To CREATORS who want to sell stuff online...
An UNCOMFORTABLE TRUTH:
An UNCOMFORTABLE TRUTH:
1/ You're going to build a funnel
And at the bottom of your funnel is...
A piece of LONG FORM COPY
And at the bottom of your funnel is...
A piece of LONG FORM COPY
2/ It doesn't matter if you're selling a...
• $7 tripwire
• $47-97 eBook
• $297-497 course
• $497-$5,000 CBC
• $10/mo newsletter
• $97/mo membership
• $5-25k+ coaching/mastermind
You need LONG FORM COPY
• $7 tripwire
• $47-97 eBook
• $297-497 course
• $497-$5,000 CBC
• $10/mo newsletter
• $97/mo membership
• $5-25k+ coaching/mastermind
You need LONG FORM COPY
3/ But wait, what tf is LONG FORM COPY?
It's a sales pitch, that's 25-60m long... or 5-10k words
E.G.
• Zoom Call
• Sales Letter
• Live Webinar
• Evergreen Webinar
• VSL (Video Sales Letter)
It's a sales pitch, that's 25-60m long... or 5-10k words
E.G.
• Zoom Call
• Sales Letter
• Live Webinar
• Evergreen Webinar
• VSL (Video Sales Letter)
4/ Think about EVERY funnel you've ever bought a digital product, course, or w/e...
You were smashed in the eyeballs (or ears) with a lot of words (copy).
Maybe you ignored most of it, skimmed it, thought it was "too long"... but guess what?
You were smashed in the eyeballs (or ears) with a lot of words (copy).
Maybe you ignored most of it, skimmed it, thought it was "too long"... but guess what?
5/ I've been doing this for 15 years now for clients.
From hi-6/lo-7 fig gurus/coaches... to 8-10 fig publishers.
And no matter how often we split-test "shorter copy"...
Long copy always wins
From hi-6/lo-7 fig gurus/coaches... to 8-10 fig publishers.
And no matter how often we split-test "shorter copy"...
Long copy always wins
6/ Believe me -- everybody in this industry, including copywriters like me... would LOVE to write less.
Do you even know how PAINFUL it is to write these things?
Do you even know how PAINFUL it is to write these things?
7/ But if you want to sell information (courses/ebooks)... or advice (coaching/newsletters)... or memberships (community)...
You need to write LONG COPY
You need to write LONG COPY
8/ Fortunately for you, I’ve written at least 150+ of these monsters… and consulted on hundreds more.
Long copy I’ve written (and consulted on) has driven $250M in sales.
Long copy I’ve written (and consulted on) has driven $250M in sales.
9/ There is a common structure to all of them.
1. Headline/Lede
2. Stories
3. Reframe/Logic
4. Solution/Mechanism
5. Product
6. Offer
Let’s break each one down…
1. Headline/Lede
2. Stories
3. Reframe/Logic
4. Solution/Mechanism
5. Product
6. Offer
Let’s break each one down…
10/ HEADLINE & LEDE
The headline’s job is to get attention. It should have a hook for curiosity, tap their emotions, and make a promise.
Ideally, have urgency or scarcity as well.
The lede is the “ad for the ad”. It expands on the headline, teasing and promising.
The headline’s job is to get attention. It should have a hook for curiosity, tap their emotions, and make a promise.
Ideally, have urgency or scarcity as well.
The lede is the “ad for the ad”. It expands on the headline, teasing and promising.
11/ STORIES
You need to tell 3 stories here:
• Your Credibility Story
• Your Nightmare Story
• Your Discovery Story
You need to tell 3 stories here:
• Your Credibility Story
• Your Nightmare Story
• Your Discovery Story
12/ Obviously, I can’t go into detail of every part in a single thread.
But I do that in a multi-part email series here:
crashcopy.com
But I do that in a multi-part email series here:
crashcopy.com
13/ REFRAME & LOGIC
Here you diagnose their problem in a way they’ve never heard of before.
And explain to them why >this< is the REAL reason why they haven’t solved their problem yet.
I go into that more here:
Here you diagnose their problem in a way they’ve never heard of before.
And explain to them why >this< is the REAL reason why they haven’t solved their problem yet.
I go into that more here:
14/ SOLUTION & MECHANISM
Now that you’ve diagnosed their problem in a way they haven’t heard before…
You explain the “mechanism” in which this problem can be solved.
(HINT: your product should be using this same mechanism, obvs)
Now that you’ve diagnosed their problem in a way they haven’t heard before…
You explain the “mechanism” in which this problem can be solved.
(HINT: your product should be using this same mechanism, obvs)
15/ PRODUCT
This is where you go, “oh btw, I’ve spent an inordinate amount of time/$$$ working on a product that does exactly this mechanism. Let me tell you about it”
NOW - you tell them about the features and bennies of your product
ALSO why your product is unique/different
This is where you go, “oh btw, I’ve spent an inordinate amount of time/$$$ working on a product that does exactly this mechanism. Let me tell you about it”
NOW - you tell them about the features and bennies of your product
ALSO why your product is unique/different
16/ OFFER
Time to ask for money. There’s a sequence to it:
- Value Build
- Retail Price
- Sale Price
- Reason Why for Sale
- Urgency/Scarcity/Deadline
- Guarantee
- Emo Close
- Bonuses
- Testies
- Another Close or 2
- FAQ (secretly another pitch)
Time to ask for money. There’s a sequence to it:
- Value Build
- Retail Price
- Sale Price
- Reason Why for Sale
- Urgency/Scarcity/Deadline
- Guarantee
- Emo Close
- Bonuses
- Testies
- Another Close or 2
- FAQ (secretly another pitch)
17/ And there you have it.
The 6-Part Structure that shows up in every pitch, sales letter, webinar, Zoom call, VSL.
1. Headline/Lede
2. Stories
3. Reframe/Logic
4. Solution/Mechanism
5. Product
6. Offer
Pay attention. You’ll see this structure in every good funnel now.
The 6-Part Structure that shows up in every pitch, sales letter, webinar, Zoom call, VSL.
1. Headline/Lede
2. Stories
3. Reframe/Logic
4. Solution/Mechanism
5. Product
6. Offer
Pay attention. You’ll see this structure in every good funnel now.
18/ I’ve taught this structure to hundreds of aspiring copywriters, creators, and business owners.
• Many CWs have gone on to 6-fig careers
• 1 got equity, another became CEO, and 1 built his own 7-fig business
• Two coaches made millions, another 1 built a $40M/yr biz
• Many CWs have gone on to 6-fig careers
• 1 got equity, another became CEO, and 1 built his own 7-fig business
• Two coaches made millions, another 1 built a $40M/yr biz
19/ I’m looking to train 4-6 students in a live, interactive cohort.
It’s not cheap. It will take 12 weeks. There’s a lot of homework. (No spectators allowed)
If you’re interested, DM me. We’ll talk.
It’s not cheap. It will take 12 weeks. There’s a lot of homework. (No spectators allowed)
If you’re interested, DM me. We’ll talk.
Hopefully, you learned a ton about long copy here.
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