:05want in life. So, if you can't write
11:08good copy, there's almost just no way
11:10you win online, like holistically as a
11:13business owner because you have to know
11:15what to present to the people that
11:17you're trying to target to get the
11:18action you want. And by tying in all
11:20these micro actions, you get the micro
11:23action. So, if you want someone to
11:24purchase your course, you have to tie in
11:26a lot of these micro pieces of copy to
11:30get the big action you want. That's why
11:32this skill is so so dagam important and
11:35why I I do nothing but teach it, right?
11:37Because it's it's just the found the
11:39foundation. So, pretty simple stuff
11:41there, but it's it's important. We have
11:43to start with first principles. This is
11:45why like the laws of physics are so
11:46important. They all sound stupid, right?
11:48What must what goes up must come down.
11:50It's like, yeah, no duh. But that's how
11:52you base
11:54all the other thinking models that you
11:56you do has to come from that foundation.
11:58So if you want to build a massive
11:59skyscraper of of wisdom and knowledge,
12:02you can't do that without having this
12:04solid deep foundation. And that's where
12:06this comes from. This is why this is so
12:07important. This is what gives you an
12:08edge over any copywriter who doesn't
12:10understand this. So how can we kind of
12:13understand this even deeper as far as us
12:15to to make money to create effective
12:17copy? This is what I I found called the
12:20lock and key visual. And I first heard
12:22this from Charlie Morgan. I've modified
12:23a little bit um based on my what I what
12:26I've seen to be true, but huge shout out
12:27to him for first showing me this. And
12:29this visual helps us gain a much clearer
12:31understanding of of what our role is as
12:33a copyriter and gives us some very
12:34important, very valuable truths. So here
12:37we have the lock and then the key and
12:40you get action. So going back up, it
12:42matches this, right? The human is the
12:44lock, the stimulus is the key, and the
12:47unlocked lock is the action we want them
12:49to take. So your copy can't take the
12:52action. The human takes the action, but
12:55the copy is what triggers it, the
12:57stimulus. And you can you can view your
13:00reader's mind as the lock. So the mind
13:02controls the body clearly. You can't
13:05just make the body move by showing the
13:07body copy. You show the copy to the to
13:09their mind and their mind triggers their
13:11body to move to take action, pull out
13:13their credit card, give you money, do
13:15whatever. So the lock the reader's mind.
13:19We have to write good copy effective
13:21stimuli being the key and that causes
13:24the action which is the unlock
13:26happening. So let's look at the
13:28important truths we can draw from this
13:29visual. Truth number one,
13:32it's impossible to craft the perfect key
13:35without first understanding the lock
13:37you're crafting it for. So if you're
13:39trying to make a key, perfect key,
13:43there's no such thing as a perfect
13:45universal key.
13:47There's only a perfect key that matches
13:49the correct lock. And if you're trying
13:52to make a key, but you don't understand
13:53the lock, you can't even see the lock,
13:55it's impossible. It'll never happen.
13:58Truth number two. Well, yeah. So, so the
14:01the copy version of this is it's
14:02impossible to write good copy without
14:04first understanding who you're writing
14:05to. This is crucial. Crucial. And you
14:09can tell that most people don't
14:11understand this because they ask for
14:13copy reviews all the time from people
14:16without realizing that if those people
14:17reviewing your copy can't really
14:19understand who you're selling to, then
14:21how could they possibly rate it?
14:25It's impossible to write great copy
14:27without first understanding who you're
14:29writing to. 99% of copyriters don't even
14:32understand this. This will literally put
14:34you way ahead of the game. This one
14:36statement in this one visual. Truth
14:38number two, the better you understand
14:40the lock, the easier and faster you can
14:43craft the right key. And so if you're a
14:45locksmith, if you're making um keys for
14:48locks and you have this one lock that is
14:50brand new to you, you just got it today.
14:52You're looking at it, you don't really
14:53understand the pins and everything
14:55perfectly. You're making a key, it takes
14:56you eight hours to make a key that like
14:58kind of works and takes forever, but you
15:00finally get it open versus you've been
15:02making the same key for the same lock
15:05for eight years. Do you know how easy
15:07it'll be for you to craft that key? You
15:09can probably do a hundred a day in your
15:11sleep without even thinking. Same thing
15:13applies to copy. The better you
15:16understand who you're writing to, the
15:18easier and faster you can write great
15:20copy. So, if you're writing YouTube
15:23scripts or or headlines or um I mean
15:25titles for YouTube videos, if you've
15:27been writing titles to for the same
15:28exact person for eight years,
15:32it gets so much easier to write titles
15:33that convert for them. so much easier.
15:37I know because I used to do titles and
15:40thumbnails every single day for this
15:41really this really big car YouTuber. He
15:43had like two million subs. And when I
15:45first started, I was trying to do the
15:47thumbnails like Mr. Beast and do like
15:49business education because that's the
15:50niche I was in. I just thought all
15:51thumbnails were supposed to look like
15:52that. But I realized that I was writing
15:54I was doing keys for the wrong lock.
15:57These guys were 50, 60 year old boomers
15:59who loved cars. I had no clue who they
16:01were. But after a year, I got good at
16:04knowing these boomers. I knew what they
16:06would click on, and I got good at making
16:08thumbnails and titles that were
16:10effective every single day, super fast.
16:11I could do like 10 in an hour because I
16:14understood who I was writing to. This is
16:16so key. Truth number three,
16:20the perfect key for one lock
16:23probably won't work for another lock.
16:25Might not work. Just like the perfect
16:27copy for one customer profile or niche
16:30might be completely ineffective for
16:31another customer profile niche. So a
16:34thumbnail that worked for those 40,
16:3750-year-old mechanic boomers is not
16:39going to be the perfect thumbnail that's
16:41going to work for a 16-year-old science
16:43nerd. They're completely different
16:45locks. You need different keys. And so
16:47you can't just say, "Oh, this piece of
16:49copy is great." without any context of
16:51who it's written to.
16:55You have to understand the lock. Which
16:58brings us to the next section,
16:59understanding the lock.
17:02The first step to writing effective copy
17:05is gaining a deep understanding of the
17:08person you're writing to. That's what we
17:09just covered. You must understand the
17:12lock. That's the secret. It's not
17:14through some tactic or using some
17:15special word in your headline or some
17:17format or framework. It's by
17:18understanding who the freak you're
17:20talking to.
17:22Oh man. I don't know if you guys have
17:24younger brothers, um, brothers or
17:26sisters, but I have a brother and a
17:27sister. They're both younger than me.
17:29And early on, I started to learn how to
17:33get them to do what I wanted them to do.
17:34And it was very different. The way that
17:36I would like persuade my sister as a kid
17:37to do what I wanted to do was completely
17:39different for how I'm persuading my
17:41brother. I couldn't just use the same
17:42thing. You have to understand the the
17:44minds of your audience. Let's go over
17:47how to do that. Oh man, this stuff is
17:49Oh, this is freaking so powerful.
17:52Oh, let's go. Okay, so to better
17:54understand your reader's mind, we can
17:56segment their minds into two parts. The
17:59first part, left-hand side here in
18:00orange, is general conditions. This is
18:03how all humans think. And so, whenever
18:06you're submitting your copy in some free
18:08Discord or for even in us to review when
18:10you're first getting started, what
18:12you're really asking us is how well you
18:15targeted the general conditions because
18:17this is how all humans think. So
18:19whenever you hear general conditions I
18:21want you to think everyone all humans
18:23everywhere. This is how we this is our
18:25default state of thinking. If you can
18:28understand how the human mind works in
18:30every single human then you do get a
18:32good insight of how to craft a general
18:34key in general. So it's like if you
18:37don't know if you don't know how to find
18:39the right metal that makes a key strong
18:41enough to even open a lock then you
18:43can't really open any lock. So you have
18:45to have like the the materials of the
18:46key, which is general conditions, how
18:48all humans think, and then the actual
18:50the ridges for the specific lock you're
18:52trying to target, which would be the
18:53specific conditions. Anyways, this will
18:56make sense in a second. Most of these
18:58thinking patterns weren't taught to us.
19:00They came pre-installed. This is what
19:02people call the monkey brain or maybe
19:04like the amydala, whatever. When we're
19:06using our subconscious brain, it usually
19:08thinks along these lines, these general
19:10conditions. and the practical
19:12application of general conditions will
19:14be covered in an entire module. It's
19:16called a text and subtext module in this
19:18course. We'll talk about exactly how to
19:20crank the heck out of general conditions
19:23and really sell to anyone on the planet.
19:25But thankfully, God has given our
19:29conscious brain an ability to override
19:31these subconscious patterns, which is
19:33why not everyone becomes the same
19:35eternal IG reels monkey. If we lived in
19:37our monkey brain, it would be just like
19:39a monkey at a zoo whenever you hand them
19:41a phone. They're just like
19:44all day they will scroll for 12 hours
19:46until they get hungry and the monkey
19:48brain tells them we need to eat and then
19:49once they've eaten they go back to
19:50scrolling getting dopamine. So God has
19:53given us the ability to override this
19:54thankfully or else no work would ever
19:56happen and everyone would just be eating
19:58food all day and watching reals all day
20:00which is if you're doing more of that
20:02then you're living in your your monkey
20:03brain and you need to to come out of
20:05there. But let me give you an example
20:06real quick because like I said, we're
20:07going to cover this in depth later. But
20:10for right now, here's an example. You
20:12see, God has programmed our brains to
20:14want to conserve energy. Therefore, our
20:18subconscious brain prefers to take the
20:20easier path. So, if you were default, if
20:23you had no conscious state, no goals, no
20:25nothing, you were just like your brain
20:27on on subconscious mode, you would do
20:29the easiest thing possible all the time.
20:33When you have no discipline, what do you
20:34do? you just the easiest thing. So our
20:37subconscious brain would rather scroll
20:39IG reels than do deep work. Why? Because
20:41it's less painful. It's easier. It
20:43conserves a lot of energy. You get you
20:45get like a bunch of dopamine without
20:47doing anything. You just sit there and
20:48do this. Super easy. And so the
20:50practical application of understanding
20:53this one general condition that we love
20:54easy means you should make the
20:57opportunity you're selling sound easy.
21:00You should make your copy easy to read.
21:03You might think that, oh, I should
21:05target these if if I target these
21:06scientists, I should write this super
21:07research paper for how to sell them. You
21:09ain't going to sell nothing writing
21:11research papers because deep down, no
21:13matter how smart someone is, when it
21:15comes to reading copy or being sold
21:17emotionally, they prefer it to be as
21:19simple and easy to understand as
21:21possible. Why write the same thing
21:24harder and easier and just choose the
21:26harder method? Just write it easier. And
21:29we'll go over how to do that in a lot of
21:31depth later. But it's important before
21:32you can understand specific, you need to
21:34understand general. Like I said, web
21:36learning will help you learn all this.
21:37So watch all these things multiple
21:39times. But we have general and specific.
21:41So that's general. It's how all humans
21:42think. They want it easy. They want it
21:44safe. They want things to be exciting,
21:46big, you get it. Um, now where things
21:50really get crazy. Specific conditions.
21:54These are niche specific. Specific to
21:56the exact people that you're targeting.
21:58This is the phys the psychological,
21:59physical, and situational conditions
22:02shared by the people that you're
22:04targeting with your marketing. The
22:05people in your audience, in your niche.
22:07So these are the conditions of the brain
22:09that are specific to your niche and
22:11audience and the experience that created
22:14these conditions. Their past
22:15experiences, their current situation,
22:17their desired future, their pain points,
22:19the language they use, their perceived
22:20problems, etc. We're going to give you
22:22guys all those frameworks for that in a
22:24second. Don't worry. But just just try
22:25to understand this as deep as you can.
22:27Right now you got general conditions.
22:29How all all people want things you know
22:31easier whatever easier faster all that
22:32good stuff. Then you have specific
22:34conditions which are specific to your
22:36niche. So let's look at some examples of
22:38some conditions of early stage
22:40copyriters. Right now this will just
22:42look like words to you but after we
22:44finish this module you'll see how each
22:46one of these fits into a category which
22:47is very simple to understand and we can
22:49leverage. So this might have been you
22:51before this program. This might be you
22:52right now. You might be leaving some of
22:54these stages of these conditions. So,
22:57you've watched multiple free
22:58copyrightiting courses on YouTube, but
23:00you haven't written much copy. You've
23:02memorized frameworks like ADA and PAS,
23:05but whenever you go to write, you just
23:06don't know where to start. You feel like
23:09your copy is decent, but you don't have
23:11an expert who can give you an honest
23:13review. You've joined multiple free
23:15copyrightiting communities, but you soon
23:16realize that it was just a blind leading
23:18the blind. You struggle with imposttor
23:20syndrome. Some days you feel like your
23:22copy is solid and you can really help
23:24people. Other days you feel like this is
23:26all a big scam and no one really makes
23:27money like this. I've been there, guys.
23:30You think that if you could just get one
23:32client, you could prove to yourselves
23:33and your family that this stuff is
23:35legit. You bought courses and coaching
23:37in the past which which never lived up
23:38to their expectations. You're eager to
23:41invest in yourself in your skill, but
23:43you're scared of being burned by another
23:44guru who's overpromising and
23:46underdeling. You want this magical goal
23:49of 10K per month and you think all your
23:51pain would disappear if you could just
23:52hit that number. They won't. By the way,
23:54ask anybody in CEO who's hit 10K a
23:56month. They're always like, "Okay, what
23:58do I do now?" They still are in pain.
24:00Anyways, that's what you think, though.
24:02You're not normal and average.
24:05You play video games and you party with
24:07your friends, but you always feel like a
24:09failure during and afterwards because
24:11you know you have the potential to do
24:12much more. Anyways, you get the point.
24:14You can read those if you want. Pretty
24:16cool, right? You're driven by one word,
24:18freedom. Financial location, and time.
24:21All right. Finding, collecting, and
24:24understanding the specific conditions of
24:26your target audience is the key to
24:30writing effective copy and creating
24:32effective stimuli that lead to actions
24:34and responses. If you want to make money
24:36with this skill,
24:38the key is finding specific conditions
24:41of who you're writing to. That's it. The
24:44better you understand what's going on
24:45inside their mind, the easier it will be
24:47for you to grab their attention to
24:49generate interest and trust and then
24:50change their beliefs which lead to
24:52action and money in your bank account.
24:54This is it. If you guys want to know how
24:57money is made, I'm telling you. I'm
24:59telling you right here. Ah, this stuff
25:02gets me so excited every time I read
25:03through it. So, once you've mastered
25:06writing copy that appeals to general
25:08conditions, this is what like most
25:10people teach, right? how to write copy
25:11that makes things sound easy and safe
25:12and big.
25:14Your audience specific conditions and
25:16your level of understanding of these
25:18things directly dictate how effective
25:21your copy is. I'm going to say that
25:23again. Once you understand how to just
25:25write copy that sounds generally, you
25:27know, easy, safe, big, new,
25:31how effective your copy is directly
25:34directly correlates to how well you know
25:36your audience's specific conditions. Let
25:38me show you guys an example. This will
25:40tie all this together. It'll be super
25:42cool. Um, let me zoom in real quick so
25:44we can kind of see this a bit better.
25:45So, I want you to take a second and
25:49think here. We have two stimuli. They're
25:53both thumbnails. They both have almost
25:54the same amount of views. Both posted a
25:56year ago. Okay. Think about the audience
25:59one is targeting and the other one is
26:00targeting. And can you spot the general
26:03conditions? And then can you spot the
26:05specific conditions? Don't give you a
26:07second to think about this. Pause the
26:08video. I'm serious. You're not here to
26:10sit here and listen to me yell all day
26:13on all caffeinated up so you feel good.
26:15You're here to learn. And the only way
26:17to learn is if to start putting this
26:18knowledge into action right now. Pause
26:20the video. Think what are the general
26:22conditions here. What are the specific
26:25conditions?
26:26I want you to think through this. Now, I
26:28haven't even showed you how to leverage.
26:29I haven't showed you the categories. I
26:31haven't showed you anything. Which is
26:32why I want you to think before this to
26:34go ahead and give yourself some
26:35foundation of of action of trying. So
26:37think what is the general what are
26:39specific.
26:40So let's take a look general conditions.
26:44What emotions are both of these things
26:46pushing here? If you guessed it right
26:49should be easy.
26:51Easiest survival house. Easy. All caps
26:55right is making it very obvious. Pushing
26:57the easy factor. Look at this. How I
27:01made 17 million a line. So you can just
27:03copy me. What is that? Easy. Both these
27:06thumbnails are heavily playing on the
27:08easy emotion. We talked about that
27:10earlier. Why do our brains like that?
27:13Because we want to conserve energy. We
27:15given the option for two outcomes and
27:17this this one is hard, this one is easy.
27:18And they get the same result. What are
27:20we going to choose every time? Easy.
27:22That's how the world works. I know it
27:23sounds obvious, but you got to start
27:25spotting these things. So look at this.
27:28Imagine if this said Minecraft very hard
27:31to build survival house. Not for
27:33beginners.
27:35To some people that might that might
27:37interest them based on specific
27:38conditions. But overall, it's not it's
27:41not right because people don't want it
27:42to be hard. They want it to be easy.
27:43That's why they're on YouTube trying to
27:44figure out how to do it. What this what
27:46about this? How I made 17.5 million
27:48online. You can't copy me. This is going
27:50to be hard and this is going to take you
27:5215 years. Go figure it out yourself.
27:54Like no one's clicking on that
27:56thumbnail.
27:58So that's the general conditions. But
28:00now, can you spot the specific
28:02conditions? This Minecraft tutorial is
28:05targeted towards who? Probably young
28:07kids, gamers. They're not interested in
28:10business. They're
28:12not as aware that they want things to be
28:14super easy and and colorful. Like look
28:17at the colors in this. We got bright
28:20colors, blue, green, big red arrow,
28:22easiest survival house. There's there's
28:24emojis in the title.
28:28It's targeted towards people playing
28:29Minecraft. that says Minecraft is
28:32specific, right? This person understands
28:34who um they're targeting. So imagine if
28:37this instead of it being a house, a
28:39Minecraft house, a picture, it was like
28:41a complicated blueprint, like an like an
28:44actual architectural blueprint for a
28:46Minecraft house. It would not have maybe
28:49a thousand views,
28:51but they understand who they're who
28:53they're targeting the specific
28:54conditions. Now look at Charlie's.
28:57He's targeting who? Business owners who
29:00like to think they're smart, think
29:01they're complicated. Like look at what
29:03he's doing here. It's very nonchalant.
29:05It feels like it's authentic. All the
29:08Look at the Look at um the case. It's
29:10all lowercase.
29:13Big revenue number because it's what
29:14people care about in this niche. Lots of
29:17windows open, lots of complexity. Like,
29:19do you see why this has 400,000 views?
29:22But if Mr. Beast used this thumbnail, it
29:24would flop. It's all about the audience
29:27you're targeting. That's it. So
29:30hopefully through this little example,
29:31you can see that we got general
29:33conditions at play and specific
29:35conditions. And even though they're
29:36using the same general conditions, the
29:38specific conditions are completely
29:40different.
29:42Really, really freaking cool. Really
29:44cool. So like I mentioned earlier, we'll
29:46dive deeper into general conditions and
29:48how to leverage them in in our copy in
29:50the following modules. But for now,
29:52let's focus on the allimp important
29:53specific conditions. So leveraging
29:58specific conditions.
30:00I found over the past year of using this
30:05every day myself and teaching this to
30:06hundreds of people like you
30:09that there are two keys to leveraging
30:12these conditions effectively. This is
30:14very, very important. Please pay
30:16attention because otherwise you'll miss
30:18this and you'll spin your wheels for a
30:20year until you understand what what I'm
30:22saying here. So watch this as many times
30:23as you need to. The first key is
30:25condition scalability. So no matter how
30:28similar people are in a niche, there's
30:30always going to be differences from
30:32person to person. God has never created
30:35the exact same people. Even twins are
30:38wildly different. They have so many
30:40differences. They might look similar,
30:42but there's still differences in their
30:43looks and they're way different in how
30:44they act and all that good stuff. And
30:46the same is true of your audience. Your
30:48audience will not be 10,000 carbon
30:51copies of the same exact person.
30:54And so there's going to be differences
30:56in the specific conditions across the
30:57niche. Your job, pay attention to me,
31:01your job is to find which specific
31:04conditions are shared by the largest
31:07portion of your audience. So some
31:09conditions will be shared by some of
31:11your audience
31:13and other conditions will be shared by a
31:15lot of your audience. It's a scale. It's
31:17not just yes or no. It's like how how
31:19much does this condition scale?
31:23Let's make it real with an with an
31:25example. You might find that some people
31:28in your audiences drive to make money
31:32online comes from their desire for
31:34freedom.
31:36and they verbalize that desire as I want
31:39to travel the world. That's how that's
31:41the words they use to kind of
31:43conceptualize that desire they have.
31:45However,
31:47you then find that the majority of your
31:49audience wants to make money so they can
31:51get their family out of a bad situation.
31:54So, it's more about the safety and and
31:56getting away from fear and danger side
31:58of things.
32:01you'd write copy appealing to the second
32:03desire since it scales more in your
32:06audience. So, for example, if you're
32:09doing onetoone sales, you have the
32:11opportunity to completely tailor your
32:14pitch and your sales message to that
32:16person on the other side of the camera.
32:18But writing copy is not the same. You're
32:21going to talk to a 100,000 people at
32:23once. And so you might have a thousand
32:26out of those hund out of those 10,000
32:28people who really want to, you know,
32:30travel or do whatever, but you might
32:33have 7,000 out of that 10,000 people who
32:35want to get their family out of a bad
32:37situation. Therefore, you would want to
32:39write copy to that second latent
32:41condition because it scales more in your
32:44audience. Do you hear how powerful this
32:47is?
32:49It's crazy. It's so crazy. So, if you
32:51wrote a insane piece of copy, but it was
32:54targeted towards this desire for freedom
32:56and traveling,
32:58but it only appealed to like a thousand
32:59of the 10,000.
33:01Then you wrote that insane like level of
33:03insanity of copy to the second desire to
33:06getting your family out of a bad
33:07situation which covers 7,000. You might
33:09get 7x the sales just by writing to the
33:13different Ling condition or I mean um
33:14specific condition. Sorry.
33:17Insane.
33:18The second key is condition potency. So
33:22the secret to writing compelling copy is
33:25not by finding and targeting a million
33:27specific conditions. And this was the a
33:29little bit of the the mistake I made
33:31with the old version of part of this
33:33module called latent conditions. And I
33:35changed the name because this makes a
33:36lot more sense and it it it works better
33:39like logically. I've learned a bit since
33:41the last one. But I had everyone write a
33:44million lats. They're trying to find a
33:46million of these things their audience
33:47because I didn't understand potency.
33:50You see, the power doesn't come from
33:52having a million condition conditions.
33:55The power comes from finding and
33:56targeting the few specific conditions
33:59that matter the most to your audience.
34:03And so your audience might have the
34:05desire
34:07um
34:08let's go over this example. Yeah, let me
34:10show you this example. You might find
34:13that your audience wants to lose weight.
34:16So, every like everyone in your audience
34:17has the goal of losing weight
34:20and they have a couple different reasons
34:22why. They want to feel healthier. They
34:24want to be better at sports. They want
34:25to have more confidence. They want to
34:26attract a hot partner. Now, while these
34:28are all good reasons, these all might be
34:31on your conditions deck.
34:34The power comes from focusing most of
34:37your messaging on the one desire that
34:39they want the most.
34:41And so we don't want to just take a
34:42shotgun approach. We don't want to tell
34:44them like
34:46you could have benefit bullets to hit
34:47all these, but your your core sales
34:49message, the one angle you're taking in
34:52your sales page, in the the big
34:54converting mechanism of your entire
34:56funnel, of your client's funnel, needs
34:58to have one big reason. And so the power
35:01comes from focusing on the most powerful
35:04one. And so after research and
35:06reflection, you might find out that the
35:09main desire they want more than anything
35:11is to look attractive. So that's what
35:14you target in most of your copy. And so
35:16they might want all these things. They
35:18might want to get better at sports, have
35:19more confidence, feel healthier, but the
35:22the desire that they care about the
35:23most, the thing that would literally
35:25change their life forever if you could
35:27solve that problem for them is
35:29attracting a partner, a hot partner.
35:32They want to look attractive to attract
35:34another hot partner. And so that is the
35:37potency. That's the most painful, the
35:40most emotional bullet in your target
35:42that scales across most your target
35:44audience. And so if you nail these two
35:46things, your stuff is going to start
35:48printing. But it takes a while. We'll
35:51talk about how to find this and how to
35:52iterate and all this, but just
35:53understand it's it's not about having a
35:56million conditions. It's about having
35:58conditions that are extremely potent and
36:01scale across your niche. Which
36:03conditions
36:05appeal to most of your target audience
36:07and are the most powerful out of the
36:09conditions that they have? Cool. So, we
36:12can we can group our audiences specific
36:15conditions into a few categories to make
36:17them easier to spot in leverage. So up
36:20here we went over just a couple of
36:21different, you know, conditions from
36:23early stage copyriters, but it's hard to
36:26kind of categorize them because they're
36:27all just a bunch of text and it's hard
36:28to kind of use them. That's why I've
36:30spent, you know, over a year and a half
36:32now thinking through this and grouping
36:35them for you. And so if we zoom in here,
36:37and we're going to go over these in
36:38depth, u but let me just pop in here
36:41this cool little diagram. We've got
36:43three three different sections here.
36:45First, we have the macro aim. You want
36:47to understand who is your audience as a
36:50whole.
36:52What goal do they have and why do they
36:54have that goal?
36:56Like I said, we'll go over this in
36:57detail. Then we have the painful
36:59details. So what is their current
37:00situation? What is their dream
37:03situation? What are their pain points?
37:05And what are their desire points? And
37:06then their beliefs.
37:08What is their method false belief? Their
37:10internal false belief, their external
37:12false belief, and their perceived micro
37:13problems.
37:15Yeah. Yeah. This stuff is powerful if
37:17you if you can't tell, man. It's uh
37:19we've been using this and dude,
37:22if you want to figure out how to get
37:23your content popping, your sales pages
37:25popping, your products popping, like
37:27everything, this is the heart of
37:29everything you do is this specific
37:31conditions deck. So, what I've done is
37:34I've created a conditions deck template
37:37based on what I found that works best
37:39for writing copy quickly and extremely
37:41effectively. So, you can access it here
37:44in this module. um below this video in
37:47the school resources or if you're
37:48looking at this module like I mean
37:50obviously you're watching the video but
37:51if you're if you're scrolling through
37:52this module you can access it on the
37:53actual page. So let's crack it open and
37:55let's cover what these are going to go
37:57like. So what I've done here is I've
37:59given you guys an example. Um but please
38:03with power comes responsibility. Do not
38:06just take my example and try to copy it.
38:08Try to copy the formatting. Do all this
38:10stuff. It's not going to work. It's it's
38:13a good place to start. start there, but
38:15over time you need to tailor this based
38:17on
38:19your findings. Like this conditions deck
38:22should really just be a representation
38:24of your understanding of the audience.
38:26So, it's going to help you put it
38:27together so you can understand it and
38:28you can leverage it time and time again
38:30and just pretty much have your brain on
38:33paper um for this audience. Super cool.
38:36And so, I also given you guys a mural
38:38version. You can check that out. I
38:40prefer to use the mirror version, but we
38:42have this deck in docs form or the mural
38:44form just to make it super simple for
38:46you guys. I think I did this the right
38:47way. Yeah, we're good. So, what we're
38:49going to do is we're going to pull up my
38:51example here. We'll talk about each
38:53section and we'll go over an example.
38:54Like I said, this is not perfect either.
38:57Okay. Um I'm training Andreas. He's
39:01going to be taking over kind of more of
39:03the marketing and sales side so that I
39:04can do, you know, content and product,
39:06which is all I want to do all day, every
39:08day. It's what I'm gifted to do. So, he
39:10actually went through this and we've
39:11kind of done this together. We're still
39:12workshopping it. He's learning. So,
39:15yeah, don't take this word for it, but
39:16these are some good examples of kind of
39:18what this might look like for you to do.
39:20So, if you want to duplicate these, go
39:22to the board, click on the three dots at
39:23the top, and click edit or actually do
39:26board and then duplicate. Let's jump in.
39:28Section one, macro aim. So, we start
39:32with the who.
39:34How can you easily describe the people
39:36you're targeting? How do they label
39:38themselves? And it helps if this sounds
39:40specific but it's actually broad. So if
39:43you're talking to gamers when they label
39:47themselves as a gamer and it sounds very
39:48very niche, very specific but it's
39:50actually broad. Like who doesn't play
39:52video games, right? People our age like
39:54everyone has played games for the most
39:55part. So cool. This is how we do this.
39:59Um for us it's 16 to 24 year old
40:02excurrenr
40:04turned business nerd. This is like the
40:06couple words that can really describe
40:09who we're talking to. So, we go into
40:11some more detail here of how we actually
40:12got to this um potent little you know
40:16who. Broke students who've tried and
40:19failed online business methods. Now
40:20they're stuck in school or lowpaying
40:22jobs desperate for a real breakthrough.
40:24An ex gamer that's put down the game to
40:26channel his obsessive personality
40:28towards making money online.
40:29Overthinkers and want to be agency
40:31operators who binge YouTube and chat
40:32GBT. So here we have kind of three
40:35different target customer profiles that
40:37all fit inside this cool little words.
40:41So dope. Like I said, all this will take
40:43time. We'll go over how to iterate all
40:45this, but just just follow along with
40:46me. Don't get overwhelmed. We'll talk
40:48about it in a second. Next is purpose.
40:51So why why are they doing everything
40:52they're doing? What what is the main
40:54driving forces? And we're going to go
40:56over like Mazo Mazo's hierarchy of needs
40:58in depth later. We've already covered it
41:00in foundations. We're going to cover it
41:01again in pain. um the pain module even
41:04more detail. But the main thing for our
41:06guys is freedom and fulfillment.
41:09You want to feel free. You want to have
41:11the freedom to channel your obsession
41:13into what you want to work on. You don't
41:14want to be told what to do. You want to
41:16be the person creating, not the person
41:17following. And also, you want to feel
41:20fulfillment. You want to feel proud,
41:22accomplished, and capable of your skill.
41:24You want to be seen as smart, and
41:26valuable among your peers, family, and
41:28competitors. You want to prove that
41:29you're not average. You want to fulfill
41:32the dream of freedom, mastery, and
41:33purpose. So that's the why. Now, let's
41:35talk about the what. What have you
41:37channeled this desire around? What is
41:39the problem? What is the big goal? And
41:41the big goal is making money online.
41:43That's your big goal. You want to make
41:4510K a month from copyrightiting or
41:47marketing or some other skill. You want
41:49to escape this escape the cycle of
41:50living with parents, the college dev,
41:52and crappy jobs. You want to become a
41:54respected operator, founder, and CMO.
41:56Um,
41:58and the method is is make money online.
42:00And it gets even more niche with like
42:01online business and copyrightiting.
42:04And you kind of think if you could just
42:05get one client or just book some calls,
42:08everything else would fall into place.
42:10Cool. That's the what. So this gives you
42:12a really good example of the macro aim.
42:14So it's 16 to 24 year old ex gamers.
42:16They want to make money online. And why
42:17do they want to do that? So they can
42:18feel freedom and be fulfilled. Nice.
42:21Section two, the painful details. So on
42:24here, you really want to have like one
42:26answer. So you have a much deeper
42:28description and from that description
42:29you want to turn it into one answer. So
42:31here we have you know this this one this
42:33one and this one because you want to
42:35just give you like good clarity on the
42:36macro in section two the painful
42:39details. This is the really getting into
42:42the specific conditions here and the
42:45things that you can use. And so what you
42:46want to do is you want to have the most
42:48powerful three to five for each. Like I
42:51said earlier you don't want to have a
42:52million of these. You can do you can do
42:54a million to start with, but the goal is
42:56to figure out which ones are the most
42:58scalable and most potent. And so think
43:02what is going on in their current
43:03day-to-day life? Think more literally.
43:06Focus on scalability. What is true for
43:08most of the audience? What do they spend
43:10their time doing? What is happening that
43:13they feel like they can't overcome and
43:14escape? So, here we have a really
43:16in-depth one, which is you're tired of
43:18watching 16, and 20-year-olds get rich
43:19online while you sit on the sidelines
43:21trying to finish your English paper.
43:23You're just as obsessed as them, just as
43:24smart as them, but you've been wasting
43:26your talent on video games and useless
43:28classes. You're ready to lock in, make
43:29some money online, and create the future
43:30you want for yourself, but you just need
43:32the road map. Do you see how this little
43:34thing is very powerful for anyone who's
43:36feeling that? They're going to be like,
43:37"Wow, are you talking to me?" I actually
43:41had a comment on one of my YouTube
43:42videos and the guy commented. He said,
43:45"KJ, are you talking to me? Like, do you
43:48know who I am?" Because that's how much
43:50I understood the the, you know, the
43:51negative situation. And so, the current
43:53situation is negative. Here's some more.
43:56Um, living at home, no independence,
43:58writing DMs, getting ghosted, in school
44:00or working a crappy job to stay afloat.
44:02They're practicing copy alone, binging
44:04content instead of executing, feeling
44:06like a prisoner in their own situation.
44:08A lot of pain there. Like I said, don't
44:11just copy the format of these. Format it
44:12how it makes sense to you. But once
44:15again, use these questions to help you
44:17focus on the actual situation, not so
44:19much how they feel. Now, dream
44:21situation. What do they want their
44:23future to look like? Whose lifestyle do
44:25they envy? What do they want to spend
44:27their time doing every day? We got some
44:30cool points here. Then pain points
44:34negative. So, the first thing we talked
44:35about was the situation. This is like
44:37what's going on. The pain points
44:40negative is how they feel about it. So,
44:41the first one is kind of more literal.
44:43This is like the emotion.
44:45What do you hear a lot on sales calls?
44:47What What do you What's going on? I feel
44:49like I'm always stuck at square one.
44:52It's embarrassing to rely on my parents.
44:54I feel like I'm never going to be
44:55enough. I feel like school is useless
44:58for me. I've heard that one a lot. Why
44:59is Why is this working for everyone but
45:01not being? I'm tired of watching other
45:03people win while I binge content and go
45:06in circles. So, you want to figure out
45:10there's a lot of pain going on in your
45:12audience and you want to think what
45:16words, what phrases are your audience
45:19using
45:21to to explain that pain. This is why
45:24we'll talk about it later. This is why
45:25sales calls are so important. But
45:28in their own words,
45:30how are they how can they explaining
45:32their pain?
45:34Then on the flip side, how do they want
45:36to feel about their dream situation?
45:40I want to feel confident in control.
45:42Control is a big word, big powerful
45:44trigger word. I want to be proud of
45:46myself and make my family proud. I want
45:48to know that I'm not average. This is a
45:50big one in for you guys and people like
45:52us, right? Seeing the words I'm not
45:54average is like that just brings you
45:57like oh greatness. Capable of greatness.
45:59I want freedom, fun to feel like my work
46:01actually matters. I want to be the guy
46:03people look up to, not the guy who's
46:05figuring it out forever.
46:07See how there's a million ways we could
46:08have put this, but based on hearing you
46:10guys like sales calls and videos and
46:12comments, the guy who's figuring out
46:14forever, like that just sounds painful,
46:16doesn't it? So, focus on how they feel.
46:19Focus on figuring out those trigger
46:20words that really bring up that pain.
46:22And so, this gives you powerful ammo for
46:25everything you do, all the sales
46:26messages you do. Next, section three,
46:29beliefs. Now, how you want to treat this
46:31one is you want to add as many as
46:33possible to this, but keep them ranked
46:35in order of importance. Now, we just
46:37have some couple examples. This is not
46:38like a great example. A full a fully
46:40fleshed out version of this would have a
46:42lot of beliefs, and you'd have a lot of
46:44time spend a lot of time ranking them on
46:46which ones you hear the most. So, for
46:48example, if you're taking a lot of sales
46:50calls for an offer, your own offer, or
46:52you're reviewing sales calls from your
46:54client, the more often you hear the same
46:57belief, the more pain seems to be
46:59associated with it, the higher you would
47:00rank this up. So, put every false belief
47:03that you ever hear on this page and then
47:05rank them. So, the first false beliefs
47:08are method false beliefs. What are all
47:10the reasons and excuses that they think
47:12the method doesn't work? So in my
47:15instance, it would be making money
47:16online to my broad audience and
47:18copyrightiting for the more niched
47:20audience. So why do they think the
47:22method sucks? Whatever it is you're
47:24selling, why do they think that thing
47:26sucks? So cold outreach doesn't work
47:28anymore. Copyrightiting is too
47:29saturated, right? Nobody replies to DMs
47:32unless you have proof or case studies.
47:34It's too late to start copyrighting. I
47:35missed the missed the boat. Whatever.
47:37Next is the internal false beliefs. This
47:40is why do they think that they can't
47:41make the method work? So once they
47:44believe that copyrightiting works,
47:45they'll then try to excuse it that, oh
47:47well, it works, but I can't make it
47:49work. Why do they think they suck? I'm
47:52not good enough, not skilled enough. I'm
47:54too lazy or inconsistent. I don't have
47:56the work ethic or talent for this.
47:58Talent is a big one. I'm not a natural
47:59writer. That's a big one. I always fall
48:02off. What makes this time different? So
48:03nothing else has worked for me, so I
48:05can't make this thing work. Next,
48:07external false. These are the kind of
48:09the most complicated but
48:12um you'll get it over time. Why do they
48:14think the world and environment that
48:16they are in
48:18makes the method suck? So for instance,
48:21everyone's alone. I don't have any
48:22support. School and my job. So like this
48:24is not copyrighting's fault. It's not my
48:26fault. I just I'm in this job and I
48:28can't do anything about it. Nobody
48:30replies my DMs because of the algorithm.
48:32The algorithm is screwing me. The
48:33market's screwing me. The guru is lied.
48:35I can't trust them anymore. The big one
48:36is um AI is replacing copyrightiting.
48:38Therefore, I shouldn't do it. Like I
48:41could do it, but AI is going to replace
48:42it. So why would I? That's a big
48:44external false ble that Andreas has
48:46missed here.
48:50Dire skill, which is silly by the way.
48:55If AI was going to make it, if AI was
48:57giving if AI made everyone rich, why
49:01would these guys be selling courses on
49:02AI? Why can't you just ask AI?
49:05how to get rich like it's it's dumb.
49:07It's okay. Anyways, continue on
49:10perceived micro problems. So once you go
49:13over, you know, the method false belief,
49:15the internal false belief, the external
49:16false belief, now we want to figure out
49:18what are the problems inside of the big
49:21problem. So the big problem is making
49:22money online, making money online with
49:24copper and whatever. What are the
49:25problems inside of that that they think
49:27are the reason they can't succeed? This
49:29is not what you think, it's what they
49:32think. Because on the on the marketing,
49:34it's the front side. If I made videos on
49:36nothing but mindset, I wouldn't get a
49:39lot of views because most you guys don't
49:41think you have a mindset problem. Even
49:43some of you in the course have asked me
49:44on coaching calls, should I watch the
49:45mindset modules because my mindset is
49:47great. And I'm like, just just try it
49:49and get back to me. And you come back
49:51and say, oh, wow, frick. My mindset was
49:52not as good as I thought. So, it's all
49:54about what your audience perceives their
49:57problem is. And so, the biggest one for
49:59copyriters is a big problem is how do I
50:01get clients? And that fractals into how
50:04do I pick a niche? How do I find leads?
50:05That fractals even further. How do I
50:07find leads on Instagram? How do I find
50:08leads on YouTube? How do I find leads
50:10inside this perfect niche? How do I do
50:12outreach? How do I do sales calls etc.
50:15What are all the micro problems? These
50:18become very very useful because this is
50:20where you pull your angles for content
50:24for videos, emails, anything you send
50:26out like weekly weekly value. You can
50:29get angles from this.
50:32So you don't have to use, you know, how
50:33to write copy. You can use an angle, a
50:35painoint, but you can provide them
50:37value, perceive value by answering these
50:40questions in your content. So yeah, you
50:43just make these, get as many of these as
50:44possible. Um, a good way to think about
50:47this is if you were to make a course to
50:50be the bridge from where your audience
50:52is now, their painful current situation
50:54to their desired situation, what are all
50:57the small problems in that bridge to get
50:59there? So, let's say that making money
51:00online is the bridge. What are the small
51:03problems? Finding a skill. Which skill
51:06is best for you? How to learn the skill?
51:08Um, how to get clients with that skill?
51:10How to do? You see how like you there's
51:11a million small problems, little chunks
51:13in that bridge. Cool. This is how you
51:16make content like infinite. By the way,
51:18this is how I make all my content is
51:19understanding these things. And the way
51:21that you get the content to actually
51:23work is by understanding the this first
51:25stuff. So now section four of this
51:27template you'll we'll go over this in
51:29detail like later in on some courses but
51:32this is general conditions. So like I
51:34said these are the conditions that
51:35appeal to almost all humans. Example is
51:37like new easy safe big and so here we
51:40just have some stuff here that Andreas
51:42has noted and kind of some context of
51:43how we can use it. So, new, fast,
51:46simple, proven, safe, scalable, um,
51:48identity based, accessible.
51:50This really be like, you know, status,
51:52status based. Cool. And that is the
51:55example conditions deck. This is a
51:57freaking powerful frame right here.
52:00Like, I'm not kidding. You get this,
52:03you're like ahead of CMOS.
52:06I don't say that lightly. I really
52:08don't. It's powerful stuff, as you can
52:10tell. So, watch this as many times as
52:12you have to. I would rather you watch
52:14this one module 15 times than to
52:17continue searching for new YouTube
52:18content that oh my god how to make 10k a
52:21month with with micro branding like bro
52:25this is it focus on this do it a lot
52:28you're going to make a lot of money
52:30going back to our module all right that
52:32is the specific conditions deck template
52:35so disclaimer if you feel a bit
52:38overwhelmed looking at this deck for the
52:39first time do not worry you don't have
52:42to be Perfect. You don't have to have
52:44every single category filled out
52:45immediately. You don't you might even
52:47you might not have any of it. Just get
52:49whatever you can, okay? Because filling
52:51out the this for each audience you write
52:53to is an iterative process. So for every
52:56single audience you're writing, you must
52:58have a conditions deck. And you should
53:01have a deck targeted for for getting
53:03your clients like targeting the people
53:05you're selling to like with your
53:07services. Then you should have a deck
53:09for each client's audience. That sounds
53:12a little complicated, but like you need
53:14to have a deck that will help you with
53:15outreach targeting for who you're who
53:17you're targeting with like you selling.
53:20Then once you get clients, you need to
53:21have a deck for each audience um for
53:24each client you have. And um start
53:27simple. Start very simple. Fill out
53:29whatever you can add and rearrange as
53:31you spend more time studying and writing
53:33for that audience. And we'll go over
53:34this in detail, but first let's go over
53:37how do you find these things? How do you
53:39find specific conditions? And you should
53:42view finding specific conditions like
53:44hunting for buried treasure because
53:46they're worth it just as much if not
53:48more.
53:50Uh it's crazy, man. It's crazy. One like
53:53pain point that you find that is like
53:55potent and scalable across your market
53:58can can literally give you I mean lead
54:00to millions in sales. Seriously.
54:04Bad copywriters hunt for tactics and
54:06frameworks.
54:08Great copyriters hunt for specific
54:10conditions of the audience they're
54:11targeting. That is a very expensive
54:15valuable statement right there. So your
54:18job is to find as many as possible and
54:22then sift them into the most valuable
54:24and useful ones. So let's go over how we
54:27do that. There's three main ways that
54:29I've found that we can search for
54:30specific conditions of our audience.
54:33sales calls, discovery calls, personal
54:35experience, and searchbased market
54:37research. So, here we have this cool
54:38little diagram. We have sales calls plus
54:40you plus searchbased methods. Method
54:43one, sales and discovery calls. This is
54:45by far by far the most effective way to
54:50find potent specific conditions.
54:54This is where you're going to get the
54:55because the whole point is like you're
54:56trying to figure out not not just what
54:58your market says, but like what does
55:01your market actually believe and what is
55:03what what really is their most potent
55:05specific conditions and sales calls are
55:07kind of the only real environment where
55:10you get deep and things get emotional
55:12and things get painful and you can
55:14actually unearth what they're really
55:15feeling.
55:17They're the best. Um, so ask your client
55:20for any sales calls, the recordings they
55:22have or or take them for your audience.
55:25Obviously, you'll be taking sales calls
55:26for yourself. So that's like you're
55:29you're always going to be having sales
55:30calls for yourself or for your audience,
55:32whatever. So just keep that in mind.
55:34Very very powerful. Now, if you don't
55:36have a client, we're going to go over
55:37this in a second. Also, you don't have
55:40to understand a niche perfectly to get a
55:42client. General conditions alone will be
55:43enough in most cases. So, if you're
55:45wondering like, well, I can't get sales
55:46calls without having or I don't have
55:49specific conditions, so I can't get
55:50clients, so I can't get sales calls to
55:52get more specific conditions. It's not
55:55true. You don't have to be a master at
55:56this. In fact, if you just get good at
55:58general conditions, if you had almost no
55:59specific conditions, using our outreach
56:01systems, you can get clients. I've seen
56:02it happen a bunch of times. But if you
56:04want to get good and make a lot of money
56:06and scale, you're going to have to have
56:08specific conditions. That's where sales
56:10calls come in. So, if you have a client
56:12or if you're writing for your own offer,
56:14this should be very simple. One, conduct
56:17sales calls or have your client and
56:19sales team take sales calls. Use Fathom
56:22or a similar software to record the
56:24calls and it transcribes them
56:26automatically. So, you go have these
56:27calls or you can upload them to Loom and
56:29Loom can do transcription. Then, what
56:32you want to do um is on these calls,
56:34make sure that you're doing actual
56:35sales. You want to dig deep in the
56:37discovery of the call. If there is not
56:40tension on that sales call, you didn't
56:41do it right. It needs to feel
56:43uncomfortable. There needs to be emotion
56:45because if you're getting emotion out of
56:46them, you're getting an actual potent
56:48lat or specific conditions. So then you
56:52want to grab the transcriptions as many
56:54calls as you can with your dream
56:56audience. If if they hop on a sales call
56:57with someone who turns out they weren't
56:59really in the person you're targeting,
57:01don't use that one. Okay? This is for
57:03like the perfect person you're trying to
57:04target, these dream clients.
57:07Um, so like if I hopped on a sales call,
57:09which happens sometimes with like a
57:1050-year-old, you know, woman who wants
57:12to write blog post, that's how she found
57:14copyrightiting. I I'm not going to use
57:16that as specific as a specific
57:18conditions because that's not she didn't
57:19fill into the audience that I'm
57:20targeting. She somehow found this some
57:23other way. Use the for your dream
57:25clients. Okay? So, grab as many
57:28transcriptions as possible. Read over
57:30those discovery questions, those pain
57:31points, and look look for words. Look
57:34for the answers that are that are
57:36powerful and add those to your
57:38conditions deck. Guys, this is how you
57:40do it literally. Okay? Like this is
57:42every single step. And as you do with
57:44everything, iteration is key. We're
57:46going to talk about how to iterate in a
57:47second. The more calls you take, the
57:48more review and search, the more you
57:50review and search, the better
57:51understanding you'll get in the
57:51audience, the better understanding you
57:53have the audience, the more calls you'll
57:54book, giving you even more
57:55understanding. It it's a it's it's
57:57exponential. Method two, personal
58:00experience. So, a great practice of you
58:02uh for you who are just getting started
58:04or those of you looking to kind of
58:06finally hone in on your long-term niche
58:08that you're want to work with for years
58:10is to work with an audience that you're
58:13in or you used to be a part of. So, my
58:17first kind of niche that I decided to
58:19work with with copyrightiting was
58:21YouTubers selling info products. That's
58:24exactly what I had a little bit of
58:26experience in even though I didn't make
58:27a lot of money and it's who I wanted to
58:29be. And so even that small amount of
58:32experience can go such a long way. Like
58:35you know more than you think about a lot
58:36of things. Especially people like us who
58:38are obsessive who get into a lot of
58:39stuff. Trust me, you know more than the
58:41average person about that thing. And
58:43that can give you a lot of good specific
58:45conditions off the bat just by thinking
58:47about how you felt in that scenario. So
58:50let's go over how to do this. Number
58:52one, send outreach to clients who have
58:54an audience you have experience with.
58:56So, if you like to work out, try
58:58targeting fitness influencers because
59:00you understand more about working out
59:02than someone who's never touched a
59:03weight before. Like, they don't even
59:05understand hypertrophy or caloric
59:08intake. All these things that sound like
59:09super basic to you, like you were born
59:11with this knowledge, you weren't. You
59:13learned this at some point. You have
59:14experience. Don't overthink this. Okay.
59:17Also, if you tried drop shipping for a
59:18few weeks or maybe even a couple days or
59:20you just watched some videos on it, then
59:22target drop shipping coaches. you know
59:24more about drop shipping than someone
59:25who doesn't. So, you got it. No, not not
59:29too bad. Number two, think back to how
59:32you felt as someone in that audience.
59:34This takes some practice. You want to
59:36practice visualizing the situation, the
59:39emotions, the things that you were like
59:41everything you felt, the problems you
59:42had. Think back to it. Use those prompts
59:45from the conditions deck to help you
59:47fill this out. and then use that
59:49experience to fill out your conditions
59:51deck as best as you can so you can start
59:53outreaching and get a client. So once
59:55again, you're not going to like perfect
59:58your conditions deck by just going
59:59through your personal experience because
1:00:01what you you might be part of that part
1:00:03of the audience that is not so scalable
1:00:06like the things that you had struggled
1:00:08with or you wanted turns out not
1:00:10everyone wanted that. In fact, very
1:00:11little people did and so personal
1:00:13experience is not perfect but it's a
1:00:15it's a great way to start. this is more
1:00:17than enough to get you your first client
1:00:19so that you can start using the other
1:00:20methods. So, if you're struggling to
1:00:23find a niche that you used to have
1:00:25experience in or or you do have
1:00:27experience in, then just pick something
1:00:29you want to learn about and start
1:00:31learning. It's it's it's that simple,
1:00:33guys. If you're overthinking it, just
1:00:35know that you're shooting yourself in
1:00:36the foot. There's nothing else you can
1:00:38do besides doing. There's nothing else
1:00:41you can There's nothing left. That's a
1:00:43good quote. There's nothing left to do
1:00:45but to do. It's fire. There's nothing
1:00:48left for you to do but to do. Ah, that's
1:00:50good. I should write that down. Probably
1:00:52won't though. I'm forget it by the end
1:00:53of this. So, don't overthink. Take
1:00:56action. You don't have to be have
1:00:57everything perfect. In fact, you could
1:00:59send outreach using like our outreach
1:01:01methods and have none of this and you
1:01:03could still get clients. It's literally
1:01:05happened before. This is just giving you
1:01:06a much better chance. So, don't
1:01:08overthink. Method three, searchbased
1:01:11market research. And so this is like the
1:01:12the normal thing you think when people
1:01:14hear market research. Um you can also
1:01:17search for these conditions using
1:01:19searchbased market research. Here are
1:01:20three simple methods that you can use to
1:01:22collect specific conditions from your
1:01:24niche. Disclaimer, there are a million
1:01:27ways to do this. And it is very niche
1:01:29dependent. It depends on who you're
1:01:30targeting, where they're at, and what
1:01:32they, you know, where they hang out at
1:01:34and what they do. So you need to get
1:01:36creative and put in some work. You got
1:01:38to actually think to make this stuff
1:01:39work. Um, but once again, this is some
1:01:41of the highest leverage work you can do.
1:01:43Like, it's not easy. It's not sexy, but
1:01:45it's going to make you the money. It's
1:01:46going to give you the edge. And a good
1:01:48thing I like to think about is anytime
1:01:49I'm feeling pain, like for instance,
1:01:51making this module freaking sucked, by
1:01:53the way. I mean, I enjoy it, but like
1:01:55it's not easy. It's not easy to figure
1:01:57out how to do this stuff. Like, it's
1:01:58actually very painful and take me like
1:02:00it takes me hour, like hundreds of
1:02:03hours. Um, but I remind myself when I'm
1:02:06feeling pain, like, you know what? If
1:02:08anyone else in my in my competition
1:02:11wants to do this, they have to go
1:02:12through the same pain. You want to know
1:02:15what's funny? Most of my competitors
1:02:17can't even sit down and record this
1:02:19module like speak clearly and fluently
1:02:24and not crash out for an hour and a
1:02:25half, two hours. Most of them can't even
1:02:27record it. Even if I did all the hard
1:02:29work of giving the module, creating the
1:02:30templates, do all the stuff, they
1:02:31couldn't even record it. And so that
1:02:33gives me so much confidence to continue
1:02:34recording these modules. And I'm like,
1:02:35you know what? Let's freaking do it
1:02:37because my comp my competitors have to
1:02:39go through the same pain and so I'm glad
1:02:40that it's painful. I'm glad that it's
1:02:41hard. Otherwise, what what are we doing
1:02:43here, you know? So, keep that in mind
1:02:45when you're doing this stuff. First is
1:02:47Chat GBT. Once again, I'm not against
1:02:49AI. I love AI. It's extremely powerful
1:02:53tool, but don't let it just think for
1:02:55you. Use it as a tool. So, tell ChatGBT
1:02:58everything you know about your niche.
1:03:00So, right everything you can think
1:03:01about. just critically think like what
1:03:03what are the you know all the specific
1:03:05conditions of this niche give that to
1:03:07chat GPT and then ask it for different
1:03:09specific conditions types so ask it
1:03:12about what beliefs they might have ask
1:03:13it what what actions they're taking
1:03:14emotions they're feeling situations they
1:03:16might be in so cool next is YouTube
1:03:20videos so what I like to do is when I
1:03:22used to do this a lot when I was first
1:03:23writing for people with with niches I
1:03:25didn't really understand I would search
1:03:27for YouTube videos YouTube channels in
1:03:29that niche I would go to the popular
1:03:31channels in and I would search by the
1:03:32most popular videos. So, I would go to
1:03:35my my client's channel and their
1:03:36competitors and I would search all their
1:03:38videos by the popular button on YouTube.
1:03:41And that that allows you to see like
1:03:42what problems did people really care
1:03:44about in this niche because YouTube
1:03:46literally shows you by views which which
1:03:49conditions are the scalable because
1:03:51those videos scaled based on conditions.
1:03:53So, cool. Um, yeah, check out the
1:03:57comments. The comments are not great,
1:03:58but there are a good place. There are
1:03:59some really good genuine comments. you
1:04:01can find some seriously good conditions
1:04:03from them. So, it's worth checking into.
1:04:04Reddit forums are a good place to look
1:04:06at. Um, any other kind of question based
1:04:09things, any other forms, pretty simple
1:04:11there. Just, you know, not it's not
1:04:12applicable to all niches, but if your
1:04:14niche is on Reddit, this is a great
1:04:15great place. And remember, this is one
1:04:18of my favorite diagrams of this whole
1:04:20module. Quality over quantity. Your goal
1:04:24is to find conditions that are potent
1:04:27and scale across your audience. So, we
1:04:31don't want to just shotgun spray a bunch
1:04:33of weak conditions on your person
1:04:35reading this.
1:04:37We want to just we want to we don't put
1:04:40a hole in their chest. Your copy should
1:04:42feel like they got shot with a hole in
1:04:45their chest. And the way you do that is
1:04:47by finding conditions that are the most
1:04:49powerful, most emotionally charged, and
1:04:51are shared by the largest part of your
1:04:53audience. Quality over quantity. Just
1:04:56remember, sniper over shotgun. I'd
1:04:59rather you have one pain bullet that is
1:05:01so freaking painful that they like just
1:05:04crumble inside than to have 57 bullets
1:05:07that are kind of like hit or miss.
1:05:10Quality over quantity. How do we achieve
1:05:13that?
1:05:15Iteration. The secret ingredient to
1:05:17finding and leveraging specific
1:05:19conditions well is small improvements
1:05:22over time.
1:05:25No matter how good you are or how good
1:05:27you think you are, it takes time to gain
1:05:30a deep understanding of an audience
1:05:32which gives you that power. It gives you
1:05:34the ability to just snipe. It takes time
1:05:37to find specific conditions. It takes
1:05:40time to figure out which ones are
1:05:41scalable, which ones are potent.
1:05:44It takes time. It's going to take some
1:05:46time and that's okay. It's just how the
1:05:47world works. So, don't try to rush it.
1:05:49Just understand these things. And you
1:05:53you guys got to realize
1:05:55all of us, me included, are so shortterm
1:05:58sided in this market. This online money
1:06:00get rich quick freaking goobers. We're
1:06:03all a bunch of idiots.
1:06:08You overestimate what you can do in the
1:06:10short term, but man, you severely
1:06:13underestimate your potential in the long
1:06:14term. Like you're you're rushing your
1:06:18days. You're full of anxiety. You didn't
1:06:19get enough work done. Maybe it's enough
1:06:20outreaches. But I'm telling you, man,
1:06:22that's how you lose by worrying about
1:06:25sending a 100 outreaches a day. The
1:06:28person who sends 10 outreaches a day,
1:06:31but he does it for 600 days straight,
1:06:34will always destroy the person who sends
1:06:36100 outreaches a day for four days and
1:06:38then gives up.
1:06:40You underestimate what you can do in the
1:06:42long term. The same is true of this
1:06:44deck. Some of you are going to pull this
1:06:46thing up, fill it out once, and never
1:06:47look back. and it's gonna you're gonna
1:06:49be like it's whatever. Some of you
1:06:51though will bookmark this on your
1:06:53freaking Google Chrome. You will
1:06:55continue to update this every week and
1:06:57you are going to make a lot of money if
1:06:59you apply these things um in the right
1:07:01market.
1:07:03Your conditions deck should be a living
1:07:05document. It's not a one-time fill out
1:07:07thing. You're it's a sculpture. you're
1:07:09you're continuing to carve this thing
1:07:11until you have this beautiful
1:07:12masterpiece
1:07:14which which is like a like a skeleton
1:07:16key to your market to just sales. The
1:07:19good news is this game is exponential.
1:07:21And so those of you that actually stick
1:07:22with this,
1:07:24if you understand your audience five
1:07:26times better than your competitors, you
1:07:28won't just get 5x the results. It's not
1:07:30linear, it's exponential.
1:07:33You'll get 50x to 100x the results.
1:07:37The better you understand the conditions
1:07:39of the human mind, the better you
1:07:41understand the specific conditions of
1:07:42your audience's mind, the better you can
1:07:44write copy which leverages these
1:07:45conditions, the crazier your results
1:07:48will be. Remember, obsessive learning
1:07:50leads to obsessive earning. Let me fix
1:07:52my formatting there. It's going to drive
1:07:54me crazy. Obsessive learning leads to
1:07:57obsessive earning. You have to keep
1:07:58learning these things. So, here's our
1:08:00diagram. Exponential results, right? You
1:08:03don't just get five extra results. The
1:08:04graph would be over here, right?
1:08:06If you learn these things, the deeper of
1:08:08understanding you get this bottom axis
1:08:10here, the insane these things are going
1:08:12to be. And so, how do we do that? How do
1:08:14what's like a really tangible way? Um,
1:08:18shout out to Virgil for helping like he
1:08:20was helping me like brainstorm this
1:08:21module. He's like, "Dude, this is
1:08:22amazing, but like give them a way to
1:08:26actually iterate." And I was like,
1:08:27"Shoot, I never really thought about
1:08:28that. I kind of just do it." And so,
1:08:30shout out to Virgil for this. This is
1:08:31very, very powerful stuff to tie
1:08:32everything together. So to give you as
1:08:35much clarity as possible, I want to give
1:08:36you a simple like iteration roadmap that
1:08:38you can follow to ensure you're
1:08:41leveraging these specific conditions
1:08:42effectively throughout your entire
1:08:43journey. So phase one is getting your
1:08:45first client. So if you guys don't have
1:08:46any clients, you're just getting
1:08:47started, this is where you're going to
1:08:48start. It's going to be mainly based off
1:08:50of personal experience and search based.
1:08:53If you don't have any sales calls yet,
1:08:55choose a niche that you are interested
1:08:57in or have experience in. Don't
1:08:58overthink this. Just make a list of
1:09:01every interest you have or things that
1:09:03you are things that you like want to be
1:09:06interested in or things that you think
1:09:08you could be interested in. Make a make
1:09:09a big list. Cross off things that you're
1:09:12like, eh, I'm not really too interested
1:09:14in that until you have a really solid
1:09:16base of things that you're interested in
1:09:18or you could be and you think that there
1:09:20there's money in that market. you know,
1:09:21don't choose like
1:09:23um I don't know, don't choose like some
1:09:26random, you know, Xbox 360 game like
1:09:29cult community. Pick something where
1:09:31there's money and there's a lot of
1:09:32people. Okay? Then create a conditions
1:09:35deck for that audience and use critical
1:09:38thinking based on what little experience
1:09:40you have to fail your deck as well as
1:09:42possible. Like I said, don't overthink.
1:09:43Don't overthink. Don't overthink. You
1:09:44don't have to be perfect. Next, start
1:09:47outreaching using DM Lightning or a
1:09:50similar free valuebased system. It's the
1:09:52cool part about DM Lightning or
1:09:54something similar is you don't have to
1:09:56have a lot of specific conditions to
1:09:57send it. It's just voice note. It's just
1:10:00a a DM. It's very low barrier to entry.
1:10:03This is exactly what you should be doing
1:10:04to get your first client. But yeah, if
1:10:06you know who you're targeting, um you
1:10:07can move on. Use something that high
1:10:08value 2.0. Do whatever. Um yeah, cool.
1:10:12As you're sending outreach and writing
1:10:14free copy, use your conditions deck to
1:10:16write your copy and improve your
1:10:18outreach. So, you should be using this
1:10:20thing to write the copy and then using
1:10:22like the results of the copy or the
1:10:24feedback from the people you're reaching
1:10:25out to to improve it. Improve your
1:10:26outreach. And as you find new specific
1:10:29conditions or you learn which ones are
1:10:32more more potent and scalable than
1:10:33others, update your conditions deck to
1:10:35reflect your findings. This is very
1:10:38important. schedule a recurring time
1:10:40each week to do some searchbased
1:10:43research and update your conditions
1:10:45deck. Like I said, if you don't have
1:10:47you've already put filled out all your
1:10:48personal experience, if you've already
1:10:50done um if you don't have any sales
1:10:52calls yet because you don't have a
1:10:53client yet, then do some search base
1:10:55research once a week every week at least
1:10:57and more if you want to and update this
1:10:59deck. That's going to give you a fresh
1:11:01set of eyes on things to write even
1:11:03better copy, get more responses, and I
1:11:05promise you, you'll land a client. This
1:11:06is like overkill. You didn't even have
1:11:08to do this to land a client, but this
1:11:09will help you do that a lot faster. So,
1:11:11repeat those until you land a client.
1:11:14Phase two, iterating with client. So,
1:11:17once you get a um a client, you now have
1:11:19unlocked a whole new level. You've got
1:11:21their personal experience, which they
1:11:22have way more than you probably
1:11:24obviously if they're coaching in that
1:11:25that niche or they're working with them.
1:11:26Um and they have all the sales calls or
1:11:30client interviews, whatever. So once you
1:11:32get a client, schedule a time for both
1:11:34of you to review the current conditions
1:11:37stack that you have and then rerank
1:11:39conditions in in area of like importance
1:11:41and scalability and add in new ones
1:11:43because they will probably know their
1:11:44audience better than anyone. So use that
1:11:47to your advantage. Number nine, take
1:11:49sales calls or ask for recordings of
1:11:52previous sales calls with the people
1:11:54your client considers to be qualified
1:11:56leads. So out out of there, like ask
1:11:58them who their perfect client is and if
1:12:00they have a call with that person, go
1:12:02back and watch it. And um yeah, get as
1:12:05many calls as you can. If your client
1:12:07doesn't do sales calls, like if they're
1:12:09selling low ticket or like ecom or
1:12:10something, try to schedule calls with
1:12:13their previous clients um and ask them
1:12:15questions or get them to fill out a
1:12:16survey. Do something. We need to ask the
1:12:19audience
1:12:21for this stuff. And they're not always
1:12:23going to tell the truth, by the way.
1:12:25Most of the time, you want to pay
1:12:26attention to what people do and not what
1:12:28they say. When it comes to marketing,
1:12:29people say they don't want edited
1:12:31videos, but then people will watch
1:12:32edited videos longer. Pay attention to
1:12:34what they do, not what they say. But if
1:12:36you have nothing, go off what they say
1:12:38and continue to watch what they do. See
1:12:40if it matches up and continue looking.
1:12:42As you do business and write for this
1:12:44audience, continually update your
1:12:46conditions deck to reflect your
1:12:47understanding. So, you still keep that
1:12:49schedule every week. So, once a week,
1:12:51maybe even multiple times if you have
1:12:53time, because this is so powerful.
1:12:55pull up a new call, view this
1:12:58transcript, update your conditions deck.
1:13:00Like I make my uh sales and marketing
1:13:03team do this. Like we do this, guys. We
1:13:05like we're updating our deck and it's
1:13:08going to make us extremely powerful.
1:13:09We're always iterating to get better and
1:13:11better and better because think about
1:13:12it. This is how you get it. This doesn't
1:13:14come through filling it out once. It
1:13:16comes through time um and yeah, and time
1:13:19and experience and doing iteration. This
1:13:22doesn't happen if you just do the same
1:13:23thing over and over. You have to be
1:13:24considering your actions. Ponder your
1:13:26ways as the Bible says. Iterate and um
1:13:30yeah, it's going to be insane. I'm
1:13:32telling you, it's going to be insane.
1:13:34So, take action. Don't overthink.
1:13:37Importantly, enjoy the process. Enjoy
1:13:40the pain. This is the work. This is the
1:13:41toil that God has given us under the
1:13:43sun. And the Bible says to enjoy it. So,
1:13:46you know, enjoy it and keep moving
1:13:48forward. Just keep moving. If you don't
1:13:49give up, you're literally beating 99% of
1:13:51people. Keep moving forward. uses stuff.
1:13:53And um quick reminder, I don't know why
1:13:56why am I
1:13:58for I'm getting like emotional. Um
1:14:00anyways,
1:14:02God is good. God is really good, guys.
1:14:04He's so good. And I'm so blessed to do
1:14:07what I do every single day. Uh and I'm
1:14:10going to continue to do it if the Lord
1:14:12allows me and gives me the energy. But
1:14:14um if you want to help me, why the
1:14:17freaking like getting emotional, dude?
1:14:21I don't even know. Um, anyways, I'm
1:14:23trying to just get through the end of
1:14:24this. If you want me to crank out more
1:14:25modules like this one and even better
1:14:27modules, please let me know the wins
1:14:30you've had from this, the breakthroughs
1:14:31you've had from this, just some new
1:14:33thoughts, a new view on life that this
1:14:35module specifically has given you in the
1:14:38course wins channel. Um, this is not to
1:14:41inflate my ego, even though that might
1:14:42happen a little bit. I'll try to fight
1:14:43against it. It's really just there to
1:14:46encourage me because sometimes these
1:14:47things I get so bogged down trying to
1:14:49make these and I get so overwhelmed and
1:14:51the guys just remind me of these wins
1:14:53and all the good this is doing and how
1:14:55worth it it is. Um yeah, it gives me a
1:14:57lot of energy to know all this pain
1:14:59through making these is worth it. Um I
1:15:02love you guys. I'll see you guys in the
1:15:04next module. I hope this stuff changes
1:15:07your life. Uh because it did mine. So
1:15:09see you guys in the next one.
1:15:14[Music]
1:15:20Hello again my friend and welcome to
1:15:23module number two of the copyrightiting
1:15:25101 program. This is called text and
1:15:28subtext. Now in this module we're going
1:15:30to cover the difference between text and
1:15:32subtext and how you can manipulate both
1:15:35to influence readers to take action and
1:15:38give you and your clients money. Now
1:15:40disclaimer before we jump in. I highly
1:15:43recommend watching every previous module
1:15:45before this module. So anything before
1:15:47this probably specific conditions, go
1:15:49and watch this module because we're
1:15:50going to be building on the concepts we
1:15:52learned there. And like we've talked
1:15:53about before, web learning is essential.
1:15:56You can't just go through this whole
1:15:58program once because in order to
1:15:59understand the things before this
1:16:01module, you must have this module's
1:16:03understanding. And so you have to learn
1:16:05it all together. meaning you should go
1:16:06through everything multiple times to
1:16:08fully grasp the picture and how you can
1:16:11use this to make some money. So if you
1:16:13don't understand these concepts in
1:16:14depth, applying these new ones will be
1:16:16very hard if not impossible. With that
1:16:18out the way, let us dive in. Welcome to
1:16:22text and subtext.
1:16:25Starting off with the language. You see,
1:16:28copyrightiting is a language. The
1:16:31language of emotion, the language of
1:16:34sales. This is a quote from Kyle
1:16:36Milligan in his book Take Their Money.
1:16:38Highly recommend that book. Um, this is
1:16:40a well-respected and successful
1:16:41copywriter. Kyle Milligan explains in
1:16:44his book Take Their Money that
1:16:45copyrightiting is best viewed as an
1:16:47entirely different language.
1:16:51And this language called copyrightiting
1:16:53exists to speak to the reader's
1:16:55emotions. You see, the reason why most
1:16:57people find the skill of copyrightiting
1:16:59difficult to master is we all thought,
1:17:02right, that we could learn a couple
1:17:03frameworks, learn PAS, learn ADA,
1:17:08figure out a couple trigger words to use
1:17:11and then just make a bunch of money and
1:17:13make millions. Like, we all thought
1:17:14that. Um, but when you view
1:17:17copyrightiting as a language, it makes
1:17:18complete sense. those little tactics and
1:17:21frameworks and watching a little, you
1:17:23know, 10-minute video on YouTube will
1:17:25never make you a skilled copywriter.
1:17:27Just like memorizing a few Spanish words
1:17:30to order at a Mexican restaurant does
1:17:32not make you a fluent Spanish speaker.
1:17:34Um, that's the whole idea here is if you
1:17:37stop seeing copyrightiting as a bag of
1:17:39tricks and see it instead as a deep
1:17:41language that once you learn you can
1:17:43speak fluently to create money, that's
1:17:46when you start getting things clicking
1:17:48and things start working. So, in this
1:17:50module, what I want to do is we're going
1:17:52to break down the fundamentals of this
1:17:55language we call copyrightiting and then
1:17:58go over a very simple way that you can
1:18:00learn to speak this language fluently as
1:18:02fast as possible. The reason why I was
1:18:04able to make so much money with
1:18:05copyrightiting so quickly is because I
1:18:08adopted this mindset very early on. I
1:18:11learned how to learn the language. And
1:18:13while everybody else was searching for
1:18:14tactics and scrambling for the new
1:18:16whatever outreach method, I was just
1:18:19learning the language. That's exactly
1:18:21what I want to show you guys in depth
1:18:23today. And obviously, shout out to Kyle
1:18:25Milligan. He was the one who showed me
1:18:26these concepts. I'm sure someone showed
1:18:28them to him, but he's the one who showed
1:18:30them to me. So, huge credit to him.
1:18:32We're gonna take what he taught in his
1:18:34book and and crack it open and dive even
1:18:36deeper and give a lot of examples. Let's
1:18:39do it. I'm excited. This stuff is
1:18:41powerful. So, let's get into it.
1:18:44Subtext. As stated above, copywriting
1:18:47speaks to emotions. So, here's how it
1:18:50works. Great copy provokes emotions in
1:18:53its readers. Those emotions provoke
1:18:55action, and that action leads to sales.
1:18:59And so the art of copywriting is
1:19:01learning how do we trigger this
1:19:03emotional part of the brain. And that is
1:19:06done by focusing on the subtext of what
1:19:08you're writing. The why you're writing
1:19:11what you're writing. It's how you want
1:19:14the reader to feel. So by focusing on
1:19:17the feeling, the emotion, the the
1:19:20language of copyrightiting, you're able
1:19:21to get the results you want. But most
1:19:23people spend so much time worried about
1:19:26the the text, what what they're writing,
1:19:29the actual words, when what matters much
1:19:32more is the subtext.
1:19:35You could give a professional copywriter
1:19:38a very limited amount of words
1:19:41and you could give a an undeveloped
1:19:43copywriter the entire dictionary and
1:19:45this other copyriter would smoke him
1:19:47every single time. Every time. Because
1:19:50it's not about the exact words you use.
1:19:52It's the subtext. What? What? Why did
1:19:55you write that whole sentence? So,
1:19:57here's a very simple example in this
1:19:59diagram. You might have seen this text
1:20:01before. Very cliche kind of copyrighting
1:20:04marketing thing. We've developed a
1:20:07stepbystep system.
1:20:10That's the text. But why did the author
1:20:13write that?
1:20:16What feeling did he want you to feel?
1:20:18What did he want you to think in your
1:20:20head? And the subtext is simple. Wow, it
1:20:24would be so easy if I had that. Life
1:20:27would be easier if I had this
1:20:29stepby-step solution. And so, we'll go
1:20:32over plenty of examples, but the text is
1:20:35how you write these things, the literal
1:20:37words that you're writing, but the
1:20:39subtext is the emotion and feeling
1:20:42you're trying to push. So, the text was
1:20:45this step-by-step solution, but the
1:20:46subtext was, "Wow, this feels easy. if
1:20:50only I bought this thing or if I had
1:20:51this solution. So, let's look at some
1:20:53examples. Text. That's why we're giving
1:20:56you the step-bystep solution. Wow, it'd
1:20:58be so much easier. What you're about to
1:21:00read will cause a fallout in the online
1:21:02business world. Oh my, this is
1:21:05important. I should probably read this.
1:21:08That's why the writer wrote that
1:21:09statement is so you would feel like you
1:21:11had to read this. History is repeating
1:21:14itself. Subtext. Okay, this seems pretty
1:21:18safe. If it's happened before, then at
1:21:20least I'll know what to expect. Text:
1:21:23warning. Subtext: This is dangerous and
1:21:26important. I should probably pay
1:21:27attention. Text: breakthrough discovery.
1:21:31Subtext: Hm. This is brand new. There's
1:21:34probably a lot of opportunity still. I
1:21:36need to get in on this before people
1:21:37catch on. See how it works? Text. If
1:21:41that's you, don't worry. Subtext. Wow,
1:21:44this person understands me. I can trust
1:21:46them. They'll probably help me out.
1:21:49Really cool. So, in great copy, every
1:21:52single sentence plays a specific role in
1:21:55persuading the audience to take action,
1:21:58in causing some sort of emotion or
1:22:00belief in the reader. No lines are
1:22:03wasted. And as you're learning to write
1:22:06compelling copy, you have to you have to
1:22:09focus on the why that you're writing the
1:22:12sentence before you worry about the
1:22:13what.
1:22:15Under no circumstance can you write
1:22:17something and it be great copy without
1:22:20it just being complete luck if you don't
1:22:22understand why you're having to write
1:22:24this line.
1:22:26What is the purpose of this line? Is it
1:22:29to make them feel safe? Is it to push
1:22:31this massive urgency to get them to take
1:22:34action now? It's all about the why. And
1:22:37later on in this course, we'll go over
1:22:39how do you figure out, you know, what to
1:22:42write and where and how to structure
1:22:43these things. We go over the chain of
1:22:45beliefs, how to shatter beliefs, but it
1:22:47all comes back to understanding
1:22:50how to push these simple emotions and um
1:22:54there's four there's four big core
1:22:57emotions that we're going to cover and
1:23:00it's going to blow your mind. You'll
1:23:01never see advertising or copy ever
1:23:04again. You'll never see the same ever
1:23:06again after we cover this. So, I'm
1:23:08excited. Let's go. So the four core
1:23:09emotions disclaimer if you haven't seen
1:23:11specific conditions go watch that module
1:23:13before continuing it makes all this make
1:23:15sense. Also Kyle Milligan like I said
1:23:18covers these as the Nesby new easy safe
1:23:21big in his book Take their money. Check
1:23:23out that book if you want his full
1:23:24perspective. But let's dive in here. We
1:23:27have general conditions. So as we
1:23:29discussed in specific conditions we can
1:23:31divide the human brain into two
1:23:33categories to help us kind of make sense
1:23:35of this. You've got the general
1:23:36conditions which is every human is pre
1:23:39pre-programmed to think in this way. And
1:23:41then you have specific conditions which
1:23:43is the way that your audience their
1:23:46experiences their exact pain points and
1:23:48desires the things that have made them
1:23:50who they are on top of the already
1:23:53pre-existing just pre-programmed human
1:23:55monkey brain. So, in the last module, we
1:23:58covered how do we leverage these
1:24:00specific conditions, these things that
1:24:02are
1:24:04specific to our audience. In this
1:24:07module, we're going to cover the four
1:24:09big general conditions that we'll use in
1:24:12every piece of copy from now till
1:24:15forever.
1:24:19So, like I said, these are four general
1:24:21conditions. There's way more than just
1:24:22four, but these are like the four
1:24:24biggest buckets that you can make sense
1:24:26of things very easily and get the 99%
1:24:29out of copy. So, no matter who you're
1:24:31writing to, you'll be appealing to one
1:24:34or more of these four motions in some
1:24:37aspect. So, this is the why. This is the
1:24:40why behind why you're writing. This is
1:24:42the subtext.
1:24:44So, let's dive in. Number one, easy.
1:24:47This comes from the simplicity theory
1:24:48which is this principle suggests that
1:24:50people have a natural bias towards
1:24:53simplicity and prefer experiences that
1:24:56minimize cognitive load.
1:24:59So if we have a limited amount of
1:25:01calories and energy and our brain uses a
1:25:04lot of energy. It's an energy hog.
1:25:06We don't want to think very hard because
1:25:09we don't want to waste energy. We want
1:25:11to conserve as much energy as possible.
1:25:14Therefore, our brains are programmed to
1:25:16take the easier route. It wants the easy
1:25:18stuff. So, the translation here in
1:25:21layman's terms is we want stuff to be
1:25:24easy.
1:25:26Given the same outcome, we'll always
1:25:29take the easier route. So, in your copy,
1:25:32you want the action you're persuading
1:25:34them to take to be as easy as possible.
1:25:37It must seem so easy. So, let's dive
1:25:40deeper. How do you actually produce this
1:25:43emotion? Let's look at a few ways. And
1:25:45what I want you to understand is most
1:25:47statements you're going to find here
1:25:48will hit multiple of these at once. So
1:25:51it's not like you're just only doing one
1:25:52at a time. You'll probably hit multiple
1:25:54of these. But this is all the easy
1:25:56emotion. So number one, you can decrease
1:25:59the time investment. So an example, in
1:26:02just a few minutes, the six minute
1:26:05six-pack 2hour rider, you can earn $400
1:26:08a day starting next Monday, starting
1:26:10soon. This 20 second trick allows you to
1:26:13boom, 20 seconds. All this by clicking a
1:26:16few buttons for 15 minutes a day. So,
1:26:18we're we're showing them how we're
1:26:20decreasing the perceived time investment
1:26:23they have, making it seem easier. Next
1:26:26is decreasing the effort investment. So,
1:26:28work. So, like like we went over here,
1:26:31all of this by clicking a few buttons
1:26:34for 15 minutes a day. So, by clicking a
1:26:36few buttons, it makes it seem very easy.
1:26:39you can get this results without work
1:26:43they hate. So, anytime you see a without
1:26:45statement, it's usually playing on work.
1:26:49It's going to be less effort. Without
1:26:51these things, without making 400 videos,
1:26:53without anything you plug in the blank
1:26:56there, without working out seven days a
1:26:58week, it's decreasing the effort
1:27:01investment, making it seem easier. Once
1:27:03again, step by step. This takes a little
1:27:07bit of the intelligence and time and
1:27:09work. So, this one kind of hits a lot of
1:27:11these, but step-by-step is a huge one
1:27:12for easy because it makes it seem like,
1:27:14okay, they've already done the hard
1:27:16thinking for me. They've done the work
1:27:18for me. It's going to take me less time.
1:27:21So, cool. All you have to do is blank
1:27:24insert simple action. Number C, letter
1:27:28C. Decreasing the intelligence required.
1:27:31So, smarts, you don't have to be a
1:27:33financial expert. High school dropouts
1:27:36are taking advantage of this to make
1:27:37$333 a day. Simple,
1:27:41super easy. Making it seem like anyone
1:27:43can do it. You don't have to be a rocket
1:27:46scientist.
1:27:48Cool. Decreasing the resources required.
1:27:51So, we went over time, work, smarts, and
1:27:53now with less money. So, with only $100,
1:27:55all you need is $1 a day, you don't have
1:27:58to have millions in the bank, making it
1:27:59seem easier because they don't need as
1:28:01much money. And the last one, decreasing
1:28:04the chance required. This one's a little
1:28:05bit kind of niche, but I think it's
1:28:08really cool. And basically, you're
1:28:10pushing the anybody emotion. So saying
1:28:12that anyone can do this regardless of
1:28:14where you came from, your genetics, or
1:28:16how you know your bad luck. Anyone can
1:28:18do it. So you don't need NFL genetics.
1:28:21People who look like the opposite of Tom
1:28:22Cruz are landing hot dates weekly. So
1:28:26you might blame your genetics, say,
1:28:27"Well, I'm shot. I don't I don't look
1:28:29good, so there's no way this works for
1:28:30me." But if you show how, hey, you don't
1:28:32have to look good, you don't need those
1:28:33genetics, then boom, decreasing that. It
1:28:36sounds easier. There's 0% luck required,
1:28:40foolproof, proven. All of these things
1:28:43are taking away the chance requirement,
1:28:45making it seem easy. And Kyle calls
1:28:48anybody the alter ego of easy. So if you
1:28:50can show how anyone can succeed, people
1:28:52will think, well, you know, I'm not the
1:28:54brightest person, but I'm brighter than
1:28:56some people, so it'll probably work for
1:28:57me. And uh really, really cool. So these
1:29:00are just like really tactical ways you
1:29:02can do this. Make sure to look for these
1:29:04when you're breaking down copy. Now
1:29:06words to look for when decoding someone
1:29:08pushing the easy emotion. So these are
1:29:10just some words that signal easy.
1:29:12Obviously easy anybody simple foolproof
1:29:15foolproof step-by-step system. You don't
1:29:18need all you have to do is you don't
1:29:20have to be etc. And we'll cover live
1:29:22examples in depth in this module. Number
1:29:26two, safe risk aversion theory.
1:29:30This theory describes the human tendency
1:29:32to prefer a sure lower outcome over a
1:29:36gamble with a potentially higher payoff
1:29:39but also a chance of loss. Now what this
1:29:42means is people hate losing more than
1:29:47they like winning. So people prioritize
1:29:50not losing over winning. And this can
1:29:54sound a little bit weird to people like
1:29:55me and you because we're probably much
1:29:57more
1:30:01uh what is it? We like risk a lot more.
1:30:04So, we're less avert to risk where we
1:30:07don't mind taking risk, but that is not
1:30:08the general population. And also, you in
1:30:11your monkey brain state does not like
1:30:13taking risk. You would prefer that
1:30:14there's less risk if you got the same
1:30:17outcome. And so what's funny is there's
1:30:20a study that people that showed that
1:30:21people were much more willing to walk
1:30:24two miles to retrieve some money that
1:30:27they had lost that fell out of their
1:30:28pocket than they were to walk two miles
1:30:30to gain that same amount of money. So
1:30:33they they net the same amount of of
1:30:36money, but they were willing to walk
1:30:39backwards two miles to retrieve what
1:30:40they lost, but not willing to walk
1:30:42forward two miles to gain that same
1:30:43amount. The translation is we want stuff
1:30:46to be safe. We don't want there to be
1:30:49any risk if possible. So in your copy,
1:30:53you want the action you want them to
1:30:55take to appear as safe as possible. The
1:30:57opportunity, the product you're selling,
1:31:00whatever it is, it must feel safe.
1:31:03And the main way to push this emotion is
1:31:06just to highlight how sure this
1:31:08opportunity is. Show that the
1:31:10probability of this working is so high.
1:31:14um and show how it's predictable. And so
1:31:17Kyle calls predictable the alter ego of
1:31:19safe because if you can show how
1:31:21predictable something is, it seems safer
1:31:23and safer. And like I said, the goal
1:31:25here is just to try to decrease the
1:31:27perceived downside risk of taking your
1:31:28action as close to zero as possible. So
1:31:32example, we've helped over 85 plus
1:31:35copywriters just like you sign paying
1:31:38clients. So this is straight from
1:31:39Copite. When we show people, hey, how
1:31:42dude, we've helped 85 guys plus exactly
1:31:47like you in your scenario get paid with
1:31:50this skill. People think, "Wow, this is
1:31:52pretty dang safe." And that's the
1:31:54reality. It is, right? Or B, proven,
1:31:57predictable. This is the safest way to
1:32:00history is repeating itself the last
1:32:02time this happened. So all these things
1:32:05are showing how the perceived likelihood
1:32:07of achievement is going up. the
1:32:09perceived risk of failing is going down,
1:32:11making your thing feel safer. And
1:32:14there's a there's so many ways to do
1:32:15this, and this will come from you
1:32:17breaking down copy. We'll we'll go over
1:32:18this together later on some real
1:32:20examples.
1:32:22But just think, why is the author
1:32:25pushing this safe emotion or like what
1:32:27is he doing? Is he pushing the safe
1:32:28emotion? Is he pushing these other ones?
1:32:30And you you'll begin to see these
1:32:31patterns. So, language is all about
1:32:34patterns and being fully immersed in the
1:32:37new language. And so that's why you have
1:32:39to be studying copy, which we'll go over
1:32:41later. Moving on to number three, new.
1:32:49This one's so important. The psychology
1:32:52of new. This explores how individuals
1:32:55respond to novel experiences and the
1:32:58mental benefits of embracing new things.
1:33:02So it encompasses things like the fresh
1:33:04start effect. So people love think about
1:33:06New Year's resolutions. People like,
1:33:07"Oh, it's new year. It's a fresh start."
1:33:10Dopamine floods the brain. Um, it's the
1:33:13stimulation of neuroplasticity. Yeah.
1:33:14Yeah. Yeah. Essentially, examines the
1:33:16psychology of novelty, increased
1:33:17motivation, improved mood, boosted
1:33:19confidence. All this like, you know,
1:33:21Chad JBT speak to say we love new stuff.
1:33:25And so, Kyle and other copyriters will
1:33:28consider new to be the most important
1:33:30emotion because cat
1:33:34guys freak me.
1:33:37Categorization is death. If people see
1:33:42your outreach, they see your stimuli,
1:33:44they see your subject line, they see
1:33:45your sales page headline, they see any
1:33:47of these things and they think, "Oh,
1:33:49I've seen this before." You're done.
1:33:51You're shot.
1:33:53Your thing has to be new because, as we
1:33:56looked at above, science shows that
1:33:57anything there's something new, it
1:33:59inspires hope. It floods this new this
1:34:04this dopamine in your brain saying,
1:34:05"Hey, this time it might work. This
1:34:08thing is brand new. We've never seen it
1:34:10before." Your brain wants to pay
1:34:12attention because it's a new thing. It
1:34:14can't be categorized. There we go. I
1:34:16nailed it that time. And this is
1:34:19important because people want new, not
1:34:21an improvement offer. People don't want
1:34:24better. They want something new. And
1:34:27without seeming new, people will
1:34:29categorize your thing as something
1:34:30they've seen before and move on with
1:34:32their day. And so in your copy, you want
1:34:35the opportunity you're selling to seem
1:34:37as brand new as possible.
1:34:40This explains a lot, doesn't it?
1:34:43This is why copying the latest outreach
1:34:46technique that Uncle KJ or some other
1:34:50guru has put out on YouTube doesn't work
1:34:53is because if thousands of people have
1:34:55seen this outreach and they start
1:34:57spamming it, that means that it's no
1:34:59longer new in the market. It's faded.
1:35:02It's used. It's saturated. This is why I
1:35:04have to sell the the my copyrightiting
1:35:07outreach systems only in copy elite. I
1:35:09can't give them away for free because
1:35:10they simply don't work. And so this is
1:35:12why you have to learn how to become a
1:35:15first a first principal thinker. We talk
1:35:16about this a lot in foundations.
1:35:19But if you don't learn how to become the
1:35:22person who creates the new method, then
1:35:25you're freaked in the long run because
1:35:27you're always going to be dependent on
1:35:29someone like me who does think in first
1:35:31principles to create these methods for
1:35:33you. And if you're not the person who
1:35:35creates them, then you don't get the
1:35:36benefits of being first to an outreach
1:35:39strategy or to a thumbnail
1:35:42thing or to an offer to whatever. The
1:35:45first person gets the lion share of the
1:35:48market to start with because it's
1:35:50they're the new they're the they're the
1:35:52brand new thing. So, think about this
1:35:54with um there's this think about a
1:35:57simple way
1:35:59in like the the main consumer world.
1:36:01Think about the iPod. The iPod was not
1:36:04an MP3 player. It was something brand
1:36:07new. Yes, it played music, but people
1:36:10didn't see it as an MP3 player. They saw
1:36:12it as the iPod. It's a whole new thing.
1:36:15And that inspires so much dopamine and
1:36:18buyers. So, anytime you see these words,
1:36:21you can kind of think of new, obviously,
1:36:23new,
1:36:24breakthrough, discovery, one-of-a-kind,
1:36:27disruptive, gamechanging, revealed.
1:36:31These all create the new emotion. And
1:36:34there's so many ways to do this, largely
1:36:36through creating your own things, which
1:36:37is what we're going to talk about right
1:36:40now. And the goal, the goal with this
1:36:42new emotion is to create this epiphany
1:36:45in your audience's head that gives them
1:36:49that feeling of new and creates hope.
1:36:53That's the whole idea.
1:36:55And we'll talk about this in depth and
1:36:57belief shifting and how all this happens
1:36:58and how you actually do this, you know,
1:37:01section by section. But the whole idea
1:37:04is if you can create this new thing that
1:37:08makes sense to them and is believable,
1:37:11you create all this hope, you set
1:37:13yourself apart from the market and they
1:37:15have to buy from you. And you have the
1:37:17motion there that's already been brought
1:37:19up to
1:37:21stimulate that action. And so let's look
1:37:23at some examples.
1:37:25What I recommend is learning how to
1:37:27create concepts that are new to your
1:37:30audience. And so we'll go over some
1:37:32macro opportunities and then some micro
1:37:35opportunities. So macro opportunity is
1:37:37probably the easiest one to spot. This
1:37:40is the big problem or the method that
1:37:42you're selling. So for instance, this is
1:37:45not your product. This is the method,
1:37:48the problem that your product solves.
1:37:51So, for example, advertising might be
1:37:55played out. It might sound like seem
1:37:56like a boomer word to guys our age, but
1:38:00copywriting didn't. Copyrightiting
1:38:03sounded new. We never heard of it
1:38:05before, and it was exciting. And look,
1:38:08now we're all here learning this new
1:38:09thing called copyrightiting. But to
1:38:12people who copyrightiting has been
1:38:13around forever,
1:38:15it's already played out. They failed
1:38:17with it in the past. they have negative
1:38:19emotions with it because they were sold
1:38:20something that didn't work with
1:38:21copyrightiting. And that's why that's
1:38:23when I created the new opportunity
1:38:25called digital persuasion. And I sold
1:38:27$90,000 worth of this low ticket product
1:38:30at scale by creating this brand new word
1:38:33called digital persuasion.
1:38:36I didn't stick with it because I think
1:38:37it's sort of corny and also no one knows
1:38:41what copyrightiting is. So the market is
1:38:43not saturated at all. Um, but to the the
1:38:46small audience that I had back then,
1:38:48copywriting was pretty saturated and
1:38:50when I launched this brand new thing, it
1:38:51worked. Or how about copywriting versus
1:38:54ghost writing? This was something that
1:38:57um, what is this guy's name? I can never
1:38:59remember his name, but he's a he's a
1:39:01Twitter guy and he pretty much packaged
1:39:03copywriting as this new thing called
1:39:05ghostwriting and made a lot of money
1:39:07doing it. Or how about the Eman example?
1:39:11Marketing agency sounded kind of
1:39:12boomerish, kind of boring. So, he
1:39:14created SMMA, social media marketing
1:39:18agency. It sounds new. It's something
1:39:19completely different even though it's
1:39:21really the same thing. Or how about this
1:39:23one? This one is uh pretty good with our
1:39:25generation of online info, meaning like
1:39:28this 6 month to 12 month gap of people
1:39:30who came into the space this one certain
1:39:32time. Anyways, consulting/ agency versus
1:39:37growth operating, it's the same freaking
1:39:40thing. You're consulting someone or
1:39:43you're doing something for them to grow
1:39:45their business. It's consulting an
1:39:47agency, but it's brand new, right? It's
1:39:49growth operating. It's completely
1:39:51different. It's inspires hope and it
1:39:54works like crazy. Or how about the
1:39:57classic ClickFunnels example from
1:39:59Russell Brunson? You've got websites
1:40:02versus funnels. All a funnel is is a
1:40:05website. It's a simpler version of a
1:40:08website. It's very, very simple. but he
1:40:11rebranded it completely. And there's a
1:40:13cult following of people like us who
1:40:15build funnels all because this dude
1:40:17created this one word. I want you to
1:40:19know the world did not spawn in with the
1:40:22concept funnels. Russell Brunson made it
1:40:25up. It's not like a thing that's in the
1:40:27Bible. It's literally a brand new
1:40:29concept. It's just a website. But
1:40:32earlier in 2000, the website was a new
1:40:35opportunity. No one had heard of
1:40:36website. And so, um, as I'll say a
1:40:40million times,
1:40:42what sounds new and believable to your
1:40:45audience depends on their specific
1:40:48conditions, 100%.
1:40:52SMMA could be a completely
1:40:55dead horse that's been beat to death, or
1:40:57it could be a brand new opportunity
1:40:59depending on who you're you're talking
1:41:01to. It all depends on your audience.
1:41:04So, going over the new micro
1:41:06opportunities. And so, this is a really
1:41:08cool way to do things, cool way to sell,
1:41:10especially in this like organic
1:41:13um day and age where chances are you're
1:41:17talking to your audience a lot before
1:41:19they end up buying your stuff. Instead
1:41:21of it just being one sales letter, you
1:41:23have a lot of time. You can create these
1:41:25new micro opportunities.
1:41:28So, in my organic branding, in my
1:41:31YouTube videos,
1:41:33I talk about systems over cold DMs. So,
1:41:37cold DMs sounds painful. It sounds like
1:41:39it you've tried it before and it didn't
1:41:41work. There's a lot of pain that you
1:41:42probably have with cold DMs. But when I
1:41:44talk about creating outreach systems, it
1:41:47sounds new. You're like, "What? I can
1:41:49create a system, a factory to give me
1:41:51clients?" It sounds new. Even though
1:41:53it's it's very simple. It's right. It's
1:41:55nothing crazy, but all you need is that
1:41:57little bit of hope and it just breathes
1:41:59life into your sales message. Or how
1:42:01about this? Cold DMs. Everyone was
1:42:03talking about slinging cold DMs versus
1:42:05highv value outreach. I created this out
1:42:08of thin air. Like it sounds like it came
1:42:12from the beginning of time because uh
1:42:14we'll talk about in a second how to, you
1:42:16know, make these things sound good, but
1:42:18it's a new micro opportunity. So high
1:42:20value outreach is a micro opportunity
1:42:22that I teach in copy elite. Clearly also
1:42:27the hyperarning cycle. It's a new micro
1:42:28opportunity that I've taught and you'll
1:42:30learn in this exact module.
1:42:33When I first came on the copyrightiting
1:42:34scene, everyone was preaching emails.
1:42:37All you got to do is write some emails.
1:42:38And so all the guys who had been through
1:42:40all these courses, they'd all tried
1:42:42emails and they failed. And so what I
1:42:45taught is, hey, the real money is in
1:42:47sales pages. And all a sudden everybody
1:42:50was like, "Yo, I got to learn sales
1:42:52pages." They felt hope. They were
1:42:54wanting to do copywriting again. So
1:42:56inside the big opportunity of
1:42:57copyrightiting, I was teaching this new
1:43:00micro opportunity called sales pages.
1:43:02And a lot of you guys were reignited
1:43:04with hope. Went out, made some money.
1:43:07And so you must understand that you will
1:43:10not know what what is new and what's
1:43:12believable without understanding the
1:43:15specific conditions. There's a reason
1:43:16why I've put this course in the order
1:43:18that it is. You can't do this well
1:43:20without understanding specific
1:43:22conditions. Because if I didn't know the
1:43:24copyrightiting market, I would have no
1:43:25clue that emails were played out and
1:43:28people didn't want to learn them much
1:43:29anymore. I would not have known that
1:43:31sales pages were new and people weren't
1:43:33doing them. It's all about understanding
1:43:36your audience. So,
1:43:39let's talk about one of my biggest
1:43:41secrets that I've not seen very many
1:43:43people talk about at all. People talk
1:43:45about the new opportunity and creating
1:43:47mechanisms, but they don't talk about
1:43:49how to create like fire mechanisms, the
1:43:52things that really hit and cause so much
1:43:55persuasion.
1:43:57So, I hope you're ready. The key to
1:44:00creating new opportunities,
1:44:02new mechanisms, new methods that sound
1:44:06unique and exciting is they have to also
1:44:10appeal to the logical part of their
1:44:13brain. example. It needs to be exciting.
1:44:16It needs to sound cool. It needs to have
1:44:18aura. But it also needs to make sense
1:44:21and sound believable.
1:44:23And this takes some time to get good at.
1:44:26But the main thing is don't be corny or
1:44:28weird. It needs to have some aura to it.
1:44:31And this takes practice. I can't just
1:44:33immediately teach you guys how to do
1:44:34that. It just takes some some time and
1:44:36some thought. But let's look at some
1:44:38examples.
1:44:40Once again, highv value outreach. This
1:44:43was a huge selling point. Like I saw
1:44:45this fractal across the market when I
1:44:46started teaching it. People were like, I
1:44:48want to learn high value outreach. How
1:44:49do you do this versus if I called it the
1:44:53KJ method?
1:44:56Do you see why this doesn't work? Think
1:44:59about it.
1:45:00It has a bit of neediness to it because
1:45:02I'm using my own name. There's no aura.
1:45:05It doesn't appeal to the logical side
1:45:07because the KJ method doesn't give you
1:45:09any insight into why this thing might
1:45:12actually work, but the high value
1:45:14outreach method does.
1:45:17Do you see how you can kind of
1:45:18understand what the method might be
1:45:20about, but you still don't know how to
1:45:22do it? You're thinking, "Oh, yeah.
1:45:26Instead of sending this low value stuff,
1:45:28I'm be sending something of high value."
1:45:31And it's so it sounds so believable.
1:45:33It's so logical, but yet it creates
1:45:36action because you still don't know how
1:45:37to do it. And that creates insane
1:45:40curiosity. They're like, "Yeah, I
1:45:42believe this thing is going to work just
1:45:43by the name of it. It sounds believable,
1:45:46but they don't know how to do it." And
1:45:47so the curiosity is through the roof. Or
1:45:50high value outreach versus one-of-a-kind
1:45:52outreach. Notice how like weird this
1:45:54sounds and kind of just lame, like
1:45:57loserish.
1:45:58Or the hyperarning cycle versus the
1:46:01turbo info method.
1:46:04It's subtle and the hyper learning cycle
1:46:06could could seem a little bit corny
1:46:08honestly, but it's proven. It works.
1:46:10People love the idea. So, it's all about
1:46:12just it takes some time.
1:46:16It takes some time. You you have to
1:46:17develop a bit of taste and uh it comes
1:46:20from studying what works.
1:46:23Or how about this one? In a lot of
1:46:25Eman's sales sales like promotions, his
1:46:28big launches, he talks about the
1:46:31unconventional path and how you must
1:46:33take the unconventional path because if
1:46:36you take the conventional path, you'll
1:46:38get what? Conventional results. And you
1:46:40don't want conventional results. You
1:46:41want outsized results. So you must
1:46:44realize it only comes from the
1:46:45unconventional path. It's such a
1:46:48logical,
1:46:49simple, easy message to understand,
1:46:52right? You're thinking, "Yeah, that
1:46:54makes sense. If I go to school, I'll
1:46:57probably get what everyone else went to
1:46:58school gets, which is mediocre income,
1:47:01mediocre life. But if I do this other
1:47:05thing, insert Iman's new, you know,
1:47:08method here. If I do this, I'll get
1:47:10unconventional results." Now, imagine he
1:47:13imagine he named it something. This is
1:47:15honestly not that bad. You can make it
1:47:17way worse. But imagine it was called,
1:47:21"Hey bro, you don't need to do the
1:47:23average lifestyle. You need to take the
1:47:24secret road map of the elite 1enters."
1:47:28Do you see how that sounds so forced? It
1:47:30sounds kind of corny and it it doesn't
1:47:33sell versus the unconditional path. It
1:47:35just seems like, wow, okay, frick. Yeah,
1:47:38that makes sense. Or how about this? A
1:47:41lot of guys whenever they join Copy
1:47:42Elite,
1:47:47they go through, you know, stuff like
1:47:48this and they learn how to use these
1:47:51crazy, you know, tactics and and sales
1:47:53methods and they want to start slinging
1:47:56outreach using some crazy sounding thing
1:47:59and they don't get results. Why? Because
1:48:01a business owner, someone who's more
1:48:03aware, who's been in the game for a
1:48:05while, who can see through a lot of the
1:48:07salesy stuff, they want something
1:48:10believable, but it still has to sound
1:48:12new. Don't get me Don't get me wrong
1:48:14here. You still have to use these
1:48:15emotions, but you have to do it subtly
1:48:18in a brand new way. And so, look at this
1:48:20proven inbound IG system. We have system
1:48:24sounds easy. Proven sounds safe.
1:48:28Inbound shows them that you know what
1:48:30you're talking about and it gives them
1:48:32it gives them an idea of like what this
1:48:34system is and how it works, but they
1:48:36still don't know how to do it. It sounds
1:48:38professional, but it still sounds new to
1:48:41them versus the fourpronged IG explosion
1:48:44method
1:48:46and it sounds corny. But this might work
1:48:50for like a consumerbased, you know, new
1:48:54unaware audience. So, it all depends on
1:48:56specific conditions. Like I said, right
1:48:58there, disclaimer, I'm going to put it
1:48:59everywhere because you guys are going to
1:49:01not make any money unless you fully
1:49:03grasp this. So, yeah, really, really
1:49:06cool. Like I said, I've not seen anyone
1:49:09talk about this. So, I hope you guys are
1:49:10enjoying it. This is some some crazy
1:49:12ninja stuff. Like, this is literally I
1:49:14mean, you're seeing it right here. I
1:49:16made, you know, 700K off words like this
1:49:20high value outreach. It's insane.
1:49:23Insane.
1:49:25Kyle Milligan calls only the alter ego
1:49:28of new. Because if you can show how this
1:49:30opportunity is the is only available
1:49:32through your offer through working with
1:49:35you, then they have to inherently
1:49:37believe that it's new. Because if they
1:49:38can only get it from you, then they've
1:49:40never seen it before and they can't get
1:49:41it anywhere else. Meaning this is they
1:49:43have to take action now with with you.
1:49:46So cool. And using these opportunities
1:49:48that they've only heard from you makes
1:49:51it sound like they can only get it here.
1:49:53So when someone talks about highv value
1:49:54outreach in the copyrightiting space,
1:49:57they think of me because I'm the one who
1:49:59kind of pioneered it, who came up with
1:50:01it. And I'm not some genius guy. I'm an
1:50:03idiot. I just it just sounded cool to
1:50:05me. And I thought if it sounds cool to
1:50:06me, it sound cool to other people. And
1:50:07it and it did. But that's why if you
1:50:10want to learn high value outreach, they
1:50:12say you have to come to me because this
1:50:13new thing makes it seem like it's only
1:50:15here available at Copelite.
1:50:19Cool. Like I said, we'll cover examples
1:50:20later, but those are some really good
1:50:22examples. Number four, big and FOMO,
1:50:26meaning fear of missing out. So,
1:50:28psychology of big. When an opportunity
1:50:31seems big, it demands attention. It
1:50:34signifies important importance. It
1:50:36creates intrigue and it appears
1:50:39rewarding. This also creates the fear of
1:50:41missing out referred to as FOMO.
1:50:44And so when an opportunity is big,
1:50:46meaning like
1:50:48a lot of people are paying attention to
1:50:50it, it's it it creates intrigue. There's
1:50:53also a reward tied to it.
1:50:56Um or some kind of big
1:50:59consequence if you don't pay attention
1:51:01to it. Like imagine a hurricane is
1:51:03coming. That's that's kind of like the
1:51:04the emotion like oh man something big is
1:51:08coming or Christmas is coming or you
1:51:10know something like that. There's a big
1:51:12thing that's coming and you must pay
1:51:14attention to it. You must see the
1:51:16importance. It creates intrigue and
1:51:18there's some kind of massive reward or
1:51:20massive consequence depending on if you
1:51:22pay attention to it. And that leads to
1:51:25FOMO. It's a very strong emotion.
1:51:28So the fear of missing out is a
1:51:29psychological phenomenon characterized
1:51:31by anxiety or unease about the
1:51:34possibility of missing out on a positive
1:51:36experience or opportunity that others
1:51:38are having. Um, this also plays into a
1:51:41lot of like the social aspect of of
1:51:43humans. We want to stay connected. We
1:51:45want to be in the know. And if we're
1:51:47not, it leads to envy, dissatisfaction,
1:51:50and feeling like we're not as fulfilled.
1:51:52So translation is very simple. We pay
1:51:56attention to big stuff, and we don't
1:51:58want to miss out on a big opportunity
1:52:00that everyone gets in on. So creating
1:52:03this big and FOMO can be a little more
1:52:05abstract than the previous three.
1:52:09But after some practice, you'll find it
1:52:11easy to spot in the copy that you're
1:52:13studying. And so here are some words you
1:52:15can look for. Big, huge, once in
1:52:18a-lifetime breakthrough, fast, fastest
1:52:21growing, only seen twice in history,
1:52:23world changing, this will change
1:52:24everything, massive.
1:52:27You want readers to feel an overwhelming
1:52:29urge that something big is going on and
1:52:33they don't have time to wait. They need
1:52:35to act fast. So Kyle Milligan talks
1:52:38about how fast is kind of the alter ego
1:52:40of like big and FOMO. Um they kind of
1:52:42all go together because when you create
1:52:44a big thing and you create this need to
1:52:47act fast, it just feels like okay
1:52:49there's this there's this general sense
1:52:52of mass urgency. I need to do something
1:52:56and big will kind of inherently happen
1:53:00as you nail the other three emotions.
1:53:03But just remember that you need to you
1:53:05need to add some hype in your copy. It
1:53:07needs to sound
1:53:09dope. It needs to sound like something
1:53:10big is is happening so that they don't
1:53:13want to miss out on it. Really cool. Um
1:53:18very very very important. Very
1:53:20important. And you can even notice this
1:53:23in subtle things. So think about the
1:53:24intro to this video to this module.
1:53:27Think about how the professional editing
1:53:31makes it feel big. It makes it feel
1:53:33legit, professional. So, it's not always
1:53:35about copy. Everything ties together in
1:53:38your promotions to give it this feeling
1:53:40of larger than life. And you don't want
1:53:42to miss out on it. It's the It's the
1:53:44little things, guys. And everything has,
1:53:46that's what I'm saying is there's a
1:53:48reason for every single thing a great
1:53:50marketer does. And if you think that,
1:53:53oh, they just did this because it's cool
1:53:54or or they got lucky, don't don't think
1:53:58like that because you're going to miss
1:53:59the most amazing epiphies and insights
1:54:02because you're not looking. And success
1:54:04leaves clues. No matter whether you like
1:54:06somebody or not, you think they got
1:54:07lucky or you don't agree with the way
1:54:09they do something, if they're
1:54:10successful, there is clues for you to
1:54:12pick up and to apply to whatever you're
1:54:14doing. Cool.
1:54:17Let's go over balance. You see, like
1:54:20everything else in life, balance is key.
1:54:24If you push on these emotions too hard,
1:54:27your copy might come off as very salesy
1:54:30or too dramatic, unbelievable.
1:54:34Once again, this is another area which
1:54:36is highly dependent on the specific
1:54:38conditions of your target audience. If
1:54:41you're targeting people who have been
1:54:43burned by a more direct and salesy
1:54:46marketing in the past, they're more
1:54:48likely to respond negatively to the type
1:54:51of that copy in the future.
1:54:54So a lot of people have gone through
1:54:57this early era of online courses and the
1:55:00way that a lot of people sold online
1:55:02courses was very direct response, very
1:55:05pushing these high emotions, lots of
1:55:08promises and claims and making things
1:55:10seem larger than life. And then a lot of
1:55:12courses in this early area, early era of
1:55:16online education just don't live up to
1:55:18that hype. And so the next time that
1:55:22people like us saw that type of copy, we
1:55:25thought this person has got to be a
1:55:27scammer. It can't be that good. And so
1:55:30we had a negative connotation to this
1:55:33very direct response salesy copy.
1:55:37But don't let that fool you because
1:55:40remember the first time that you went
1:55:43through a massive online promotion or
1:55:45went through a webinar, went through a
1:55:47funnel or got sent some marketing
1:55:49emails, you were digging it up. You were
1:55:51eating it up, bro. Like, you were
1:55:53excited. I remember when I first
1:55:54received uh the emails to one of Iman's
1:55:58first like promotions on YouTube, bro. I
1:56:00had that thing notified on my phone. I
1:56:03was checking my email every day. Like, I
1:56:05was literally bot mode. I was so into
1:56:07this big thing Eman was putting on. Um,
1:56:12yeah. So, I mean, it's all about
1:56:13specific conditions. So, don't treat
1:56:16everyone like they're in the same state
1:56:18as you.
1:56:21You know, you're you're hours into this
1:56:22course at this point. You're not normal.
1:56:25People don't do this. You know, people
1:56:27don't study marketing like you and
1:56:29they're not as burned or as aware as you
1:56:32are as all of this stuff. But if you're
1:56:35selling to business owners or you're
1:56:37sending outreach to business owners or
1:56:38guys who sell info, like you got to know
1:56:40who you're talking to, and this is where
1:56:43balance is key. So, let's look at this
1:56:45example. I'm actually going to zoom in a
1:56:46little bit so you guys can see it. Um,
1:56:48it came out a little small in the
1:56:49diagram, but it looks sick, though. So,
1:56:51here we have balance. I want you to
1:56:53notice how both sides are saying the
1:56:56same
1:56:58what they're pushing the same emotion,
1:57:01but look at the balance. Look at how
1:57:02cranked up the right side is versus the
1:57:04left side. So left side, how to write
1:57:07content without getting bored. I want
1:57:10you to know that this thing on the right
1:57:12is saying the exact same thing. This is
1:57:14a bullet from Ben Settle, by the way,
1:57:16from his break neck context sales
1:57:18content sales page. He says, "How an
1:57:20almost inhumanely productive business
1:57:22author and copywriter who has written a
1:57:24100 books and probably 100 plus ads
1:57:27tricks his brain into cranking out
1:57:29exciting new content for up to 12 hours
1:57:32per day and without ever getting bored
1:57:34or burnt out." He's saying the same
1:57:36thing. Both examples push the same
1:57:39emotion, but the right side displays
1:57:42when you crank this emotion, pushing it
1:57:45up to 100%. Where the left side pushes
1:57:48the same emotion, but more subtly. So,
1:57:51like I said, if you're marketing to
1:57:53people who
1:57:55have been burnt by this stuff and they
1:57:56don't like the sales,
1:58:00this might work less than just saying
1:58:02how to write content without getting
1:58:04bored. Especially in this age of organic
1:58:06content, people want to feel authentic
1:58:08and don't want to be too salesy and
1:58:09there's a lot of like trust already
1:58:11inherently in by the content and by the
1:58:14content creator that you can just say
1:58:16this and it might work better.
1:58:19So as mentioned above, there's no
1:58:22universal right way to do it. The bullet
1:58:24on the left is not better than the
1:58:26bullet on the right. It all depends on
1:58:28the scenario. Who are you selling to?
1:58:31What state are they in? What what type
1:58:32of copy are you writing?
1:58:35It all depends on what you're selling
1:58:37and who you're selling to. And this goes
1:58:40a little deep here, but um
1:58:44even the same person can be in a
1:58:46different state.
1:58:48They might see this bullet on a YouTube
1:58:50video and feel turned off. They might
1:58:53see this bullet though on a on an
1:58:56Instagram ad and it might work.
1:59:00It gets tricky, but it all depends on
1:59:02what state of mind and what is the
1:59:04conditions of your audience's brain when
1:59:08they see this stimuli, when this piece
1:59:10of copy. And as a great rule of thumb,
1:59:12what I would say, and most of you guys
1:59:14are going to not take this advice, but
1:59:16you really should because it's going to
1:59:17help a million% in your journey of
1:59:19learning this skill and this language,
1:59:21is to push your copy to 110% on the
1:59:24sales side to make sure you're pushing
1:59:27emotions. and then in your editing, tone
1:59:30it down to a level you think your
1:59:32audience is comfortable with. So, what
1:59:34we what you would do is don't start by
1:59:36writing the thing on the left.
1:59:40Like we talked about above, you're no
1:59:42different from the rest of us humans.
1:59:44You want the easier route. And so,
1:59:46you're going to want to just write this
1:59:47bullet and move on. But what you should
1:59:49do is write a bullet more like the one
1:59:52on the right. Write your headlines, your
1:59:54subject lines. Make them sound crazy
1:59:56emotional
1:59:58and then tone it down afterwards. It's a
2:00:01lot easier to go too far and then just
2:00:03pull it back than it is to to do nothing
2:00:06and try to push yourself to go further
2:00:07later. So go too far and then tone it
2:00:10down. You want to view it kind of like a
2:00:12thermostat. That's how I used to teach
2:00:13this concept. It's a sales.
2:00:16So crank it all the way up until it's
2:00:18way too hot. Sounds a little bit crazy.
2:00:20And then tone it down to where it's just
2:00:22right.
2:00:23Cool.
2:00:25Let's go on to learning the language.
2:00:28The secret to making serious money with
2:00:30this skill is using the hyperarning
2:00:33cycle to learn the language of
2:00:35copyrightiting as fast as possible. Like
2:00:38I talked about above, this is how I was
2:00:40able to make a year's progress in like
2:00:43two months and hit 10K a month the very
2:00:45next month is because I didn't view
2:00:48copyrightiting as another bag of tricks.
2:00:50I viewed it as a language. And if you
2:00:52can learn how to learn the language
2:00:53extremely fast, that's when you get
2:00:56ahead of everyone. Um, you see, most
2:00:58people don't make money with
2:00:59copyrightiting is because they're
2:01:01learning it using what I call the snail
2:01:04approach.
2:01:05And that is as follows. If if this is
2:01:08you right now, please, it's okay. Don't
2:01:10worry. It's why I'm making this video.
2:01:12You're all right. You can completely
2:01:13change, but um don't be offended.
2:01:16Actually, be offended. This should piss
2:01:18you off. You should not want to be slow.
2:01:20So, here we go. You spend 95% of your
2:01:23deep work time watching copyrightiting
2:01:25YouTube videos. You spend 4% of your
2:01:28deep work time reading other people's
2:01:31copy that probably isn't even that good.
2:01:34Then you spend 1% of your deep work time
2:01:36writing your own copy. And to be honest,
2:01:39based on what I've seen from students
2:01:40and everything, this is best case
2:01:41scenario. Like a lot of you guys aren't
2:01:43even doing deep work. And if you are,
2:01:45you're spending probably 99% of it
2:01:47watching YouTube videos or just watching
2:01:49modules. Um, that's a recipe for subpar
2:01:52results at best. Now, instead, I'd like
2:01:56to show you how to hyper learn the
2:01:59language of copywriting using a very
2:02:01simple daily routine.
2:02:04Do not fall for the trap that you need
2:02:07some kind of complex algorithmic
2:02:10crap to win. You don't. You need simple
2:02:14and consistent
2:02:16and effective. If you do the things that
2:02:19really push the needle every day and you
2:02:22make it as simple as possible so you can
2:02:23do it every day over time, it's going to
2:02:26be very hard for you to not win. So
2:02:28that's what the hyperarning cycle is.
2:02:31You do, you learn, you study, you
2:02:34iterate, you do, and you repeat this
2:02:36every single day. This is exactly what I
2:02:39did to hit 10K a month in copyrightiting
2:02:41in two months. Exactly. I did this every
2:02:44day. Um I'm sure I slacked off one or
2:02:47two days, but like I was I was going
2:02:48crazy. So, let's go over how to do it
2:02:50and then we'll walk through a cycle
2:02:52together.
2:02:54Number one, do
2:02:56in the copywriting hyperarning cycle,
2:02:58the do is the action. It's writing a
2:03:01piece of copy. So, every day, if you
2:03:04just write one piece of copy, you can
2:03:06check off the do in this cycle. And the
2:03:09more time you have, the more experience
2:03:10you get, the longer form copy you write,
2:03:13the more copy you write, the more pieces
2:03:15of copy you write. But for now, don't
2:03:17overthink it. Just write a piece of copy
2:03:19every day.
2:03:21Ask yourself, how many how many days in
2:03:24the past couple months or since you
2:03:26started copyrightiting, have you wrote a
2:03:28piece of copy that day? Seriously.
2:03:31And guys, I I hope you know that I don't
2:03:33just teach this stuff to sound cool. I
2:03:36do it. I don't know if you guys have
2:03:38seen me, but I've uploaded every day on
2:03:41my raw channel on my like daily. It's
2:03:43called KJ Daily, and I upload a
2:03:4410-minute video every day. Why? Because
2:03:47that's the hyperarning cycle of me
2:03:50speaking and me learning to make
2:03:52content. And so instead of watching a
2:03:54bunch of videos on speaking and trying
2:03:56to learn from a bunch of books and crap,
2:03:58I just speak every day and I review it
2:04:01every day. And then then I watch book
2:04:04then I not watch books, idiot. See, I'm
2:04:06iterating on my speaking right now. Just
2:04:07took note that I'm an idiot.
2:04:11Watch courses, read books after I've
2:04:15done the thing for the day. First thing
2:04:17I do is record stuff. So anyways, do
2:04:20write a piece of copy. Number two, learn
2:04:23watch one of these modules again and
2:04:24take notes. So you can watch, you know,
2:04:27YouTube videos, free YouTube videos,
2:04:29whatever, but the the chance of that
2:04:31information is probably going to be very
2:04:32watered down, probably not very first
2:04:33principle. I would highly recommend you
2:04:35guys just watch these modules over and
2:04:37over again because it's first principle
2:04:39stuff and I know this stuff works
2:04:41because it makes me it's made me almost
2:04:42a million dollars in revenue in the
2:04:44first two years of me doing this. So
2:04:46watch these modules again or read old
2:04:49copyrightiting books. Um I'll link my
2:04:52library below the school module. You
2:04:55guys might be a little bit um
2:04:58tempted to go look at all my notes, but
2:05:00just look at the books and buy them if
2:05:01you want. Like I said, these modules
2:05:03have been made from the essence of all
2:05:05those books and then my own
2:05:06understanding and then times five. So I
2:05:09would just probably watch the modules.
2:05:11But anyways, number three, study.
2:05:14Read a great piece of copy, break it
2:05:17down, and take notes. This was huge. So
2:05:21obviously doing was the most important
2:05:22thing I did, but the second most
2:05:24important thing that I did compared to
2:05:25everyone else is I was reading the
2:05:28language. I was trying to speak the
2:05:30language of copyrightiting by immersing
2:05:31myself in it every day. They say the
2:05:33best way to learn Spanish is to either
2:05:36go to Mexico and spend a year there or
2:05:39to watch Spanish- speakaking television
2:05:42all the time to immerse yourself in the
2:05:44language. The reason why you can't speak
2:05:45copyrightiting is because you're not
2:05:47sitting there and and listening to it
2:05:48and reading it and soaking it in every
2:05:51single day. So, what I'm going to do is
2:05:53I'm going to provide you a metric crap
2:05:56ton of free copy, not free copy of like
2:06:01a metric crap ton of copy resources for
2:06:03you to just break down under this school
2:06:06module. We'll we'll go over this and
2:06:08synthesis some more in module 8. It
2:06:10should be um but if you need somewhere
2:06:13if you hear excuses, I don't know what
2:06:14to study, I'm going to give it all to
2:06:16you. Super simple. And then number four,
2:06:18iterate. Use your notes from learning
2:06:21and studying to rewrite your piece of
2:06:24copy from earlier.
2:06:27And so how I'm learning to speak is I'm
2:06:30speaking every single morning in a
2:06:3210-minute video. I'm watching videos.
2:06:34I'm reading books, buying courses. I'm
2:06:36watching other speakers who are very,
2:06:38very good at the art of speaking. And
2:06:40then I'm taking notes from those two and
2:06:42I'm changing what I do the next day. And
2:06:45so what I did before this module is I
2:06:48learned a trick about reading a book for
2:06:50five minutes and trying to pronounce
2:06:53everything with a super wide mouth,
2:06:56hitting every single syllable like this.
2:07:00And it's funny that helped me iterate
2:07:02and make this module a little bit more
2:07:04understandable. So, like I said, we'll
2:07:07walk through this entire cycle together
2:07:09in the synthesis module, but for now,
2:07:12let's start by just applying what you've
2:07:14learned today. I want to make this very
2:07:16actionable, very simple. So, step one,
2:07:20what we're going to do is we're going to
2:07:21study. We're going to do number three.
2:07:23We're going to do do the studying
2:07:24together right now. Hope you're excited.
2:07:27I never seen anybody do this in the
2:07:28course. This is going to be super sick.
2:07:30So, I want you to pause the video and
2:07:32make a copy of this mirrorboard. So,
2:07:33don't pause it yet. Click on this um
2:07:35link in the resources. You're gonna
2:07:37you're gonna pull up this mural board.
2:07:38It's gonna look just like this. What you
2:07:40can do is right click these three dots.
2:07:41Go to board, duplicate. If you don't
2:07:43have a mural account, make one. It's
2:07:46free. Duplicate this board. And you're
2:07:48going to have a board like this. What
2:07:50I'm going to do is I'm going to go ahead
2:07:50and do this. And so we're going to
2:07:52duplicate.
2:07:54Um we'll do that.
2:07:56And now you'll have a board that you can
2:07:58draw on. So, what we're going to do is
2:08:02you're going to pause this video. You're
2:08:04going to go line by line in each piece
2:08:07of copy one at a time, making note of
2:08:09the core emotions, the general
2:08:11conditions, the subtext that the writer
2:08:14is trying to push with the text. Then,
2:08:16you can resume this video and watch me
2:08:19break down the same copy to check your
2:08:21work. Then, I want you to repeat for
2:08:22each example. If you sit here and just
2:08:26like the way I talk and freick around
2:08:27and eat popcorn and never do anything,
2:08:29there's no way you actually learn this
2:08:31stuff. So, you should feel bad if you
2:08:34don't do this, honestly, is what I'm
2:08:36saying. So, I want you to do is pull
2:08:38this up and I want you to pause the
2:08:40video right now. Go to basic email
2:08:42number one. This is an email from an old
2:08:44Imongazi promotion, one of the first
2:08:46emails I ever studied. And I want you to
2:08:49take the pen for blue and highlight
2:08:53everywhere that you see the new emotion.
2:08:56How is he pushing new? Then I want you
2:08:58to do the same thing for easy and safe
2:09:00and big using these colors. And then
2:09:02after you're done, come back, unpause
2:09:05this video, and you're going to watch me
2:09:06do it right now. So pause the video, go
2:09:09do that, and I'll see you back in a
2:09:10second, and we'll go through this.
2:09:16All right.
2:09:18I want you to know if you didn't pause
2:09:19the video,
2:09:22have fun being worse than everyone else.
2:09:24Being real with you here. So hopefully
2:09:26you pause the video. You went and did
2:09:28this and we're going to crack into it as
2:09:29soon as I take this big gulp of spring
2:09:31water.
2:09:35All right. So what we're going to do is
2:09:37let's go through and let's look for a
2:09:38new.
2:09:40How do people get rich? That's the big
2:09:42question. And also you're going to
2:09:43notice there's a lot there's a lot going
2:09:45on here. I mean, this is a real email
2:09:47that made a lot of money or was part of
2:09:49a pro a promotion that made millions.
2:09:51And so, u there's there's so many things
2:09:53to take away, but for now, I just want
2:09:55you to focus on just the new easy safe
2:09:57big. That's all we want to focus on.
2:10:00There's one thing that most millionaires
2:10:02have in common. You might think it's
2:10:04because none of them went to college or
2:10:05university, but it's not. In fact, most
2:10:08millionaires did not go to college,
2:10:09university. So that begs the question,
2:10:11what is one trait winners have in
2:10:14common?
2:10:15This we're we're hinting that something
2:10:18new could be could be coming here. This
2:10:20one trait trait is is honestly pretty
2:10:23new in this online space. Like they're
2:10:25like, "Oh, trade." Sure, you could say
2:10:28that they're all hardworking,
2:10:29determined, and confident, but that
2:10:31sounds superficial. Lots of people
2:10:33embody those traits and aren't
2:10:34millionaires. That's no real formula for
2:10:37success. There's something much more
2:10:39deeprooted than most millionaires have
2:10:40in common. The answer is the fact that
2:10:42none of them achieve their success
2:10:43university, let alone school. Instead,
2:10:46over the course of the last six months,
2:10:47I launched an investigation into the
2:10:49truth behind the education system. What
2:10:51I found was been entirely detached from
2:10:52its roots. All millionaires follow the
2:10:55same five principles that originally
2:10:57made education so powerful. These five
2:10:59principles all the way back to ancient
2:11:00Greeks. Um, principle, you may ask, is
2:11:03called the rescue.
2:11:07Yeah. So, honestly, I don't uh really
2:11:10see anything necessarily new here.
2:11:14The only thing I would say is
2:11:24the whole idea of it is kind of new. You
2:11:26know what I'm saying? Like, it's
2:11:28something
2:11:29it's it's funny because it's actually
2:11:32old. He's pushing the new emotion by
2:11:34talking about how old it is. and that
2:11:36creates curiosity and it's something
2:11:38that's new to us. We don't know what
2:11:40this trait is. Um, so yeah, not a whole
2:11:44lot of new there honestly. So, let's go
2:11:46over easy. Let's check that out. Let's
2:11:48take out the green. Like I said, you
2:11:49guys might be uh better than me trying
2:11:51to do this live for module.
2:11:54A little bit tougher, but no excuses.
2:11:56Let's go. I'm exposing their secret.
2:12:00Exposing is new. Honestly, should have
2:12:02put that on there. How do people get
2:12:04rich? That's not a question. Um, it's
2:12:07not.
2:12:08Okay, this pushes easy a little bit
2:12:11because they did not go to these things.
2:12:13What is the one trait?
2:12:17There's no form of success. The answer
2:12:20the school instead
2:12:23the truth attachment roots.
2:12:27All right, we have five principles.
2:12:33How do you get access? All you need to
2:12:34do, boom, there's new. So the action,
2:12:36what we want here is to click this thing
2:12:39to save your spot.
2:12:41Best part, 100% free and online. Sorry,
2:12:44this I mean easy. 100% free, 100%
2:12:46online. Easy, easy, easy. Soon as you
2:12:49can sending a special message who sign
2:12:51up now. That's new. Sorry, I just had to
2:12:54warm up for a second, guys. I had to
2:12:55warm up. So, actually, there's a lot of
2:12:56there's a good bit of new here. So,
2:12:57we've got new and special message,
2:13:01private WhatsApp. It's only you can only
2:13:04get it here. Never say publicly.
2:13:08Um
2:13:11that is pushing only a little bit
2:13:12because you can only get it there.
2:13:15Five uh lead to real success truth.
2:13:19Okay, cool. So
2:13:21yeah, I say that's pretty good for new
2:13:23and easy. Let's talk about safe. Let's
2:13:27see if we can see some safe in here.
2:13:36There's so many there's so much at work
2:13:38here that and we'll what I might do is
2:13:41we might cover this email again to show
2:13:42you like all the other psych
2:13:44psychological stuff here. This is more
2:13:46of um if you knew where this email fit
2:13:48into the whole promotion. You'll see how
2:13:50how insane it is. But we'll go over that
2:13:53later. Uh what are we going over? We're
2:13:56looking for safe. Okay. Five principles
2:13:58foundation. All right. foundation of
2:14:00real success
2:14:03date all the way back that feels safe
2:14:06once again we're talking about how it
2:14:07happened you know it's it's historical
2:14:09it's proven uh first episode how do I
2:14:12get access the best part soon as you can
2:14:19um real education
2:14:22that's pretty safe in touch okay now big
2:14:26this is where we're going to start
2:14:27marking stuff up. Rich is big. The whole
2:14:31thing I'm exposing
2:14:33their secret. This seems massive. Um,
2:14:37one thing that millionaires have in
2:14:39common.
2:14:41I went to college university.
2:14:45Okay. Launched as investigation
2:14:48investigation into the truth behind the
2:14:50education system. Do you feel how big
2:14:52that sounds? Also, 6 months adds to the
2:14:55big because it took a while. This in in
2:14:57the online space, six months is a
2:14:58freaking eternity. U five principles a
2:15:01day all the way back. This is big. This
2:15:03is big. Um the rescue I mean freak the
2:15:06even name sounds big. This is like they
2:15:09were bro they were so good at creating
2:15:11the big emotion in these things. Like it
2:15:12is insane. Save your spot sounds big. Uh
2:15:16get access soon as you can. Sign up as
2:15:18soon as you can. FOMO.
2:15:22Learn the truth behind the education
2:15:24system. Real success. real success, real
2:15:27education, save your spot. Now, yeah,
2:15:29pretty cool. So, lot of emotions going
2:15:31on here. As you'll see, we're going to
2:15:33go into even more, and some of these are
2:15:35going to get crazy, but um this is a
2:15:38little bit little bit more subtle on the
2:15:39emotional side of things. What he's
2:15:41doing here, we'll talk about this later,
2:15:42is he's he's throwing rocks and
2:15:44confirming suspicions a lot because what
2:15:46this email does is it's it's building
2:15:48trust for when he really sells on those
2:15:51the webinar type videos. And so, not a
2:15:54whole lot as far as the emotions as some
2:15:56stuff, but yeah, you guys get the point.
2:15:59We'll go over that later. Email number
2:16:01two. This is actually one of my OG
2:16:03emails that was on my email list when
2:16:05people signed up. So, here we have I
2:16:07can't take it anymore. That we'll just
2:16:08go through line by line and do each one.
2:16:10So, I can't take it anymore. This sounds
2:16:13big. I've had enough. Big. If I hear one
2:16:16more boomer say, just go to college and
2:16:18get a stable job. I might puke. How can
2:16:21they be so blind? That sounds big. We
2:16:23have the greatest opportunity in the
2:16:25history of mankind.
2:16:27Yet they want us to play it safe. This
2:16:29is a crazy line because it's like huge
2:16:31big also throwing rocks at boomers. Get
2:16:34real. They might have been right 30
2:16:36years ago, but this isn't 30 years ago.
2:16:37They're missing one giant fact that us
2:16:40young kids know. The internet changed
2:16:43everything. So I am literally just
2:16:46shoving the big emotion like crazy right
2:16:48here. Then we get into here's how you
2:16:50can learn anything in the world for
2:16:54free. So we'll talk about that. Sounds
2:16:57pretty easy.
2:16:59Easy. You can level up high value skills
2:17:02that actually make you a ton of money.
2:17:04This would be big. Big. Yeah, we're
2:17:06talking about big here as well.
2:17:09Boom. You can build businesses with
2:17:11insane leverage
2:17:13using low cost or free tools. That's
2:17:17easy.
2:17:19You can leverage social media algorithms
2:17:20to grow and monetize an audience. That
2:17:22would be big,
2:17:25getting the result without spending a
2:17:27dime. So, we talked about easy here. And
2:17:30this is the easy on the resource side of
2:17:31things. You can network with high value
2:17:33individuals all over the world. If you
2:17:35aren't playing the great online game,
2:17:37you'll be left in the dust. So, I am
2:17:38like just shoving. I'm spamming the big
2:17:41emotion like crazy. So, if you're ready
2:17:43to start playing, be on the lookout for
2:17:45these emails. I'll be giving away tons
2:17:46of dope value every single week. I'm
2:17:50going show you these boomers, the power
2:17:51of the internet. So, once again, just
2:17:52more big here. So, yeah, this is really
2:17:54an email just to honestly get people
2:17:56excited to open my future emails. So,
2:17:58the reason that I chose big is because I
2:18:01wanted them to sign up to my email list
2:18:03and be like,
2:18:05"Wow, I want I want them to feel like
2:18:07this is different." Right. I wanted them
2:18:10actually the whole email by pushing big
2:18:12pushes the new emotion to my whole email
2:18:16list. Like signing up to KJ stuff is new
2:18:19because this is something big. It's
2:18:21different. It's crazy. So hopefully that
2:18:22makes sense. But this is what you guys
2:18:24need to do, you know, for yourself and
2:18:26break this stuff down. All right. Now,
2:18:30let's go over um sales letter one. I
2:18:32forgot to mention it in the last one,
2:18:33but if you haven't paused the video and
2:18:34done this, go pause the video, break
2:18:36this one down. Let's go through it
2:18:37together. This is a um little sales
2:18:39letter from Zerak. So, he's gonna he's
2:18:41he cranks the sales the monitor pretty
2:18:43high because he's selling to people like
2:18:45us. So, um yeah, you'll see it. It's
2:18:48pretty good. So, we'll go through it.
2:18:53All right.
2:18:55Here we have attention. What is that?
2:18:58Big. The biggest Here we go. The biggest
2:19:01profit opportunity in internet money
2:19:03history is upon us. Screaming big. how I
2:19:07use AI. Oh, actually we'll do big run 15
2:19:10operate a seven figure run rate big. But
2:19:14this is easy, right? Anytime you use AI,
2:19:17you're just screaming easy. Also easy
2:19:21with one copyriter. This will allow you
2:19:23to add 10 additional clients without
2:19:25this. Easy, easy, easy. All of this is
2:19:28what big. So he is just hitting us
2:19:32immediately with a lot. This is also
2:19:35pushing big. You see where he says 10
2:19:37additional clients in all caps. There's
2:19:39a reason he's capitalizing this stuff is
2:19:40because he's emphasizing that emotion
2:19:42he's trying to push. What you're about
2:19:44to read could cause a bloodbath in the
2:19:47B2B marketing industry. It will leave
2:19:50hundreds of thousands jobless, broke,
2:19:51and wondering where did it all go wrong.
2:19:53While the savvy action takers win the
2:19:55lion share of clients. Um, oh, he's just
2:19:59spamming big and easy right here. with
2:20:02leaner teams, less stress, and higher
2:20:04profit margins. So, here we have a lot
2:20:06of emotion in just what we're looking at
2:20:09right now. And notice how he channels
2:20:12this. We'll talk about this later, but
2:20:14he channels all that emotion to this one
2:20:16word. The reason, simple. So, it's like
2:20:19all this emotion is now focused. So, all
2:20:22that you just felt is like boom right
2:20:24here. The reason is simple.
2:20:26I've unlocked the most powerful
2:20:28artificial intelligence copyrightiting
2:20:30SOP on the planet. Once again, he's
2:20:33tying all that into massive easy
2:20:36artificial intelligence copyrightiting
2:20:38SOP. Notice how he says AI, the full
2:20:41word to make it sound bigger and uh and
2:20:45even easier. I've unlocked the most
2:20:49powerful super big SOP. It sounds easy
2:20:53to a business owner on the planet. Big.
2:20:56If you don't pay attention to pay
2:20:57attention to what I'm about to show you,
2:20:58you're going to be left behind. Big
2:21:00FOMO. This is so powerful that my agency
2:21:02literally hit a seven figure run rate.
2:21:04Big howund hours of research, trial and
2:21:07error. Like he's just spamming big like
2:21:09crazy. That's all he's really doing
2:21:10here. I put together a program that
2:21:12allows my entire business to run off one
2:21:14copyriter and artificial intelligence.
2:21:16Um, also forgot to add this is also
2:21:18playing into a lot of new. So, as you'll
2:21:22notice here, this he's probably not
2:21:25heard. No one's ever heard of this. This
2:21:27sounds new and only. He's talking about
2:21:30everything that he has done, which makes
2:21:32it feel like only. He's put together a
2:21:34program that run my entire business, one
2:21:35copyrightiting uh one copyriter in
2:21:38artificial intelligence.
2:21:40Once again, we're doing big and easy
2:21:42here just all throughout this. Um, still
2:21:45big big benefits.
2:21:48It's it's just going to be big and easy
2:21:49throughout this whole thing. I mean, you
2:21:50can go through and and see it, but like
2:21:52copywriter makes more money. AI lets him
2:21:55write better copy at a faster rate. He's
2:21:57able to take on more accounts without
2:21:59decreasing quality. Big and easier. P
2:22:03profit margins skyrocket with AI. Big
2:22:06easy.
2:22:07You def you defeat the inherent problem
2:22:10of BB service as your ability to scale
2:22:12is no more limited by how many employees
2:22:13you have. Whoa, that's really big.
2:22:16Sounds super easy.
2:22:18Um, what else we got here? Here we go.
2:22:22Actually, we actually have we have some
2:22:23safe going on. This is nice. We have
2:22:24some safe here. Um, look at all this. We
2:22:28have some data, some charts. We talked
2:22:29about how that is safe. They're begging
2:22:34me. Social proof. This is also big. Big
2:22:36big and safe. If if other people are
2:22:38begging this guy for this SOP, then it
2:22:41feels real. Um, first, I wasn't going to
2:22:44release it. Why not? Why profit from it?
2:22:46it'll pretty much first to market. Um,
2:22:50this is also this is very very advanced,
2:22:53but he's addressing one of the biggest
2:22:56false beliefs of like selling info,
2:22:58doing something like that. It's like why
2:22:59not profit from it first? So, this is
2:23:01also kind of a little bit to safe
2:23:02emotion.
2:23:04Um, cool. Tell you how to get on this
2:23:06FAQ.
2:23:08Um, in the FAQ, what he's doing is this
2:23:12is just easy, easy and safe. So, can a
2:23:15novice copyriter use this? Yeah. And
2:23:18does it work for email copy? No. Who's
2:23:20this for? Uh, yeah. You guys can
2:23:21continue reading on. He's he's using FAQ
2:23:23to continue pushing these emotions.
2:23:26But yeah, look at that, guys. A lot of
2:23:30big and easy at the start of his
2:23:32message. And uh that's very important.
2:23:34Very important. So, let's move over to
2:23:36salesletter 2, which is one of my sales
2:23:38letters that did almost 100K. I think it
2:23:40was like 90 something in total in like
2:23:42six months or so. Most of that being the
2:23:44first three that I launched it. Pretty
2:23:46crazy. So, um, let's break it down.
2:23:48Sales letter number two.
2:23:51KJ the anti-guru reveals the real secret
2:23:54to making money online.
2:23:57Big big. How anyone What is that? We're
2:24:02immediately freaking pushing the easy
2:24:05thing. Can master the art of digital
2:24:07persuasion. The mechanism itself. Here
2:24:10we have, let's see, we've got easy going
2:24:12on. No, not easy. We've got new going on
2:24:14immediately. So, take out the blue.
2:24:16We've got new digital persuasion also
2:24:18sounds big. The way that I positioned I
2:24:20remember spending a lot of time on this
2:24:21headline and I went with master the art
2:24:23because it added this big feeling to it.
2:24:26Um, can make 51 15k per month. That
2:24:28sounds big as well from anywhere in the
2:24:31world. At this point, I'm pushing I'm
2:24:33pushing easy
2:24:35like like crazy. So, I want people to
2:24:37feel and I and I know this because of my
2:24:39audience. Most of my audience was from a
2:24:42third world country, third or second
2:24:44world. And so by saying anywhere in the
2:24:46world, all of a sudden I just nailed it.
2:24:49Um yeah, and here we have a little bit
2:24:52of safe, little bit of big going on by
2:24:53specific numbers and saying, you know,
2:24:56you can make a lot in this amount of
2:24:58time. Also sounds easy as well because
2:25:00of the time limit being like lower. So a
2:25:03lot going on there. Cool. Have you ever
2:25:05wondered why does it seem like
2:25:07everyone's making money except me?
2:25:09What's the real secret behind these
2:25:11gurus here? I'm just doing a little bit
2:25:12of digging up pain. But as far as
2:25:15emotions, I'm kind of pushing the big
2:25:17because I'm saying there's a real secret
2:25:19that no one's telling me. If that's you,
2:25:21I've got your back, brother. Here, I'm
2:25:23just making feel a little bit of safety.
2:25:25Not actually because it's not really any
2:25:27credit or anything, but just I've got
2:25:29your back the next few minutes. What is
2:25:31that? That is easy. I'm going to reveal
2:25:34the actual secret. So, we have easy and
2:25:35big going on. the same secret allowed me
2:25:37to do this much in this amount of time.
2:25:39So, we've got big. And to be honest,
2:25:41it's not even a secret. It's actually
2:25:42very simple. If you'll notice, me and
2:25:45Zerak doing kind of the same same kind
2:25:47of thing here. It's a lot of big, a lot
2:25:49of easy to start the message in the
2:25:51lead. And then we're bringing it to a
2:25:53point by saying it's it's actually very
2:25:56simple. So, all these emotions, boom,
2:25:58the reason is simple. It's actually very
2:26:00simple.
2:26:01Um, if you notice, we don't actually
2:26:03reveal anything. That's part of copy.
2:26:05You just continue leading them on. It's
2:26:08very simple. What is this massive easy
2:26:11emotion? Despite what the gurus have
2:26:13told you, you don't make money online by
2:26:15doing all this stuff. Now, what you guys
2:26:17might not realize is this is pushing the
2:26:20easy emotion because all these things
2:26:23are hard. And by saying that this stuff
2:26:26is what what I'm selling is not this
2:26:29stuff, they're thinking that it's easy
2:26:30because it's not these things that are
2:26:32hard. By contrast, I'm also throwing a
2:26:34lot of rocks here. We'll talk about that
2:26:36in the following modules.
2:26:38Freick all that. I'm going to be honest
2:26:39with you. If you aren't making money
2:26:40online, it's because one simple reason.
2:26:41You haven't learned the most valuable
2:26:43skill the 21st century. A lot of big
2:26:45here. The most valuable skill of the
2:26:4721st century. I could have just said you
2:26:50haven't learned a skill, but I I played
2:26:52it up with big for a reason, guys. For a
2:26:56reason. I was in a dark place. This
2:26:59sounds pretty big. Had one goal, make
2:27:01money online. I tried everything. I
2:27:02tried and failed. I was ready to give
2:27:04up. Um, few weeks later I discover it's
2:27:06going to change my life forever. The new
2:27:08skill. Look at that. Pretty pretty cool,
2:27:11eh? Literally using new right there. So
2:27:13that would actually be blue. The brand
2:27:16new skill that made me this much big.
2:27:19It's normal Monday nights. He was making
2:27:21over this much. So here I'm talking
2:27:22about what I'm doing is I'm driving
2:27:24insane emotions over this thing, this
2:27:27skill that I'm going to reveal. So
2:27:30before I reveal it, I want there to be a
2:27:32huge emotional attachment to it. So I
2:27:35say with this skill, Dan made this much
2:27:38money in online income. So very big. And
2:27:41then I'm just slapping it with easy
2:27:44without employees, without starting
2:27:45this, without doing this. And the
2:27:46craziest part, he was only working four
2:27:48hours a day. Crazy. I was speechless.
2:27:51Once again, I'm playing up the emotions
2:27:54by me showing how emotional I was when I
2:27:56discovered it. That's going to transfer
2:27:58to them. I had to figure it out. Dan had
2:28:01mastered one extremely valuable skill.
2:28:03The most valuable skill. Once again,
2:28:04we're talking about big here. The name
2:28:07of this golden skill. Even the word that
2:28:09is just trying to make it sound big.
2:28:11Digital persuasion.
2:28:14As I studied Dan's content, I began to
2:28:16understand the real reason I was broke
2:28:18wasn't because of this. It wasn't
2:28:20because of this. It was because of this.
2:28:21I became obsessed with persuasion. Um,
2:28:24here I'm just telling, we're doing story
2:28:25selling, which we'll cover the following
2:28:27modules.
2:28:29If you combine persuasion with the power
2:28:32of the internet, you can persuade more
2:28:33people in less time without needing any
2:28:35money to start. So here I I knew that
2:28:38this was a the probably the most
2:28:39important part of this entire sales page
2:28:41up to this point is I'm about to reveal
2:28:43this thing that I built all this emotion
2:28:45for. So what I did is I wanted to go
2:28:48super big, super easy. So as you notice
2:28:51in here, we've got a lot of big and a
2:28:54lot of easy. So, the real secret to
2:28:56getting rich insanely fast. What did I
2:29:00talk about? Fast speed FOMO. If you
2:29:03combine persuasion with the power of the
2:29:05internet, power being freaking adding to
2:29:08the big emotion. You can persuade more
2:29:10people in less time without needing any
2:29:12money to start with. Meaning more money,
2:29:14less time, less effort. Big, bigger,
2:29:18faster, easier, easier. All from
2:29:20learning one skill, digital persuasion.
2:29:22Now, here's where we tie it all together
2:29:24with the new. They've never heard this
2:29:27mechanism before, ever. So, this is all
2:29:30this emotion is on this new thing. They
2:29:32can only get here. This is why the sales
2:29:35page did so many numbers with such
2:29:37little traffic and it's still printed. I
2:29:38mean, insane conversion rates. So,
2:29:41instead of spending time, energy, and
2:29:43money persuading people in person, these
2:29:45guys were persuading millions of people
2:29:46at once using the power of the internet.
2:29:48Big and easy. again everywhere I look I
2:29:52began to see digital persuasion at work
2:29:53and this is once again just adding the
2:29:56big emotion to the new so all you can do
2:29:59all this this is all digital persuasion
2:30:01whoa it's crazy
2:30:03um here we talk about a lot of just safe
2:30:06I think I had orange for that so I'm
2:30:09showing actual proof I'm giving specific
2:30:11numbers um I'm literally using big here
2:30:15so big and easy um I go over some more
2:30:19you numbers, specific numbers, proof.
2:30:21So, at this point, I'm swapped more on
2:30:23how do I show them that this was real?
2:30:26So, I've got their interest. They see
2:30:27how the potential, but now they're a
2:30:29little skeptical. How do they know that
2:30:31this stuff actually works? How how did
2:30:33it work for me? And can it work for
2:30:35them? So, by doing that, I'm showing
2:30:37them all this proof, and then I'm
2:30:39showing a lot of proof. Um, and I'm
2:30:41adding to the big and easy emotion by
2:30:43showing all these guys who made a lot of
2:30:45money doing the same thing I did. And
2:30:47all this emotion, the safe and big and
2:30:49excitement is all around digital
2:30:52persuasion. And um cool here you can see
2:30:56me going crazy again because I'm about
2:30:57to release like the I'm about to drop
2:30:59the price and show the everything. I'm
2:31:01about to, you know. Yeah, it's about to
2:31:03get crazy. So what do I do? Not many
2:31:06people know this skill yet. FOMO
2:31:09opportunity big. There's a massive
2:31:12opportunity. I'm literally spelling it
2:31:13out for them. Massive opportunity for
2:31:15those who learn immediately. Big FOMO
2:31:17fast. So the question is, how do you
2:31:19learn it fast and make your first
2:31:20thousand dollars online then? Easy.
2:31:23Without doing this, without doing this,
2:31:24without doing this, I got you, bro.
2:31:26That's why I've done everything I know
2:31:28about digital persuasion. The exact And
2:31:30here at the last second, I could have
2:31:31just left it. But instead, I wanted to
2:31:32throw in another big hitter. The exact
2:31:35knowledge has generated me and my
2:31:36clients over 350K in the past few months
2:31:39into something that will change your
2:31:40life forever. Digital Persuasion School.
2:31:44Boom. Now I'm dropping the the thing.
2:31:46This is the core. Notice how the entire
2:31:47course is around this brand new
2:31:50mechanism. That's it. That's why it's
2:31:53sold so much. And then you could see me
2:31:55go crazy on the bullets in here. Scale
2:31:58any business. Take full advantage of the
2:32:00attention economy to make you and your
2:32:02clients rich. Just that one bullet just
2:32:05sounds like big, massive. Um, yeah,
2:32:09there's a lot of big and easy in here
2:32:11because here I'm trying to stack up
2:32:12value. It's big, it's easy, I'm adding
2:32:15safe. Like, it's all in here. Um, and
2:32:19here we want to really push this big
2:32:22FOMO to get that action out of them to
2:32:24click the button to buy now. You're
2:32:26still early FOMO. Save your spot before
2:32:29it's too late. FOMO. This is the
2:32:32opportunity you've been waiting for. Big
2:32:33FOMO. Um, I did a I still this is a
2:32:38really good I did a really good on
2:32:40scarcity. This is probably the best
2:32:41scarcity urgency I've ever done. Uh it's
2:32:43really good. Anyways, I'm talking about
2:32:46how this information is so valuable. The
2:32:47more people who have it, the less it
2:32:49becomes because of how crazy it is. And
2:32:51like now is your chance. It'll never be
2:32:53this price again. Buy now. Then I
2:32:55actually have the prices to show that
2:32:56this is legit happening. Um does this
2:33:00actually work here? We're just pushing
2:33:01some safe a lot of wins. Yeah, no wonder
2:33:04that page did so well. is pretty good,
2:33:06even if I say so myself. Pretty nuts.
2:33:09Um, yeah. So, this is really cool. This
2:33:11is I have another one here that you can
2:33:13break down on your own time. I'm using
2:33:15the description, but this one is kind of
2:33:18the same deal here. Just a long sales
2:33:19letter. And just look at how they do big
2:33:22and and and easy and safe and uh it's so
2:33:27sick. It's dope. Also, what I want to do
2:33:29is I wanted to throw in some more. I
2:33:30know a lot of you guys work with like
2:33:32fitness people and you are interested in
2:33:33doing more fitness type copy. What I've
2:33:35done is I've given you two great
2:33:36examples to break down over here. Some
2:33:38good examples and then also just some
2:33:40examples of people who don't do it as
2:33:42well. Not say that this is completely
2:33:44bad and you're seeing just a page. Like
2:33:46you you're not seeing the whole funnel,
2:33:48the whole sales message. So it's
2:33:49impossible to really say how bad it is.
2:33:52But just notice the lack of emotion in a
2:33:55lot of this copy versus this copy. So
2:33:57check it out. Notice how your copy might
2:34:00be more like this kind of worse examples
2:34:02and needs to be more like this where
2:34:04we're pushing some serious emotions
2:34:06here. So, really cool. And um I hope you
2:34:09guys enjoyed that little section of us
2:34:11doing this together. And uh yeah, like I
2:34:14said, I'll put together a giant resource
2:34:16of great copy that you can break down
2:34:18every single day in the resource section
2:34:21in this module on school. All I ask is
2:34:23that you promise me something. Promise
2:34:26me that you will not overthink, you
2:34:29won't procrastinate, and you're not
2:34:30going to spend eight hours breaking down
2:34:32copy when you should be following the
2:34:34entire cycle, meaning writing a lot of
2:34:36copy. Promise me that you're going to
2:34:38write just as much as you break down,
2:34:40and you will be fine. You'll be crushing
2:34:42it. Moving on to our final section here,
2:34:45iterating subtext in your copy. So,
2:34:48there's a lot going on in those
2:34:49examples, way more than just the
2:34:51subtext, but I want to focus on just
2:34:54this concepts that you've learned today.
2:34:55It's very powerful. And I want to make
2:34:57these concepts as tangible and useful as
2:35:00possible. So, let's go over a very
2:35:02stepbystep,
2:35:04notice what I did there, process that
2:35:07you can use to improve the subtext,
2:35:10meaning the emotion pushing in your
2:35:12copy. And so, the biggest problem with
2:35:14with you guys right now is you don't
2:35:16know what to write. meaning you don't
2:35:18know what words to write because you
2:35:20don't even know what subtext you're
2:35:22trying to accomplish. The reason why you
2:35:24hate sitting down to write some copy is
2:35:26because you don't know where to start.
2:35:29But if you understand, okay, what am I
2:35:32supposed to be doing right here? Am I
2:35:33pushing big? Am I pushing easy? When you
2:35:35when you get an idea of how to do that,
2:35:37the writing becomes easy because you
2:35:39just write whatever you think is going
2:35:41to push that emotion.
2:35:43So, let's go over this. Like I said,
2:35:45this is one of the many processes we'll
2:35:46cover throughout this course. All of
2:35:48which you can use in the iteration phase
2:35:50of hyperarning cycle. So throughout this
2:35:52course for everything, we'll be giving
2:35:53you, you know, step-by-step ways to
2:35:55implement this and make it very
2:35:56actionable. But today, I just want to
2:35:58talk about the subtext version. So in
2:36:01your iteration time, so what we did is
2:36:03is we just studied what you're doing
2:36:05right now is learning. So all you have
2:36:07to do on your own is is doing the thing
2:36:10and then iterating. So, I'm going to
2:36:12show you how do how would you iterate
2:36:14using these concepts. Let's do it. So,
2:36:17when when reviewing copy that you've
2:36:19wrote, you want to ask yourself which of
2:36:22the big four emotions do you think is
2:36:25the most important to push in this
2:36:28specific piece of copy for this specific
2:36:30audience? And so, different pieces of
2:36:33copy are going to have different main
2:36:35emotions you're going to be pushing. If
2:36:36it's something more like a a hype optin
2:36:39or it's a um you know dropping the price
2:36:42and getting people to buy now, it's
2:36:44obviously going to be much more on the
2:36:45the big side, the fast. You want to
2:36:47create that emotion versus if you're
2:36:50sending out, you know, some kind of
2:36:53value email just targeting some limiting
2:36:55beliefs. You might want to talk about
2:36:57the easy side. You want to show how easy
2:36:59your opportunity is and break their
2:37:00beliefs and make it seem super easy and
2:37:02that anybody can do it. So, it's
2:37:04important to remember like what is the
2:37:05main emotion you're trying to push? And
2:37:07if you have a long sales letter,
2:37:08obviously there's going to be all of
2:37:09them, but it's a good question to ask
2:37:11yourself. Number two, where and how can
2:37:15you push the easy emotion more? So, if
2:37:18you notice in me breaking down my sales
2:37:19page, there's a lot of places where I
2:37:21could have just I could have just
2:37:23continued on writing and went to the
2:37:25next section, but I took time to push
2:37:28these emotions a little bit harder. And
2:37:30that's because I iterated on that sales
2:37:32page a lot of times. And I would ask
2:37:34myself, where can I push easy more?
2:37:37Where can I push new more? Where can I
2:37:39push safe more? And where can I push the
2:37:42big and FOMO more? And then number six,
2:37:45which ties it all together, is based on
2:37:47my audience and this specific piece of
2:37:50copy, should I crank up the emotions or
2:37:53should I tone it down a bit? And if
2:37:55you're going through this question,
2:37:58you should honestly ever be asking,
2:38:00should you tone it down? Because like I
2:38:02said before, you want to just put as
2:38:04much emotion as possible into that piece
2:38:06of copy as you can to start with. That
2:38:09way, you only ever have to tone it down.
2:38:12So, those questions will make you a lot
2:38:14of money if you continue to do them
2:38:16daily. You're going to learn this
2:38:17language, and you're going to you're
2:38:19going to make some serious progress,
2:38:20man. It's going to be awesome. Um, so
2:38:22yeah, you'll be on the fast track to
2:38:24writing extremely compelling copy in no
2:38:26time. And uh, wow, thanks for being with
2:38:29here with me today. Quick reminder, um,
2:38:33these modules take a lot of time, a lot
2:38:35of pain, a lot of effort. It's my
2:38:37calling. I feel like God has given me a
2:38:38gift to do this, so I'm going to do it
2:38:40no matter what. But I can't lie, seeing
2:38:43your guys' wins and your breakthroughs
2:38:44and your thoughts and feedback on these
2:38:46modules gives me so much energy and it
2:38:49helps me push harder than I can without
2:38:51it. So, um, if you have time and you if
2:38:54if this genuinely gave you a
2:38:56breakthrough or this genuinely helped
2:38:57you make some money, do something,
2:38:58please just let me know. Don't don't
2:38:59fake it. I I want to hear only good
2:39:01genuine feedback. Even if it's bad, if
2:39:04you have some suggestions, send me
2:39:06those, too. And um it just gives me so
2:39:08much energy to know that the pain that I
2:39:10go through making these is so worth it
2:39:11to see the life change from you guys. So
2:39:13love y'all and I will see you in the
2:39:16next module.
2:39:17[Music]
2:39:28Welcome to the third module in the
2:39:30copyrightiting 101 course. Now in this
2:39:32module we have something extremely
2:39:34extremely important to cover. talking
2:39:36about how to create trust in your
2:39:38audience because without trust selling
2:39:40becomes extremely hard if not
2:39:43impossible. Meaning the following
2:39:45concepts are extremely important if you
2:39:47want to sell anything online. Now quick
2:39:51disclaimer. I highly recommend watching
2:39:52every previous module before this one
2:39:55because as always we'll be building on
2:39:57the concepts we've already talked about
2:39:58there. And if you don't understand those
2:40:00in depth well applying these will be
2:40:02hard and complicated. So with that out
2:40:05the way, let us dive straight in. The
2:40:07bridge of trust. There's an old Horoszi
2:40:10quote that I love. I don't know where he
2:40:11got it from. Maybe he made it up. But
2:40:13it's that sales is a transference of
2:40:15belief over a bridge of trust. So as you
2:40:20can see in this little diagram, we have
2:40:22you and your audience. And in order to
2:40:24transfer the belief they need to buy
2:40:27your stuff and change their life, they
2:40:29have to trust you. So, if people don't
2:40:31like and trust you, it doesn't matter
2:40:33how good your copy and sales messages,
2:40:36they're not going to buy. And if some of
2:40:39you are having trouble getting clients
2:40:41and selling products online or selling
2:40:44for your clients, it's probably because
2:40:46of this. It doesn't matter how good your
2:40:48copy is, your sales messages, your
2:40:50belief shifting is. If people don't
2:40:52trust you, they don't trust you.
2:40:54Meaning, they're not going to buy from
2:40:55you. They're not going to believe a word
2:40:56that you say. So, a simple example is
2:41:00imagine a friend that you love and trust
2:41:02deeply. This person has never lied to
2:41:04you. They've never led you astray and
2:41:06they call you and they say, "Yo, I got
2:41:08this thing you have to buy. It is
2:41:10amazing. I know it'll change your life
2:41:11because it changed mine. Dude, you got
2:41:13to get this thing like now."
2:41:16On the flip side, let's imagine you have
2:41:18some sleazy guy from high school that
2:41:20you remember. He was kind of a douche
2:41:22and always was trying to like get one
2:41:24over on people. always only looking out
2:41:26for himself. He's lied to you before and
2:41:29he comes to you and gives you this
2:41:30elaborate sales pitch about the same
2:41:32product. He has all the witty responses
2:41:35to your objections and he sells this
2:41:36thing like crazy. And from a sales point
2:41:38of view, he's crushed it. But there's
2:41:41still a low chance you buy from him.
2:41:43Why? Because you don't like him. You
2:41:46don't trust him. It doesn't matter what
2:41:47he says. And so oftent times us
2:41:50copywriters and marketers get so tied up
2:41:52in the funnels and the selling tactics
2:41:54that we forget the most obvious question
2:41:56which is do they even like and trust us?
2:42:01It seems so obvious but man we forget it
2:42:03because we get tied up in all the fancy
2:42:05stuff and forget the basics. And so in
2:42:08the future modules, we're going to dive
2:42:10deep into crafting compelling sales
2:42:13messages and how to chain beliefs and
2:42:15proof together to make your product and
2:42:17service irresistible emotionally and
2:42:19logically. But none of that matters if
2:42:21your audience doesn't like and trust
2:42:23you. Hence why this module comes first.
2:42:28Now before we get into this, I want to
2:42:31give just a quick warning.
2:42:33These principles are extremely powerful
2:42:35and should not be taken lightly. And I
2:42:37don't say that as some kind of sales
2:42:39method here. You've already bought this
2:42:41thing, right? So, I'm not selling you
2:42:42any further. I'm simply saying be
2:42:44careful. This stuff is extremely
2:42:46powerful. And these are the exact
2:42:48principles that have led to starting the
2:42:50world's largest brands. But these very
2:42:52same principles have created cults which
2:42:54led to the death of their followers. So
2:42:57before continuing, I don't mean to be
2:42:59scary or anything. I'm just saying
2:43:01please promise me that you'll devote
2:43:03your new power to good and not evil.
2:43:07Sell products and concepts, frameworks,
2:43:09services that bring good to the world,
2:43:12not evil. So use these to serve the
2:43:14market, not yourself. So with that out
2:43:17of the way, you're probably like, "What
2:43:19the freak is this going to contain?"
2:43:21It's going to be good. Trust me. Let's
2:43:23go over the 11 variables of likeness.
2:43:27The liking principle states that we are
2:43:30more likely to be influenced by people
2:43:33we feel a connection with or we like.
2:43:37Translation, we're we're more likely to
2:43:38trust people we like. And so if you look
2:43:40at this bridge of trust, each brick is
2:43:43made up of liking. So you trust someone
2:43:46because you like them. And we're going
2:43:49to go over the 11 variables of what
2:43:52creates that likeness. And so if you
2:43:54understand how to use each variable and
2:43:56you use them, you will create this
2:43:57bridge of trust like crazy. It'll be
2:44:00solid. It'll be firm. It'll be easy for
2:44:02people to trust you and for you to
2:44:03transfer beliefs. That's the whole point
2:44:05of this entire module. So in Robert
2:44:09Kadini's book, Influence, he describes
2:44:11how people prefer to say yes to those
2:44:13that they like.
2:44:15And multiple studies have not only shown
2:44:17this to be true, but to be one of, if
2:44:20not the most important variables when it
2:44:22comes to someone making a purchasing
2:44:24decision. So when it comes to someone
2:44:26deciding whether to buy or not to buy,
2:44:29whether they like you or not is one of
2:44:31the most important variables.
2:44:34And after studying countless books and
2:44:36almost doing a million in sales online,
2:44:40I can tell you he's freaking right.
2:44:42Liking is everything. There's been so
2:44:45many times where my funnel has sucked
2:44:47and my copy had sucked and I didn't know
2:44:49what I was doing, but because people
2:44:51liked me, they bought. Think about you.
2:44:55Maybe you bought Copy Elite back when I
2:44:58had the the like I've been through so
2:45:01many variations of terrible VSSLs and
2:45:03terrible funnels.
2:45:05And the entire time people still bought.
2:45:07I was still doing over, you know, 50K a
2:45:09month, 40k a month, no matter what. Why?
2:45:12because I just think people liked me.
2:45:14Liking is everything. And that's why I
2:45:17want to share with you the 11 variables
2:45:19of likeness because when you focus on
2:45:21leveraging these variables, you'll find
2:45:22that your audience will begin to fall in
2:45:24love with you or your client. So, here's
2:45:27our little diagram here. And what I want
2:45:29to do is we're going to go over each
2:45:31principle one by one. And then I'll show
2:45:33you some examples and practical
2:45:35applications for each. And then later on
2:45:37the module, I'll show you how all of
2:45:38these tie into real funnels for real
2:45:41brands, real personal brands to see how
2:45:43the best of the best are using these to
2:45:45sell products. I hope you're ready.
2:45:48Let's get right into it. So, like I
2:45:50said, each one of these principles is
2:45:52like a brick in your bridge of trust.
2:45:55So, the more you use these, the more
2:45:56trust you have, the more you can sell to
2:45:58your audience. So, number one,
2:46:01relatability, similarity.
2:46:04We like people that we relate to. People
2:46:07who share the same feelings, the same
2:46:09internal emotions as we do. We like to
2:46:12buy from people and brands that get us,
2:46:14that understand what we're going
2:46:16through. They understand how I feel.
2:46:18They understand how I'm feeling. They
2:46:20understand they're they know me.
2:46:24Also, we like people we are similar to.
2:46:28Those who have the same traits
2:46:29externally as we do. people who look
2:46:32like us, who think like us, who are in
2:46:33the same situations as we are. Meaning
2:46:36they share the same background. So
2:46:38people around the same age, people from
2:46:39your same hometown or country, people
2:46:42from the same culture, the same
2:46:43interest, they like the same sports, the
2:46:45music, hobbies, same values and opinions
2:46:47or appearance, social status.
2:46:51So relatability is more on the emotional
2:46:53side of things. So you cannot you can
2:46:56look super unsimilar to someone but
2:46:58still relate to them.
2:47:02That's how it differs. Relatability is
2:47:04more internally. Similarity is kind of
2:47:06more external factors. But these tie
2:47:09together to make this one important
2:47:11statement, which is the more your
2:47:13audience believes you feel how they
2:47:15feel, like the things they like, and
2:47:17look and talk the way they look and
2:47:19talk, the more they'll like and trust
2:47:20you. And so, a great example is memes.
2:47:24The reason why memes do so well is
2:47:26because they're extremely relatable.
2:47:28Whenever you see a meme that goes viral,
2:47:31it goes viral because so many people
2:47:32have felt or they know that same
2:47:36vibe the meme is giving off. That's what
2:47:39makes it so funny.
2:47:41And that's why like memes go a lot more
2:47:45viral than just a couple a bunch of
2:47:47words because the picture can convey so
2:47:50much more relatability and emotion and
2:47:52that sparks that liking and people share
2:47:55the meme and it goes crazy.
2:47:58Another example is when you talk about
2:48:00someone's specific conditions, they feel
2:48:02understood and similar to you and your
2:48:04brand. This is why this one is number
2:48:06one, by the way, because if you've gone
2:48:07through specific conditions, you
2:48:09understand that wow, if you can use
2:48:12their language and use their pain
2:48:14points, use their desires, talk about
2:48:16situations they've been in, it creates
2:48:18that relatability, similarity, which
2:48:20creates trust. So using similar
2:48:23language, talking about similar
2:48:24interest, similar hatreds and enemies,
2:48:28similar clothes, similar accent, etc.
2:48:32What's funny is I was in Africa a couple
2:48:34years ago and I was in like West Africa
2:48:39where no not many people go in Sierra
2:48:40Leon
2:48:42and it was so funny because this is
2:48:45gonna sound terrible. I never I was
2:48:47never so happy to see a white person in
2:48:49my life when I ran into this random
2:48:51white person because there's nothing but
2:48:52just African people and they're
2:48:54everywhere which is dope but I am not
2:48:56similar to them. I don't speak their
2:48:57language. Their even when they speak
2:48:59English their accent was so strong I
2:49:00could barely even understand it. Like
2:49:03you just want to kind of be around
2:49:04someone who gets where you're from. And
2:49:08so we ran into this one white dude,
2:49:10literally one person out of thousands
2:49:12that we talked to, this one white guy.
2:49:14And we were like, "Yo, you're from
2:49:15America." He's like, "Yeah, bro." And I
2:49:18never felt this strong connection to
2:49:20some random dude in my life. Just
2:49:22because I was around so many things and
2:49:23people that I was unfamiliar with. As
2:49:25soon as I saw someone I was familiar
2:49:27with, it was like, "Dude, you speak
2:49:30English. That's awesome. Let's talk
2:49:32about English stuff." So, yeah, that's
2:49:34what it feels like when you are the only
2:49:36brand that's talking and and looking the
2:49:39way that your audience looks and talk.
2:49:43So pretty cool. Another example is, you
2:49:46know, I use bro a lot. Brother,
2:49:50dude, all these are language that you
2:49:53guys probably use. And any females
2:49:55watching this, I'm sorry. I'm not a
2:49:56female. So, it's hard for me to kind of
2:49:58relate to y'all, but or it's hard for me
2:50:00to be similar to y'all, but I can relate
2:50:02to y'all by saying that we all come from
2:50:03the same feeling of wanting to be above
2:50:06average, wanting to set out on our own
2:50:08and build our own business. That's me
2:50:10relating to you no matter what you look
2:50:12or sound like or what gender you are.
2:50:15Pretty cool. Uh you also can see me
2:50:17doing this
2:50:19talking about interest. So I talk about
2:50:21video games. Why? Because you guys love
2:50:24video games. Therefore I talk about it
2:50:26which makes you
2:50:28relatable to me. And I don't do that out
2:50:30of some evil intention. I genuinely
2:50:32freaking love video games and I've been
2:50:34addicted to them for a long time and am
2:50:36a recovering addict. So when I talk
2:50:38about that, that's true of me. It
2:50:41relates to you guys and you guys are
2:50:43like, "Yeah, freaky yeah. We love video
2:50:45games." You get the point. All right,
2:50:47moving on to familiarity. Consistency.
2:50:49So, we like things that we're familiar
2:50:51with. Familiarity feels safe. Our brains
2:50:54are wired to prefer what we recognize,
2:50:56being faces, names, accents, style,
2:50:59because based on past experiences, it's
2:51:01less likely to be a threat and more
2:51:02likely to be rewarding. This is known as
2:51:06the mere exposure effect in psychology.
2:51:08So the more that we're exposed to
2:51:10something, the more we tend to like it
2:51:11just because it's familiar. So as you'll
2:51:14notice in a lot of these, they sound
2:51:16very similar, but there's little nuances
2:51:19that are different. So the difference
2:51:20between familiarity and these two above
2:51:22is familiarity is just how many times
2:51:24you've seen something. It feels safe.
2:51:29And just like the Africa example,
2:51:31when I was in Africa, it it was so weird
2:51:34because they have the same things, but
2:51:36they're not made out of the same
2:51:38materials. So they have cars, but they
2:51:40don't look like American cars. They have
2:51:42houses, but they don't they don't look
2:51:43like American houses. They're made out
2:51:45of like cinder blocks and cement. It
2:51:47just looks so unfamiliar.
2:51:50And you don't realize it until you're
2:51:52somewhere out of your comfort zone
2:51:54that's unfamiliar. You don't realize how
2:51:56familiar you are with the world around
2:51:58you that you live in on a daily basis.
2:52:00And uh what's cool about this is
2:52:03consistency creates predictable
2:52:05familiarity. So when someone sees you
2:52:08show up in the same way, same
2:52:10appearance, same energy, same values,
2:52:12they begin to feel like they know you
2:52:13and can trust you, even if they don't
2:52:15really know you that well or at all.
2:52:18So remember from last module,
2:52:20predictability feels safe and people
2:52:22trust what they can predict. And so when
2:52:25you are consistent, you feel safer than
2:52:28someone or some brand that is
2:52:29inconsistent. So these are a little bit
2:52:32complicated, but the examples make
2:52:34better sense of it. So first thing is
2:52:36your family.
2:52:38There's a funny Sam Ovens quote where he
2:52:40talks about how the only reason you like
2:52:41your family is because of impressions.
2:52:44Impressions. That's why you love your
2:52:45family because you've seen them more
2:52:47than you've seen anyone else. So you're
2:52:49more familiar with them, meaning you
2:52:50like them. This is a classic classic
2:52:53rule of advertising. If you've ever
2:52:56wondered when you see some ads and they
2:52:59are terrible, you're like, "How are they
2:53:01still running this ad? It's not good at
2:53:03all." Especially on TV and commercials,
2:53:06you got to realize it's because it's
2:53:08creating familiarity.
2:53:11Even if the ad was like terrible, if
2:53:13they put it in front of you enough
2:53:15times, you begin to trust this brand
2:53:17more than another brand who hasn't been
2:53:19put in front of you. And this works
2:53:21really well for stuff that people aren't
2:53:24like going and seeking out. For example,
2:53:28I don't know if you guys you guys not
2:53:29from America might not get this, but
2:53:30there's a Cheeits commercial. I'm going
2:53:32to show it to y'all real quick.
2:53:35It's hilarious. Cheeits.
2:53:38Who's the cheesiest?
2:53:42So, this Cheezits commercial has ran for
2:53:44I kid you not. I think it's may it might
2:53:47be older than four years. I feel like
2:53:48I've seen this commercial a bajillion
2:53:50times, but they run the same commercial
2:53:52every year again and again and again.
2:53:57And it's because they're creating
2:53:58familiarity. And so you might not want a
2:54:01cheese cracker at that moment. But when
2:54:03you go to the grocery store and you
2:54:04decide you want a cheese cracker,
2:54:07even if the advertisement sucks, you
2:54:09don't know the other brands. The only
2:54:10brand that you've seen is Chee It. So
2:54:12what do you choose? Cheeit.
2:54:15All because it's familiar to you. you've
2:54:17seen it before. This is also why I do
2:54:20daily uploads. So, part of one of the
2:54:22principles for my new daily channel that
2:54:25I'm testing is if I can create that
2:54:28familiarity with me, people will trust
2:54:31me more. They'll show up to my videos,
2:54:33they'll buy my stuff, and I'll be able
2:54:34to help them. And so, by uploading
2:54:36daily, I'm getting seven times the
2:54:39familiarity. And by not missing an
2:54:41upload, it creates this consistency. And
2:54:44so when someone goes to invest in my
2:54:46stuff or someone else's stuff, they look
2:54:49at me and think, "Wow, KJ's here for me
2:54:51every single day. He's consistent." And
2:54:55subconsciously they think, "Wow, okay,
2:54:59that's safe."
2:55:01That creates that feeling of safety. And
2:55:03so they end up going with me over the
2:55:05person who uploads every three months
2:55:06because they're like, "Well, what if
2:55:08they just stop? What if they stop
2:55:09helping? What if they don't work with
2:55:10the same niche anymore?" Yeah. So pretty
2:55:13cool.
2:55:14That ties into a very important concept,
2:55:16which is the same niche, same offer,
2:55:18same product.
2:55:21So, if you guys have been following me
2:55:23for a while, you'll understand that I've
2:55:24changed my funnel. I've changed the
2:55:26style of my videos. I've changed
2:55:27probably every freaking thing you can
2:55:29change. I've even changed my voice. I'm
2:55:31in the process of trying to change it.
2:55:33So, I changed everything. But when it
2:55:36comes to the things that really matter,
2:55:38I have not touched. Meaning I still help
2:55:41the same exact people as the very day I
2:55:43started. I still have the same offer as
2:55:46the very day I started. I still have the
2:55:49same product as the very day I started.
2:55:51Copy Elite has not changed at all.
2:55:53Meaning the product like I still sell
2:55:55Copy Elite. I haven't swapped to a brand
2:55:58new niche. I haven't swapped to some
2:56:00different offer. I haven't swapped to
2:56:02building a whole new product around
2:56:04speaking or a you know fitness product.
2:56:07I'm doing the same thing. And because
2:56:09I've done that for a year, those of you
2:56:11that have been following me for a year,
2:56:13you feel safer than someone who just
2:56:15popped on the scene, even if they're
2:56:17better than me, you're like, "Well, this
2:56:19KJ guy, he's been around for a long
2:56:21time. I know he's not going to swap up.
2:56:24I know he's not going to switch up and
2:56:25go just try to chase the bag because
2:56:27he's been here." So, yeah, familiarity,
2:56:30consistency. Also, this is why we tend
2:56:34to hang out with people from the same
2:56:36race as us. And this doesn't just mean
2:56:38skin color. It means like the culture
2:56:40because we feel familiar with those
2:56:43people.
2:56:45Same example of me being in Africa. When
2:56:47I saw a person speaking English, I was
2:56:48like, "Yo, talk English with me."
2:56:52Because we're familiar with it. A good
2:56:54example because I'm a redneck is Ford
2:56:57versus Chevy trucks. So, if you're not
2:56:59from the country or from America,
2:57:01there's a big debate in the South on
2:57:03whether Ford is better or Chevy is
2:57:05better. And if you grew up in a Ford
2:57:09family,
2:57:11you think that Ford is the superior
2:57:13truck because you're familiar with it.
2:57:15Your granddad drove a Ford, your dad
2:57:17drove a Ford, they bought you a Ford,
2:57:19and because you're familiar with Ford,
2:57:21you just think that it's better.
2:57:25Same is true for Chevy. If you grew up
2:57:26in a Chevy family, your whole family had
2:57:28Chevys. They talked about how good Chevy
2:57:30was. You rode in it since you were
2:57:32little. You drove it when you turned 16.
2:57:34you like Chevys because you're familiar
2:57:37and you'll make up all these reasons why
2:57:38you actually like it more, but to be
2:57:40honest, you know, it's because you were
2:57:42just raised in it. That's that's why
2:57:44you're familiar with it. Another good
2:57:46example is Odblock. So, there's this
2:57:49streamer um if you guys don't know, I
2:57:51play or I used to play a lot of
2:57:53Runescape. Let's see. Odblock.
2:57:57And there's this guy called Odblock. And
2:57:59I've been following him for a long time.
2:58:01And I'm not a huge fan of this guy or I
2:58:04wasn't.
2:58:06He uploads these videos every single
2:58:08day. And what's funny is because he
2:58:11uploads every day very very consistency
2:58:14and he consistently and he has for a
2:58:16long long time. Like I've not been a fan
2:58:20of this guy. I didn't like him when he
2:58:21first came on the scene. I watched a ton
2:58:23of other YouTubers. But here's the
2:58:25difference between him and the other
2:58:26ones. He has been dogheaded consistent
2:58:30since the very start. The dude just
2:58:33continues to put out content. And so
2:58:35what would happen is when I would want
2:58:37to watch a Runescape video, there
2:58:39wouldn't be any out there
2:58:41except for Odblocks. And so I was forced
2:58:43to just watch his video. And so when I
2:58:45watched it enough times, I actually
2:58:47began to like him. He didn't really
2:58:49change that much. It's just that I
2:58:51became more familiar with him. I
2:58:52understood the way that he did things
2:58:54and why he did things. And now, I kid
2:58:57you not, I watch his videos every
2:58:58freaking day. And the same, what's funny
2:59:00is the same is true as one of my best
2:59:01friends. He hated Odblock. And now he'll
2:59:04send me his videos just because I legit
2:59:07this guy is just consistent.
2:59:10And the more familiar we got with him,
2:59:12the more we end up liking his stuff and
2:59:14now we watch him every day. So really
2:59:16cool. Number three, authenticity,
2:59:19humanity. So we like people who feel
2:59:22authentic, people who seem real. This is
2:59:25why AI has got a long way to go.
2:59:29Um, and I saw a cool music video. Let me
2:59:32show you guys this.
2:59:34Uh, what is this guy name? Flume.
2:59:38So, Flume put out a music video the
2:59:39other day. And
2:59:42it's crazy. It's a wild looking video.
2:59:46Like, you can watch it on your own, but
2:59:48it it just looks so weird. Like, very
2:59:52weird. Uh, the song is incredible, but
2:59:56extreme, really weird animation. And a
2:59:58lot of the comments were talking about
3:00:00how
3:00:02the creativity is insane and there's no
3:00:04way that AI would just make something
3:00:06like this.
3:00:08Um, because it's authentic. It's just
3:00:10weird. And so, we like things that feel
3:00:13real, that feel human, authentic. And
3:00:16so, what they'll say is, "Oh, they're
3:00:18being themselves. It doesn't feel like
3:00:20they're pretending. I can trust what
3:00:21they're showing me.
3:00:24And part of that is we like people who
3:00:26feel human, meaning perfectly imperfect.
3:00:30So since we know that deep down that no
3:00:32one's perfect, no one's lived a perfect
3:00:34life except Jesus. Jesus is the only one
3:00:36who lived a sinless life just so he
3:00:39could die for our sins if we believe in
3:00:41him. We have relationship with God
3:00:43again. But because we're not Jesus and
3:00:45no one else has ever been Jesus, we
3:00:48distrust people who come across as
3:00:50perfect because deep down we know it's a
3:00:52lie. We feel like they're lying to us
3:00:54because we know that there's no human
3:00:57that's perfect.
3:00:59So when someone does show us their
3:01:01humanity, it builds trust because we
3:01:03realize they're imperfect just like us.
3:01:06So when someone seems perfect, they
3:01:08appear to be dishonest. When someone
3:01:12seems imperfect, just enough of
3:01:14imperfection,
3:01:15they seem honest. We want to trust them.
3:01:18They mess up. They get nervous. They
3:01:20overthink. They failed before. Hey,
3:01:21they're just like me. So, the more that
3:01:24your audience believes you're being real
3:01:26and not performing, the more they see
3:01:28your human imperfections, the more they
3:01:30like and trust you. And so, an example
3:01:32could be talking about your past
3:01:34failures. And bonus points if it's
3:01:37relatable and similar to your audience's
3:01:39failures. using your real voice, not
3:01:42corporate speak or perfect grammar. So
3:01:44you see in my sales messages I'll say
3:01:46bro and don't worry RN meaning right now
3:01:49and
3:01:51yeah just talking like not corporate if
3:01:55I was to what's funny is I use chat GPT
3:01:58to help me structure some of these
3:01:59modules once I have all the essence of
3:02:01it written myself but every time I have
3:02:04to go back through and reword it because
3:02:06it sounds too corporate. Even when I
3:02:08tell it to use my voice, it still can't
3:02:10do it because it's just too it's too
3:02:13corporate speak and people like
3:02:15mistakes. Laughing at yourself, showing
3:02:18mistakes in real time. These are great
3:02:19ways to show humanity. Showing and
3:02:21saying that you don't know everything.
3:02:23It's a great way. And a good example
3:02:26that I used to do in the past and I
3:02:28still do.
3:02:30So, one of the examples of let's see
3:02:35in my daily videos I am literally just
3:02:39trying to be as authentic and human as
3:02:41possible.
3:02:42I made a recent video talking about how
3:02:44entrepreneurship sucks and it's just a
3:02:46video talking about the hardships of
3:02:48entrepreneurship. Also in my other
3:02:51channel,
3:02:52I used to do these a lot and I still do.
3:02:57You see me talking about these
3:02:59achievements in my life, a message to my
3:03:02future self,
3:03:05why I follow Jesus, how it feels to hit
3:03:0810K a month. Like, look at how authentic
3:03:10and real that is and seems.
3:03:15So, pretty cool. My three-year battle
3:03:17with anxiety.
3:03:19Some of you might have seen that and
3:03:20thought, "Wow, this dude's kind of
3:03:22different from other YouTubers." Why?
3:03:23Because I'm just showing my failures
3:03:25live. It's cool.
3:03:28So, a really, really big warning here.
3:03:31Authentic does not mean oversharing.
3:03:35It does not mean showing everyone
3:03:36everything because there's aura and
3:03:39there's attractiveness in mystery. So,
3:03:42being authentic simply means choosing to
3:03:44share certain moments and not sharing
3:03:47everything. It's a delicate balance.
3:03:50What I like to say is don't record
3:03:51yourself pooing. That's kind of the
3:03:53concrete phrase that you can help
3:03:56yourself remember this by is there's
3:03:58there's a fine balance between showing
3:04:00your humanity and then just oversharing
3:04:02to the point where people are like, "I
3:04:05don't know if I love this guy. This
3:04:06guy's a bit overboard."
3:04:08Or sharing so many flaws that people
3:04:10start to doubt your skill. Um, just
3:04:13remember there's there's aura and
3:04:15mystery. Don't show everything, but also
3:04:18don't be a robot. Show some failures.
3:04:20Show your humanity. Show your the human
3:04:23side of you. And a good example about
3:04:25this is CEQ1.
3:04:28So I had the opportunity to have a
3:04:29couple guys on my team fly out and live
3:04:32with me for a few months. They literally
3:04:34lived right above me and some of them
3:04:35lived in my house and that was too much.
3:04:40It was definitely oversharing. And so
3:04:43they got to see every single part of my
3:04:45life and I got to see theirs. And we're
3:04:48just human. So
3:04:52yeah, you just don't want to overshare.
3:04:54It's like they start to realize that, oh
3:04:56man, maybe this dude's nuts. Maybe he's
3:04:58not the crazy leader I thought. Maybe
3:04:59he's just insane. And I was thinking,
3:05:02man, I can't work with these people
3:05:03because freick me, there's just living
3:05:05with them 24/7 is a lot different than
3:05:07than working with them.
3:05:10Uh so yeah. important lesson, but it's
3:05:13all about it's the same goes for for
3:05:15anything, relationships, with family.
3:05:18Anytime you spend every waking second
3:05:20with anyone, you just need some some
3:05:23alone time. The same goes for your
3:05:25brand. Like don't show everything.
3:05:28Uh but show some humanity. So these
3:05:32principles lead to a feeling of safety
3:05:34and trust. And so when people see you as
3:05:37human and authentic and honest, they
3:05:39feel safer around you, leading to
3:05:41likeness and trust, which is what we're
3:05:43trying to achieve. Bring us to number
3:05:45four, happiness and warmth.
3:05:48Obviously,
3:05:50we prefer to be happy over sad.
3:05:53Therefore, we like people who make us
3:05:55feel happy. People who smile, who give
3:05:57off light, who feel light. Those people
3:06:00are often described as warm. Warm people
3:06:02make us feel happy, safe, and accepted
3:06:05for who we are. So, I want you to think
3:06:07about your friends that you they're
3:06:09they're easy to be around. You'd prefer
3:06:12being with them most of the time over
3:06:13not being with them versus the friends
3:06:15that you you love them, but you can't
3:06:18spend more than an hour with them
3:06:20because they'll drive you insane.
3:06:23The ones who are always negative, who
3:06:24are always complaining, they always have
3:06:26something negative to say. They're kind
3:06:28of cold. They're not funny. They're
3:06:30stressed out all the time. and they feel
3:06:31like they have a,000 lb weight on their
3:06:33back at all times. You subconsciously
3:06:36just don't want to be around those
3:06:37people because it's just stressful. It's
3:06:39not warm. So,
3:06:43people like people who seem to be
3:06:45enjoying life. People who laugh easily.
3:06:48They don't take everything too
3:06:49seriously. They show gratitude,
3:06:51excitement, and joy. Happiness is
3:06:54contagious, which is why we prefer to be
3:06:56around them. The more your audience sees
3:06:58you as warm, non-judgmental, and
3:07:01genuinely happy, the more they'll like
3:07:03and trust you. And so, there's a lot of
3:07:05examples here. A great example you guys
3:07:07can look up is uh
3:07:11go watch some interviews with Jack
3:07:13Harlo. This dude has clearly studied the
3:07:16game and he is just extremely warm and
3:07:20charismatic. So, don't watch his music
3:07:23music and stuff. Just go look at his
3:07:25interviews. A good one is um
3:07:30there's one he did where they're eating
3:07:31the wings. What is that? Hot ones. Go
3:07:33watch his Hot Ones interview. It's
3:07:34really really cool. But he's a really
3:07:38good example of someone who just is
3:07:40seems so stress-free and warm and just
3:07:43hilarious to be around. And the happier
3:07:46you make your audience, the more they're
3:07:48going to like you. Simple as that. So a
3:07:50good example is think about golden
3:07:52retriever. thinking about a really cute
3:07:54dog or a puppy.
3:07:56They can't talk. They can't really
3:07:58provide any like problem-solving value.
3:08:01They just sit there and smile. And guess
3:08:04what? You take care of them. You feed
3:08:05them. You clean their crap up off the
3:08:07floor. You'll do anything for them. And
3:08:09you like them. Even when even when
3:08:12they're put in front of random people,
3:08:13the random people are like, "Look at
3:08:15that good boy." Golden Retrievers
3:08:18smiling. If I recorded this whole module
3:08:21like this and I told you guys, people
3:08:23usually forget what you said, but they
3:08:25remember how you make them feel. Warmth
3:08:27is you leaving them feeling better. It
3:08:29just doesn't feel right because I'm not
3:08:31smiling. I don't seem happy. I seem
3:08:33stressed out and too heavy.
3:08:36Uh so smile is everything. So learn how
3:08:38to talk with a smile. And when you're
3:08:40writing copy, write it positively. It
3:08:43just seem light-hearted and fun. And
3:08:45obviously there's going to be copy
3:08:46that's more serious than others, but
3:08:48ultimately you just want to have this
3:08:50warm tone to your copy and to your
3:08:53marketing as a whole. Also, voice. Voice
3:08:56is huge. The speed of your voice, the
3:08:58volume of your voice, the rhythm, the
3:09:00accent, the confidence, etc. Voice is I
3:09:04I would say probably one of the biggest
3:09:08variables when it comes to warmth and
3:09:10happiness is how does someone sound?
3:09:13because you can tell a lot by how
3:09:14someone sounds. And if they're pissed
3:09:16off and they're loud and they're just
3:09:19angry, they're not smiling, you don't
3:09:20feel warm. On the flip side, if they're
3:09:23just insecure and they're not confident,
3:09:24they speak really quietly, you just feel
3:09:27weird around them. And so, anytime
3:09:29you're doing something where it's like a
3:09:31video, voice is freaking crazy
3:09:33important. I'm studying this like crazy
3:09:35right now. Next is calmness.
3:09:38Being calm. Um, I think of like the
3:09:41Joker. They're like, "Why so serious?"
3:09:43You see these people sometimes,
3:09:45especially in the business game, and
3:09:46they're just like, it's like life or
3:09:48death. It's like, bro, calm down. You're
3:09:52selling an online course. Just chill.
3:09:54Take a deep breath. It's not the end of
3:09:55the world. And so, don't get caught up
3:09:57in this like phase where you're just so
3:09:59freaking serious in the weight of the
3:10:01world. If you don't pop off, if you
3:10:03don't get an outreach back, you're gonna
3:10:05just go nuts. Nah, bro. Just let it go.
3:10:10It's not that big a deal. You're going
3:10:12to learn from it. It's all good. Why so
3:10:15serious? Body language is huge. Um
3:10:18resting bace. I suffer from this pretty
3:10:21hard. If you see me out in the street,
3:10:22I'm like,
3:10:26but if you talk to me, I'm not like
3:10:27that. So, I'm working on having a much
3:10:29more natural face where I'm just
3:10:32chilling, happy to be here. A great
3:10:35example is Neil Cafrey from White
3:10:36Collar. This is me and my wife's
3:10:38favorite freaking show. And if you want
3:10:41to learn how to be
3:10:43like a warm guy is this guy. He's a con
3:10:46artist, which is why he's so good at it.
3:10:48But it's really cool to study his
3:10:51character because you'll see like he's a
3:10:53con artist, but because everyone because
3:10:56he's so likable, people don't want him
3:10:57to get caught because he's that likable.
3:11:00That's how good he is at creating this
3:11:02happiness and warmth. Um, another thing
3:11:05is telling warm and happy stories. So,
3:11:07telling stories that are fun,
3:11:10light-hearted, and valuable.
3:11:13Um, a good way to do this is to take
3:11:16freeze frames of your sales calls. So,
3:11:18what I do this is with my videos, but
3:11:20you can do this with any kind of time
3:11:21that you're speaking and recording. So,
3:11:23what I can do with this module is I can
3:11:25turn the audio off and scrub through it
3:11:27and see how my body language and my face
3:11:30is throughout most of the video.
3:11:34with no audio.
3:11:36Do this with your sales calls. Go
3:11:37through your sales call and just freeze
3:11:39a frame and think, "How warm does this
3:11:41dude look?" Like, forget that it's you.
3:11:43Go through the call, stop it at a random
3:11:45point and think, "Does he look warm?"
3:11:47And if you don't look warm and inviting
3:11:49for most of the call, you got some work
3:11:51to do. And a good quote is, "People
3:11:54usually forget what you say, but they
3:11:56remember how you make them feel."
3:11:59And so what you say is important, but
3:12:02what's just as if, if not more important
3:12:04is how they felt when they were around
3:12:06you because you don't remember what
3:12:07somebody said a week ago, but you
3:12:10remember if you had a good time.
3:12:13So warmth is you leaving them feeling
3:12:15better than you found them. Cool. Number
3:12:18five, competence with humility. So we
3:12:21like people who are generally successful
3:12:23in what they set out to do. People who
3:12:25don't rely on others for every little
3:12:27thing in their life. You you've probably
3:12:29seen these people. You might be one of
3:12:30these people where you can't do anything
3:12:32without asking someone first. And uh
3:12:35having run this coaching offer for a
3:12:37long time, these is this is a lot of
3:12:39y'all.
3:12:42You have to ask for every single little
3:12:44thing. I had one guy uh I can talk about
3:12:48it because it was a long time ago, but
3:12:49he asked me how to share a Google Doc.
3:12:51Like that was a question he had. And I'm
3:12:54just like, brother,
3:12:56if you can't learn how to share a Google
3:12:57doc on your own by googling it or asking
3:12:59Chad GBT or just freaking messing around
3:13:01with Google,
3:13:03it there's no way you make money in
3:13:05entrepreneurship. Um, and so the
3:13:08opposite of that is people who get stuff
3:13:10done.
3:13:12You just tell them what you want and
3:13:13somehow they always get it done.
3:13:17And competent people tend to attract
3:13:19others who want to find safety in that
3:13:21competence. And so a lot of the reason
3:13:23why most of you are here in this course,
3:13:26in this program, is because you saw a
3:13:29glimpse of competence in some of my
3:13:31videos or some of my posts or whatever,
3:13:33and you thought, you know what, I want
3:13:35to be in that guy's program because I
3:13:37feel safer leaning on what he knows,
3:13:39leaning on his competence. And so some
3:13:42of you guys are proof that this is a
3:13:43huge component of likeness
3:13:47because even if I don't have the
3:13:48answers, you trust that I'll be able to
3:13:50go find them. So, these are people that
3:13:53seem to get it. I trust them. I want to
3:13:55follow their lead.
3:13:57But don't get it twisted. Competence
3:14:00isn't just IQ or books smarts. It's not
3:14:03about knowing a bunch of useless crap.
3:14:05Because there's there's a lot of people
3:14:06who know a lot of stuff. Real competence
3:14:09is street smarts. The ability to solve
3:14:11problems, be creative, and get the
3:14:13results, and make things happen in the
3:14:15real world, not just on paper. They've
3:14:19actually done it. They've been through
3:14:20it. they can help me win. And this is
3:14:22why college degrees are misleading
3:14:25because you can hire somebody with a
3:14:26college degree and it their paper says
3:14:29they can do it, but can they actually
3:14:31get it done? Don't know. All that paper
3:14:34proves to me is they were able to study
3:14:37and memorize some facts the night
3:14:39before. It's all it proves.
3:14:43So, yeah, competence isn't just IQ. It's
3:14:45the ability to just get crap done. Like,
3:14:48do they get the results? Not how smart
3:14:50are they or how many tests have they how
3:14:52many certifications they have. No, bro.
3:14:54Do they make sales? Do they get this
3:14:56task done? That is competence. Now,
3:15:01competence can quickly lead to dislike.
3:15:04So, this can backfire very hard as soon
3:15:06as you become prideful and arrogant.
3:15:10This is straight out of the Bible,
3:15:11right? We like humble people. The last
3:15:14shall be first and the first shall be
3:15:16last. Humility isn't thinking less of
3:15:19yourself. It's simply focusing on
3:15:21others.
3:15:23So people who are arrogant, who only
3:15:25think about themselves in their glory,
3:15:28is a huge turnoff for any audience.
3:15:32But don't be fooled because arrogant
3:15:34people can get a lot of attention.
3:15:36Meaning a lot of likes, a lot of views,
3:15:38a lot of comments, etc. But they don't
3:15:40build trust like a humble person. And
3:15:43trust is what sells. That's the whole
3:15:44thing we're talking about. You see,
3:15:47we're drawn to people who are quote
3:15:48unquote quietly powerful.
3:15:51See, people like to know you're powerful
3:15:54without you telling them.
3:15:57Meaning, whenever your results, your
3:15:59reputation, your skill, your competence
3:16:01speaks for itself, that's when you build
3:16:03this likeness from confidence.
3:16:06So, the more your audience sees you as
3:16:08competent but humble, the more they'll
3:16:10like and trust you. Some examples is
3:16:13this is really simple but it's it's a it
3:16:16conveys a deeper mindset and belief
3:16:19shift. Saying how I in a title versus
3:16:23how to. How to implies that you know
3:16:26what's best and you're going to tell
3:16:28them. How I just says hey this is how I
3:16:30did it. It still has the same outcome of
3:16:33saying you got this result and you're
3:16:36still teaching them how to get the
3:16:37result but it's an attitude change and
3:16:40we like people who are how eyes not
3:16:42howto's.
3:16:44A great example is Sam Sulic. So we'll
3:16:47look at this guy.
3:16:51I mean his entire brand is just just
3:16:54insane. So, this guy is pulling, you
3:16:56know, millions and millions of views
3:17:00because he's extremely competent in what
3:17:02he teaches. As you can tell by the
3:17:04freaking thumbnails, the dude is crazy
3:17:06jacked, but he's humble. If you listen
3:17:09to him talk, he's not going, "All right,
3:17:11here's how you get jacked." He's just
3:17:13saying, "Yo, what's good, guys? Uh,
3:17:15today we're going to hit the gym, show
3:17:17you guys what I eat, and we're get a
3:17:19sick pump."
3:17:21It's humble, but it's still extremely
3:17:23competent. So, look at how he's showing
3:17:25the competence in his thumbnail by
3:17:28saying, "Hey, I'm jacked." So, if you
3:17:31want to listen to me, great. But if not,
3:17:32it's okay. Really cool. Really cool
3:17:36example. He he's actually a great
3:17:37example of a lot of these. Um, another
3:17:41one that happened very recently is
3:17:42Shador Sanders versus Travis Hunter.
3:17:46So, Shador Sanders is Deion Sander. He
3:17:48plays football for you guys that are not
3:17:51from America. And they're going into the
3:17:53draft and Shador Sanders is this really
3:17:56famous football player's son. He was the
3:17:58quarterback. He did really well. And he
3:18:01played on the same team as Travis
3:18:02Hunter. And Travis Hunter was his
3:18:04receiver. And during the draft, Shador
3:18:07had the most extravagant draft day setup
3:18:09I think anyone's ever seen. Bro had like
3:18:12dancers on a pole. He had this entire
3:18:14streaming room. He was live streaming
3:18:16the whole draft. And Dude did not get
3:18:18drafted first round. He didn't get
3:18:20drafted first day. He didn't get drafted
3:18:22the second day. I think he got drafted
3:18:24on the third day. The most embarrassing
3:18:27draft stream you could have ever
3:18:29imagined.
3:18:31And his signing bonus was 400K.
3:18:34Now, Travis Hunter, on the other hand,
3:18:38was drafted in the first round for $30
3:18:41million signing bonus.
3:18:45Shador had all this flashiness and
3:18:47talked about how how he was going to go
3:18:49first round. He was so arrogant and
3:18:51prideful and Travis Hunter was just just
3:18:54humble. He didn't talk about how good he
3:18:56was. He just played football really
3:18:58well. And because of that, the NFL team
3:19:02saw him as a good leader, someone they
3:19:04wanted on their team who was going to
3:19:05build their brand, not tear it down with
3:19:07arrogance. And he was paid in
3:19:09proportionate to that belief. So just
3:19:12because this person is skilled doesn't
3:19:14mean it's everything.
3:19:16Do people like you and football is a
3:19:19business whether you like it or not? And
3:19:21so if somebody was going to bring on
3:19:22Shador Sanders to their brand, they were
3:19:24going to bring on that dislike. And so
3:19:26he thought because he was so good at
3:19:28football, he was going to just make
3:19:29millions of dollars immediately.
3:19:32But he forgot to mention that or he
3:19:34forgot to realize that
3:19:36people disliked him and football teams
3:19:38didn't want that on their team.
3:19:41So pretty crazy example. Now the
3:19:43ultimate example is of course Jesus. So
3:19:47Jesus was the most powerful person
3:19:49because he's 100% God, 100% man to ever
3:19:52walk the earth.
3:19:54But you wouldn't have known that just
3:19:56seeing him pass by because he was
3:19:58humble. He didn't ride by on a horse
3:20:01with armies. He came on a donkey with a
3:20:05couple of
3:20:07sinners, disciples beside him. And so if
3:20:10you want to learn more about the Bible
3:20:12and Jesus, I go into detail in this at
3:20:15the end of the mindset course. So if
3:20:16you're interested, please, that'll be
3:20:18the most valuable thing you do this
3:20:19entire life. Check it out. But he's the
3:20:22ultimate example of being
3:20:25extremely powerful, the most powerful in
3:20:27the world, yet humbling himself to the
3:20:29point of dying on the cross for us.
3:20:33That's it. I would be nothing without my
3:20:36faith in Jesus, without God saving me.
3:20:39without him allowing me to to see Jesus
3:20:41being the way, the truth, the life and
3:20:44handing my life over to him. That's why
3:20:45I do all this is to tell people about
3:20:47Jesus and to teach and to serve you
3:20:50guys. So ultimate example is Jesus, the
3:20:54most powerful person ever yet also the
3:20:56most humble. And uh it goes right back
3:20:59to people want to know how powerful
3:21:01powerful you are without you telling
3:21:02them.
3:21:06Jesus would ask who do you say I am? So
3:21:08he asked his disciples or they say, "Oh,
3:21:11or they would
3:21:13uh
3:21:15like the Pharisees and stuff would be
3:21:17he's calling himself." He's like, "Are
3:21:18you the son of God?" And he'd be like,
3:21:21"Um, you've said so."
3:21:23Jesus had the most the most he's the
3:21:26perfect example of ex of all knowing
3:21:29power yet humility to the core. Super
3:21:34cool.
3:21:36So moving on to humor and storytelling.
3:21:38So we like we love we remember people
3:21:41who make us feel something especially if
3:21:44that feeling is happy and engaged
3:21:47slashflow state. And this is why humor
3:21:50and storytelling is OP for making people
3:21:53like and trust you. So when you use
3:21:55humor to make people laugh, they
3:21:57remember feeling happy around you. And
3:22:00when you tell great stories, people are
3:22:02engaged.
3:22:03Think about that one friend who you
3:22:06might not have had so much in common
3:22:07with him. He might be a little bit dumb,
3:22:11but he's just freaking funny. He's just
3:22:13so funny to be around that you always
3:22:15wanted to invite him because you knew he
3:22:18was going to tell some stories. He was
3:22:19going to make jokes. He's going to be a
3:22:20goofball. And we just like people who do
3:22:23that because in both cases, your
3:22:27audience's brain releases dopamine
3:22:29signaling that they enjoyed being around
3:22:31you.
3:22:32So, for some reason, God has hardwired
3:22:35us to enjoy stories. That's why Jesus
3:22:39taught in parables. Jesus taught in
3:22:41stories because the God of the universe
3:22:43understands his creation and people love
3:22:46stories. That's how people remember
3:22:48things. Um, and to be honest, an entire
3:22:51course could be written on storytelling
3:22:53alone. But for now, just remember that
3:22:55humor and stories create heightened
3:22:57emotions in our audience, leaving them
3:22:59feeling a deeper connection with you and
3:23:01your message.
3:23:03Humor makes you likable and stories
3:23:04makes you memorable. So example is think
3:23:08about movie and TV. That's all it is.
3:23:10Movies and TV is usually humor,
3:23:13storytelling.
3:23:15Comedians, we love comedians. But why?
3:23:18Because they think about what they do.
3:23:19All they do is make jokes and tell
3:23:21stories. That's it. Yet comedians are
3:23:24paid millions. Because we like them. We
3:23:27love feeling engaged and laughing. Or
3:23:30think about your favorite YouTubers.
3:23:33They probably tell stories. They
3:23:34probably have some humor. Songs are
3:23:37storytelling.
3:23:38So many songs tell I mean the song
3:23:41itself is a story. Meaning it has it's a
3:23:44roller coaster. It's it's it's slow,
3:23:46then it rises, then it uh crescendos and
3:23:50it falls down. Whatever the terminology
3:23:52is, it's a story. So really cool. Just
3:23:55remember, have some humor,
3:23:57light-hearted, be funny, make some
3:23:59jokes, tell stories in your marketing.
3:24:02We'll go over lots of examples later, so
3:24:04don't worry. Number seven, reciprocity,
3:24:07creativity.
3:24:10The reciprocity principle is one of the
3:24:12basic laws of social psychology, and it
3:24:15says that in many social situations, we
3:24:17pay back what we've received from
3:24:19others. The translation is we tend to
3:24:23like and feel like we owe something or
3:24:26owe someone who's given us something. So
3:24:29those who offer value immediately
3:24:31without asking for something back, it
3:24:33gives goodwill. It builds goodwill. It
3:24:36makes us want to return the favor even
3:24:37subconsciously.
3:24:40So think about
3:24:42free value videos, lead magnets, free
3:24:46trainings, the free samples at Costco.
3:24:49If you wanted to go deeper into
3:24:50reciprocity, I mean, you really don't
3:24:52have to. You just you just need to
3:24:53understand the uh the principle, but if
3:24:57you want to see all the science behind
3:24:59it, there's a great section in in
3:25:01influence talking all about it. So,
3:25:03Robert Kini's book, it's really
3:25:06technical and big words. Don't I don't
3:25:10love big words. I like simple.
3:25:12But the principle is the same. Anytime
3:25:15you give stuff away that's valuable for
3:25:17free, people feel like they owe you,
3:25:19which means they they like you more. And
3:25:22think about somebody who helps you out
3:25:23all the time, wouldn't you like that
3:25:26person to be around? Yeah. So,
3:25:29reciprocity. Also, creativity works
3:25:31handinhand with reciprocity because when
3:25:34you take the time to truly create
3:25:36something unique and valuable, people
3:25:38feel more reciprocity and the urge to
3:25:40pay you back is stronger and they like
3:25:41you more. So, wow, that was awesome. I
3:25:45can't believe that was free. I feel
3:25:47guilty for getting that so cheap. The
3:25:49more you show up with generosity and
3:25:51creativity, giving useful, thoughtful,
3:25:54and unexpected value, the more people
3:25:57like, remember, and trust you. So, one
3:25:59of my favorite examples is I'm going to
3:26:02go back to a Runescape YouTuber because,
3:26:03you know, it's my life, guys. I love
3:26:05these guys. His name is Settled.
3:26:08And back in the day, Settled had pretty
3:26:11basic videos, just like everybody else.
3:26:14Simple thumbnails,
3:26:17didn't really have a story. He was just
3:26:18playing the account. It's like a
3:26:19playthrough. But in the past like six or
3:26:23seven years, he turned his channel into
3:26:26telling stories through Runescape. So,
3:26:29he'd build an account and the entire
3:26:32account would be like three years long
3:26:34challenge.
3:26:37uh that would make this massive story. I
3:26:41mean, and it's insane.
3:26:44Like a million people don't play this
3:26:46game, but he's transcended the niche
3:26:48because of how good he's gotten. His
3:26:50most recent video was a finale to his
3:26:52most recent account and story. It's
3:26:55almost got a million views on a
3:26:56Runescape video in less than a month.
3:26:59That's crazy. And here's what's insane.
3:27:01Monday.com. All right, let me skip these
3:27:03ads. Hold on. Show you guys. This is the
3:27:06best example that I've ever found of
3:27:08this, by the way. Like, it is it's
3:27:09crazy. We skip this ad. Look at the
3:27:12storytelling in this video real quick.
3:27:17[Music]
3:27:26[Music]
3:27:33I promise we're going somewhere with
3:27:34this example. I promise. Just watch it,
3:27:42[Music]
3:27:46bro. I kid you not, I shed a tear. I'm
3:27:48not even playing when I first watched
3:27:50this. These are all the accounts that he
3:27:52went through that died on the way to him
3:27:54getting to this challenge. He spent two
3:27:56years getting to this one moment.
3:27:59And he told the story with a freaking
3:28:01like this is not part of the game. This
3:28:02is a custom animation that took like
3:28:05three people working on it. The sound
3:28:06was designed. Like he went all out on
3:28:09this silly game that's 25 years old. But
3:28:13look at what happened. I don't know if
3:28:16you guys can see this. It might not be
3:28:17inside of the frame or not, but um let
3:28:19me see if I can get it in the frame. One
3:28:21second.
3:28:25Um
3:28:27so look at that. People are giving him
3:28:30money. He's not asking for money. All he
3:28:32did was upload a free YouTube video.
3:28:35$10, $100, $200,
3:28:3920 bucks, $50, $25, $100,50,
3:28:43$1, $10, 100. This is insane. Look at
3:28:47that. 100, 50, 25, 25. People are giving
3:28:51him thousands of dollars. And he didn't
3:28:53ask for it. He didn't sell anything. All
3:28:57he did was make a video that told a good
3:29:00story
3:29:02and people are throwing money at him.
3:29:04Like you can scroll down. Look at it's
3:29:05it's it's insane, bro. You'd have
3:29:08thought he sold some crazy product. He
3:29:10made one emotional video about a
3:29:1220-year-old video game. Look at this
3:29:14guy. I'm in tears.
3:29:18That last monologue hit me so hard,
3:29:21bro. It's just crazy. It's crazy. That
3:29:25is what I'm talking about, guys. This is
3:29:27like this stuff is powerful. You just
3:29:29not seen people do it on an elite level.
3:29:32Oh, it's insane.
3:29:34So,
3:29:36that comes from reciprocity and
3:29:38creativity.
3:29:40When you pull your creativity into
3:29:42something that gives to the market, they
3:29:46just feel like they need to give back.
3:29:47They like you. Insane. Yeah. Or think
3:29:50about when someone pays for your food.
3:29:52You feel like you got to get them back.
3:29:54You're like, "Oh, dude, now I owe you
3:29:56one. I have to pay for your food next."
3:29:59You owe him. Number eight,
3:30:02attractiveness and confidence. So, we
3:30:04are more likely to trust and like people
3:30:06who are physically attractive. Now, for
3:30:08me and you, this could be an L, right?
3:30:12Uh some of us not so uh genetically
3:30:14gifted as others in the attractiveness
3:30:16column. Um, you know, I've come a little
3:30:19ways because my middle school self was,
3:30:23you know, ain't nobody liking me back
3:30:25then. Girlfriend, trying to get a
3:30:26girlfriend was was a problem back then.
3:30:29But it's true, right? We are drawn to
3:30:31good-looking people. It's in the
3:30:32freaking word attractiveness.
3:30:35We are attracted to people who look
3:30:37good,
3:30:39and we're more likely to like people who
3:30:41look good.
3:30:43Now, every principle we discuss in this
3:30:45module can play a role in your overall
3:30:47attractiveness. So, how warm you speak,
3:30:50how well you smile, the things you say,
3:30:52being familiar, these are these all go
3:30:54into your attractiveness. But also
3:30:56remember that physical attractiveness is
3:30:58kind of a cheat code to influence. So,
3:31:01the more attractive you can be, the more
3:31:03likely people are to to freak with you.
3:31:07Um,
3:31:09and a really harsh example, I don't know
3:31:11if you guys remember this or not, but it
3:31:14sucks that people work this way, but
3:31:16this is just how people work.
3:31:18I don't know if you remember Corpse
3:31:20Husband from 2020. Corpse Husband did
3:31:22like a lot of the uh um Among Us videos
3:31:27with a lot of famous YouTubers and he
3:31:29had this super deep voice. He talked
3:31:30like this in all the videos and people
3:31:33thought he was like super attractive.
3:31:34Well, someone leaked a picture that may
3:31:37or may not have been this guy and he
3:31:39wasn't the most attractive person and
3:31:42dude's brain literally fell off the
3:31:43cliff like that because he didn't show
3:31:46his face. Everyone thought he was some
3:31:47like attractive anime boy and uh it was
3:31:52just a dude in in his basement that was
3:31:54like overweight making videos with a
3:31:56deep voice and people like left just
3:31:59like that and it's tough. I don't even
3:32:02know if the picture was actually him.
3:32:03That's the craziest part about it. But
3:32:06people are attracted to attractive
3:32:08people. And so we cannot all be Brad
3:32:11Pitt. But the lesson here is to try to
3:32:14look decent when you show up anywhere
3:32:15online. And I'm the last person to be
3:32:17saying this because I don't do well at
3:32:19this this at all. I usually show up in a
3:32:21hoodie with my hair freed up and I I
3:32:23don't really care what I look like most
3:32:25of the time. But just know that this is
3:32:27a this is reality. People like
3:32:29attractive people. There's a reason why
3:32:30all movie stars are for the most part
3:32:33very attractive. And if they're not very
3:32:36attractive, what are they? They're
3:32:37extremely funny and warm. So it's either
3:32:40one of the above.
3:32:43Keep that in mind. Keep that in mind.
3:32:46Um,
3:32:47also confident. So attractive and
3:32:50confidence. This one is simple. It's
3:32:51very simple. It ties back into the safe
3:32:53emotion from the text and subtext
3:32:54module. We feel safe around conf
3:32:57confident people and we want to be led
3:33:00by people who feel confident in their
3:33:01own skin and their own abilities. And
3:33:03just think about it, why would you place
3:33:05your confidence in someone who isn't
3:33:08confident in themsel? So if someone's
3:33:10not confident, it's hard for other
3:33:12people to trust be confident in them
3:33:15because they don't even trust themsel.
3:33:18But just remember that arrogance isn't
3:33:20the same as confidence. You can be
3:33:21confident in yourself without being
3:33:23boastful. So remember the humility
3:33:25principle example. Think about the
3:33:28popular the popular kids in school. I
3:33:30was not one of these kids because I was
3:33:32not confident in myself. I was super
3:33:34unconfident. So people didn't want to be
3:33:36around me because well
3:33:38I wasn't confident. Think about actors.
3:33:40They're usually extremely confident.
3:33:42Musicians, writers who write with
3:33:44confidence. We'll go over some examples
3:33:45of confident writing at the end of this
3:33:47module. TED talks and speakers who speak
3:33:50with confidence. Imagine if I did this
3:33:54whole module like this.
3:33:57Imagine if I just um said, "Hey," and we
3:33:59like people who are extremely skilled at
3:34:01what they do. If I don't speak with
3:34:03confidence, these modules are going to
3:34:05fall flat. They're not going to work. I
3:34:08could go over the same exact text, but
3:34:11if you guys don't feel like I freaking
3:34:13believe this stuff, then you're not
3:34:14going to act on it, which means it's not
3:34:16going to work. Confidence is huge, and
3:34:19it comes from belief. So go through the
3:34:20belief module in the mindset module. So
3:34:23yeah, attractive confidence,
3:34:26especially when anytime you're speaking
3:34:28or you have someone who's making
3:34:29content, man, they got to be confident.
3:34:31Otherwise, it's just not going to work.
3:34:33So talk about things that you've done.
3:34:34Talk about stuff you believe in.
3:34:36Practice being confident in front of the
3:34:37camera. You got to be confident. Number
3:34:40nine, skill and social proof. So we like
3:34:43people who are extremely skilled at what
3:34:45they do. Here's the cool part. even if
3:34:49it's a skill that we aren't interested
3:34:51in or don't find that useful.
3:34:54So if someone is best in the world at
3:34:56something, even if it's quote unquote
3:34:58useless, we naturally see them as having
3:35:00a heightened level of aura.
3:35:04And this is because we ascribe more
3:35:05value to things that are scarce. So if
3:35:08there's only one person in the world
3:35:09who's that good, we see them as valuable
3:35:12because it's scarce. So, an example is
3:35:16you hear that an Olympic gold medalist
3:35:18is living in your town
3:35:21and even if they're a gold medalist in
3:35:22the stupidest sport ever, I'm not going
3:35:24to say any sports. I'm not going to
3:35:25offend anybody, but you know what I'm
3:35:27talking about. Those sports where you're
3:35:28like, "That's in the Olympics. The
3:35:30freak."
3:35:32You still find them pretty cool. You
3:35:34still want to probably, you know, figure
3:35:37out more about them. You still want to
3:35:39check out their Instagram. Why? because
3:35:41they're an Olympic gold medalist. Even
3:35:43if it's in the sweeping category where
3:35:46they sweep floors, you still are like,
3:35:47"Well, they're the best sweeper in the
3:35:49world. That's kind of cool. Let me talk
3:35:51to them."
3:35:53And this is I really think this is
3:35:55because skill signals safety and
3:35:57confidence. So really skill shows that
3:36:00you have this competence, confidence and
3:36:05it's safe because if someone is very
3:36:07skilled at the thing they do, you're
3:36:09likely to trust that they can get the
3:36:10results they say. And skill usually
3:36:12leads to having social proof. And social
3:36:15proof in persuasion is a psychological
3:36:18phenomenon where individuals are
3:36:20influenced by the actions and beliefs of
3:36:23others to make decisions. And so the KJ
3:36:26speak the translation the the dumb
3:36:27version is we're more likely to like and
3:36:31do stuff that other people like and do.
3:36:34And so if you see somebody with a
3:36:35million followers,
3:36:37you're more likely to follow them than
3:36:39somebody with a hundred because
3:36:41subconsciously you think, "Wow, if a
3:36:43million people are already following
3:36:45them, they're probably worth following."
3:36:48Even if they give you no reason to
3:36:50follow them besides just that number on
3:36:52the screen, you're more likely because
3:36:54of social proof, if other people are
3:36:57doing it, if other people like it, you
3:36:59want to do it and like it because we're
3:37:01just that's how God has made us. We like
3:37:04community. We like to fit in. And so if
3:37:06other people are doing something, you
3:37:07want to you think, "Oh, okay. I'll do
3:37:09it." And think about this with something
3:37:10you thought was kind of lame or boring.
3:37:13Maybe something you thought was boring,
3:37:15wasn't that cool, but all a sudden
3:37:16everybody at school gets into it and
3:37:18everyone starts doing it and you're
3:37:19like, "Well, maybe it is kind of cool."
3:37:22Nothing changed about it besides other
3:37:23people like it and now you want to like
3:37:25it. Example here would be athletes when
3:37:28it comes to skill. Artists when it comes
3:37:30to skill, think about artists like they
3:37:31don't
3:37:33artists pop up a lot. Pop off a lot on
3:37:35Instagram. One because of creativity and
3:37:38cool, but also because it's just skill.
3:37:42Like think about when you see someone
3:37:44drawing a portrait with their foot.
3:37:46People do that and you're like, "Frig
3:37:48me, that's pretty cool. It's stupid.
3:37:51It's useless. Why not just draw with
3:37:52your hand? Why are you drawing with your
3:37:54foot?" I don't know. It probably stinks,
3:37:56right? But
3:37:59a stinky pencil, but it's it's still
3:38:02skill and you're still like, "Ah, it's
3:38:03kind of cool." And so skill goes into
3:38:06liking and influence. Uh, another
3:38:08example would be speedrunners. So, I've
3:38:10seen videos of people speedrunning Mario
3:38:12Kart and speedrunners who try to get
3:38:14diamonds in Minecraft. It's the most
3:38:17stupid, you know, useless thing ever,
3:38:19but it still requires a lot of skill and
3:38:22talent. And those people have a lot of
3:38:24followings and you're kind of like,
3:38:25"Wow, that's kind of cool." Like we
3:38:28talked about people with a lot of
3:38:29followers, it's easier to follow people.
3:38:31It's it's a snowball because the more
3:38:32people who follow you, the more people
3:38:34are likely to follow you because they
3:38:36see other people doing it. Monkey see,
3:38:38monkey do. Um, they talk about this a
3:38:42lot in YouTube circles, but there's like
3:38:43a 10K sub ceiling. So, whenever you
3:38:48don't get views on YouTube videos, it's
3:38:49very hard for the video to get views.
3:38:51Why? Because not many people have viewed
3:38:53it. And so, it's social proof against
3:38:55you versus you ever see a thumbnail and
3:38:58you're like, "That video probably has a
3:39:01100red views." But you look at it and it
3:39:02has 2 million and you click on it
3:39:04because you're like, "Why the freak does
3:39:05it have so many views?" That's social
3:39:07proof. you see other people clicking on
3:39:08it and you're like, "Oh, it must be
3:39:10good. Let me click on it." And so, the
3:39:12hardest part about being a YouTuber for
3:39:14a lot of times is getting past that
3:39:1610,000 subscriber ceiling. Getting past
3:39:18that thousand plays, 5,000 plays on
3:39:21every video because once you get 5,000,
3:39:23people are like, "Oh, okay. 5,000 people
3:39:25like this. Let me check it out." Versus
3:39:27you seeing a video with 20 views, you
3:39:29don't want to click on it. Um, another
3:39:31thing would be we've helped 75 plus
3:39:32copyriters. We talk about 75, 100, 150,
3:39:36whatever we've served at this point in
3:39:37the market. Copy has helped 75 plus
3:39:40copyriters get clients. When you hear
3:39:42that, you're like, "Okay, well, if 75
3:39:43other people did it, surely it'll work
3:39:45for me. I can trust it." There you go.
3:39:48Um,
3:39:50another example is I see a lot of
3:39:52YouTubers screw this up. Not in the
3:39:54business space, but in like, you know,
3:39:55entertainment. They say they'll pause
3:39:56the video and be like, "Real quick, I
3:39:58see that 70% of you guys are not
3:40:00subscribed, so please subscribe now so
3:40:02we can fix this number." And what
3:40:04they're doing is the opposite. You're
3:40:07showing your audience that most of your
3:40:08audience isn't subscribed, which
3:40:10subconsciously tells them that I
3:40:12shouldn't subscribe because most people
3:40:14aren't. And you want to do what most
3:40:16people do. So, don't ever do that if
3:40:18you're a YouTuber because it's the
3:40:19opposite of of persuasion. You're you're
3:40:21dissuading them. Um, now 10.
3:40:24Anti-beneficiary bias. Non- needy.
3:40:30We like people who don't seem like they
3:40:32need to be liked. People who are quote
3:40:35unquote non- needy. And this can be
3:40:38explained by what I call the
3:40:39anti-beneficiary bias.
3:40:42What beneficiary bias means is
3:40:45we like things that benefit us. And so
3:40:48that's how I came up with the term
3:40:50anti-beneficiary because I was
3:40:52wondering, okay, why do people like non-
3:40:54needy people? Like what's the what's the
3:40:55first principal explanation? And here it
3:40:58is. We're less trusting of people who
3:41:00have more to gain from an exchange than
3:41:03ourselves.
3:41:05Because they have more to gain, there's
3:41:06a higher chance that they'll act
3:41:08unethically.
3:41:09So a concrete example is I want you to
3:41:11imagine that you see Bill Gates on the
3:41:13street and he hands you a $100 bill.
3:41:16Now, imagine a homeless man stops you on
3:41:18the street and he gives you a $100 bill.
3:41:20Who are you less trusting of?
3:41:24If you're like everybody, probably the
3:41:26homeless person. If a homeless man gave
3:41:27you a hundred, you'd be like, "All
3:41:29right, where's your buddy with a knife?
3:41:31Where am I about to get stabbed? Like,
3:41:33what's the plan? Is this fake? Is this
3:41:34counterfeit? Like, what's going on?"
3:41:36You don't trust him. Why? Because he has
3:41:38a lot to gain from that hundred. So, the
3:41:41whole exchange doesn't make sense versus
3:41:43Bill Gates. He wipes his butt with a
3:41:44$100 bill. So if he gave you one, you
3:41:46probably wouldn't question it. You'd be
3:41:47like, "All right, well, it's just a rich
3:41:48dude feeling bad for himself today and
3:41:50just giving away money, whatever."
3:41:53So it all depends on how much you have
3:41:54to gain from the exchange. And so the
3:41:56more non- needy you are, the more you
3:41:59appear to not care. Like it doesn't
3:42:01matter whether someone buys from you or
3:42:03not, the more they want to buy with from
3:42:05you because they trust you. And so the
3:42:08more non need you are, the more trusting
3:42:10people will be. Non- neediness also
3:42:12signals confidence and competence.
3:42:16which makes your counterpart in the
3:42:18exchange feel safer. So if someone
3:42:21sounds super needy, you're kind of like,
3:42:23eh, I don't know about this. It also
3:42:26makes the confidence go down, competence
3:42:27seems lower, social proof seems down.
3:42:30Because if you were non- needy, they
3:42:33might think that you have clients and
3:42:34you're chilling. You don't need another
3:42:36client. Versus if you say if you come
3:42:38across super needy, it's like, okay,
3:42:40this person clearly doesn't have any
3:42:41clients, which means they shouldn't have
3:42:43me. I'm a client and I don't want to do
3:42:45what other people aren't doing. So, um,
3:42:49excuse me. Good example would be,
3:42:53um, I got a lot of examples on YouTube
3:42:54of me going through seasons of this. You
3:42:57go through seasons where you're so
3:42:58focused on the views that you come
3:43:00across as just needy versus when I
3:43:02didn't focus on views, I was pulling
3:43:04like numbers. And so, it's a constant
3:43:06battle of doing the right things to get
3:43:09more views without it coming across as
3:43:11needy. Another one is editing
3:43:15breakthroughs. So, we discovered that
3:43:16our editing was super needy.
3:43:20We were pretty much screaming for
3:43:22people, hey, please watch the video.
3:43:24Please, we need your attention. We need
3:43:26your views. Versus when we edited in
3:43:28much more of a subtle, non- needy, just
3:43:32accenting what I'm saying, it was so
3:43:34much better. It felt non- needy. It felt
3:43:37valuable. And it didn't feel like we
3:43:39were trying to force someone to watch
3:43:41the video. But we were just saying,
3:43:42"Hey, we got dope stuff. Check it out if
3:43:44you want." Non- needy. Um,
3:43:46relationships. Think about this in your
3:43:48relationships.
3:43:50There's so many talks about how you
3:43:52shouldn't be needy in a relationship
3:43:54because the girl's going to take off
3:43:56because it's just something inside of
3:43:58us. We don't like needy people because
3:44:00we feel like they can't be trusted.
3:44:01There's something wrong there. So
3:44:04even if you have nothing going on and
3:44:08you're about to go homeless,
3:44:10don't be needy. It's only going to do
3:44:13more harm than good. So even if you have
3:44:15nothing, appear like you have
3:44:17everything. Act in a place in abundance.
3:44:19And uh the cheat code here is once again
3:44:24faith in Jesus.
3:44:26And the times when I'm
3:44:29fully reliant on God and trusting that
3:44:31God's going to take care of me
3:44:32regardless of the situation is when I'm
3:44:34non- needy because I don't need anybody
3:44:36else's help. I have God and I know he's
3:44:38going to get me through. He's he's
3:44:40provided for me time and time again. The
3:44:42Bible says that he clothe the flowers.
3:44:44He feeds the birds. How much more will
3:44:47he feed you? He loves you. How much more
3:44:50will he provide for you? It's not to say
3:44:52that we're going to be rich because rich
3:44:54can sometimes lead us further away from
3:44:56God. So that would be a negative thing
3:44:58in a lot of scenarios. It's just saying
3:45:00that he's going to take care of you.
3:45:02He's got you in his hands. Um
3:45:06yeah, it's awesome. Praise God. And so
3:45:11Paul says that godliness with
3:45:14contentment is great gain. For we
3:45:16brought nothing into the world, we can
3:45:17take nothing out of it. But if we have
3:45:19food and clothing, we'll be content with
3:45:20that. And so by not needing a bunch of
3:45:23things, guess what? You appear non-
3:45:25needy versus even if you're a
3:45:27billionaire, if you keep you need more
3:45:29money, you need to have this deal, you
3:45:31need connections, you still come across
3:45:33as needy even though you have a billion
3:45:35dollars. So it's a state of mind, not a
3:45:37bank account threshold. Keep that in
3:45:40mind. All right. Number 11, uh the cult
3:45:43leader five. So Blair Warren, a fellow
3:45:46lifelong student of persuasion, he wrote
3:45:49in his book one sentence persuasion that
3:45:51there is one sentence that can explain
3:45:54the most influential movements in human
3:45:56history. And that sentence is as
3:45:58followed. People will do anything for
3:46:01those who encourage their dreams,
3:46:03justify their failures, allay their
3:46:05fears, confirm their suspicions, and
3:46:07help them throw rocks at enemies. This
3:46:10is what I refer to as the cult leader
3:46:12five. Now, I've not name I've not
3:46:14renamed it just so I can somehow like
3:46:17copyright the name of this. I've renamed
3:46:19it that for a very specific reason, and
3:46:21that's because it is as powerful as the
3:46:23name sounds. And I just I don't want you
3:46:25to take this lightly because I've I've
3:46:27done this in the past and and caused
3:46:29pain for myself and my audience by just
3:46:32not understanding the power of these and
3:46:34being very careful. Um, so whenever
3:46:38you're using these five angles in your
3:46:39marketing, you must be careful because
3:46:41these are real people on the other side
3:46:42of the screen. Like I know that right
3:46:44now I'm talking to a screen recorder,
3:46:46but I know that you on the other side of
3:46:48this are a real person. And I want to be
3:46:50very careful to not say things and, you
3:46:53know,
3:46:55influence you in a way that's that's not
3:46:57productive, a way that's not uh honest
3:47:00and truthful, a way that's seeking my
3:47:03own good and not your good. Because this
3:47:05is how a lot of people do this guys.
3:47:06They they pretty much lie. They bin the
3:47:09truth to increase their bank accounts
3:47:11and drain yours. Um so be careful to not
3:47:14become one of those people. So without
3:47:17further ado, let's take a look at the
3:47:18top five or the the five here. Number
3:47:20one is encourage their dreams. So most
3:47:22of us have big dreams or we had big
3:47:24dreams as a as a child. But somewhere
3:47:26along in our lives, parents, teachers,
3:47:28or just the the brutal reality of of the
3:47:31world, it convinces us to be more
3:47:34reasonable and let go of these big
3:47:35dreams, to settle for average, play it
3:47:37safe. So when someone comes along and
3:47:40tells us that we can achieve those
3:47:42dreams and they encourage us to shoot
3:47:45for the stars and take the risk, we can
3:47:47become very easily influenced by them.
3:47:50Think about it. We want that person to
3:47:52be right and so we tell ourselves that
3:47:54they are. If they encourage our dreams,
3:47:57we're like, "Yeah, you're right. You're
3:47:58right. You're right." All of a sudden,
3:47:59we start saying they're right to
3:48:01everything else they're saying, too. So,
3:48:04be very careful. Number two, justify
3:48:06their failures. Although deep down we
3:48:09know that we have to assume
3:48:12responsibility for all of our actions
3:48:13and the situation that we're in in life,
3:48:16we don't like it. We don't like that
3:48:17fact. I know that where I'm at is my
3:48:20responsibility, but how much easier
3:48:22would it be to blame the market, to
3:48:24blame my team, to blame the people who
3:48:26just don't get it? They don't see the
3:48:27vision.
3:48:29It's a lot easier to blame other people.
3:48:32And so when people tell us that, hey KJ,
3:48:35don't worry, man. It's not your fault.
3:48:37It's because of this. It's because the
3:48:39market. It's because of these people.
3:48:41It's because the government. Well, we
3:48:43naturally want to believe them. This is
3:48:45a politician favorite. In fact, all of
3:48:48these are politician favorites. But
3:48:50think about it. They blame this taxes.
3:48:52They blame the other country. They blame
3:48:54China. They blame these people who are
3:48:56coming in. They blame everything else
3:48:58for your failures. So that so that you
3:49:00like them and you vote for them and you
3:49:03support their agendas. Number three,
3:49:05allay their fears. So we hate being
3:49:07scared or feeling in danger. I don't
3:49:10mean like scary movie scared. I mean
3:49:11like literally scared for your life,
3:49:13feeling in danger. And even if someone
3:49:16doesn't solve that problem or make it go
3:49:18away, if they make us feel safer, we
3:49:21want to trust them. And so when you're
3:49:23scared, you want to be with someone who
3:49:26distracts you from those fears or makes
3:49:28them feel non-existent.
3:49:30We don't want to be around someone who
3:49:31heightens those fears. And so someone
3:49:33who tells us that, "Hey, dude, it's
3:49:34going to be okay. It's all good. Don't
3:49:36worry about that. It's fine. That thing
3:49:38that you think is dangerous, it's not
3:49:40that bad." Those people can easily
3:49:42influence us. So watch out. Number four,
3:49:45confirm their suspicions. As humans, as
3:49:49prideful flesh human beings, we love
3:49:52being right. We love saying, "I knew
3:49:54it." We love saying, "I told you so."
3:49:57And this makes it very easy for someone
3:49:59to influence us using this principle.
3:50:01Because they can confirm the suspicions
3:50:03you already have and you feel attached
3:50:05to that person and you want to trust
3:50:08them. This is a cult leader classic
3:50:11straight out of the book. They confirm
3:50:14their suspicions of their members. They
3:50:15say, "Hey, your family is out to get
3:50:17you. Your family doesn't want you to
3:50:19experience the real life, the fullness
3:50:22of having riches and all this and uh
3:50:25transcendence."
3:50:27And so, by confirming their suspicions,
3:50:30they make their followers far more fall
3:50:31more in love with the cult and abandon
3:50:34their families. Um, we'll go over a lot
3:50:36of examples of this in marketing. Very,
3:50:39very powerful. Anytime you see the words
3:50:41like it's true or you were right,
3:50:45they're confirming your suspicions,
3:50:47right? Number five, throw rocks at
3:50:49enemies. The enemy of our enemy is our
3:50:52friend. And so we like hating on people.
3:50:55Um it's part of, you know, like you you
3:50:58like to hate on things that you don't
3:51:00like. There's something about it. This
3:51:02is why like sports teams are so can be
3:51:05so similar to like Colts is because
3:51:07it's, you know, I like when people say,
3:51:10"Hey, the Lions are going to win the
3:51:11Super Bowl next year. They're going to
3:51:12be there." Yeah, freak the Packers. The
3:51:15Eagles suck. Like the enemy of our enemy
3:51:18is our friend. And so when someone
3:51:21throws shade on people that we don't
3:51:22like, we get excited. We immediately
3:51:25feel like a friend to that person. We
3:51:26feel like we're on the same side. And
3:51:28this is extremely powerful. You see this
3:51:30daily in politics, in YouTube drama, in
3:51:33sales messages everywhere. And um we'll
3:51:36go over examples of of this in detail as
3:51:38well, but it's like in my sales page, uh
3:51:42my old sales page where I threw rocks at
3:51:44at Andrew Tate's course and I threw
3:51:45rocks at the Tik Tok marketing scams,
3:51:48whatever I called it. Like we're
3:51:50throwing rocks at the same things. You
3:51:52feel like, "Oh man, KJ, he gets me. He's
3:51:54on my side. He's on my team. I can trust
3:51:56him." Once again, liking trust. the
3:51:58whole point of this module. Um, now real
3:52:00quick, if you're feeling a bit
3:52:02overwhelmed, please don't worry. We're
3:52:04going to cover many examples of this uh
3:52:06in action in a full marketing effort.
3:52:09Um, it's also impossible to understand
3:52:12these in one day, okay? It's going to
3:52:14take you some time. All great things do.
3:52:16But be excited because now that you've
3:52:18been shown these principles, you're
3:52:19going to start to see them everywhere.
3:52:21I'm talking everywhere. your life will
3:52:23never be the same because you're going
3:52:25to start to realize why you like people
3:52:26and brands and then you're going to
3:52:28transfer those insights and tactics into
3:52:30your own marketing. Very exciting. And
3:52:33uh yeah, bonus points if you notice what
3:52:35I just did there by saying this. Don't
3:52:37worry. Um all right, cool. I'm going get
3:52:40some water and then we'll push on with
3:52:41the rest of this module. Leveraging
3:52:43likeness. Let's talk about how to
3:52:45integrate these principles directly into
3:52:47your copy. So, in text and subtext, we
3:52:50discuss how to leverage the subtext of
3:52:53your copy to push the big four general
3:52:56emotions. But once you've decided what
3:52:58emotion to push, it's time to decide how
3:53:02to push it. So, you can't just say,
3:53:04"Hey, this thing is going to be easy."
3:53:07You can in some scenarios, but most
3:53:08cases, you're going to imply that it's
3:53:11the subtext. So, you have to choose the
3:53:14best text to convey the subtext. So,
3:53:18just like how you can say mouse in a lot
3:53:22of different languages, it still means
3:53:24the same thing, but it's a different
3:53:25different way of saying mouse. I don't
3:53:28know what the Spanish version is or I
3:53:29would say it, but like English mouse,
3:53:31Spanish, whatever you want to call it.
3:53:33So, we're we're implying the same thing,
3:53:36but how we say it can determine how well
3:53:39someone likes us and how well we
3:53:40actually push that emotion. It'll make a
3:53:43lot more sense in a second. So this is
3:53:45where we can leverage the 11 variables
3:53:47of likeness in the text, meaning the how
3:53:51we push the emotion. So although there's
3:53:53a limited amount of emotions you can
3:53:55push, like there's there's not unlimited
3:53:57emotions, right? We only have a certain
3:53:59amount of emotions,
3:54:02there's an infinite way you can push
3:54:04them, which is cool. This is where your
3:54:06talent, your creativity of a copyriter
3:54:08comes into play. And this is why AI is
3:54:11not going to take over this thing
3:54:12anytime soon. What's going to happen is
3:54:15great copywriters who use AI will
3:54:18replace bad copyriters. So AI is just a
3:54:22tool. It's like it's like a carpenter
3:54:24going from a a hammer and a nail to a
3:54:27nail gun. But you still have to know the
3:54:30art of carpentry. You still have to
3:54:32become a copyriter, a marketer. And this
3:54:35is how uh let's go over an example. So,
3:54:37the subtext, the emotion we're trying to
3:54:39push is, "Wow, that seems easy and
3:54:42safe." So, that's the emotion we want
3:54:44our reader to to feel. Look at these
3:54:47different ways we can push this. We even
3:54:50had a 17-year-old from Portugal sign a
3:54:53client one month after using the system.
3:54:56It's like, okay, well, if a 17-year-old
3:54:58did it, then maybe it's it's easy,
3:55:00right? That's the the subtext. Or how
3:55:02about this? After 45 copywriters used
3:55:05the system, only one person didn't sign
3:55:07a client. And that's because that one
3:55:09person became so skilled from our copy
3:55:11course that clients started reaching out
3:55:13to him before he started outreach. So
3:55:15here we're using a little bit of humor,
3:55:16a little bit of unexpected, you know,
3:55:18scenario here. Or the third one, we
3:55:20built this system with one principle in
3:55:22mind. So easy a monkey could sign a
3:55:25client. And my little brother got a
3:55:27client using that. So that means that
3:55:28we're pretty close. So once again, using
3:55:31some humor. Um, it's just funny. It's
3:55:34all pushing the same emotion, though.
3:55:37All of these cause you to think, "Okay,
3:55:39wow, this is safe. This is predictable.
3:55:42This is easy."
3:55:44And so, there's a million ways to push
3:55:46the same emotions. And the secret is to
3:55:48pick the best way to push that emotion.
3:55:51And best means it creates the most
3:55:54likeness and trust in your audience. So,
3:55:56how do we do that? Well, that brings me
3:55:58to the price is right framework. So,
3:56:01this might look a little bit confusing,
3:56:02but um let me show you an example for
3:56:04you youngans out there. Um great YouTube
3:56:08ads. So, there's this old game show that
3:56:11my parents used to watch called The
3:56:13Price is Right. And on this show, they
3:56:15would spin this giant wheel. It's like
3:56:18the Wheel of Fortune, but they turned it
3:56:20vertical. Um let's watch him spin it.
3:56:23So, you can see right there, it's really
3:56:24low quality. This guy spun this wheel.
3:56:27So this is determining how much money
3:56:29he's going to get. So here we see Derek
3:56:31spin the sucker and you see the wheel
3:56:33come down and stop on 50.
3:56:37This is exactly how you can view
3:56:41text and subtext and how you can change
3:56:43the text to convey the subtext better.
3:56:46So let me give you an example. So um
3:56:49here we have
3:56:52bro man male guy person. So, it's all
3:56:56referring to the same thing, a dude, a
3:56:59male. But you see how you can convey
3:57:02dude in so many different ways. It's
3:57:04like spinning the wheel. And just like
3:57:06the wheel, no matter what number he
3:57:09landed on, he would have gotten some
3:57:10money, but some numbers would have given
3:57:13him more money. The same is true of our
3:57:15copy. Some words can convey more
3:57:18emotions and have more of a story to
3:57:20them than some other words. And so by
3:57:22spinning this wheel, by figuring out,
3:57:24okay, what is every way I can say this
3:57:27noun, this verb, this whatever,
3:57:30figuring out which one is best. So we
3:57:31have bro, man, male, guy, person. Like
3:57:34you could interchange these words
3:57:37together. Um, and you can do this for
3:57:39every single word in your copy. I don't
3:57:41advise you to do that for every word,
3:57:42but you can rearrange each phrases. And
3:57:44I'll show you an example in a second.
3:57:46Um, but it's cool because every word,
3:57:49like I said, it has an emotion or
3:57:51feeling tied to it and it tells its own
3:57:53little story. It's your job to find the
3:57:56perfect words and their arrangement for
3:57:59your audience. This is why specific
3:58:00conditions is is important. Because if I
3:58:03was talking to a bunch of professional
3:58:06corporate people, am I going to say bro
3:58:09in my email? Probably not. But if I'm
3:58:12talking to you guys, 16 to 25 year olds
3:58:16on YouTube watching a goofy guy or uh in
3:58:20a program watching this goofy dude with
3:58:21a hood talk about copy in a weird
3:58:24familiar way, I'm going to say, bro. And
3:58:26so it all depends on specific
3:58:27conditions. So let's go over an example
3:58:30of of the where I learned this concept
3:58:32which made it really concrete for me.
3:58:34This is in the AdWee copyrightiting
3:58:36handbook. They use this example. So
3:58:37imagine what what do you see when you
3:58:39hear an old woman in a motel? What do
3:58:42you see? What do you feel like? It feels
3:58:43kind of cold. Maybe a dark. You imagine
3:58:45dark like already. What about a little
3:58:49old lady in a cottage?
3:58:52That seems completely different, doesn't
3:58:53it? It's a whole different movie going
3:58:56on in your head. Different emotion. It's
3:58:59the same thing. An old woman in a motel
3:59:02and a little old lady in a college. It's
3:59:03the same. A cottage is the same thing,
3:59:05right? It's an old woman staying
3:59:07overnight in some place. Um, but the
3:59:11different words have different story and
3:59:12emotion.
3:59:15So, there are multiple ways to say the
3:59:16same thing. So, notice the different
3:59:19emotions with each. And when you push
3:59:21the emotions, meaning the subtext, using
3:59:24the best selection of words possible,
3:59:26meaning the text, magic happens. So, if
3:59:31you have to decide, okay, what do I want
3:59:32to push right here? And you want to push
3:59:34the easy emotion. If you get that
3:59:36correct and then you also get correct
3:59:38how you push that emotion like it lines
3:59:40up with a specific condition. So you
3:59:42pick the right general condition then
3:59:43the right specific conditions of how you
3:59:45push it. That's when the magic happens.
3:59:48Um so here here's the little three-step
3:59:51framework and I'll show you a lot of
3:59:53examples. So the first step is finding
3:59:55specific conditions. This is why that
3:59:57module is so important. If you don't
3:59:59have clear and accurate conditions of
4:00:01the audience you're speaking to, it's
4:00:03going to be very hard, if not
4:00:05impossible, to choose the most effective
4:00:07text, meaning the way to push the
4:00:09emotions.
4:00:11So, even if you get the general
4:00:12conditions right, if you don't have the
4:00:14specific conditions, you won't know how
4:00:16to how to flavor it, how to tailor it to
4:00:19your audience. Now, hear me out. You can
4:00:22still push the emotions. it will just
4:00:24sound very vanilla and generic because
4:00:27you'll have to play it safe since you
4:00:29don't know exactly who you're writing
4:00:30to. And see, I've I've reviewed
4:00:34hundreds of hours of copy from you guys
4:00:37in Copy Lead. I used to do every single
4:00:39copy review every single day without any
4:00:42help. Reviewed a lot of copy and I
4:00:44realized that if I don't know exactly
4:00:46who you're talking to, I can't really
4:00:48review your copy that well. I can tell
4:00:51you how well you push the general
4:00:53conditions. So, I can tell you if you're
4:00:55pushing emotions right, but I can't tell
4:00:57you if your text is right. I can't tell
4:00:59you if you're pushing those emotions in
4:01:01the right way. I can make assumptions,
4:01:04but if I truly don't know the audience,
4:01:06then I I I can't really help you. That's
4:01:08how important specific conditions are.
4:01:11But as soon as you give me context of
4:01:12who these people you're talking to, you
4:01:15know, you show me their condition deck,
4:01:16then I can review the copy and be like,
4:01:18"Oh, yeah, maybe you shouldn't say bro
4:01:20right here because these are 40-year-old
4:01:21people. Maybe don't say that." Or, uh,
4:01:25yeah, or maybe your language is too
4:01:27educated and you're selling to to
4:01:29teenagers or kids. So, yeah, step one is
4:01:33finding specific conditions. Step two is
4:01:35choosing the subtext. And so before you
4:01:38figure out how to write something, you
4:01:40need to know what you're going to write.
4:01:41And that comes from the subtext. So
4:01:43decide which emotion are you trying to
4:01:46push with this section of copy. And I'll
4:01:48show you in a second like how I do this.
4:01:50Um, but this makes it so much easier to
4:01:52write copy instead of staring at a blank
4:01:55piece of page or a blank um, Google doc.
4:01:57You're literally saying, "Okay, I need
4:01:59to make this feel big. I need to make
4:02:02this feel easy. I need to make this seem
4:02:04relatable to them." Now that you have
4:02:06those things you need to do, you can
4:02:07figure out how to do it, which is step
4:02:10three, choosing the text. This is how
4:02:12you spin the prices right wheel to go
4:02:15through the different ways you can say
4:02:16something until you find one that really
4:02:17hits.
4:02:20So, the final step is testing a bunch of
4:02:23different ways. Notice what I said
4:02:24there, testing.
4:02:27It's highly unlikely you're ever going
4:02:28to write something first draft and it's
4:02:30just going to be the best. It's going to
4:02:32be perfect. It's going to come through
4:02:33repetition, through testing. And this is
4:02:36where something like chat GBT can come
4:02:38in handy because if you already have
4:02:40good taste, if you already understand
4:02:42your audience, you can use chat GBT to
4:02:44give you so many different examples for
4:02:46you to then choose the best one. You
4:02:49can't ask it which one is the best
4:02:50because it doesn't know. But you can you
4:02:53can ask for examples. It'll give you
4:02:55those and then you can decide which one
4:02:56is the best based on specific
4:02:59conditions. And so the key is to write a
4:03:01ton of examples. Then put yourself in
4:03:03the mind of the audience by studying
4:03:05your specific conditions and then decide
4:03:08which version of the text you think will
4:03:10resonate more with them. So let's go
4:03:12over a real life example. So I was
4:03:16writing this VSSL for my my daily
4:03:19channel. So my daily channel they are
4:03:21not aware they're not as aware of you
4:03:24guys are of copyrightiting. So on my
4:03:26main channel, everyone who watches me
4:03:27knows what copyrightiting is because my
4:03:29whole channel is about copyrightiting.
4:03:30On the daily channel, I just talk about
4:03:31business and life and all this kind of
4:03:33stuff. So I had to write a whole
4:03:35different VSSL because it's a different
4:03:36avatar, different awareness level. And
4:03:39so what I did first was I would
4:03:42I outlined the VSSL how I wanted it to
4:03:45look like. And so I did this big
4:03:47framework and then I did micro
4:03:50frameworks inside of the VSSL.
4:03:53And then for every single one of those,
4:03:55the wise, I I did a million different
4:03:58variations. And so, look at this. Here's
4:04:00a good example. Reaffirm. Don't worry,
4:04:03brother. I got you. If any of those
4:04:05sound like you, don't worry. If you're
4:04:06in one of these three situations, don't
4:04:07worry. I got you. If one of these
4:04:09bullets sounds like you, don't worry.
4:04:10And this might seem like overkill, but
4:04:12this is how you make a cool piece of
4:04:14copy. And then what I did is I did like
4:04:17two to three var four variations of
4:04:19this. And so I put all of those onto a
4:04:22Google doc where I took my favorite ones
4:04:25and kind of expanded on them. And then I
4:04:27did it again and created a V4. And so
4:04:30all that to say that
4:04:34the best copy comes through a lot of
4:04:36iteration and and taste and time. Um,
4:04:41not to say you can't write good qu copy
4:04:43quickly. You can. But to write great
4:04:46copy, meaning it's perfectly tailored to
4:04:48the audience you're going to give it to,
4:04:50it pushes all the right things. That
4:04:52takes time. Um, some of the best
4:04:54copywriters to ever exist, would spend
4:04:56months just doing research, not even
4:05:00writing, just doing research on what
4:05:01they were selling and who they were
4:05:02selling to. That's how it should be
4:05:04done, guys. Anyone selling you something
4:05:06else is just they're not they're not
4:05:08telling you the truth. Um, they're just
4:05:10trying to sell you. And so, here's an
4:05:12example. So, I wanted to target the
4:05:14stream customer profile number one. And
4:05:17so, I wrote all these bullets. I just
4:05:20drained my brain of everything I could
4:05:22write. And then what I would do is I
4:05:24would take little pieces that I like and
4:05:27start piecing it together. And by the
4:05:30end, I started to get to a really a
4:05:32really good one. It's like you're
4:05:33trapped in school and looking for a way
4:05:34out. You're tired of watching 16 to 20
4:05:36year olds get rich online while you sit
4:05:38on the sidelines trying to finish your
4:05:40English paper. You're just as obsessed
4:05:43as them. You're just as smart as them.
4:05:45But you've been wasting your talent on
4:05:46video games and useless classes. You're
4:05:49ready to lock in, make some money
4:05:51online, and create the future you want
4:05:52for yourself, but you just need the road
4:05:54map. And so, that's that's pretty far.
4:05:57I'm pretty happy with that little
4:05:58segment right there. But look at how it
4:06:01started out, right? Even though you're
4:06:03young, it's obvious. You know, you have
4:06:05an S tier entrepreneur potential, but
4:06:07you're trapped in an F-tier education
4:06:09system. You're bored out of your mind.
4:06:10You need a challenge. You know, you need
4:06:12to lock in and start obsessing over
4:06:13online business. The problem is you
4:06:15don't know where to start. So, this
4:06:17isn't terrible, right? But it's not near
4:06:20as punchy and near as emotional as this
4:06:23one, even though it sounds very similar.
4:06:26If you look at them, it's a big
4:06:27difference.
4:06:29And so that's how you do this guys is
4:06:33you make sure you know your audience and
4:06:35then you choose the subtext what you
4:06:38want to push how you like what do you
4:06:39what what you're trying to accomplish
4:06:41with this section and then you test and
4:06:44iterate how you can do that
4:06:46and the power comes oh
4:06:50sorry getting a phone call
4:06:53it was Caleb if you see this Caleb I
4:06:54love you it's my editor but um and best
4:06:58The power comes from effectively
4:07:00integrating the 11 variables in step
4:07:03three. So step three, when you actually
4:07:06choose the text, that's when you
4:07:08integrate these these things we just
4:07:10talked about. So for example, let's go
4:07:12through and show you some some things,
4:07:15some pieces of copy before and after
4:07:17applying some of these principles. Uh
4:07:19number one, relatability. So here we
4:07:22have a pain bullet. Before you can just
4:07:24say your life sucks. It sounds general.
4:07:26It's vague. I mean, it it creates a
4:07:29little bit of pain, but does it really
4:07:31create any likeness? Not really. How
4:07:34about after you survive school, but the
4:07:37nineto-ive grind is killing you from the
4:07:39inside out. You can't imagine doing this
4:07:41for another year, let alone 40. What you
4:07:43learned in school isn't useful. You feel
4:07:45completely replaceable. I've been there,
4:07:47man. So, here we're doing the same
4:07:50thing, right? Your life sucks. But
4:07:52because we know who we're targeting, we
4:07:55can create a lot more pain. And guess
4:07:57what? We're also being relatable. We're
4:08:00talking about how we felt the way they
4:08:03feel. And because we know their specific
4:08:05conditions, we've accurately talked
4:08:07about how they actually feel. So they're
4:08:09like, "Wow, this dude knows me.
4:08:12He's been there. He can help." So you
4:08:15can see how that's a lot more powerful
4:08:16than your life sucks. This is like an a
4:08:19an average
4:08:21per an average copywriter who uses chat
4:08:23GBT as a crut who doesn't understand
4:08:25these things versus someone who gets it
4:08:28who's competent copyriter. Okay, let's
4:08:30talk about familiarity with an offer
4:08:32headline. So think about this. This is
4:08:35like tailored to you guys. So sign three
4:08:37to five business owners using our proven
4:08:40acquisition system.
4:08:43So, those of you guys who, you know,
4:08:46before you got super deep into the weeds
4:08:48on this, you probably don't even know
4:08:49what acquisition meant
4:08:52and business owners sounds kind of
4:08:53scary. Versus
4:08:56sign three to five copyrightiting
4:08:58clients using our proven outreach
4:09:00system.
4:09:01Do you see how it's saying the same
4:09:03thing? The same thing. Copyrightiting
4:09:06clients are business owners. You're not
4:09:07going to sign a client that doesn't own
4:09:08a business. Also, acquisition system is
4:09:11the same as outreach system. But do do
4:09:13you see how I'm using words that are
4:09:14more familiar to you, which creates
4:09:17trust and specificity and matches
4:09:19specific conditions? And so, if you see
4:09:21a headline that says, "Sign three to
4:09:22five copyrightiting clients using our
4:09:24proven outreach system," you're like,
4:09:26"Got to check that out." But if you see
4:09:28a headline that says, "Sign three to
4:09:30five business owners using our proven
4:09:31acquisition system," do you see how it
4:09:33just doesn't spark in your head because
4:09:35you're a copyriter? because you don't
4:09:37really know that language that well. It
4:09:39doesn't seem familiar versus this
4:09:42familiar. And what's cool is the more
4:09:44times you see this, the more you start
4:09:47to kind of have this liking towards it.
4:09:52There's obviously a fall-off here,
4:09:53meaning like if you showed this,
4:09:56if you'd seen this before from 15 other
4:09:59people, it wouldn't hit as hard. But if
4:10:01you're seeing this from me 15 times,
4:10:04you're going to like it and trust it
4:10:05more just because you're seeing it more.
4:10:09Pretty crazy, huh? Pretty crazy. Think
4:10:11about a lot of you that bought Copy
4:10:13Elite. We've run a survey and most
4:10:15people who bought Copy Elite, it was
4:10:17one, it was like around two to four
4:10:19months of you watching me before buying
4:10:21into the program. Why is that? Was the
4:10:24program any different from four months?
4:10:26Like, well, yeah, I guess it was.
4:10:27program program gets better quickly as
4:10:29you guys can tell. But like you didn't
4:10:31know that at the time. What was that two
4:10:33to four months? It was you trusting me
4:10:35and liking me more and more and more to
4:10:37the point where it got to the certain
4:10:38point you're like, you know what? Freak
4:10:39it. This is a great idea. I need to do
4:10:41this. I need to be in copy. And that's
4:10:44how we got there. Um, pretty cool. Next,
4:10:47authenticity. So, this is like
4:10:48reaffirming and allaying fears. So, if
4:10:50that sounds like you right now, don't
4:10:52worry.
4:10:53Simple statement. you you wouldn't think
4:10:55anything of this, but this is what I
4:10:57used in my sales page. If that's you
4:10:59right now, I've got your back, brother.
4:11:01Notice how different that sounds. And
4:11:04some people would get mad at me like,
4:11:05"Well, what about the females and
4:11:06audience?" Look, my female audience is
4:11:08like 2%. So, if that's y'all, bro, shout
4:11:11out to you. Shout out to you, sister. I
4:11:13guess I should say. Um, but that's not
4:11:16the majority of my audience. And I found
4:11:18that the females who really uh I don't
4:11:21know why I'm saying females. The girls
4:11:22who really love my stuff, they just buy
4:11:24anyway. Like it, one word is not gonna
4:11:26piss them off. But with the 98% of
4:11:29people who are guys, this feels
4:11:33different. It says, if that's you right
4:11:34now, I've got your back, brother. It's
4:11:36like that sounds warm and and inviting
4:11:39and it matches specific conditions
4:11:40versus if that sounds like you right
4:11:42now, don't worry. And it's not
4:11:44authentic, right? It's not me. I don't
4:11:46talk like that. I would say, dude, if
4:11:48that's you, don't freaking worry, bro.
4:11:50That's authenticity. And so by putting
4:11:52that into my sales page, you have to be
4:11:53careful here because
4:11:55um if it's a cold traffic, people don't
4:11:58know just by your writing if you're
4:11:59being authentic or not because they
4:12:00don't know you. So they don't really
4:12:01know. But because it's organic, because
4:12:03you guys have seen me before, you know
4:12:05who I am. This sounds super authentic
4:12:07versus the top one. Cool. Next is humor.
4:12:11So notice how we're using humor to amp
4:12:14up this easy emotion. So we talked about
4:12:16this earlier, right? The system is so
4:12:18easy to run even a monkey could do it.
4:12:22Not that funny, but it it is it is kind
4:12:25of conveying the emotion, right? Easy.
4:12:27How about this? We built this system
4:12:29with one goal in mind. Make it so easy a
4:12:31monkey could sign a client with it. And
4:12:33my little brother just got a client
4:12:35using it. So that means we're getting
4:12:36pretty dang close.
4:12:38So yeah, it's not great. Like it's
4:12:39funny. It's humor. It's light-hearted.
4:12:41All of a sudden, you trust me a little
4:12:43bit more because it doesn't sound like
4:12:45everyone else. It's creative. You might
4:12:47might got a chuckle out of it, a laugh,
4:12:49you know, and that's is, you know what
4:12:52I'm saying?
4:12:53It's cool. I don't know how it's it
4:12:56makes you happy. It's like, ah, that's
4:12:57funny. You know, it takes some of that
4:12:59seriousness and just kind of
4:13:02excels out a little bit.
4:13:04It's cool. Um, maybe maybe I just hate
4:13:07people who don't like who are all like
4:13:10uptight about everything. That could
4:13:12just be a partial thing, but I I I found
4:13:13in my experience, people just love some
4:13:15humor. They love if you just don't feel
4:13:17so heavy about everything. Next,
4:13:20storytelling. So, you could say, "I've
4:13:22been there, too. I was broke and dumb."
4:13:26That's just a not even a story, just
4:13:28saying, "Hey, I've been there."
4:13:29Whatever. Relating to their pain. Or you
4:13:31could tell a specific story that shows
4:13:34how dumb and broke you were. I.e.,
4:13:37dude, trust me, I've been there. So,
4:13:39back in 2009,
4:13:41I was so dumb and broke that I kid you
4:13:44not, I went to my uncle's house and I
4:13:47needed gas money.
4:13:50On the way there, I saw someone buying
4:13:52cars for cheap. And so, I sold them my
4:13:55car for gas money.
4:13:59How stupid is that? Anyways, you see
4:14:02what I'm saying? Like, that's a terrible
4:14:04example, but I thought it was so funny.
4:14:05I just I don't know.
4:14:09Oh, guys.
4:14:11Hey, I'm showing some authenticity,
4:14:12right? I'm showing you some humanity
4:14:14right here by being so stupid. But you
4:14:16get what I'm saying. Just tell a story
4:14:18because stories engage people and
4:14:21they're they're believable. They they
4:14:24house a lot of these other principles
4:14:25inside of them. Um, if you want to look
4:14:29at some of the great ones, look at the
4:14:30best TED talks. If you'll notice, the
4:14:33best TED talks, they all have stories.
4:14:36They introduce this big idea. They tell
4:14:38a story that's relatable and conveys the
4:14:41concept and has humor and authenticity
4:14:43and it has relatability.
4:14:46Um
4:14:48yeah, and then you love them. You want
4:14:50to hear the rest of the stuff because
4:14:51there's actually a storytelling. Cool
4:14:54confidence. So here we have um just some
4:14:56copy. This could be a big opportunity
4:14:58for you. So this could be a big
4:14:59opportunity for you versus this
4:15:01opportunity will change your life
4:15:03forever. I say this with with 100%
4:15:06certainty because it radically changed
4:15:08my life. So notice the confidence in the
4:15:11big emotion just by saying this
4:15:14opportunity will change your life or
4:15:15this could be a big opportunity for you.
4:15:18Um
4:15:19yeah, so this is just like one little
4:15:21example of confidence, but it really
4:15:23just you'll notice by reading someone's
4:15:25entire piece of copy how confident they
4:15:28are based on like what they say. And
4:15:30instead of using might and could and
4:15:32maybe and all this, it's just this will
4:15:34this is, you know, you get what I'm
4:15:37saying? And then obviously on camera,
4:15:39being confident in the way you speak is
4:15:41huge. Huge. Uh it's going to be hard for
4:15:43anyone to buy a VSSL from someone like,
4:15:46um, yeah, like you should you should
4:15:48probably book a call because like I I
4:15:50think I can help. It's like, bro, who
4:15:53wants to buy from that guy? So anyways,
4:15:55these are just a few of the endless ways
4:15:57you can integrate these principles to
4:15:59power up your copy and develop likeness.
4:16:03Um, with some practice, you'll find that
4:16:05integrating these principles will not
4:16:06only become second nature, but you'll
4:16:08have so much fun creatively adding them
4:16:10in new ways that no one's done before.
4:16:12This is why we this is why we write
4:16:14copyright. This is why we're marketers
4:16:16is because we want to just create
4:16:19powerful, effective, money-making ideas
4:16:22and pieces of of copy. This is why we do
4:16:26it. And it'll this will make so much
4:16:28fun. But I have so much fun every time I
4:16:30write copy. It's just it's awesome. But
4:16:33only if you understand these principles
4:16:34and you know how to apply them because
4:16:37it's fun because it works, right? when
4:16:39you make a video that that blows up and
4:16:42you like one of the first pieces of copy
4:16:44I wrote like about two months into being
4:16:47a copyriter. Uh it blew up this guy's
4:16:50channel. He got like 300,000 views on a
4:16:52YouTube video and it was a VSSL and so
4:16:54he made a lot of money off of it and it
4:16:55was just the most fun thing ever because
4:16:57it I used all these things and it worked
4:17:00and it was awesome. So yeah. Um, but due
4:17:04to their quantity, I know that these
4:17:06principles can seem a little bit
4:17:07overwhelming at first, but I just don't
4:17:09want you guys to stress it. It'll take
4:17:11you time to master them all, but I kid
4:17:13you not, just the fact that you know
4:17:15this concept exists puts you ahead of
4:17:1799% of other people. Like, they don't
4:17:18even know this stuff exists. So, the
4:17:20best thing you can do is just don't
4:17:21sweat it. Just start slowly implementing
4:17:23these as you see them into your
4:17:25marketing as a whole. And what I've done
4:17:27is to make these principles as simple as
4:17:30possible, I added them to your
4:17:32conditions deck template. So now you
4:17:34will find that there's a brand new
4:17:35section. Um, shout out to you, whoever's
4:17:37on this. There's a brand new section
4:17:39called section five where I ask these
4:17:41questions of how can you add these
4:17:43things into your marketing. And like I
4:17:45said, we'll go over examples in just a
4:17:47second. Um, so yeah, let's do that right
4:17:49now. Let's go over these examples in
4:17:51real marketing strategies from your
4:17:53favorite personal brands. So, we're
4:17:55going to go over Hamza, Dan Co., we've
4:17:57got some extras on here for you guys to
4:17:58check out and then we'll go over how you
4:18:00can do this yourself. So, let's get into
4:18:02it. Oh, this is the fun part. Hamza. So,
4:18:05if you guys don't know Hamza, he is a
4:18:07self-improvement YouTuber. He blew up, I
4:18:09want to say about three, four years ago.
4:18:10I owe a lot to Hamza because he honestly
4:18:13put me on to so many of these things
4:18:16that we're talking about now. He
4:18:17actually told me about the book that led
4:18:20to me discovering copyrightiting. So,
4:18:23shout out to Hamza. I'm not sure exactly
4:18:26how things are going right now. I know
4:18:28he's had some kind of ups and downs and
4:18:30changed his strategy and whatnot, but
4:18:32we're going to look at like prime Hamza
4:18:33when he was getting millions of views,
4:18:35making hundreds of thousands of dollars
4:18:36per month. We're going to look at that.
4:18:39So, check out the relatability and
4:18:41similarity. Why I quit playing Minecraft
4:18:46relatability, how to stop being a nice
4:18:47guy, why you don't like being you. This
4:18:51is why you feel lost and unhappy in
4:18:53life. Why video games aren't fun
4:18:55anymore.
4:18:57All of these things are extremely
4:18:59relatable. And look at the thumbnails
4:19:01he's using. He's using memes. He's using
4:19:04Minecraft. He's using like, you know,
4:19:06animated stuff. This is all targeting
4:19:08his his audience. Um because that's what
4:19:11they want. They're that age. So titles
4:19:14are directly targeting the viewer. Um it
4:19:16resonates with the specific conditions
4:19:18perfectly matches the awareness but this
4:19:19is um I uh ideal customer profile
4:19:23thumbnails that resonate with the
4:19:24problem. Yeah, he's targeting the
4:19:27problems they feel. He's talking about
4:19:28how he feels the way they feel. Cool. Um
4:19:32familiarity, consistency. So here we
4:19:34have consistently posting for a long
4:19:36time. And look at the way the thumbnails
4:19:37look. They're very familiar. I remember
4:19:39clicking on a lot of these guys. I
4:19:41watched so many of these. Very familiar.
4:19:44That was a great video, by the way. that
4:19:45one. Same here. Posting frequently with
4:19:48consistency for years. Similar
4:19:50thumbnails create familiarity.
4:19:52Yeah, simple. Um, authenticity,
4:19:56humanity. So, Hamza was was so good at
4:19:59this. He had a second channel which he
4:20:02called Hamza unfiltered where he would
4:20:04just talk about his thing. He would talk
4:20:05about his failures. He talk about
4:20:07successes. like he was really the first
4:20:09one to kind of make a that I know that
4:20:11had like a real cult following on
4:20:12YouTube by using these principles. Um
4:20:16he had this is like a lot more like
4:20:19relatability and and humor, but he would
4:20:21use this Jeffrey versus Adonis analogy
4:20:24and he used these in all of his intros.
4:20:27So this was specific to his audience.
4:20:28Like do you see the level of detail
4:20:30here? like he could have just sat down
4:20:32and made videos like he used to, but
4:20:34instead he went in depth on creating an
4:20:36entire like world for his audience and
4:20:39just a cult following. Um,
4:20:43also the way that he spoke. So, he
4:20:45changed his voice a lot when I first
4:20:47started following him. So, he went from
4:20:48like just talking like I normally am to
4:20:52hello, it's Hamza. In today's video,
4:20:54we're going to talk about how you can
4:20:56get girls. He just developed this warm
4:20:59and happy smiley kind of look at him.
4:21:03He's right.
4:21:05Um
4:21:07yeah, confidence with humility. Pretty
4:21:10cool humor and storytelling. He used
4:21:12these storytelling things like
4:21:14perfection. So the first 30 seconds was
4:21:16this hyperanimated scene which displayed
4:21:20what his audience was going through and
4:21:22how they felt about it, which was the
4:21:24problem he would target in his video. I
4:21:26mean, he nailed it, guys. He was
4:21:27crushing it. Um, reciprocity,
4:21:30creativity. Here he is posting hour-long
4:21:34uh guides for men. He could have charged
4:21:36$100 for that, but he gave them away.
4:21:39Attracted his confidence. Like, I mean,
4:21:41it's it's Hamza, right? He's attractive
4:21:43looking dude. Super confident. Um, skill
4:21:47and social proof. Like, his his comment
4:21:49section was full of testimonials. Like,
4:21:51it was like social proof the whole time.
4:21:53Anti-beneficiary bias. He would give
4:21:55away a lot of stuff. Um, yeah, you guys
4:21:58can check out all the breakdowns and all
4:21:59this, but he did this the whole time,
4:22:02man. The cult leader five. He would
4:22:04justify failures, encourage dreams. I
4:22:07remember he used to throw rocks at other
4:22:09YouTubers way back in the day. I think I
4:22:11think we've all learned that lesson.
4:22:12Like, it's not a great strategy. But
4:22:14whenever we all first started out, we
4:22:15were like, "Oh, why this person's a
4:22:17scammer and you shouldn't, you know, buy
4:22:19this person's thing. This guy sucks."
4:22:21Like, it's always throwing rocks
4:22:22enemies. and he did that versus uh
4:22:24Andrew KBY. What's funny is him and
4:22:26Andrew are like friends now, which is
4:22:27hilarious, but he used to crap on him so
4:22:30much. Um
4:22:32yeah, so pretty cool. That's Hamza. Uh
4:22:35we have another for Dan Co. What I'm
4:22:36actually do is we're going to go over
4:22:37the Mint Mobile because I think this be
4:22:39cool to see how a personal brand does it
4:22:41versus like this is a brand if you don't
4:22:44know Mint Mobile, they are a phone
4:22:45company. So a service provider, sales
4:22:48service provider. This is like the
4:22:49oldest freaking boomer industry you
4:22:52could think of that doesn't have hardly
4:22:54any any like new innovation. But Mint
4:22:58Mobile is is winning. They are making
4:23:02their own space in the market because of
4:23:04how good their marketing is. So check
4:23:06this out.
4:23:07Relatability, similarity. They use
4:23:10casual vocab and similar words to people
4:23:12in everyday conversation.
4:23:15So customer care that actually cares.
4:23:18super short weight times, easy to speak
4:23:20with an actual human. Look at how
4:23:21they're using this. Like, it's just it's
4:23:23subtle, but it's a huge difference,
4:23:25especially in a market where people feel
4:23:27just betrayed by the big, you know, big
4:23:31players in that space.
4:23:33Um, for those 55 and up, familiarity,
4:23:36consistency, branding is consistent
4:23:38everywhere. So, Mint Mobile, they have
4:23:39this Mint branding all the time. Um,
4:23:42most of their ads are Ryan Reynolds
4:23:43because I think he's the owner of it.
4:23:45So, every ad they're used to seeing
4:23:47Ronald Reynolds face. Pretty simple. Um,
4:23:51look at this. Look at this authenticity,
4:23:53humanity. How in the are prices so low?
4:23:57Imagine that is the
4:23:59is your thing, right? Like this is a a
4:24:01they're trying like a this is a boomer
4:24:04business model. This is not selling info
4:24:06here. This these are selling like
4:24:08freaking sales service and they're
4:24:10saying this. We don't hate you.
4:24:12Transparency, care, nos. See, we're not
4:24:14kidding.
4:24:15It's just cool the language they're
4:24:17using. All their like marketing is super
4:24:20chill. It's like you're you're watching
4:24:22your friends videos.
4:24:24Uh
4:24:26on 420 they put this the only herb we
4:24:28care about today would be mint. It's
4:24:30just it's funny dude. It's just so
4:24:32funny. Uh happiness and warmth. All of
4:24:35their marketing is just very fun and
4:24:37warm and humor and story. I mean look at
4:24:40Ryan Reynolds, right? How can you not
4:24:41buy from him?
4:24:43Um,
4:24:44in his ads, Ryan talks confidently, a
4:24:47lot of conviction, but is still humble.
4:24:50And so, here we have like a little, you
4:24:52know, Mint Mobile versus these people.
4:24:56Yeah, pretty chill. Uh, the humor and
4:25:00storytelling is is everything. Like,
4:25:03humor is how they do their ads. Like,
4:25:05every single thing they do is just so
4:25:08funny. It's hilarious. Like, look at
4:25:10this.
4:25:13to pay another Verizon bill. Look at
4:25:15him. It's just funny, dude. They they
4:25:18they got it going on with the marketing
4:25:20for real. Russy, they give a lot of free
4:25:23stuff. Pretty cool. Attractive and
4:25:26confidence. I mean, look, it's Ryan
4:25:27Reynolds's brand. Of course, he's
4:25:29freaking attractive. Um, but also the
4:25:31brand is too. All the branding is nice.
4:25:33Uh, the fox is just chilling.
4:25:36Skill and social proof. Um,
4:25:41yeah, anti beneficiary bias, non needed.
4:25:44Everything they do is non needed. It's
4:25:46very nice. They just their marketing is
4:25:47on point, guys. Like, this is what a pro
4:25:49marketer looks like in the 21st century.
4:25:52And then, uh,
4:25:54yeah, they throw a lot of like they do a
4:25:56lot of throwing rocks at enemies, which
4:25:58I think is really cool. So, it uses the
4:26:00hashtag Verizon sucks. The letters and
4:26:03codes map onto the keypad as their
4:26:05actual phone hotline number. And this
4:26:07code means Verizon I hate you. So this
4:26:10is their like
4:26:12this is their number and it comes out to
4:26:15Verizon I hate you. It's just so funny.
4:26:18Yeah, that's so funny. So anyways, those
4:26:21are just a few examples of how to use
4:26:23this. I've gone on I've got some more
4:26:24over here. So there's Apple if you want
4:26:26to check that out. Bloom and um Dan Co.
4:26:29There's a lot of this good stuff on
4:26:31Danco. Like Dan Co did this incredibly
4:26:33as well. So you guys can check out how
4:26:34they do this. But I want to say this is
4:26:36just kind of some some nice overviews.
4:26:38It goes so much deeper than this if you
4:26:40see if you notice how people do stuff.
4:26:42You'll see this everywhere. And I don't
4:26:44have time to um um break down every
4:26:47single YouTube video these guys do. But
4:26:49as you're watching the videos, notice
4:26:51how they're using these things because
4:26:53most of this is used at top of funnel
4:26:56because that's when you want people to
4:26:58start liking you and trusting you. So
4:27:00before you can get them on a sales call
4:27:02and sell them, they need to like and
4:27:03trust you to some extent. That's why all
4:27:05this is very very important. Um, yeah.
4:27:08So, that being said, I don't want you to
4:27:11sit here and watch scrolling your phone
4:27:13for a little bit and think, "Oh yeah, I
4:27:15learned a lot today. This is great. Good
4:27:16job, KJ. Appreciate it." And go make no
4:27:18money. I make these videos so you can
4:27:19change your life and make some money.
4:27:21And so, here's what I want you to do by
4:27:23the end of this week. Super simple. I
4:27:25want you to write down three brands that
4:27:27you really like. So, brands or pe brands
4:27:30or people. It could be just a comedian.
4:27:32could be uh I don't know, it could be
4:27:34anybody. Just find three brands or
4:27:37people that you like. Then I want you to
4:27:40use this mural template. So, I'm going
4:27:41give you guys this template. And um I
4:27:44gave you example of of Hamza here. And
4:27:46then we've got I forgot to change that.
4:27:48We've got three places for you to take
4:27:51screenshots and make notes of three
4:27:54examples. I want you to break down those
4:27:55people that you like and um figure out
4:27:58how are they being relatable and
4:28:00similar? How are they being familiar?
4:28:01How are they being authentic happiness?
4:28:03If you want to, you can do this with
4:28:04mine. Um, if you go to my daily channel,
4:28:06like I'm practicing a lot of these,
4:28:09almost every single one of them, I'm
4:28:11practicing and leveling up by doing
4:28:13those daily videos. So, if you want to
4:28:14check that out, you can. And uh, yeah, I
4:28:17want you to write down tactics that you
4:28:19learn that you might be able to use in
4:28:20your own copy and marketing. That will
4:28:23give you a head start on learning these
4:28:24concepts and putting them into a full
4:28:26marketing strategy. Um, well done. Pat
4:28:30yourself on the back when you finish
4:28:31this because you deserve it. 99 99.9% of
4:28:34people are not going to take action.
4:28:35They're not going to do it and they're
4:28:37not going to learn what you're going to
4:28:38learn. So, congrats to you. But anyways,
4:28:41I know this is a long one, but this one
4:28:43is freaking powerful. I mean, I I've had
4:28:46more fun making this module than I think
4:28:47almost any other module. This was dope.
4:28:49Uh, quick reminder, if you want me to
4:28:51crank out more modules like this one and
4:28:53even better, just let me know what you
4:28:55thought. Let me know if you have any
4:28:56wins, any mental breakthroughs, any like
4:28:58realizations you had during this course
4:29:00and put it in the course wins channel in
4:29:02the copy discord because honestly,
4:29:04selfishly guys, it just it it picks me
4:29:06up to be honest. Like when I'm having a
4:29:08hard day, I look at those wins and I
4:29:09think this is why I do it. This is why I
4:29:12spend freaking 20 hours on one Google
4:29:14doc is because it helps you guys. And so
4:29:17if it if it's helping you, let me know.
4:29:18If it's not helping you, then uh leave
4:29:20me some some constructive feedback and
4:29:22I'll try to make it better. But if it's
4:29:24genuinely helping you, please just let
4:29:25me know. And uh we share these in my
4:29:28team Slack. Like we share them every
4:29:29time we see them and everyone just gets
4:29:31so excited. So thank you so much. I love
4:29:33you guys and I'll see you in the next
4:29:35module.
4:29:39[Music]
4:29:45All right, welcome back to module four,
4:29:48the pain and confidence module. I'm
4:29:51excited because this one took a long
4:29:52time to make, but man is it freaking
4:29:55powerful. Every person I've shown this
4:29:56to that's helped me get feedback for
4:29:58iteration on this has been blown away by
4:30:02the clarity and the power of what you're
4:30:04about to get from this module. So,
4:30:06without further ado, let us dive in.
4:30:09What we're going to cover today is the
4:30:10significance of pain, how to generate
4:30:13pain in your audience, and then how to
4:30:15leverage that pain you generate to
4:30:17create the actions you want.
4:30:20As always, disclaimer. I highly
4:30:22recommend watching every previous module
4:30:25before you watch this one because we're
4:30:26going to build on the concepts we've
4:30:28already talked about. So, if you don't
4:30:30understand those well, it'll be harder
4:30:32and more complicated for you to get what
4:30:34we're going to go over today. But, if
4:30:36you do go through those previous
4:30:37modules, you will have an amazing
4:30:39foundation, which we can lay on some
4:30:41more structure to that foundation to
4:30:44make you a freaking money printing
4:30:46machine. So, let's dive in. First things
4:30:49first, the action equation.
4:30:52So, like we spoke about, you know, your
4:30:54job as a copywriter
4:30:56is to create action. You want to create
4:30:59these beliefs and create the actions in
4:31:01your audience. You want them to click on
4:31:03the the thumbnails. You want them to
4:31:05click on the email subject line. You
4:31:06want them to click the the call to
4:31:08action. You want them to watch the
4:31:09video. All those things are actions and
4:31:12we want to stimulate those in our
4:31:13audience.
4:31:15How do we do that? We do that by
4:31:18creating pain because pain fuels action.
4:31:22And we can visualize this with what I
4:31:24call the action equation. Let's take a
4:31:26look. We'll zoom in a little bit.
4:31:29On the left hand side, we have the pain
4:31:31of inaction minus the pain of action
4:31:36plus confidence in action gives us the
4:31:39chance of action. If that's a little bit
4:31:42confusing, do not worry. This whole
4:31:43module is breaking down this one
4:31:45equation. But basically what this means
4:31:48is if the pain of inaction is greater
4:31:52than the pain of taking the action and
4:31:54they're confident that that action will
4:31:56alleviate that pain, they'll take
4:31:58action.
4:32:00Very simple illustration.
4:32:03If you have your hand on the stove top
4:32:05and it's not on, meaning the pain of not
4:32:08moving your hand is not high because
4:32:10it's not hot. As you turn up the stove
4:32:13and it gets hotter and hotter and
4:32:14hotter, the pain of you doing nothing,
4:32:16meaning leaving your hand there gets
4:32:18great and the pain of you moving it, the
4:32:21energy it takes for you to just move
4:32:22your hand is super low.
4:32:25And you're confident that if you move
4:32:26your hand, it'll stop burning. So, what
4:32:28do you do? You move your hand. That is
4:32:31the first principle action equation. And
4:32:34we're going to tie this in to um copy
4:32:36all that good stuff. But just recognize
4:32:38this is why anyone would take any
4:32:41action. And when you understand that,
4:32:44you gain insight, you gain power. So
4:32:47right now, if you're have if you're
4:32:49having trouble persuading people, which
4:32:51means like if you're not making any
4:32:52money, then you this is your problem.
4:32:54This equation will show you what to fix
4:32:57by focusing on the pain.
4:33:00And if you want to become an effective
4:33:02copywriter, an effective entrepreneur,
4:33:04an effective marketer, whatever, you
4:33:06must become a master of pain. You must
4:33:09learn where pain comes from. You must
4:33:12learn how to create pain in your
4:33:14audience.
4:33:15You must learn how to leverage that pain
4:33:17into the specific actions you're looking
4:33:19for. And we're going to cover each of
4:33:21these in this module. This module is
4:33:22going to go in depth on this equation so
4:33:24you can become that master of pain and
4:33:27start creating the actions you want
4:33:29immediately.
4:33:32Warning, these concepts are powerful. If
4:33:36you're excited right now, you should be.
4:33:38But I want you to understand, by
4:33:40learning to create pain, you influence
4:33:42how someone acts.
4:33:44So, promise me, please promise me,
4:33:46you'll focus on creating productive
4:33:49pain. Meaning, pain that leads to
4:33:52someone creating positive change in
4:33:54their life.
4:33:56So pain can cause you to lose weight or
4:33:59pain could cause you to fall for a scam.
4:34:02And so you, the person that's creating
4:34:04the pain in your audience, it's your
4:34:06responsibility to do this wisely. Do not
4:34:08go out here and overpromise and scam and
4:34:11and do what's given this space such a
4:34:13bad rep already. Don't do those things.
4:34:17Use pain for good.
4:34:21When people hit rock bottom and they
4:34:23change their life, you realize what that
4:34:25is, right? It's this equation.
4:34:28Rock bottom is when someone's pain of
4:34:30not changing gets so great that they
4:34:32change.
4:34:36We want to create those painful
4:34:37scenarios. We want to fast forward and
4:34:40help someone hit rock bottom quickly
4:34:42before their life gets worse so that
4:34:44they change their life for the better.
4:34:46That's like losing weight. You heard of
4:34:48people who literally hit this certain
4:34:50number of weight or they look they look
4:34:52in the mirror one day and they just
4:34:54can't take it anymore and they drop like
4:34:55a 100 pounds over the next six months
4:34:57just like they just a switch flips. We
4:35:00want to create that in our audience to
4:35:01help them
4:35:03versus I remember back like about 15
4:35:05years ago.
4:35:07My granddad almost fell for this phone
4:35:10scam because someone called him and
4:35:13said, "Hey, it's uh it my cousin I have
4:35:16a cousin named Amanda. Um she's awesome,
4:35:18but she was like in college at the time
4:35:20or something and someone called and
4:35:22said, "Hey, Amanda, you know, she's in
4:35:23college. She's in trouble. She needs you
4:35:25to send money to this account like right
4:35:27now."
4:35:28So what they did is they created pain my
4:35:31granddad to try to leverage that to get
4:35:33his money to scam him.
4:35:36But that's why they did it. They created
4:35:38pain. So by telling him this situation
4:35:41of like his granddaughter being in all
4:35:43this trouble and the only way to help
4:35:44her is if he sends money. They leveraged
4:35:47pain to create action. But it wasn't
4:35:50productive pain. It was pain that brings
4:35:52misery, that brings evil. Promise me
4:35:54you'll focus on using pain for good.
4:35:57Also, this applies to who you work for.
4:36:01If you are selling a product that you
4:36:03know is not morally in line with what
4:36:07you believe, brother, don't stop fooling
4:36:10yourself. Okay? If you're helping sell a
4:36:12product that brings misery to people,
4:36:15you realize you're you're playing a
4:36:16part. You're you're an accomplice. So,
4:36:19just want to put that out there. All
4:36:21right. With that out of the way, let us
4:36:23dig in. So, the first things is pain
4:36:25origins. Until we breathe our last
4:36:28breath or Jesus comes back, Lord
4:36:31willing, that happens before we all
4:36:32breathe our last breath, we're
4:36:34continuously in some form of pain. This
4:36:38is the curse of the fall of man.
4:36:41When Adam, the first human, disobeyed
4:36:43God for the first time, it created sin,
4:36:46separation from God. And part of that
4:36:49punishment is we're going to have to be
4:36:51in pain. We're going to have to work the
4:36:53land. And um girls have to go through
4:36:56the pain of child labor. So pain got
4:36:58introduced when sin came to the world.
4:37:01And because we're all sinners and in
4:37:04need of in need of Jesus until we go to
4:37:07be with Jesus or until we breathe our
4:37:08last, we're always going to be in some
4:37:10form of pain. So highly recommend if you
4:37:12haven't seen the mindset module, go
4:37:14check it out. We talk about God and and
4:37:15all this and go go into detail with
4:37:18that. But just understand that everyone
4:37:21all the time is continuously in some
4:37:24form of pain. And while that may sound a
4:37:26bit weird and depressing, it isn't.
4:37:29Because just like we talked about a
4:37:30second ago, pain motivates us. Pain is
4:37:34why we work. It's why we set goals. It's
4:37:36why we create solutions.
4:37:42But understand that although we may be
4:37:45all experiencing some form of pain, we
4:37:48aren't always aware of that pain.
4:37:52And we don't always know what's causing
4:37:53that pain. So, right now, I'm recording
4:37:56this module. I am in flow state.
4:37:59I'm being careful to choose my words
4:38:02carefully. I'm trying not to say like
4:38:04and um and stutter and do all this. I'm
4:38:06trying to talk loudly and clearly. I'm
4:38:09so focused on my work, I'm dialed in
4:38:11that I'm not aware of whatever little
4:38:13pains I've got. Like for instance, my my
4:38:15thumb is always cut. I don't feel it
4:38:17right now because I'm in flow state. I'm
4:38:18not I'm not aware of it. And so just
4:38:21because someone's in pain doesn't mean
4:38:22that they they understand it and they're
4:38:24they're aware of it.
4:38:27And so our job as a copywriter
4:38:30is to bring awareness to the pain your
4:38:33audience is in. And then we're going to
4:38:35blame that pain on a specific problem
4:38:38that our product and service solves.
4:38:42In that second half, we'll go into
4:38:44detail in the next module in problem
4:38:46chains.
4:38:48But before you can blame that pain on a
4:38:51problem, you need to figure out how to
4:38:52bring awareness to the pain. And this is
4:38:55also why we love distracting ourselves
4:38:57from from life and from work.
4:39:00Think about why you play video games and
4:39:01stuff is most of the time you're trying
4:39:03to escape the feeling of pain from not
4:39:06doing enough work or the feeling of pain
4:39:07from your life not going how you want it
4:39:09to. This is why we have, you know,
4:39:12ignorance is bliss and flow state and
4:39:14doom scrolling.
4:39:16People
4:39:18are considered to be the happiest they
4:39:20are in their life when they're in flow
4:39:21state because they're distracted from
4:39:23the pains that's going on around them
4:39:27and they're actively usually working to
4:39:29solve some sort of pain. So, not only
4:39:30are you like distracted from your
4:39:31current pain, but you're decreasing your
4:39:34future pain by working on the thing that
4:39:36that matters. So, it's like a
4:39:37double-edged sword versus uh
4:39:42doom scrolling
4:39:44or just like choosing to be ignorant.
4:39:46That's kind of just ignoring the pain
4:39:47and doing nothing about it and just
4:39:48distracting yourself. And so because
4:39:51everyone is in this state, we have to
4:39:53help them bring awareness to their pain
4:39:55and start taking the action that's going
4:39:56to better their life. And like I said,
4:39:58remember we're doing this to help people
4:40:00change for the better. Positive pain.
4:40:03This is a good thing. Um here's an
4:40:05amazing message that I got from Jovin a
4:40:07couple months ago. Uh one of the one of
4:40:09the guys in CE and he's talking about
4:40:12the pain of investment. And because he
4:40:15invested his time and money in Copy
4:40:17Elite, he started taking massive action
4:40:20like he never had before. He started
4:40:22doing harder work sessions in
4:40:24accomplishing harder things because that
4:40:27pain was there. Um he's saying if he
4:40:30spent $200 or even a thousand, he would
4:40:32have he wouldn't have procra he would
4:40:33have procrastinated and not take taken
4:40:35action on sending outreach, not making
4:40:37his offer. So, because he went through
4:40:39the pain of committing and investing and
4:40:42taking the time and being part of his
4:40:43community, I mean, you guys have seen
4:40:46his wins post. It's been awesome. So,
4:40:47shout out to you, Joan. But that's our
4:40:50job here. We're trying to create
4:40:51scenarios like this, to use pain to
4:40:53better someone's life, not destroy it.
4:40:57So, let's talk about that. The first
4:40:59step to creating pain is by
4:41:02understanding where pain comes from. The
4:41:05pain origins. And these are kind of like
4:41:08the pre-coded
4:41:11things in our brains and bodies that
4:41:13signal pain. This is what God has kind
4:41:15of coded us to strive for. And so when
4:41:19whenever we don't have these things,
4:41:21pain happens. Why? Because we need these
4:41:23things. That's how we're we're
4:41:25programmed. And this can be explained
4:41:27from Maslo's hierarchy of needs. This
4:41:31explains what our core desires are. And
4:41:34when these core desires aren't being
4:41:35met, that is when we feel pain. So,
4:41:39let's start from the bottom. Number one,
4:41:42physiological needs. Also, do you guys
4:41:43like this? This took me so long to make.
4:41:47This took me so long to make this
4:41:48diagram, but dude, I think it was worth
4:41:49it. It looks cooler than the ones I
4:41:51found on on Google. Anyways, side note.
4:41:54Um, starting from the bottom,
4:41:56physiological needs. These are the
4:41:58things that we need to survive. This is
4:42:00just like staying alive, right? So
4:42:02number one, staying alive, physiological
4:42:04needs, air, water, food, shelter, sleep,
4:42:08clothing, reproduction. This is like our
4:42:10kind of like the monkey brain, the very
4:42:13very core monkey brain. We need air,
4:42:14water, food. We want to sleep, we need
4:42:17clothes, and we need to reproduce. So
4:42:19that's like the base core needs. Um, and
4:42:22what we'll talk about is you usually
4:42:25start from the bottom and work your way
4:42:26up. And so if you're starving to death,
4:42:29you're not worried about
4:42:30self-actualization. You're not worried
4:42:33about status or recognition. You're
4:42:35literally starving. All you care about
4:42:37is finding a stake. And so that's kind
4:42:39of how this this hierarchy works is you
4:42:42start from the bottom and work your way
4:42:44up. The second one is safety needs. So
4:42:47once you're, you know, you have your
4:42:48air, water, food, you're surviving. Now
4:42:50you want to feel safe. You want to be
4:42:52free from fear and danger. So like
4:42:54security, you want to have employment.
4:42:57This is why people like jobs. They feel
4:42:59safe. Is a job safer than
4:43:01entrepreneurship? I could argue not
4:43:03really because now you don't have any
4:43:05real skills for the most part. And if
4:43:07you get fired automatically, what are
4:43:08you going to do? But they feel safe. And
4:43:13so by having that feeling of safety,
4:43:16it's valuable because they feel less
4:43:17pain because they feel stable at a job
4:43:20where they don't have to think for
4:43:21themselves. Not everybody's cut out for
4:43:24this game. I'm going be straight up. In
4:43:25fact, most people are not.
4:43:29Most people are meant to be employees.
4:43:32There's nothing wrong with that. It's
4:43:34only wrong if you're if you're the
4:43:35person who has that entrepreneurial gift
4:43:37that God has programmed you with and
4:43:39you're not using it or you're not trying
4:43:41to use it. You're ignoring it. But most
4:43:44people like that safety of of
4:43:45employment.
4:43:50One of the coolest feelings that I've
4:43:52had in the past year is hitting this
4:43:54point where I realize, you know what, if
4:43:57I lost everything, I have all these
4:44:00skills where I feel like I could make at
4:44:02least 10K a month by the end of the year
4:44:05doing anything. Like, if you just put me
4:44:07in the middle of anything based off the
4:44:09skills and how I've learned how to learn
4:44:10and my communications and all this
4:44:12stuff, I feel like I could be back at
4:44:13six figures a year. And that just level
4:44:16like security in that it just feels
4:44:17amazing some safety. But most of the
4:44:20time we're talking about um physical
4:44:23safety like fear from actual danger.
4:44:27Uh so once you have food and stuff like
4:44:28you want to have security. So this is a
4:44:32lot of people in like lower uh lower
4:44:38progressed count. Someone got mad at me
4:44:39for saying third world countries the
4:44:40other day. But anyway, that's how I
4:44:41explain it. In third world countries
4:44:42where they're having war and stuff. This
4:44:44is a huge deal. So once they have food,
4:44:46like they want to be safe. They want
4:44:47safety from this warfare. So that's a
4:44:50big one. Next is sexual companionship,
4:44:55significant other. Um this kind of goes
4:44:58into love and belonging. So friendship,
4:45:00intimacy, family. Number three and four
4:45:03are kind of in the same exact level
4:45:05here. So three and four come from this
4:45:07yellow level, which is you want to have
4:45:09a relationship, a significant other.
4:45:11Then you want to have
4:45:14love and belonging. You want to feel
4:45:15like you're part of a community. You
4:45:17want to have friends. You want to have
4:45:18intimate relationships. You want to have
4:45:19family. A sense of connection and
4:45:21belonging in a community.
4:45:24Yeah. So that's number three and four.
4:45:25Number five is status and respect. This
4:45:27is probably like the biggest one that
4:45:29you're going to target with most of your
4:45:31copy. Most of you with all your copy
4:45:33will be targeting status and respect to
4:45:35some extent, especially if you're in
4:45:37like the entrepreneurship space, you
4:45:39know, coaching, whatever. That's a big
4:45:40one. Um, so this is like respect for
4:45:43yourself, self-esteem, the status you
4:45:45have in the world, your recognition,
4:45:47your strength. Um, being able to provide
4:45:50for yourself.
4:45:52Yeah. Superiority. You want to feel like
4:45:54the best. You want to feel like the
4:45:56winner, superior to everyone else. Um,
4:45:58it's that it's the pride, you know, the
4:46:01pride that we're our sinful nature loves
4:46:03so much and we try to avoid.
4:46:07Number six, fulfillment of purpose.
4:46:10Self-actualization. Um, this is the
4:46:12desire to be the most that one can be.
4:46:14So, to fulfill the purpose, I believe
4:46:17this is directly. I mean, there's a
4:46:18reason God programmed in this this into
4:46:20us. It's because he has a purpose for
4:46:24you and for me. He's given us specific
4:46:26gifts that we are supposed to use to
4:46:30serve God and to serve people, to expand
4:46:32his kingdom, to tell others about Jesus.
4:46:37There's a reason I started this offer.
4:46:39It's because
4:46:41I was gaining all of these things, but I
4:46:44wasn't gaining this one. I was helping
4:46:47other people who had a lot of money make
4:46:51more money.
4:46:52Instead, I wanted to tell people about
4:46:55God through the gifts he's given me,
4:46:57through my ability to teach, and through
4:46:59my love for teaching and communication
4:47:01and community that we have in copy lead.
4:47:03I just this is yeah this is mine. It's
4:47:06like once you have all these things you
4:47:07start worrying about you know what what
4:47:09is my purpose? What is my
4:47:11self-actualization? All this stuff. This
4:47:12is also why you see people they hit 10K
4:47:14a month and they have like a crisis
4:47:17because they realize like they were
4:47:18trying to solve all this. They hit 10K a
4:47:21month and they're like frick
4:47:24now what? Why am I doing this? Like
4:47:26what's going on? Like what what's the
4:47:27point of all this? What's the point of
4:47:28this money? All this. they go through
4:47:29another breakdown because they realize
4:47:30that there's a whole another level that
4:47:32they need to solve now. Um, and shout
4:47:36out to the real ones who solve this
4:47:37before you hit 10K a month. That's
4:47:39that's the way to go. But anyways, this
4:47:42is where our pain comes from. And so,
4:47:44like I said, pain can be traced back to
4:47:47one or or more of these desires missing
4:47:50or being in question, being compromised.
4:47:54And so when your esteem, when your
4:47:56status is being compromised or you have
4:47:58no status, you feel pain.
4:48:01When you don't have love or maybe your
4:48:05relationships is in question, your love
4:48:06is in question. You feel pain. You want
4:48:09to do something about it. And like I
4:48:11said, it usually starts from number one
4:48:13and works its way up the pyramid. So,
4:48:15you go from staying alive to freedom
4:48:17from fear and danger to sexual
4:48:19companionship to social approval,
4:48:20belonging to status, to purpose, and
4:48:22then enjoying food and drink. I forgot
4:48:24about this one. Um, it's funny because
4:48:26this is a this is a core part of
4:48:28humanity is we like to enjoy food and
4:48:31drink. It just is what it is.
4:48:34There's not many people who would prefer
4:48:36to eat bad tasting food over good
4:48:39tasting food given the similar
4:48:40circumstances. So, this is a core drive.
4:48:42We want to have food and drink that
4:48:44tastes good. And this can kind of go in
4:48:46any any spot. Like this doesn't really
4:48:48follow an order. Um staying alive is
4:48:50always like number one, but after that
4:48:52it's like you could have good food
4:48:53there, you have good food later after
4:48:55you get a girlfriend. I mean it it's
4:48:57kind of just there all the time. All
4:48:59right.
4:49:01Once an origin is solved for you, you
4:49:03usually want to solve it for your family
4:49:05usually. So, like if you're starving,
4:49:08once you solve that, before you go and
4:49:10solve, you know, your your status and
4:49:12respect, you probably want to help your
4:49:14family. And so, this is a really
4:49:16important thing to to understand because
4:49:18someone could be doing something to
4:49:20solve the pain that their family is
4:49:22feeling from one of these. Really,
4:49:25really important. Listen to that again
4:49:27if you missed that.
4:49:29Once a pain origin is solved for
4:49:31yourself, you usually want to solve it
4:49:33for your family, especially when it's
4:49:34one of these bottom ones. Like if your
4:49:36family is dying, you want to help them
4:49:38get food quick. Um,
4:49:42yeah, makes sense. And most people do
4:49:45not realize the origin of their pain.
4:49:47They aren't aware of it. They just feel
4:49:49bad and they just blame that bad on on
4:49:51problems. So, for example,
4:49:53when you guys came to me to join Copy
4:49:55Elite, you probably weren't like, "Oh,
4:49:57KJ,
4:49:59I just can't seem to become the the
4:50:01person I want to be the most." or KJ, I
4:50:04just need to regain this feeling of
4:50:06strength and self-esteem I have in
4:50:07myself. No, what did you tell me? You
4:50:09said, I need money, KJ. I need money.
4:50:12So, you verbalize this pain origin as
4:50:15needing money. You think money is going
4:50:17to give you these things because money
4:50:19does bring a lot of these things. Money
4:50:22does help you have cover your
4:50:24physiological needs, cover your safety
4:50:26needs. You think it'll help you, you
4:50:28know, have status and respect and
4:50:29belonging. And so you tie these origins
4:50:32into one problem being I need money.
4:50:37Money can solve money problems, but it
4:50:39can't solve all your problems. And
4:50:41that's referring straight to this. Some
4:50:43of these things money can help with.
4:50:45Some of them it cannot. In fact, it
4:50:46might hurt. So keep in mind, people
4:50:50don't realize the origin. That's why we
4:50:51have to tie it around a problem or we
4:50:53have to meet them at their awareness
4:50:54level. We'll talk about that in detail
4:50:56next modules.
4:50:58But an example is whenever you're doing
4:50:59a sales call and you hear like, "Oh, my
4:51:01life sucks or my business sucks." But
4:51:03they can't they don't they can't
4:51:05verbalize what suck means. Like what
4:51:07does that actually mean? You've got to
4:51:09dig it out of them and help them become
4:51:11aware of why they're in pain.
4:51:14So someone says, "Oh, I hate being in
4:51:15college." It's like, "Well, why do you
4:51:16hate being in college?"
4:51:18It all comes back to this. Is it because
4:51:20you're
4:51:22you feel like you're not living your
4:51:25purpose in college? Is it because you
4:51:29don't have a sense of connection with
4:51:30the people who are in college, you don't
4:51:31have the same like think about it, you
4:51:34guys who are in this community, how
4:51:36alike we feel and how funny it is to
4:51:38talk about how similar we are compared
4:51:40to how different we are to the entire
4:51:42rest of the world out there. You didn't
4:51:44have that that connection in college. I
4:51:45know I didn't. I didn't know a single
4:51:47entrepreneur in college. It was me. I
4:51:48felt like it was me against the world
4:51:49and I was just crazy.
4:51:52So that's why college quote unquote
4:51:54sucks. It's because of these. And so you
4:51:56you want to dig that out of them. And if
4:51:58you understand why they feel that way,
4:52:00you have all this leverage to create
4:52:02insane amounts of pain that they didn't
4:52:04even know where it was coming from or
4:52:06that it existed. And so like I said
4:52:08earlier, your job as a copywriter is to
4:52:11bring awareness to the pain your
4:52:13audience is in and then blame that pain
4:52:15on a specific problem that your product
4:52:17and service solves. Once again, we'll go
4:52:20over the second half in next module, but
4:52:22for now, how do we bring awareness? How
4:52:25do we cause the pain? Let's jump in.
4:52:27This is where things get tactical. So
4:52:30the first step is increasing the pain of
4:52:33inaction.
4:52:35So this is like the traditional thought.
4:52:37Whenever you hear increasing pain, this
4:52:38is what you're probably thinking about,
4:52:40which is making their life seem sucky.
4:52:43How do you make it feel like where
4:52:44they're at is is just terrible and they
4:52:46need to change. So like if you're, you
4:52:48know, follow some some of other people's
4:52:50teaching where they talked about there's
4:52:51three closes, right? You sell people on
4:52:53changing. You sell them on your method.
4:52:55Then you sell them on your product which
4:52:56fulfills the method.
4:52:59This is the first step. So selling them
4:53:00on change.
4:53:03If they don't think their life sucks,
4:53:05why would they want to change anything?
4:53:07They wouldn't. And that's not that's not
4:53:10binary. That's a spectrum. Just like
4:53:12when people are are about to lose
4:53:14weight, they didn't want to lose weight
4:53:16all the way up from like
4:53:19150 to 160, 17, 180, whatever. And then
4:53:22as soon as they got to 250, they saw
4:53:23that number. They're just like, I can't
4:53:25I can't do this anymore. I have to
4:53:26change. That pain was building the whole
4:53:28time, but there's a threshold that it
4:53:30hits where like it's it's larger than
4:53:32the pain of action. Um,
4:53:36so what we have to do first is increase
4:53:38the pain they feel right now. This is
4:53:40like the stove top example. So in this
4:53:42example, this is you cranking up the
4:53:44heat on the stove to where they want to
4:53:46change.
4:53:48And so by create by increasing the pain
4:53:50of inaction, meaning the pain of doing
4:53:52nothing and things getting worse, you
4:53:54increase the pressure they feel to take
4:53:57action and solve the problem. So your
4:53:59goal is to increase the pain they feel
4:54:02about the problem they have, increasing
4:54:04the pain they feel from doing nothing.
4:54:07Once again, you're selling them on
4:54:08changing. They need to change. Now,
4:54:12we do this by leveraging the work you've
4:54:14already done in module one, specific
4:54:16conditions. So, this should be so easy
4:54:19now that you've already done the hard
4:54:21work of figuring out what situations
4:54:24your audience is in and what's what
4:54:26problems do they have. So, we can create
4:54:29pain using positive or negative
4:54:31emotions.
4:54:34You might think, "Oh, well, a positive
4:54:35emotion, how does that create pain?"
4:54:36You'll see in a second. Pain can be
4:54:39caused by just needing to escape. Like,
4:54:41pain is needing to to change something,
4:54:43to escape your current situation. And we
4:54:46can do that in a positive or negative
4:54:47way. Now, negative emotions are
4:54:50naturally more powerful, but when
4:54:53they're overused, they come across as
4:54:55more pushy and fear-mongery. Um, so be
4:54:58careful using too many negative
4:55:00emotions. It can it can cause like this
4:55:03this bad taste in your audience's mouth
4:55:05from your messages and it can come
4:55:07across as kind of a little pushy, a
4:55:09little scammy, a little fear-mongering.
4:55:10So, just, you know, use it tastefully,
4:55:12but it is very powerful. So, let's go
4:55:16over a positive angle. So, a positive
4:55:18angle would be talking about the dream
4:55:21situation your audience has. So, what do
4:55:23they want to be at? What is the mountain
4:55:25top? What is the vacation? How do you
4:55:27sell them the vacation? And extremely
4:55:30importantly, how do they want to feel
4:55:33when that's happening?
4:55:36By talking about how they're going to
4:55:37feel, that's what brings up the
4:55:39emotions.
4:55:42times 10.
4:55:44So, if I just say, you know, oh, you
4:55:46wake up and you have three clients.
4:55:50It's like that doesn't bring a whole lot
4:55:51of emotion to you. There's a stretch
4:55:53that you have to take on your own versus
4:55:55if I say you wake up and you open up
4:55:58your laptop and you see that stripe
4:55:59screenshot of you just got a $1,500 in
4:56:02uh from your second client of this
4:56:04month. And the feeling of accomplishment
4:56:07just rushes over you because you know
4:56:10you'll be able to not only pay your rent
4:56:12but save an extra $500 a month which you
4:56:15could use to help your family. And
4:56:16they'll finally see you as that person
4:56:19who's the the provider and you're just
4:56:22content
4:56:25with the man that you've become.
4:56:29Do you feel how different that is? Way
4:56:31different.
4:56:33But notice as soon as I said that, what
4:56:36probably happened? Pain. Because you're
4:56:39not there yet. So by creating a larger
4:56:42gap for making the vacation seems so
4:56:45wonderful and the dream life seems so
4:56:47great, pain is created because you're
4:56:49not there.
4:56:51Why do you think the meta for selling
4:56:53info has been the same for the past 10
4:56:55years? Right? show you a massive
4:56:56Lamborghini and how dope my life is and
4:56:59how everything in my life is great and
4:57:00I'm rich and I buy watches and and yeah,
4:57:03you're poor buy my thing which tells you
4:57:06how to get these Lamborghinis
4:57:08because they're using this angle by
4:57:11showing you how amazing their life is or
4:57:13quote unquote how how much amazing it
4:57:15seems in a in a 10-minute video.
4:57:18You feel pain
4:57:21and they don't even have to do it. You
4:57:23know what I'm saying? like they're just
4:57:23showing you how quote unquote great
4:57:25their life is and that creates pain
4:57:27which causes you to book a call through
4:57:29their funnel and buy their program.
4:57:31That's exactly how it works. It's a
4:57:33positive angle. So I consider this
4:57:36running to the light. So this is like
4:57:40running towards something. This is what
4:57:42this pain causes.
4:57:44Negative angle.
4:57:47This is where you use a nightmare
4:57:49situation and how they hate to feel
4:57:53and they feel pain from being stuck
4:57:55there.
4:57:57So by bringing their attention to their
4:57:58sucky past, present or future situation
4:58:02and how bad they felt, they feel right
4:58:04now or they will feel if they don't
4:58:06change, they feel pain.
4:58:10So if I talk about, hey,
4:58:12you know,
4:58:14this because you don't have a proven
4:58:16outreach system is why you're
4:58:18continually sending outreach after
4:58:20outreach, hating your life,
4:58:21procrastinating every day because deep
4:58:23down you know these lowquality
4:58:25outreaches are not going to work. You've
4:58:27already sent a thousand and you're
4:58:28sitting here wondering if this is all
4:58:30worth it. Are you destined for this path
4:58:33or are you just another failure?
4:58:36Are you going to sit here and let other
4:58:37people sign client after client after
4:58:39client while you're sitting here sending
4:58:41these DMs that you just know are not
4:58:43going to work and you're wasting time
4:58:46and you don't even know if you'll be
4:58:48able to pull this off, if you'll be able
4:58:49to make enough money online to do this
4:58:52full-time. You don't know if you'll live
4:58:53up to your purpose
4:58:56and you feel ashamed.
4:58:59You don't feel good enough. You feel
4:59:01like you're just another average person
4:59:03like the world expected you to be.
4:59:07Yeah, that's painful, right? Like that's
4:59:09what I'm saying. Like, oh man, the
4:59:10negative part is is powerful, but you
4:59:12got to be careful, man. I once again,
4:59:15use this for posit use this for a a
4:59:17positive action, but be careful creating
4:59:19negative pain because it's powerful. It
4:59:21hurts. And there's a classic study done
4:59:24where I might be butchering it, but
4:59:26basically what happens is if you ask
4:59:28someone if they'll walk two miles and
4:59:32get to get 20 bucks, they'll be like,
4:59:34"Ah, I'm good." But if you tell them
4:59:36they dropped 20 bucks, two miles back,
4:59:39they'll walk to go get it. Because
4:59:41people don't like loss. They don't like
4:59:44the negative stuff. And so negative can
4:59:47be more more beneficial than positive.
4:59:49It's the same thing, right, that you
4:59:50you're gaining $20 than you than you
4:59:52were in this current moment, but because
4:59:54it's it's negative, you don't want to
4:59:55lose. It's more powerful. You go do it.
4:59:57You take action. So, just be careful.
5:00:00Let's go over some examples to show you
5:00:02what this looks like. So, any anytime
5:00:04you're creating pain, it can be positive
5:00:05or negative, and you can choose. Let's
5:00:08go over just some really basic examples.
5:00:09I just don't don't judge me for these. I
5:00:11just spun these up in like five minutes
5:00:14um using some examples from other copy
5:00:16and just Yeah. But let's go over
5:00:18fitness. So let's say copy this
5:00:21stepbystep calisthenic system to unlock
5:00:24skills that make people look at you like
5:00:26you're a famous athlete in only 3 to six
5:00:28months. So here, what are we doing?
5:00:31Unlocking skills that what? Make people
5:00:34look at you like a famous athlete. What
5:00:36are we what are we targeting here? We're
5:00:38targeting some status, right?
5:00:42Notice how they're doing that. Um, but
5:00:44this is painting a a dream outcome. And
5:00:47because you don't have skills and you
5:00:49people don't look at you like a famous
5:00:51athlete, you feel pain from this. First
5:00:53is the negative approach. Copy this
5:00:56system and say goodbye to the
5:00:58embarrassment of looking, feeling, and
5:01:01being frail.
5:01:03So this is kind of actually positive by
5:01:04saying say goodbye, but you get the
5:01:06point. To the embarrassment of looking,
5:01:08feeling, and being frail. So on the
5:01:10positive angle, we're going towards how
5:01:12they feel when they're when they're the
5:01:13beast. Here we're targeting how they
5:01:15feel right now. The pain of looking and
5:01:18feeling and being afraid. Notice how
5:01:19we're talking about the feeling, the
5:01:21embarrassment, how they they feel that
5:01:23it's a situation that they're like going
5:01:25back to in their mind. All right, let's
5:01:27take a look at ecom. Once you know the
5:01:29one secret to finding a high quality
5:01:31product for your store, you'll unlock
5:01:33what feels like an infinite money
5:01:34glitch. Here we're talking about a
5:01:35feeling that they kind of imagined from
5:01:37their video game era. Feeling the rush
5:01:40of each ch-ching, knowing you're one
5:01:42step closer to living life completely
5:01:44free. Notice what what I did here is I'm
5:01:47talking about freedom and and purpose,
5:01:50self-actualization,
5:01:52and they inherently kind of think about
5:01:54status during this. So, that's positive.
5:01:56Let's look at negative. Without knowing
5:01:58the one secret to finding a high quality
5:02:00product for your store, you will stay
5:02:02broke forever. Never escaping the
5:02:04dreadful feeling I have to clock in to
5:02:06work on Monday. So here it's a nightmare
5:02:09scenario that they're stuck in and then
5:02:11this terri we're bringing attention
5:02:13awareness to this awful feeling
5:02:16um that they've experienced of having to
5:02:18clock back in. It's just like oh man I
5:02:20hate that
5:02:22terrible feeling. Um here's a really
5:02:24simple example with YouTube titles. So
5:02:27look at how you can do positive or
5:02:28negative. So the the five habits of the
5:02:31top 1% men or the five habits keeping
5:02:35men weak. the same exact content, just
5:02:38positive versus negative. And uh we'll
5:02:41go over examples later in this module of
5:02:42a lot more of how to create pain. So if
5:02:44you don't want 100% get it yet, don't
5:02:45worry. But just just know that it's a
5:02:48you talk about a dream situation plus
5:02:51how they want to feel about it and they
5:02:53feel pain from not being there. Or you
5:02:55talk about a nightmare situation and how
5:02:57they hate feeling about it. I just
5:02:59messed up that diagram. I just realized
5:03:00it's supposed to be a negative. Um and
5:03:02the pain they feel from being stuck
5:03:04there. So dream situation, how they want
5:03:07to feel, nightmare situation, how they
5:03:08hate feeling, you're going to bring up
5:03:10pain. Now,
5:03:15how potent this is 100% depends on how
5:03:19well you've done the earlier modules.
5:03:21So, it's all about specific conditions.
5:03:23It's all about general conditions. It's
5:03:26all about the liking, relatability. Are
5:03:28you using language that they that they
5:03:30um freak with? Are you
5:03:34are you going over situations that
5:03:36they're actually in that are actually
5:03:38painful to them? That's what makes this
5:03:40powerful. This is just like another
5:03:42framework. But this is why I have to
5:03:44teach this course in full because like
5:03:46none of this none of these things are
5:03:47going to save you on their own. But by
5:03:49having understanding of all of these
5:03:51things, that's when you become powerful
5:03:53a full stack marketer.
5:03:56So bonus tech is storyelling. So this is
5:03:59kind of how you can do the same thing
5:04:00but using your own story. This is really
5:04:02good for personal brands and for stuff
5:04:03like that. By telling the story of how
5:04:06you went from their painful situation,
5:04:08so this one up here, to the dream
5:04:11outcome, which is this one, they kind of
5:04:14live through you and they feel the same
5:04:17emotions that you felt because it's so
5:04:19similar to their story. You indirectly
5:04:22bring awareness to their pain. So they
5:04:24imagine themselves in your shoes and
5:04:26they want to do slash buy slashtake the
5:04:28action that you took to get your
5:04:30results.
5:04:32And the reason why this works is when
5:04:34you nail your past scenario sounds
5:04:36exactly like their past scenario. So if
5:04:40they're listening to your story and
5:04:41they're like, "Dude, that is me right
5:04:42now. What the heck? I'm in that same
5:04:44scenario. I feel the same way you feel.
5:04:46I'm going through the same struggles and
5:04:48then they hear about you solving all
5:04:50that problem and getting the outcome
5:04:52that they want.
5:04:54They want to follow in your footsteps
5:04:56and do whatever it is that you you did
5:04:57do to do that. So, like I said, this
5:04:59works for every form of traffic, but
5:05:01specifically powerful
5:05:03when the product or service you're
5:05:04selling is attached to a person or
5:05:06personal brand. This doesn't mean
5:05:09organic content. I just mean a personal
5:05:11brand. So, even if you're running cold
5:05:12ads or something like that and there's
5:05:15there's someone selling it, like it's
5:05:17not just like an ecom brand, like
5:05:18there's actually a face behind the
5:05:20person who's selling it, this can be
5:05:22extremely powerful using story selling.
5:05:25So a good example is our current um like
5:05:28our current low awareness funnel right
5:05:30now. So this is for people from my raw
5:05:33channel who have no idea what
5:05:35copyrightiting is. We send them to this
5:05:37page where it's a story selling. Now
5:05:38eventually we will we were not going to
5:05:39use this in the future but we had to do
5:05:41this for right now. So it's a great
5:05:42example. I'll scroll through it real
5:05:44quick. Basically you see me I'm talking
5:05:45about how
5:05:47I felt pain. I had one goal and because
5:05:50I wasn't you know I wasn't hitting this
5:05:52goal I felt pain. So, I talked about how
5:05:54it sucks. I tried and failed it. All
5:05:56these things suck. Then I saw this one
5:05:58thing, this one skill. Um, I talked
5:06:01about feeling pain. I didn't make any
5:06:03money. I was I considered getting
5:06:04another job to get my wife out of the
5:06:06apartment we were stuck in. But I
5:06:08discovered the most valuable skill,
5:06:09which is copyrightiting. And I'll talk
5:06:11about my journey of achieving my dream
5:06:13outcome. So, here you you know, you have
5:06:15my plan. Then, boom, the dream outcome.
5:06:17I hit 10K a month. Whoa, it was crazy. I
5:06:19helped other people do 10K a month. I
5:06:21did, you know, 60K a month. insane,
5:06:22insane. All from learning
5:06:23copyrightiting. Here's some crazy
5:06:24results from our students. Um, so you
5:06:26see how I'm using the story from my
5:06:29example to bring them through the
5:06:32journey that they want to go on.
5:06:35Um, so like I said, it's really good for
5:06:37people who are are less aware of what
5:06:39you're doing. So like I wouldn't give
5:06:42this funnel to my main channel because
5:06:43they're already sold on copyrightiting.
5:06:44They don't need to be sold on
5:06:45copyrighting. They need to be sold on
5:06:46copy lead and like the outreach systems
5:06:48and like the principles we teach in this
5:06:51program. So anyways, you get the point.
5:06:54Um, also writing B TOC VSSLs. This
5:06:57module is kind of like a storyelling
5:06:59master class. So feel free to go through
5:07:01that inside the high ticket course. This
5:07:02one's great. So go check that out if you
5:07:04want more on that. Yeah, storytelling
5:07:06can be a good way to do the negative and
5:07:08positive angle in a very like low-key
5:07:11indirect way. Now,
5:07:15like I mentioned earlier,
5:07:17it's vitally important. Do not forget
5:07:19everything you've learned so far.
5:07:21The amount of pain that you're able to
5:07:23create depends on how well you
5:07:26understand and use specific conditions,
5:07:28general conditions, and the variables of
5:07:30likeness. If you can't do those three
5:07:31things, you're going to be shooting in
5:07:33the dark creating pain. So, once you
5:07:35know those and you have these frameworks
5:07:36and you understand the origins, all of a
5:07:38sudden, you can just you can create
5:07:40insane amounts of pain almost
5:07:42effortlessly.
5:07:45But once again, if you talk about
5:07:46situations and feelings that don't match
5:07:48what your audience wants to feel, you
5:07:51won't create pain. Specific conditions
5:07:53are everything. If you're selling a
5:07:54workout program and you're targeting
5:07:57people who want to lose weight, but your
5:08:00audience is all about people who want to
5:08:03bulk up and they're tired of being
5:08:04skinny, then you talk about situations
5:08:06of them feeling overweight doesn't match
5:08:08your audience. They're not going to feel
5:08:09pain because they've not gone through
5:08:10that. And so it all depends on specific
5:08:12conditions.
5:08:14Also, the more you nail the variables of
5:08:16likeness when you're creating pain, the
5:08:19more confidence they have that you'll
5:08:20solve that pain later. So you probably
5:08:22got you guys probably won't get this
5:08:24till you watch this module again for the
5:08:25second and third time, but when we go
5:08:28over confidence later, the more specific
5:08:31and the more relatable and perfect you
5:08:34nailed their pains, the more confidence
5:08:36that they have as well. So, not only are
5:08:38you creating pain, but you're creating
5:08:39confidence because they're like, "Wow,
5:08:41this guy has been through what I've been
5:08:43through. He knows it. And if he figured
5:08:46it out, I have confidence he'll help me
5:08:49with it because he understands it so
5:08:50well. It's so in detail to what I'm
5:08:52exactly feeling." And that comes from
5:08:55nailing the variables of likeness and
5:08:57being specific.
5:08:58Um, we can also increase the pain of
5:09:00inaction by pushing the big FOMO general
5:09:03condition.
5:09:05So what we talked about in general
5:09:06conditions using big and FOMO, they feel
5:09:08this pain of staying still. The pain of
5:09:11not taking action is great. When
5:09:13something feels big and FOMO like you
5:09:15you got to take you got to take action
5:09:16now because you don't want to wait. It
5:09:18could you could miss it. So the pain of
5:09:19doing nothing increases when you use
5:09:22this general condition. Also by using
5:09:24urgency and scarcity. So that that'll be
5:09:26covered in the urgency scarcity module
5:09:27in detail. But urgency and scarcity is
5:09:30huge when it comes to putting the cherry
5:09:32on top to the pain of an action.
5:09:35Cool. We'll cover that in detail later.
5:09:38Now, decreasing pain of action. So once
5:09:42again,
5:09:44you can't just increase the pain of
5:09:45inaction. You want to decrease the pain
5:09:48of action.
5:09:50So if if it's super painful, like the
5:09:52reason people don't lose weight is
5:09:54because it's hard, right?
5:09:57It's not that they don't feel a lot of
5:09:58pain for being fat. Of course, they feel
5:10:00pain for being fat. Who doesn't? You
5:10:02know what I'm saying? But the pain of
5:10:05getting unfat is too great. So, they do
5:10:08nothing. That's why they don't take
5:10:09action. But if you give if you gave
5:10:12every single fat person a big red button
5:10:14that says lose 50 pounds and all they
5:10:16had to do is press it, guess what? Every
5:10:18one of them is pressing it. I don't care
5:10:19what what they're coping and saying.
5:10:21Anyone who's trying to be like, "Oh
5:10:22yeah, being fat is like cool, brother."
5:10:25No, it's not. It's not healthy for you.
5:10:29It's not honoring God with your body.
5:10:30And trust me, this is coming from
5:10:31someone who weighed close to 200 lb. And
5:10:34I'm a short dude. Uh I was not healthy.
5:10:37I'm not going to put up a picture, but
5:10:38you can just imagine it if you really
5:10:40want to, if you want to create pain for
5:10:41yourself right now.
5:10:44It's all about decreasing the pain of
5:10:45action.
5:10:47And so if you make it easy as possible,
5:10:49if they push a button and they get this
5:10:51outcome, they lose the the uh the
5:10:52pounds, they they make the money, guess
5:10:54what? They'll take the action. This is
5:10:56how a lot of people sell info, right? Is
5:11:00they make all these videos and stuff
5:11:02showing telling you that, "Oh, dude,
5:11:04it's so easy. If you just write three
5:11:05emails, you know, using AI, if you just
5:11:08use a AI to build you an online product
5:11:11and sell it, dude, you'll make 10K a
5:11:12month in like two weeks." They make it
5:11:14seem like it's a push button when in
5:11:16reality it's just a lot harder than
5:11:17that. Um, but what does that do? It
5:11:20creates
5:11:22the the energy in you to take action
5:11:24because you're like, "Dude, yeah, let me
5:11:26do that." And so once again, this is an
5:11:28equation here. The lower you can get
5:11:29this, the higher chance you're going to
5:11:32take action. So by by decreasing the
5:11:35perceived pain of taking the action you
5:11:37want, the more likely they are to take
5:11:39action.
5:11:41This is done by following the previous
5:11:43text and subtext module. So we covered
5:11:45this in detail in text and subtext. This
5:11:48is by using general and specific
5:11:50conditions to push the new easy safe
5:11:53emotions.
5:11:55By pushing these emotions, this is what
5:11:57they do. This is why they work. If
5:11:59something seems new, it seems like it's
5:12:02going to work. There's less pain of
5:12:04action. It's brand new. It's it's it's
5:12:06like it's new tech. You just have this
5:12:09hope which decreases the pain of action.
5:12:12When something seems easy, it literally
5:12:14is decreasing the pain of action. Like
5:12:16if something's hard versus easy, you're
5:12:18more likely to take the easier option
5:12:19because there's less pain involved,
5:12:20right? Same with safe. Safe says, "Hey,
5:12:24that's a terrible that's a weird little
5:12:26thing there. Safe implies um that
5:12:31I can crack myself up 40 minutes into
5:12:33these modules, man. I'm telling you.
5:12:35safe implies that there's going to be
5:12:36less pain in the future of of like risk
5:12:39and so there's less pain of action.
5:12:42So you're decreasing the perceived pain
5:12:44of taking that action. Making the action
5:12:47seem easy, simple, fast, painless. It's
5:12:49very simple. Just make it easy for them
5:12:52to take the action you want. Um I kicked
5:12:55up my email list the other day because
5:12:57I've been busy doing this stuff. I
5:12:58haven't been sending emails. Um and I
5:13:01wanted to re-engage people, like
5:13:02re-engage the list. And so what I did
5:13:03was I simply sent an email saying, "Hey,
5:13:05you know, I want to
5:13:08I want to start making some new master
5:13:09classes on YouTube for you guys. What do
5:13:12you want to see?"
5:13:14But I didn't say it like that. I said,
5:13:15"Shoot, just shoot me a quick reply." So
5:13:18made it seem easy um with any
5:13:20suggestions you might think of. And then
5:13:21I gave them examples. I said, "Funnel
5:13:23building, emails, you know, I don't know
5:13:26what I said, AI, like sales pages." I
5:13:28gave them all these examples. Why? to
5:13:30make it brain deadad easy where they
5:13:33don't even have to think of the options.
5:13:34They just look at the list and pick one,
5:13:36type it, and it's good to go. And I kid
5:13:38you not, I had three full pages of
5:13:40responses of people telling me what they
5:13:42wanted. And almost all of them, almost
5:13:44all of them were something from the list
5:13:46that I gave. How crazy is that? So,
5:13:48because it was easier to just pick one
5:13:50of the examples instead of think of
5:13:51their own, they took the action. So, I
5:13:54got the action I wanted by making it
5:13:56easy for them. This is one small
5:13:58scenario, but when your whole funnel is
5:14:00full of these, that's when things get
5:14:01get interesting. So, like I said, we'll
5:14:03cover some examples of this um coming up
5:14:06in in in the future, but this is really
5:14:07like you've already done the work of
5:14:09this. It's all about making these easy,
5:14:12simple, fast, painless, new, easy, safe,
5:14:14using that text and subtext module to
5:14:17make things easy. Now, creating
5:14:20confidence. This is important. So if
5:14:23you've done your job well so far, you've
5:14:26increased the pain they feel from not
5:14:28taking the action. You've decreased the
5:14:30pain they feel around taking the action.
5:14:33So now they feel bad for not changing
5:14:35and change seems easy. So now they
5:14:37really want to change now. It should be
5:14:39super easy for them to take action. But
5:14:41all that's left is to increase their
5:14:43confidence that if they take the action,
5:14:47it will alleviate that pain.
5:14:51And so if I make someone's life seem
5:14:53like hell because they don't know
5:14:54copyrightiting or they don't have an
5:14:56outreach system and I show them how easy
5:14:59it is for them to win if they had a
5:15:01proven outreach system for copyriters.
5:15:06What if they don't believe that that
5:15:07that would work? What if they're like,
5:15:09"Okay, yeah, it might it might work, but
5:15:11like not for me. I'm from wherever. I'm
5:15:13from this or I have this problem." Well,
5:15:16they're not going to take action. And so
5:15:18not only you have to create the pain,
5:15:19you have to create confidence that if
5:15:21they take that action,
5:15:24it will alleviate that pain. It will
5:15:26work. What's the percentage that when if
5:15:28they do this, they will get the outcome.
5:15:31So let's go over that. Phase one,
5:15:34creating confidence in you slash your
5:15:36client you're writing for. Now, this is
5:15:39incredibly important when your product
5:15:40or service is tied to a a personal
5:15:43brand. So when it's tied to someone's
5:15:45face where you're not just a brand like
5:15:47you're it's a brand and someone's face.
5:15:49This is incredibly important. Um and
5:15:51this is done throughout the whole
5:15:53marketing funnel but it's usually
5:15:54emphasized at top of funnel. And so this
5:15:57was pretty much everything we covered in
5:16:00last module from the the variables of
5:16:02likeness
5:16:03to create confidence to create trust in
5:16:06you and what you say you have to use the
5:16:0811 variables of likeness. We have a
5:16:10whole you know almost two-hour module on
5:16:12this. So, I'm not going to go into
5:16:13detail here, but go through that. That's
5:16:15what creates confidence in you, in your
5:16:18client. Also, like I said, specificity
5:16:20in the pain. So, this is covered in 11
5:16:23variables like this, but I kind of want
5:16:24to like highlight it here.
5:16:26If I talk about the exact scenario that
5:16:29you're in watching this video, like to
5:16:31the tea, exactly what you're going
5:16:32through every day, how you feel, you
5:16:35have confidence in me that, wow, okay,
5:16:37this guy can help me because man, he
5:16:40seems like he's gone through exactly
5:16:41what I'm going through and he solved it.
5:16:43So, by being so specific,
5:16:46that creates confidence. Really cool.
5:16:49So, be specific when you're bringing up
5:16:51those pains. Be specific of the
5:16:52scenarios. Be specific of how they feel.
5:16:55Cool.
5:16:57Um, phase two, creating confidence in
5:16:59themselves. So, once they're confident
5:17:02in your ability to help them, which is
5:17:04honestly kind of the easy part, um,
5:17:05after you've been doing this for a year,
5:17:06it's kind of easy to create confidence
5:17:08in you. The hard part is they need to be
5:17:11confident that they can do their part to
5:17:13get the desired outcome. They need to
5:17:16believe in themselves.
5:17:18Also, this ties right back into the pain
5:17:20of action. And so if you're selling
5:17:22something where it requires a lot of
5:17:24effort on their part, like a coaching
5:17:27program, like um
5:17:30like just working out, anything where
5:17:32where someone else has to put in a lot
5:17:34of effort,
5:17:38you have to create a lot of confidence
5:17:40in them.
5:17:42And the higher that the higher the pain
5:17:44of action is, the more confidence you're
5:17:46going to have to create in themselves.
5:17:47So a good example would be, you know,
5:17:50meditation versus anxiety meds. So they
5:17:54both help do the same thing, right? I
5:17:56can tell you from someone who meditated
5:17:58for over frick, I think it was like
5:18:0010,000 minutes or something. I don't
5:18:01know. I had a huge log of meditation.
5:18:04It does help. It lowers anxiety. It
5:18:05gives you a clear mind. It helps you to
5:18:07just be more grounded and to stop
5:18:09anxious thoughts.
5:18:11Same thing anxiety meds do. But what's
5:18:13the problem? It requires a lot of
5:18:15effort. Meditation sucks mentally. Like
5:18:18it's hard to sit down. It's hard to
5:18:20avoid distractions. It's hard to
5:18:22continue like focus on your breath. All
5:18:23this good stuff versus popping a pill is
5:18:26nothing. All you do is swallow, right?
5:18:30So that requires
5:18:32geez it requires a lot less effort for
5:18:36anxiety meds versus meditation which is
5:18:39why anxiety meds are billions of dollar
5:18:42industry trillions is because the value
5:18:44is because it doesn't require a lot to
5:18:47do. You just you just pop it and then it
5:18:49works. Also another one could be weight
5:18:52loss coaching versus fat loss pills.
5:18:56And so someone might not have to believe
5:18:58in themsel to buy some pills. It's easy.
5:19:02You don't have to have that much
5:19:03confidence in yourself. You just eat the
5:19:06pill. Versus if you're going to have
5:19:08someone coach you through weight loss,
5:19:10they got to believe in themsel to some
5:19:12extent because they're going to be doing
5:19:14some sort of work, a lot more effort,
5:19:15like months of effort versus just 5
5:19:18seconds of just swallowing a pill. So
5:19:21how do we do this? How do we create
5:19:23confidence in themselves?
5:19:25The first step is to write down every
5:19:27reason why.
5:19:29This should take you like days to do
5:19:32that. You should spend a lot of time
5:19:33doing this, especially whenever you're
5:19:34creating your offer.
5:19:36Um, make sure you've seen like the offer
5:19:38master class that just came out um
5:19:40recently from the other coaching call.
5:19:42But write down every every single reason
5:19:46why someone would not be able to succeed
5:19:48with your product or service. Add this
5:19:50to your conditions deck.
5:19:53Use use your specific conditions. So if
5:19:55I'm selling like a you know a YouTube
5:19:56course and someone says well I um I'm
5:19:59ugly or something. Write that down.
5:20:01That's a that's a reason. Or they say oh
5:20:03I'm I'm not good to on at speaking to
5:20:05camera or I don't have a good camera or
5:20:08I don't have a good microphone or uh I
5:20:10don't do like you need to write down
5:20:12every single reason why someone doesn't
5:20:14believe in themselves. Then all you do
5:20:17is disprove those beliefs somewhere in
5:20:20your marketing or copy. And we do this
5:20:22using logical arguments, case studies,
5:20:24testimonials, personal stories, etc.
5:20:28So
5:20:29simple example, you don't have to go
5:20:31crazy with this guys. As long as you
5:20:32cover if you cover all the main ones
5:20:35that your audience is believing, you're
5:20:37going to create all this confidence in
5:20:39them by addressing those false beliefs.
5:20:43And don't get lazy here. Don't just say
5:20:44like, "Oh, well, they should just, you
5:20:46know, believe in themselves."
5:20:49Well, I good luck making less. I mean,
5:20:51have fun making less money, brother. You
5:20:53got to do the work for them. Help them.
5:20:55Show them their like why their false
5:20:57beliefs are false. Once again, make sure
5:20:59these things are true. Like, don't just
5:21:01do this to to lie and scam people. But
5:21:03false belief. I'm not a natural writer,
5:21:06so I won't make any money with
5:21:07copyrightiting. It's a valid false
5:21:09belief some people might have.
5:21:11So, these are not real things. I just
5:21:13give gave an example here of these
5:21:14things, but you could say 87% of our
5:21:17most successful students claimed to be
5:21:19bad at traditional writing, which is
5:21:20honestly a lot of a lot of people in
5:21:22copy who've won the most stuff were
5:21:24people who suck at English. So like this
5:21:27is sort of true, but the stat is not
5:21:29100% accurate. Um, most of our students
5:21:32claim to be bad at traditional writing
5:21:34in school with most of them averaging a
5:21:36C plus in English. Yet now some of them
5:21:40make anywhere from 40 to 150k a year
5:21:42writing sales copy online. You could
5:21:44talk about like a stat. You could show a
5:21:46testimonial of someone who overcome that
5:21:48that same belief. And so um one of the
5:21:51one of the most epic interviews we have
5:21:52is with Griff. Griff actually joined
5:21:55Copy Elite but because he still had
5:21:57false belief in himself he quit. He's
5:21:59just like ah it's just too hard. I'm not
5:22:01I'm not good enough for this. He quit.
5:22:03Played video games for two months until
5:22:05his pain of inaction got great. He came
5:22:07back locked in and signed like a 4K a
5:22:09month client literally within 15
5:22:11outreaches all because he overcame that
5:22:14false belief. And now he has that false
5:22:16belief is like gone out of his head. He
5:22:18doesn't even question that anymore. And
5:22:21so by by him sharing his testimony of
5:22:23him overcoming that, it helps someone
5:22:25else overcome that same thing.
5:22:28Personal story of how you failed English
5:22:30class and then you went on to make 10K a
5:22:32month writing copy. Dude, my English
5:22:34teachers hated me, bro. I hated writing.
5:22:37I'm not Dude, every English paper was
5:22:39like a dagger to my heart. I hate that
5:22:41junk. Um, and so I could tell my story
5:22:44and that would encourage someone to to
5:22:47let go of this false belief. And so if
5:22:49you do this in your marketing for all
5:22:52the biggest false belief your audience
5:22:53has, you're creating confidence in
5:22:55themselves. Um,
5:22:58lastly, you can just use logic. This is
5:23:01like a favorite for me. It's like, hey,
5:23:02look, copyrightiting is nothing like
5:23:04writing like like the writing you did in
5:23:06school. That writing demands you to be
5:23:08boring, statistical, and long- winded as
5:23:10possible. Copyrightiting is the
5:23:12opposite. You get paid to write as short
5:23:15as possible, as punchy as possible, and
5:23:17you get to be creative and funny, all
5:23:19the while making more money than your
5:23:21English teacher with a fraction of the
5:23:23effort. Lol.
5:23:25Notice how like me writing this is like
5:23:27proof of this, right? It's it's
5:23:28hilarious. Um, so yeah, those are how
5:23:30you can just prove it. Like I said, get
5:23:32creative. Just think if you once had
5:23:34that false belief, what helped you
5:23:36overcome it? And how can you show that
5:23:38to your audience, people you're selling
5:23:40to?
5:23:42So, we created confidence in you. You've
5:23:45created confidence in them by addressing
5:23:46their like most three to five biggest
5:23:49false beliefs. And then, you know, make
5:23:51sure you have a list of all of them, but
5:23:52make sure you figure out which ones are
5:23:54the most true of most your audience,
5:23:56right? Same thing with specific
5:23:57conditions. Like, this is just another
5:23:58specific condition. Um,
5:24:02awesome. And then address that using,
5:24:04you know, logical arguments, case
5:24:05studies, testimonials, personal stories,
5:24:07proof, etc., charts, whatever, you know,
5:24:09stats, all that good stuff. Phase three,
5:24:11creating confidence in the method, in
5:24:13your solution. So, for instance, if I
5:24:15create confidence in me,
5:24:19then I help you create confidence in
5:24:20yourself to do it. I want to make sure
5:24:22that you're confident in copyrightiting
5:24:25and you're confident in copy elite. I
5:24:27have to do those two things as well. And
5:24:29so this is like traditionally what you
5:24:30would think of of creating confidence.
5:24:32So this is creating confidence in the
5:24:34opportunity, the mechanism, the method
5:24:36you sell and then your product, the
5:24:38thing that that uses that that method.
5:24:41So we do this number one by pushing the
5:24:44new and only emotion in your marketing.
5:24:46So if if your thing sounds and looks and
5:24:50seems like every other thing that
5:24:52they've already tried and failed, guess
5:24:53what? They're not going to have much
5:24:55confidence in it.
5:24:57And so if you come along selling an
5:24:59agency offer like his like an agency
5:25:02coaching offer that's been sold a
5:25:03millions of times and it looks exactly
5:25:05like everyone else's offer like you just
5:25:06take Charlie Morgan's thing and you just
5:25:08rip it and you start running it.
5:25:11It's not new and only and so people are
5:25:13already going to have lower confidence
5:25:15in your thing.
5:25:17This is why they offer master class is
5:25:19so important. being creative and and
5:25:21figuring out how to angle what you do,
5:25:23your skills in the most con converting
5:25:27way possible that's new and that is just
5:25:29like people want to to buy your stuff.
5:25:33Next is specificity in that pain. We
5:25:35talked about that earlier. When you're
5:25:36when you're adding specificity in the
5:25:38pain, they feel more confident um in
5:25:41your solution.
5:25:44Next, testimonials and results. So, this
5:25:46is like the the simplest but most
5:25:48obvious answer, but it's still the most
5:25:50powerful. If you have a lot of results
5:25:53showing that you've done exactly what
5:25:55you're promising you can do, that
5:25:56creates confidence. And so, uh, on our
5:25:59copy lead page, we we have too many like
5:26:02the testimonials will break the page.
5:26:04So, we've had to figure out like how to
5:26:05just get the best ones. But, we have
5:26:07like an endless scroll of testimonials
5:26:09results. We used to have our on our
5:26:10sales page. You literally just
5:26:11endlessly. And what did that do? created
5:26:13a lot of confidence in you guys to buy
5:26:15copy elite because you're like wow frick
5:26:17it worked for literally literally so
5:26:19many people this is crazy. Um next no
5:26:21one really talks about this and I
5:26:24understand why because it's not the most
5:26:25important but it is extremely important.
5:26:28It's just not you got to have other
5:26:30things in order first and that is
5:26:33general excellence professionalism. And
5:26:36so having the best looking website
5:26:38doesn't matter when your offer sucks,
5:26:40your copy sucks, your VSSL sucks, you
5:26:42suck, it doesn't matter. But when you
5:26:44have all those other things in order,
5:26:46looking and and seeming professional and
5:26:48having this level of excellence to what
5:26:50you do, it adds confidence in you and
5:26:53your solution. Pretty cool. So like an
5:26:55example, look at these diagrams. There's
5:26:58no reason why I have to make these. Like
5:27:00I could just make them in muro, make
5:27:02them in paint, but I spend time making
5:27:05them in Photoshop custom. I do these I
5:27:07do all these by hand just so it adds
5:27:10this this level of excellence because I
5:27:12want to I want to serve you guys. I want
5:27:14to do as best as I can for y'all and you
5:27:16know that translates to just it being
5:27:18more valuable and you believing it more,
5:27:20meaning you get better results. Um, next
5:27:24clear, simple, and logical arguments
5:27:28slpros chain. We we'll go over this in
5:27:30detail, but basically when your sales
5:27:32message just kind of feels like common
5:27:34sense and it just makes sense in their
5:27:36head. It just clicks and it's it's it's
5:27:39just logical. That creates confidence in
5:27:41your method and your solution. So if I
5:27:44say, "Hey man, you want to make money,
5:27:45right? You're in pain because you're
5:27:46broke." Well, guess what? The best way
5:27:48to make money isn't by copying a random
5:27:51business model that'll go out of
5:27:52business. It's by learning valuable
5:27:53skills by becoming irreplaceable with
5:27:56how good you are. And the most valuable
5:27:58skill you should learn is copyrightiting
5:28:00because copyrightiting is everything now
5:28:02online.
5:28:04Tell them that clear simple, right? Once
5:28:07you learn copyrightiting from these free
5:28:09videos or whatever, now you need to have
5:28:12clients. And the best way to get clients
5:28:14is by having a bulletproof outreach
5:28:15system specifically built for
5:28:17copywriters,
5:28:19which you can find in Copy Elite. We
5:28:22host client competitions. We place you
5:28:24directly with clients every week.
5:28:27buy copy elite. Right? So, it's it's
5:28:28clear, it's simple, it's logical. And
5:28:30then honestly, I I'll probably iterate
5:28:32on that. It could probably be even even
5:28:34simpler, even more clear, but it needs
5:28:36to be just it needs to be so such a
5:28:39logical
5:28:40argument. Like there's an ads that were
5:28:42going around a while about this guy like
5:28:44offering um kind of like ACT prep and he
5:28:48he guarantees that he'll get you an
5:28:50offer from these top schools. So, it's a
5:28:55he runs ads to parents for coaching
5:28:58their kids on how to get into these big
5:29:00colleges and how to get scholarships.
5:29:02And so, it's just it's so logical. It's
5:29:05so simple. It's like, dude, you pay me
5:29:086K, I'll get you a $40,000
5:29:11uh scholarship. And they're like, bet.
5:29:15And he doesn't have to sell people on
5:29:16college because people already want
5:29:17college. He's selling what people want.
5:29:19And so, it's you it's it's simple. That
5:29:22all comes from thinking through your
5:29:23problem chain and thinking through your
5:29:24offer and how you position what you do
5:29:26in the market. Um that that adds
5:29:28confidence in your solution by how
5:29:30simple it is. Next, proof and appealing
5:29:33to logic. This is like what normal
5:29:34people think of when they hear of
5:29:36creating confidence, but this is like a
5:29:38huge part of it. case studies showing
5:29:41what you've done. Demonstrations showing
5:29:42how your thing works, the process, like
5:29:45yeah, showing the process, the systems
5:29:47proof, testimonials from people who have
5:29:49been through your thing, who've got the
5:29:50result, quote from authority. So, like
5:29:53if you want to sell like your method,
5:29:55your thing that you're selling, and you
5:29:57have someone who's very high up in this
5:30:00space, very well respected, and they say
5:30:02something about how, you know, like if
5:30:04if Horoszi came out and was like,
5:30:05"Copywriting is the most valuable skill
5:30:07you should learn, you better believe I'd
5:30:09be quoting that sucker all day, every
5:30:10day, because people respect and trust
5:30:13Hormosi." And if he says something that
5:30:15aligns with my argument, I now get to
5:30:18borrow that trust. Uh, creating
5:30:20confidence. Next, visuals. People love
5:30:22visuals, bro. Anytime you see something
5:30:24in a chart, you're just like, "Yep, it's
5:30:25true
5:30:27because we just love charts and graphs."
5:30:28And you can uh you can kind of use data
5:30:31to show kind of what you want to show.
5:30:33Uh so visuals are really good as well.
5:30:35It also is just it's easier, right? It's
5:30:36easier on the eye. If I pull up the kai
5:30:38thing and you see there's me, you know,
5:30:40living my dream life. I did this on
5:30:42purpose. I used a visual to just help
5:30:43people see like I'm I'm literally doing
5:30:45it. I'm living the dream life because of
5:30:47this one skill. And using the visuals of
5:30:49testimonials and visuals from, you know,
5:30:51all this stuff. Yeah. Just using visuals
5:30:53is a great like if I just said, "Hey, I
5:30:56got 100K views right after starting my
5:30:57channel." It wouldn't hit as hard as if
5:31:00I just showed the picture.
5:31:02Use a visual proof. Cool. Um, yeah. Next
5:31:07is like official studies and documents.
5:31:10So using like you know research paper
5:31:12and this is like a huge one for OG
5:31:14copyrightiting but like using reports
5:31:17and things that are official that are
5:31:18trusted like the government stuff or by
5:31:21you know Harvard or some kind of study
5:31:24that aligns with what you're selling and
5:31:26the the opportunity you're selling. Um
5:31:29next risk reversal guarantees. This
5:31:31one's huge. So by creating you can
5:31:34create confidence by having a guarantee
5:31:38by saying hey uh you know I only get
5:31:42paid after you
5:31:45after these emails get you you know
5:31:47revenue or doing a revenue share. So I
5:31:49only get paid whenever you get paid or
5:31:52saying like you will you will you'll get
5:31:54an extra you know 50 50 leads a day from
5:31:58my copy or or your money back like that
5:32:01creates confidence. This is one of the
5:32:02the biggest ones you can use as a
5:32:04copywriter and what I used a ton, man, a
5:32:08ton to land my first clients. Every
5:32:10single one of them, I gave them like a
5:32:11crazy guarantee because I just I needed
5:32:13I needed clients. I wanted to get my
5:32:14foot in the game and I was like, you
5:32:15know what? If you don't like anything
5:32:18about this, even if you make money, if
5:32:20you just don't like me, if you don't
5:32:21like anything, you just say the word,
5:32:23you get your money back. I'm not saying
5:32:25you offer that because like if people
5:32:26are unethical, they will they just abuse
5:32:28that. But I was kind of ignorant and
5:32:30that's what I did. I just offered that
5:32:32and I trusted that people would be good
5:32:34act in good faith and and it worked for
5:32:36me. Um so just be careful with that
5:32:38though. But yeah, guarantees huge.
5:32:40That's huge for creating. I mean think
5:32:42about every single thing that has a
5:32:43guarantee. Like almost most everything
5:32:45has a guarantee whether you realize it
5:32:47or not. They put the guarantees there
5:32:48because it's just kind of like free
5:32:50confidence whenever you have a good
5:32:51product. Um when people don't have
5:32:54guarantees or they have shady
5:32:55guarantees, you should be you should be
5:32:57high alert um that it might not be a
5:32:59great product. Um yeah, be careful that
5:33:03in the info space. Nonetheless, uh
5:33:05lastly, this is really important, but
5:33:07the believability of your claims,
5:33:10you know, in the future, I can sell a
5:33:12program which like promises you to hit
5:33:14100K a month if you follow this and do
5:33:16all these things, but the believability
5:33:19is just it's not there. You guys barely
5:33:21believe you can make 1K a month, you
5:33:23know? So, me selling something that that
5:33:25makes 100K is like what? But it all
5:33:28depends on who you're selling to. But if
5:33:29I was going to give that offer to people
5:33:31who had been in business for a while who
5:33:32were at 50k a month, then of course like
5:33:35it's believable. It sounds really
5:33:36believable. But just make sure that
5:33:39you're whoever you're selling to, it
5:33:41needs to sound believable. It needs to
5:33:44be believable. And that depends on
5:33:46specific conditions who you're selling
5:33:47to. So that is how you create confidence
5:33:50in you or your client, creating
5:33:53confidence in your audience, the p
5:33:54people you're selling to, then creating
5:33:55confidence in your method and your
5:33:57solution. Really cool. All right, last
5:34:01section. Becoming a master of pain. Like
5:34:03I said, if you master pain, man,
5:34:06everything's going to start swimming for
5:34:07you very quickly, especially built on
5:34:09the concepts we've already talked about
5:34:10and the ones you're going to learn in
5:34:11following modules. Um, and the best way
5:34:14to learn anything, including pain and
5:34:16confidence, is by the hyperarning cycle.
5:34:19I'm going to say this and preach this
5:34:21until you guys get sick of me saying it
5:34:23because y'all ain't doing it still. And
5:34:26I don't know why. because this is the
5:34:28only way I learn anything. Like this is
5:34:29what's given me all my progress is the
5:34:32God's blessing and the hyperarning
5:34:34cycle. So what do you do? I want to make
5:34:36this super tactical for you. First step
5:34:38is practice daily by writing copy that
5:34:44uses negative and positive angles to
5:34:46stir pain. Focus on being specific in
5:34:48the situations and using language that
5:34:51match your audience and brings emotions.
5:34:53So focus on matching how they want slash
5:34:56don't want to feel.
5:34:59And don't guys just please think about
5:35:01don't be like oh what do I write? I
5:35:02don't have anything to write for. Write
5:35:04freaking anything. Google literally use
5:35:08AI. Say hey I I want 15 products that I
5:35:10could write some copy for. And then just
5:35:13try try to imagine yourself in the shoes
5:35:16of that audience. Just do it. You're
5:35:18going to suck. But the only way to not
5:35:20suck is to do it to do more of it. So
5:35:23freaking sit down every like I guys I
5:35:26did this when I first started. I would
5:35:28find random products online, random info
5:35:30products, and I would just start writing
5:35:32copy about it. Just writing about how
5:35:34the person would feel and being specific
5:35:38in those emotions. Number two, learn,
5:35:41which is learning from someone teaching
5:35:42how to do this, which is this module. So
5:35:44just re-watch this module. I don't know
5:35:46any I don't know anywhere better that's
5:35:48going to teach this. So just rewatch
5:35:49this module and the previous ones, okay?
5:35:51That's that's what you should do in your
5:35:52learning time per day. Three, study
5:35:55these examples. We'll go over these in a
5:35:57second. Um, break down great funnels and
5:36:00copy that you find using the same
5:36:04methods in this template. So, I'll show
5:36:05you what I'm talking about. We'll go
5:36:06over this live, how to break this down
5:36:08and break down at least one piece of
5:36:09copy every workday. So, find an email, a
5:36:12sales page, even a headline. I mean,
5:36:15frick anything, a YouTube video, intro,
5:36:17like, and just break it down. I would
5:36:19spend four hours a day doing this when I
5:36:21first started. I would watch Eman Godzi
5:36:24YouTube videos. I would pause it every
5:36:25three seconds and write down every word.
5:36:28I'm not joking. And you know how many
5:36:30people are like, "Dude, just use AI.
5:36:31Just use AI." I don't want the AI to
5:36:34know. I want to know. I want to know
5:36:36what he's doing, not the AI. So, I'm
5:36:37going to write down every freaking word
5:36:39until I understand why he's making so
5:36:41much money. And if you don't think like
5:36:43this, it's going to be so hard for you
5:36:44to get ahead. And I'm sorry I'm
5:36:46preaching right now, but some of y'all I
5:36:48know you need to hear this. You're an
5:36:49hour into this module and you need to
5:36:51take some freaking action and I'm going
5:36:53to preach until you do so that I can
5:36:55help you.
5:36:57Let me use this module right now. If
5:36:59you're sitting here wondering why you're
5:37:00not making progress every month, you
5:37:02keep learning stuff, but nothing's
5:37:04happening. Nothing's coming from your
5:37:06mind into the real world. Your situation
5:37:08is not changing. You're not getting new
5:37:10clients. You're not making any progress.
5:37:12People are still not respecting you. You
5:37:13still feel average.
5:37:17You got to take action. You got to do
5:37:20something.
5:37:23And you know, this comes straight back
5:37:24to to the Bible.
5:37:27Paul says that faith without works is
5:37:29dead.
5:37:31If you say you believe stuff, but you
5:37:33don't do actions that align with that,
5:37:35do you really believe it? No. Faith
5:37:37without works is dead. You have to have
5:37:40faith first. We're saved through faith
5:37:44in Jesus.
5:37:46But if you truly have faith, you would
5:37:48do the things that he says. None of us
5:37:51are going to be perfect.
5:37:54But it's all about doing more. In John,
5:37:57it says, "You will know my disciples
5:37:59because they'll they're the doers of the
5:38:02word." It says, "Don't just be hearers
5:38:04of the word, but be doers." And so
5:38:06that's spiritually, but you know,
5:38:08reality is is spiritually like reality
5:38:10is the Bible. And so copyrightiting
5:38:12works the same way, bro. If you just sit
5:38:13here and hear this stuff, you don't do
5:38:15anything. You're not going to make
5:38:16you're not going to make any progress.
5:38:18So do this stuff, okay? Learn, rewatch
5:38:22the modules, study these examples. I
5:38:23want you to break down good copy every
5:38:25day. Every day. And number four is
5:38:28iterate. Sorry, sorry for the rant,
5:38:30guys, but like I don't know. I'm just
5:38:31feeling fired up and like energized and
5:38:33I want to I want to, you know, cause
5:38:36some productive pain here to help you
5:38:38change your life, man, because I know
5:38:40how freaking powerful this stuff is and
5:38:41how it radically changed my entire
5:38:43scenario, like everything. And it's it's
5:38:46all God. I thank God for it. Literally,
5:38:47I thank God for it every day. Uh, and I
5:38:50I should be more grateful. Um, but you
5:38:52know, I'm I'm I'm broken sinner just
5:38:53like the rest of us. But I thank God
5:38:56every day. Every day, man, for the
5:38:58situation I'm in right now. has nothing
5:39:00to do with revenue, by the way. Revenue
5:39:02is like lower this month than it's been
5:39:04in a while. But my life, like what I do
5:39:07every day, the fulfillment, the purpose
5:39:09that I feel in my life, the amount of
5:39:11people that these things are helping and
5:39:13like you guys are are just telling me
5:39:15how awesome this stuff is and how it's
5:39:17helping you, that's what matters. And I
5:39:18just, dude, I wouldn't I wouldn't trade
5:39:19it for freaking anything. I wouldn't
5:39:20trade it for $100 million. Uh I'm
5:39:23serious. This is dope. And I want you to
5:39:26feel that same purpose. But if you don't
5:39:28start taking some action every day, it's
5:39:31not going to work, man. You got to take
5:39:32action. So, do write some stuff. You're
5:39:36going to suck. You're not going to know
5:39:37what to do. That that's fine. Just do
5:39:40something. Just write something, man.
5:39:42Try to write something emotional. Learn
5:39:44rewatch this module. Study study these
5:39:47examples. We're just we're about to
5:39:48break them down right now. The number
5:39:49four, iterate. Um, so what I want to do
5:39:52is I want to do a study cycle together
5:39:54live. So, obviously I'm I can't write
5:39:56for you. you're gonna have to go and
5:39:57write. And until you just sit down and
5:39:59do it, there's nothing I can tell you.
5:40:00You just you just got to do it. Learn.
5:40:02This is what you're doing. You're
5:40:03learning right now. But what I can help
5:40:05you do is I can help you study to kind
5:40:07of show you some examples. So, what I've
5:40:08done here is I've got I've got some
5:40:10examples here. Let me uh wake my mouse
5:40:12back up, then we'll get into this. All
5:40:15right. What we're going to do is I want
5:40:16to take you through a study cycle live
5:40:20of how we break down copy looking for
5:40:22these exact concepts we just went over.
5:40:25So this will be linked under the school
5:40:28module or or inside this um Google doc
5:40:31be linked right here. What you can do is
5:40:32I want you to make a copy of this first.
5:40:34Let's go to board and duplicate so that
5:40:37we can actually draw on it for yourself.
5:40:39This is in Muro by the way. If you don't
5:40:40have a Muro account then bro what are
5:40:42you doing? Make a Muro account. Best
5:40:44thing ever. Um we'll duplicate this. And
5:40:49what I'm going to do is you know I've
5:40:51given you a lot of examples here for you
5:40:52to check out. Just some basic copy. Um,
5:40:54this is not my stuff. This is I just got
5:40:56this from others. So, check it out. It's
5:40:59good stuff. Uh, we got some Iman Gazi.
5:41:01We got some Russell Brunson. Just people
5:41:03that you'd be uh aware of. Then I just
5:41:04took some random bullets from a lot of
5:41:06different sales pages that I like. And
5:41:09what I want you to do is you're going to
5:41:10break these down. Um, after we go
5:41:13through a cycle live, also
5:41:17I've got 200 plus examples of copy
5:41:20coming in the synthesis module. These
5:41:21are just to give you guys like a primer
5:41:23of of how you should break this down.
5:41:25So, if you're looking for more stuff,
5:41:26don't worry. Synthesis module will have
5:41:28more copy than you will be able to break
5:41:30down in in a long time in years. So,
5:41:32don't worry about that. But for now,
5:41:35just do do these five. And so, what I
5:41:37want you to do is is to pause the video
5:41:39and I want you to, you know, use
5:41:42different colors to break down what's
5:41:45going on in this old hands of sales
5:41:47page. So, this sales page has a lot of
5:41:48good like pain. Um, it's for a kind of a
5:41:51younger audience, a little more
5:41:52emotional. So, there's there's a lot of
5:41:53pain going on here for whoever wrote
5:41:56this. And, uh, I want you guys to try to
5:41:58figure out where is he doing this. Use
5:42:00red, use orange, use green, and then I
5:42:02want you to unpause the video. We'll
5:42:03come back here and I'll break it down
5:42:04with you. But, like I just uh had in my
5:42:08sorry for my rant. Actually, I'm not
5:42:10sorry because I feel like some people
5:42:11probably needed that. But, in the rant
5:42:13that I just had, right, take some
5:42:15freaking action, dude. If you're at
5:42:16work, if you're doing whatever and you
5:42:18can't take action right now, then don't
5:42:19even don't even continue because once I
5:42:22break this down, you can't unsee it. I
5:42:24want you to pause the video whenever you
5:42:26have time, which should better be
5:42:28freaking today cuz we all got the same
5:42:30amount of time. You all got 24 hours.
5:42:31It's your choice what you do with it
5:42:33ultimately. So, break this sucker down.
5:42:35Come back here and we'll go through it
5:42:37together and we'll see we'll see how you
5:42:39did and uh it'll be dope. So, let's do
5:42:42it. Number one,
5:42:45first thing I want to do is I want to go
5:42:46through the whole page looking for red.
5:42:49So pain of inaction. So where is he
5:42:51increasing the pain of us not doing
5:42:56anything? Where is he turning up the
5:42:57heat on that stove? Let me get a smaller
5:43:01thing there. All right. Transform into a
5:43:03modern day Adonis. So we're doing that
5:43:05here.
5:43:07Uh he's using the language that his
5:43:08audience will understand. So no one's
5:43:10going to hit this page who's not seen
5:43:11him on YouTube. and he uses this Adonis
5:43:15as a word bucket to kind of associate
5:43:18with their dream outcome. So by saying
5:43:20modern day Adonis there, his audience is
5:43:22thinking about this dream outcome that
5:43:24they want. So being the giga Chad and
5:43:26having a sharp jawline and being
5:43:28muscular and whatever else you do from
5:43:31being an Adonis
5:43:33and build a 3K month business in six
5:43:35months or less guaranteed. So here we
5:43:37have 3K month business because they
5:43:40don't have that. This is painful. It's
5:43:41it's a little bit like indirect, right?
5:43:43He's saying, you know, you can build
5:43:44this. He's not going too emotional here,
5:43:46but you know, here we go. Uh let's see.
5:43:49Pain, it's time for you to leave all the
5:43:51Jeffre behind here. We have some pain
5:43:55going on. So Jeff is kind of like the
5:43:58opposite of Adonis. So what what Hamza
5:44:00did is he kind of created this like
5:44:04negative and positive angle to associate
5:44:06with his audience for their current
5:44:08situations and their their dream
5:44:09outcomes. So, no one wants to be a
5:44:11Jeffrey and every everyone of his
5:44:13audience knows what a Jeffrey is. Um,
5:44:17but everyone wants to be an Adonis. And
5:44:19so, by saying you're going to be an
5:44:20Adonis, you're going to leave the Jeffre
5:44:22behind. We're creating the pain of an
5:44:23action if they don't do this. Okay.
5:44:27Transform your world with Adonis School.
5:44:29The only program designed to improve
5:44:32every aspect of your life. Okay. So,
5:44:34here we have like a little bit going on
5:44:35here. I'm not a huge fan of this
5:44:37headline. Um,
5:44:39transform your world is kind of like
5:44:42vague, but improve every aspect of your
5:44:45life. There's a little bit of, you know,
5:44:46little bit of pain of an action going
5:44:47there. You're out to leave all the
5:44:49Jeffre behind. Okay. Dream outcome. This
5:44:52is your secret advantage. It will set
5:44:53you apart from everyone else. Status
5:44:55pain of an action. Whatever else is
5:44:57getting mindlessly consuming TikTok,
5:44:59still watching bad things, getting ready
5:45:01to work a crappy normal job. Um, you'll
5:45:04be leveling up. So here we're literally
5:45:06going from like
5:45:08massive negative to positive. So this is
5:45:12all pain in action, right? He's saying
5:45:13while everyone else is having the worst
5:45:15life ever, you I wish I should have I
5:45:18should have censored that out earlier.
5:45:19Oops. Um
5:45:22you'll be leveling up fast. Imagine
5:45:24actually making real progress as an
5:45:26entrepreneur.
5:45:28Freick. Am I going have to censor this
5:45:29in the video? I probably will. God damn
5:45:31it. Hands off.
5:45:34Imagine actually making real progress as
5:45:36an entrepreneur. Okay, so once again,
5:45:37pain of inaction. First, you start
5:45:40making little bits of money here and
5:45:41there. Then soon before you realize
5:45:42you're literally making more than your
5:45:43parents, uh you you improve to new
5:45:46clothes. You can afford haircuts
5:45:49or you can travel. Okay, this is all
5:45:51look at what he's doing here. This is an
5:45:53entire section of copy doing nothing but
5:45:56painting the positive dream outcome
5:46:00which creates this pain of inaction of
5:46:03them doing nothing by him saying look
5:46:05you can buy the latest MacBook without
5:46:06even blinking upping your game boosting
5:46:09your work hustle you feel pain because
5:46:11right now you can't buy the latest
5:46:13MacBook right so once again here we're
5:46:15using pictures
5:46:18imagine yourself stepping into a realm
5:46:20where the actions command respect Okay,
5:46:22look at what he's doing here. What is he
5:46:23targeting? Status, right? Pain in
5:46:27action. I've had an amazing
5:46:29life-changing experience. Okay, here
5:46:30he's going into storytelling. He's
5:46:32talking about the dream outcomes that
5:46:34you guys want to do.
5:46:37Then he talks about how it makes him
5:46:38feel pain in action.
5:46:41You work for your own hours while
5:46:42wearing a bathrobe. Lol. Here we we're
5:46:45gaining confidence in him as well. So,
5:46:47we'll go over that in a second. Um,
5:46:49never have to commute to work again.
5:46:51What is this nightmare sit nightmare
5:46:53scenario?
5:46:55You know, it's within your grasp. Cool.
5:46:58Here we're like talking about the
5:47:00mechanism support. We'll go over that in
5:47:02a second, but cool. Your life as a
5:47:05modern day Adonis. What is he doing
5:47:06here? He's painting the future scenario.
5:47:09All of this, this is like, yeah, this
5:47:11whole sales page, literally the whole
5:47:12start of it is just nothing but pain of
5:47:15an action, showing you positive and
5:47:16negative scenarios. He's helping you run
5:47:19towards the light and run away from the
5:47:20darkness. You're running towards Adonis.
5:47:22You're running away from being a
5:47:23Jeffrey. And he's showing you how that
5:47:25feels, how it felt for him, how it's
5:47:27going to feel for you. Very emotional.
5:47:29How does this Adonis offer work?
5:47:32Um, okay. So, this is really some more
5:47:34of confidence stuff. We'll keep going.
5:47:39Little bit more confidence. Uh, getting
5:47:41clients, what skills you need.
5:47:44You guys should be breaking this in more
5:47:45depth than I am, but you know, I'm on a
5:47:47clock here. So, we'll explore how to not
5:47:50just reach maintain. We'll touch
5:47:51aspects. Okay, so not a whole lot of
5:47:53emotion going on here. Uh, just a lot of
5:47:55just kind of systems proof,
5:47:58optimize testosterone, powerful network,
5:48:02how to make genuine friends,
5:48:03accountability partner. Okay. Yeah.
5:48:08All right. Cool. Join Adonis Adonis
5:48:11Adonis school today.
5:48:14Here we have meet your coaches. Um,
5:48:17here we're paying him in action because
5:48:19he's talking about how he's just like
5:48:21you. He felt this painful situation.
5:48:22This is story selling by telling his
5:48:24story that matches where you're at now
5:48:26versus where you want to go. Um, your
5:48:29emotions are height and you want to do
5:48:30what he did, which is Adonis school.
5:48:32Here we have all these coaches.
5:48:35YouTube wins. Um, okay. It's Brandon
5:48:37Brothers committed the best version of
5:48:39himself. here. He's targeting that
5:48:42community hard. This is something that I
5:48:44think is really cool that Hamza did uh
5:48:46is he really focuses on on the tribe. He
5:48:49sells you on this. He's targeting this,
5:48:51right?
5:48:53He's targeting the pain of you not
5:48:56having love and belonging. You don't
5:48:59have friendship, intimacy with with
5:49:02brothers, uh you don't have family, a
5:49:04sense of connection. He's targeting that
5:49:05here uh in this right there. Pretty
5:49:08cool. This is what we're all about.
5:49:10Frequently asked questions. Okay, so
5:49:12that's kind of the pain of an action.
5:49:13Obviously, it's really front-loaded
5:49:14because like we said, you know, you want
5:49:17to increase the pain and then ascribe
5:49:20that pain to a problem and then show
5:49:22them confidence. So, that's exactly what
5:49:23he's doing on this page. Let's go ahead
5:49:24to the pain of action. How does he make
5:49:26it sound easy? How does he make it super
5:49:30easy? All right, let's take a look.
5:49:33U very soon before you even realize. So,
5:49:35that sounds like easy. Improve your
5:49:37life. if you can finally afford this.
5:49:40Uh, not a whole lot of easy really just
5:49:42pain of an action here.
5:49:46Command respect.
5:49:49Okay. Work your own hours.
5:49:52This has a little bit of a little bit of
5:49:55pain of an action by saying like you
5:49:56don't you can just wear a bathrobe. You
5:49:58don't need a ball. So that makes it
5:49:59sound easy. A little bit less effort
5:50:01left less effort. Um,
5:50:06okay. done his school work.
5:50:09This is really by doing the whole pro
5:50:12like so I won't break down every single
5:50:14one of these. It'll take a while. But
5:50:17look, look at how he's doing here. It's
5:50:18like we will help you identify the bad
5:50:20stuff that's taking up your brain
5:50:22points. We'll show you how to use this.
5:50:24We'll help you by saying wheel. He's
5:50:28he's helping it seem like it's easier.
5:50:30It's closer to just pushing a button
5:50:32than it is you doing a bunch of work.
5:50:34And this is what this whole section
5:50:36does. So, look at this. Look at this.
5:50:38How does he offer work? We'll give you a
5:50:3990-day protocol which lays out simple
5:50:42steps for you to follow so you can take
5:50:44action. So, making that pain of action
5:50:46decrease, making it like a push button,
5:50:49you get the thing that you want. He's
5:50:51doing out this throughout the whole
5:50:52thing. So, he's just literally showing
5:50:53you how we will help you do all of this.
5:50:57So, this is kind of really the pain of
5:50:59this is how he's decreasing the pain of
5:51:02action. Um, so now we'll go on to the
5:51:04confidence. So, how does he increase
5:51:06that? you know what this is? You're
5:51:08you're going to be a you're going to be
5:51:09able to do this. You should trust me.
5:51:11All this stuff. So, here we have a
5:51:12little bit of that going on here by him
5:51:14showing pictures of of his life and
5:51:16where he's at. Um here we have
5:51:19confidence in him by he's telling his
5:51:21story. Um here's some more proof of him
5:51:25just showing you like, hey, I'm really
5:51:27living what I'm telling you. Here's me
5:51:29doing whatever. Here's me making a ton
5:51:30of money.
5:51:32Uh once again, more proof here using the
5:51:34same pictures. How does it work? This
5:51:37gives you confidence because this is
5:51:39like systems proof. So all of this is us
5:51:42being like, "Okay, wow. If I thought
5:51:44this wasn't legit, I'm rethinking that
5:51:47because I'm seeing all of this stuff
5:51:48that he's doing and I see the proof that
5:51:51he has." Here we have the wall of
5:51:53confidence. So by all these people
5:51:55getting you tons of um showing them how
5:51:59they're making money. So if other people
5:52:01are doing it, so can you.
5:52:04Uh yeah, going over this stuff. Cool.
5:52:07Meet your coaches.
5:52:09Uh
5:52:11this is confidence from here because
5:52:12this dude's just like jacked. So if he's
5:52:14going to teach you fitness stuff, then
5:52:15that's showing giving you confidence.
5:52:17Agency codes. We have more YouTube wins.
5:52:19Simple stuff there. Uh global network.
5:52:22this. So, this is actually a really big
5:52:25part of of confidence because what he's
5:52:28doing is he's showing you like look at
5:52:29how many other people bought this thing
5:52:32and that's social proof. And so, if
5:52:33you're seeing that all these people
5:52:35around the world bought this, you want
5:52:37to base your decision off of them to
5:52:39save mental energy. So, you're like, you
5:52:41know what, they thought it was a good
5:52:42idea, so it must be I'll buy it. I'll
5:52:44check it out. Especially if it's all
5:52:46across the world. Here we have uh
5:52:47frequency frequently asked questions
5:52:49which just boosts the confidence. Um,
5:52:53yeah, and he's being specific here. So,
5:52:54it's specifically designed for young men
5:52:56looking to scale their business, make a
5:52:58lot of money, and become a lethal
5:52:59masculine man along way. So, he's using
5:53:01language that really adds to confidence
5:53:05that he knows who he's talking to and he
5:53:07can help you. And there's a lot of
5:53:09confidence in this top part as well by
5:53:12how specific he is,
5:53:15by nailing exactly what you want and by
5:53:17showing you how he's done exactly what
5:53:19you want specifically. He doesn't just
5:53:20say like, "Hey, I'm going to make your
5:53:21life better." No, he goes into, "You're
5:53:23about to leave these Jeffreies behind.
5:53:25All these things you were struggling
5:53:26with, you're not going to struggle with
5:53:27them anymore." All this good stuff. And
5:53:30um yeah, that specificity leads to
5:53:32confidence. So, that's how we do it.
5:53:34That's how you break it down. And by
5:53:35doing this, you gain understanding. You
5:53:37start to see why stuff works. And when
5:53:40you learn how stuff works, you know how
5:53:41to create things that will work for you.
5:53:44That's the magic. So, I want you to do
5:53:46is I got lots of bullets. I got emails.
5:53:47I got sales pages and all this. Um, like
5:53:49I said, 200 plus pieces of good copy
5:53:52coming soon for examples, but for now,
5:53:53five is more than enough to get you
5:53:55started for this.
5:53:57Oh, my camera just glitched. Anyways,
5:54:00hopefully uh this recording didn't just
5:54:02screw up. Should be good, though. But
5:54:04that's it. So, I want you to go through
5:54:05these, you know, every day, find more
5:54:06copy. There's tons of databases in Copy
5:54:08Lee already. Like, we've got like
5:54:10thousands of pieces of copy for you to
5:54:11study, but I'll put together a a new
5:54:14bank for this last module soon and put
5:54:16it in mural for you. But yeah, that's
5:54:18what you do guys. That is the study
5:54:19part. So you just do that. Like that
5:54:21took what 15 minutes. Obviously you you
5:54:23want to go in more detail than I did,
5:54:25but you get the point. Not hard. It's
5:54:27fun. So like we've discussed, this takes
5:54:31practice, but once you learn how to stir
5:54:34pain, you can become a profit spawning
5:54:37machine because that pain leads to the
5:54:39actions you want them to take.
5:54:42And if they take action, they change
5:54:44their life. If they change their life,
5:54:46that's valuable. And that value is
5:54:48tradable for money. That's how you make
5:54:50money, by helping others. So, you unlock
5:54:52the ability to hook your target
5:54:53audience, keep them engaged, and keep
5:54:55them feeling emotions in your copy, and
5:54:58that will motivate them to take action.
5:54:59So, good stuff.
5:55:01Congrats. We're finishing the module,
5:55:03pat yourself on the back, take a break,
5:55:05get some water. Um, quick reminder
5:55:08before the next module. Um, if you like
5:55:11these modules and you want me to crank
5:55:13more modules out like this one and even
5:55:15better, please let me know any wins, any
5:55:17mental breakthroughs, any like thoughts
5:55:19you have on this module or the course in
5:55:21general inside the course wins channel
5:55:23in the Discord. Um, just to be
5:55:26completely honest, it just gives me
5:55:27energy. Like making stuff is is not
5:55:30easy. Uh, I love it. I I chose this this
5:55:33path and I'm I'm paid well for it, so
5:55:35I'm not complaining at all. I love this.
5:55:37But when I see the wins from you guys of
5:55:41talking about how much these things have
5:55:44helped you, how much it means to you or
5:55:45how this has changed, you know, your
5:55:48life or you've made more money from
5:55:50this, it just it gives me energy to to
5:55:52push through the the the sticking
5:55:54points, the times where it's hard and I
5:55:55got to figure out how all this stuff
5:55:57fits together and make it into a concise
5:55:59module. Anyways, just know that like I
5:56:02love you guys and I appreciate you
5:56:03whether whether you like this or not. I
5:56:05appreciate you for for checking it out
5:56:06and uh if you do like it, let me know
5:56:08because it'll help me make even more
5:56:10modules that will change your life even
5:56:11more. So, I love y'all. I'll see you in
5:56:14the next module.
5:56:18[Music]
5:56:24Welcome to problem chains, the fifth
5:56:27module in the copyrightiting 101 course.
5:56:29And I'm not kidding when I say that this
5:56:31is my favorite module in the entire
5:56:33course.
5:56:35This will change some of your guys'
5:56:38trajectory forever because what this
5:56:40module is going to do is it's going to
5:56:42take you from that like higher beginner
5:56:45up to intermediate advanced like CMO
5:56:48marketing wizard status. This module is
5:56:51so powerful that just by making this
5:56:52thing I had to change my entire funnel
5:56:55because I realized how powerful this
5:56:57stuff is and how much I was missing in
5:57:00leaving on the table. Like I am excited.
5:57:03I'm actually so excited that I'm back in
5:57:05the bathroom. We have OJ OG KJ for this
5:57:09video because I've been locked in my
5:57:11room grinding on this module because I
5:57:13just couldn't stop working on it. I
5:57:15couldn't even sleep the past two days.
5:57:17This one is freaking sick.
5:57:20So, what we're going to do in this
5:57:21module
5:57:23is we're going to cover the psychology
5:57:25behind problems and we're going to
5:57:27figure out how do we use problems to
5:57:29position our product and service, what
5:57:31we sell, as irresistible to our target
5:57:34audience.
5:57:36As always, disclaimer, I highly, highly
5:57:39recommend watching every previous module
5:57:41before this one because we're going to
5:57:43use we're going to use every single
5:57:44module we've talked about so far to kind
5:57:46of tie them together into this full
5:57:48marketing funnel strategy called problem
5:57:51chains. But you got to you got to know
5:57:53that stuff first or else this is going
5:57:54to be like Chinese to you. So
5:57:58go watch those. But with that out the
5:58:00way, let us dig into my favorite module
5:58:02in this entire course. This is this is
5:58:05gamechanging. I I can't say that enough.
5:58:09But you know what? Let's not say it.
5:58:11Let's just show it to you. Let's get
5:58:12right in. Starting with value creation.
5:58:15As you may know, the ultimate goal of
5:58:18entrepreneurship, what we're doing here
5:58:20is to create value for our customers by
5:58:24solving their problems.
5:58:27That value we create is exchanged for
5:58:30their value in the form of money.
5:58:32So before we get into this, you got to
5:58:34you got to rewire your brain. We're not
5:58:36trying to make money. You're trying to
5:58:38create value. And if you create value,
5:58:41you will receive the money. That's the
5:58:44whole point.
5:58:46And so everything you do, if you want
5:58:47more money, you better change that to
5:58:48say, I want to give more value. I want
5:58:50to provide more value. I'm pretty sure
5:58:52Dave Ramsey said it best when he said
5:58:54that money is just certificates of
5:58:56appreciation from happy customers,
5:58:59people who love your stuff. And so in
5:59:02order to get more money, we have to
5:59:04create value. So let's go over the value
5:59:05creation equation. Let me actually try
5:59:07to zoom in here if I can. There we go.
5:59:10So we start with pain. We discussed in
5:59:12last module that the origin of goals and
5:59:15all these things. It comes from pain. We
5:59:18have core desires that God has kind of
5:59:20pre-program into our human system. And
5:59:22we try to fulfill those desires, the
5:59:25core desires. And when when they're not
5:59:27fulfilled, it creates pain.
5:59:29And it's pretty simple. If someone's not
5:59:32in pain, they won't look for a problem
5:59:34that's causing the that could be causing
5:59:36the pain because there's no pain.
5:59:38So, if you don't feel like your leg is
5:59:40hurting or your foot is hurting, your
5:59:42ankle, are you going to go to the doctor
5:59:44to try to figure out what's wrong? No.
5:59:47Because nothing's hurting. There's no
5:59:48pain there. So, there's no pain. They're
5:59:51not going to look for a problem.
5:59:54The next step, problem. If they don't
5:59:57connect their pain to a problem, they'll
6:00:00never discover the solution you offer.
6:00:02So, let's say you go back to the doctor
6:00:04and your the pain in your foot is
6:00:06killing you, but they don't figure out
6:00:08what the problem is. You have no clue.
6:00:11Versus, let's say that they do help you
6:00:12figure out the problem. They say, "Oh,
6:00:14dude, you have a sprained ankle. You now
6:00:17need to get a ankle brace."
6:00:20If they didn't figure out the problem
6:00:21with your ankle, they wouldn't prescribe
6:00:23you the solution, the ankle brace.
6:00:27Next, if they don't believe that your
6:00:29solution is the best only solution to
6:00:31that problem, they'll never choose your
6:00:34solution to solve the problem.
6:00:36So, if if you don't believe that the
6:00:39ankle brace is actually going to fix
6:00:41your ankle, then you're never going to
6:00:43buy an ankle brace. It's simple as that.
6:00:47If you think that instead you should
6:00:49just take a bunch of pain pills and that
6:00:51should be the solution and just forget
6:00:53about it, then you're going to do that.
6:00:56So once they're in pain, you have to
6:00:58show them that that pain is because of
6:01:00this problem. And then how your solution
6:01:03is the perfect solution to that problem.
6:01:06And step 3.5 is decision. This is very
6:01:09very important. And a lot of people miss
6:01:11this and I I've missed it so many times
6:01:13in the past, but if they don't believe
6:01:16that they have to decide slash buy right
6:01:18now, they'll procrastinate on making the
6:01:21decision.
6:01:24So in our scenario, if they don't
6:01:26believe that their ankle is going to get
6:01:28worse and worse if they don't do
6:01:30something right now, they're probably
6:01:32going to put it off. Because I don't
6:01:34know about you, but those ankle braces
6:01:35and those knee sleeves, I used to play
6:01:37soccer in high school at a decent level
6:01:41and I tore my MCL and tore all this
6:01:43stuff. These things are like thousands
6:01:44of dollars to pay for these braces. It's
6:01:46crazy. And there's many times where my
6:01:49parents were like, "Well,
6:01:52if we can wait and see if this thing
6:01:53just heals on its own, we kind of
6:01:55would." But the doctor was like, "No,
6:01:56it's going to get worse." You don't want
6:01:58it to be so bad that you know he he
6:02:00suffers forever because of this one one
6:02:03mistake. So he had to buy right now.
6:02:06So you're aware of pain. You blame that
6:02:09pain on a problem. You then are shown
6:02:11the perfect solution to that problem,
6:02:13the thing that that they sell or whoever
6:02:15it sells. And then you have to decide
6:02:17right now. There needs to be a reason
6:02:19why you have to do it now and you can't
6:02:21wait. And so whenever someone waits and
6:02:24they aren't given a reason to buy now,
6:02:26what happens is
6:02:28they usually will find another problem
6:02:30to blame their pain on
6:02:34or they wait until the pain increases or
6:02:37they're first they're forced with
6:02:38urgency or scarcity at a later date. So
6:02:40let's just let's put this into the copy
6:02:42example.
6:02:45So, some of you guys know I like to be
6:02:47super transparent and just
6:02:48straightforward and we don't really do
6:02:50like salesy sales calls and none of
6:02:51that. It's just like if you want to buy
6:02:52Copy Lee, you buy it. And if you don't,
6:02:54I kind of just like I don't really care,
6:02:56you know?
6:02:58Now, while I do like that approach, I do
6:03:00like being transparent, honest, and
6:03:02stuff. There does need to be some sort
6:03:04of reason for someone to buy. Now,
6:03:06because what's happened in our
6:03:08experience is someone need like really
6:03:11needs this information that we sell in
6:03:12copy. They need the community. They need
6:03:14the systems, the outreach like methods,
6:03:16all this stuff. But because we just tell
6:03:18them, "Hey man, just, you know, do
6:03:20whatever. Take as long as you want. Go
6:03:21to side,
6:03:24they go about their day, they kind of
6:03:26forget about copyrightiting and they
6:03:28find a different problem. So although
6:03:30they're sold that copy is the best
6:03:32solution to copywriting, if they start
6:03:34blaming their pl their pain on not
6:03:36knowing drop shipping or high ticket
6:03:39sales, then they're never going to buy
6:03:41copy elite, even if it's the best
6:03:43solution for them because they've
6:03:44shifted to a different problem.
6:03:48Or option B is they go about their day,
6:03:52they keep seeing the win screenshots
6:03:53from all you guys like posting wins on
6:03:55on my Instagram and the Discord and and
6:03:57the pain grows and grows and grows. they
6:03:59come back and they purchase. So the pain
6:04:01increased more and more to the point
6:04:04where they had to buy. We talked about
6:04:05that last module or they're forced with
6:04:08urgency of scarcity at a later date. So
6:04:10if I'm like, hey, you know, there's only
6:04:13this many slots left in copy elite
6:04:15before we close it down for a long time.
6:04:17Now they're forced with urgency and
6:04:19scarcity at a later date and they have
6:04:21to do something. So that's kind of what
6:04:22happens. So do not forget this guys.
6:04:25This is huge. So, I I would hate for you
6:04:28to go through all the struggle of
6:04:30bringing awareness to their pain,
6:04:32showing them the problem that they have,
6:04:34showing them that your offer is the
6:04:36perfect solution to it, but just because
6:04:38you didn't give them a good reason to
6:04:40decide and buy now, the person just
6:04:43left, which is not good for them if you
6:04:46truly solve their problem. And it's not
6:04:47good for you because you don't receive
6:04:48the value in the form of money. And we
6:04:51have an entire module going over step
6:04:533.5. is actually the next module I'm
6:04:55pretty sure but just keep that in mind.
6:04:58Step four is effectiveness. So
6:05:00effectiveness is the amount of value
6:05:02created
6:05:04and this is determined by how well you
6:05:06solve the problem which gets rid of the
6:05:08pain or how well the person thinks your
6:05:12products and service solve the problem
6:05:14which alleviates their mental pain. And
6:05:17so we'll talk about this in a second,
6:05:18but you know, you have pain. You have
6:05:21pain you're in mentally and you have
6:05:22pain you're in physically and
6:05:25situationally. And if you change the way
6:05:28you think, it changes the way you
6:05:29perceive reality. We talked about this
6:05:31in in the beliefs course. And like, you
6:05:33know, you create the reality starting
6:05:34from your mind. And so you can
6:05:37technically not solve someone's problem,
6:05:40but you solve the way that they think
6:05:41about the problem
6:05:44and they perceive the problem as solved.
6:05:47uh it gets complicated, but we'll talk
6:05:48about that in a second. But basically,
6:05:50this is what it looks like. They have
6:05:51pain. That pain is blamed on a problem.
6:05:57They then search for solutions to that
6:05:59problem and then they decide whether to
6:06:02buy or not to buy the solution. Then the
6:06:05effectiveness is how well did it solve
6:06:06the problem and the value be value
6:06:08created. So let's say that you are let's
6:06:12take this super basic. Let's say that
6:06:13you're starving, you're hungry,
6:06:16you feel pain in your stomach, and
6:06:17you're like, I need food. That's the
6:06:20problem you want to solve. So, the
6:06:22solution would be someone has, you know,
6:06:24a hot dog stand and you decide to buy a
6:06:26hot dog.
6:06:28If they sold you a hot dog that was
6:06:30literally like pretty much air, like it
6:06:33wasn't actually real calories. It didn't
6:06:34it didn't have the calories in it, it
6:06:36would be ineffective. Therefore, you
6:06:38didn't actually create the value because
6:06:39you didn't solve the problem. In fact,
6:06:42you created misery for them because they
6:06:44traded you their value and you didn't
6:06:47hold up to it. This is the problem with
6:06:49online, you know, education, this whole
6:06:51space is like this happens a lot. People
6:06:53are sold on this thing and they think
6:06:55this is how valuable it's going to be.
6:06:56So, they pay a price which is a little
6:06:58less than that, but then the actual
6:07:00value of the the the course, the
6:07:01program, the coaching, whatever, is like
6:07:02a fraction. And so they feel like they
6:07:05got quote unquote scammed or they feel
6:07:08misled, which you know most of the times
6:07:10is, you know, it's kind of true. Um, but
6:07:13it's also all about expectations. We'll
6:07:14talk about that in a second as well.
6:07:16Yeah, this is what you want to
6:07:17understand is pain, problem, solution,
6:07:19decision, effectiveness, value created.
6:07:22Um, it's pretty simple when you get the
6:07:23hang of it, but that is kind of what we
6:07:25need to kind of get straight into the
6:07:27rest of this course.
6:07:29Now, as you move up the hierarchy of
6:07:32needs,
6:07:34the effectiveness of your solution gets
6:07:36more and more subjective.
6:07:38So, what I mean by this is what we
6:07:39talked about a second ago.
6:07:41It's easy to tell if someone's no longer
6:07:44hungry. So, the bottom tier of needs is
6:07:46very kind of simple. Food, shelter,
6:07:48water. Like, if you're thirsty, you get
6:07:50water. It quenches your thirst. Value
6:07:53created. But it's much harder as you
6:07:56move up the hierarchy of needs.
6:07:59So, it's much harder to know when you've
6:08:00achieved true fulfillment or purpose or
6:08:03you've raised your status or
6:08:04self-esteem. Like those things are not
6:08:06as quantifiable as like are you still
6:08:08hungry, you know? So, keep this in mind.
6:08:10It's a lot more subjective meaning that
6:08:13the value is much more about like
6:08:16perception and and how they view the
6:08:18product that they got.
6:08:22This is why
6:08:24packaging is so important. Think about
6:08:27the packaging that come that your iPhone
6:08:29comes in. This thing comes in like a
6:08:31beautiful
6:08:33sleek, minimal, professional feeling,
6:08:36expensive feeling box.
6:08:39And what does that do versus it just
6:08:41coming in like a a paper sack? It
6:08:43increases the perceived value of the
6:08:45thing you bought. You feel like you're
6:08:47getting your money's worth as soon as
6:08:48you open the box. So once again, just
6:08:51keep in mind that like it happens in the
6:08:54mind as well. Now, what I want to do is
6:08:56I want to go over some major
6:08:58breakthroughs around value. Um, I've not
6:09:00shared these with almost anyone because
6:09:02I've just been able to conceptualize
6:09:05them and make them useful, but I'm
6:09:08telling you, most beginner entrepreneurs
6:09:09stay stuck in place for years until they
6:09:12get this. Like, these these held me back
6:09:14for actual years. So, just by you
6:09:17listening to this, it's going to break a
6:09:19lot of chains for some of you guys and
6:09:21help you break through some plateaus.
6:09:23Breakthrough number one,
6:09:27selling your audience on the problem,
6:09:30then your solution has to happen first
6:09:34before the value is created.
6:09:39There were many times in my early years
6:09:41of entrepreneurship when I had
6:09:44life-changing products, life-changing
6:09:46frameworks and advice that whenever I
6:09:48launched my product or whenever I shared
6:09:50my free advice on YouTube, I got
6:09:52nothing. no sales, no views, etc. So, my
6:09:56life-changing advice changed no one's
6:09:58life.
6:10:01But in the past year, there's been
6:10:03multiple times where I I've sold my
6:10:06audience first on that exact same advice
6:10:09before giving it to them. And this time,
6:10:12that advice, that same advice changed
6:10:14hundreds, if not thousands of lives.
6:10:18So, think about what I did at the very
6:10:19start of this module.
6:10:21Think about the difference if I would
6:10:23have just started going straight through
6:10:24this module or if I told you how
6:10:27important this module was to not only my
6:10:29success but your success and how crazy
6:10:31this stuff is. I made it feel big,
6:10:34important, valuable. That way you pay
6:10:36attention to the module and you use it
6:10:39and it truly becomes valuable. So again,
6:10:42this isn't this isn't lying. This isn't
6:10:44like um
6:10:46this isn't misleading people. It's
6:10:48simply
6:10:50leading them to realize the true value
6:10:52of something.
6:10:55There's a verse in the Bible and um it
6:10:57talks about like don't don't cast your
6:10:59pearls before a swine. Meaning like
6:11:02don't you know give this valuable stuff
6:11:04to people who don't
6:11:07recognize that value. Um, and that's not
6:11:10like a direct, you know, that's like KJ
6:11:12a bridge version, but it kind of goes
6:11:14along the same principles like if some
6:11:17if someone doesn't know your stuff is
6:11:18valuable, then why would they stick
6:11:20around to try it and test it out?
6:11:25You have to sell them first.
6:11:28So that brings me to the next point.
6:11:30Then I started to think, well, you know,
6:11:32if I just build it, they will come. But
6:11:35what I'm starting to realize is that the
6:11:37saying build it and they will come only
6:11:39applies if you have something truly
6:11:42extraordinary. I mean like best
6:11:46in the world. It has to be it has to be
6:11:49like the best.
6:11:53And to build something that good takes
6:11:55at least a decade at least.
6:11:58And close to 100 times more effort than
6:12:01we think.
6:12:02And to spend a decade on something, what
6:12:05what do you need? You need money to
6:12:06survive
6:12:08while you build that thing, which
6:12:11requires you to sell in the meantime.
6:12:13So, there's really no way around it. You
6:12:14have to learn how to quote unquote sell.
6:12:16It's not a bad thing. In fact, selling
6:12:19is the first step.
6:12:24For products and services that require
6:12:26substantial effort from the customer to
6:12:29get results, the sales process is the
6:12:31first step to real value being created.
6:12:35If you're selling something where
6:12:36someone else has to do part of the work
6:12:38that they've got to put in their effort,
6:12:41the best thing you can do is to really
6:12:43sell them on the front end so that they
6:12:45believe that they can do it.
6:12:49I learned this the hard way with Copy
6:12:51Lee is when the people who I'd really
6:12:53spend time breaking their false beliefs
6:12:55on sales calls and making sure that they
6:12:57were fully ready and all bought in and
6:12:59they paid a lot upfront. Those people
6:13:02got results because they did the actions
6:13:04because they believed in the mechanism.
6:13:06They believed in themselves versus when
6:13:09the price of copy elite used to be like
6:13:12very cheap. I was charging monthly. I
6:13:14got a lot of people who were not serious
6:13:16who didn't believe in themselves and
6:13:17didn't really believe in copyrighting.
6:13:18and they were just kind of messing
6:13:19around and it was misery for everyone
6:13:22because they weren't serious. They just
6:13:24wanted me to do all the work for them
6:13:25and they didn't get results because they
6:13:28weren't bought in. It's the same
6:13:29product, same information and one person
6:13:32succeeds like crazy, makes, you know,
6:13:34six figures a year. Shout out to Jason.
6:13:36And someone else doesn't make any money.
6:13:39Same product. What's the difference? One
6:13:42person was sold on the meth on the
6:13:44method. They were sold on themselves and
6:13:46they paid a lot up front. So they were
6:13:47putting they're basically like showing
6:13:49their belief by putting up money at
6:13:50stake and they got the results. They
6:13:53took action. So
6:13:55another example um if you're coaching
6:13:57someone through a weight loss journey,
6:14:00the more false beliefs that you break
6:14:02during the sales process, meaning the
6:14:03more sold they are on your methods and
6:14:06their abilities to do those methods,
6:14:09the more likely they are to put in the
6:14:10work on their end, which creates the
6:14:12results, the value.
6:14:16Also, I learn I learned this the hard
6:14:17way with the free Discord back in the
6:14:19day. So, way back when I first started,
6:14:21I wanted to help everybody for free.
6:14:25And I started a free Discord and
6:14:27thousands of people were joining. The
6:14:29issue was those people didn't really
6:14:31care and they weren't they weren't
6:14:33bought in. And so, because they paid no
6:14:36money, I was losing my mind trying to
6:14:38coach people who didn't actually care.
6:14:39They just wanted me to do the work for
6:14:41them and they were just kind of there
6:14:42for a good time.
6:14:45And then it was magical when I started
6:14:46selling copy elite high ticket. All of a
6:14:49sudden I got people who were fully
6:14:50bought in. Their beliefs were like
6:14:53perfectly in line. They paid money up
6:14:55front and they they got results. They
6:14:57took the same information I was giving
6:14:58people for free who just, you know,
6:15:00pissed it away and they actually took it
6:15:02seriously and got insane results. Um, so
6:15:05yeah, selling is vital and it's part of
6:15:08value creation. So, I want you guys to
6:15:11stop seeing selling as different from
6:15:13the value being created and start seeing
6:15:15it as one and the same. Selling is just
6:15:17the first step to creating that value.
6:15:21Disclaimer, I don't mean selling by
6:15:23saying a bunch of claims that are not
6:15:25true and are misleading. That's not what
6:15:27I'm saying. This the reason that why
6:15:28selling gets a bad rep is because people
6:15:30confuse selling with lying. Not the
6:15:33same. I simply mean
6:15:37helping your audience break their false
6:15:38beliefs and show them what's really
6:15:40possible with your stuff so they can go
6:15:43win with it. Cool. Breakthrough number
6:15:47two,
6:15:48value is created in the mind and depends
6:15:52on which core desire or desires the
6:15:55person or audience is currently trying
6:15:57to achieve. So the saying beauty is in
6:16:00the eye of the beholder and um it's
6:16:03true. We'll talk about some concrete
6:16:06examples but also
6:16:09there's no universal set value for a
6:16:11product or service. Every single product
6:16:14and every single service has a different
6:16:16value for every single individual on
6:16:18earth.
6:16:21This big day, this drink u shout out to
6:16:24Iman is extremely valuable to me. Don't
6:16:27tell him this, but I would pay two to
6:16:30three times just to make sure I keep
6:16:32drinking these because it solves a lot
6:16:34of problems in my life. I get the
6:16:35perfect amount of caffeine, not too
6:16:37much. It's only 80 milligrams. Um, this
6:16:39is going to sound like a sales pitch,
6:16:40but I'm not affiliated with this at all,
6:16:41but I do want to be. So, Iman, hit your
6:16:43boy up. I get 80 milligrams of caffeine.
6:16:46I There's no artificial sweetener, so it
6:16:48doesn't mess up my gut my microbiome.
6:16:50There's no actual sugar, so I don't get
6:16:52like a a sugar rush or blood sugar
6:16:55spike. And it has electrolytes, so it
6:16:57hydrates me and it tastes decent. I love
6:16:59the taste. So, this helps me work every
6:17:02single morning. It's It's solved a lot
6:17:04of my gut issues because I stopped
6:17:06drinking so much coffee and I feel
6:17:08great. So, I would pay a lot for this.
6:17:11But someone else who doesn't have those
6:17:13problems and doesn't really care and is
6:17:15happy drinking coffee, they're not going
6:17:17to pay as much. And so, value is
6:17:19relative and it depends on which core
6:17:22desire, which problems you're trying to
6:17:24solve. Value is relative. So some
6:17:27concrete examples.
6:17:29If you tried to sell a famous Picasso
6:17:32painting
6:17:34in a remote African tribe marketplace,
6:17:38the best you'd probably get for it is a
6:17:40few pieces of fruit or if you're lucky,
6:17:43maybe a couple of of bowls.
6:17:46But you certainly wouldn't get the $50
6:17:48million price tag that this same
6:17:51painting would fetch in New York City.
6:17:54And that's because the relativity of
6:17:57value is determined by which core desire
6:18:01a person is trying to achieve in the
6:18:02hierarchy of needs.
6:18:06So if you were dying of thirst in a
6:18:08desert for a week, you don't give a
6:18:10freak about this painting. What do you
6:18:12want? Water. But if you've solved all
6:18:15your needs, you have as much food and
6:18:17money and clothing as time as you want,
6:18:19then you care more about your status or
6:18:23you know personal achievement or
6:18:25fulfillment. And so you don't mind
6:18:26spending $50 million on a painting
6:18:28because what else you can do with the
6:18:29money and your friends think it's cool.
6:18:31You want to be cool to your friends,
6:18:32your other rich friends. And so the
6:18:34painting is worth 50 million to you. But
6:18:36to that African person who cares more
6:18:38about building their home and shelter
6:18:40and food, they don't give a freak about
6:18:41the painting. They don't care. It's all
6:18:44about the hierarchy of needs. Which core
6:18:46desire
6:18:48is the person trying to solve?
6:18:51Now, like I said, if you were dying of
6:18:53thirst in the desert for a week and
6:18:55someone had a gallon of water, but you
6:18:57had to pay every dollar in your bank
6:18:59account for that water, you would do it
6:19:01in an instant. Why? Because you don't
6:19:02want to die. You're better off paying
6:19:04all your money than dying. And so
6:19:08depending on which level go, you know,
6:19:10make sure you go watch the pain and
6:19:11confidence module. The level decides the
6:19:14value of what you're selling. Like this
6:19:15is crazy. Crazy.
6:19:19Another example.
6:19:25If someone is trying to solve the bottom
6:19:27tiers of core desire, meaning they're
6:19:28starving, they need shelter, they're
6:19:30endangered, they couldn't give a freick
6:19:32about a Lamborghini.
6:19:34They couldn't care less about getting
6:19:36their picture taken with Tom Brady. Or
6:19:38they couldn't care less about buying
6:19:39your Looks Maxing course.
6:19:42The brothers over there in Africa do not
6:19:44care about your jawline course. They're
6:19:46worried about making a living in shelter
6:19:48and food.
6:19:52Next, if someone is trying to solve the
6:19:54middle tiers of core desire, meaning
6:19:56they have low status, they don't have
6:19:58community, they don't have sexual
6:19:59companionship, they don't have time
6:20:01freedom, but they have the, you know,
6:20:03food, water, and shelter, then they
6:20:05don't care about food, water, and
6:20:06shelter because they've already solved
6:20:07those problems.
6:20:09But they'll also be less interested in
6:20:11true fulfillment and you know esteem and
6:20:14all this uh you enlightenment
6:20:18because they don't have the middle tiers
6:20:20of the desires. Chances are they'll be
6:20:22locked in on chasing the bag. Like
6:20:24they're worried about getting a
6:20:25girlfriend, not you know changing
6:20:28the changing the world. They just want a
6:20:30girlfriend.
6:20:32And so it's all about the core desires
6:20:34that determines the value of what you
6:20:36sell. Lastly, if someone has more money
6:20:39and more time and they have, you know,
6:20:43sexual companionship, they have family,
6:20:44whatever, they don't care about your get
6:20:47a bag 101 course, your drop shipping
6:20:49course. They'll be more interested in
6:20:52things like enlightenment,
6:20:53self-actualization, purpose, legacy,
6:20:56maximizing their status, their
6:20:58reputation.
6:20:59And this is exactly why a Picasso
6:21:02painting is worth millions in New York
6:21:03City and not remote tribes in Africa.
6:21:06Another concrete example that I thought
6:21:08was funny is there's a rapper that I
6:21:11loved growing up. His name is Big Sean.
6:21:14And when he first started rapping, he
6:21:16would literally be outside. There's a
6:21:18story of him like approaching Kanye on
6:21:21the street and begging and walking with
6:21:23Kanye as he raps to him, trying to sell
6:21:26him on how good he was that he could get
6:21:27signed.
6:21:29He was trying to make it out the hood.
6:21:32But now Big Sean raps about hilarious
6:21:35things like he he raps about holistic
6:21:37health and you know empowerment. He
6:21:41talks about crystals and meditation. So
6:21:45old, you know, high school 20-year-old
6:21:49like trying to get a bag, make it out
6:21:51the hood. Big Sean was rapping about
6:21:53completely different problems versus the
6:21:55Big Sean who's like multi-millionaire,
6:21:57has all those things covered and now
6:21:59he's trying to work on enlightenment and
6:22:01like you know crystals and meditation
6:22:03and all that stuff. So it's all about
6:22:07which problem are you trying to solve in
6:22:08the hierarchy of needs. Now important
6:22:11disclaimer it's not to say that this is
6:22:14like a direct level up. So you could be
6:22:18like once you have the
6:22:21once you have the the basic needs
6:22:22covered. So levels one and two. So like
6:22:24physiological needs and like fear from
6:22:26danger and you you have shelter.
6:22:30The ones after that get a bit more like
6:22:32you can change the order around. So you
6:22:34could you could still have like quote
6:22:35unquote not a whole lot of money but be
6:22:38worried about fulfillment. I mean that's
6:22:39that's me for example. Like I don't have
6:22:41a lot of money guys compared to these
6:22:43people who have billions and billions of
6:22:44dollars.
6:22:46But I have enough money where it's I I
6:22:49don't feel like I'm trying to compete
6:22:50for status and stuff as much anymore.
6:22:52Obviously, I'm I'm still like a sinful
6:22:53human being and in need of Jesus every
6:22:55day, but
6:22:58I'm constantly kind of shedding that
6:23:00sinful nature of trying to compete and
6:23:02have status. And I'm working more on
6:23:03like changing the world and telling
6:23:06people about Jesus and giving away stuff
6:23:09like this that's life-changing for other
6:23:11people and working on fulfillment and
6:23:14legacy stuff like that.
6:23:16So just don't like just know that it
6:23:18doesn't go directly up in order, but the
6:23:20bottom two usually go in order. So it's
6:23:21like, you know, you got to got to not be
6:23:23starving, got to have shelter, and then
6:23:25you start worrying about like, you know,
6:23:27love, belonging, status, all those
6:23:29things could be interchangeable. And the
6:23:31top one is usually kind of last once the
6:23:33other ones are covered usually. So
6:23:36fulfillment um of purpose,
6:23:38self-actualization, stuff like that.
6:23:42All right, breakthrough number three.
6:23:45This is Oh, this is so important, guys.
6:23:47All these breakthroughs are massive.
6:23:49Like this, you should you should be
6:23:50having like
6:23:52epiphies um every five minutes right
6:23:54now.
6:23:55Breakthrough number three, what you sell
6:23:59doesn't have to be worth a million
6:24:00bucks. It just has to be worth more
6:24:04slash more valuable to the person who
6:24:07bought it than the money or price they
6:24:10paid for it.
6:24:12So, you don't have to sell a
6:24:13million-doll energy drink. You just have
6:24:16to sell an energy drink that is more
6:24:18valuable than the price you charged. And
6:24:20so, like I said earlier, this big day, I
6:24:23would honestly pay like
6:24:25I don't know5
6:24:27to $10 a day for this thing really
6:24:30because it's worth that much and the
6:24:31money is less worth it than that.
6:24:35But, you know, it's it's probably like
6:24:36$3 or something a day and when you when
6:24:38you calculated it out. So, it's worth it
6:24:41to me. Let's say it's worth six bucks to
6:24:43me every day. That's how that's the
6:24:44maximum I would pay for this thing is
6:24:45$6. But right now, it's only $3.
6:24:49I'm still getting it's still profitable
6:24:51for me value-wise, but like I said
6:24:53earlier, you can't forget value is
6:24:56relative. And so someone who's just like
6:24:59thirsty
6:25:00and they they just need like water, they
6:25:03don't care about this. They're not going
6:25:04to pay six bucks for a small thing of
6:25:06water. They're just going to go drink
6:25:07water out of the tap for like 25 cents.
6:25:10So it's all about the problems you're
6:25:13trying to solve. That's what determines
6:25:14the value.
6:25:17This is also why selling stuff to rich
6:25:19people is is overpowered. So, a couple
6:25:23of reasons. One, since they have more
6:25:25money, each dollar is worth less to
6:25:27them. Money isn't scarce. So, if you
6:25:30only have a hundred bucks, this this $5
6:25:32big day is a hit every day. Like, you're
6:25:35going to go broke in a couple weeks.
6:25:38But, if you have $100,000, you don't
6:25:40really care. The money doesn't matter as
6:25:42much to you because it's less scarce.
6:25:45Next, they are more likely to be focused
6:25:48on the higher tier core desires, which
6:25:51are unironically less solvable by money.
6:25:55So, what I mean is like having a billion
6:25:57dollars doesn't mean you're
6:25:58automatically fulfilled in life. We've
6:26:01seen this a ton of times. Think about
6:26:02how many rich and famous people
6:26:06um
6:26:07you know, end in end their game early on
6:26:11their own decisions. You know what I'm
6:26:14saying? I can't say it. I don't want to
6:26:15put on the video, but you know what I'm
6:26:16saying. How many rich people who are
6:26:18rich, they famous, they quote unquote
6:26:19have everything that we think of by
6:26:21society terms, but they decide to turn
6:26:24the game off early.
6:26:28So, you've heard the saying before
6:26:30probably, money solves money problems,
6:26:32but money doesn't solve everything. And
6:26:34so, what it means by money problems is
6:26:36usually those those bottom tiers of the
6:26:38the needs.
6:26:40And so if you're selling to rich people,
6:26:43they don't care as much about money
6:26:44because they know that the money is not
6:26:46going to like inherently solve their
6:26:47problems. And so they're willing to pay
6:26:49a higher price. Um the money is less
6:26:53valuable to them. So once again, it's
6:26:55about solving problems. And so if the
6:26:57problems that they're trying to solve
6:26:59can't really be solved by money, that
6:27:02means that that money is less valuable
6:27:03to them. They're more willing to just
6:27:05trade it for something else that can
6:27:06actually solve their problems. Um,
6:27:10and the key thing to note here,
6:27:15it's all about expectations and which
6:27:18level of life they're trying to beat.
6:27:22So, this one analogy will change the way
6:27:24you see business, especially in the
6:27:25online space.
6:27:29I want you to view life as video game
6:27:32levels. So that hierarchy of needs chart
6:27:35we went over in last module, view it as
6:27:38each levels in the video game. Now
6:27:40obviously it gets way more granular than
6:27:42that and that's what this whole module
6:27:43is about like the problem chains and all
6:27:44the problems you go through to solve
6:27:46just one level.
6:27:48But just imagine that each thing is a
6:27:49level. And so if
6:27:53if someone is stuck on level one,
6:27:56selling them the cheat codes or the the
6:27:58the quest guide to level five doesn't
6:28:01help them right now.
6:28:03they can't be level one and so they
6:28:06don't have a use for the level five
6:28:08cheat codes yet. Therefore, they're not
6:28:10as valuable.
6:28:12But to someone who's stuck on level five
6:28:14and they cannot beat it, they've been
6:28:16stuck on it for years and the pain is
6:28:18building up and they just they want to
6:28:19pass this level. If you sell them the
6:28:21cheat codes to level five, it's
6:28:23extremely valuable.
6:28:26Are you guys getting this? This is
6:28:27crazy. Crazy.
6:28:30So what I mean is is you can sell the
6:28:32same online course, the same course to
6:28:35two different people for the same price
6:28:39and one of them can find it extremely
6:28:41valuable based on the problem they're
6:28:43solving while the other one can believe
6:28:46it wasn't valuable at all. Guys, this
6:28:49almost drove me insane because what
6:28:51would happen inside of Copy Elite is I
6:28:54would have guys
6:28:56who would literally tell me that this
6:28:58program changed the trajectory of not
6:29:00just their life but their entire family
6:29:02lineage. I'm not making this up. Like
6:29:04people have said this to me, real
6:29:07customers, real results.
6:29:10But to be transparent, there's multiple
6:29:12people in the past who've told me that
6:29:13this thing wasn't valuable at all. Do
6:29:16you know how nuts that makes it? that
6:29:18makes like me feel. And obviously like
6:29:20there's going to be people who are just
6:29:21doooo-oo heads. Like you don't don't
6:29:22don't
6:29:24um
6:29:26don't discount the hater rate. There's
6:29:28always going to be a percentage people
6:29:29who just like hate everything. Life is
6:29:30miserable and they're going to take it
6:29:31out on you. That's not what I mean here.
6:29:33I mean the people who genuinely like
6:29:35wanted
6:29:37to be here and they're good people, but
6:29:39they didn't think it was valuable.
6:29:41Why? Why is this? This drove me insane
6:29:44for months. But it's because
6:29:46they
6:29:48they sold themselves or they got sold on
6:29:50by our sales rep or like they just
6:29:52misread the marketing in my videos. They
6:29:55sold themselves on this program which is
6:29:57like a level two, level three program
6:29:59when they hadn't even beaten level one.
6:30:01So these people hadn't even decided they
6:30:03wanted to be entrepreneurs.
6:30:05They hadn't even fully committed to this
6:30:07path. And so if you're not fully
6:30:09committed to this path of making money
6:30:10online and like truly changing the
6:30:12trajectory of your life and your
6:30:13family's life, then you're not ready for
6:30:16this program because it's not easy. Like
6:30:18it's tough. I mean, just watching this
6:30:20module is going to take you an hour and
6:30:21a half, two hours. So if you're not
6:30:23willing to sit through a two-hour thing,
6:30:24like there's no just no way you win.
6:30:26There's no way no way you win
6:30:27entrepreneurship if you can't watch two
6:30:28hours or the eight hour course. You just
6:30:30can't do it.
6:30:33And so
6:30:34by selling people who aren't ready for
6:30:37this level's cheat codes, it created
6:30:40like quote unquote like phantom value
6:30:43misery for me and them. And so I had to
6:30:46swap the way I was doing everything. I
6:30:48started like treating copy lead as like
6:30:50application. Like you got to apply for
6:30:52it and we want to make sure that you're
6:30:54bought in and you're going to get
6:30:55results. And that changed everything.
6:30:58We've had like dude I I I think I don't
6:31:03know for sure, but like our our refund
6:31:05rate request is lower like ethically
6:31:08lower than any ones I've ever seen. Um,
6:31:10ethically there's people who use like
6:31:12tactics to get around that, but like
6:31:13literally ethically it's insane.
6:31:17And yes, it's because I care about the
6:31:18product. I'm not discounting that. But
6:31:20it's also because I don't care to sell
6:31:22everyone on this just to make money. I
6:31:25only want the people who need this thing
6:31:27to buy it. That's the difference.
6:31:30This is why this is why selling
6:31:32intangibles like info and selling
6:31:35coaching and selling courses gets such a
6:31:36bad rep. This is why people think it's a
6:31:38scam.
6:31:41It's not because the information is a
6:31:43scam. Now, granted, there are courses
6:31:45out there that are freaking terrible.
6:31:47And to to you guys selling those, like,
6:31:50please step it up. please just put some
6:31:52care into the market. But to the people
6:31:55who do have like a decent program and
6:31:57it's good and it and it does get results
6:31:58for other people,
6:32:00the reason why people call it a scam is
6:32:03because
6:32:05they were not at the level where they
6:32:06needed that info. So because they
6:32:09weren't at that level,
6:32:11they saw it as not valuable
6:32:14versus if they were on that level and
6:32:17they wanted to solve this problem, they
6:32:18had the motivation, they were ready, it
6:32:20would be insanely valuable.
6:32:23So this is also why like selling to more
6:32:25aware people, selling to more advanced
6:32:26people, selling B2B, like it it honestly
6:32:29is better in the long term as far as
6:32:31like when you're just trying to keep it
6:32:33simple. But I do believe selling to B
6:32:36TOC creates more impact, which is why I
6:32:38do this. There's there's a reason I go
6:32:39through all this pain instead of just
6:32:41transitioning to like a consulting for
6:32:43B2B. It's because I I love you guys. I
6:32:47love my younger self. I love the people
6:32:48who want to just get in this online
6:32:50game, learn learn the true fundamentals
6:32:52and make money. That's why I do it. It's
6:32:54not because of the money. It's because
6:32:55of the love and servitude. And so this
6:32:58is a huge realization for me. And if
6:33:00you're going to sell info, you're going
6:33:01to sell products online, you got to
6:33:03understand this for you or your clients.
6:33:06So what happens? Well, you know, people
6:33:09make claims on the front end.
6:33:12They charge huge prices based on like
6:33:14you you've seen it before, right? Make
6:33:165K, 10K a month, guaranteed. Guaranteed.
6:33:19It's going to happen.
6:33:21They charge huge prices based on those
6:33:24claims,
6:33:26but then their product or service
6:33:27doesn't live up to the claims and the
6:33:29price charged.
6:33:31Once again, most of the times the
6:33:33product is bad. But even in scenarios
6:33:35where the product is phenomenal,
6:33:37it doesn't live live up to the claims
6:33:39because the people you sold on it
6:33:41weren't ready for it.
6:33:44And so just because one person in your
6:33:46program made 10K a month doesn't mean
6:33:48that you should automatically start
6:33:50blasting make 10K a month in the next
6:33:52three months because will everyone who
6:33:55goes through your program do that?
6:33:58No. Not unless you're being very
6:34:00selective with who joins and most people
6:34:01aren't. That's why the space is freaked
6:34:04right now and that's why I'm trying to
6:34:06change it with with some some major
6:34:09moves coming up. Um, but offer owners
6:34:13sell their products and service to
6:34:15anyone and everyone possible because oh,
6:34:18I know my stuff is valuable. Failing to
6:34:20realize that it's only valuable to
6:34:22someone at a specific stage where they
6:34:25then need the info being sold. So once
6:34:28again, the level three cheat codes are
6:34:31the most valuable to someone
6:34:35who for the life of them can't beat
6:34:37level three.
6:34:39That's it.
6:34:42You guys getting this? I hope so because
6:34:46this like this is some major
6:34:48breakthroughs. I feel like no one even
6:34:49talks about this.
6:34:51Maybe I'm just going nuts. I could be. I
6:34:53mean, I'm back in the bathroom. Things
6:34:54are getting crazy. But what I want to do
6:34:56is I want to make this so concrete. Like
6:34:58I want to make this like just stick in
6:35:00your head. You won't forget it. Okay.
6:35:04Real world example here. If you sell a
6:35:07brand new MacBook Pro, something we'd
6:35:09all consider to be extremely valuable,
6:35:11like right if someone gave you a MacBook
6:35:12Pro, you'd be like, "Dude, I love you.
6:35:15I'm gonna name my first kid after you."
6:35:18If it was a MacBook Air, I'd name my
6:35:20second kid after you. But since it's a
6:35:21MacBook Pro, you're getting the first
6:35:23born. Um, anyways, we we'd all consider
6:35:26that to be extremely valuable. But if
6:35:28you sold this MacBook Pro in a remote
6:35:31African tribe who doesn't have internet
6:35:34and they don't have electricity, this
6:35:37MacBook is barely worth anything to
6:35:39them. Why? Because it doesn't solve any
6:35:42of the problems they're currently
6:35:44facing.
6:35:46It's not even a good paper weight. I
6:35:47can't even make that joke. Because they
6:35:48don't have paper.
6:35:52Does that mean the MacBook Pro was a
6:35:54scam? Is the product terrible? No. the
6:35:57product is fine. You just sold it to
6:35:59someone who isn't currently trying to
6:36:02solve the problems that a MacBook Pro
6:36:04solves and they don't have the resources
6:36:06that make the MacBook Pro valuable.
6:36:09And so as so society progresses, you
6:36:13know, this this MacBook only works
6:36:16because I have electricity, I have
6:36:18internet connection, there I have
6:36:20processing chips, I have, you know,
6:36:22plastic and metals and all like it only
6:36:24works because all those things, all
6:36:25those technologies were built before it.
6:36:28The MacBook Pro sits on this massive,
6:36:30you know, bank of of other technology.
6:36:35That's what people aren't understanding
6:36:36with info. If you sell this this course
6:36:39that like yeah you think it's good but
6:36:42someone doesn't even have the right
6:36:43mindset. They don't they don't
6:36:44understand how to think. They don't
6:36:46understand they have all these false
6:36:48beliefs. Then brother it doesn't matter
6:36:51that they can't use the MacBook Pro
6:36:52because they don't have electricity.
6:36:56They don't have internet. The internet
6:36:58has been turned on in their brain.
6:37:00Therefore your course is not valuable.
6:37:01Is it a scam? No. You just sold the
6:37:04wrong person. This is so important.
6:37:09and um because I'm losing losing my
6:37:12voice. This is the problem with the
6:37:14online space right now.
6:37:17This is the problem. So, what I want you
6:37:19to do is focus on selling the cheat
6:37:21codes to people who are stuck on that
6:37:23current level that your cheat codes work
6:37:25for.
6:37:27If there aren't many people on that
6:37:28level, make free slashlowerpric stuff
6:37:32that helps them beat the earlier levels
6:37:35and reach the level where they need your
6:37:36main offer. So, this is like
6:37:41this is the thesis of my strategy going
6:37:43forward is I'm going to give away free
6:37:47stuff, free courses that is better than
6:37:51what I consider anyone has ever given
6:37:53out in the niches that I'm in.
6:37:57Why? Because I don't want to deal with
6:38:00people who aren't ready for the stuff
6:38:02that I sell. And so instead, I'm just
6:38:05going to educate the people and see the
6:38:09people who should be in this lane. Give
6:38:11them give them the stuff that normal
6:38:13people would pay for. I'm give it to
6:38:14them for free. That way, the people who
6:38:15aren't ready can just drop off before
6:38:17they ever pay anything.
6:38:19So, I get to work with the highest
6:38:21quality individuals.
6:38:23They get extreme value because they're
6:38:25they're ready for the exact thing that I
6:38:27that I sell.
6:38:29It's just amazing. It's amazing. This is
6:38:31also why organic YouTube works so well.
6:38:34This is why it works is because most of
6:38:36the times people get educated and you
6:38:40filter out people who are un like who
6:38:42aren't ready, who don't want this bad
6:38:44enough before they hit your sales
6:38:47process.
6:38:50Think about Russell Brunson with
6:38:52ClickFunnels.
6:38:53So instead of trying to push
6:38:54Clickfunnels on everyone, what he did is
6:38:56he wrote a book explaining funnels and
6:39:00how they can help your business.
6:39:02And that book filtered out people who
6:39:04weren't like if people bought the book
6:39:06for 20 bucks and they read it, they
6:39:07weren't serious. They didn't move on to
6:39:08ClickFunnels. But the people who were
6:39:11educated, who went through the whole
6:39:12book and they were now ready to make
6:39:14money using the funnel software, they
6:39:17receive the funnel software.
6:39:19So he if he made everyone pay $100 a
6:39:21month who doesn't have a business, who
6:39:23doesn't know about funnels, who doesn't
6:39:24know any marketing,
6:39:27they might call it a scam or say it's
6:39:29not worth it. But if he if he teaches
6:39:32funnels, if he teaches marketing, if he
6:39:34teaches entrepreneurship concepts, and
6:39:37then he sells on ClickFunnels, it's now
6:39:39extremely valuable. Clickfunnels has
6:39:41gotten thousands of dollars out of me
6:39:43over the past two years because they're
6:39:45helping me make a lot more because I
6:39:47read his book. So crazy concepts. All
6:39:51right, I'm going to get some water, then
6:39:53we'll continue on with with pain
6:39:54buckets. We'll get into the real meat of
6:39:56this module. All right, moving on to
6:39:58pain buckets. So, as we discussed in the
6:40:02previous module, you know, our job as
6:40:04copyriters is to create pain and then
6:40:07blame that pain on a specific problem
6:40:10that your product and solution solves.
6:40:13And so once again, if someone's having
6:40:15foot pain and the doctor says, "Oh,
6:40:18that's because you need an ankle brace."
6:40:23They blame that pain on a problem and
6:40:25now guess what? You want to go shopping
6:40:26for ankle braces.
6:40:29Or the doctor could have said, "Hey,
6:40:32that pain is because you're not
6:40:34stretching your your hamstring and you
6:40:37need you need to roll out your
6:40:39hamstrings." So then what do you do? you
6:40:40search for a foam roller. So the same
6:40:44pain can create different desires um to
6:40:48solve the different problems. And so
6:40:50what you have to do is you have to
6:40:52attach the pain to the problem that your
6:40:55product and service solves. So we'll go
6:40:57over this in a second.
6:40:59[Music]
6:41:01And the more pain that you associate
6:41:03with that problem, the more pressure you
6:41:05feel to take action to solve that
6:41:07problem. So here's a cool little
6:41:08diagram. You create pain.
6:41:12You attach that pain to a problem. So
6:41:14you fill up the problem bucket. And now
6:41:17they have a desire to solve that problem
6:41:19because they blame that pain on the
6:41:21problem. The problem is housing all that
6:41:24pain. So examples from my life
6:41:29in middle school. I couldn't get girls.
6:41:32So the core desire there, right? Sexual
6:41:34companionship, love, belonging. I
6:41:37couldn't get girls and I thought the
6:41:38problem was because I had acne. So that
6:41:40pain created by not having a girlfriend,
6:41:43I attached it to having acne. That was
6:41:45the problem. And so as the pain grew, I
6:41:49became more willing to do anything to
6:41:51get rid of my acne. So I would buy all
6:41:54these special like facial washes. I
6:41:56would buy this expensive like medicine
6:41:58cream. I would take these pills. I would
6:42:01do whatever it takes to get rid of the
6:42:02acne. So I spent a lot of money trying
6:42:04to solve that problem.
6:42:06But if I thought that I was ugly because
6:42:09of my hair, I would have spent money on
6:42:13a haircut and hair gel and hair
6:42:15supplements instead of the acne stuff.
6:42:17And so the same pain caused
6:42:21me to buy um could cause you to buy
6:42:23completely different things. So
6:42:27sorry guys, yelling for two hours like
6:42:29makes your voice just dead. I'll try to
6:42:32tone it down.
6:42:34Um, in ninth grade I wanted so badly to
6:42:37join a famous trickshotting team like
6:42:39Faze or Soar or Dare or Bay etc. And
6:42:44this is because of status, respect,
6:42:46belonging. So when I was in middle
6:42:48school, the coolest thing you could do
6:42:49was be in a trickshotting team. Everyone
6:42:51played Call of Duty. Your status was
6:42:54associated with like how good of a team
6:42:56you were in. And so I wanted that status
6:43:00by joining the team. And so to join
6:43:02those teams, I need to do what? I had to
6:43:04hit insane clips in Black Ops 2 in the
6:43:07game. So as the pain grew of wanting to
6:43:10join a team to get status, I started
6:43:12buying anything I could to help solve
6:43:14the problem. So I bought a brand new
6:43:16Scuf controller. I bought control
6:43:18freaks, which is like the little like
6:43:20stick extenders that go on the thumb
6:43:21sticks. I bought a better Xbox that had
6:43:24less lag.
6:43:26I did whatever it took to hit clips. So
6:43:29because I attached the pain of not being
6:43:32in like a team and I had to hit clips to
6:43:34get in the team, I had the desire to
6:43:37solve that problem. I spent money on it.
6:43:39Two years ago, I wanted more than ever
6:43:41to make money online. The core desire
6:43:43being freedom, status, purpose,
6:43:46fulfillment.
6:43:47But every business I started failed. And
6:43:50so I was looking for anything to change
6:43:52that. I was looking for a problem to
6:43:54blame that pain on. I started to notice
6:43:56people talking about copyrightiting. As
6:43:58I watched more videos and learned more
6:44:00about copyrightiting, I realized
6:44:02basically like I sold myself
6:44:06on how important copyrightiting was to
6:44:08every aspect of business. I started to
6:44:11blame all the pain of failed businesses
6:44:14on just not knowing copyrightiting.
6:44:17So the more broke I was, the more the
6:44:19more times my business failed, the more
6:44:20I felt like I got to learn
6:44:22copyrightiting. And so as the pain grew,
6:44:24I did whatever it took to learn this
6:44:26skill. I bought courses. I wrote read
6:44:28books. I practice writing daily for
6:44:30hours. I studied videos for hours.
6:44:33And the rest is history.
6:44:37So thankfully I came across this problem
6:44:39because man it is very very important.
6:44:42But for every problem that you've tried
6:44:43to solve in your life, at some point
6:44:47you blamed the deep pain that you feel
6:44:50on that problem which led you trying to
6:44:52solve it. I want you to think about
6:44:55anything in your life. Literally any
6:44:57problem you've ever tried to solve.
6:44:59Think about what led you to put your
6:45:02pain on that problem. Think about it.
6:45:05Some of them are obvious. Some are less
6:45:07obvious. So the acne one is pretty
6:45:10obvious. you look at your face and
6:45:11you're like, "Wow, I don't like how I I
6:45:13don't like how that looks, so other
6:45:14people must not like me because of how
6:45:16it looks." Pretty simple like logical
6:45:19problem chain there. But other stuff can
6:45:21be more complicated. Um
6:45:26like why you buy
6:45:31like why I bought this expensive
6:45:33microphone
6:45:34like it gets deep. So, I want freedom,
6:45:37status, and fulfillment,
6:45:39and purpose. To do that, I need to make
6:45:40videos and learn how to teach. But in
6:45:42order for people to actually stick
6:45:44around for my videos, I need to have
6:45:46clean audio because that increases the
6:45:48watch time because it's easier on their
6:45:49ears. Like, it can get deeper and
6:45:51deeper. So, but think about every single
6:45:55time you've ever bought something, this
6:45:57has happened. You felt pain, you saw a
6:46:01problem, you bought something to solve
6:46:03the problem. Once again, the value value
6:46:07creation, right? Pain, problem,
6:46:08solution. Did it work? Value created.
6:46:12So,
6:46:14um, going back to our thing here,
6:46:19your job as a copyriter is to attach as
6:46:22much pain as possible to the specific
6:46:24problem or mechanism that your product
6:46:26or solution solves.
6:46:29So, if I sell a speaking course, I would
6:46:32show my audience how every pain in their
6:46:34life is because they don't know how to
6:46:36speak. Can't get girls. If you knew how
6:46:40to speak, you could. Can't get views. If
6:46:43you knew how to speak, you could. Can't
6:46:45get a job. If you knew how to speak, you
6:46:47could. Don't have friends. People always
6:46:49interrupting you. If you knew how to
6:46:50speak, you this wouldn't happen. So
6:46:55notice how I'm not telling them to, oh,
6:46:57you can't get girls, buy my speaking
6:46:58course. I'm saying if you can't get
6:47:00girls, learn speaking.
6:47:03There's no price tag attached to the
6:47:04mechanism. And so they want to believe
6:47:06it. And it makes sense.
6:47:09Then they think, well, how do I learn
6:47:11speaking? And that's when you tell them
6:47:12about the course. It has to go in this
6:47:14order. Pain, problem, solution.
6:47:17Sorry, guys, my voice is cooked, man.
6:47:20Uh, you can't leave likes on this on
6:47:23these modules, but if you could leave a
6:47:24like, leave a like for my voice. Rest in
6:47:26peace.
6:47:29All right.
6:47:31Now, it's important to notice that the
6:47:33exact same pain points could be blamed
6:47:37on a completely different problem. This
6:47:40is why copywriting is essential. You
6:47:42have to know this skill because your
6:47:45product is not just competing against
6:47:47your your niche competitors.
6:47:49your products and service is competing
6:47:51against every other possible solution to
6:47:54the same pain points.
6:47:58So if someone feels unattractive,
6:48:03your weight loss program isn't just
6:48:05competing with other weight loss
6:48:06programs, it's competing with hair and
6:48:09makeup and clothes. And you've got to
6:48:11show them why the only answer, the only
6:48:15real problem in their life to being
6:48:16unattractive is their physique. You got
6:48:19to show them how the clothes won't
6:48:21change because they can see like people
6:48:23can see how your clothes fit on you. So,
6:48:25the physique is the issue.
6:48:27You see what I'm saying? You don't you
6:48:28can't just show why you have the best
6:48:30clothing. You have to show why clothing
6:48:33or I mean uh the best fitness program.
6:48:35You have to show why the fitness program
6:48:37is the answer to the core desire. This
6:48:39is why it's so important.
6:48:43So important.
6:48:45This is why people like Iman who
6:48:47understand this to a very very deep
6:48:49level that he doesn't show on YouTube
6:48:51are the ones making hundreds of millions
6:48:52of dollars is because they're not just
6:48:54competing against other online courses.
6:48:57He's helping his audience realize that
6:49:00everything they want in their life is
6:49:02tied to them buying his course.
6:49:05That's the secret.
6:49:08So
6:49:10you must show them why the problem you
6:49:12solve is the true source of their pain,
6:49:15nothing else.
6:49:17So another example is if I sold fitness
6:49:19coaching, I'd show my audience how every
6:49:21pain in their life is because they don't
6:49:23have a attractive physique. Notice the
6:49:25same pain point. Can't get girls, can't
6:49:27get views, can't get a job. If you had a
6:49:29strong, attractive body, you could.
6:49:32Don't have friends. If you had
6:49:33attractive body, you would. You'd be
6:49:34more confident.
6:49:37So notice how same pain points but
6:49:40different problem which leads to selling
6:49:42a different solution. It's crazy. It's
6:49:44crazy. And as discussed in the last
6:49:47module, when the pain of doing nothing
6:49:49becomes unbearable, people do something.
6:49:51They take action. They tip the bucket.
6:49:54So if you create more and more and more
6:49:56pain and you attach it to the same
6:49:58problem, it it it begins to fill up this
6:50:01bucket and they have no choice but to do
6:50:03something. They want to empty the
6:50:04bucket. They want to buy a solution.
6:50:06They want to buy your course. They want
6:50:07to buy your your product, your whatever
6:50:09it is, your service. When the pain when
6:50:12the pain attached to that specific
6:50:14problem gets unbearable, they have to
6:50:16try to solve it.
6:50:18Crazy. Crazy.
6:50:20Let's grab some water.
6:50:26Unique mechanisms. Things are about to
6:50:28get fun. A unique mechanism is a
6:50:32specific intriguing name for the problem
6:50:35that your solution solves. So by using
6:50:38effective unique mechanisms in your
6:50:40marketing, it creates curiosity,
6:50:42intrigue. It creates new and only
6:50:44emotion. So if they've never heard it
6:50:46before, it sounds new. If they only
6:50:48heard it from you, they can only get the
6:50:50solution from you. If it's also going to
6:50:53create a big FOMO emotion. So, by having
6:50:56something that's unique, it's curious,
6:50:58it's intriguing, it has like some energy
6:51:00to it, it creates kind of FOMO to to get
6:51:03in on it, to figure out what's going on.
6:51:06The problem is most people do these
6:51:07wrong. I'll show you example in a
6:51:09second, but effective unique mechanisms
6:51:11are specific. They're unique to you.
6:51:15They're casual, and they're simple. So,
6:51:18it's this beautiful elegance of it. It's
6:51:20curious,
6:51:22but it's also familiar. It's new, but
6:51:24also familiar. This is a big like thing
6:51:27in in the world of products and
6:51:29aesthetics is like the new the new and
6:51:31familiar balance. If you have something
6:51:33new, you got to make it feel familiar.
6:51:35If you have something familiar, you got
6:51:36to make it feel new. The balance is what
6:51:38makes people intriguing. They want to
6:51:40they want to they like that stuff. Um,
6:51:45yeah. And so it needs to sound specific
6:51:47and unique, but also be casual and
6:51:49simple enough where they understand it
6:51:51and just make sense logic logically.
6:51:54And whenever you do this wrong, it comes
6:51:56across as salesy and inauthentic. You
6:51:58sound like a snake oil salesman. So
6:52:00here's a personal example. One of the
6:52:02mechanisms that I use, a unique
6:52:04mechanism to me is high value outreach.
6:52:08Before I popped on the scene on YouTube,
6:52:09I didn't know anyone using this word. No
6:52:12one. I created it.
6:52:14Now, are there other people who do high
6:52:16value outreach in the real world? Like,
6:52:18yeah, but they're not selling the
6:52:20concept. They're not teaching it.
6:52:21They're not they haven't coined the
6:52:23name.
6:52:24And so, by doing that, it sounds what
6:52:27specific. It's unique, but it's also
6:52:29simple. You understand kind of what it
6:52:31means immediately, but you you don't
6:52:33know how to do it. It creates intrigue
6:52:35versus if I would have named it KJ's
6:52:37four-step magic bullet outreach trick.
6:52:42This is the problem with a lot of
6:52:43people's offers is their unique
6:52:44mechanisms and their process sounds like
6:52:46this.
6:52:47KJ's fourstep magic bullet out trick. It
6:52:50sounds like it sounds like you're at a
6:52:52children's magic show or something or I
6:52:55don't even know. You know what I'm
6:52:55saying? It doesn't It sounds sy. It
6:52:57sounds weird. It doesn't sound really
6:52:59intriguing at all. It sounds like you're
6:53:01using like just corny curiosity.
6:53:06Now warning is these variables how
6:53:11specific, how unique, how casual, how
6:53:13simple,
6:53:15those are not universal. It's determined
6:53:17on the specific conditions. And so what
6:53:20sounds unique to one audience could
6:53:22sound boring to another one. What sounds
6:53:25simple to one audience might be too
6:53:27complex to another one. Also, audiences
6:53:31and markets evolve and become more aware
6:53:33over time. I'm going have to start
6:53:35talking really quiet to make it through
6:53:36this. I'm going to I'm going to have to
6:53:37whisper, but always keep the specific
6:53:40conditions of your audience in mind.
6:53:43Always. Let's go over some examples of
6:53:45successful unique mechanisms. Kino Body,
6:53:49very famous example from like the 2010s
6:53:53is intermittent fasting.
6:53:55No one was talking about intermittent
6:53:57fasting when he was talking about it. It
6:53:59was a very esoteric niche thing, but he
6:54:01brought it to the forefront and he sold
6:54:03his weight loss programs that were based
6:54:06around this idea of intermittent fasting
6:54:08and how it burns fat while you gain
6:54:10muscle and you curb hunger, all these
6:54:12benefits.
6:54:14Iman used SMMA to sell the agency model.
6:54:19So, obviously, this one is like for
6:54:21people like us, for our specific
6:54:22conditions, this is overused. SMA
6:54:24agencies like it doesn't sound new. It's
6:54:26not unique. It's not specific.
6:54:27Everyone's talking about it, but back
6:54:30then SMMA was just it was Iman. He was
6:54:34the only person really selling it and
6:54:36teaching it.
6:54:38P90X in the early 2000s. I did P90X as a
6:54:41kid. They sold muscle confusion as a
6:54:44unique mechanism. And so they explained
6:54:46how in order to keep your muscles
6:54:47growing continuously, you had to confuse
6:54:49them and always do new stuff so that
6:54:51they grow. It sounds pretty like it
6:54:54sounds unique. is interesting, specific
6:54:56and it sold millions
6:54:59bulletproof coffee.
6:55:01They made MCT oil or brain octane oil
6:55:04famous to sell their coffee. So they
6:55:07created this recipe of coffee that
6:55:09includes this special brain oil
6:55:13and that sold their coffee more.
6:55:16Clickfunnels Russell Brunson coined the
6:55:19idea of funnels to explain it's this
6:55:22one's beautiful, right? It's so simple.
6:55:24It makes sense. It doesn't even sound
6:55:25like a unique mechanism. It just sounds
6:55:27like a word that people get. But by
6:55:30using funnels to explain websites and
6:55:33making money through websites,
6:55:36it was a brand new opportunity. And so
6:55:38people paid a lot of money for his
6:55:40funnel builder, which is essentially
6:55:42just a pretty crappy website builder
6:55:43with less features. But because it was
6:55:46angled around the funnel concept and it
6:55:48focused on making money, it it made this
6:55:50it made him rich.
6:55:52Another one, a really good example is
6:55:55true classic TE's. And so you might
6:55:57think, well, KJ, how do you use unique
6:55:59mechanisms
6:56:01when you're selling a crazy
6:56:03oversaturated product like like a
6:56:05t-shirt?
6:56:08This is mastery. This is mastery, guys.
6:56:11These guys figured out how to make
6:56:12millions selling plain white t-shirts.
6:56:15Can you think of anything more saturated
6:56:18and more like commodity than that? But
6:56:23they did it. Why?
6:56:25Simple unique mechanisms by using muscle
6:56:29fit shirts. So basically shirts that
6:56:31focus on the fit, not the style.
6:56:36Shirts that are tight around the chest
6:56:38and arms, loose around the waist to sell
6:56:40their t-shirts. And you can check out
6:56:42this incredible advertisement which is
6:56:43so good. It's so simple where they just
6:56:46literally focus on the the unique
6:56:48mechanism. That's it. They don't really
6:56:50talk about their t-shirts. They just
6:56:51say, "Look,
6:56:53there's a guy who's sad because he looks
6:56:55out of shape and they say, "Dude, it's
6:56:56not you. It's the t-shirt." Using a
6:56:58t-shirt that fits you tied up here and
6:57:00looser on the waist. And then he's like,
6:57:02"Oh, now I look great." It's so simple,
6:57:04but it made millions. This is the
6:57:08mastery of unique mechanisms. So once
6:57:10again,
6:57:12it all depends on specific conditions
6:57:14which can change over a long enough
6:57:16time. So back in 2020, selling SMA,
6:57:19selling drop shipping was unique. It was
6:57:21shiny. It was exciting. But now in 2025,
6:57:24those same unique mechanisms are no
6:57:26longer unique. They're falling flat. So
6:57:29people are using new mechanisms to sell
6:57:30the same model. So growth operating,
6:57:32IPGA,
6:57:34etc. I don't want to break it to you,
6:57:36but they're just agencies. It's the same
6:57:38agency model.
6:57:40but they work more. Why? Because once
6:57:43again, it's all about belief. If you
6:57:46believe you can make growth operating
6:57:47work, but you don't believe you can make
6:57:49SMA work, you're right. This will work
6:57:53for you. It is more valuable. And so,
6:57:55this is why unique mechanisms are so
6:57:56important to creating value is like you
6:57:58got to create hope and inspiration.
6:58:01Um,
6:58:03and I I don't want you to fall in the
6:58:04trap of thinking it has to be some crazy
6:58:07complex scientific sounding thing. It
6:58:09doesn't. It could just be a logical
6:58:11angle that sounds unique and exciting.
6:58:14The true classic TE's muscle fit shirts.
6:58:18So simple.
6:58:21Now,
6:58:22I just want to say learning to create
6:58:24these takes a lot of practice. It takes
6:58:26iteration. It takes taste.
6:58:31Creating compelling unique mechanisms
6:58:33could be one of the biggest levers that
6:58:35you pull in your marketing.
6:58:38Like think about it. One perfect unique
6:58:42mechanism created millions of dollars,
6:58:44maybe even like hundreds of millions, I
6:58:46don't know, tens of millions of dollars
6:58:47at least by selling white t-shirts. Now,
6:58:50obviously there's a lot of work going
6:58:52around it, but like it's the core of of
6:58:54your sales message is the unique
6:58:55mechanism.
6:58:58So, we'll go over examples, but just
6:59:01know that it takes time. Keep
6:59:02practicing, keep learning. Do not get
6:59:04discouraged. You should not be able to
6:59:05watch this module and go print the best
6:59:08unique mechanisms. It's going to take
6:59:09time.
6:59:11But now that you're aware of it, now
6:59:12that you know how it works, you can
6:59:14start to see it and learn it. And then
6:59:16then you can go get good at it and make
6:59:18money. So, now
6:59:21sub mechanisms. This is where um things
6:59:24get even spicier.
6:59:27So submechanisms are unique mechanisms
6:59:30within your main mechanism that solve
6:59:33the micro problems involved in the
6:59:35process of getting their desired result.
6:59:39Now that sounds a little bit
6:59:40complicated, but I promise it'll make a
6:59:41lot of sense in a second. But the reason
6:59:44we come up with sub mechanisms is to
6:59:47destroy limiting beliefs that your
6:59:49audience has around the problem
6:59:52opportunity mechanism that you're
6:59:53selling.
6:59:55So, for example, um
6:59:59if you're going to sell the mechanism of
7:00:01intermittent fasting
7:00:03immediately, what are the false beliefs
7:00:05that come up? What is every reason why
7:00:07you wouldn't want to do intermittent
7:00:08fasting? You'd be like, "Oh, well,
7:00:10I'm hungry or I couldn't eat too much
7:00:13during the actual window or um my blood
7:00:17sugar would drop too low." Like, all
7:00:19those things. And so now you got to come
7:00:21up with other sub mechanisms to address
7:00:24those false beliefs. Um and we'll talk
7:00:27about this a little bit. This is not a
7:00:28me a necessary thing but it could be
7:00:31extremely extremely powerful. Let me
7:00:34give you an example.
7:00:35So when I was selling copyrightiting as
7:00:38the unique mechanism. So like when I was
7:00:40targeting like an unaware audience and
7:00:42making them aware of copyrightiting
7:00:45um one of the biggest fears and problems
7:00:48around copyrightiting is doing outreach.
7:00:51So what did I do? I created the sub
7:00:53mechanism
7:00:55highv value outreach to give hope and
7:00:57explain how you can get clients easily
7:01:00through the systems in copy elite. And
7:01:03now that we have so many client
7:01:05competitions and I place people with
7:01:07clients and their job board is there
7:01:08like most people who sign clients aren't
7:01:11even doing outreach, we've kind of like
7:01:13completely eradicated that problem as
7:01:15long as you get good at the skill. And
7:01:16so soon I'm going to have a new
7:01:18mechanism called like you know arbitrage
7:01:22like whatever placement you know client
7:01:24placement or some kind of new unique
7:01:26mechanism. I got to think about it to
7:01:28explain how you don't even have to do
7:01:30outreach if you get good enough. we'll
7:01:32just place you with the network of
7:01:34people that we have who need copywriters
7:01:36because there's a massive need.
7:01:39A lot of people think that copywriting
7:01:40is saturated because like, oh, no one
7:01:42can get a client. It's not because the
7:01:45need isn't there. The need is growing
7:01:46exponentially. People keep asking for
7:01:48clients. And we had one guy who ran a
7:01:50client competition last week and he
7:01:52hired four riders at one time.
7:01:55I mean, what the heck? Like, people need
7:01:58good writers. The problem is they don't
7:02:00need bad writers and everyone's bad. No
7:02:02one knows this stuff and so they're not
7:02:03good and uh no one no one pays them. So
7:02:07yeah, pretty crazy.
7:02:09Uh so by creating highv value outreach,
7:02:13what I did was I gave hope to people and
7:02:15now they thought, "Oh wow, I can I can
7:02:18actually win with copyrighting now
7:02:20because outreach is covered. I have high
7:02:23value outreach." It also explains
7:02:28why their past attempts to do
7:02:31copyrighting didn't work. So the
7:02:33mechanism inherently like whenever you
7:02:34hear high value uh highv value outreach
7:02:38you immediately think well frick I've
7:02:41been doing a lot of low lowv value
7:02:43outreach that's why I don't have clients
7:02:45but if I start doing high value outreach
7:02:46I can get clients versus if you didn't
7:02:49have a mechanism and you just said oh
7:02:50we'll help you get clients they think
7:02:52that you're probably going to give them
7:02:55the same thing everybody else has given
7:02:56them the same stuff they've already
7:02:57tried that doesn't work and so they
7:02:59don't believe your solution or your your
7:03:01problem will be solved and they don't
7:03:03buy your solution.
7:03:05So these sub mechanisms are so so
7:03:08powerful and if you really think about
7:03:10it every single mechanism is a sub
7:03:13mechanism like it's not like
7:03:16same thing with problems like you have
7:03:18like the big problem like it stems from
7:03:19the core desire then every problem could
7:03:21be a micro problem or a macro problem.
7:03:24So like if your main mechanism is
7:03:27copywriting, copyrightiting could be a
7:03:29sub mechanism of like um business
7:03:32fundamentals
7:03:34or like essential skills. Copyright can
7:03:36be a sub mechanism of that and then high
7:03:38value should be a sub mechanism of
7:03:39copyright like sub mechanism just refers
7:03:43to the mechanisms underneath what you've
7:03:46chosen to be your main mechanisms. So,
7:03:49um, also I used long- form copy as a sub
7:03:53mechanism to how to make big money and
7:03:55get paid a lot for copyrightiting
7:03:57because at the time everyone was selling
7:03:59emails
7:04:00and I didn't make 10K a month doing
7:04:02emails. I did some emails as part of my
7:04:04revenue, but a lot of my revenue came
7:04:06from sales pages. And so, I just simply
7:04:08educated people and told them, "Dude,
7:04:10you can write long form copy and make
7:04:12money, too. In fact, you might can make
7:04:14even more." And that gave people hope.
7:04:16They're like, "Oh, yeah. I've been
7:04:18writing emails. That's why I'm not
7:04:19making money." And they now have hope in
7:04:21copyrightiting. Again, super super
7:04:24powerful. Another example, um, when I
7:04:28was selling SMMA as his unique
7:04:30mechanisms, one of the biggest false
7:04:32beliefs around any agency offer is
7:04:34fulfillment. How do I actually provide
7:04:36these ads and these clients I'm
7:04:38promising? So he created the sub
7:04:40mechanism called the arbitrage economy
7:04:44to explain how fulfillment is easy
7:04:47because you don't have to do it. You
7:04:49don't have to learn the skills. You just
7:04:50hire someone overseas who's willing to
7:04:53do it for a super cheap price and you
7:04:55pocket the difference.
7:04:57Then he explains it logically. It's the
7:04:59same thing Airbnb does. It's the same
7:05:00thing uh I don't even know Uber and like
7:05:03Walmart and all them like they create
7:05:06the arbitrage. they create the
7:05:07marketplace and that's what you do and
7:05:09you get paid the same. So it's cool. You
7:05:12basically you address their false
7:05:13beliefs underneath the big um mechanism.
7:05:17So to to create this it's actually very
7:05:19simple but it takes a long time to to
7:05:21master.
7:05:22The first step is break down the result
7:05:26that your mechanism gets into a simple
7:05:28three to fivestep process. So through
7:05:31learning copyrightiting what are you
7:05:32trying to do? You're trying to make
7:05:34money online. That's the whole point.
7:05:35It's the reason you're learning
7:05:36copyrightiting. And so, how does
7:05:38copyrightiting help you do that? Well,
7:05:40what are the steps? First, you get good
7:05:42at the skill. Then, you get clients. And
7:05:44then, you get paid when you do good
7:05:46work.
7:05:47Pretty simple. Get good, get clients,
7:05:49get paid. Now, is that hard to do? Yes.
7:05:54But you want to break it down into a
7:05:55simple three-step process where it's
7:05:56simple to understand. It sounds easy.
7:06:00And then all you do is you make sure
7:06:02that each step is targeted to break a
7:06:04false belief. And so the what what can
7:06:07help you kind of find these steps is
7:06:10figuring out what the biggest false
7:06:11beliefs are in your audience. And so
7:06:14after working with a lot of people for
7:06:16free and being a copywriter myself, the
7:06:18biggest false beliefs are it takes too
7:06:19long to learn, it's too hard, outreach
7:06:22doesn't work or I have to send too many
7:06:24outreaches and I can't charge a lot of
7:06:26money for the copy that I'm writing. I
7:06:27can't make a ton. And so you use the
7:06:31same rules as applies to a normal
7:06:33mechanism for creating, you know, the
7:06:35sub mechanism because they're
7:06:36essentially all the same thing. So takes
7:06:39too long to learn. I created what?
7:06:41Hyperarning cycle.
7:06:43Outreach doesn't work. Takes too many to
7:06:45send. High value outreach. You get more
7:06:48responses by sending less. Beautiful.
7:06:52Um I can't charge a lot of money for my
7:06:54copy. Oh yeah, it's because you're
7:06:55selling short form copy. Instead, you
7:06:56should be selling long form. It's more
7:06:58valuable. It does more selling.
7:07:01Do you see how in literally three steps,
7:07:03we've now created three sub mechanisms
7:07:06that now make my offer so compelling?
7:07:10And I kind of did this by accident back
7:07:12in the day before I really dug in and
7:07:13understood this. Um, because honestly,
7:07:15like I just did this in my own journey
7:07:18and then just named it something cool. I
7:07:20didn't understand what I was doing. But
7:07:22the more and more I got into marketing
7:07:23and understanding like the marketing as
7:07:25a whole and like the just how the human
7:07:27mind works, I realized how powerful the
7:07:29things that I'd accidentally done were.
7:07:32In all my videos, I teach hyperlinking
7:07:34cycle, high value outreach, long form
7:07:35copy. And people were so sold on that
7:07:38idea that I I revived the whole idea of
7:07:41copyrightiting to them and they bought
7:07:43back in and they were ready and they got
7:07:44results because I gave them a program
7:07:46that actually worked. It's insane. Do
7:07:48you see how powerful this crap is? Like
7:07:50this is nuts. Um I would be screaming
7:07:53right now if I didn't lose my voice 20
7:07:55minutes ago.
7:07:57This stuff is crazy. Now what I want to
7:07:59say is like sub mechanisms are not
7:08:02necess not necessary in every single
7:08:04scenario. Okay? And I like to teach
7:08:06things that apply across every marketing
7:08:08ever, but this is one of those things
7:08:12where you're not always going to use it,
7:08:13but when you do, it is extremely
7:08:15powerful. So this is like a very
7:08:17important tool to have in your in your
7:08:20marketing toolbox. You not you might not
7:08:22always need it but when you do it's
7:08:24great to have very great and so um yeah
7:08:29just think about it. What are the
7:08:30results that I'm trying to give by my
7:08:32like mechanism break that down into a
7:08:34process and create sub mechanisms. So
7:08:37simple so powerful we'll go over
7:08:39examples in a second.
7:08:41All right problem chains. This is where
7:08:45things get exciting. If you weren't
7:08:46hyped yet, you should be now. Everything
7:08:50we just covered is so that we can get to
7:08:52this. So that we can address this big
7:08:54concept that will change your marketing
7:08:56forever.
7:08:58What you have to realize is that we
7:09:00solve big problems by doing what?
7:09:03By breaking them into smaller problems.
7:09:06That's how our brain works. And so you
7:09:09don't just stare at the wall saying,
7:09:10"I'm going to make money. I'm going to
7:09:10make money. I'm going to make money. I'm
7:09:11going to make money." You try to figure
7:09:13out what do I do to make money and you
7:09:15start making a to-do list of smaller
7:09:17problems. So this is why we create
7:09:20processes and to-do list. We break the
7:09:23big problem down into small ones until
7:09:26we can like achieve the small outputs to
7:09:28get the big output. This is also why
7:09:31first principles is so freaking
7:09:34important and why I teach it in
7:09:35everything I do. There's a reason that
7:09:37this course has been eight hours of like
7:09:41concepts and not necessarily just
7:09:43templates and frameworks. Yes, we've
7:09:44given some of those, but like if you
7:09:47break the big to-do list all the way
7:09:49down, all the way down to as small as
7:09:51you can get it, it comes back to what?
7:09:53First principles, the things that can't
7:09:56be broken down any further.
7:09:58So subconsciously, we form these problem
7:10:01chains in our head,
7:10:04and these act as like the usual
7:10:06subconscious to-do. So even if you're
7:10:08not aware of what your to-do list is,
7:10:12you have one subconsciously. And so in
7:10:15middle school, I didn't have a to-do
7:10:17list for getting a girlfriend,
7:10:20but I had this subconscious idea that
7:10:22like I need to lose weight. I need to
7:10:26get rid of my acne
7:10:28and I need to be friends with cooler
7:10:30people. Like it's I wasn't conscious of
7:10:33it but I did have these ideas
7:10:36and these are what we think will fulfill
7:10:38our core desire our core desires.
7:10:41So,
7:10:42um, our goal as a copyriter, hear me out
7:10:46here, is to prove how your unique
7:10:50mechanism, the specific problem that you
7:10:53solve
7:10:55is the final domino that sets off the
7:10:58chain reaction of that subconscious
7:11:00to-do list and solves the big problem.
7:11:04It resolves the core desire.
7:11:08If you do this right, they will have an
7:11:10overwhelming urge to buy.
7:11:15So if you show them why
7:11:19attractiveness is the problem like
7:11:22looking more proportionate, looking more
7:11:24attractive is the the problem that if
7:11:26they solved their whole life would be
7:11:29changed forever. They could get girls.
7:11:31They would be confident. They would have
7:11:34popular friends. They would be able to
7:11:36make money if everything resolved on
7:11:38attractiveness. And you showed them how
7:11:41the main thing, the main variable that
7:11:43changes how attractive you are in an
7:11:45instant is how well your t-shirt fits.
7:11:50Do you see why you're going to buy true
7:11:51classic TE's now? Like, it's so
7:11:54powerful. This is what you're doing is
7:11:57you're hacking someone's mind. You're
7:11:58understanding why do people do anything
7:12:01and just aligning what they're going to
7:12:04do with what you want them to do.
7:12:06Insane.
7:12:08So, how do we do that? Well, we do that
7:12:10by mapping out and iterating on what I
7:12:12call the problem chain.
7:12:16By mapping out the problem chain,
7:12:19you're going to see how you logically
7:12:21and emotionally lead your audience to
7:12:24the conclusion that they need what you
7:12:27sell. they have to get it. There's no
7:12:29other option. The problem chain starts
7:12:31at the core desire. So what we're doing
7:12:34is we're we're
7:12:36taking everything, every step from like
7:12:39their internal need, the very drivers
7:12:42that cause us to do everything. We're
7:12:44tapping into that and showing them all
7:12:47the way down the chain logically why
7:12:50their why your thing that you sell, the
7:12:52problem you solve is the key to all of
7:12:55it.
7:12:56That's when you unlock insane action. So
7:12:59you start with core desire, the internal
7:13:02problem they're trying to solve, the
7:13:04origin of their pain. So for me, it was,
7:13:08you know, I wanted a sexual
7:13:11companionship. I wanted a relationship.
7:13:13I wanted love. I wanted belonging. I
7:13:15wanted status. The status that came with
7:13:17having a girlfriend in middle school.
7:13:19That's what I wanted.
7:13:21the big problem. This is the obvious big
7:13:25problem that they're currently blaming
7:13:27their pain on. The thing that they think
7:13:30their pain is coming from. So for me, I
7:13:33didn't sit there and think, "Oh man, I
7:13:35just need more love, belonging, status,
7:13:36and and and sexual companionship." That
7:13:39wasn't all I was thinking. No, I was
7:13:40thinking, "I need a girlfriend."
7:13:43So the big problem is the obvious thing
7:13:45that they're currently blaming. You
7:13:47could also see this as like their
7:13:48current awareness level.
7:13:52What what's the big goal? What is the
7:13:54goal? The massive goal.
7:13:57Next, problem fractals. So, this is that
7:14:00subconscious to-do list, whether
7:14:03conscious or subconscious. This is the
7:14:05the to-do list they believe will lead
7:14:08them to achieve that big goal.
7:14:11And so, for me, it was like, you know, I
7:14:14got to be more attractive. I got to be
7:14:16cooler. I got to get rid of acne. I got
7:14:18to start losing some weight. Like those
7:14:21were the fractal of problems that came
7:14:23from the big goal. Getting a girlfriend,
7:14:25what do I do? I got to get jacked. I got
7:14:27to lose my acne. Got to get better hair.
7:14:29Like you start doing this to-do list.
7:14:30That's the problem fractals that fractal
7:14:32out from the big goal. Once again, we'll
7:14:34go over examples.
7:14:37These fractals lead all the way to your
7:14:40unique mechanism. So the problem and
7:14:43opportunity that your products and
7:14:44service solves.
7:14:47So let's say it fractals out and over
7:14:50here you know you want to be more
7:14:51attractive to get a girlfriend and under
7:14:54that you know you want to lose weight
7:14:56you want to get jacked you want to
7:14:59become you know get better hair you want
7:15:01to lose your acne under that you know
7:15:04get better hair you might realize that
7:15:07you know you need um so under the under
7:15:10the get better hair like what what are
7:15:11the problems you could solve on get
7:15:13better hair? Well, you could like make
7:15:16it you could change the color. You could
7:15:18make it you could help it grow out
7:15:20longer. You could get it cut
7:15:22differently, a different style.
7:15:24You could use product, you could use
7:15:26different shampoo to make it shine
7:15:28better. And so depending on what your
7:15:32product does is where you put in that
7:15:33mechanism. And so if you show them how,
7:15:36dude, the reason why your hair isn't
7:15:37attractive
7:15:39isn't because you got it cut wrong. It's
7:15:41because you don't know how to style it
7:15:43every single day when it's been cut. And
7:15:45you need this specific hair gel which
7:15:47uses um
7:15:50you know
7:15:53soft hold compound whatever the unique
7:15:56mechanism is to hold it in place without
7:15:59it looking like a turtle shell
7:16:02and your product just so happens to have
7:16:04that compound in it. It's like that's
7:16:06what I'm saying. This is how you do
7:16:07this. This is how you sell stuff.
7:16:10Then under that unique mechanism if you
7:16:12want you can have the sub mechanisms. So
7:16:14the unique solutions to the micro
7:16:16problems involved in your big mechanism.
7:16:19So these are questions that you can ask
7:16:21yourself to create problem chains. Like
7:16:24I said we'll go over examples in a
7:16:25second but like what are the core
7:16:26desires? See pain and confidence module.
7:16:29What is the obvious external problem
7:16:31that they currently brain they're
7:16:32playing on? Like what is their big goal?
7:16:35What is the unique mechanism that your
7:16:37product and service solves? So before
7:16:39you start the problem chain, you need to
7:16:40know what what are you selling because
7:16:44you're going to work backwards. You have
7:16:45the core desires and you have what you
7:16:46sell and then how do you tie that
7:16:48together? That's the whole plan. Then
7:16:51what is the logical chain of problems
7:16:53that someone would go through their
7:16:56to-do list
7:16:57to go from that external problem the big
7:16:59goal to needing your mechanism.
7:17:03So, as these things fractal out, the
7:17:04problems get more and more granular,
7:17:06more specific until they hit the thing
7:17:08that you sell. And what's cool is like
7:17:12the higher up the problem chain you go,
7:17:14the more you can charge because the more
7:17:16valuable it is because it if you go up
7:17:18the problem chain and you solve that
7:17:20problem, it it includes all the subpros.
7:17:25And so if I was to just sell
7:17:29um like a sales page course, it wouldn't
7:17:32be as valuable as me selling copy lead,
7:17:34which includes outreach systems, sales
7:17:36pages, first principles, thinking,
7:17:38mindset, coaching, community. Like, do
7:17:40you see what I'm saying? I could just
7:17:42sell my my unique mechanism.
7:17:47Oh goodness. My unique mechanism could
7:17:49just be, you know, sales pages. I can
7:17:51sell a sales page course. But because I
7:17:54go up the problem chain because I've
7:17:55solved more problems, I can charge more.
7:17:58So then what are the sub mechanisms
7:18:00under your unique mechanism? And then
7:18:03follow the steps above for that
7:18:04important reminders. Keep it simple.
7:18:08What makes the most logical sense to
7:18:11reach the conclusion?
7:18:14Also, it takes practice. The important
7:18:16part is that you can see why you buy
7:18:19things, why other people buy things, and
7:18:22you can start noticing it everywhere.
7:18:24So, we're going to go over a bunch of
7:18:25examples in a second, but I don't want
7:18:28you to leave this module and then be
7:18:30discouraged because you're instantly not
7:18:32a CMO after having all these
7:18:34breakthroughs.
7:18:36You It's going to take practice for you
7:18:38to use what I'm showing you and become a
7:18:40master at it. It takes time.
7:18:43The more time you spend thinking about
7:18:45problem chains,
7:18:47the more discoveries you will make,
7:18:49the better you'll sell stuff. So my goal
7:18:52here isn't to make you a master in one
7:18:53hour. It's to show you the concept that
7:18:56now that you know, now that you can see,
7:18:58you will become a master in 100 hours,
7:19:01thousand hours, whatever.
7:19:04And if you nail the problem chain,
7:19:05you'll have extreme clarity around your
7:19:07entire marketing effort. your whole
7:19:09funnel will be clear as soon as you nail
7:19:11this chain of problems because you know
7:19:13exactly what you have to prove in every
7:19:14stage of your funnel when you nail this.
7:19:18That being said, there is no perfect
7:19:20problem chain. There is no right answer.
7:19:24There are endless amount of angles and
7:19:26paths that you could take to sell the
7:19:28same thing. The main point here is that
7:19:30you find a path that is compelling
7:19:33to your audience, to their specific
7:19:36conditions.
7:19:37Um, it can be so easy to start
7:19:40overthinking this like crazy. Don't do
7:19:42that. You'll discover. You'll find the
7:19:45best problem chain for your offer over
7:19:47time. It won't be immediate. It will
7:19:48take time.
7:19:50But keep taking action. Keep iterating.
7:19:52Keep trying new problem chains and let
7:19:54your subconscious cook on it. It'll
7:19:56come. It'll come. So, how do we do that?
7:20:02Let's talk about mastering problem
7:20:03chains. Well, like usual, you know, for
7:20:06these concepts to translate into real
7:20:08money, your bank account, which they
7:20:10will over time if you continue to do
7:20:11them and practice them, you need to
7:20:14understand them and apply them. How do
7:20:16we do that? We do that using the high
7:20:18learning cycle. We put this at every
7:20:20module because this is what makes this
7:20:22module come into reality. Otherwise,
7:20:24it's just in your head. You feel good,
7:20:26but it doesn't make you money. This is
7:20:27what turns these things that I'm talking
7:20:29about into money for you. So if you
7:20:31don't do this then the chance of this
7:20:33turning into money for you is is
7:20:34extremely slim. Number one do we talked
7:20:38about you have to start doing first.
7:20:40This is the first step. So I want you to
7:20:42map out the problem chain for something
7:20:46you've bought recently.
7:20:48Get creative. Do this for any single
7:20:50thing you've bought. The more creative
7:20:51you get, the more you'll understand the
7:20:53first principles, which means the better
7:20:55you can go sell whatever it is you
7:20:56normally sell. Don't just stay an info
7:20:59product. Map out a chain for everything.
7:21:01Do this daily. Map out one problem chain
7:21:04a day as you continue to gain
7:21:06understanding of how this stuff works.
7:21:09I do this subconsciously all the time in
7:21:11my head. I'm like, "Oh, how did this,
7:21:13you know, why is this supplement store
7:21:15at this location? Oh, it's right beside
7:21:18the gym. How do they have demand?" Well,
7:21:20people from the gym have supplements.
7:21:21Why do people need supplements? Who's
7:21:23telling them about supplements?
7:21:25Do this daily. Think about it. And you
7:21:27can use the section in the co in the
7:21:29conditions deck. So I've added a section
7:21:31of questions to help you do this every
7:21:33single day. I've also added it to the
7:21:35mural template as well. Number two,
7:21:38learn rewatch this module and the
7:21:40previous ones. Right? So if you're going
7:21:42to learn someone teaching you this, this
7:21:44is what these modules are for. This is
7:21:45the learning material. Three, study
7:21:47these examples. So in a second, we're
7:21:49going to break down problem chains for
7:21:52other offers. So study what other people
7:21:54are doing. like break down their problem
7:21:56chains and then four iterate. So use
7:21:59what you learn from watching and
7:22:01studying to then improve the problem
7:22:03chains you create. So that being said,
7:22:07let's do a cycle together. Let's do it.
7:22:08Let's check out some problem chains. So
7:22:10here we are. This is the problem chain
7:22:12examples template. What I want you to do
7:22:13is I want you to make a copy of this um
7:22:16and you can take this chain and use it
7:22:19as like your template to create other
7:22:21chains. Now couple of disclaimers.
7:22:26This can be infinitely big. Like you can
7:22:28create a problem chain for someone's
7:22:30entire life. It could have like hundreds
7:22:31of these things all tied back to the
7:22:33core desire. But like I said, you just
7:22:35want to keep it simple. I can make this
7:22:38super big for every product you ever
7:22:39sell. And you could really get into like
7:22:41every other thing they could go down and
7:22:43every rabbit hole, but just try to keep
7:22:45it simple. The way we've got it laid out
7:22:48is we start with core desire which goes
7:22:50to the big problem, the big goal, which
7:22:53then goes to the problem fractals. So
7:22:55every single problem, this is like the
7:22:56the to-do list that tries to achieve the
7:22:58big goal. The grade out ones are the
7:23:01path that you didn't take, but they
7:23:04potentially could. So these are the
7:23:06things that I'm talking about where most
7:23:08people don't recognize that this is
7:23:09their competitors.
7:23:11But it is like if the goal is to make
7:23:14more money and I'm over here in the
7:23:16copyrightiting niche, I'm not just
7:23:17competing against copyrighting. I'm
7:23:19competing against drop shipping agency
7:23:20against every other avenue someone could
7:23:22take to make money. And so you want to
7:23:24you want to write those out
7:23:26through the problem fractals. You end up
7:23:28at your unique mechanism. And then under
7:23:30that you have sub mechanisms. So let's
7:23:32just break it down real quick. Um, what
7:23:34I'm going to do is I'm I'm going to
7:23:35break down
7:23:37I'm just break I'm break down a few of
7:23:39these. We'll see how long my my voice
7:23:40can make it. But first example is a
7:23:43product that I sold, right? I want to
7:23:44show you guys a simple example of
7:23:46something that made me, you know, 90K
7:23:48from a low ticket product in the span of
7:23:50like five to six months. Insane. Most of
7:23:52that was made in the first three months.
7:23:55Um,
7:23:56I stopped selling it so I could work so
7:23:58I could focus on copy elite because it
7:23:59was copy elite creates more impact. It
7:24:01changes more lives. So easy easy choice
7:24:04there. But all this to say, I did this
7:24:07exact thing I'm about to show you and
7:24:08made a lot of money very easily with a
7:24:09small following. Like insane. This is
7:24:12how powerful it is. So the core desire
7:24:15you guys had was status, freedom, and
7:24:17purpose. What you wanted is you wanted
7:24:20money to give you that status, to give
7:24:22you financial freedom, location freedom,
7:24:24and to give you you wanted to do what
7:24:26you loved for a living. So purpose.
7:24:29The goal that you ascribe all that pain
7:24:31to is just make money online. This is
7:24:33like the obvious problem. You think all
7:24:36your pain is coming from not making
7:24:38money online. It's really coming from
7:24:39not having this.
7:24:41But the obvious external problem is make
7:24:43money online. So what did I do here? I
7:24:45well how do you make money online? You
7:24:47could learn skills
7:24:49or you could be like you could copy
7:24:51business models. These were the two
7:24:54paths that I kind of showed in my
7:24:57marketing.
7:24:59And so it goes from okay, you want these
7:25:01things. Well, you need to make money
7:25:02online. The best way to make money
7:25:04online is skills. So this you can see me
7:25:07like showing this logical path. Then I
7:25:10went through, okay, there's different
7:25:11skills you can use. We got persuasion,
7:25:13editing, graphic design, etc. There's a
7:25:15bunch, but I just put two on here for
7:25:16per the purpose of this. And I say,
7:25:19well, editing sucked. Graphic design
7:25:21didn't make much money. The best skills
7:25:23come from persuasion. So another little
7:25:26step in the chain. And then I went,
7:25:28well, you know, you can persuade people
7:25:30through doing sales, offline persuasion.
7:25:32You can go in person and talk to people
7:25:34in groups or onetoone,
7:25:36but you don't have scale. You can't
7:25:40persuade hundreds of you can't you can't
7:25:42persuade a million people at once in
7:25:44person. It's too hard. There's not
7:25:47enough like there's not enough scale
7:25:48there. But digital persuasion is
7:25:51different. You can do it from anywhere
7:25:53in the world. You can persuade tons of
7:25:54people at scale. It's easy. And then um
7:25:58inside digital persuasion which is the
7:26:00unique it's honestly just like
7:26:01copyrightiting
7:26:03and copyrightiting copyrightiting is not
7:26:05a unique mechanism to you but
7:26:06copyrightiting is a mechanism. It is a
7:26:09unique mechanism. It used to be unique
7:26:11to you. I'll show you an example of that
7:26:14in a second. Um, and so what I did was I
7:26:16just took the concept that you guys know
7:26:18is copyrighting, which is really just
7:26:19persuasion
7:26:21um, with written word on a screen and I
7:26:24turned it into digital persuasion. So it
7:26:27makes sense, right? It sounds
7:26:28intriguing. You kind of understand what
7:26:30it is, but not really. It had this hope
7:26:33to it. Um, I didn't really understand
7:26:35sub mechanisms, so I don't really have
7:26:37any. Um, I'll show you kind of how I did
7:26:40it, but these are not like clear,
7:26:43unique, tangible sub mechanisms. Um, but
7:26:47I did I did I did do something right by
7:26:49breaking the process down and making it
7:26:51seem easy and clear for them to get the
7:26:53result. So, I kind of accomplished what
7:26:55sub mechanisms do, but I didn't have the
7:26:58intrigue, the FOMO, and the curiosity
7:27:00behind having a good, you know, sub
7:27:03mechanism.
7:27:05So, this is cool and all, but like I
7:27:07want to show you how does this translate
7:27:10to a marketing message. So, what I did
7:27:13was my YouTube videos targeted these up
7:27:16here. So, I targeted what people were
7:27:18aware of and also I targeted like
7:27:22other kind of manifestations of them
7:27:25wanting status, freedom, purpose. So my
7:27:27old videos back then when I was selling
7:27:29DPS was like, you know, copy this
7:27:31strategy that made me 40k a month last
7:27:34month or something like that. So it's
7:27:35all about making money online. That's
7:27:37the current awareness level that I was
7:27:39targeting.
7:27:41From there, I told them about skills and
7:27:43told them if they wanted to learn the
7:27:45most valuable skill, you should check
7:27:46out my sales page. And so now we end up
7:27:49here. What does the sales page do? I'm
7:27:51going to break it down. So how anyone
7:27:54can master the art of digital persuasion
7:27:56to make 550k per month. Here we have the
7:27:58big goal immediately to make money
7:28:02online from anywhere in the world. This
7:28:05also plays into the core desire. So the
7:28:08freedom aspect I'm leaning in on that
7:28:10here.
7:28:11Then we go into the pain part. So I'm
7:28:14building pain by addressing the core
7:28:16desires, right? Why does it seem like
7:28:18everyone's making money online? What is
7:28:21that? status. Status I've tried
7:28:24everything. Nothing is working. Building
7:28:26the pain. What's the real secret the
7:28:28online gurus aren't telling me? I'm
7:28:29throwing rocks at enemies here.
7:28:31This is to bring awareness. It's It's
7:28:33not great. It's not a great I wrote this
7:28:35a year ago, but it's not bad. And a lot
7:28:38of people try to copy it.
7:28:40It does a good job of like bringing
7:28:41awareness to pain that's already there.
7:28:44So, it's just like, oh, remember all
7:28:45that pain you feel? Like, dude, think
7:28:46about it right now. Um, and what do I
7:28:49do? Immediately say, "I'm going to show
7:28:50you how to make money. I'm going show
7:28:51you how to make money." Now, this is
7:28:54where the problem chain gets fun. I
7:28:56trash
7:28:58I I say I immediately say, "Okay, how do
7:29:00you make money online? You got skills
7:29:01and business models." I immediately
7:29:03trash business models.
7:29:05So, now I'm cutting off this strand. So,
7:29:07they don't want to go down here. It's
7:29:09already caused them pain. And then I
7:29:10even trash the sub mechanisms under
7:29:12business models. So, check out how I did
7:29:14this.
7:29:16um agencies, growth operators, buying
7:29:19cheap courses, jumping on the latest
7:29:21marketing trend. Um instead, I said,
7:29:24"Frick all that." So I said, you know, I
7:29:28said, "This doesn't work. I'll show you
7:29:30what works, skills." I immediately say
7:29:34right there,
7:29:37um, I learned the most valuable skill. I
7:29:41talk about how all of these old skills
7:29:42and business models failed and I bring
7:29:45back all the pain. Is this a big scam?
7:29:47What if I make money online? And I
7:29:49immediately attached that pain by saying
7:29:50I discovered a skill. A skill changed it
7:29:53all. So what have I done here in their
7:29:55brain? So what do I did was I you know I
7:29:58got rid of this say okay business models
7:29:59are bad. I trash on these business
7:30:01models and how it brought me pain. I'm
7:30:02building more pain. I tell them that
7:30:04skills is the route you want to take.
7:30:07But then I immediately say that you know
7:30:09I tried editing. I tried graphic design
7:30:10and these skills didn't work. So now
7:30:13you're now like I've built a lot of
7:30:14curiosity and they're like okay what
7:30:17when you burn every other option they're
7:30:19thinking what is the right option? Let's
7:30:21let's see how I did it here. The new
7:30:24skill that made me money. It ties right
7:30:27back. See how it's like so simple. It
7:30:29goes with the problem chain skill money
7:30:31core desire.
7:30:33I talk about um how somebody else was
7:30:36doing this and he had mastered this one
7:30:38skill. The skill was called digital
7:30:39persuasion. And then what I'm doing here
7:30:41is I I'm bashing the business models
7:30:43again.
7:30:45And I showed them how the real skill
7:30:47that I needed was persuasion. So I'm
7:30:50going down the persuasion route. So it's
7:30:52like skills now. Now we're at
7:30:53persuasion. But now I got to show them
7:30:55why offline persuasion sales isn't the
7:30:57option either. We got to cross that off.
7:31:00So
7:31:02um
7:31:04if you use persuasion with the power of
7:31:06the internet,
7:31:08you get more money, less time, less
7:31:10effort from learning one skill, digital
7:31:11persuasion. So instead of spending time,
7:31:13energy, and money in person, they're
7:31:16persuading them online. It all made
7:31:18sense. So here I'm just building insane
7:31:20curiosity around digital persuasion. Do
7:31:24you see how I cut off every other option
7:31:26in this problem chain and it led them
7:31:28straight to here? So now if you just
7:31:30read through this and you believe me,
7:31:32you you took me at my word. You're
7:31:34thinking, "This is it. I've got to learn
7:31:36this. I've got to learn this.
7:31:38Where else can you learn it though?
7:31:40You've never heard this word before. You
7:31:42have to learn this from me. You have to
7:31:44buy this thing or you don't learn
7:31:45digital persuasion because you don't
7:31:47know where else to get it from." That's
7:31:48the power of a unique mechanism. So
7:31:50let's see what I do here. here. I'm just
7:31:53building tons more. I'm like I'm
7:31:55solidifying in their brain that this
7:31:57path is the only path. So it's like
7:31:58digital persuasion skills make money.
7:32:01Digital persuasion skills make money. So
7:32:02I'm showing how dig digital persuasion
7:32:04was what made me all of this money. I'm
7:32:07showing them how other people have made
7:32:08money with this skill. And then what I
7:32:11do is I show them my product digital
7:32:12persuasion school. Notice how it is
7:32:14angled perfectly for exactly what they
7:32:17want. Digital persuasion.
7:32:21It's powerful, guys. Powerful.
7:32:24Um, in the purple, you can see me doing
7:32:26the sub mechanisms. So, like I said, I
7:32:28didn't do a great job with this, but I
7:32:30did do a good job of like breaking down
7:32:32the process and putting it in phases.
7:32:34So, where it seems simple. So, it's like
7:32:36phase one is addressing the biggest
7:32:37false belief, which is learning the
7:32:39skill quickly. Phase two is getting
7:32:42clients. People like, okay, well, I can
7:32:44learn the skill, but I don't know how to
7:32:44get clients. Then phase three is like, I
7:32:46can learn the skill, I can get clients,
7:32:47but I don't know how to provide good
7:32:49copy. So, by showing them all the
7:32:51phases, I'm knocking down the dominoes.
7:32:53And so, now this is what's happening on
7:32:55the problem chain.
7:32:57It's very simple. They're like, "Oh, I I
7:33:00can learn the skill pretty easily. I can
7:33:02do outreach. I He's going to give me a
7:33:04strategy that works. I can get clients.
7:33:06I can write valuable copy. I can do
7:33:08digital persuasion, which means I know
7:33:10persuasion, which means I learned a
7:33:12valuable skill, which means I can make
7:33:13money online. I'm buying this course.
7:33:16That's how this stuff works." Oh, I'm so
7:33:18pissed. My voice is gone or else I would
7:33:20be screaming right now. It's crazy when
7:33:23you actually see it all come together
7:33:25clearly, perfectly. There's no wonder
7:33:27why this sales page made so much money
7:33:29with very little traffic. It's just it's
7:33:31just good. Um, crazy. So, let's look at
7:33:35some other examples. You could do this
7:33:36for coffee so you can kind of see like,
7:33:37okay, I want status, maybe community
7:33:40going to a coffee shop. Um, so what you
7:33:42would do actually is like status and
7:33:44freedom would fall under the make money
7:33:46one. And then you'd have community over
7:33:48here, which would be under like I need
7:33:50to go around people. I'd be around
7:33:51people I like. And that would lead to
7:33:53you going to a coffee shop, which could
7:33:55lead into you getting coffee. So
7:33:57multiple problem chains come together
7:34:00for some different things. But you want
7:34:03to make money. So in order to make
7:34:05money, you know, you have to do work.
7:34:06You got to be productive. To do that,
7:34:07you need energy. You need focus. And so
7:34:09you could, you know, do a good diet, but
7:34:11that's hard. You could do other things
7:34:12which are like have bad side effects.
7:34:15Instead, you decide caffeine. Caffeine
7:34:17is the unique mechanism. It's not unique
7:34:19to us anymore because like you've heard
7:34:21about it all the time, but this is how
7:34:22you landed on coffee.
7:34:25At some point, like when you first were
7:34:26introduced to coffee, this is how you
7:34:28got here. You're super aware of it now,
7:34:30but like back then you weren't. You, you
7:34:32know, went through this. Pretty cool.
7:34:36Um, let's do one more. Let's go over,
7:34:38actually, we'll do two more. This is
7:34:39kind of how two chains can come
7:34:41together. So, shout out to Virgil. He
7:34:44helps me make these modules. Absolute
7:34:45freaking beast of a human being. But I
7:34:48wanted him to kind of do this live. So I
7:34:50was making sure that he was getting it
7:34:52so that you guys will get it. And here's
7:34:54how he decided to go through. He's like
7:34:56I was like, "How did you end up doing
7:34:57calisthenics?" Like you were obsessed
7:34:59with calisthenics. How did you get here?
7:35:01Why did you choose this? Because there's
7:35:02a reason you chose it. Do you know why?
7:35:04And so we built it out. He wanted love.
7:35:06He wanted sexual companionship which
7:35:08manifested into I need a girlfriend. He
7:35:11also wanted status. He wanted to be
7:35:12cool. So this is a completely different
7:35:14like thing here. I want to be cool. I
7:35:17need a girlfriend over here. He wanted
7:35:20to be attractive.
7:35:21Attractiveness leads to, you know,
7:35:22attractive faith. Like you could have a
7:35:24lot of these fractals over here, but we
7:35:25just did this to save time. So he went
7:35:28to I need an attractive body. To do
7:35:29that, I need to gain muscle. So we had a
7:35:32lot of different options. You have
7:35:32powerlifting. You do bodybuilding. You
7:35:34could do all kind of stuff. You could
7:35:35just literally just do steroids and not
7:35:37even work out. So how do you get to
7:35:40calisthenics? Well, we started thinking
7:35:42why what led you to calisthenics instead
7:35:44of these other ones? And he's like, "Oh,
7:35:46well, it was cuz I wanted to be cool." I
7:35:48was like, "Oh, that's different." So, he
7:35:50also wanted status. And so, by also
7:35:52wanting status and, you know, respect by
7:35:54he wanted art. He wanted to be cool. And
7:35:57so, to be cool, he thought, I need to
7:35:59have athletic skill. That makes me cool.
7:36:02As anybody thinks, like that is cool.
7:36:04Athletic skill is cool. It's a reason we
7:36:05watch sports. And so instead of doing
7:36:07all these other things, he decided to do
7:36:09calisthenics because it also builds
7:36:11muscle. And that is how he landed at
7:36:13this unique mechanism at at
7:36:14calisthenics.
7:36:16This is awesome stuff, guys. So cool. So
7:36:19freaking cool. Um, let's do Emans real
7:36:22quick. Right now,
7:36:26disclaimer here. This junk is kind of
7:36:28confusing. I'm gonna trash on a little
7:36:30bit, but like I Who am I to say, bro?
7:36:33He's made freaking a million times more
7:36:35money than I have. But I just want to
7:36:36show you guys kind of how how kind of
7:36:38vague it can get sometimes. So he has
7:36:42this sales page for digital launchpad
7:36:44and this is what it looks like. People
7:36:46want status, freedom, and purpose.
7:36:49Because of that, they want to make money
7:36:50online. Okay. He says, he's like, you
7:36:54can either he's like, okay, you know, a
7:36:57lot of people tried to copy what I did.
7:36:59Sales funnels, drop shipping, I tried
7:37:01them all. no avail
7:37:04until I made this small yet extremely
7:37:06effective change.
7:37:08So this change this first kind of belief
7:37:10in the chain the problem chain he talks
7:37:12about um
7:37:16he says the change you need
7:37:21is you're focusing on
7:37:25you're so what he does he says like
7:37:27you're doing things that keep you at the
7:37:29bottom. So, like he's saying you're not
7:37:32succeeding. This is why it's so
7:37:34confusing, bro. I for most of you, the
7:37:36reason you're not succeeding is not
7:37:38because of what you're not doing, but
7:37:40because of what you are doing.
7:37:42What the freak? Uh, I'd love to know
7:37:44what you guys were thinking on this one.
7:37:46I mean, I did a lot of sales, so maybe
7:37:47I'm just maybe I'm stupid and I'm not
7:37:49seeing it. But like, basically, his
7:37:51argument is like, okay, you could copy
7:37:53other people's success, which doesn't
7:37:54work. People tried to copy me. It
7:37:56doesn't work. So, what's the opposite of
7:37:57doing that? Well, it's to you got to
7:38:00become skilled. The person who creates
7:38:01the things that people are copying. He
7:38:04trashes on agencies and you know YouTube
7:38:05and short form strategies, all this. But
7:38:08he says, wait, this is not supposed to
7:38:10be red. Then he talks about well it's
7:38:13because you're focusing on what you
7:38:14aren't doing and instead he's like you
7:38:17should focus on what you are doing. This
7:38:18is the unique mechanism.
7:38:21I don't know. I mean it it it worked I
7:38:24guess. Um so it's like okay to make
7:38:26money online you got to become skilled.
7:38:27You can't just copy people. You got to
7:38:29forge your own path, but you got to
7:38:32focus on what you are doing instead of
7:38:34not doing. And then he kind of shows how
7:38:36that leads to the sub mechanisms which
7:38:39do make some sort of sense. He like
7:38:42immediately goes into okay I that's why
7:38:44I created digital launchpad is to show
7:38:46you what you are not doing. I I think I
7:38:49don't know. Then he just does some
7:38:51really good copy. Like he just cracks
7:38:53out a ton of copy which talks about how
7:38:56you this program gives you a lot of
7:38:57these juicy things that give you money.
7:39:00So I mean it's it's still kind of
7:39:01simple. It's like this thing will make
7:39:03you money, but the actual problem change
7:39:06is a little bit vague here. Um and then
7:39:09he goes into okay well you got to have a
7:39:11way like you got to have a way that
7:39:13works for you. So here we're going into
7:39:16kind of a whole different part of the
7:39:17sales message where he's saying like
7:39:19instead of having one way, you need
7:39:21multiple ways and that's why he's giving
7:39:22you three programs. And then the sub
7:39:24mechanisms are copyrightiting, organic
7:39:27ecom, and sales. Uh so
7:39:33yeah, that's pretty much it. Kind of
7:39:36confusing, but this is also why lacking
7:39:38relatability model is so important. Uh
7:39:40there's been so many times where my
7:39:42funnel is so bad. Like my funnel is
7:39:44terrible. I'll make a change and I'll
7:39:45like spaz and make some new VSSL and it
7:39:47doesn't even make sense in my marketing
7:39:49message and people still pay me
7:39:51thousands of dollars for this course. Uh
7:39:55why? Because you guys like me and you
7:39:56trust me. That's it. Simple as that.
7:39:59It's like when you have liking and
7:40:00trust, you can tell someone, "Hey, I can
7:40:02make you money." And guess what? They'll
7:40:03buy because they just believe you.
7:40:06Versus if you don't believe someone,
7:40:08they tell you, "Dude, I can make you
7:40:09some money." You're like, "I'm good."
7:40:10Even if they go through all this trouble
7:40:11to sell. So, because, you know, Iman has
7:40:13mastered the art of being a pretty
7:40:15likable person to the people he's
7:40:17targeting. Keep in mind, to the people
7:40:19he's targeting, he can just sell stuff
7:40:22and it can be kind of confusing and it
7:40:24can work. Either that or I'm completely
7:40:26missing something that I'm not getting
7:40:28here. And Luis, if you're the one who
7:40:30wrote this, please reach out to me and
7:40:33tell me how like what what I'm missing
7:40:34because I would love to learn. So,
7:40:36anyways, that's the problem, Shane,
7:40:37guys. Um, man. Okay, cool. So, what I
7:40:40want you to do is like take this layout
7:40:42and start making problem chains for the
7:40:44things you sell and the things you buy.
7:40:46You got to practice this. You're not
7:40:48going to get good at this by just
7:40:49staring at me looking at it. Like, you
7:40:50got to do this for yourself. Um, and you
7:40:54have to look at problem chains that that
7:40:56I've not solved for you. It's like doing
7:40:58math equations. If all you do is watch
7:41:00someone solve them, you're like, "Dude,
7:41:01I can totally do it." And then you go to
7:41:03solve it and you're like, "Oh, freak. I
7:41:05don't even know where to start." You got
7:41:07to start practicing. It takes time.
7:41:10Um,
7:41:11like I said, it takes practice, but once
7:41:13you learn how to create simple and
7:41:15compelling, straightforward problem
7:41:17chains, your marketing will become
7:41:19dangerously effective. I mean, like
7:41:22dangerous
7:41:23problem chains are everything. This is
7:41:25why like I I don't know if anyone's
7:41:27teaching this uh to this extent. So,
7:41:31congrats for being here. But um yeah, so
7:41:35quick reminder if you want me to crank
7:41:37out more modules um and even better ones
7:41:40than this one, let me know because
7:41:42honestly the wins that you guys were
7:41:44sending me from the last couple of
7:41:45course or the last modules that came out
7:41:47gave me the energy to do this one. So
7:41:49you getting this module is part because
7:41:51you're sharing your breakthroughs with
7:41:52me. Now don't lie. If it didn't help
7:41:54you, then don't tell me it helped you.
7:41:55But if it did, share share it in the
7:41:57course wins in the copy lead discord. It
7:42:00just gives me a lot of energy to know
7:42:01that the pain I go through losing the
7:42:03voice and hours of without sleeping
7:42:06trying to figure out these concepts is
7:42:08all worth it because it's helping you.
7:42:10It's changing your life. So, if it is
7:42:12doing that, let me know. And I love
7:42:13y'all and I'll see y'all in the next
7:42:14freaking module.
7:42:19[Music]
7:42:25All right. Welcome to Urgency Scarcity,
7:42:28the sixth module in the copyrightiting
7:42:30101 course. I can't believe we're on
7:42:32module six already. Man, time is flying
7:42:35by, but I'm excited cuz this stuff is
7:42:36powerful. And the sooner I get it to
7:42:38you, the sooner you start using it to
7:42:40make money and change life. So, let's
7:42:41get into it. In this module, we're going
7:42:43to cover the importance of urgency and
7:42:45scarcity to creating action in your
7:42:47audience. Now, I'm hoping this will be a
7:42:49shorter, more straightforward module,
7:42:52but do not
7:42:54think that this is not as important as
7:42:56every single other module in this
7:42:58course. It's extremely important. This
7:43:01is like the cherry on top. This is
7:43:03pulling the trigger. This is taking
7:43:06advantage of everything we've already
7:43:07done leading up to this. So because of
7:43:11that, I highly recommend watching every
7:43:13previous module before watching this
7:43:14module as we'll be building on the
7:43:16concepts that we learned there. So if
7:43:18you don't understand those, it'll be
7:43:19hard to understand urgency scarcity. So
7:43:22without further ado, let us get right
7:43:23into it.
7:43:25Cognitive ease. You see, our brains
7:43:29prefer tasks that feel easy, smooth,
7:43:33familiar, things that are effortless,
7:43:36simple, not complicated.
7:43:40When something feels mentally effortful
7:43:43or complex, your brain subconsciously
7:43:45resists it. We don't like hard stuff.
7:43:49Simple as that. Humans will naturally
7:43:52gravitate towards the path that requires
7:43:55the least cognitive and physical effort,
7:43:58even if it's not the best choice. So if
7:44:01we think something's going to be hard
7:44:03and it's going to take a lot of effort
7:44:04mentally and physically, well, we don't
7:44:06want to do it.
7:44:08Why? Because the brain is a lazy
7:44:12optimizer. It optimizes for laziness. It
7:44:14wants to conserve energy. And that
7:44:17sounds terrible, but it's actually a
7:44:18great thing because it's a biological
7:44:21survival mechanisms, which basically
7:44:23means like
7:44:25if we if everything we did was hard and
7:44:28we didn't seek the easier path out, we
7:44:30wouldn't create technology, we wouldn't
7:44:32solve problems that that make life
7:44:33easier.
7:44:36But we have to take this in mind
7:44:37whenever we're coming to, you know, try
7:44:39to influence or persuade someone. If
7:44:41something feels hard, your brain will do
7:44:44whatever it takes to avoid it.
7:44:46This also applies to making decisions.
7:44:51So an example, making a big decision to
7:44:53invest thousands of dollars into a
7:44:55coaching program where you'll have to do
7:44:58more work if you join. So this is what
7:45:00you guys went through in Copy Elite.
7:45:03You had to make a big decision. Do you
7:45:05invest a lot of your money into a
7:45:08program where you're going to have to do
7:45:10more work for joining?
7:45:13It's a big decision and I can bet most
7:45:16of you procrastinated on it because a
7:45:18lot of people we talked to they're like,
7:45:19"Oh, I need to think about it. I need to
7:45:21take some time." And so for weeks or
7:45:24maybe months, you were like, "Ah, I'm
7:45:25not going to do it." Until the pain of
7:45:27life got so high and the conviction you
7:45:29had in us became so great that you
7:45:31decided to, you know, pull the trigger
7:45:34and to buy the program and to invest.
7:45:36And what's funny is even if there's an
7:45:39action you know will benefit you, if
7:45:41it's hard, your brain will try to avoid
7:45:44it. So a lot of you guys, you knew copy
7:45:46elite was where you wanted to be. You
7:45:48saw all the wins for over a year now,
7:45:50just straight wins. You knew it would
7:45:52help you, but you also knew it wouldn't
7:45:54be easy and so you tried to avoid it.
7:45:58And our brain's favorite tool, its ninja
7:46:00weapon is procrastination.
7:46:03Saying, "I'll do it later." or saying,
7:46:05"I'll decide later." So whether it's
7:46:08school exams, doing outreach, breaking
7:46:11up with your toxic girlfriend who you
7:46:13know you should break up with, or firing
7:46:15people, letting go of people who clearly
7:46:17aren't a good fit for your business.
7:46:20It's tough. It sucks, man. There's it's
7:46:22it's there's no nothing fun about it.
7:46:27And because of that, our brain likes to
7:46:29use procrastination. And here's why
7:46:31procrastination is such a favor
7:46:34favorable option. It's kind of genius
7:46:36low-key like your brain is very smart at
7:46:38avoiding doing crap. So the first thing
7:46:41is you don't have to suffer the pain of
7:46:43doing now. So by not doing the action,
7:46:48you don't face the pain of taking the
7:46:50action. So think about pain and
7:46:52confidence. Why do we take an action?
7:46:53Well, if the pain of action is low,
7:46:55meaning it's easy, and the pain of not
7:46:57taking the action is high, meaning
7:46:59life's going to suck if you don't do it,
7:47:00you're going to take the action.
7:47:03Procrastinating gives your brain a
7:47:05loophole to not not take the action
7:47:08because you're procrastinating. So, you
7:47:10avoid the pain of doing it, but also
7:47:14you trick yourself into thinking you're
7:47:17going to do the action later. So, you
7:47:19still feel the benefit of of taking the
7:47:22action.
7:47:23So, by doing this, you're avoiding some
7:47:25of the pain of inaction, which is crazy.
7:47:28So, let's imagine you've got a school
7:47:30exam coming up and you know you should
7:47:32study, but it's like two weeks down the
7:47:34line and studying sucks. You don't
7:47:36really do anything else. And so, what do
7:47:38you do? You procrastinate. You tell
7:47:40yourself you'll do it later.
7:47:43So,
7:47:44you're not saying you're not going to do
7:47:46it. So, you don't you don't fight the
7:47:48pain of like failing the class. So you
7:47:51you kind of avoid the pain of inaction,
7:47:53but you also avoid the pain of action
7:47:55because you agree to do it later.
7:47:58Uh it's sneaky, man. It's ninja, but our
7:48:01brains will do this. So you basically
7:48:04trick yourself into thinking you get the
7:48:07benefits of doing the action even though
7:48:08you're you've not done the action.
7:48:10You're like, "Oh, I'm going to do it
7:48:11later." It's kind of the same thing of
7:48:14talking about doing stuff all the time
7:48:15instead of actually doing stuff. So,
7:48:17when I first started entrepreneurship,
7:48:18me and my brother were so we're so bad
7:48:20about this. We'd call each other every
7:48:22day and talk about our plans and how
7:48:24we're going to make this money, how
7:48:25we're going to launch this offer and do
7:48:27this thing. And we got the dopamine of
7:48:29of talking about the reward without
7:48:32actually doing anything. It's dangerous.
7:48:34Be careful. There's people who talk
7:48:37about doing stuff and there's people who
7:48:38do stuff. Be the second one. Be the
7:48:41second one. So, that's why
7:48:43procrastinating is such a favorable
7:48:45option for your brain. And this was the
7:48:47downfall of my college business career.
7:48:50Um, part of it was because I inherently
7:48:52knew that everything I was learning was
7:48:54not valuable to me. So, that was a huge
7:48:56part. Don't get me wrong, that was a big
7:48:58part of it. I knew what I was learning I
7:49:00wouldn't ever use. And so, I didn't want
7:49:02to learn it because my brain optimizes
7:49:04for leverage and I knew how low leverage
7:49:06that was. But, story for another day. I
7:49:09would procrastinate my end of term
7:49:11papers until, I'm not kidding, the very
7:49:13last hour possible. I would be walking
7:49:16to the test studying on Quizlet for the
7:49:19first time. Like it was bad. Sometimes I
7:49:22would even ask for an extension on the
7:49:24deadline because I procrastinated
7:49:26through the actual deadline.
7:49:28And it wasn't until I was faced with a
7:49:31with a with a a mandatory time that I
7:49:34had to decide until I had no choice but
7:49:37to write the paper now or fail was the
7:49:41only time I took the action I needed to.
7:49:44I'm gonna say that again because it's
7:49:46very important. Until I had no choice,
7:49:49no choice, procrastinating was no longer
7:49:52an option. I either face the pain of
7:49:54action or face the pain of inaction. I
7:49:56had no choice.
7:49:58That's when I took the action I needed
7:50:00to.
7:50:01That's when I made the decision.
7:50:04And the same will happen in your
7:50:06marketing without the power of urgency
7:50:09and scarcity.
7:50:11And so if you never
7:50:13place them in a situation where they
7:50:15have to decide,
7:50:17they won't decide. They'll
7:50:18procrastinate.
7:50:21Now, ultimately, you're going to get
7:50:22some people who buy, but that's because
7:50:24life has put them in a situation where
7:50:26they their urgency and scarcity is
7:50:28already there. There has to be some sort
7:50:30of urgency and scarcity for someone to
7:50:32take action. There has to be.
7:50:35And so some people will buy because
7:50:37they've already put placed that on
7:50:38themselves.
7:50:40But you should do the ethical job of of
7:50:43giving them good urgency and scarcity to
7:50:45help them take the actions that will
7:50:47benefit their life. So you must present
7:50:50them with a situation where they have to
7:50:53decide now.
7:50:56You must help them face the awareness of
7:50:58their pain. No longer avoiding it.
7:51:04Simple example of this is like a 15% off
7:51:07popup for first-time visitors to give
7:51:09you their email. I messed that up right
7:51:12there. Oops. Give you
7:51:17if you give them their email.
7:51:21Hold on. 15% off popup for first- time
7:51:23visitors if they give they give you
7:51:27their email. There we go. Sorry about
7:51:29that.
7:51:31So, what does this do? you want their
7:51:33email, they want a discount. By forcing
7:51:36them to to literally choose right now,
7:51:38like they don't get another option, it's
7:51:40only for first-time visitors, they're
7:51:42now forced with with a decision. Either
7:51:45they let go of the 15% by holding on to
7:51:47their email or they give you their email
7:51:49and get 15%. There's no other option.
7:51:51They have to do those those one of those
7:51:53two options. You're forcing them to make
7:51:55a decision. Now, I want you guys to to
7:51:58just if you're being distracted, please
7:52:00listen to me. Please listen to me. This
7:52:01is like the most important section of
7:52:02this whole module. You're not forcing
7:52:06someone to buy.
7:52:09You're forcing them to decide.
7:52:11You're helping them make a decision.
7:52:14There's a very big difference. We're
7:52:17okay with yes or no. We're just never
7:52:20okay with maybe. That's what you want
7:52:23because maybe doesn't help anyone.
7:52:26maybe keeps them stuck where they are in
7:52:29life instead of progressing down a path.
7:52:32There's so many ways you can succeed,
7:52:34but the only way that you'll never
7:52:35succeed is if you never do anything. And
7:52:38that's what we don't want. We want a yes
7:52:40or a no, but never a maybe. And that's
7:52:43exactly what we'll cover in this module.
7:52:45How to help people make the tough
7:52:46decisions and take the hard actions that
7:52:49will benefit their life. not take their
7:52:51money, not leave them feeling like they
7:52:53got scammed, but to benefit them.
7:52:57So,
7:52:59psychology of urgency and scarcity at
7:53:03their core, urgency and scarcity both
7:53:05stem from loss aversion, which basically
7:53:08is like a principle saying that humans
7:53:10fear losing something more than they
7:53:12desire gaining it.
7:53:15So, we talked about this before in this
7:53:17course, but
7:53:19um most humans will like walk or if if
7:53:24you tell someone that they they drop $20
7:53:26two miles back, they'll walk to get it.
7:53:29If you if you ask them if they'll walk
7:53:31two miles to get 20 bucks, they won't do
7:53:32it because humans fear losing more than
7:53:36they desire gaining.
7:53:39So when time is running out or
7:53:40availability is disappearing, our brains
7:53:43throw a mini panic party. Rational
7:53:46thinking, logic steps aside, and
7:53:48decisions get made faster, usually
7:53:51emotionally.
7:53:53Urgency is about limited time. So time
7:53:57is running out. The clock is ticking. If
7:53:59I don't do this now, I'll miss out.
7:54:02Scarcity is about a limited
7:54:04availability. So urgency is limited
7:54:07amount of time. Scarcity is limited
7:54:08amount of stuff. So people feel
7:54:11pressured to act because there's not
7:54:13enough to go around. It's a classic
7:54:16example of,
7:54:18you know, imagine there's not enough
7:54:19food to go around. Like someone's going
7:54:22to starve. Well, you're you're acting
7:54:24pretty emotionally like you want you
7:54:27want some of that food. It's scarce. You
7:54:29need to get it. And so the emotion here
7:54:31is if I don't act fast, it'll be gone.
7:54:35So what what I want to do is this is
7:54:37honestly the first principle. Like
7:54:38that's it. If you use this and think
7:54:40creatively, you'll be good. But it's
7:54:42hard to know like how do you use this
7:54:45ethically? So I want to go over go over
7:54:47the typical forms of urgency and
7:54:49scarcity. Reminder,
7:54:52always keep first principles in mind.
7:54:55Make sure you're using the best form for
7:54:57your situation. Or even better, get
7:55:00creative and create your own form for
7:55:02your situation.
7:55:04Don't just copy these blindlessly. Think
7:55:07about what is going to work best in your
7:55:09scenario for your people and your offer
7:55:12and get creative. All right. Forms of
7:55:15urgency. This is limited time left to
7:55:18decide. So time.
7:55:20Starting with number one, rolling
7:55:22cohorts. This is when a a new group
7:55:25starts regularly, but if you miss this
7:55:28round, you have to wait. So you have to
7:55:31decide or face the pain of waiting till
7:55:35the next time. So example would be next
7:55:38cohort starts June 15th, doors close
7:55:40this Friday at midnight. So it forces
7:55:44you to decide or else you're going to
7:55:45miss out on this thing that's leaving.
7:55:47Or kind of like a train like a train's
7:55:49coming into the station and if you don't
7:55:51hop on in that 30 seconds, it's going to
7:55:53leave without you and you've got to wait
7:55:55till the next train. It's the same
7:55:56thing.
7:55:58Next, seasonal urgency. So, very
7:56:02similar, but it's only available during
7:56:04a specific time of the year or tied to a
7:56:07seasonal event. So, our summer launch
7:56:09boot camp only runs once a year. Enroll
7:56:12by July 1st or wait until 2026.
7:56:17So, face the pain of action now or the
7:56:20pain of inaction, meaning waiting for an
7:56:22entire year.
7:56:24Next is pricing urgency. So this one's
7:56:27very very typical in the space, but the
7:56:29price increases after a specific
7:56:31deadline. So join now for 997 price
7:56:36increases to 1500 in the next 48 hours.
7:56:38So forced with a decision to decide now,
7:56:41pain of action or pain of inaction
7:56:44meaning paying more at a later date.
7:56:48Next is exploding opportunity. So a rare
7:56:51time-sensitive external advantage act
7:56:54now or miss out forever.
7:56:57think gold rush. So like something's
7:56:59happening that's external of everyone,
7:57:02but it's an it's an opportunity that if
7:57:03you don't get on now, you could miss out
7:57:06big time. FOMO. So Instagram's algorithm
7:57:10is favoring reals in 2025. Learn how to
7:57:13dominate before the next update rolls
7:57:15out and they become obsolete. So once
7:57:17again, gold rush opportunity.
7:57:22Next bonus urgency. So, enroll before
7:57:25Sunday to get a free one-on-one coaching
7:57:27session, $500 value. So, basically
7:57:29saying like you've got limited time to
7:57:31enroll in order to apply for this bonus.
7:57:35Next, event based urgency. So, tied to a
7:57:39live event, a launch, or webinar.
7:57:43Registration closes when we go live on
7:57:44June 10th, 700 p.m. EST. This is another
7:57:48reason why webinars are so compelling
7:57:51just naturally because it's a live thing
7:57:54and there's urgency baked in. So if you
7:57:57miss it, you miss it. It's over. So
7:57:59event-based urgency is big. Same thing
7:58:02with concerts. Um, you know, it's only
7:58:04happening once. You got to make it
7:58:06there. Next, countdown timers. This is
7:58:09just visual urgency. So have like an
7:58:11actual clock on your page saying this is
7:58:14how much time is left. And every second
7:58:16that ticks down, it's like another pinch
7:58:20on the urgency vein. It's just like
7:58:23every every second that ticks by, you
7:58:25feel this urgency and you start thinking
7:58:27emotionally. You start panicking.
7:58:30Fast action urgency. So bonus or offer
7:58:33only for people who act within the first
7:58:36whatever of seeing the offer. So like if
7:58:39you enroll in the next 15 minutes, you
7:58:40get an exclusive bonus vault. So
7:58:43basically the urgency is now fast action
7:58:46instead of like waiting for the time to
7:58:48run out. Um
7:58:51external deadline urgency. So basically
7:58:54something is happening outside of you
7:58:57and your clients that's
7:59:00like someone else has a deadline. It's
7:59:01external deadline. So Kajjabi trial ends
7:59:04June 1st. We're shutting everything down
7:59:06after that. Um that one's kind of niche.
7:59:09She probably won't use that a lot but
7:59:10good to know. Personal deadline urgency.
7:59:14This is good for use in one-on-one calls
7:59:16or email follow-ups.
7:59:18You can basically tell them on a sales
7:59:20call, um, I can reserve your spot until
7:59:22tomorrow, but after that, I'm going to
7:59:24have to open it back up. It's only fair.
7:59:27So, that's personalized urgency just for
7:59:29that one person you're talking to. U,
7:59:31I've used this a lot in Copy Elite. Back
7:59:33when we had a wait list, I would tell
7:59:36people, "Hey man, like I I'm going to
7:59:37reserve your spot for the next week, but
7:59:39after that, like I'm going to let other
7:59:41people in because we just I can't save
7:59:42it forever."
7:59:45Very, very powerful. Here we have
7:59:47urgency plus emotional leverage and
7:59:49pain. Shout out to Big Verge for this
7:59:50one. This is a great one. Urgency can
7:59:53hit harder when it's paired with an
7:59:55emotional pain or dream outcome. So one
7:59:58way to do this is by using like the top
8:00:00of mountain versus rock bottom duality.
8:00:03So what you're doing is you're basically
8:00:04tying urgency to the pain that life is
8:00:07already forcing them to feel. So a good
8:00:10example was in Iman's remote revolution
8:00:122.0. Top of the mountain was owning your
8:00:15own future, being your own captain. Rock
8:00:18bottom was being owned by others, being
8:00:20enslaved.
8:00:21Urgency with no emotion would just be,
8:00:23hey, enroll before Friday to get $100
8:00:26off. But urgency using emotion would be
8:00:29if you're serious about not being told
8:00:32when to wake up, where to be, or how
8:00:34much you're worth, this is your chance.
8:00:37Enrollment closes Friday. After that,
8:00:39it's back to being owned by someone
8:00:41else's schedule. So, notice how we're
8:00:45not actually offering anything. It's
8:00:46just some urgency with a serious amount
8:00:48of emotion tied to it, which is very,
8:00:51very powerful, especially in like B to
8:00:53C.
8:00:54Cool. That is urgency. Moving on to
8:00:57forms of scarcity, meaning limited
8:00:59amount of stuff. So the first very basic
8:01:01is limited amount of supply. So there's
8:01:04only so many available. Once they're
8:01:05gone, they're gone. This is very, very
8:01:08popular in clothing brands. They do this
8:01:09a lot.
8:01:14So there's only so many available in
8:01:17this drop. And after that drop is gone,
8:01:19they're never being made again. So
8:01:21extreme scarcity. Only 30 hoodies
8:01:24hoodies left. Once they're gone, they're
8:01:25gone. Next, limited supply of bonuses.
8:01:29So, everyone's everyone can still get
8:01:32the main thing, but the bonuses only
8:01:33apply for the fastest movers. So, first
8:01:3610 buyers get access to the VIP
8:01:38mastermind. Three spots left.
8:01:41Next is ne never available again. So,
8:01:44this version of this offer won't ever
8:01:46return, not even on Black Friday. So,
8:01:49nothing is coming back for this offer.
8:01:50This is the last time we're ever going
8:01:52to do this. after this, it's going to be
8:01:54gone forever. Um, that's kind of like a
8:02:00limited supply would mean like you're
8:02:02going to resupply it later. Never
8:02:04available again, meaning like after the
8:02:06supply is gone, it's never coming back.
8:02:08So, think like high-end designer
8:02:10clothes. They'll do like a drop and once
8:02:12they do that drop, you're never going to
8:02:13see anything like that again.
8:02:15Next is dripped availability scarcity.
8:02:18So, you release only a few seats and
8:02:20products each round. So, it's kind of
8:02:21like just drip feeding stuff. So, only
8:02:23five new slots are open each month. This
8:02:25is what I did in the early days of Copy
8:02:28Lead where I had to one-on-one coach
8:02:30everyone because there was no program
8:02:32like the this course didn't exist yet. I
8:02:34had to basically teach this course
8:02:35one-on-one to everyone, which is very
8:02:38low leverage, but that's the best way to
8:02:40start a coaching program is just getting
8:02:42hands-on and helping people live.
8:02:44I had to have dripped available scarcity
8:02:47because I simply could not under good
8:02:49faith sell 30 people into this program
8:02:51every month because I couldn't get them
8:02:54result because it was just me. There was
8:02:56no program. Um so I did this you know
8:02:58only certain amount of people were open
8:03:01only a certain amount of slots were open
8:03:02each month. Next is tiered scarcity.
8:03:07So different bonuses for the first
8:03:09amount of buyers the next amount of
8:03:11buyers etc. So first 10 get this, next
8:03:1320 get this and then it's just the base
8:03:15course. Pretty simple, just a little bit
8:03:18fancier way to do tier or scarcity.
8:03:21Next is scarcity by qualification. So
8:03:25not everyone gets access. You must apply
8:03:27or be approved. So we only accept
8:03:29students who pass our onboarding form
8:03:32and match our community standards.
8:03:35This was not not extremely powerful
8:03:38when it comes to like actual scarcity
8:03:40sake.
8:03:44It's more of a play on status.
8:03:47So,
8:03:48we want things that we can't have. And
8:03:51so, by somebody positioning this as
8:03:53something that is kind of scarce and
8:03:55only the smartest people or only the
8:03:57best people get in, you want in. So,
8:03:59pretty different angle of scarcity, but
8:04:01I like it.
8:04:03Next is time plus quantity scarcity. So,
8:04:07both a deadline and limited spots. So,
8:04:09doors close in 48 hours or when we hit
8:04:12100 members, whichever comes first. So,
8:04:14a little bit of double action going on.
8:04:18Scarcity of access or support. So, you
8:04:20can buy anytime, but personalized access
8:04:22is limited. So, this is the only time
8:04:24I'll be coaching live. Future rounds
8:04:26will be self-paced only. So, like I
8:04:29said, pretty simple, but make sure
8:04:31you're using first principles and not
8:04:32just copying these, but use the best
8:04:34ones for your offer.
8:04:37Now, let's go over keys. So,
8:04:40anybody can just copy and paste one of
8:04:42these forms, but what makes effective
8:04:44urgency? Urgency that that really drives
8:04:47action.
8:04:49The first thing is it must be real.
8:04:52People can smell fake deadlines. I see
8:04:55this all the time in the info space and
8:04:56it it cringes me the heck out.
8:05:00I mean, if you have stupid marketing,
8:05:02you're going to attract stupid people,
8:05:04and you don't want that ideally.
8:05:08You must be real. Don't say doors close
8:05:10at midnight if they reopen every single
8:05:12week. People are not stupid. You're
8:05:14going to lose trust. And honestly,
8:05:16you're just being slimy. So, make sure
8:05:18it's real urgency. Use deadlines that
8:05:21actually matter. So, real events like
8:05:23launches, seasons, price changes.
8:05:27Um, show a countdown timer. Like, make
8:05:29it visual. Remind them frequently. Like,
8:05:32people need to get in this frame of
8:05:34like, I need to make a decision. And if
8:05:36if you lose them, just remind them so
8:05:38they come back to this frame. Most
8:05:40people will delay until the last second.
8:05:41Procrastination. So, use multiple touch
8:05:44points, email, SMS, ads. The closer the
8:05:47deadline gets, the more you should be
8:05:49reminding them.
8:05:51Fourth, very, very important, combine
8:05:53with a reason why. Give a logical reason
8:05:56behind the deadline. So, we start group
8:05:58calls on Monday and I don't want to let
8:06:00people in late. It's like if you want
8:06:02in, now is your chance. 48 hours left.
8:06:04So, give people a reason.
8:06:07Pretty simple, but like if you if you
8:06:09don't do these right guys, it it leads
8:06:11to just you're going to leave so much on
8:06:13the table versus when you nail this and
8:06:16you really you really clock it in, it's
8:06:18uh it's so powerful.
8:06:21Next, keys to effective scarcity. Number
8:06:25one, obviously like be real again. I'm
8:06:27just like be legit. Don't say you've got
8:06:3110 left if you've got 100,000 left.
8:06:34Don't say never never selling again if
8:06:36you're going to sell it again. Be
8:06:38honest. Be truthful.
8:06:41But number one, be specific with
8:06:42numbers. So limited spots is kind of eh.
8:06:45Only three VIP spots left is juicy. It's
8:06:48specific. It's tangible. It makes people
8:06:50want to to get after it. Number two,
8:06:54make it visible. So, show a live
8:06:56counter, a struck through bonus, or say
8:06:58like 10 claimed out of 12 total almost
8:07:01gone.
8:07:02Three, follow through. If you say you're
8:07:04capping access, freaking cap, you
8:07:07goobers, don't do fake scarcity.
8:07:09Scarcity only works if people believe
8:07:11it.
8:07:12Number four, explain why it's limited.
8:07:15Not just to make you buy, but give legit
8:07:17reasons. So, I can only coach 20
8:07:19students at a time to give proper
8:07:21support. That was my legit reason for
8:07:24why I had scarcities because I literally
8:07:27as being one human, I'm scarce. I'm
8:07:29scarcity. So, I had to limit the
8:07:32coaching. Um, all right. So, let's go
8:07:34over a quick little urgency and scarcity
8:07:36checklist. So, when you're going over
8:07:39your urgency and scarcity, um,
8:07:42consider running it through this
8:07:44checklist.
8:07:45Number one, is the urgency of scarcity
8:07:48real and specific?
8:07:51Does it sound real? Is it believable? Is
8:07:53it specific? Number two, is there a
8:07:56clear reason why for the limitation? So,
8:08:00have you explained the urgency of
8:08:02scarcity? Does it seem legit? Number
8:08:04three, have you tied the urgency to a
8:08:07real world consequence? So, that
8:08:09emotional part we talked about,
8:08:12what happens if they don't take action?
8:08:14How are they going to feel? Have you
8:08:16made it visible? Visual visible, sorry.
8:08:20Timer, counter, explicit numbers. Have
8:08:23you reinforced it across multiple touch
8:08:25points? Have you reminded them?
8:08:29Just keep these in mind and you'll be on
8:08:31the right track. So, let's grab some
8:08:33water and let's go over my example.
8:08:41So, this is a real example of me using
8:08:44urgency and scarcity to sell my low
8:08:46ticket product, Digital Persuasion
8:08:48School. And what's crazy is I did over
8:08:52$90,000 in sales with a very small
8:08:55audience with just a sales page. That's
8:08:58it. Like small YouTube videos to a sales
8:09:02page and did almost 100K in the span of
8:09:05like six months. But honestly, most of
8:09:06that was in the first three to four.
8:09:08Like I was doing 20 30k months or really
8:09:11I think it was like 20k months for
8:09:12months on end. It was crazy.
8:09:16And I attribute a lot of that to how
8:09:18perfect I nailed the urgency of scarcity
8:09:21on this offer. So let's look at it.
8:09:23You're still early. Lock in your spot
8:09:26now before it's too late. So FOMO.
8:09:29This is the opportunity you've been
8:09:31waiting for. What is this one we're
8:09:32talking about? Um, where is it?
8:09:37Exploding opportunity.
8:09:41While this is the opportunity of a
8:09:42lifetime, there's one small problem. So,
8:09:45here I'm explaining why I'm going to
8:09:47drop the urgency and scarcity.
8:09:49The more people who have access to the
8:09:51information, the less valuable it
8:09:53becomes. So, to keep DPS as valuable as
8:09:56possible for each member, I'm going to
8:09:59raise the price of DPS for everyundred
8:10:02people that join.
8:10:04This is crazy. So, basically, I'm like,
8:10:07I now have you thanking me for raising
8:10:10the price, which is insane. And it's
8:10:12it's a real like it's a real
8:10:14justification
8:10:16because I had outreach systems in here.
8:10:19The more people who knew those the
8:10:20information, the less valuable it become
8:10:22for everyone else.
8:10:24This is crazy. This is some ninja stuff.
8:10:26So, and what I did was I then I then
8:10:29gave it even some more copy. So, this
8:10:31will ensure three things. DPS remains
8:10:33valuable for each member. The community
8:10:35is full of only the most high quality
8:10:37entrepreneurs who are serious and you
8:10:39are rewarded for taking action now by
8:10:41locking your access before you have to
8:10:43pay double. So really, really powerful
8:10:46point. That being said, now is your
8:10:49chance to lock in your spot for the
8:10:51insanely low price of $97 a month. After
8:10:55the first 100 people join, it'll never
8:10:57be this price again. So click the button
8:10:58below to save your spot for $97. And
8:11:01what I did was to show how real this
8:11:03was, I when I wrote when I raised the
8:11:06price,
8:11:08I crossed out the price and I put the
8:11:11date of when I raised it. So I
8:11:13documented like, hey, I'm not joking. I
8:11:15am raising the price. Here's what
8:11:17happened last time. Here's where it's at
8:11:19now. Here's what it'll be next time.
8:11:22Extremely
8:11:24extremely powerful. I can't like state
8:11:26this enough.
8:11:28You have to help them decide.
8:11:32So, there's a lot of people who didn't
8:11:34buy this and they never bought it, but
8:11:37at least I helped them decide.
8:11:40They didn't they didn't have to wonder,
8:11:41"Am I going to buy it later? Oh, um I'm
8:11:43going to decide next week." No, they
8:11:44decided now. They made the decision.
8:11:46They moved on. Very powerful.
8:11:50Now, very important reminders. Very,
8:11:52very important. your marketing message
8:11:54as a whole, meaning the copy you've
8:11:56written, the state of mind your audience
8:11:59is in and the emotions you've you've
8:12:01brought up, affect the urgency of
8:12:04scarcity they feel. It affects the frame
8:12:06they're in. And what I mean by this is
8:12:09you can't just slap limited time left on
8:12:12a page and make a million dollars. The
8:12:15tactics should be the cherry on top of a
8:12:18perfectly executed sales message. And
8:12:21with great power comes great
8:12:23responsibility. Please, please, please
8:12:27do not start lying and bending the truth
8:12:29in everything you write to create
8:12:30urgency and scarcity. Please do not do
8:12:32this. You're only going to create misery
8:12:34for your your leads and yourself down
8:12:37the line. Don't do this. And some verses
8:12:40to back this up because I base all
8:12:42reality on the Bible is
8:12:46so that we may no longer be children
8:12:49tossed to and fro by the the waves and
8:12:52carried about by every wind of doctrine,
8:12:53by human cunning and by craftiness in
8:12:56deceitful schemes. So Paul is warning
8:13:00believers about people who misuse
8:13:04persuasion.
8:13:05He's saying there's human cunningness by
8:13:08craftiness and deceit, deceitful
8:13:09schemes. I don't want you guys to be the
8:13:12people doing this by setting traps and
8:13:16by lying and by using urgency and
8:13:18scarcity in an unethical way. Please
8:13:20don't do this. Next, but we have
8:13:23renounced disgraceful underhanded ways.
8:13:26We refuse to practice cunning or to
8:13:29tamper with God's word. So do not play
8:13:31with the truth. Don't lie. Refuse to
8:13:34practice cunning. Do this out of a heart
8:13:37to help people.
8:13:39Uh Genesis 3 says the serpent was more
8:13:42crafty than any other beast that God had
8:13:44made. Don't be crafty. Don't be cunning.
8:13:47Don't lie.
8:13:49For such persons do not serve our Lord
8:13:51Jesus Christ, but their own appetites.
8:13:53And by smooth talk and flattery, they
8:13:57deceive the hearts of the naive.
8:14:00Your customers are probably going to be
8:14:01less aware than you.
8:14:04Do not lead them astray with smooth
8:14:07talk, with cunningness, by lies, by
8:14:10bending the truth or not telling the
8:14:12whole truth. Instead, use truth to help
8:14:15people take action to change their lives
8:14:17for the better.
8:14:20So, some positive verses rather speaking
8:14:22the truth in love. We are to grow up in
8:14:26every way into him who is the head, into
8:14:29Christ.
8:14:30So speak truth in love and look more
8:14:33like Jesus. So yeah, there's really no
8:14:36better way to recap this section. Um I
8:14:38just want to warn you guys, like I said
8:14:40earlier, by knowing this, you now have a
8:14:43great responsibility.
8:14:45Don't fall for other people's false
8:14:48urgency and scarcity. But and more
8:14:49importantly,
8:14:51don't use this to to deceive others, to
8:14:54lead them astray. Don't do it. Even even
8:14:56if your product is great and it's quote
8:14:58unquote going to help them if they get
8:14:59in, do not lie. Do not bend the truth.
8:15:02Because I can tell you from experience,
8:15:04guys, I'm not perfect. And I've done
8:15:06this many times in the past on this
8:15:08offer and it always brings misery down
8:15:11the line.
8:15:13I'd rather speak the truth in love and
8:15:15to share the honest goodness truth and
8:15:18to use urgency and scarcity ethically to
8:15:21help them decide
8:15:24and to change their life for the better
8:15:26than to just deceive them, take
8:15:27someone's money and leave them out to
8:15:29dry. So, please don't do that. Use truth
8:15:32to help people t take action to change
8:15:34their lives for the better. So, quick
8:15:37reminder. Um, thank you guys. Thanks for
8:15:41watching these modules. I hope it's
8:15:43changing your life as much as making
8:15:45them changes mine and this information
8:15:48has
8:15:49changed my life for the better and it's
8:15:51helped me understand how to help the
8:15:52people I love. So, please use this to
8:15:55help people and um let me know any wins,
8:15:57any breakthroughs, any thoughts you have
8:15:59on this module of course. Like I said,
8:16:01be honest. If you didn't like it, then
8:16:03don't tell me you liked it. But if you
8:16:04did like it and want to encourage me to
8:16:06make more of these, just let me know in
8:16:08the course wins channel or on a coaching
8:16:10call. Um, it gives me a lot of energy to
8:16:13know that the pain of losing my voice
8:16:15every every week is worth it just to see
8:16:18you guys succeed more and to uh achieve
8:16:21your dreams. So, I love you guys and
8:16:22I'll see you all in the next module.
8:16:27[Music]
8:16:33Hello again and welcome to concise
8:16:35curiosity, the seventh module in the
8:16:37copyrightiting 101 course.
8:16:40Now, in this module, we're going to
8:16:42cover how to write copy that hooks your
8:16:44readers and keeps them reading until the
8:16:46very end.
8:16:48As always, quick disclaimer. I highly
8:16:51recommend watching every previous module
8:16:53before you watch this one, as we'll be
8:16:56building on the concepts that we've
8:16:57already learned in the past modules.
8:17:00And to be honest, if you don't
8:17:01understand those in depth, applying the
8:17:02concepts you're about to learn will be
8:17:04very hard and very complicated. So go
8:17:06ahead and go watch the other modules
8:17:07first and then we'll get right into this
8:17:09module.
8:17:13You see there are two principles that if
8:17:15you don't understand can put a massive
8:17:17dent in the effectiveness of your copy
8:17:21and they stem from this. The human brain
8:17:24is wired to prefer efficiency and
8:17:27stimulation.
8:17:29In human speak or in in
8:17:32layman speak, we don't like wasting
8:17:34energy and we don't like to be bored.
8:17:37Simple as that.
8:17:40If you have to get a task done, if you
8:17:42have to do something and you can either
8:17:45do it in 30 minutes or an hour and they
8:17:48get the same outcome, well, you prefer
8:17:5030 minutes. You want it to be efficient.
8:17:54We also don't like to be bored. If you
8:17:56can prefer, if you can like choose
8:17:58between being bored all day or being
8:18:00entertained, well, you try to be
8:18:01entertained. That's why we watch movies,
8:18:02TV shows, video games, etc. We don't
8:18:05like to be bored.
8:18:07Even when you decide to choose quote
8:18:09unquote boredom, what you're choosing is
8:18:12not boredom. You're choosing to
8:18:14entertain yourself with your mind and
8:18:16your ideas.
8:18:17That's what the greatest entrepreneurs
8:18:19are. They just hate being bored. The
8:18:21issue is they choose to solve boredom by
8:18:24solving other problems. That's how I
8:18:26entertain myself by making these
8:18:28complicated modules.
8:18:30So, we must keep this in mind when
8:18:32writing copy because it'd be a shame for
8:18:34you to nail their specific conditions,
8:18:37craft a perfect problem chain, create
8:18:40urgency and scarcity, offer someone to
8:18:43just click off because your copy is too
8:18:45complicated or boring.
8:18:49You have to optimize your copy for
8:18:52efficiency and stimulation.
8:18:55Remember, we aren't writing English
8:18:56papers here. We're writing words that
8:18:59grab attention, hold it, so we can give
8:19:02them our sales message to transfer that
8:19:04belief over the bridge of trust.
8:19:07So, what we're going to do in this
8:19:08module is we're going to talk about how
8:19:10do we combat both of these enemies of
8:19:13great copy? How do we hook someone? How
8:19:17do we not let them fall off? How do we
8:19:18hold their attention and deliver our
8:19:20message in the best way possible?
8:19:27We do that by starting with the Cub
8:19:29method.
8:19:31I discovered the Cub method from Robert
8:19:34Bllye. He's a wellrespected author and
8:19:36copywriter
8:19:38and he developed this method to ensure
8:19:40that our copy abides by those principles
8:19:43above. The Cub method. We'll go over
8:19:46what cub means in a second,
8:19:49but this is built on the assumption that
8:19:51your readers and viewers are looking for
8:19:53any and every reason to stop consuming
8:19:56your copy and carry on with their life.
8:20:00Think about videos, reals, things that
8:20:02you read.
8:20:04Your brain is looking for any instance
8:20:06where it gets bored to move on. Because
8:20:10just the act of moving on and swapping
8:20:12what you're doing
8:20:14fights boredom in your brain.
8:20:18This is why kids of this generation have
8:20:19such a hard time focusing and building
8:20:22businesses and doing anything great.
8:20:25Even people like you who are into
8:20:26entrepreneurship,
8:20:28you swap what you're doing all the time.
8:20:30You swap offers, you swap niches, you
8:20:31swap skills. You go from copyrighting to
8:20:33growth operating to agency to this
8:20:36because as soon as it gets hard, you
8:20:37want to swap because your brain thinks,
8:20:39"Oh, well, that'll be more fun, so we'll
8:20:41just change."
8:20:44So, you must assume that everyone that
8:20:46you're talking to is looking for any and
8:20:49every reason to stop consuming what
8:20:51you're you're presenting them and carry
8:20:52on with their life. For this reason, we
8:20:56need to use the Cub method to ensure
8:20:58that readers make it through our sales
8:21:00messages in the fastest, easiest, and
8:21:02most enjoyable way possible.
8:21:07That is the key. Once you have a
8:21:09compelling sales message, it's not good
8:21:11enough. You have to make it fast to
8:21:13consume, easy to consume, and enjoyable
8:21:16to consume.
8:21:19And Robert Bllee states that there are
8:21:21three main reasons why a reader wouldn't
8:21:23make it through your sales message.
8:21:27Confusing, unbelievable, and boring
8:21:30copy. Hence the name Cub. So if your
8:21:34copy is too confusing,
8:21:36it's too hard for the brain to
8:21:38understand. They'll move on to something
8:21:39easier.
8:21:41If your copy is unbelievable, meaning
8:21:43it's too good to be true, people see it
8:21:45as a scam and they move on. If your copy
8:21:48is boring, meaning it's just not
8:21:49entertaining, it's too hard, it's it's
8:21:51like sludge trying to read through it,
8:21:53they don't care about the sales batches.
8:21:55They'll just move on.
8:21:57It sounds silly, but that's just it is
8:21:59what it is.
8:22:02So, you must fight confusing,
8:22:04unbelievable, and boring copy with all
8:22:07you've got. And we'll go over how to fix
8:22:10each one in a second.
8:22:13But before we dig into the details,
8:22:14let's overview how to use this method
8:22:17effectively.
8:22:18So, we'll talk about how to fight each
8:22:20one, but let's go over how does this fit
8:22:22into your daily routine of writing copy.
8:22:25So, if you go to write a sales page, how
8:22:26do you use this method?
8:22:31The first thing
8:22:34is you must write an emotional first
8:22:37draft.
8:22:40Copy is all about transferring emotion
8:22:42and belief. And so if you have no
8:22:45emotion there to begin with, there's no
8:22:47sense in refining it. So it's going to
8:22:51sound kind of kind of counterintuitive.
8:22:54But the first step to writing great copy
8:22:56is to not worry about writing great
8:22:58copy. Don't worry about the spelling
8:23:00mistakes. Don't worry about the cub
8:23:02method. Just literally spew out the raw
8:23:05emotion that you're trying to convey and
8:23:08focus on volume. Put down a million
8:23:11ideas at that at this stage. There is no
8:23:13such thing as a bad idea. Let your brain
8:23:16just crank. Let it spew out everything
8:23:18you're trying to get across.
8:23:21What's funny is I you know I coach a lot
8:23:23of people in copy elite like yourself
8:23:25and on these coaching calls someone will
8:23:27send me a piece of copy. I'll talk about
8:23:30how it doesn't make sense or whatever
8:23:32and then they'll they'll stop me and
8:23:33they say well here's what I was trying
8:23:34to say and then they'll just speak the
8:23:37most beautiful piece of copy and I'm
8:23:39like why don't you just write that down
8:23:41and they're like oh yeah I should have
8:23:42done that. Why does this happen? Because
8:23:45when you go to write you start to get in
8:23:46perfectionism mode
8:23:49but when you're writing you just need to
8:23:50put it down. Don't worry about the
8:23:51spelling mistakes. Don't worry about if
8:23:52it makes sense or not. Just spew out the
8:23:54raw emotions. That's the first step.
8:23:57Step two is to take a break.
8:23:59Get your mind completely off of copy. Go
8:24:02outside. Do something active and don't
8:24:06come back until you're fresh mentally.
8:24:09Until you've hit a full reset on your
8:24:11brain and you're not even thinking about
8:24:14copying the principles,
8:24:17don't come back. And this sounds so
8:24:19counterintuitive, but I promise this is
8:24:21how the best writers write. This is how
8:24:23you're going to get the best results in
8:24:24your writing.
8:24:26So, first draft, write a super emotional
8:24:28first draft slrafts. Write as many as
8:24:30you have to just do volume. Then take a
8:24:33break.
8:24:34Then come back and start looking for the
8:24:37cub. So start by looking for anything
8:24:39confusing.
8:24:41Remember your copy should be so simple
8:24:43that a monkey can understand it. Make
8:24:46simplify everything
8:24:49and you'll start to realize that
8:24:50simplifying is hard.
8:24:53But the more you absorb the pain of
8:24:56action, meaning you have to go through
8:24:57the pain of simplifying,
8:25:00the more you take that pain of action
8:25:01off of your customers and it's easier
8:25:03for them to take action.
8:25:06So if you're lazy and your copy is not
8:25:08simplified, it doesn't have a big idea,
8:25:10it uses complicated language, it doesn't
8:25:12follow a train of thought,
8:25:15you make it hard for your customers to
8:25:17then follow the message and buy the
8:25:18stuff. But if you make it hard for
8:25:21yourself and simplify your copy and edit
8:25:24it over and over and over and simplify
8:25:26it, it's easier for them to follow along
8:25:29and take action, meaning you make more
8:25:31money. And we'll go over how to simplify
8:25:33in a second, but that's just how you
8:25:35should do it.
8:25:38And then you just repeat the process. So
8:25:41once you've focused on simplifying
8:25:43things, you take another break. Forget
8:25:46about simplicity. Forget about the
8:25:48copyrightiting. Forget about principles.
8:25:49Go outside. do whatever. Then come back
8:25:51and look for any copy that is
8:25:53unbelievable. Let's do the same thing
8:25:55but just for unbelievable.
8:25:57Then you guessed it, take another break,
8:25:59come back and fix anything that is
8:26:01boring. So the point of me putting this
8:26:03in here was just to show you
8:26:06you got to stay focused on one state of
8:26:08mind at a time and then take a break to
8:26:10reset and come back and focus on the
8:26:11next thing. That's how you want to edit
8:26:13copy in the best way possible.
8:26:16For example, if you went through this
8:26:17course
8:26:19and you learned about pain, confidence,
8:26:21problem chains, confusing, curiosity,
8:26:25text, subtext, it's there's so much
8:26:27stuff that it's hard for you to do all
8:26:29of it at once, which is fine. You learn
8:26:31one at a time. One at a time. Same with
8:26:35with reviewing copy. So, moving on to
8:26:39fixing confusing copy.
8:26:46So this is what you'll do when you're in
8:26:48step three. So you've already written
8:26:50your emotional copy. You've taken a
8:26:51break. Now you come back and you want to
8:26:53fix copy that is confusing.
8:26:57Here's what we do. First, you want to
8:26:59remove esoteric points. So don't go so
8:27:02in-depth about details and stuff that
8:27:04your audience doesn't care about or
8:27:05things they don't need to know.
8:27:08And as always, this is very um
8:27:12highly dependent on specific conditions.
8:27:15So some audience will want some more
8:27:17logical, more technical stuff. If you're
8:27:19selling something very technical, very
8:27:21niche, you're going to have more
8:27:23esoteric stuff in there.
8:27:26But the main principle here is people
8:27:28care more about the results than they do
8:27:30how you get there.
8:27:33Focus on the outcomes.
8:27:36What do the how's get you?
8:27:39We'll go over examples later.
8:27:42Next, avoid confusing language.
8:27:46Simplify everything. Third to fifth
8:27:48grade reading level.
8:27:50Use layman speak. Don't use confusing
8:27:52language to try to sound smart. This is
8:27:54not an English paper. It's a sales
8:27:56message.
8:27:58We don't care whether they think you're
8:27:59smart or not. We care whether they buy.
8:28:01And when someone's in a an emotional
8:28:03like monkey brain, it doesn't matter if
8:28:05they're a PhD scientist, they want
8:28:07simple language so they can understand
8:28:09what you're trying to say to them and
8:28:11then move on in the quickest way
8:28:12possible.
8:28:15Think about when you're trying to solve
8:28:16a problem and you're in this state of
8:28:19problem solving.
8:28:23You don't want someone to sit here and
8:28:25use the biggest words possible to tell
8:28:27you how to write this email subject line
8:28:30or how to how to fix your email
8:28:32deliverability. You want them to tell
8:28:34you in the most simple, straightforward
8:28:36language possible so that you can get
8:28:37the information and solve the problem.
8:28:40Avoid confusing language.
8:28:43And you can take your copy, throw it in
8:28:44the chatbt and ask it to spit it out in
8:28:47the third, fifth grade reading level.
8:28:49That can help you simplify it even more.
8:28:52Next is avoid vague explanations.
8:28:57So use specific, concrete, and visual
8:29:00language. Use language that appeals to
8:29:02the five senses.
8:29:04You want them to have a movie going on
8:29:06in their head. So when they read your
8:29:08copy and you're explaining something, a
8:29:10situ a situation, a scenario, a pain
8:29:12point,
8:29:14make sure they can visualize what's
8:29:15going on. Don't just say, "Life sucks."
8:29:18Say every time you walk past the mirror,
8:29:21you catch a glimpse of your gut peeking
8:29:24out of your shirt
8:29:27and you you look around and hope that no
8:29:29one else saw that and you can't help but
8:29:31just feel ashamed of how much weight you
8:29:33have. Make it visual. They can see it.
8:29:38Next is distracting ideas slash rabbit
8:29:41holes.
8:29:44This is a big mistake I see beginner
8:29:46copywriters write. They they they want
8:29:48to
8:29:49they have so many good angles, so many
8:29:51good ideas to pitch a product, but they
8:29:54put them all in one sales page and it
8:29:56becomes so distracting and it doesn't
8:29:58stay on point.
8:30:00Think about a sales message kind of like
8:30:02light. When there's a lot of light, it
8:30:04might cover a big area, but it's not
8:30:07very powerful.
8:30:09But when you have a laser, the same
8:30:10amount of light, but focused, it can
8:30:13burn through steel. And you want your
8:30:14you want your sales message to to burn
8:30:17to cut through steel. And you do that by
8:30:20having one big simple useful idea.
8:30:25Don't stray away from the main idea.
8:30:26It's it isn't worth the distraction that
8:30:28it causes.
8:30:30Your other angle might be great,
8:30:33but use that for a different piece of
8:30:34copy. Don't put it in this one because
8:30:36it's going to distract from the main
8:30:37idea you've already got going on.
8:30:42Next, fixing unbelievable copy.
8:30:45Now, this is 100% dependent on specific
8:30:48conditions.
8:30:51So, what's believable to your audience
8:30:54depends on what your audience believes.
8:30:57And what your audience believes is going
8:30:58to be completely different to what a
8:31:00different audience believes.
8:31:03So, if I'm selling something to brand
8:31:06new beginner entrepreneurs who have
8:31:07never made money online,
8:31:10making a h 100k a month or a million
8:31:12dollars a month sounds crazy.
8:31:14But if I'm selling to seasoned
8:31:16entrepreneurs who are making, you know,
8:31:18$2 million a year, getting up to a
8:31:21million dollar a month doesn't sound
8:31:22insane. It sounds very believable
8:31:26because their beliefs are different. So,
8:31:27it always depends on your audience.
8:31:33And how we do this is you can cut out
8:31:35the unbelievable section completely
8:31:38or you can make the claim more
8:31:40believable by adding very specific and
8:31:43compelling proof.
8:31:45And you can also relate to the reader
8:31:47and viewer using specific conditions so
8:31:50that they trust you more and then what
8:31:52you say becomes more believable because
8:31:54they trust you.
8:31:56So, this one's pretty straightforward,
8:31:58but just make sure that your claims are
8:32:00believable to exactly who you're talking
8:32:02to. Once again, specific conditions.
8:32:05That's really the the key to this one.
8:32:08Next is fixing boring copy. The first
8:32:11step is to don't talk too much about
8:32:13what they already know. Once again,
8:32:15specific conditions. You have to match
8:32:17their awareness level.
8:32:20So, watch specific conditions. watch
8:32:22problem chains cuz that's going to
8:32:23basically make it impossible for you to
8:32:26not talk about what they already know
8:32:27because you'll be matching their
8:32:28awareness level. Perfect.
8:32:30And we'll go over examples of this, but
8:32:32imagine you came to me, you came to my
8:32:34channel trying to learn copywriting
8:32:38and you click on a video and I start
8:32:39talking about
8:32:42why you need money and why you should
8:32:43want to make money online
8:32:46and you're bored out of your mind
8:32:47because you you already you're you're
8:32:50every waking moment you're spending is
8:32:51trying to make money online. So you
8:32:53don't need to be sold that. You already
8:32:55you already sold it. You already believe
8:32:56it. It's already part of you.
8:32:58So by talking about stuff you already
8:33:00know and believe, it's boring because
8:33:02you already get it.
8:33:04And this is like this is just human.
8:33:06This is how humans work. If I was to sit
8:33:09here and teach you 1 plus 1 equals 2
8:33:11over and over again for eight years,
8:33:13you'd be bored out of your mind because
8:33:14you learned it immediately as a kid and
8:33:17now now you move on. You solve the next
8:33:18problem.
8:33:20So match the awareness level.
8:33:26Number two is not enough emotions being
8:33:28pushed.
8:33:29So we don't want to sit here and just
8:33:31hit people with facts and sound like a
8:33:33non-fiction book.
8:33:35Copy is about emotion. It's the language
8:33:37of emotion. So make sure you go through
8:33:39text and subtext, pain and confidence,
8:33:42and use concrete and visual language.
8:33:45Next is using way too many complicated
8:33:47words. We already talked about that.
8:33:49Make it simple,
8:33:51concise as possible. How can you say the
8:33:53same thing with as little words as
8:33:55possible?
8:33:57Mountain copy, not brick copy. So, you
8:34:00don't want your copy to all be the same
8:34:01exact sentence length. You want it to
8:34:04flow nicely. So, use use connecting
8:34:07words, use phrases. It's true. People
8:34:10like this don't know XYZ.
8:34:12And to be honest with you, that's
8:34:14because things are so like vary your
8:34:16sentence in. And we'll go we'll go over
8:34:17some examples of this in a second. It'll
8:34:19be easy for you to see it.
8:34:22But also make your copy visually easy
8:34:24and fun to read. I see a lot of you guys
8:34:26mess this up even in your outreaches and
8:34:28your stuff for clients.
8:34:31Even if it's a VSSL and someone's just
8:34:33reading it,
8:34:35use bold, use underline, use italics,
8:34:38use color. Do you see how much more fun
8:34:42this PDF is to go through just because I
8:34:46use little arrows and colors and bold
8:34:48and and italicize?
8:34:52Make it visually fun.
8:34:58Where are we at?
8:35:03Yeah. Vague explanations.
8:35:05Once again, use specific concrete visual
8:35:07language. language that appeals to the
8:35:09five senses to talk about what it looks
8:35:12like, what it smells like, what it feels
8:35:13like, what it what what it sounds like,
8:35:16all those things. All right. So, what I
8:35:19thought we'd do is
8:35:21the best way to understand this is by
8:35:22just going over some examples. So, let's
8:35:24go ahead and do that right now.
8:35:27Let's get to it. So, this mirror will be
8:35:30linked below this school module.
8:35:34But the best thing you can do as always
8:35:36is to study copy on your own and
8:35:39synthesis. The next module will have
8:35:40tons of great copy that you can study,
8:35:43dissect, and put through these examples
8:35:45for yourself.
8:35:47Let's go over just one example of each
8:35:49one. So, confusing versus simple copy.
8:35:53I want you to look at Virgil's old loom
8:35:55on the on the left and Matthews on the
8:35:57right. Look at this process section.
8:36:00Virgil says, "Targeted lead magnet
8:36:02system. Deep dive discovery. Uncover
8:36:05your targets deep latent conditions.
8:36:08Lead magnet launchpad. Create an email
8:36:10opt-in page with highv value freebie.
8:36:12RB email campaign. Build a personalized
8:36:15fivestep relationship building
8:36:16campaign."
8:36:17You guys might be thinking, "Oh, that
8:36:18sounds juicy. That sounds good." It
8:36:21doesn't appeal to emotions. These are
8:36:22literally just features. It's not
8:36:24talking about what that does for us. He
8:36:26doesn't talk about how it makes their
8:36:27life easy or safe or big outcome. It
8:36:31just it's literally like just like
8:36:32things
8:36:34versus Matthews. This isn't perfect, but
8:36:36you can see the difference. Get to know
8:36:38your niche. Look at how simple that
8:36:40language is versus uncovering your
8:36:42target audience's deepest lating
8:36:43conditions. Get to know your niche and
8:36:47position your channel in a way that gets
8:36:48high ticket leads coming to you.
8:36:52Simple visual. your channel, your target
8:36:55audience.
8:36:56Pretty cool. And once again, it's all
8:36:58about specific conditions. But just
8:37:00remember, the human brain hates
8:37:02complication when it comes to being sold
8:37:04to. When you're in the mode of solving a
8:37:06problem, you don't want to read a
8:37:07research paper. You want to know what
8:37:09you should do and then go do it. So,
8:37:12keep it simple. Avoid too much technical
8:37:14talk.
8:37:16Here's another good example. Our CRM
8:37:18pipeline architecture uses an autot
8:37:20triggered web hook that syncs with our
8:37:22Zapier pass via whatever versus when
8:37:25someone books a call, we instantly send
8:37:26their info into our sales system. No
8:37:28manual work.
8:37:30You see the difference? All right, let's
8:37:32look at some third grade versus or 12th
8:37:34grade versus third grade reading level.
8:37:35So here over here we have like a I think
8:37:38it's the 12th grade reading level.
8:37:41The acceptance letter from Yell
8:37:43University was glowing on the screen.
8:37:44She'd always dreamed of studying at an
8:37:45Ivy League school. Now that dream was
8:37:46within reach, but there was a problem.
8:37:47Her parents couldn't afford to pay the
8:37:49tuition, usable all her savings, talked
8:37:51to a guidance counselor. So, this isn't
8:37:54crazy. There's not a whole lot of big
8:37:55words there, but you can see how hard
8:37:57this is to read versus this insane
8:38:00example over here. Like two of my pieces
8:38:01of copy. I was in a dark place. I've had
8:38:05one goal for the past 10 years, make
8:38:07money online. And I tried almost
8:38:08everything. Graphic design, you name it,
8:38:10I tried and failed it. In 2003, things
8:38:12got real bad.
8:38:14It's so simple. It's so easy to read. Or
8:38:17this one over here. I've had enough. If
8:38:20I hear one more boomer say, just go to
8:38:22college. You get a stable job. I might
8:38:24puke.
8:38:26How can they be so blind?
8:38:29It's so simple. It's so easy to read.
8:38:31Here's another example from Iman. Look
8:38:33at the
8:38:35the mountain copy versus brick copy.
8:38:37Look at how difficult this like you
8:38:39literally look at this and it just looks
8:38:41a freaking word turd. This though is
8:38:45very fun. It just flows right. Look at
8:38:48how it starts off super easy to read. I
8:38:50could double your salary right now. I've
8:38:53had enough. It's so easy.
8:38:58Cool.
8:38:59Now, let's look at this is a this is an
8:39:02OG copy meme you guys are seeing right
8:39:05here. So the story is Matthew, one of
8:39:07his first clients, Matthew had this like
8:39:09nightmare client and the guy forced
8:39:12Matthew to write a sales page with like
8:39:15three mechanisms. Matthew told him it
8:39:17was a bad idea, but he just he kept
8:39:19forcing it on him. Like I sell all this
8:39:21stuff. We're going to talk about all the
8:39:23stuff I sell and not one big idea. And
8:39:26so we had a meme about this um but it's
8:39:29funny. Build a money printing parcel
8:39:31brand while getting jacked, upgrading
8:39:33your mindset, mastering your business in
8:39:35the easiest way possible.
8:39:38And it used to be so much worse. This is
8:39:39actually not so terrible,
8:39:42but he went over
8:39:45it used to be called like get
8:39:47financially jacked, get spiritually
8:39:49jacked, and get mentally jacked and
8:39:50physically jacked. Like he was selling
8:39:52everything all at once. And it was
8:39:54impossible to write a good sales message
8:39:56for it because he's just
8:39:58there's four four ideas. Four big ideas
8:40:01here.
8:40:03This one's actually not so bad. I
8:40:04shouldn't have really copied this one
8:40:05over here. But this is what Matt Matt
8:40:07shout out to Matthew. He actually made
8:40:08this thing somewhat into one big idea.
8:40:11So here he's talking about the personal
8:40:12brand
8:40:14while doing this while doing this. While
8:40:15doing this it better it's better than
8:40:18than the old one. We couldn't find the
8:40:19old one, but uh you get the point.
8:40:22A lot of ideas going on here versus this
8:40:25one. Very, very simple, straightforward.
8:40:28Reveal the secret to money online. How
8:40:31anyone can master the art of digital
8:40:32persuasion to make 5K a month from
8:40:35anywhere in the world. I made 11K in 46
8:40:38days after I learned this skill.
8:40:41You might think, well, K, that sounds
8:40:42just as long. It sounds a little
8:40:44complicated, but if you really look at
8:40:46it, you'll realize that it's all around
8:40:48one idea. Laser focus. Secret to making
8:40:52money online. The secret digital
8:40:54persuasion. Make money anywhere in the
8:40:56world. Which means online. I made money
8:40:59online after this skill. Digital
8:41:01persuasion. It's all one thing. It's
8:41:04juicy to read, but it's super focused.
8:41:08So, pretty cool. All right, moving on to
8:41:11unbelievable versus believable copy.
8:41:16This is actually from this morning.
8:41:19One of the guys in Copil sent me his
8:41:21offer and I was explaining to him why it
8:41:25needs to be more believable by having
8:41:28like he had crazy claims versus
8:41:30realistic claims that I'm going to show
8:41:32you. And once again, this is all about
8:41:35specific conditions.
8:41:39So what's a crazy claim to one audience
8:41:42might be completely believable to
8:41:44another. So it's all about conditions.
8:41:49But I want to show you how you can use
8:41:50specificity
8:41:52and believability to really take an an
8:41:55offer statement to the next level. So
8:41:56here we have online coaches under 75K a
8:41:59month. We legally vow to deliver your
8:42:02first 100K a month within 90 days using
8:42:04our done for you infinity acquisition
8:42:06framework. And if we don't deliver, you
8:42:09don't pay a dime and we'll wire you
8:42:10$1,000 just to say sorry.
8:42:14The problem is in this audience, so many
8:42:16people have used offers that sound very
8:42:18similar to this
8:42:20that the stimulus is entropied. So your
8:42:23first 100k a month in 90 days.
8:42:26Any business owner who is under 75k a
8:42:28month should understand that this is
8:42:30hard. Like hitting 100k like you got to
8:42:32really push
8:42:35and doing it within 90 days is just not
8:42:37realistic. Honestly, it's not
8:42:39believable.
8:42:41done for you infinity acquisition
8:42:42framework
8:42:44doesn't it's it's vague. It doesn't
8:42:46explain what it actually does and it
8:42:48just sounds like you don't know what you
8:42:49offer and so you're coming up with this
8:42:50crazy thing and yeah and also we don't
8:42:54deliver. We don't pay a dime. This makes
8:42:56me think that you got some crazy
8:42:57contract and it's like it's not going to
8:43:00you're actually going to send me that.
8:43:01It just doesn't sound believable to me.
8:43:03Once again I could be the wrong Tarian
8:43:04audience here but I am an online coach
8:43:08currently under 75k a month. I've done
8:43:10over it a little bit, but usually under
8:43:13it. And I don't want it. I don't want to
8:43:15convert on this offer. But this one
8:43:18completely different. Coaching offers
8:43:21over 20K a month. We'll book you 25 plus
8:43:24extra qualified calls per month using
8:43:27our 100% done for you LinkedIn content
8:43:30system.
8:43:32So here we have a very reasonable
8:43:33outcome
8:43:35and we have a a tangible specific
8:43:38solution that actually makes sense. So
8:43:40not some infinity whatever. We've got
8:43:43done for you LinkedIn content system. I
8:43:46can picture what you're going to do
8:43:47already.
8:43:49Then we explain it. You don't have to
8:43:50move a finger. We'll take your existing
8:43:52YouTube content, repurpose it for
8:43:54LinkedIn, qualify leads, and set them
8:43:56into your calendar. Do you see how this
8:43:59is so believable? because it's just
8:44:01straightforward.
8:44:03All we need is an okay and your
8:44:04calendarly link to get started. I think
8:44:06this is cool. I think this is dope. And
8:44:08I would probably talk to somebody who
8:44:09hit me up with this offer if I was
8:44:11looking to get more calls.
8:44:15So, pretty crazy.
8:44:17Let's look at vague proof versus
8:44:18specific proof. So, vague proof. Four
8:44:20months later, my YouTube channel blew
8:44:22up. I see this all the time. This is
8:44:24just laziness. versus putting a picture
8:44:27there, having analytics, and telling
8:44:29them exactly what happened. What does
8:44:31blew up mean? I gained 120,000 views,
8:44:358,000 watchtime hours, and 4,000 subs in
8:44:37just four months. Very specific. I'm
8:44:39explaining what blew up even means.
8:44:43Some more examples. This course will
8:44:45make you rich, guaranteed. Versus, one
8:44:47of our students made $6,000 in his
8:44:49second month using a version of the same
8:44:51email you're about to write. Very good.
8:44:56You'll close every lead you talk to. Not
8:44:59believable because you won't, right?
8:45:01Versus this script won't close every
8:45:03lead, but it'll make sure that you never
8:45:05sound desperate again. So, it is giving
8:45:08you like a a really nice benefit and it
8:45:11sounds believable. You g you gain their
8:45:12trust.
8:45:14This system works insanely well versus
8:45:17after switching this format, David's
8:45:19open rates went from 23% to 51% in two
8:45:22days. Here's a subject line,
8:45:25very specific proof.
8:45:28Here's relating to specific conditions.
8:45:30So, anyone can do this versus if you've
8:45:32ever put calls but struggle to close
8:45:34them, this works well for you. You're
8:45:37relating to them, becoming more
8:45:38trustworthy.
8:45:41So, that was unbelievable versus
8:45:43believable copy. Now, let's look at
8:45:45boring versus epic copy. So, fixing
8:45:47boring copy. Here's an example of
8:45:50starting way too high on the awareness
8:45:51level. So once again, imagine when you
8:45:54first found my channel, you're already
8:45:56sold on copyrightiting. You want to
8:45:58figure it out. You You see one of my
8:45:59videos talking about a sales page. And
8:46:02then for 25 minutes, I explain why you
8:46:04need to make money online.
8:46:06And you're bored out of your mind cuz
8:46:07you're like, "Brother, I What do you
8:46:08What the freak do you think I'm doing?
8:46:10What do you think I'm trying to do?
8:46:12You're already too you're down the
8:46:15awareness level. And so if I'm starting
8:46:16way too high, it's going to be boring."
8:46:19Or imagine you're writing for a niche
8:46:21bodybuilding coach. So he works for the
8:46:23most jacked people who are trying to win
8:46:25competitions. And you write him a script
8:46:27on why working out is healthy and why
8:46:30someone should try to work out three to
8:46:31five times a week. Those guys are like,
8:46:33"No dip, Sherlock. I press 400 lb.
8:46:35You're telling me to start lifting?"
8:46:36Like, it pisses people off when you
8:46:38start too high up the awareness level.
8:46:41And it all depends on specific
8:46:42conditions. So, if you're targeting
8:46:46retired moms
8:46:48who need to get in shape, well, this
8:46:50this could be a great email or a great
8:46:52YouTube script. It all depends on the
8:46:55specific conditions.
8:46:57So, let's look at an example of research
8:46:59paper copy versus easyto read copy.
8:47:04Look at this word. This is terrible.
8:47:07Like this. Look at the massive words
8:47:09here.
8:47:12Yeah, I'm not even going to read that.
8:47:13It just looks painful. Versus this part
8:47:16of my sales page. The same secret that
8:47:19allowed me to make 22,63
8:47:22in online income last month. And to be
8:47:24honest, it's not even a secret. It's
8:47:26actually very simple. Despite what the
8:47:29gurus have told you, you don't make
8:47:30money online by starting the latest
8:47:32trendy business model. Don't fall for
8:47:34the IPGA, I AI agency, growth operator
8:47:38scams. Do you see how fun this is to
8:47:40read? It's really fun. There's a lot of
8:47:43punchy words there. Look at the mountain
8:47:44copy. It goes up and down.
8:47:47It's just juicy. I've got rid of pretty
8:47:49much every word that doesn't add some
8:47:51kind of juice to what I'm saying.
8:47:54Look at the language. Freick all that.
8:47:55I'm going to be honest with you.
8:47:58It's pattern erupt. It's it's it's cool.
8:48:01These are obviously very extreme
8:48:03examples, but I'm telling you, a lot of
8:48:04you guys' copy is starting to look like
8:48:06this, and nobody wants to read that
8:48:08crap. Doesn't matter how smart you are.
8:48:11Like, dude, that's not fun to read. I
8:48:12don't care. You're a lunatic if you
8:48:14think this is fun. And people aren't
8:48:16sold
8:48:18through research papers. You can use
8:48:20research paper as proof. People want the
8:48:22easiest, quickest way to get the info
8:48:24they need and move on with their life.
8:48:28All right. Super vague language versus
8:48:29specific, concrete, visual language.
8:48:35This is vague as freak, right? Our
8:48:37program helps you grow your business
8:48:39faster and easier with strategies that
8:48:41actually work. I see copy like this all
8:48:44the time and it's usually from people
8:48:45using AI that are being dumb.
8:48:48Look at this. In week one, we help you
8:48:51write a three message cold DM sequence
8:48:52that get replies from total strangers,
8:48:55even if you have zero audience. One of
8:48:56our students booked four calls in 48
8:48:58hours using it.
8:49:01Very specific.
8:49:03Remember, people think in pictures, not
8:49:05words. So, your brain doesn't see these
8:49:07words when I say dope sunset, blue and
8:49:09red clouds, couple of sus rocks, maybe
8:49:11ice, that's what you see. I'm so funny,
8:49:15guys. Oh, gez. Uh, not this. Remember,
8:49:18they see in pictures. So, if you're not
8:49:19using specific language, uh, it's going
8:49:22to be a hard time for someone to make it
8:49:23through your sales page. Also, you can
8:49:26go specificity on is on a spectrum. So,
8:49:30if you just say food, people don't know
8:49:32what to think about. If you say fruit,
8:49:34they have a little bit better idea. Red
8:49:35fruit. They're getting closer. Apple.
8:49:37Now you're getting closer. Then you have
8:49:39craziness. Freshly picked. Crisp and red
8:49:42and yellow Fiji apple with a few green
8:49:44leaves on top and a worm on the leaf. It
8:49:46was picked in upstate New York. So fresh
8:49:48that it still has a few specks of that
8:49:49fresh New York dirt on it. You can smell
8:49:52the freshness. That specificity. Now,
8:49:55obviously, you don't you don't go in
8:49:56this much depth for everything, but it's
8:49:58a slider. Understand that it can go a
8:50:00lot further than you think. And make it
8:50:02be a movie. All right. Pretty cool.
8:50:07And that's it for the concise examples.
8:50:08So hopefully that gives you guys an
8:50:09idea, just a little head start on what
8:50:11to look for when looking to make
8:50:13concise, enjoyable, fun to read copy. So
8:50:16the Cub method we just covered
8:50:20is all about removing reasons why
8:50:22someone wouldn't read your copy. So
8:50:24removing the negatives, getting rid of
8:50:26the fluff, the dead stuff. Creating
8:50:29curiosity is giving them a reason why
8:50:31they would read your copy. So adding in
8:50:34the positives, adding in the spice. So
8:50:37now that your copy is concise, let's add
8:50:40in the flavor of curiosity.
8:50:43And technically, you'd probably add in
8:50:44curiosity first, but for the sake of
8:50:46this module, they're flip-flopped. But
8:50:48you get the point.
8:50:50Curiosity is one of the most powerful
8:50:52motivators for holding attention and
8:50:54creating action.
8:50:57So
8:50:59curiosity
8:51:02leads to action and you're trying to
8:51:03create action.
8:51:06It's the reason you click on thumbnails.
8:51:08It's the reason you watch murder
8:51:09mysteries and shows. It's the reason you
8:51:11keep reading great copy all from
8:51:13curiosity.
8:51:15So when we create curiosity, what we're
8:51:17doing is we're introducing a knowledge
8:51:19gap, a mental itch that your reader has
8:51:23to scratch.
8:51:25So, you felt this a million times a day.
8:51:27Probably if you open up short form
8:51:31and you see the start of a reel and next
8:51:33thing you know, you don't even know what
8:51:34happened the next minute. You're just
8:51:35watching this reel that you had no
8:51:37business watching. It's because they
8:51:39created a mental itch and you didn't
8:51:40want to leave the screen until it got
8:51:42scratched.
8:51:44And it's called a knowledge gap because
8:51:46you're you're proposing a gap between
8:51:48the information they currently know and
8:51:51the information they need to know.
8:51:54And when we're selling, the information
8:51:56they need to know is usually around
8:51:58getting their desired outcome.
8:52:01That's very important, and we'll talk
8:52:02about this more in a second.
8:52:06But curiosity happens when your audience
8:52:08knows just enough to feel like they're
8:52:11missing something important.
8:52:13So your job as a marketer is to grab
8:52:16their attention by creating that gap in
8:52:19the knowledge and then hold their
8:52:21attention by not closing it too soon.
8:52:25And for entertainment, you can create
8:52:27curiosity using anything intriguing
8:52:29whether it's useful or not. This is
8:52:32Instagram reels. This is Tik Tok.
8:52:35You're curious to see what to see what
8:52:37happens just because you're curious.
8:52:39Like there's no problem there. like you
8:52:41just literally are entertained.
8:52:44But for selling, you create curiosity
8:52:47using their desired outcome as leverage.
8:52:51We'll go over more examples in a second,
8:52:53but
8:52:55here's an example for entertainment. So,
8:52:57this is Veritasium's channel.
8:52:59Why are there 96 million black balls on
8:53:02this reservoir? Does this have anything
8:53:04to do with you making money? No. You're
8:53:07just bored. and you see this thumbnail
8:53:09and you're like, "Well, frick. Why are
8:53:11there?" And so you click on it because
8:53:13you want to figure out the question. It
8:53:15introduced a gap.
8:53:18You understand that 96 million is a big
8:53:21number. You understand that black balls
8:53:23are a weird thing.
8:53:26You you kind of understand what a what a
8:53:28reservoir is. Oh, I crack myself up. So,
8:53:31you have this knowledge already, but
8:53:33there's this missing knowledge of why
8:53:35are these things all put together? Why?
8:53:37Why are there so many black balls on
8:53:39this reservoir? And so, guess what? You
8:53:41click on the video because you want to
8:53:43fill in that gap.
8:53:45These are the asteroids to worry about.
8:53:50This one actually has a little bit of
8:53:52problem solving in it because you don't
8:53:55want to die. And so, you're like, "Well,
8:53:56which asteroid should I be worried
8:53:57about?" Does it actually solve a
8:53:59problem, though? Because what what can
8:54:00you do about an asteroid? Freaking
8:54:02nothing, bro. You're out here trying to
8:54:03write emails.
8:54:05But it's curiosity.
8:54:08All these things are very very
8:54:09curiosityinducing. And you see how I
8:54:11mean it resonated. 40 million views plus
8:54:14on every single one. It's all about
8:54:17creating that mental itch. So the mental
8:54:20itch that Veritassium creates with his
8:54:22thumbnails is so strong that tens of
8:54:25million people are willing to trade an
8:54:27action, meaning clicking the thumbnail,
8:54:30investing their time just to scratch
8:54:33that itch. So, they'll trade the action,
8:54:36clicking the thumbnail to scratch the
8:54:38itch of I want I want to I want to
8:54:40answer this question. Why is there so
8:54:42many balls in this reservoir?
8:54:45And by slowly releasing more information
8:54:48throughout the video, he holds the
8:54:50attention of his viewers and then
8:54:52finally answers the questions at the
8:54:53end, filling the knowledge gap,
8:54:55satisfying the edge.
8:54:57That is how a good entertaining YouTube
8:54:59video works.
8:55:02But what about selling?
8:55:05Once again, for entertainment, you can
8:55:07use anything to create intrigue. You're
8:55:09just trying to entertain someone. But
8:55:11for selling,
8:55:13you want to create curiosity using their
8:55:15desired outcome as leverage. That's the
8:55:18thing they want to get to that they have
8:55:20to use your information to do it. A good
8:55:23example is Iman Godzi's One Thing promo.
8:55:25I've linked this video. It's It's
8:55:27actually deleted, but someone
8:55:28re-uploaded it. You can check it out.
8:55:31But here's the intro.
8:55:34Have you ever looked at all these people
8:55:36online and ask yourself, how do they get
8:55:38so rich?
8:55:40And then he goes into like this like
8:55:42cinematic sequence
8:55:45of like this question. So he like bakes
8:55:47this question into your brain. How do
8:55:49they get so rich?
8:55:51That's how he creates the gap. You are
8:55:53not rich. These people are rich and you
8:55:56want to be rich, but there's something
8:55:57in the middle that you're not realizing.
8:55:59He's already opened the gap in the first
8:56:02sentence.
8:56:04It's a skill set.
8:56:06I have to give that out. Most people
8:56:08live like slaves. Personal experience.
8:56:10There's one specific thing. So, to make
8:56:13this more look like actual copy, this is
8:56:15just a transcript from JBT.
8:56:19But he immediately says there's a
8:56:21difference between where you're at and
8:56:22where you want to be. It's because of
8:56:24this one thing.
8:56:27And that one thing is going to lead you
8:56:29down the sales message. Because if you
8:56:31don't read this sales message, you're
8:56:32never going to unlock the riches that
8:56:35you want.
8:56:36That's how we use curiosity for selling.
8:56:39And we'll go over how to do that right
8:56:41now. So, how do we use these concepts in
8:56:43our own marketing? Well, the first step
8:56:45is we want to create a knowledge gap by
8:56:48directly or indirectly posing a question
8:56:51or problem that your audience wants to
8:56:53know the answer to.
8:56:55So, in copyrightiting, we typically do
8:56:57this by showing them how they're missing
8:57:00something, some secret or hidden
8:57:02information that they need to achieve
8:57:05their desired outcome.
8:57:07There's a lot of creators who end up
8:57:09getting a lot of attention, but they're
8:57:11still broke because the way they get
8:57:13attention is by just using random stuff
8:57:16to create curiosity.
8:57:18to attract people who want to pay to
8:57:20solve a problem. You use their problem,
8:57:23their their dream outcome as leverage.
8:57:25That's how you create the curiosity.
8:57:28So, you don't see Iman out here making
8:57:30like
8:57:31weirdo, you know, trick shot
8:57:33compilations and trying to see, oh, is
8:57:35the ball going to go in? Like, no, he's
8:57:37out here talking about, hey, there's one
8:57:39thing you need to get rich and you don't
8:57:40know it. He's leveraging what you want
8:57:43for you to to consume his sales message.
8:57:46So, the best way to kind of visualize
8:57:48this is you have current knowledge where
8:57:51you're at. You have a dream outcome. And
8:57:54that dream outcome is locked behind your
8:57:56secret or hidden information that you
8:57:58had that's in your sales message that's
8:58:00in your real or your lead magnet,
8:58:02whatever it is you're trying to to sell.
8:58:05And that question mark lock is
8:58:08separating them from where they are now
8:58:10to where they want to be. And they can
8:58:13unlock this lock by taking the action
8:58:15you want them to take. By watching the
8:58:17video, by consuming the sales measures,
8:58:19by check out the VSSL, by booking a
8:58:20call,
8:58:23you're leveraging their dream outcome to
8:58:25get them to do whatever you want them to
8:58:27do to watch the video, open the email,
8:58:29whatever. And this could be done
8:58:31directly or indirectly.
8:58:34So, an example of a more indirect method
8:58:36would be when we looked at the data, we
8:58:38noticed something weird that completely
8:58:40changed our marketing forever. Let me
8:58:42explain. So something weird is that
8:58:45purple thing, but you didn't just flat
8:58:48out say you had some hidden information.
8:58:49You you just said that you you noticed
8:58:51something. It's always around a thing.
8:58:53There has to be some kind of hidden
8:58:55mechanism or secret info
8:58:58versus more direct. This is like kind of
8:59:01like the Eman.
8:59:03There's one secret technique that could
8:59:05quite possibly double the returns from
8:59:07your marketing efforts. So indirect is
8:59:09like we found something that's kind of
8:59:10mysterious. there's this thing that'll
8:59:12help you. Direct is saying, "Hey, I've
8:59:14got this secret thing and it'll help you
8:59:17get what you want."
8:59:19As always, which route you take should
8:59:21depend on your audience's specific
8:59:23conditions. So, use your critical
8:59:25thinking skills. Which approach do you
8:59:28think would work best for your for this
8:59:30specific campaign, for that specific
8:59:32type of copy?
8:59:34Is it indirect, more like a story, more
8:59:36like, oh, we just happen to find this
8:59:38thing? or is it more direct? Like, I've
8:59:40got this thing and you need it.
8:59:42So, let's go over some tactical ways you
8:59:44can do this. Now, don't get overwhelmed
8:59:46by these. I know you It's funny because
8:59:48you guys love tactics and you hate
8:59:50tactics. You want tactics because it
8:59:52gives you something useful. You feel
8:59:54like it's easily productive. But when
8:59:56you get too many, you don't know what to
8:59:57do. So, I'm just going to tell you all
8:59:59these, but come back to them later. You
9:00:01don't have to use these right now. I'm
9:00:03going to put this in a very simple
9:00:04checklist at the end of this module. So,
9:00:06don't worry. But I want to give you
9:00:08options to give you some some things
9:00:09that will help you start some ideas. And
9:00:11you could feed these into chat GBT using
9:00:13your specific conditions to kind of
9:00:15create some hooks. But once again, Chad
9:00:17GBT sucks at writing copy, but it's
9:00:19great at giving you ideas. And you, if
9:00:21you're great at writing copy, can make
9:00:23great stuff from the Chad GBT nonsense.
9:00:27So number one, a glimpse of a solution.
9:00:30This is where you give them a glimpse of
9:00:31something they don't know, but they need
9:00:33to know.
9:00:34So, most people are one sentence away
9:00:36from doubling their prices.
9:00:39There's a reason your emails aren't
9:00:40getting open, and it's not what you
9:00:42think. So, we're hinting out something,
9:00:45some hidden information.
9:00:47Next, ask a pro provocative question.
9:00:51What if everything you knew about about
9:00:52productivity was wrong?
9:00:54Why are seven figure coaches using this
9:00:56ugly landing page? So, it's curious
9:01:00question. You're like, I don't know why.
9:01:02I do want to figure it out.
9:01:04Number three, contradiction/p paradox.
9:01:07Flip the expectations. Say something
9:01:09that sounds wrong but is actually right.
9:01:12We stopped posting content and grew
9:01:14faster.
9:01:16How our worst performing ad made the
9:01:18most money.
9:01:20So the curiosity is in how did that
9:01:21happen? Because it's the opposite of
9:01:23what you think should happen.
9:01:25You see this a lot on thumbnails these
9:01:27days
9:01:28where it's like how to how to grow your
9:01:30YouTube channel and it's like stop
9:01:31posting content.
9:01:33It's a paradox, contradiction. People
9:01:36want to figure out, well, how's that?
9:01:37How's that happen?
9:01:40Four, open a loop, a story loop, a
9:01:43cliffhanger. So, start a story or
9:01:44insight, but don't finish it. I was two
9:01:47days away from quitting and then this
9:01:48happened. We tested five headlines. One
9:01:52crushed the rest, but it shouldn't have.
9:01:55So, there's a cliffhanger there. You
9:01:57want to know what what's how why didn't
9:01:59why why why how did it crush when it
9:02:01shouldn't have. Number five, imply a
9:02:04hidden secret.
9:02:06Nobody talks about this part of
9:02:07freelancing, but it matters more than
9:02:09your skill. We discovered something
9:02:11weird buried in this data.
9:02:13Shock or surprise? Pattern erupt.
9:02:17We deleted 30% of our list and made more
9:02:19money. This is what happens when you
9:02:21drink seven copies before a sales call.
9:02:24You want to figure out what what what
9:02:26does happen. Number seven, tease the
9:02:28result but not the how. So he went from
9:02:30zero to 10K a month in 43 days. You see
9:02:32this a lot in testimonial emails or in
9:02:34testimonial videos. This one strategy
9:02:37added 1,200 subscribers overnight. So
9:02:40you talk about the strategy and because
9:02:42this is such a big result, you want to
9:02:43know how did that strategy get that
9:02:45result.
9:02:47Number eight, use odd or specific
9:02:49details.
9:02:51So very random or hypersp specific
9:02:54things kind of pull our brain in.
9:02:57So how a Ukrainian bakery helped us fix
9:02:59our onboarding process. You're like
9:03:02what? That's odd. The $7 PDF that made
9:03:06us $100,000.
9:03:08You're kind of like it's kind of
9:03:09contradictory. A lot of these kind of
9:03:11tie in together,
9:03:13but you know you know what I'm saying.
9:03:15Nine. Turn the mirror on the reader. Are
9:03:18you unknowingly pushing leads away? If
9:03:20you had to sell 10 times more tomorrow,
9:03:22would you know what to change? So asking
9:03:25them, which leads to them seeking
9:03:27clarity. Number 10, call out mistakes or
9:03:30hidden problems. If you're writing
9:03:32emails like this, you're leaving
9:03:33thousands on the table.
9:03:36Use incomplete comparisons.
9:03:39So this is when you make an analogy,
9:03:42um, but you don't explain it all the
9:03:43way. So like, think of it like a gym,
9:03:45but for closing clients. This salesunnel
9:03:47works like Netflix, but better. You're
9:03:50like curious. Well, Netflix is great.
9:03:53Like, how could this be better than
9:03:54Netflix? How is a sales fun like
9:03:55Netflix? You you it instantly
9:03:58spawns in all these questions.
9:04:01All of these are all about creating a
9:04:03question in the reader's mind. It's the
9:04:05gap. The question is is is the gap
9:04:08between what they know, what they want
9:04:10to know.
9:04:13Taboo or forbidden framing implies
9:04:16something edgy or off limits.
9:04:19this persuasion trick, ban from TV ads.
9:04:22This was so aggressive, Facebook almost
9:04:24banned our account. This actually worked
9:04:26on me as a kid. Uh there was this driver
9:04:30when it comes to playing golf. It was
9:04:32banned from the PGA tour. So, of course,
9:04:35me not being on the PGA and wanting to
9:04:37crush all my friends with the longest
9:04:38drive possible, I really wanted that
9:04:41driver because it was forbidden from the
9:04:43PGA. So, it must be crazy good.
9:04:4613. Use numbers without context. So
9:04:48quantify the outcome, but leave the why
9:04:50unanswered. Seven reasons why we stopped
9:04:53running retargeting ads. 22K in one day,
9:04:55and it wasn't even a launch.
9:04:5814. Visual curiosity triggers. This is
9:05:01for videos, for thumbnails, for ads,
9:05:03whatever. Out of context screenshots,
9:05:05weird expressions, blurred out faces,
9:05:07censored text, split screen contrast.
9:05:10This is just visual curiosity. How do
9:05:12you pose the question visually?
9:05:1415. Time bomb framing imply that
9:05:18something big is actively unfolding or
9:05:20it's on the clock. So, we only have four
9:05:22days to make this work. We're losing
9:05:24$1,000 a day until we fix this.
9:05:28And then you could just use curiosity,
9:05:30you know, words and phrases. Weird
9:05:32trick. No one talks about this. What
9:05:34happened next shocked us. Insider secret
9:05:36lesson. Stupidly simple. Almost gave up.
9:05:39This blew my mind. The internet lied to
9:05:41you.
9:05:43You get the point. All
9:05:45right. So, once you've grabbed someone's
9:05:47attention by creating the curiosity gap,
9:05:49you now need to hold on to it while
9:05:52delivering your sales message and moving
9:05:53them through your funnel.
9:05:56This is extremely important. In fact,
9:05:58this is like the secret to really a
9:06:01great sales message or a great YouTube
9:06:03video, whatever you're trying to do.
9:06:05And everything you've learned so far in
9:06:07the entire course is going to affect
9:06:09this. So, how well you hit specific
9:06:12conditions,
9:06:13how well you've crafted your problem
9:06:15chain,
9:06:16how well you use text and subtext, it's
9:06:18all going to
9:06:21affect this, but I briefly want to cover
9:06:24like how this is done through the
9:06:26concepts in this module. So, curiosity.
9:06:29So the two main variables in holding
9:06:31attention when it comes to curiosity
9:06:35is number one how compelling your hook
9:06:38your knowledge gap is.
9:06:40So that question that you've raised in
9:06:43their minds
9:06:45how intriguing is it?
9:06:48How deep did you dig the hook?
9:06:52And once that gap is created, how much
9:06:54would someone be willing to pay to
9:06:57scratch that mental itch?
9:07:00So, it's always on a spectrum.
9:07:05If you look at YouTube thumbnails, the
9:07:07one you click on on your home screen
9:07:10is usually the one that has created the
9:07:12deepest hook,
9:07:15the one that you can't wait to click on.
9:07:16You got to click on it now. It has to be
9:07:18first.
9:07:20And so whatever you're doing, ask
9:07:22yourself, how can we create a more
9:07:24compelling knowledge gap?
9:07:27Example that we used to use for our
9:07:28YouTube videos is, would someone pay
9:07:31$100 for this video if it delivered on
9:07:34the promise of the title and thumbnail?
9:07:38And so when we had a title and thumbnail
9:07:41that was so curiosityinducing
9:07:44that someone would pay a hundred bucks
9:07:46if it actually solved the question it
9:07:48posed, that's when we knew we had a
9:07:50banger
9:07:53because you understand your hook is very
9:07:54deep at that point if someone's willing
9:07:56to pay this much to solve the gap.
9:07:59And two, this is so so important. is the
9:08:03pace at which you release information.
9:08:07And so to hold someone's attention once
9:08:08you have it, you have to drip feed them
9:08:11information,
9:08:13making them feel like they're
9:08:14progressing closer to closing the gap,
9:08:17to getting that big payoff, the answer.
9:08:21If you give away too much too fast, they
9:08:24feel like they got the answer already
9:08:26and they'll move on.
9:08:28But if you give away too little, too
9:08:30slow, they'll get bored and unmotivated
9:08:33and they'll move on.
9:08:36You have to balance
9:08:38giving them the information to keep
9:08:40stringing them along towards that goal.
9:08:45You have to balance being unexpected.
9:08:47If you have too much chaos, they'll get
9:08:50confused and they'll get lost and
9:08:52they'll click off.
9:08:53But a great plot twist or a pattern
9:08:56erupt is a great way to re-engage
9:08:58people.
9:08:59It's all about balance.
9:09:03This is something that Mr. Beast has
9:09:05really mastered.
9:09:07It's why he gets so many views is
9:09:10because his specific conditions
9:09:12basically meaning like you know brain
9:09:15dead humans everywhere.
9:09:17He's figured out the perfect pace at
9:09:20which he progresses the story to where
9:09:22it's not too fast where it overwhelms
9:09:25people and they click off, but it's not
9:09:27too slow where people get bored. It's
9:09:28the perfect pace.
9:09:31This is so key. So, the key to holding
9:09:34attention is number one, creating a
9:09:37powerful curiosity gap that they have to
9:09:39solve
9:09:41and then giving them just the right
9:09:43amount of information at the correct
9:09:44speed to keep them engaged.
9:09:48And a simple example of this is murder
9:09:50mysteries.
9:09:51Think about how a murder mystery works.
9:09:54I love these things, by the way. I love
9:09:56love murder mysteries.
9:09:58It starts by opening a juicy loop,
9:10:01dramatic
9:10:03question that you want solved. Who did
9:10:05it?
9:10:07Who did this murder?
9:10:09As it progresses, you're given more and
9:10:12more clues that lead you closer to the
9:10:16big payoff,
9:10:18but you're not given too much clues to
9:10:20where you know who it is. You're given
9:10:23just enough to start posing more
9:10:25questions in your head, and you have a
9:10:27suspect, but you don't know if it's 100%
9:10:29them yet. You're also hit with
9:10:32unexpected turns along the way, which
9:10:35make you rethink the assumptions you've
9:10:37already made.
9:10:39So, just when they give you all these
9:10:40clues and you think, "Man, I think I
9:10:43know who it is." That's when the murder
9:10:45mystery hits you with a a turning point.
9:10:47You're like, "Oh crap, it couldn't have
9:10:49been them." And now you got to rethink
9:10:52all those assumptions you just made and
9:10:54you're so you're engaged or you're
9:10:56locked in.
9:10:58And it ends with a a juicy epic payoff
9:11:01as the murderer is exposed and your
9:11:03mental itch is scratched.
9:11:05Your copy should feel similar.
9:11:09The biggest mistake I see beginners make
9:11:12when it comes to curiosity is you give
9:11:15away too much information too fast.
9:11:19This is something that I screwed up so
9:11:20much in my early career.
9:11:23I was so scared of being quote unquote
9:11:25salesy that I would give away everything
9:11:28immediately.
9:11:29And I would sit there and wonder, "How
9:11:31come people don't buy my stuff? How come
9:11:32people aren't watching my videos? How
9:11:33come people aren't this? Because if I
9:11:36hooked them in the title and thumbnail
9:11:37and then give away the answer to
9:11:39whatever I hooked them with in the first
9:11:415 seconds, why would they watch the rest
9:11:43of the video?
9:11:45You see, people love mystery.
9:11:48Don't give everything away immediately
9:11:50because you're scared of being salesy.
9:11:52String them along just enough to keep
9:11:54them intrigued and excited to change
9:11:57their beliefs, sell them your awesome
9:11:59product, and change their life.
9:12:02Now once again, how much to change each
9:12:05variable completely depends on the
9:12:08specific conditions of your audience and
9:12:12the consumption patterns of the medium
9:12:15of your copy. Let me make this very
9:12:17clear.
9:12:19Example, you've got an 18-year-old
9:12:22watching an Instagram reel.
9:12:24He's going to need more concise
9:12:26information, faster pace to stay to stay
9:12:29engaged
9:12:31versus you have a 50-year-old reading a
9:12:33sales letter they received in the mail.
9:12:37You can release information a lot
9:12:39slower,
9:12:41different specific conditions, different
9:12:42medium of copy.
9:12:44And what's very important is that same
9:12:4618-year-old can go to a movie theater
9:12:50and watch a movie where information is
9:12:52released a lot slower.
9:12:56All because of the frame they're in when
9:12:58exposed to that copy. So when you're
9:13:01scrolling through TikTok, your brain is
9:13:03in a very like
9:13:06hyper ADHD state. You expect to just
9:13:09keep scrolling. And so watching a
9:13:11two-minute Tik Tok feels like eternity.
9:13:14But if you watch two minutes into a
9:13:15movie, it feels like nothing. You're the
9:13:17same person. But it's all about
9:13:19expectations and the frame you're in
9:13:21when you're consuming that information.
9:13:24So, as always, use your critical
9:13:26thinking skills based on the principles
9:13:29you've been taught throughout this whole
9:13:30course. Don't just start willy-nilly
9:13:32slinging stuff out there. Think. Think.
9:13:36And to tie everything together, let's
9:13:38take a look at how I leverage this
9:13:41principle in one of my successful sales
9:13:42pages.
9:13:44My mouse died. Let me pull it back up.
9:13:46Here we go. DPS.
9:13:50As you can see, headline, how anyone can
9:13:54master the art of digital persuasion. I
9:13:56made this word up, so no one knows what
9:13:58it is yet. It's curiosityinducing.
9:14:01I made this much after I learned this
9:14:03skill. Have you ever wondered why does
9:14:06it seem like everyone's making money
9:14:07online except me? I've tried everything,
9:14:09but nothing is working. What's the real
9:14:12secret?
9:14:13Do you see what I did here? I literally
9:14:15opened up that gap immediately. As soon
9:14:17as I start the sales page, we
9:14:19immediately do this. I immediately say,
9:14:22"Here's what you know. Here's what you
9:14:24want to do. And there's something
9:14:25secret."
9:14:29This same secret allowed me to make this
9:14:30much. And to be honest, it's not even a
9:14:33secret. It's very simple.
9:14:36This right here feels like you're
9:14:38getting new insights, like I'm I'm
9:14:40teaching you more. But am I actually
9:14:43showing anything? No.
9:14:46Despite what the gurus have told you,
9:14:48making money online is not about this.
9:14:52You feel like you're getting value.
9:14:54You're learning something. But have you
9:14:56learned at all what the secret is I'm
9:14:58talking about? No.
9:15:00I'm talking about what it's not, which
9:15:02makes you even more curious to what it
9:15:04might be.
9:15:07And here I talk about
9:15:09you haven't learned the most valuable
9:15:11skill.
9:15:13So, they still don't know what the skill
9:15:14is. I'm giving away a little bit of
9:15:16information slowly.
9:15:19Trust me, I learned this the hard way.
9:15:21Curiosity. I'm opening another loop
9:15:23here. What did he learn the hard way?
9:15:25What is the hard way? What happened?
9:15:28I was in a dark place.
9:15:30You see how I'm opening loops? I'm
9:15:31starting stories. It's It feels very
9:15:34murder mysteryesque.
9:15:36I'm asking more questions. What if I
9:15:38never make money online? Those were dark
9:15:40days.
9:15:42Now I'm talking about actually coming
9:15:43across this skill.
9:15:46And here I'm I'm just slowly giving more
9:15:49information that's concise, that's juicy
9:15:52without giving it all away immediately.
9:15:56I literally could have taken this right
9:15:57here, right?
9:16:01If you combine persuasion with the power
9:16:03of the internet, you can persuade people
9:16:04at scale. I could have that could have
9:16:07been the first sentence. I could have
9:16:08given it away immediately, but I didn't.
9:16:10I withheld the information. I built the
9:16:13curiosity. I gave them more context. I
9:16:16entertained them. They learned more
9:16:18about me. So, by the time I tell them
9:16:20this, they're actually ready to believe
9:16:22it.
9:16:25Crazy stuff, man. Crazy stuff.
9:16:28So, that just shows you a little example
9:16:29of how to how I literally did this with
9:16:32my sales page. I did like 90K in couple
9:16:35months. No, more than a couple, but like
9:16:38we were doing 20K a month with this for
9:16:40like three, four months straight, which
9:16:41is crazy before I shut it down. All from
9:16:44one good sales page and using these
9:16:46concepts.
9:16:49So, since this module, like I said, is
9:16:52very tactic heavy, it can feel a bit
9:16:54overwhelming at first. And to combat
9:16:56this, me and Virgil, shout out to
9:16:58Virgil, had the idea of making a simple
9:17:01checklist that you can use to add this
9:17:03into whatever you're writing. So, once
9:17:06again, you're not going to master this
9:17:07overnight. It takes time. But the first
9:17:09step is knowing that this even exists,
9:17:11which is why I'm making this module.
9:17:14Let's go over a simple checklist that
9:17:15you can use to increase any copy you're
9:17:17writing.
9:17:18Number one, have you simplified your
9:17:21copy as much as possible? Simple
9:17:23language, simple examples. Have you
9:17:26stuck to the one big idea?
9:17:29Are you using as few words as you
9:17:31possibly can?
9:17:34Number two, is your copy as entertaining
9:17:36as possible? Does it appeal to their
9:17:39emotions and desires? Does it use visual
9:17:42concrete language?
9:17:45Is it easy to read slashformatted well?
9:17:48Have you avoided all the technobabble,
9:17:50all the crazy specific technical stuff?
9:17:54Number three, are your claims
9:17:55believable? Is your proof solid? Do your
9:17:59claims match your audience's current
9:18:01belief of what's possible? Very
9:18:03important.
9:18:05Number four, have you created a
9:18:06compelling knowledge gap to hook your
9:18:09audience?
9:18:10What question are you trying to imply?
9:18:14Is that question juicy to your audience?
9:18:17and doesn't feel like they have to know
9:18:19the answer.
9:18:21If you have not created this feeling,
9:18:23you're doing something wrong in your
9:18:24copy.
9:18:26They must feel compelled to keep
9:18:28watching, keep reading to figure out the
9:18:30answer.
9:18:32Number five, are you releasing clues to
9:18:35the question at the right pace?
9:18:40So once you've created this question,
9:18:43are you drip feeding them information at
9:18:45just the right pace? So does this rate
9:18:48of release fit the medium your copy is
9:18:50on? So for example, faster for short
9:18:53form, a little bit slower for long form.
9:18:57Does the rate the rate of release fit
9:18:58the audience you're targeting? I.e.
9:19:01faster for youngsters, slower forks.
9:19:05Once again, it's all specific
9:19:06conditions.
9:19:08Number six, do you have any tasteful
9:19:10plot twists or pattern interrupts to
9:19:12increase engagement?
9:19:15Do you remind them of that question
9:19:17throughout your video to keep them
9:19:19hooked?
9:19:21So, if you see in the sales page, you'll
9:19:22see me talk about over and over again.
9:19:27the skill that made me this much in one
9:19:29month.
9:19:33The most valuable skill,
9:19:36the secret allowed me to do this much.
9:19:38So, I'm constantly reminding people that
9:19:40there's a lot at stake here. You have to
9:19:42read this message if you want to make
9:19:43money online.
9:19:45And you'll watch watch any of the
9:19:47biggest YouTubers
9:19:49and watch how after the first 15 to 30
9:19:51seconds, they will remind people of
9:19:53what's to come at the end of the video.
9:19:56they'll rehook them.
9:19:58And once again, use this sparingly. It's
9:20:00always a balance. If you do nothing but
9:20:02remind them of this hook, they're going
9:20:04to get bored and leave. But if you
9:20:06remind them at just the right point
9:20:08where they might be kind of disengaging,
9:20:10they remember why they're here in the
9:20:12first place and they're rehooked.
9:20:15So, as always, use the hyperarning
9:20:18cycle, right? Feel free to use these
9:20:21questions to break down other people's
9:20:24copy and study how they've used these
9:20:26concepts.
9:20:29Yeah, guys, hope you enjoyed this one.
9:20:30This one was really fun to make and
9:20:33honestly not something I've covered a
9:20:34whole lot up to this point, but this is
9:20:36very, very important. And if you don't
9:20:38know anything else, this isn't as
9:20:39important, but now that you guys have
9:20:41this insane foundation of really strong
9:20:43marketing fundamentals, this becomes
9:20:46very powerful. So, hope you guys
9:20:48enjoyed. And as always, quick reminder,
9:20:50if you want me to crank out more modules
9:20:52like this one, and even better, let me
9:20:54know any wins, any breakthroughs you
9:20:55had, any thoughts you have on this
9:20:57module or the entire course in the
9:20:59course wins channel in the Discord. And
9:21:01uh it gives me energy to know that these
9:21:04modules are helping people. So, love
9:21:06you'all and I'll see you all in the next
9:21:07one.
9:21:12[Music]
9:21:19Ladies and gentlemen, it has been over a
9:21:21year in the works, but here we are, the
9:21:25final module in the copyrightiting 101
9:21:27course. Welcome to synthesis. Got my
9:21:31copy hoodie on for the good vibes.
9:21:34In this module, we're going to cover how
9:21:36to implement everything you've learned
9:21:38throughout this course together to see
9:21:41insane results with your copy. This is
9:21:43like the cherry on top. This is tying
9:21:45the bow on the gift.
9:21:48In this mod, we're going to take
9:21:49everything we've talked about and piece
9:21:51it all together into a very tactical,
9:21:54useful list that you can use to just
9:21:57make some money and help some people.
9:22:00So, I hope you're excited. I'm freaking
9:22:01lit. I got a whole thing of coffee down.
9:22:03Already recorded four videos this
9:22:05morning. We are on 10. So, what a better
9:22:07time to record this module. Let's
9:22:09freaking do it.
9:22:12Disclaimer, I highly recommend watching
9:22:14every previous module before watching
9:22:16this one because like always, we're
9:22:19going to be building on the concepts
9:22:20we've learned before. If you haven't
9:22:22gone through those modules, then this
9:22:23module will be pretty worthless to you.
9:22:25But if you have gone through every
9:22:27single module, this is going to be a
9:22:29freaking powerhouse for your copy. So,
9:22:32let's get into it.
9:22:34The goals of this video are simple.
9:22:36There's two of them. The first goal is I
9:22:38want you to leave this module with a
9:22:41simple yet practical way to start
9:22:43implementing the principles you learn
9:22:45for every piece of copy you write.
9:22:49So, you've learned all these first
9:22:50principles. You've got all this stuff,
9:22:52but I want you I want it to be useful
9:22:54for every piece of copy you write going
9:22:56forward.
9:22:58Goal number two, I want you to leave
9:23:00this module knowing exactly what skills
9:23:02and what type of copy to focus on
9:23:04learning and how to learn them to
9:23:07achieve whatever outcome you want in
9:23:09life.
9:23:10Now this module is going to seem a
9:23:12little bit overkill meaning meaning
9:23:14we're going to go into depth cover every
9:23:16detail how you can apply everything but
9:23:19this should become subconscious over
9:23:21time.
9:23:23So all the great copywriters go through
9:23:25a checklist similar to this in their
9:23:27head. It's just subconscious and that's
9:23:30what this will become for you as you go
9:23:33through this manually. It'll soon become
9:23:35subconscious to you over time. That's
9:23:37the whole point.
9:23:39So to achieve goal number one of this
9:23:41module, I've compiled the first
9:23:43principles you've learned throughout
9:23:44this course into a tactical checklist
9:23:47you can use to enhance every piece of
9:23:49copy you write.
9:23:52Until you become extremely confident in
9:23:54your writing, I highly suggest that you
9:23:56use this checklist as you write
9:23:58everything.
9:24:00So your first couple months writing, I
9:24:02want you to just literally live off of
9:24:04this checklist. No matter what you
9:24:06write, run it through this to make sure
9:24:08you're not missing anything.
9:24:11Because honestly, the results in copy
9:24:15doesn't come from being like insanely
9:24:17good at one principle. It's just by
9:24:20having all of them there and doing them
9:24:22well. That's what gets you the majority
9:24:24of the results.
9:24:26It's kind of like a bucket. If you have
9:24:27any holes in your bucket, it's going to
9:24:30be hard for you to make money. Same with
9:24:32these principles. If you're missing any
9:24:34of them in your entire sales message,
9:24:35it's going to be very hard for people to
9:24:37get through your funnel and make it to
9:24:38the end and buy the stuff.
9:24:41So, starting off this checklist with
9:24:42phase one, foundations.
9:24:46Before you start writing, you need to
9:24:48have proper foundations.
9:24:51So, if you ever stuck on a Google doc
9:24:53just staring at it, it's probably
9:24:55because you haven't done the foundations
9:24:57yet.
9:24:58you don't have the basic understanding
9:25:00that you need to write this compelling
9:25:02piece of copy and you're sitting there
9:25:04blanking on the screen.
9:25:06So before you write anything, let's go
9:25:09through these questions so that you have
9:25:10a good understanding and writing will
9:25:12become easy.
9:25:15Number one, understand the specific
9:25:17conditions of who you're writing to.
9:25:21We talk about this a ton. If you don't
9:25:22know who you're writing to, how are you
9:25:24ever supposed to write a compelling
9:25:26piece of copy? it's going to be very
9:25:28hard.
9:25:30So the first step is specific
9:25:31conditions. Now obviously we have a
9:25:33whole module on this. It's the first one
9:25:35because of how important it is. But if
9:25:38you really have nothing to go off of,
9:25:40I've made a chat GBT script. Now hold
9:25:42on, hold on everybody. Pause. Don't get
9:25:45too excited.
9:25:47This script should only be used to
9:25:49start. You will not make millions by
9:25:52outsourcing all of your thinking. It's
9:25:54not how this works. But just to start, I
9:25:57have made you a research prompt, and
9:25:58it's actually really really good. I'm
9:26:01not gonna lie, it's it's pretty good.
9:26:04Disclaimer,
9:26:06this should only be used when getting
9:26:08started in a niche. Nothing, and I mean
9:26:11nothing, will replace your ability to
9:26:13critically think through these
9:26:14questions.
9:26:17Your understanding of the niche is the
9:26:18foundation of everything you write. Do
9:26:21not outsource this or you will fail over
9:26:23time.
9:26:25That being said, this can be a great way
9:26:27to get a quick and decent understanding
9:26:29of a brand new audience.
9:26:31This can be a good starting step, a good
9:26:34foundation.
9:26:36So, to use this prompt, all you have to
9:26:37do is replace your niche with your
9:26:40specific niche and paste it into
9:26:42ChatGBT.
9:26:44So, whoever you're writing to, be
9:26:47specific and tell ChatGBT exactly who
9:26:49you're writing to right here in this
9:26:51slot.
9:26:52copy the entire script and paste it and
9:26:56watch and see what happens. It is uh
9:26:58pretty pretty cool.
9:27:00So that's it for specific conditions. Um
9:27:03obviously
9:27:04like we talked about in that module,
9:27:06this is an iterative process and the
9:27:07more time you spend learning your niche,
9:27:10the more money you will make. It's
9:27:11really that simple over time. So do not
9:27:14just outsource this to chatbt. This is
9:27:16only for you newbies who just really
9:27:18need to take some action and get
9:27:20somewhere to start. Number
9:27:23two, what is the goal slashmicroaction
9:27:26of the specific piece of copy?
9:27:30So, whatever it is you're writing, what
9:27:32is that the outcome that you want? I
9:27:35know this sounds simple, but a lot of
9:27:37copywriters will start writing stuff and
9:27:39they'll forget why they're even writing
9:27:40it. They're just yapping. They're just
9:27:42talking to hear themselves talk.
9:27:45You're writing for action. Never forget
9:27:47that.
9:27:49So, what is the goal? What is the micro
9:27:51action? Is it to click the CTA? Is it to
9:27:55click the thumbnail?
9:27:57Is it to go to the next page, next part
9:27:58of the funnel, put in their email?
9:28:01What is the goal, the microaction of
9:28:03that piece of copy?
9:28:06So, the the microaction of the headline
9:28:08could be to watch the video, watch the
9:28:12VSSL.
9:28:14It's that simple. But you need to make
9:28:15sure you know exactly why you're writing
9:28:18this. Cuz how are you supposed to know
9:28:19how good your copy is if you don't even
9:28:21know what it's supposed to be
9:28:22accomplishing?
9:28:24It's simple, but even I overlook this.
9:28:26You know, you must need to realize what
9:28:28is the goal of this one specific piece
9:28:31of copy you're writing.
9:28:33Number three, what is the goal or the
9:28:36macro action of the entire system that
9:28:39this piece of copy is in?
9:28:42And so another mistake a lot of people
9:28:43have is they'll focus too much on this
9:28:47one little piece of copy and miss the
9:28:49the whole point of the big system.
9:28:53A good example of this is a YouTube
9:28:55title. Someone might could promise
9:28:57something crazy in the title and
9:28:59thumbnail. Clickbait, right? But if they
9:29:03don't actually deliver that stuff, will
9:29:06their YouTube system work? No.
9:29:09They might get views. So the title might
9:29:11have worked, but they're not going to
9:29:13build trust, not going to book any
9:29:14leads, not going to build any
9:29:15credibility or add value. The system
9:29:18failed, but the one piece worked.
9:29:21What matters more than the piece is the
9:29:23system, which is why question three is
9:29:25so important.
9:29:27What is the goal of the entire system?
9:29:31And you want to to make sure number two
9:29:33happens without compromising number
9:29:35three. That's the whole idea.
9:29:38Number four, are there any special rules
9:29:40of the environment that you must abide
9:29:41by? And so your copy is not just
9:29:45floating in in space somewhere. It's
9:29:48being deployed over on something.
9:29:51Excuse me.
9:29:55So whether you're writing an IG reel or
9:29:57a YouTube community post or a YouTube
9:29:59long form video or an email or a
9:30:01LinkedIn post, every single one of those
9:30:03environments have different rules,
9:30:06different things that your copy needs to
9:30:08abide by to do well on those platforms.
9:30:12Once again, the the best answer is the
9:30:15hardest one, which is do your own
9:30:16research.
9:30:18talk to people, test, figure out how do
9:30:20I write copy for this specific platform.
9:30:24But if you really have nowhere to start,
9:30:26I've made another Chad GBT prompt. Um,
9:30:29Chad GBT is is the goat.
9:30:33Like I said before, this will only give
9:30:35you a small basic understanding of the
9:30:36environment. Nothing will replace time
9:30:38spent in the environment. That being
9:30:40said, if you know nothing about the
9:30:42environment you're writing for, this is
9:30:44a great place to start.
9:30:46So to use this prompt, replace this with
9:30:49whatever platform environment you're on
9:30:51and then just paste this in chat GBT.
9:30:54I'll show you an example of uh what this
9:30:56spits out, but it's actually really
9:30:58really good. It's not bad at all. Really
9:31:00great place to start. So enjoy this
9:31:02prompt. Have fun with that, guys. Make
9:31:03sure this link is right. Yep, we're
9:31:05good. So pretty cool.
9:31:08Phase two, rough drafts.
9:31:11Now that you have all this precursor
9:31:13done, you're ready to actually start
9:31:15writing.
9:31:16The first step is what is the big idea
9:31:18of your copy? So before you write your
9:31:21copy, summarize your whole sales message
9:31:23in one sentence.
9:31:25And then ask yourself, is this one
9:31:27sentence simple, useful, and compelling?
9:31:30And if it's not, rewrite it until it is.
9:31:34What is your whole sales argument in one
9:31:36sentence?
9:31:38Number two, what is the main emotion
9:31:40you're you're pushing with this piece of
9:31:41copy? Is it new? Is it easy? Is it safe?
9:31:44Is it big?
9:31:46And is that the most compelling emotion
9:31:48for this piece?
9:31:52Maybe instead of pushing easy, you
9:31:54should be pushing big with this one.
9:31:57Or maybe instead of new, you should push
9:31:59safe because people you're targeting are
9:32:01very riskaverse.
9:32:05What is the most important emotion that
9:32:07you should be pushing and are you
9:32:08pushing that? Is it the main one? Three,
9:32:11what sections are needed in this piece
9:32:13of copy? So, break it down into
9:32:15sections. Do you need a headline, a
9:32:18lead, a body, a CTA, an offer stack, a
9:32:22price anchor,
9:32:24a story?
9:32:27If writing an email, is it subject line,
9:32:29preview line, hook,
9:32:32body, CTA?
9:32:34If you break it down into sections,
9:32:36it'll make it seem so much easier for
9:32:38you to write.
9:32:41Number four, write as much volume as you
9:32:43can without judgment. So once you have
9:32:45the sections, you got the big idea, you
9:32:47got the emotions, now you're ready.
9:32:48Writing should be way easier than
9:32:50staring at a blank piece of paper.
9:32:54So, write as much as you can. Just
9:32:57write.
9:32:58Don't think about it. Just feel the
9:33:00writing. Like, write what you're doing.
9:33:02Honestly, you could even speak into a a
9:33:06voice recorder and get it transcribed.
9:33:07That's a great way to kind of get some
9:33:09raw emotions out.
9:33:11But all you're trying to do is to
9:33:13capture the raw emotion that you're
9:33:15trying to convey to your person. That's
9:33:17that's it. You don't want to worry about
9:33:19spelling or none of that stuff. Just
9:33:21write write as much you can. I'm going
9:33:23to show you some great examples in a
9:33:24second. Number five,
9:33:29create as many rough drafts as you need
9:33:32until you feel the emotion come across.
9:33:37And the more important the piece of copy
9:33:39you're writing is, the more rough drafts
9:33:41you should write.
9:33:44If you're writing something that's like
9:33:45a weekly email, you don't have to do a
9:33:4715 rough drafts.
9:33:49But if you're writing a VSSL where all
9:33:51your traffic is going to go to and it's
9:33:54very important, you should have a ton of
9:33:56rough drafts,
9:33:58you should write as many as possible
9:33:59until you're like, man, this one feels
9:34:01good. There's there's some kind of raw
9:34:04emotion here that's that's great.
9:34:06This is kind of like making demos for a
9:34:08song.
9:34:11So before you go spend thousands of
9:34:13dollars recording a full song and
9:34:15getting it produced perfectly,
9:34:18you should make sure the melody doesn't
9:34:19suck.
9:34:21If the song isn't catchy, if it doesn't
9:34:23make you feel something with just a
9:34:25demo, just a person singing into a phone
9:34:26or whatever, there's no point in
9:34:28recording this masterful version.
9:34:31The same is true of copy.
9:34:34Look at it in stages. The first step is
9:34:37getting something melodic, getting
9:34:38something that really makes you feel
9:34:40first.
9:34:43Once you have that, you can move on to
9:34:45phase three, the refined draft. So, now
9:34:48that you have something that's in line
9:34:49with with the big idea, you're pushing
9:34:51the emotions, it's very emotional.
9:34:54How can you make the emotions more
9:34:56potent? So, how can you focus more on
9:34:59benefits, not features?
9:35:02Have you put in there how they feel
9:35:03about their current situation?
9:35:07How can you paint a more vivid,
9:35:09specific, and painful situations?
9:35:13Number two, how can you create trust
9:35:15using the 11 variables of likeness? So,
9:35:18this is a whole big list. You can see
9:35:19the module for more.
9:35:22But have you used those methods from
9:35:24that module to create trust?
9:35:27Let me fix that real quick.
9:35:31Number three, how can you change the
9:35:33text? So, not the meaning, but the
9:35:35actual words you're using to match you
9:35:38or your client's voice better.
9:35:42So, what words can you use that resonate
9:35:44more with that specific audience?
9:35:46How can you make the words more
9:35:48authentic?
9:35:50Number four, how can you make the hook
9:35:53lead angle more curious?
9:35:56So, ask yourself, what is the question
9:35:58that you're implying in their head?
9:36:00What's the big question, the big hook?
9:36:04But a different question be more curious
9:36:07or maybe you could tie more emotions to
9:36:09that question somehow.
9:36:12Number five, have you added urgency and
9:36:14scarcity? So see this module of course
9:36:16for more on that for all those tactics,
9:36:19but is there a feeling like they have to
9:36:20act now?
9:36:23Do they have to decide now or can they
9:36:25just procrastinate? Can they put it off?
9:36:29And finally, number four, the final
9:36:31draft. So, first you're just going to
9:36:34remove and fix anything confusing. So,
9:36:36obviously see that module for more
9:36:38in-depth steps. Number two, you're going
9:36:40to remove and fix anything unbelievable.
9:36:43Number three, you remove and fix
9:36:44anything boring.
9:36:46Number four is simplify and condense.
9:36:48Get rid of any lines that are fluff.
9:36:50Anything that you can condense or
9:36:52simplify, do it.
9:36:55Now that you have all this raw stuff and
9:36:57all the pieces are together, it's time
9:36:59to simplify it. Condense it. Make it
9:37:01nice and neat and easy to consume.
9:37:05Number five, which seems stupid, but is
9:37:07probably one of the most important steps
9:37:09in this entire sheet.
9:37:12Wait 24 hours.
9:37:15Sleep on it. Come back the next day
9:37:19and repeat this entire phase
9:37:22depending on how important the piece of
9:37:24copy is.
9:37:25So, if it's just a little piece of copy
9:37:27that's like a, you know, one and done
9:37:28weekly email, then you don't have to do
9:37:30this all the time. But if you're writing
9:37:33a cornerstone VSSL, a sales page, a
9:37:37massive, you know, video for YouTube,
9:37:40repeat this as many times as you can
9:37:43until it is like dialed.
9:37:47Obviously, there's nothing that's ever
9:37:48going to be perfect, so don't spend too
9:37:50long on this,
9:37:52but you should do this for at least a
9:37:54couple days if it's like a really big
9:37:55project.
9:37:57So, what I thought we would do, which
9:37:59would be very, very interesting, is why
9:38:01don't you watch me use this entire
9:38:04checklist to write a piece of copy
9:38:07selling this exact course?
9:38:12How crazy would that be? Well, I did it.
9:38:16So let's go through it guys. Over here
9:38:18we have synthesis live example. So the
9:38:20first step is foundations right? We
9:38:23talked about understanding who you're
9:38:24writing to which I obviously have a
9:38:26conditions deck. You guys have seen it
9:38:28in specific conditions but it's more
9:38:29just in my head. I understand you guys
9:38:31and who I'm writing to
9:38:34only because I've done nothing but write
9:38:36to you guys for over a year. So that's
9:38:38how I got that is a year's worth of
9:38:40work. Number two, what is the goal
9:38:43microaction?
9:38:45So, what we're going to do is we're
9:38:46going to write an intro for this course
9:38:49as like a free course YouTube video. So,
9:38:52I'm going to launch this course on
9:38:53YouTube for free, see how many views we
9:38:56can get,
9:38:58and write an intro for this thing right
9:39:01now. So, let's take a look. The goal is
9:39:03to get people to click and watch the
9:39:05full video. So, what we're doing here is
9:39:07the piece of copy is the packaging,
9:39:09meaning the the thumbnail, the title,
9:39:11and the intro. So, how do I sell people
9:39:14on watching the full thing? Because
9:39:16it'll be like 10 hours long.
9:39:19The macro goal of the system of my
9:39:22YouTube system is to attract people with
9:39:24the problem that I solve, provide
9:39:26immense value to them for free, and
9:39:29generate interest in our product being
9:39:30copy elite, and then get qualified
9:39:33people to book a call with our team so
9:39:34we can demo the product and see if
9:39:36they're a good fit and change their
9:39:38life.
9:39:40So, I can't just accomplish the small
9:39:43goal
9:39:46and shoot this goal in the foot. So, if
9:39:49I like paid people $10,000 to watch to
9:39:52the end of the video,
9:39:54it might not be the people who are
9:39:55qualified. It's a that's an extreme
9:39:58example, but you see what I'm saying?
9:39:59Like it the the micro goal has to I have
9:40:01to accomplish the micro without
9:40:03compromising the macro. And here's what
9:40:06Chad TBT said about the rules of
9:40:08YouTube. It's actually really good.
9:40:10Like, this is some solid stuff.
9:40:13You guys can check it out in this
9:40:14example if you really want to. But
9:40:17goes to show you, man, if you're smart,
9:40:18Chad GBT is an amazing tool. But if you
9:40:21try to outsource getting smart to Chad
9:40:24GBT, you're going to fail. You have to
9:40:27become the person who knows how to use
9:40:28this crap or else it's useless.
9:40:31And you do that by the things in this
9:40:33course. This is the entire course
9:40:35teaches you how to be an insane
9:40:36marketer.
9:40:38Phase two, rough drafts. So, what is the
9:40:42one big idea of your copy? What is the
9:40:44main emotion? What sections are needed?
9:40:47And then write volume.
9:40:49So, the big idea is this free course is
9:40:53unlike any other free course because
9:40:54you'll learn how to think, not just
9:40:56tactics.
9:40:59So, it's not crazy. U but you'll see
9:41:01kind of how I fleshed it out in the
9:41:02actual piece of copy. And the main
9:41:05emotion I was going for is big.
9:41:08So because this is going to be posted on
9:41:09YouTube for free,
9:41:12it's got to be different. There's
9:41:14already a lot of free courses out there.
9:41:16So just by making it a free
9:41:17copyrightiting course doesn't set it
9:41:20apart. It needs to have big there needs
9:41:22to be some FOMO involved. Like this is
9:41:24like this has never happened before.
9:41:28The sections of copy is we have the
9:41:29title, we have the thumbnail. It's like
9:41:31the stimuli on the thumbnail. We have
9:41:32the intro, the first 15 seconds. Then we
9:41:34have like the the lead, which is the
9:41:36full piece of copy, the first few
9:41:38minutes, and then urgency of scarcity
9:41:40kind of at the end. Those are the
9:41:42sections I need.
9:41:44Here are the rough drafts. And so we
9:41:46started out with just doing some
9:41:47research on other people who have made
9:41:49free courses, looking at my old videos
9:41:51that have performed well, looking at the
9:41:52branding on those courses, and writing
9:41:54down like what are the stimuli that have
9:41:56been proven titles for this type of
9:41:59video. So we made this list. what what
9:42:02what is the thumbnail stimuli? Like what
9:42:04are some ideas? So we sat down. We like
9:42:06looked at all these and took
9:42:08inspiration.
9:42:10Made a couple demos. So these are
9:42:12obvious like me like taking old stuff
9:42:14and just photoshopping my face on it and
9:42:16then trying new stuff. And then we took
9:42:19the titles and literally iterated on so
9:42:21many like you would be so surprised how
9:42:24many different ways you can title a free
9:42:26copyright course. I mean there's a lot
9:42:28but there's a lot there's a lot of
9:42:29iteration that goes into it.
9:42:32So, this was the the like finished rough
9:42:35looked like this, right? Free
9:42:36copyrighting master class 5. And we
9:42:39we're going to make a thumbnail that
9:42:40looks sort of like this.
9:42:42I'll show you what it turned out to be
9:42:44in a second. Um, but here was the actual
9:42:46raw emotion. So, here is me just
9:42:48literally spewing crap on a page. Look
9:42:51at this goal. Wow, this is big and
9:42:53different.
9:42:55Look at this. I'm just like spouting out
9:42:57ideas.
9:43:00just a lot of it is just going crazy.
9:43:07And from these ideas, like you'll see me
9:43:09scrap a lot of this and you'll see me
9:43:10take some of these ideas and flesh them
9:43:12out and make them more concise later.
9:43:15But if you want to look at all the raw
9:43:17stuff, you can check it out. I mean, in
9:43:18this example. Now, here's draft one. So,
9:43:22what I did was I finally put everything
9:43:23together and said, "All right,
9:43:25let's let's figure this out." So, we
9:43:28have this video could change the space
9:43:29forever. The secret information used to
9:43:31generate millions has been hidden behind
9:43:32pay walls until today. You see, for the
9:43:35past three years, I've spent 5,000 hours
9:43:36using the secret information. It's time
9:43:39to pass it along to you. This goes far
9:43:40beyond just copyrightiting. You'll
9:43:41develop the ability to sell anything at
9:43:42scale.
9:43:45So, it's it's not bad, but it's very
9:43:47long and it's the the emotions are not
9:43:50100% like dialed. It's there. the ideas
9:43:55there, but it's not it's not great. And
9:43:57some of you guys might look at this and
9:43:58be like, "This is great copy."
9:44:01There's levels to it, guys. There's
9:44:02levels to it, and I'll show you kind of
9:44:03how we progress to the next level. So,
9:44:06phase three is refined draft. So, what I
9:44:09focus on here is how do I make the
9:44:10emotions that are raw more potent? How
9:44:13do I focus on the benefits? Focus on
9:44:16their situation.
9:44:18How do I create trust, meaning
9:44:19authenticity, matching my brand? How do
9:44:22I change the text to match my voice
9:44:24better? How do I make the hook more
9:44:26curious? How do I add urgency and
9:44:28scarcity?
9:44:29So, here's kind of what happened with
9:44:30the title and thumbnails. So, we got
9:44:32free copyrightiting course, 10 plus
9:44:34hours.
9:44:36Here's some feedback from Mr. T. He
9:44:38said, "I love the thumbnail. It's
9:44:40inviting. It's authentic." The title
9:44:42could use more spice, though. How do you
9:44:43appeal to what they want to learn?
9:44:46Here's some more input from Virgil and
9:44:48Griff and Luca.
9:44:50Here's a another iteration. We're
9:44:52getting there. Griff says, "What about
9:44:54adding 2025?"
9:44:57Mr. T says, "What about adding 0 to 5K
9:44:59in the thumbnail to really enhance like
9:45:00the feeling?"
9:45:02And so, we end up going from this to the
9:45:04final version, which I'll show you guys
9:45:05in a second. I'm actually going to put
9:45:07this down there to show you all kind of
9:45:08like the difference.
9:45:11Intro draft 2 here. You can see um uh
9:45:16it's honestly just been cleaned up a
9:45:17little bit.
9:45:19I've actually added some more stuff in
9:45:20here like I've already used these same
9:45:22principles to test group of 100
9:45:24copyriters.
9:45:27Then I go into okay rough draft three
9:45:29here we're expanding on those emotions.
9:45:31So instead of going from you know start
9:45:33your own business escape the traffic of
9:45:34school we went to you're about to lock
9:45:36the ability to write high converting
9:45:38copy with ease land dream clients get
9:45:40paid five figures. You'll have real
9:45:43confidence in your skill. No more
9:45:44imposter syndrome.
9:45:46So, we got a lot more emotions going on,
9:45:48unlocking insane confidence. The
9:45:51emotions got fleshed out in this in this
9:45:53version three.
9:45:55Cool.
9:45:56Um, the urgency of scarcity is talking
9:45:58about how the video could get taken
9:46:01down, which I can't speak on in too much
9:46:05detail legally, but it's very real, very
9:46:07real possibility. So, it's very ethical
9:46:09urgency of scarcity helping people to
9:46:11take action because the video might not
9:46:13be here forever. So it it forced you to
9:46:15decide, am I going to watch this or not?
9:46:17I can't put it off. I either watch it
9:46:20now or I don't. Really cool. It scares
9:46:23me. Phase four, final draft. This is
9:46:25when we go through and just clean,
9:46:27simplify, and condense. So as you can
9:46:29see with the thumbnails, we went from
9:46:31this right here, which was free
9:46:33copyrighting course 10 plus hours to
9:46:35free copying course, make 510K a month
9:46:37online, 225, 10 plus hours. So I think
9:46:40this is uh really compelling.
9:46:43So, pretty cool. Pretty little change
9:46:45there.
9:46:47And the final intro. Here's me like I've
9:46:49got a bunch of notes here for uh Caleb
9:46:51so he could edit the intro to be as
9:46:53juicy as possible. But as you can see,
9:46:56it's just been tightened up. A lot of
9:46:58things to be condensed.
9:47:01You can see me like, you know, just
9:47:03Yeah, just honestly a lot more
9:47:04condensed.
9:47:06The emotions are hitting very well right
9:47:08here.
9:47:11The sales argument has been kind of
9:47:12simplified.
9:47:17Yeah, it's just cool stuff.
9:47:21Very, very nice. Very, very nice.
9:47:23Excited about it. And so that is kind of
9:47:25how we did it, guys. That's how you go
9:47:27from absolutely nothing, having a bunch
9:47:29of like crappy scraps to then having a
9:47:33really, really cool title, thumbnail,
9:47:36and intro and packaging. And so, um,
9:47:38when I drop this for free on YouTube,
9:47:40which will hopefully like change the
9:47:42entire game, we'll see how well it does.
9:47:44But this is like a real I mean, you
9:47:46watched me just now go through these
9:47:48phases that I'm giving you right now
9:47:51to build a full piece of copy that will
9:47:53perform hopefully well in the in the
9:47:55environment, which is crazy. Super
9:47:57crazy.
9:47:59Um, yeah. So, going back to synthesis,
9:48:02that is the checklist. So, use this for
9:48:04every piece of copyright for honestly as
9:48:07long as you want to because I have been
9:48:09doing this for a long time and I still
9:48:10need this. It's so nice to have a simple
9:48:13checklist that gets you the result you
9:48:15want, which is a very powerful piece of
9:48:18copy.
9:48:21Moving on to goal number two of this
9:48:23module, the hyperarning cycle. You see,
9:48:26I believe that skill is the most
9:48:29important form of leverage for any
9:48:31beginner.
9:48:33And honestly for anyone ever like skill
9:48:35is is is the focus.
9:48:38So by having more skills and a higher
9:48:41level in each skill, it allows you to
9:48:43get way more output per amount of input.
9:48:48So by having more skill, you have
9:48:50leverage.
9:48:52By working four hours, you get way more
9:48:56output because you're more skilled than
9:48:58someone who works four hours and has no
9:48:59skills and makes 10 bucks an hour.
9:49:04And a very concrete example is a
9:49:05beginner sales rep, a beginner closer
9:49:08might take eight calls a day with a 10%
9:49:11close rate. So his skill determines his
9:49:14close rate. And if he has eight calls a
9:49:17day at 10%.
9:49:19Versus an expert closer might take the
9:49:22same eight calls, same leads, same
9:49:24everything. But because his higher skill
9:49:26level, he has a 30% close rate.
9:49:31Same inputs, triple the outputs. Skill
9:49:34leverage.
9:49:37This is why becoming extremely skilled
9:49:40should be the sole focus for anyone
9:49:43trying to make their first 10K a month
9:49:44online.
9:49:46You shouldn't be worried about business
9:49:47models. You shouldn't be worried about
9:49:49all these crazy tactics. You should be
9:49:50worried about how do I become the
9:49:52freaking best at the thing that I'm
9:49:55trying to do.
9:49:57And this is the same realization that I
9:50:00made that allowed me to hit my first 10K
9:50:02a month literally months after realizing
9:50:05this back in 2024 with copyrightiting.
9:50:09You see, once you realize that this is
9:50:11the answer to what you've been looking
9:50:12for, not some crazy business model, not
9:50:14some hack or chat or AI,
9:50:17it's skills,
9:50:19the next logical questions are number
9:50:21one, what skills do I learn? And two,
9:50:24how do I learn them as fast as humanly
9:50:26possible?
9:50:28And to answer these questions, I
9:50:30developed what I call the hyperarning
9:50:32cycle.
9:50:34The hyperarning cycle allows you to
9:50:36figure out which skills to focus on and
9:50:39then learn them extremely fast. I'm
9:50:41talking like faster than you've ever
9:50:43seen anyone learn a skill. Like
9:50:45lightning fast.
9:50:47Here's how it works.
9:50:49Part one is choosing what to hyperlearn.
9:50:54And so half of the leverage comes from
9:50:56focusing on the right things. And so you
9:50:59if you have to learn skills, which ones
9:51:01are the most important?
9:51:03And once again, everyone is different
9:51:05and God has a different plan for every
9:51:06single one of us and he's given us
9:51:08different gifts. And so if you copy
9:51:10someone else's skills tree, it's not
9:51:11going to work for you more than likely.
9:51:13It's all about creating your own. Which
9:51:15skills should you focus on?
9:51:19And the first step is asking what is the
9:51:21outcome you want to achieve?
9:51:24And the more specific the better.
9:51:29So, for instance, my example when I
9:51:31first started copyrightiting was, I want
9:51:33to make money selling online courses to
9:51:36YouTube audiences.
9:51:38And you might not know exactly what your
9:51:40outcome is right now, but just follow
9:51:42your gut. Like, you're obviously
9:51:45interested in copyrightiting for some
9:51:46reason. What is like the outcome you
9:51:48imagined as being a copyriter?
9:51:54For some people, it's working with major
9:51:55e-commerce brands, doing their email
9:51:57marketing.
9:51:59Some people, it's like me. I wanted to
9:52:01make money on YouTube, selling courses,
9:52:04educating people.
9:52:06Maybe you want to hit 100,000
9:52:08subscribers making daily videos. Got a
9:52:11lot of typos on this one. Sorry, guys.
9:52:16So the more specific you can get, the
9:52:18better
9:52:19because specificity kind of tells you
9:52:22what you need to achieve the goal. And
9:52:24so if I want to hit 100K by making daily
9:52:26videos,
9:52:28the skills I should I should focus on
9:52:29are going to be different than if I was
9:52:32just going to hit a 100K subs without
9:52:34the restriction of making daily videos
9:52:38or run a four-minute mile.
9:52:41That's another outcome. It's different
9:52:42from like persuasion in business, but it
9:52:45works the same way.
9:52:48Number two, once you have the outcome,
9:52:50what skills slash what pieces of copy do
9:52:53you need to be great at to make sure you
9:52:56achieve that outcome?
9:52:58So, list the skills that you would need
9:53:00to make it impossible for you to fail.
9:53:04Make the skill tree on Muro. I'll show
9:53:06you example.
9:53:08Number three, what are the micro skills
9:53:10inside of each one of those skills? And
9:53:13don't be scared to go into detail.
9:53:16So, example is like if you're going to
9:53:17write YouTube scripts.
9:53:20If one of the skills you need is YouTube
9:53:22scripts, break that down. YouTube
9:53:26titles, YouTube thumbnails, YouTube
9:53:28hook, the body copy, the CTA, etc. How
9:53:32can you break down that that skill into
9:53:34micro skills below it?
9:53:37And bonus question, what are the 20%
9:53:40skills that account for 80% of the
9:53:42results?
9:53:44This will come with time, guys. This
9:53:45will come with wisdom and and iteration
9:53:47and just time in the game. You'll start
9:53:50to realize like things that you thought
9:53:51mattered when you first started actually
9:53:54matter very little. And some things that
9:53:56you didn't even know about are the real
9:53:58secrets to winning.
9:54:01Example for me was on YouTube was
9:54:02speaking.
9:54:04I knew you had to talk on YouTube, but I
9:54:06didn't know how important it really was
9:54:09until I realized like there are people
9:54:11who watch live streamers play any game
9:54:14and do anything, but they'll watch them
9:54:16just because they love to hear them
9:54:18speak. And the community that a live
9:54:21streamer has in their stream, like it's
9:54:25crazy.
9:54:28And so ask yourself which skills in the
9:54:30stack are non-negotiable
9:54:33and what skills would make the outcome
9:54:35impossible without having. And remember
9:54:38this is an iterative process. You're not
9:54:40going to get it perfect the first time.
9:54:42Your skills tree should evolve as you
9:54:44learn.
9:54:46And bonus question, which skills do you
9:54:48feel most excited to learn right now? So
9:54:50if you have passion about something, it
9:54:52leads to obsessing over it, which leads
9:54:54to focusing, which leads to you learning
9:54:56the skill quickly.
9:54:59And so sometimes the best option for you
9:55:03could be skills that you are more
9:55:05passionate about.
9:55:08Now granted, they should add value to
9:55:10the marketplace, meaning they actually
9:55:11make money.
9:55:13But if you have a passion for something
9:55:15and it's going to make you some money,
9:55:16like choose that over something that
9:55:18might make you a little bit more but you
9:55:20don't like.
9:55:22So the best way to do this is go over
9:55:23some examples. So let's check this out.
9:55:25Right here on the same synthesis example
9:55:27page, we have hyperarning skill tree
9:55:30examples.
9:55:32Here is my real example from 2024.
9:55:36I actually made this in 2023, but the
9:55:39video came out in 2024.
9:55:41Look at this skill tree. I wanted to
9:55:42make a million dollars.
9:55:45I wanted to give a $100 of value to
9:55:4710,000 people. And so I was like, this
9:55:49is the outcome I want and I want to do
9:55:51it through YouTube. And so like, what do
9:55:54I need for YouTube videos? And so you
9:55:56see me, I kind of got it right here.
9:55:57Packaging, writing. I I didn't know what
9:55:59copyrightiting was at this point. I just
9:56:01knew it as writing. So packaging,
9:56:03scripts, cinematography,
9:56:06editing,
9:56:08speaking.
9:56:10You see OG KJ plan out the skills that
9:56:13he was about to learn. And guys, fast
9:56:16forward. Uh what's crazy, I'm try to do
9:56:18this without getting emotional, is I am
9:56:20like really close to have generated a
9:56:22hundred or no generated a million
9:56:23dollars in revenue.
9:56:26Now, at that time, I didn't understand
9:56:28that a million dollars in revenue versus
9:56:29profit is wildly different.
9:56:32But
9:56:33young KJ made this plan and current KJ
9:56:38is steps away from completing it.
9:56:42It's crazy, guys. Like, man, I'm just so
9:56:46blessed to be able to do this. And God,
9:56:49man, God just has so much grace, grace
9:56:52upon grace. And I don't deserve to be
9:56:53here. I deserve to fail and to lose
9:56:55everything so many times. But he God has
9:56:58just continued to bail me out. And
9:57:00because I believe that we're serving
9:57:02people through this business. And I
9:57:03think that's why God is is is
9:57:06allowing us to continue going even
9:57:08though we've been ignorant and stupid
9:57:09and made so many mistakes.
9:57:12But there's something beautiful about
9:57:14seeing a video. This is still live on my
9:57:16channel, by the way. 2,000 views from
9:57:19the end of 2023. Fast forward 2025. And
9:57:22I've literally learned a lot almost all
9:57:25these skills very well or hired someone.
9:57:27Shout out to Caleb for editing. And
9:57:30we're freaking close. We're really
9:57:32close. That's crazy.
9:57:35But how do you do this for yourself?
9:57:36Well, let me show you kind of how this
9:57:38looks like. So, you have a big outcome
9:57:40here. So, I wanted to make money selling
9:57:42courses to a YouTube audience. Whether I
9:57:45was doing it for clients, doing it for
9:57:46myself, this is the outcome I wanted to
9:57:49provide.
9:57:51So, what skills do I need? You could
9:57:53also view this as like the funnel. Well,
9:57:56I need valuable, entertaining YouTube
9:57:58videos.
9:58:00I need a compelling low ticket sales
9:58:02page
9:58:03and I need a course that solves a
9:58:05painful problem for the audience.
9:58:08So in those skills or in those types of
9:58:11copy, what skills do I need? And so we
9:58:13have speaking, storytelling, titles,
9:58:16thumbnails, scripts, editing.
9:58:18In the sales page, we have headlines,
9:58:20hooks, bodies, stories, offer stack,
9:58:24CTA.
9:58:26We're not even going to get into how
9:58:28complicated making a course is. You guys
9:58:29don't need to know that and freak me.
9:58:32It's it's the hardest thing I've ever
9:58:34done in my life. Um you you get the
9:58:36point though. Take the things you need
9:58:39to do, the skills, and break it down.
9:58:42And you can go even further. So, inside
9:58:44of a YouTube script, you have a hook,
9:58:47the content, the payoff, the CTA. Inside
9:58:49of just the offer stack, you've got the
9:58:51process, you've got benefit bullets,
9:58:53you've got price anchoring.
9:58:56etc.
9:58:58And keep in mind that the first
9:58:59principles
9:59:01turbocharge the success of all of this.
9:59:05That's why I'm teaching you guys the
9:59:07first principles. I don't want you to
9:59:08just learn how to do a title from me. I
9:59:11want you to learn how to win from me.
9:59:14And if you learn how to win, you can do
9:59:15whatever you want. That's why I'm
9:59:17teaching the first principles and going
9:59:18through so much freaking pain and effort
9:59:20to try to show you this so that I can
9:59:22change your world forever. Here's
9:59:26another one from Virgil of building
9:59:27muscle with calisthenics. He broke it
9:59:29down. He needs to learn how to train. He
9:59:32needs to learn nutrition and recovery.
9:59:35And so to do that, he's got to work on
9:59:37how do I program workouts? So that's a
9:59:38skill. How do I track my progress?
9:59:40That's a skill. Cooking, meal prep,
9:59:43tracking calories. These are all micro
9:59:46skills that lead to you completing the
9:59:48nutrition variable.
9:59:50How about recovery, sleeping, stress
9:59:54management, stretching? These are all
9:59:55things skills that you acquire over
9:59:58time.
9:59:59And so those can get, you know, even
10:00:02more in depth with the with the nano
10:00:03skills, you know, micro nano. Uh yeah,
10:00:07it's pretty cool. Um here we have griffs
10:00:10with make 5 10k a month high ticket
10:00:12closing.
10:00:14So look at these on on call sales skills
10:00:17like learning the actual skill
10:00:19follow-ups post call systems like
10:00:21iterating on his systems.
10:00:24So I mean you guys might have been kind
10:00:25of misled by most gurus but high ticket
10:00:28sales is not easy. It's just as hard as
10:00:30anything else. And you you don't just
10:00:33need to know how to do sales. you know,
10:00:35how to do follow-ups, how to create
10:00:36systems, how to iterate your your
10:00:38systems, how to check in with people,
10:00:39how to know what to say, what what kind
10:00:41of message to say, the the timing, what
10:00:43to follow up, and he's got it like
10:00:45broken down really autistically here,
10:00:47which I freaking love. Shout out to
10:00:48Griff.
10:00:50But yeah, this is kind of it. Here's
10:00:51another one. Um, write ecom emails that
10:00:54make money. So, you let's say you want
10:00:55to write ecom emails. Shout out to um to
10:00:58coach Ben. Absolute G. But me and him
10:01:02had a conversation. I want to say like
10:01:04four or five months ago, maybe even six.
10:01:07And we just kind of figured out like,
10:01:09"What do you want to focus on?" And we
10:01:11were we were in the office back at my
10:01:12old place and he's like, "You know what,
10:01:14dude? I want to write ecom emails. Like
10:01:16that sounds dope. I can focus on that
10:01:17for a long time." I said, "Dude, do it."
10:01:20And so he's been crushing it ever since.
10:01:23It wasn't my advice. It was literally
10:01:24him just committing to something. I was
10:01:26just helping him kind of get some
10:01:27clarity. And he's been killing it. But
10:01:30he he started to actually break it down
10:01:32like what do I need to make this happen?
10:01:34Well, he needs the copy, so the words
10:01:37you put on the email, which is the most
10:01:38important, but also graphic design.
10:01:42Then he also needs the skill of how do I
10:01:44send these emails? Like how do I learn
10:01:46the email service provider in and out?
10:01:48Like that's a skill.
10:01:50And you could break this down into
10:01:51subject lines, headlines, benefit
10:01:52bullets, CTAs, creativity, graphic
10:01:55design. You got colors, hierarchy,
10:01:56whites space, Photoshop, fonts,
10:02:00sending emails, you got segmentation,
10:02:02automations, record setup, list
10:02:03management. Guys, this is the game of
10:02:05life. Are you getting this, man? This is
10:02:08it. Like, this is the game God has given
10:02:10you to play. Wake the freak up and start
10:02:12playing it, man. I don't know who needed
10:02:15to hear that, but someone did because
10:02:16it's it's it's hitting me like a wave
10:02:18right now. Guys, God has given you the
10:02:22most fun, most rewarding, most
10:02:24fulfilling game ever, and he's made you
10:02:28a player. It's time to log in and start
10:02:31playing it. The issue is that no one's
10:02:34going to play it for you.
10:02:36There's no game developer on the side
10:02:38waiting here who's going to set up all
10:02:39your habits for you and figure out your
10:02:41skills. You've got to do this for
10:02:43yourself.
10:02:45You've got to become the game developer
10:02:47of your life. set yourself up the game
10:02:49you want to play and then become the
10:02:51player and play it.
10:02:54And when you start doing this, guys, and
10:02:56you're you're doing what God's called
10:02:58you to do, you're learning, you're
10:03:00helping people, you're serving, it is
10:03:01the most amazing feeling in the whole
10:03:04freaking world, man. Besides just the
10:03:07joy of the Holy Spirit, right? That's
10:03:09obviously trumps everything. And knowing
10:03:12Jesus is the best thing you could ever
10:03:14possibly feel or do or ever. But outside
10:03:17of that, like this is it. This is the
10:03:20pinnacle. Not making the money, not
10:03:22doing this stuff, but working on your
10:03:25skills and developing yourself. This is
10:03:27like this is the most fun thing.
10:03:30The Bible says in Ecclesiastes, the
10:03:32wisest man in the entire world back then
10:03:35said, "There is nothing better for a man
10:03:37that he should eat, drink, and find
10:03:39enjoyment in all of his toil."
10:03:42Do you want to know how to find
10:03:43enjoyment in your work? This is it.
10:03:47Build out your skill tree. Start playing
10:03:50the game of real life. Take it freaking
10:03:52seriously. Don't worry about what anyone
10:03:54says.
10:03:56You think I would have gotten here,
10:03:57dude, if I worry about what people were
10:03:59thinking about these videos of ghost KJ
10:04:01in his bathrobe inhaling mold from the
10:04:04wall going crazy making these? Like,
10:04:06don't dude. I would have quit. But
10:04:08thankfully, God gave me like the
10:04:11dedication back then and God helped me
10:04:14to focus on just doing the right things.
10:04:15And here we are, dude. I mean, like,
10:04:18we're here.
10:04:20That's crazy. I want you guys You guys
10:04:21see me as I don't know, someone I guess
10:04:23you're looking up to if you're watching
10:04:24this video. But guys, I'm I'm not I'm
10:04:26I'm just like, y'all, two years ago, I
10:04:29was telling I remember showing one of my
10:04:30mentors this graph and he didn't even
10:04:33want to look at it. He just kind of
10:04:34laughed.
10:04:36Two years later, and it's happened. It's
10:04:39so It's crazy, dude. It's so crazy. but
10:04:43it comes from this focusing on skills.
10:04:46So, sorry, not sorry for my rant there,
10:04:49but hopefully that gave you guys some
10:04:51energy.
10:04:53So, that's how you figure out what
10:04:54skills to focus on. And like I said,
10:04:57this is iterative. You're going to mess
10:04:59up. It's not going to be perfect, but
10:05:01the only way to get the perfect skill
10:05:04tree is to make a bunch of them that
10:05:06suck. So, just do it. Just get after it.
10:05:10So, part two, once you know what skills
10:05:12to focus on, it's time for you to start
10:05:14learning the skills. How do you do that
10:05:16as fast as possible?
10:05:19I got to say, like, this is my secret,
10:05:20by the way. Like, this is my secret to
10:05:23anything to anything I've done in the
10:05:25past, anything I've done in the future.
10:05:27I just feel like I have an edge because
10:05:29no one does what I'm about to show you.
10:05:31And and if you do it, it is insanity.
10:05:34It's insane. Insane how fast you learn
10:05:36stuff.
10:05:39So the precursor here is choose one
10:05:41skill, just one.
10:05:44Start small. So pick one of those nano
10:05:46skills, pick one of those micro skills.
10:05:48Start there.
10:05:50Repeat this cycle five days a week. And
10:05:53do not forget to rest. I know I'm going
10:05:56to say this and it's going to go
10:05:57straight over your guys' head. If you
10:05:59don't rest, this cycle will not work.
10:06:02And I'll explain more about that in a
10:06:03second.
10:06:05repeat this cycle every week until you
10:06:08feel like you've learned the skill that
10:06:10you need um to kind of get that outcome.
10:06:15So, for instance, let's say you're
10:06:17working on speaking
10:06:19for YouTube videos. You don't have to
10:06:22become the best speaker in the world to
10:06:24get a successful YouTube video, but you
10:06:26do have to be good enough. And so
10:06:28depending on what skills you need for
10:06:30your stuff, don't go like allin for
10:06:33years and years unless it's like the
10:06:35thing that you're really passionate
10:06:36about is the core thing. Like if you
10:06:38want to be a public speaker, then
10:06:39speaking is the thing you work on for 10
10:06:41years. If you just want to make YouTube
10:06:43videos, then don't focus on it for 10
10:06:45years. Just do it until you got it good
10:06:47enough.
10:06:50Cool. So step one is do. So for 30 to 90
10:06:54minutes a day, do the thing.
10:06:57You will suck at whatever you try to do.
10:07:00That's the whole point. You must fight
10:07:02procrastination with massive action. Do
10:07:05the thing before anything else.
10:07:08And so you guys want to learn how to
10:07:10make money online. You want to be good
10:07:11copyriters.
10:07:13Copyrightiting is a skill. It's like
10:07:15riding a bike. And so you guys are
10:07:17trying to ride the bike, but instead of
10:07:19actually getting on a bicycle, all you
10:07:21do is watch other people ride bicycles.
10:07:23And you read books about riding
10:07:25bicycles.
10:07:27Guess what? Both those things do not
10:07:28teach you how to do ride a bicycle. The
10:07:31only way to ride a bike is to get on it
10:07:34and to be scared and to wobble like
10:07:36crazy and fall over three times before
10:07:38you get it.
10:07:40You have to start by doing. There's no
10:07:42other way. You must do to start with.
10:07:46Step two, learn for 30 to 90 minutes a
10:07:48day. Learn from someone good who teaches
10:07:51the skill. They don't have to be the
10:07:54best in the world. They just have to be
10:07:55better than you. That's it.
10:07:59If someone is better than you at this
10:08:01one micro skill or macro skill you need,
10:08:04then listen to them if they're teaching
10:08:05about it.
10:08:07So find someone credible and learn from
10:08:09them, books, courses, videos, etc.
10:08:13Don't go to these college professors
10:08:15who've never owned a business and ask
10:08:16them how to run a business because they
10:08:17don't freaking know.
10:08:20If you want to learn how to be like a
10:08:22nineto-five, you know, corporate pencil
10:08:24pusher and just talk to people and do
10:08:26that, then yeah, maybe they can help
10:08:28you. But if if you want to learn how to
10:08:30run Facebook ads to for your agency
10:08:32offer, don't go ask business college
10:08:34because they've never run Facebook ads.
10:08:37So find someone who is better at the
10:08:39thing you want than you. They don't have
10:08:40to be great. They just have to be better
10:08:41than you. And if they're teaching about
10:08:44it, take notes. Take notes.
10:08:48Notice how this is a very important
10:08:50step. I'm not saying you guys don't ever
10:08:52watch courses or read books. I've I mean
10:08:54I freaking make and sell courses. So
10:08:56courses are extreme extremely valuable.
10:08:58I wouldn't be here without all the
10:08:59courses I'd bought in the past. But they
10:09:02don't do anything if you're not actually
10:09:04taking the action. That's the point.
10:09:06Action first. Then you have something to
10:09:09apply those notes to once you're taking
10:09:11action.
10:09:13Step three, study. So for 30 to 90
10:09:16minutes a day, study someone great who
10:09:19is doing the skill right now. So
10:09:22learning and studying is very different.
10:09:24Learning is you're sitting down, you're
10:09:26watching this module.
10:09:29I'm teaching you something and you are
10:09:30learning it. Step three, studying is you
10:09:34go out and see people doing the thing
10:09:37and take notes. So, if you were to go
10:09:40look at my old copy, my old sales pages,
10:09:42and break it down, that's you studying
10:09:45my stuff. This is you learning from me.
10:09:49And the key with studying is like it is
10:09:52overpowered
10:09:54because you can go find the best people
10:09:56in the world and study them.
10:10:00So, for instance, if you're going to
10:10:01learn how to play basketball,
10:10:05Michael Jordan might not have a course
10:10:07on basketball.
10:10:09Your high school coach is probably not
10:10:11as good as Michael Jordan, but he can
10:10:13teach you. He can make you better,
10:10:16but you can study Michael Jordan. You
10:10:18can watch his game film and notice what
10:10:21the greatest people in the world at your
10:10:23thing are doing.
10:10:25That's the secret. So find someone who
10:10:27is slash was the best in the world or at
10:10:30least really good at what you want to
10:10:32learn. Watch them closely and take notes
10:10:35on the insights you find useful.
10:10:38This is where it gets fun. Make epic
10:10:40resources. So databases, swipe files,
10:10:43etc. Study people and like make some
10:10:46sick resources.
10:10:49And the secret is in making your own
10:10:51databases to the skill you're learning.
10:10:54But I wanted to give you guys a little
10:10:55something here.
10:10:57A juicy database full of copy to get you
10:11:00started. So if you're going to study
10:11:01great copy, here's just a massive
10:11:02database. And I'm not sure all this is
10:11:04great, but I I just got as many pieces
10:11:07of copy as we can find. We got sales
10:11:08page examples. We got tons of sales
10:11:10pages. We got VSSL scripts. We got email
10:11:14examples. We got ecom email. We got
10:11:16shout out to I think Trevor for this,
10:11:18dude. Absolute G. Look at all these
10:11:19examples of ecom emails. Amazing.
10:11:22Amazing. So study these. This is a good
10:11:25start. We've made this for you to make
10:11:26it as easy as possible. But keep in
10:11:29mind, the secret is making your own
10:11:32databases
10:11:34because honestly,
10:11:36the database isn't the valuable part.
10:11:38The valuable part is you making it. So
10:11:41by making a database, you're studying
10:11:43all these things. You're documenting
10:11:45them. And those are lessons you take
10:11:47with you. This isn't going to help you a
10:11:49whole lot just having a database. But if
10:11:51you were to make your own database, you
10:11:53would receive all the insights while
10:11:55making it. That's the secret.
10:11:59And all important step four is to
10:12:00iterate. So for 15 to 30 minutes a day,
10:12:03all you want to do is look over your
10:12:05notes that you took from learning and
10:12:07studying
10:12:09and write down how can you improve your
10:12:12doing for the next day.
10:12:14So focus on one to three things only.
10:12:19If you're just getting started, just
10:12:20focus on one. Focus on small consistent
10:12:23improvement.
10:12:251% better every day.
10:12:28And the cheat codes iteration is the
10:12:30coaching calls. Guys, if you're not
10:12:32coming to the coaching calls, I don't
10:12:33know what you're doing or at least
10:12:35watching them back because you can show
10:12:37up with your copy, show up with your
10:12:39skill and get live iteration from us. We
10:12:42can help you iterate. That's why the
10:12:45guys who come to coaching calls
10:12:46regularly are the ones like crushing it
10:12:48is because they're just they're just
10:12:49skipping levels like crazy. They're
10:12:51they're cheat codes
10:12:53because instead of just wondering what's
10:12:54going wrong and figuring out the hard
10:12:56way, which is a great way to do it,
10:12:57they're coming to us and asking us what
10:12:59do you see? What iterations would you
10:13:01make? And that gives them a massive, you
10:13:03know, insights and cheat codes.
10:13:07An example of this is, you know, I
10:13:09record daily videos and uh I only focus
10:13:14on one thing every day, one improvement.
10:13:18So today's improvement might be speaking
10:13:21with more articulation. So making sure
10:13:24whenever I say words, I'm really
10:13:27going crazy on the movements. That way
10:13:30the articulation is coming across very
10:13:32clean.
10:13:33That could be the one thing for that
10:13:35day. Or it could be volume or it could
10:13:38be smiling while I'm talking. So being
10:13:40more smiley, genuine smile.
10:13:44Focus on one to three things. What's
10:13:46going to happen is if you try to focus
10:13:48on 10 things, you're going to overwhelm
10:13:50yourself and get nowhere. If you focus
10:13:52on one thing at a time, you slowly keep
10:13:55cementing that one thing, it becomes
10:13:58part of you, and you slowly start just
10:14:00getting better and better and better and
10:14:01better and better.
10:14:031% better every day, not 10%.
10:14:07Important reminders, growth happens
10:14:09through action and rest. So, building
10:14:12any skill is kind of like building
10:14:14muscle. That's how you have to think
10:14:16about it. How stupid would it be if you
10:14:18worked out every day for eight hours?
10:14:23You wouldn't get anywhere. You'd
10:14:25overtrain your muscles. You wouldn't be
10:14:28able to rest because you're so
10:14:29overtrained. and you would just burn out
10:14:31and it would like has serious health
10:14:33effects versus if you work out for one
10:14:36hour a day and then properly rest.
10:14:40Same with learning guitar. I uh watched
10:14:42videos on how to learn guitar when I was
10:14:43trying to learn it.
10:14:45And they they really stress the fact
10:14:47that your skill is cemented in your
10:14:49sleep. So, I would be struggling with a
10:14:52guitar solo. I'd be practicing it for
10:14:53like an hour and a half. And after an
10:14:55hour, I would just start losing my mind.
10:14:58I'd go to sleep. The next day I would
10:15:00wake up ready to practice fresh and that
10:15:02guitar solo would be easy.
10:15:05It was crazy. Like that one part I was
10:15:08struggling with I could just do now
10:15:10because I had slept in my brain. My
10:15:12subconscious refreshed itself. It
10:15:14cemented that skill and that pattern
10:15:16recognition as I slept and I came back
10:15:19to crush it. This is why you must you
10:15:22must rest at least one day a week. Like
10:15:24this is biblical.
10:15:26On the seventh day God rested. not
10:15:29because he needed to but but to show us
10:15:31how important rest is. We need rest.
10:15:36So without further ado, let's go through
10:15:37examples of how do you do this cycle? So
10:15:39like what does this look like? Um what
10:15:42got me started in this whole game, the
10:15:44whole copyrighting game, like what led
10:15:45me to copyrightiting and advertising and
10:15:47all this was me learning YouTube
10:15:50thumbnails.
10:15:51So, I knew if I ever wanted to succeed
10:15:53as a YouTube agency or my own videos, I
10:15:57had to have good thumbnails. And so, I
10:15:59did this every day. Every day for like a
10:16:03year. I'm not even kidding with you, a
10:16:05year. I spent around 30 minutes to one
10:16:07hour a day making thumbnails.
10:16:10So, I'd pick a video and I'd make like
10:16:12eight to 10 thumbnails for it. Number
10:16:14two, I spent 30 minutes a day watching
10:16:16videos or courses that I bought on
10:16:19thumbnails/graphic design.
10:16:21always learning new tactics. How do I
10:16:23increase the clarity? How do I color
10:16:24correct better? How do I work on
10:16:27hierarchy? How do I open a hook?
10:16:30Number three, study. I spent one hour a
10:16:32day. I didn't I didn't do this every day
10:16:34for a year, but I did this for a while.
10:16:36I spent one hour a day finding and
10:16:38studying the best performing thumbnails
10:16:39on YouTube, and I made multiple
10:16:41thumbnail databases. So, here is proof.
10:16:44Here's a real database that I used back
10:16:46when I had clients who wanted me to do
10:16:48thumbnails. I took screenshots of every
10:16:51single one of these thumbnails and I put
10:16:53them in here. And for a lot of them, I
10:16:55even, you know, did the title and the
10:16:56intro and I talked about why like I
10:17:00studied why does this stuff work.
10:17:04It's so cool. It's so sick. Like make
10:17:06these databases. Like this is dope. So
10:17:09dope.
10:17:11Show you guys that I mean what I say. I
10:17:12actually did this and I do this um
10:17:14daily.
10:17:16Then for iteration, I would spend 15 30
10:17:18minutes a day and I have my notebooks
10:17:20over there. I'm not going to try to find
10:17:21which one in this end, but I would write
10:17:23down like what did I learn today about
10:17:24thumbnails and how do I improve my
10:17:27thumbnails tomorrow? So maybe for this
10:17:29week I'm working on color correction or
10:17:32lighting or the you know the contrast or
10:17:36I'm working on curiosity.
10:17:39Um so keep an iteration log of your of
10:17:41your discoveries. Really really
10:17:43important. Or how about um my current
10:17:45skill which is learning to speak.
10:17:48So I make one video a day where I speak
10:17:50freestyle on a topic for you know around
10:17:5210 minutes. And so here's a channel if
10:17:54you guys want to see it. This is it
10:17:55right here. I literally make videos
10:17:57every day. One came out an hour ago.
10:17:59Look at that. I've been doing this for I
10:18:01don't know about two months now and I
10:18:03want to continue doing it for hopefully
10:18:05years. So check that out if you're
10:18:07interested. But this is me doing it
10:18:10guys. I'm working on different skills
10:18:11than you are right now because I'm a
10:18:12little bit further along than probably
10:18:14most of you. But I do this. We are the
10:18:17same person. Like the things that I tell
10:18:18you guys, I don't just say it because it
10:18:21sounds good in a course. I say it
10:18:22because I do it. This is my secret. This
10:18:25is it. And if you're not doing this,
10:18:28then brother, you're just missing out.
10:18:32So I do I make one video a day every
10:18:35single day. And I do rest, by the way. I
10:18:38make multiple videos per day. So, I do
10:18:40rest on weekends. I don't do that every
10:18:41day. I do rest. I got to tell you guys.
10:18:43Number two, I spend 30 minutes a day
10:18:45consuming videos, courses, and books on
10:18:48speaking better. So, I bought a couple
10:18:49speaking books. I actually just bought a
10:18:51course. It's kind of a midcourse, but
10:18:53it's pretty good. It's like 100 bucks.
10:18:54I've been watching that video, watching
10:18:55that course this or last week and
10:18:57hopefully some more this week. Number
10:19:00three, study. I spend 30 minutes a day
10:19:02finding and studying the best speakers
10:19:04in the world and taking notes on how
10:19:06they speak. So, the speaker I'm on right
10:19:08now is like it's called Jim Ron. Ron, I
10:19:10think, but he's he's a legend. Dude is
10:19:13freaking good. And so, I'm studying how
10:19:14this guy speaks. Number four, iterating.
10:19:18I spend 15 to 30 minutes a day reviewing
10:19:20the video from yesterday and writing
10:19:22down things I can improve for tomorrow.
10:19:25So, just in case you guys wondering,
10:19:27today's improvement was speaking more
10:19:30authentic on the videos today. So, I've
10:19:32been learning and trying all this new
10:19:33stuff, but it's coming across as a
10:19:35little less authentic because I'm so
10:19:37focused on what I'm saying. And so, for
10:19:39today's iteration, this morning, I focus
10:19:42on kind of chilling a bit, relaxing, not
10:19:46worrying so much on the speaking, and
10:19:47instead just talk about things I'm
10:19:49interested in. And hopefully that
10:19:51authenticity comes back a little bit.
10:19:54So, yeah. And like I said, don't forget,
10:19:55you know, to check out our juicy copy
10:19:57database to get you started on the copy
10:19:59side of things. I showed you that
10:20:00earlier. You can check that out. But
10:20:02once again, the best
10:20:06the best results are going to come from
10:20:08you doing all this on your own, making
10:20:10your own databases, getting because
10:20:12honestly guys, this is the fun. This is
10:20:13why we do this, to play the game of real
10:20:16life.
10:20:18If you guys outsource all of your
10:20:19success to me, you're going to always
10:20:21rely on me for for your success. And
10:20:23that's not a good place to be in. And
10:20:25it's not fun. I've seen a lot of people
10:20:27on YouTube who um you look at their
10:20:30channel and their channel looks like
10:20:31they just copied
10:20:3415 other people in their niche all the
10:20:35time. Like all their thumbnails are
10:20:37never their ideas.
10:20:39All of their titles are copied from
10:20:41someone else. And I'm not saying copying
10:20:43is bad because like it's taking what
10:20:45works and learning from me and using it
10:20:47is what this cycle is.
10:20:50But how much fun are you having if if
10:20:51you never have an original idea? You
10:20:53just copy everyone else. It's not fun.
10:20:55Why are you in the game, bro? To have
10:20:57another 9 to5 or to have fun? And so
10:21:00hopefully you guys take this in the
10:21:02right way and and you know, use these
10:21:04resources I give you guys. That's why I
10:21:06make them to help you, but don't build
10:21:08on it. Make your own things. Um,
10:21:12okay. I'm trying I'm going to try not to
10:21:14get emotional here. Uh,
10:21:17but man,
10:21:19what a ride. What a ride, man. This
10:21:22course is honestly my life's work to
10:21:24this point. So, every every course that
10:21:27I've made,
10:21:30every course that I've made the past
10:21:32year and a half has like led to this
10:21:33course. And I I don't even know if it's
10:21:36good or not, but I'm proud in myself for
10:21:40setting a goal and sticking to it.
10:21:45Freick me, man.
10:21:51Anyways, I'm just I'm praying that the
10:21:53information in this course is truly
10:21:56life-changing for you.
10:21:58Not just life-changing in this in this
10:22:00life, but I mean like hopefully the
10:22:03dedication you've seen me put into this
10:22:06and just the passion to serve. Hopefully
10:22:09you've seen that it's so much bigger
10:22:11than me. Like I could not have done this
10:22:13on my own. In fact, this is like
10:22:14literally God working through me.
10:22:18And and I hope like my prayer is that
10:22:20this somehow this random course on
10:22:23copyrightiting points you to the real
10:22:25truth. So hopefully me showing you these
10:22:27truths that you've never seen before
10:22:29about the world shows you to the real
10:22:32truth. Capital T. Meaning the fact that
10:22:35God loves you, God created you and he
10:22:38wants a relationship with you.
10:22:42The Bible says he sent his son Jesus to
10:22:45die for you.
10:22:47Jesus did not deserve to die. He lived a
10:22:49perfect life. The only person ever to
10:22:52walk the earth and live perfect sinless
10:22:54life was Jesus. The only person who
10:22:56didn't deserve death was Jesus.
10:22:59But he died on a cross 2,000 years ago
10:23:02for me and for you. So that whoever
10:23:05believes in Jesus, not whoever goes to
10:23:07church four times a month, not whoever
10:23:10reads their Bible every single day, not
10:23:11who who someone who never causes or
10:23:14never does anything bad. No. But whoever
10:23:16believes,
10:23:19if you believe in Jesus, if you believe
10:23:22in that God sent Jesus to die for us,
10:23:24that because he loves us and that Jesus
10:23:27rose again. He didn't just stay dead. He
10:23:29rose again conquering death.
10:23:32And he went on to be at the right hand
10:23:34of the father as we speak. Whoever
10:23:37believes in Jesus does not die but has
10:23:41eternal life.
10:23:43Now if Jesus doesn't doesn't come back
10:23:45before we will die in this body but our
10:23:47spirit will go on to be with God
10:23:49forever.
10:23:51It's not to get riches and honor and
10:23:53glory but the the prize is to be with
10:23:55God the creator who loves us the only
10:23:57source of true joy.
10:24:00Praise God. Praise God. Um
10:24:05yeah I don't I'm just so thankful. I
10:24:07kind of don't want to end this because
10:24:08this is like a huge chapter in my life
10:24:09honestly is this course and I've been
10:24:12doing nothing but working on this for so
10:24:14so long. I'm excited for the future but
10:24:17I'm also uh it's an end of a chapter. So
10:24:19I'm kind of just like enjoying it right
10:24:21now. But what matters more than anything
10:24:24I could ever ever tell you past,
10:24:27present, future, if I die tomorrow, I
10:24:29just want you guys to know that
10:24:32Jesus is king. God sent Jesus, his son,
10:24:35to die for us. And that is the good
10:24:37news. That is the gospel. Um,
10:24:41and if you believe in Jesus, you don't
10:24:43just have eternal life when we die,
10:24:44which is extremely important, but you
10:24:46have life abundantly here. And I'm
10:24:48hoping that through this course, somehow
10:24:50you guys have seen the life that God has
10:24:52given me. And um, he's he's breath he's
10:24:55breathed life into this worthless sack
10:24:59of bones. And I couldn't be more
10:25:01thankful. Actually, I could be I should
10:25:02be a lot more thankful. But anyways,
10:25:04that's that's rant over, guys. If you
10:25:06want to learn more about Jesus,
10:25:08definitely check out the mindset course.
10:25:10The whole mindset course is not about um
10:25:12like God in the Bible, but the mindset
10:25:15course shows you how everything ties
10:25:16into God and his creation and his love
10:25:19for us and what he did for us. Or shout
10:25:23out to our um Saturday Bible studies.
10:25:25We've been hosting Bible studies every
10:25:27Saturday at 11 Eastern. So, check the
10:25:29Discord to make sure time hasn't
10:25:30changed. But yeah, come show up to that
10:25:33if you have questions. We're always
10:25:34welcoming of anyone regardless of what
10:25:36you got going on, regardless of whether
10:25:38you think you've you're good or not.
10:25:39Like, we just want to talk with you
10:25:41about God and and just have a
10:25:43discussion. So, love you guys. And as
10:25:46always, I will see you in the next
10:25:50month.
10:25:52[Music]
10:26:01All right.
10:26:03you made it to the end of the 10-hour
10:26:05free course. Congrats. To be honest with
10:26:07you, 99.99% of people would not even
10:26:10finish a video like this. So, if you're
10:26:11in the percentage of people who watch
10:26:13the whole thing, dude,
10:26:15congrats to you. Hats off. And I'm
10:26:17praying, hoping that this video was a
10:26:19massive step forward to you
10:26:21accomplishing the goals that God has put
10:26:23in your heart and the dreams he's given
10:26:25you, the visions. I hope this video
10:26:28helped you. I don't want you guys to to
10:26:30com or to subscribe, like, whatever. I
10:26:33will ask you to do one thing though, and
10:26:35that is there's going to be a lot of
10:26:36people who click on this video and
10:26:38wonder, is it worth me putting in the 10
10:26:41hours to change my life? And I want you
10:26:44to let them know if it was worth it for
10:26:46you. Let them know in the comments. Talk
10:26:48about what this video did for you. Maybe
10:26:49it gave you a breakthrough. Maybe you
10:26:51used it to go make some money already.
10:26:53Let the people know.
10:26:55not for me but for them just so they
10:26:57will decide to put in the time to
10:27:00actually changing their lives and you
10:27:02know investing in this video. So yeah,
10:27:05um, love you guys and I will see y'all
10:27:07in the next video.
10:27:10[Music]

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