After writing 10,000+ emails, I can safely say that some of my most powerful, high-converting emails have included these "two words"...
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When you use this little âtwo-wordâ formula, any email or advertisement you write will automatically become more persuasive, compelling and intriguing.
I call thisâŠ
The âWhat Changedâ Formula
I call thisâŠ
The âWhat Changedâ Formula
***
Meet Chris.
Chris started a freelance copywriting business in his spare time because the thought of staying at his day job for the next 30 years made him want to punch himself in the nuts with a pair of brass knuckles. Repeatedly.
Meet Chris.
Chris started a freelance copywriting business in his spare time because the thought of staying at his day job for the next 30 years made him want to punch himself in the nuts with a pair of brass knuckles. Repeatedly.
The only problem was, Chris didnât know what the hell he was doing.
Every time he got a client on the phone, heâd give them all this great advice⊠which theyâd then take to another writer or implement themselves.
He couldnât close a sale to save his life.
Every time he got a client on the phone, heâd give them all this great advice⊠which theyâd then take to another writer or implement themselves.
He couldnât close a sale to save his life.
And when he did close a sale, his clients would bully him in the negotiation and force him to take work for next to nothing, just so he could âget experience.â
It was beginning to look like Chris wasnât cut out for this kind of life.
But today, things are a little different...
It was beginning to look like Chris wasnât cut out for this kind of life.
But today, things are a little different...
Today, Chris is a pro.
He has a waitlist of clients.
He closes 4 out of 5 clients on the phone, for the price he wants, without sending proposals.
And he doesnât deal with anyoneâs bullshit.
He has a waitlist of clients.
He closes 4 out of 5 clients on the phone, for the price he wants, without sending proposals.
And he doesnât deal with anyoneâs bullshit.
Clients play by his rules, or he doesnât work with them. He doesnât need to â heâs been building up his FU cash and his asset column for a while now.
So, the big question is⊠What changed?
***
So, the big question is⊠What changed?
***
*The Two Words That Position Your Product As The Only Viable Solution*
See how easy this formula is to use?
The copy practically writes itself.
Hereâs how it works:
See how easy this formula is to use?
The copy practically writes itself.
Hereâs how it works:
1. You introduce your character and describe the problem he/she is going through.
2. You âfast forwardâ to what life is like for them now.
3. You demonstrate the dramatic difference in circumstances and pique curiosity by holding back the difference maker
2. You âfast forwardâ to what life is like for them now.
3. You demonstrate the dramatic difference in circumstances and pique curiosity by holding back the difference maker
4. You ask the question âWhat Changed?â
5. You introduce the solution they used (which should either be your product or the mechanism behind your product).
6. You tell them how they can experience this kind of transformation, too.
Pretty simple, right?
5. You introduce the solution they used (which should either be your product or the mechanism behind your product).
6. You tell them how they can experience this kind of transformation, too.
Pretty simple, right?
*Why This Works So Well*
One of the most important pieces of advice I learned from Gary Bencivenga was the power of using proof elements in your marketing.
One of the most powerful proof elements out there is a demonstration.
Now, itâs not always easy to demonstrate.
One of the most important pieces of advice I learned from Gary Bencivenga was the power of using proof elements in your marketing.
One of the most powerful proof elements out there is a demonstration.
Now, itâs not always easy to demonstrate.
If youâre selling a set of knives, you can demonstrate by cutting through a shoe to show how sharp the knife is.
But when demonstrating in writing, is a LOT harder to do.
You have to be a bit more creative.
And thatâs why this framework works so well.
But when demonstrating in writing, is a LOT harder to do.
You have to be a bit more creative.
And thatâs why this framework works so well.
One Of The Best Ways To Prove Your Claims Is To Use Stories
Stories sell.
Especially âwhat changedâ style stories.
When you set up a story with this formula, people subconsciously place themselves into the story that's unfolding before their eyes.
Stories sell.
Especially âwhat changedâ style stories.
When you set up a story with this formula, people subconsciously place themselves into the story that's unfolding before their eyes.
If they have the same problems, they start future pacing and imagining what life could be like for THEM.
They hang on to every word because theyâre going through a similar experience.
They want to know what changed because maybe⊠just maybe⊠they could turn things around too.
They hang on to every word because theyâre going through a similar experience.
They want to know what changed because maybe⊠just maybe⊠they could turn things around too.
The Answer To Their Prayers Is Your Product⊠Or The Mechanism That Makes Your Product Work
In the example I gave above, I could finish that sales argument in two ways.
I could say:
In the example I gave above, I could finish that sales argument in two ways.
I could say:
What changed?
Chris got my Client Acquisition Book. He went through the book, implemented all the steps, and he started getting results fast. And this could happen for you tooâŠ
(What changed? They used the product)
Or⊠I could say:
Chris got my Client Acquisition Book. He went through the book, implemented all the steps, and he started getting results fast. And this could happen for you tooâŠ
(What changed? They used the product)
Or⊠I could say:
What changed? Chris stopped focusing so much on copywriting and marketing, and he started focusing on mindset.
When he upgraded his mindset, he learned how to get better on the phone, he felt more confident, and he became a stone-cold closer.
When he upgraded his mindset, he learned how to get better on the phone, he felt more confident, and he became a stone-cold closer.
And thatâs what makes my book so powerful. We focus 90% on strengthening your mindset. Because without working on that first, no amount of tactics or strategies will matter.
(What changed? They did ___, which is what I teach in my product)
(What changed? They did ___, which is what I teach in my product)
*ABD â Always Be Demonstrating*
One of the hardest things to do in copy is to demonstrate how something works.
These little story frameworks make it a lot easier.
Use this framework whenever you need an easy way to demonstrate how and why your product will work for someone.
One of the hardest things to do in copy is to demonstrate how something works.
These little story frameworks make it a lot easier.
Use this framework whenever you need an easy way to demonstrate how and why your product will work for someone.
Itâs a lot more effective than just yelling benefits and crossing your fingers.
Try this out.
Whip up an email with this formula and blast it out to your list today.
Try this out.
Whip up an email with this formula and blast it out to your list today.
Let me know how it worked for you.
But before you do that, share this thread with your audience, so more people can find it.
Follow me @chrisorzy
But before you do that, share this thread with your audience, so more people can find it.
Follow me @chrisorzy
Join my email list and grab my FREE Book, Make It Rain: theemailcopywriter.com
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