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How To Write Words That Make People Buy (Full Course) — Transcript

by Jay Yang · 9,056 words · 1,260 segments · language en · Watch on YouTube

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0:00This is likely going to be the longest
0:02video I ever make, but hopefully the
0:03most useful. In the next hour, I'm going
0:06to reveal everything that I've learned
0:07working behind the scenes with the
0:09biggest personal brands in the space.
0:11This one skill has allowed me to help
0:13launch a New York Times bestselling
0:15book, break a Guinness World Record,
0:17drive millions of dollars in revenue,
0:19and design a life with time and location
0:21freedom, all as a 20-year-old kid. And
0:23in this course, I'm going to go over
0:25what copywriting is and why it [music]
0:26matters. How to think like a copywriter,
0:29my five C's for writing on the internet,
0:31hooks, bodies, and call to actions, how
0:33to get better at copyrightiting, how to
0:35make money from copyrightiting, and how
0:37to sign high ticket clients. [music] Oh
0:39my goodness, you guys are in for a
0:41treat. Let's get to it real quick. I
0:43created a free workbook that goes along
0:46with this video [music] with a bunch of
0:47templates, exercises, and reflection
0:50questions for you and it follows and
0:52maps the video. And so, if you want to
0:54download that and go through it with the
0:55video, feel free to do so. All right,
0:57back to the video. So, what actually is
0:59copyrightiting? If you're like, Jay, you
1:01just named all of these cool, insane
1:03things, but what even is copyrightiting?
1:05Well, when I first heard of
1:06copyrightiting, I thought it was this,
1:08you know, the little C logos that you
1:10see next to logos, like the copyright
1:12trademark. That's what I thought
1:13copyrighting was. But copyrightiting is
1:16really just transferring information
1:17from one brain to another in the
1:19simplest way possible. It's persuasive
1:22writing. I first heard of copyrightiting
1:23from a guy named Sam Parr who sold a
1:26media company for tens of millions of
1:28dollars. And I thought, gosh, if it
1:30worked for him, then learning
1:32copyrightiting would probably be useful
1:33for me, too. And I think like if we were
1:35to zoom out, we all know that code is
1:37important. Code is the back end of the
1:39internet. But media or copywriting is
1:42the front end of the internet. And in an
1:44age where you can build almost anything
1:46with AI, the only remaining alpha is
1:49distribution. If you can shift the
1:51supply and demand curve in your favor,
1:52if you can make yourself overs
1:54subscribed, if you can develop
1:56distribution because of your skills, the
1:59world is yours. A blog post is
2:01copyrightiting. A YouTube script is
2:03copyrightiting. A short script is
2:04copywriting. Emails are copyrighting.
2:06Ads are copyrightiting. So, the better
2:08you get at copywriting, the better you
2:10get at everything else. It's also a life
2:12skill. Think about it. If you're an
2:13investor, you have to convince LPs to
2:15give you money. If you're a founder, you
2:17have to convince investors to fund you.
2:19If you're a founder, you have to
2:20convince your team to join you. If
2:23you're an employee, you have to convince
2:24that team to hire you. If you're a
2:26parent, you have to convince your your
2:28kids to to go to bed on time. It doesn't
2:30matter what you do. Learning how to
2:32think and communicate as effectively and
2:34persuasively as possible is a life
2:37skill. So, how do you get better at
2:38copyrightiting? The first step to
2:40getting better at copyrightiting is to
2:42realize that it was never about the
2:43writing in the first place. It was about
2:45the thinking. See, I can give you a
2:47bunch of templates and hacks that make
2:48you feel like you're getting value. For
2:50example, if I said you should use
2:52identity based hooks and say business
2:54owners or chiropractors or YouTubers or
2:57use outcomebased hooks. If you're
2:59ambitious but inconsistent, watch this
3:01video. If you're a business owner doing
3:02between $1 to $3 million a year, keep
3:04watching. Or promise hooks. We will
3:06deliver X in Y or you don't have to do
3:09Z. We will build your entire webinar
3:10funnel for free and just take a
3:12percentage of what we make you or you
3:14don't have to pay at all. I can give you
3:15those things, but I would much rather
3:18teach you how to fish than just simply
3:20give you fish because then you're just
3:22stuck repeating templates without
3:23understanding the why behind why they're
3:25working. So, the first step to getting
3:27good at copywriting is to follow what I
3:29call the six Ps of copy thinking. And
3:32this is the process that I go through
3:33with all of my clients before I write
3:35any piece of content or copy or
3:37messaging. And the six Ps are people,
3:40positioning, promise, proof, priority,
3:44and process. I know that was a mouthful,
3:46but stick with me. Let's go through all
3:47of them, and then I'm going to give you
3:48two examples of all six. So, the first P
3:50is people. Who is your offer for?
3:53Because you can't answer the question,
3:55why should they choose us until you know
3:58who is they? Let's say you're selling a
3:59marathon training program. Well, if
4:02you're selling to a beginner who's never
4:04run a marathon before, then they're
4:06probably afraid of not being able to
4:08finish or being dead last. So, your
4:10promise to them is you'll finish your
4:12first marathon. If your avatar is a busy
4:14professional, then maybe they're afraid
4:16of not being able to stick to the
4:18training plan because they're busy with
4:19work. And so your promise is we will
4:21design a training plan that fits your
4:2460-hour work week schedule. If your
4:25avatar is a runner over 40, then maybe
4:28they're afraid of getting injured and so
4:30your promise to them is you will be able
4:31to run the marathon while being healthy.
4:33If your avatar is someone who's chasing
4:35the Boston Marathon qualification, then
4:38maybe their fear is missing the mark by
4:4090 seconds. And so your promise to them
4:42is, "Hey, we're going to get you over
4:44that cross line by a lot, so you don't
4:46have to even worry about that." If your
4:48avatar is someone who's coming back from
4:49an injury, then maybe they're afraid of
4:52retaring that injury. And so your
4:53promise to them is, "We will help you
4:55run a marathon while staying healthy."
4:57Do you see how important it is to
4:58understand who you're talking to before
5:00you figure out what your messaging and
5:01positioning is? And so step one is to
5:03get crystal clear about who your avatar
5:06is. And my favorite way to do this is to
5:08build an empathy map. And so what I want
5:10you to do is to draw two lines, one
5:12going up and one going down. And you
5:14first start with current. So, what is
5:15your avatar doing on a daily basis? What
5:17are they seeing? What are they hearing?
5:19What are they smelling? What are they
5:21feeling? You put yourself in their
5:22shoes. What does their daily reality
5:24look like? And so, people often talk
5:25about the golden rule, which is treat
5:28other people the way you want to be
5:29treated. But there's actually a rule
5:31above that, which is the platinum rule.
5:33Treat other people the way they want to
5:35be treated. Because that's true empathy.
5:37It's putting yourself in their shoes,
5:39not them in yours. Then you draw a line
5:41down to future fears. And this is this
5:43is hell. Where do they not want to end
5:45up? What is their worst possible
5:47reality? Get clear on that. Then you go
5:49to their current frustrations. What are
5:51the things in their daily life that they
5:52are not liking or they want to avoid?
5:55Maybe if they have a 9 to5, they hate
5:57sitting in traffic or they hate having
5:59to dress up for work or they hate having
6:02to sit in these useless meetings or
6:04having to have like a 30-minute lunch
6:05break or being told when to go to the
6:08bathroom. Then you draw a line up to
6:10their future goals. This is heaven. this
6:12is the reality that they want to get to.
6:14And so my personal rule is I don't start
6:17writing copy until I feel like I have an
6:19overabundance of material until I feel
6:21like I have almost too much to say
6:22because of all of the context that I
6:24have on who my avatar is. And this is a
6:27super pro tip. This is probably the most
6:29alpha you'll get. I've run this with two
6:30clients and it works like crazy. The
6:33best way to research who your avatar is
6:35is to talk to your customers. Some of
6:38the best ads we've ever run is when we
6:40downloaded all of our sales calls, we
6:42uploaded it into AI, transcribed it,
6:45identified the specific reasons why they
6:47bought, and then said those exact things
6:49back to them in the ads. For example, if
6:52someone on the sales call said, "I'm
6:54ready to build something that gives me
6:56more freedom, flexibility, and control
6:58over my time and income." Then we might
7:00write an ad hook that says, "The most
7:02dangerous thing a woman can do is become
7:04disgustingly financially independent."
7:06If someone says, "I'm excited to invest
7:09in myself and learn more sales skills
7:10with the goal of one day escaping the
7:129to-ive life to have more freedom and
7:14time to live." Then an ad hook that we
7:17might write is, "The normal path will
7:19never make you a millionaire nowadays."
7:20And this isn't some escape the matrix
7:22bro science BS. I'm being so serious
7:25right now. We are literally conditioned
7:27from a young age to treat anything other
7:29than the normal path as a scam. If
7:31someone writes, "I've been a
7:32stay-at-home mom/wife for quite a few
7:35years, and with my kids in school, I
7:37feel like I finally have the time to do
7:39something for myself and make some damn
7:41money." Then we might use an ad hook
7:43that says, "If you've been looking for a
7:45way to make money around your kids'
7:47schedule without starting a whole
7:48business, you need to hear this." If
7:50someone says, "My goal is to build
7:52consistent 30K months so I can
7:54eventually transition fully out of
7:55corporate sales." Then an ad hook we
7:57might say is you don't have to quit your
7:59job, move cities, or blow up your whole
8:01life to start making more money. You
8:03just have to learn one skill. If someone
8:05says, "Hi, I'm a broke and overworked
8:07Chicago who pursued her 20-year-old
8:09self's dream of working in sports, and
8:11now I'm turning 30 this year and ready
8:12for financial stability." Then an ad
8:14hook that we may write is, "If hard work
8:17was the answer, the donkey would own the
8:19farm." And I don't say that to be harsh,
8:21but it's true. We were told from a young
8:23age that if you just work harder, put in
8:25more hours, follow the rules, be
8:28patient, that eventually you'll get what
8:30you deserve. But it's just not true. Do
8:32you see how I'm repeating back the
8:33beliefs and desires that people have
8:35said on sales calls back to them? If you
8:37can describe someone's painoint better
8:40than they can, they'll subconsciously
8:42believe that you have the solution. The
8:44pain is the pitch. The second P is
8:47positioning. And so this is why people
8:49should choose your brand or your offer
8:51over anyone else's. Positioning is how
8:53your product is perceived in your
8:55consumer's mind. When you have strong
8:57positioning, it increases brand
8:59recognition. It lubricates the sales
9:01process and it makes it easier for
9:02others to talk about you. And one of my
9:04favorite quotes is from Seth Goden. He
9:06says, "Successful brands are built with
9:09your customers talking about you, not
9:11you talking about you. Marketing is
9:13about creating the conditions for other
9:15people to eagerly spread your idea. And
9:18so there's this story of how the
9:20legendary copywriter Claude Hopkins went
9:22in to save this beer company, Schlitz
9:24Beer, and they were dead last in sales.
9:26And it was because they were competing
9:27on this positioning of pure beer, that
9:29our beer is pure. But the problem was
9:32all the other beer companies were had
9:33the same messaging. They were all saying
9:35that they were pure. And so Claude was
9:36like, "What does pure even mean?" And so
9:38he visited the factory and he got a tour
9:41of the factory. And what he found out
9:43was there was a ton of processes to make
9:46sure that their beer was pure. There was
9:484,000 ft artisian water wells. There was
9:50expensive filters and there was a
9:52thousand-year-old mother yeast cell. And
9:54Claude was like, "Why hasn't anyone
9:56talked about this before?" And the staff
9:58was like, "Well, every beer company does
10:02the same thing as us. We all do it." But
10:03Claude said, "No, this is actually
10:05really important. This is great
10:06positioning." And so he crafted an
10:08advertising campaign around all the
10:10different ways and techniques that
10:12Schlitz beer was filtering their beer
10:14and then they crushed it and became
10:15number one in sales. And it's not
10:17because they were doing anything
10:18differently. They were just simply
10:20stating the facts. But they were the
10:22first person to state the facts. And so
10:24it's like, yeah, you can use AI to write
10:26for you, but AI can't uncover these
10:28hidden advantages and strengths of your
10:31clients. So, when you're crafting your
10:33copy and your campaigns, it's on you as
10:35the copywriter to dig up these
10:37interesting angles and use them. I think
10:39you're beginning to start to see the
10:40pattern here of, you know, I haven't
10:42even talked about writing at all. It has
10:44all been about research. And that's
10:46because the game is won before the pen
10:49is even used. The third P is promise.
10:51And that is what people get when they
10:53use your product or service. And it's
10:55not about features or deliverables at
10:57all. It's about who you're helping your
10:59customer become. It's about what they
11:01want. It's the outcome. Steve Jobs
11:03didn't say, "Hey, this product has 5 GB
11:06of data." He said,
11:08>> "Amazing little device holds a thousand
11:10songs
11:12and it goes right in my pocket."
11:13>> And so my favorite test for this is the
11:16so what test. And so imagine you're
11:18selling an artisian rug. Level one is,
11:21you know, why should you want an
11:22artisian rug? Well, it's a 5x5, you
11:25know, rug made out of silk. It's super
11:27beautiful. So what? Well, it'll be large
11:29enough to anchor your room. So what?
11:31Well, your room will feel pulled
11:32together rather than random. So what?
11:34When people walk in, the room will feel
11:36intentional and clean. So what? Well,
11:38you'll get compliments from people and
11:39people will think you're awesome. So
11:41what? You'll feel like someone with
11:42great taste and a home worth showing
11:44off. Do you see how we've gone from
11:45deliverables to benefit to benefit to
11:47core outcome that we want? If you're not
11:50clear about what your customers actually
11:52want and the core outcome that you're
11:54helping them deliver, then they won't be
11:56clear on it either. And if you confuse,
11:59you lose. The fourth P is proof. Why
12:02should I trust you? And proof is
12:04evidence that backs up your promise.
12:06Trust is belief with evidence. Belief
12:09without evidence is called faith. And so
12:12there are three types of proof. The
12:13first type of proof is authority by
12:15association. And this is when you use an
12:17authority figure as your proof. Elon
12:20Musk says X, Y, and Z. Dr. Soandso says
12:24do this. The second type of proof is
12:26your results. I scaled my business to
12:29500k a year and here are the five
12:31lessons I learned. I went from making $8
12:34an hour as a barista to becoming a
12:35millionaire by 24. Here's how I did it.
12:37And the third type of proof, and this is
12:39the most important and strongest type of
12:41proof, is your client's stories and
12:43results. This is Sabrina. I helped her
12:45go from making $50,000 a year as a
12:48teacher to making $50,000 a month as a
12:50high ticket closer. A key point here is
12:52that proof is relative. And so you want
12:55to match the proof with your avatar. And
12:57so if you are selling to a middle-aged
13:0150-year-old Asian woman, then you want
13:04to show case studies and proof of other
13:06middle-aged Asian women, right? If you
13:08show a case study of a young white kid
13:10from Alabama, then it's not going to be
13:12as strong as someone who looks and
13:13sounds like the middle-aged woman. One
13:15of my favorite exercises to get better
13:17at thinking about proof is what I call
13:19the deaf and mute test. And so imagine
13:22that you're deaf and mute. You can't say
13:24anything. You can't explain your point.
13:26You can't argue. All you can do is point
13:28at different things. And so you can't
13:29point at trusted by industry leaders,
13:32but you can point at different logos.
13:34You can't point at proven results, but
13:37you can point at a number. You can't
13:38point at highly experienced, but you can
13:41point at 400 clients, 11 years in the
13:44industry. And so an example for me would
13:46be like I can't point at I'm a great
13:48copywriter, but I can point at wrote ads
13:51for a $106 million launch in three days.
13:54The fifth P is priority. Why should
13:56people act now? And there are only two
13:58reasons why people act. They want to go
14:00towards something pleasurable or away
14:02from something painful. I prefer to use
14:05pain in my ads because people will jog
14:07towards pleasure but they will sprint
14:09away from pain. There are three simple
14:11ways to highlight priority. Number one
14:13is scarcity. So there's limited spots.
14:16Number two is urgency. This goes away in
14:19x amount of days. And number three is
14:21the cost of inaction. And this is my
14:22favorite. What happens if you stay on
14:25your current path? Because the gap
14:26between where they are and where they
14:29want to be, that gap creates
14:31deprivation. And deprivation is the
14:33cousin of motivation. And so you can
14:35kind of think about it like if you're
14:37drowning underwater, you don't casually
14:39swim up to the surface. No, you kick and
14:41claw and fight your way up to get air.
14:43Similarly, the stronger the deprivation,
14:46the stronger the motivation to take
14:48action will be. And the sixth and final
14:50P is process. How does your offer work?
14:53If I said, "Hey, I'll help you lose
14:55weight." Well, there's many ways I can
14:57help you do that. I can give you GLP1s.
15:00I can get you on a caloric deficit diet.
15:03I can get you to start doing Pilates. I
15:05can help you train for a marathon. All
15:07of these are different processes to get
15:09to the outcome that we want. A good
15:11process does four things. Number one, it
15:13explains why other solutions fail.
15:16Number two, it creates a believable
15:19path. Number three, it feels different.
15:21And number four, it's easy to
15:24understand. And I'll share an example of
15:25this in just a second, but a quick way
15:27to figure out what your process is is to
15:30ask yourself number one, what do most
15:33people believe? Number two, why are they
15:35wrong? And number three, what do you
15:38believe instead? Everyone thinks X, it's
15:40wrong because Y, and the solution is Z.
15:43Everyone thinks you have to start a
15:45business to start making money online,
15:47but you can actually get paid without
15:48being an influencer or building a whole
15:50business. It's called high ticket sales
15:52or everyone thinks more activity equals
15:55more progress. But you can actually
15:57scale faster by identifying the limiting
15:59factor and solving it. We call this the
16:02value acceleration method. All right.
16:04So, those are the six Ps. People, who is
16:06your offer for? Positioning, why you
16:09over others? Promise, what do they get?
16:12Proof, why trust you? Priority, why act
16:15now? And process, how does it work? And
16:18so, I want to share two quick examples
16:19of these six Ps and how I turn that into
16:22an ad just to show how I think about
16:24this. And so, Alex Herozi, the people
16:26that he's targeting are business owners
16:28doing over $500,000 a year in revenue.
16:30The positioning is we teach you what's
16:33working in our portfolio companies. The
16:35promise is learn the one to three things
16:38to scale past your current level. The
16:40proof is last year my portfolio
16:42generated over $250 million in aggregate
16:45revenue. The priority is if you don't
16:47act then all problems route to you and
16:50you don't have a business, you have a
16:52job and our workshops get booked out.
16:54The process is see how we scale using
16:57the value acceleration method which is
16:59the compilation of all the stuff I've
17:00done across all the different
17:01industries. And so if we know that those
17:03are the six Ps for Alexi, the ad almost
17:06writes itself once we know all of those
17:08P's. So here's an example ad. If your
17:10business is doing between 1 to $3
17:12million a year in revenue, then you're
17:14in what we call the swamp, which means
17:16you're too busy to work on the business
17:18because you're drowning in the business,
17:20but you don't have enough cash to hire
17:22the key hires you need. So, you're stuck
17:24in a vicious cycle. You can't grow
17:25without help, and you can't afford help
17:27without growth. So, what do you do?
17:29These are all the symptoms of having
17:30keyman risk. And in order to build a
17:32more scalable company, growth can't
17:34fully depend on you. That's exactly what
17:36we help business owners do at our
17:37scaling workshops. If you're a business
17:39owner, I'd like to invite you out to our
17:41headquarters here in Vegas to see how we
17:43scale using the value acceleration
17:45method, which is the compilation of all
17:47the stuff I've done across all the
17:49different industries. And if that sounds
17:50interesting, you can click below, book a
17:53call, and I'd love to potentially meet
17:54you and see you in person. So, we call
17:56out who he's targeting, business owners
17:58doing over $1 to $3 million a year. We
18:00tell them why they should want to solve
18:01this problem so they can get out of
18:03their vicious cycle of being in the
18:05swamp. We make the promise that we'll
18:07solve the one to three things that are
18:08bottlenecking your business. We talk
18:09about the process, which is the value
18:11acceleration method, and then we give
18:13proof that he's done it across all the
18:15different industries. The second example
18:17is for Shelby Sap and Shelby runs an
18:19offer that helps women get into high
18:21ticket sales and it's a little bit more
18:23of an unsophisticated audience. What I
18:26mean by that is these are women who
18:27haven't been sold or marketed a lot of
18:29business opportunity offers unlike
18:32Alex's B2B audience. And so rather than
18:34leaning on a specific process like the
18:36value acceleration method, the actual
18:38process is the opportunity vehicle
18:40itself, high ticket sales. So here's an
18:41example. If you don't want to quit your
18:43job to start something new, but you want
18:45to make more money, then this is your
18:46sign to get into high ticket sales. My
18:48name is Shelby Sap, and I went from
18:50making $8 an hour as a barista to being
18:52a millionaire at 24 years old. And I'm
18:54in a sales industry that very few people
18:57understand. It's called high ticket
18:58sales. You don't need to go into an
19:00office. You don't need to work a 9 to5.
19:02You don't even need to have sales
19:04experience in order to get started. and
19:05has helped me move into my dream home on
19:08the water, drive my dream Porsche, and
19:10buy multiple investment properties. High
19:12ticket sales is the best sales
19:14opportunity for women to start making
19:16extra money by taking these high ticket
19:18calls from anywhere in the world. Yes,
19:20you can work remote, choose your own
19:22hours, and close expensive deals for
19:24some of the best online coaches and
19:26creators. There is not a better
19:27opportunity in the world to start
19:29stacking your savings. So, if you give
19:31me 60 minutes this Tuesday, I'm inviting
19:33you to register for my live high ticket
19:35sales master class for free. It's only
19:38for women, and I'm going to personally
19:40show you how to start closing high
19:41ticket deals and how to land on your
19:43first offer. So, click the button below
19:45to register and secure your spot for
19:47this Tuesday at 8:00 p.m. Eastern. Do
19:49you see how all the pieces are starting
19:50to come together? It's not about the
19:52words, it's about the thinking behind
19:54the words. And I want to stress the
19:56importance of this because if you
19:58understand the six Ps of copy thinking,
20:00you'll never grow broke. This is how you
20:02build campaigns. This is how you
20:04position products. This is how you scale
20:06brands. If you understand how to think,
20:09the world is yours. Man, I can probably
20:11stop here and that'll be the course. But
20:13let's keep going. Once you know how to
20:15think like a copywriter, the next step
20:16you have to take is how do you write
20:18like a copywriter? These are my five C's
20:20for writing on the internet. And I like
20:22to call this real world writing because
20:24in school you're taught that you have to
20:26write five paragraph essays and use big
20:29words and long sentences to sound smart
20:32and that you can't use me or you or I or
20:35any first person adjectives. And a
20:37teacher is paid to read your writing.
20:38But in real life, it's the complete
20:40opposite. It's not about how smart you
20:42are as the writer. It's about how smart
20:44the reader feels. And nobody owes you
20:46their attention. I like to operate from
20:48the lens that everyone who reads my
20:51stuff is busy, distracted, and has a
20:54below fifth grade reading level. And so
20:56the first C is to be clear. They cannot
20:59buy from you or be persuaded from you if
21:02they don't understand what you're trying
21:03to say. And one of my favorite ways to
21:06write more clearly is not to try and
21:08write more clearly, but to remove
21:10anything that's unclear. We start from
21:12the end and work our way to the front.
21:14And one of my favorite tests for whether
21:16my writing is clear or not is what I
21:18call the firefighter test. And so
21:20imagine that you're in a house and
21:22there's a fire downstairs. And there's
21:24people on the upstairs level that you
21:26have to warn. And you go up there and
21:27you run upstairs and you say, "Hey guys,
21:29I need to tell you something. Um, you
21:31know, there's a situation going down
21:33downstairs that um, you know, uh, we may
21:36need to think about and we kind of have
21:38to act quickly. Um, are you guys
21:40listening?" Okay. So, there may or may
21:43not be a fire downstairs, and I don't
21:46know how big it is, but we should we
21:48should probably do something. That is
21:49horrible, terrible, super unclear. Now,
21:52imagine you run upstairs and say, "Hey
21:54guys, there's a fire downstairs. I need
21:56you to open the window and jump out."
21:57You see how much more clear that is? And
21:58so, pro tip, use Hemingway app. It's a
22:01free tool. I'm not affiliated with it in
22:04any way, but basically you can paste
22:06your writing into Hemingway and it will
22:07grade your writing level and show you
22:09the specific sentences and words that
22:11you should cut or rewrite to make it
22:13more clear. The second C is concise. You
22:16want to have writing that has no wasted
22:18words. In school, you're rewarded for
22:20hitting that like 500word count or
22:22whatever, but again, in the real world,
22:23no one owes you their attention. And so,
22:25I like to pretend that every word that I
22:28write costs $10. And so the question I
22:31always ask myself before I publish any
22:32piece of writing is what can I cut
22:35without removing quality or
22:37understanding? And one of my favorite
22:39ways to get better at writing more
22:40concisely is to write tweets. And so for
22:43the beginning of my career, I used to
22:45write 10 plus tweets a day for 6 months
22:47straight because what Twitter does, I
22:49guess it's called X nowadays, is there's
22:51a 280 character limit. And so it forces
22:54you to be concise. I think the beauty of
22:57also writing on Twitter is it becomes a
22:59foundation for everything else. And so I
23:01see Twitter as my idea playground. I
23:04like to test a bunch of ideas because
23:06you don't get penalized for posting 10
23:0820 times a day. And so what you can do
23:10is you can see what ideas or angles
23:12resonate on Twitter and then turn those
23:14into ad hooks, turn those into points
23:16for a YouTube video, turn those into
23:17short scripts. And so Twitter becomes a
23:19foundation for all the other content.
23:21The third C is concrete. And this is
23:24where you want to make your writing
23:26visualizable. You want your readers to
23:28be able to picture what you're writing
23:29in their heads. And so instead of
23:31saying, "We help business owners grow,"
23:33you can say, "We took a roofing company
23:35from 14 leads a month to 70 leads a
23:38month." I think a big thing here is when
23:40you are trying to describe something big
23:42and amorphous, for example, like love,
23:45it makes sense to zoom in because if you
23:48say, "I love you," it it it's hard to
23:50picture that. What does that mean,
23:52right? But if you say, you know,
23:53sometimes I wake up and I put my hand
23:56out next to the bed and you're not there
23:59and I open my eyes and you're not there
24:01and I roll over and I sniff your pillow
24:03because it smells like you. It reminds
24:05me of of you. That's more visualizable,
24:07right? I'm not saying that all your
24:09writing has to be visualizable, but when
24:11you are trying to articulate or describe
24:13something meaningful, like an emotion,
24:15it makes sense to zoom in and try and
24:17think about how people will picture this
24:19in their head. The fourth C is
24:21conversational. And so this is really
24:23just about making your reading readable
24:25for your avatar. And so one of the like
24:27biggest mistakes I see people make when
24:29they're writing specifically for social
24:31media is they take a lot of habits that
24:34they learned in school and they apply it
24:36to LinkedIn posts or or Twitter posts.
24:38And it reads very corporate and and
24:41robotic. But if you read the writing out
24:43loud, it's just not how anyone talks.
24:45And so what you want to do is match your
24:47writing with your reader inroup. Meaning
24:50if you're talking to 20-year-old college
24:52students, then you want to use the same
24:54lingo and language that they're using.
24:57>> The party was
25:01positively pushing P.
25:03>> That's cap, your honor. It's giving
25:04leading questions
25:05>> so that they trust you. And if you're
25:07talking to 50-year-old lawyers, then you
25:09probably want to use different language
25:11and lingo that they use. And this is why
25:13understanding your people, who you're
25:15talking to is so important because if
25:16you're talking to 20-year-old college
25:18students, then please don't hesitate to
25:21reach out becomes just text me if you
25:23need anything. The fifth C is cadence.
25:25You want your writing to read almost
25:28like music. If you have the same run-on
25:31droning sentences, then your reader will
25:33be bored out of their mind. And people
25:35who are bored usually don't buy. And so
25:37I'm going to put up on screen Gary
25:39Pvost's Write Like Music. It is my
25:41favorite example of what writing with
25:43cadence means. This sentence has five
25:46words. Here are five more words.
25:48Fiveword sentences are fine, but several
25:51together become monotonous. Listen to
25:53what is happening. The writing is
25:55getting boring. The sound of it drones.
25:57It's like a stuck record. The ear
25:59demands some variety. Now listen. I vary
26:02the sentence length and I create music.
26:04Music. The writing sings. It has a
26:07pleasant rhythm, a lil, a harmony. I use
26:10short sentences and I use sentences of
26:12medium length. And sometimes when I am
26:15certain the reader is rested, I will
26:17engage him with a sentence of
26:18considerable length. A sentence that
26:20burns with energy and builds with all
26:22the impetus of a crescendo, the roll of
26:24the drums, the crash of the symbols,
26:27sounds that say, "Listen to this. It is
26:30important." So write with a combination
26:33of short, medium, and long sentences.
26:36Create a sound that pleases the reader's
26:38ear. Don't just write words, write
26:41music. And so, two quick tests to write
26:44with more cadence. Number one is to read
26:47your writing out loud after you've
26:49written it. If there's anywhere that you
26:51stumble or sounds unclear, rewrite it.
26:53The second test is if you squint your
26:55eyes and only look at the outline of
26:58your writing, you can actually look at
26:59the shape of the the sentences. Does it
27:02vary or is everything in one straight
27:03line or does it does it have like a
27:05choppy Z? I think the big point here
27:08about the five C's of writing for the
27:09internet is we are not trying to win
27:12awards for poetry, we're not trying to
27:14entertain the reader. We're simply
27:16trying to be clear. The best copywriting
27:19is like the windows in a mall. It's
27:21see-through. You're not trying to see
27:22the window. You're trying to see the
27:24stuff in the store. Similarly, the best
27:26copy does not draw attention to the
27:28writing itself. It acts like a window to
27:30what the offer is. I know that was a
27:33lot. Are you still with me? Let's dive
27:34into hooks, bodies, and call to actions
27:36next, and then we'll talk about how to
27:38make money with copywriting. The
27:39advertiser David Oglevie once wrote,
27:42"The average person reads five times as
27:44many headlines as they do bodies of
27:46copy." And so, when you've written your
27:47headline, you spend 80 cents out of your
27:50dollar in advertising. It's not an
27:51overexaggeration to say your hook
27:54determines probably 90% of your post's
27:56performance. And so, while there are
27:58many different ways you can write a
27:59hook, and I'm not going to pretend I can
28:01share all of them in this video, I will
28:03share the hook formula that's worked the
28:05best for me. And hopefully it helps you.
28:07And the formula is that virality equals
28:11benefit time relevance time credibility
28:15divided by perceived effort. Let me
28:17explain. Benefit is why people should
28:20care. What are they going to get from
28:21reading this piece of content or copy?
28:24Relevance is how many people this piece
28:26of work applies to. Credibility is why
28:29they should listen to you. And perceived
28:30effort is how much effort it takes to
28:32both read the piece of content and also
28:34implement it. And so one of my favorite
28:36examples of what this viral hook formula
28:38looks like in practice is a Twitter
28:41thread that I wrote for Noah Kagan a few
28:43years ago. It says, "I was employee
28:45number 30 at Facebook. Then I got fired.
28:48For a long time, I was bitter that they
28:49let me go. But the lessons I learned
28:51from Mark and Facebook helped me build a
28:54$100 million a year company. 10 lessons
28:56I learned from working directly under
28:58Mark Zuckerberg. And so the credibility
29:00is that he worked as employee number 30
29:02for Facebook. The benefit is that you
29:04are going to learn the 10 lessons he
29:06learned. The relevance is that 10
29:08lessons can be applied to pretty much
29:10anyone. And the perceived effort is
29:11super high because almost never get
29:13access to Mark Zuckerberg. And so
29:15instead of having to have access to
29:17them, you can read this thread. For the
29:19body of a post, again, there are many
29:21different ways you can write a body. It
29:23just depends on what you're writing. But
29:25there are two universal frameworks that
29:28I like to use when I'm writing posts or
29:30like to at least think about. The first
29:31is the what, why, how. And this is
29:33typically for educational content. And
29:36so step one is what is the point you're
29:38trying to make. Step two is why people
29:40should care. And step three is how do
29:42they implement it? And so, for example,
29:44you should drink more water. That's the
29:46what. Why? Because drinking more water
29:50helps you think more clearly, speak more
29:52articulately, makes your skin glow, and
29:54you feel more energized. How do you do
29:56it? Well, before every meal, drink an 8
29:58oz glass of water. And that will be 24
30:01ounces of water every day. And that is
30:03more than enough to get started. You can
30:05actually read in my books. I like to use
30:07this to structure chapters. Is what is
30:10the point I'm trying to make? Why should
30:11people care? and how do you actually
30:13implement it. The second framework is
30:15the but therefore framework. And this is
30:17mainly more for storytelling content.
30:19When most people tell stories, they tell
30:22it very linearly, right? I woke up and
30:25then I brushed my teeth and then I
30:27changed my clothes and then I went to
30:29the grocery store and then I forgot my
30:31keys at home and so I had to go home.
30:33Right? Very boring story. There's no
30:35tension. There's no story arc. It's just
30:37a a straight line. If you use the but
30:40therefore method, then you're naturally
30:41going to create more tension and
30:42surprise. I woke up and went to the
30:45grocery store, but I forgot my keys at
30:48home. Therefore, I went back home, but I
30:51realized that someone was in my kitchen,
30:53right? It creates this natural story arc
30:55because you're flipping back and forth.
30:57Call to actions or CTAs. There's again a
31:00ton of formulas, but I think the number
31:02one point here is we're not trying to be
31:04influencers. we're trying to grow our
31:06business or get something out of
31:08content. And so CTAs are super
31:10important. What do we want people to do
31:12next? And I like to use a who, what,
31:15when, how framework for my CTAs. So you
31:18state who you're looking for, what they
31:21need to do, when they need to do it by,
31:23and how they should do it. For example,
31:25if you're a copywriter starting from
31:27zero and you want to learn how to sign
31:29your first high-paying client in the
31:31next 90 days, click the link below to
31:34download my free workbook and you'll be
31:36able to fill it out in 20 minutes and
31:38get more clarity on how to get better at
31:40copyrightiting. That's a CTA. Remember,
31:42one CTA to one avatar to one offer. So,
31:46how do you get better at copyrightiting?
31:47The secret to getting better at
31:49copywriting is, drum roll please, to
31:52read great writing and write more. I
31:55know, crazy. But there really isn't any
31:58other secret. When I first started to
32:00get into copyrightiting, I immersed
32:02myself in the world. I tried to find
32:04every copyrightiting book that I could
32:05find. I read old advertisements every
32:07day. I would listen to podcasts about
32:10copyrightiting and YouTube videos about
32:12copyrightiting while I was in the line
32:13at my cafeteria in my school. I created
32:16a swipe file of every piece of content
32:18or hook that captured my attention and
32:20then spent time analyzing why they
32:22captured my attention. I did copy work
32:25which is when you read writing and then
32:27handcopy the words on a separate
32:29notebook to understand the rhythm of
32:31what good writing looks like. Every
32:33single day I wrote 10 plus tweets for 6
32:36months. And I worked at three
32:37copyrightiting agencies before I started
32:39my own so I could learn and practice the
32:41skill while also getting a peak at what
32:43the agency was doing and how it
32:45operated. Yes, this is going to take
32:47time. Yes, it's tedious. Yes, when you
32:49do copy work, your hand is going to
32:51start to cramp, but that is the point.
32:53You don't want to just skip this part
32:55and make money. You want the skill. And
32:57this is why like lottery winners go
32:59broke again. It's because it wasn't
33:01about the money. It was about who you
33:03had to become to earn that money. I've
33:05always said, I don't want financial
33:07security. I want financial confidence. I
33:10want the confidence in knowing that if I
33:12lost everything, I could get back to
33:14where I was over and over and over again
33:16because of the skill set that I have.
33:18All right, time for the juicy stuff. How
33:20do you make money from copyrightiting?
33:22So, fundamentally, if you want to make
33:24money online, there's three parts to it.
33:26You have traffic, you have conversion,
33:29and you have an offer. You need people,
33:32you need to sell them something, and you
33:33need to have something to sell. And so
33:35copywriting helps you with all three
33:36parts of that funnel. And so if we were
33:38to break this down into a funnel, you
33:40have usually social media content or
33:42paid ads, right? And so you can
33:44specialize in writing shorts or
33:45Instagram reels for business owners. You
33:47can specialize in writing YouTube
33:49scripts for business owners. You can
33:51specialize in writing paid ads for
33:52business owners. That's traffic. You
33:54have to get people in the door. The
33:56second part is conversion. Once you get
33:58attention on social media and you get
34:00attention through ads, it usually
34:01funnels somewhere. Usually an email list
34:03or a webinar or a VSSL, which is a video
34:07sales letter. It's simply the video that
34:08you put on a landing page or the landing
34:10page. All of those different things you
34:12can write copy for. Usually people
34:14bundle it up because it's part of one
34:16process. They bundle it up and I say, I
34:18do all of that. But you can start with
34:20just one of these things and specialize
34:21in that. And then that conversion has to
34:23funnel to an offer and someone has to
34:25create an offer. And so if you learn how
34:27to think about copyrightiting, if you
34:28learn the six Ps, when you craft offers,
34:31you'll be better than the average
34:32business owner and you can help them
34:34shape what that offer looks like to be
34:36more valuable. So you can do social
34:37media ghost writing, you can be an ad
34:39copywriter, you can be an email
34:40marketing specialist, you can be a VSSL
34:43webinar specialist, you can be a growth
34:45operator and partner with influencers
34:47and build the backend of their
34:48businesses and say, "You do the
34:50influencing, you get the traffic, and
34:52I'll build everything else." I think the
34:53big rule here is to try and go high
34:56ticket. If you work with richer people,
34:59they tend to pay better. They tend to be
35:01better clients, easier to work with,
35:04understand your value. If I were
35:06starting over, I would probably pick two
35:08niches right now. Number one is the tech
35:10and startups lane. I would either write
35:12launch videos or help them with run ads.
35:15We're in like a tech bubble right now
35:16and so people are raising a ton of money
35:19needing to spend that money on marketing
35:20and they're not they don't know what to
35:22do with it. And so I would come in and
35:23be like, I'll help you spend this ad
35:25budget, this marketing budget, and I'll
35:26write the ads. I just take a percentage
35:28of what I make you. The second niche
35:29that I consider is the info space. I
35:31would try and partner with info brands
35:33and position myself as an email
35:35copywriter and say, "Hey, I'll write a
35:37email sequence for you completely for
35:39free upfront, but I'll take 10 to 15% of
35:42all the revenue that I generate you
35:44through email." And if you're like,
35:45"Okay, yeah, Jay, easy to say. Just
35:47charge more and and go high ticket, but
35:49like how do you actually do that?" Well,
35:51let me tell you. To make more money and
35:53to be able to charge more, you need to
35:55create more value. What is value? Well,
35:58value is created through three main
35:59ways. You can save people time. You can
36:02make people more money. Or you can
36:03reduce their risk. For example, if I
36:06said, I will write an email sequence for
36:09you in the next 14 days completely by
36:11myself and I'll help you generate
36:12$100,000 or I'll work for free. That's a
36:15pretty no-brainer offer. And if they
36:17don't take your offer, there's usually
36:19three reasons why. And this is a
36:20checklist that I go through. Number one,
36:22am I making it hard to say yes? How can
36:25I reduce the time investment on their
36:27end? Number two, am I not showing how
36:29I'd make them money? Maybe I have to
36:32explain it better. Number three, do they
36:34not think I can do it? Maybe I need to
36:36show more proof or results. And so, if
36:38you play around with the three vectors
36:40of value, speed, risk, and ease, you're
36:42able to create a more irresistible offer
36:44and charge more. If you're like, "Whoa,
36:46whoa, whoa, back up Jay. I'm just trying
36:48to learn copyrightiting right now was
36:50way too overwhelming. Number one, I
36:52apologize. I think I am starting to
36:55suffer the the consequences of the curse
36:57of knowledge. Meaning, I've been in this
36:59industry for the last 5 plus years. I'm
37:01starting to forget a little bit of what
37:03it's like to be a beginner. And so,
37:04there are gaps that I probably didn't
37:06explain super well. So, if you are an
37:08absolute beginner, this is what I'd
37:09recommend. Number one, study
37:11copywriting. Watch courses, watch
37:13YouTube videos, listen to podcasts, do
37:15copy work. Number two is practice in
37:17public. Start a Twitter account, start a
37:19LinkedIn account, and basically document
37:21your learning in real time. You know, I
37:23just read the boron letters. Here's the
37:25lesson that I learned. Here's day one of
37:27doing copy work. Here's day two of doing
37:28copy work. Here's day three of doing
37:30copy work. Show your results in public
37:32because this increases your surface area
37:33for serendipity. Number three, I would
37:36work for an agency. I think there is no
37:37better way to spend time practicing your
37:40craft and make money from it while not
37:42having to go out and hunt for clients.
37:45Number four, once you do leave the
37:46agency, what I do to get my first client
37:48is work for free. I'd say, "Hey, you
37:50know, being upfront, I don't have a ton
37:52of case studies. I want you to be my
37:53case study, and so I'm willing to do
37:55this work for you for free upfront. Once
37:57you have some case studies, then I would
37:59focus on charging money." All right. How
38:01do you get clients? If you have no
38:03money, then you should have no shame.
38:04And so, when I was starting out, I was
38:0617 years old, and I had no degree. I had
38:10no experience. And I didn't want people
38:13to think of me as this 17-year-old kid
38:16who had no experience and use that
38:17against me. They'd be like they they
38:19they'd lowball me. They'd take advantage
38:21of me. And so what I did is I would show
38:24up to sales calls with a Google Slides
38:27presentation of all the things that I
38:29would do for them. So I'd basically do
38:31the work up front. I would give specific
38:33ideas that I would implement for them to
38:35make it a no-brainer for them to say
38:37yes. And so the big idea here is if you
38:39want to get an opportunity, you need to
38:41show two things. Number one, that you
38:44want the opportunity. And number two,
38:45that you can do the opportunity. And the
38:48best way to show both of those things is
38:50to do the work upfront. My favorite
38:53question of all time is, how can I make
38:55this a no-brainer for the other person?
38:57How can I reduce the friction it takes
38:59for them to say yes? And so I want to
39:01read an excerpt of my new book, Work
39:03with the Best, on the tag method. how I
39:06use this approach to land a $150,000 job
39:10as a 17-year-old kid with a ninef
39:13figureure CEO because if I was starting
39:14over from scratch, this is the playbook
39:16that I would run over and over and over
39:18again. So, I got my author copy of work
39:21with the best. You can see the the
39:23author copy and I want to read this to
39:25you. So, this is called the tag method
39:27and I learned this from Charlie Hoen who
39:29was the director of special projects for
39:31Tim Ferrris and eventually started his
39:34own business. The tag method starts with
39:36T, which is Target. I found out that
39:38Noah Kagan, who ran AppSumo, 9Figure
39:41Company, was looking for help growing
39:42his newsletter in preparation for his
39:44book launch. I had followed him on
39:46Twitter and watched a ton of his YouTube
39:47videos, so I was familiar with his work
39:49and knew his career was the direction I
39:51wanted to go. The A is audit. I didn't
39:54know Noah's background that deeply, so I
39:55spent 50 hours researching everything I
39:58could about him and his business. I
39:59Googled Noah Kagan and scrolled all the
40:01way down and went to the second and
40:03third page of results. I watched his
40:05oldest YouTube videos from over a decade
40:07ago. I listened to the podcast
40:09interviews he went on. I figured out the
40:11backstory of Absumo, the key people in
40:13his life, his best friends, things
40:15people had said about him, things he'd
40:17said about himself in old interviews. I
40:19wanted to understand how he thought,
40:21what he cared about, and what his
40:22priorities were. Then I audited his
40:25newsletter from top to bottom. I asked
40:27myself, if I had this job, what would be
40:31the first thing I do to put together a
40:33strategy? I tried to answer every
40:35question that I could think of. How big
40:37was his email list? What platform was he
40:40hosting it on? What did his landing page
40:42look like? And what was the first thing
40:43a visitor saw? How did people sign up?
40:46What was the welcome email? Where were
40:48subscribers coming from? What social
40:51platforms was he promoting it on? And
40:53which ones was he ignoring? Where was he
40:55being consistent? Where was he not? What
40:58were other creators in the space doing
40:59that we could learn from? I pulled the
41:01similar web data on his traffic sources.
41:03I looked at what percentage of his
41:05traffic was coming from each platform. I
41:07could see that Twitter and LinkedIn had
41:09a ton of room for growth that he wasn't
41:10taking advantage of. And then the G is
41:12gift. Once I had all the research, I
41:15needed to turn it into something Noah
41:16could look at and immediately
41:18understand. So, I built a 19 slide deck
41:21in Google Slides. It was purposely
41:23scrappyl looking because I knew Noah
41:24valued people who were real and
41:26approachable, not corporate and
41:27button-uped. And I made it visual and
41:29skimable because I knew he was a busy
41:31guy who probably wouldn't read a 10-page
41:32memo. Then to remove any remaining
41:35doubt, I created nine pieces of ready to
41:38publish social media content that he
41:40could post right now to test whether I
41:42knew what I was talking about. He loved
41:44it and I became his head of content at
41:4617 years old. If you want to land a
41:47client, the pitch deck strategy is one
41:49of the best approaches you can use
41:52because it shows that you are a hungry,
41:54ambitious, high agency person. And it
41:57also demonstrates your competence
41:58upfront. It makes it super easy to say
42:01yes because so they can open the Google
42:02slides on their phone quickly scroll
42:04through and figure out whether you know
42:05what you're talking about or not. And so
42:07if you're interested in seeing more
42:09about the pitch deck that I created for
42:11Noah Kagan, I also created it for
42:13acquisition.com and also for Beehive,
42:15the very first internship that I got.
42:17All of those are linked below in the
42:19description. I highly recommend checking
42:20it out. I know that was a lot. I
42:22basically just word vomited a bunch of
42:25information at you and I appreciate you
42:27for making it to this far in the video.
42:29I think the big idea here is to just
42:32start. Start messy. Start imperfectly.
42:35You know, I started learning
42:36copyrighting when I was 15, and I think,
42:38you know, I'm 20 now, and I still think
42:40I have a long way to go to figuring out
42:42how to be great at it. And so, just
42:44realize that this is a long game, and
42:46that most importantly, it'll be worth
42:48it. I don't think I've ever met someone
42:49who said they regretted learning
42:51copyrightiting because no matter what
42:53you do, fundamentally, you will not get
42:55poorer from learning how to communicate
42:58and and write persuasively. I think the
43:00last point I'll make here is that when
43:02you feel discouraged, when you feel that
43:04things aren't going your way, I want you
43:07to ask yourself two questions. Number
43:09one, does giving up increase the
43:11likelihood that I get what I want? And
43:13number two, what story do I want to tell
43:16at the end of this? Do I want to say
43:18that things were hard and that I gave up
43:21or that things were hard and I kept
43:22going, that I won anyway because I'm a
43:25winner? And so remember that this is a
43:27long game and you cannot lose if you do
43:30not quit. I'm rooting for you.

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