I'm John Crestini, I've made millions of dollars on the internet. And I've done
that largely through being able to write compelling copy, compelling words that
sell whatever product or service I am trying to market at the time. Now, in this
video, I'm actually going to go over how to write compelling copy. How to write
compelling advertisements that get your customers to want to buy whatever
product it is that you are selling.
Okay, so I've made millions of dollars as an affiliate marketer. And a lot of that
is because I'm able to write good ads that motivate people that are browsing
you know, Facebook or Google or YouTube to actually want to buy whatever product
or service it is that I'm selling. This skill is called copywriting. And it is a
skill. It's kind of... There's a bit of an art to it. I call it
the art of copywriting. And being able to write words that make people want to buy
whatever it is you're selling is a fantastic skill that's really opened up
a lot of opportunities for me to be able to live whatever life it is that I want.
You know, last year I made 3.4 million dollars. And I don't have any employees.
It's purely me working for myself. And what's great about being able to write
good copy or good advertisements is that it's a skill you can take with you
anywhere. You know, no matter what happens in my life, I know I can always write
advertisements and make money. It's like John Lennon said. He knows he'll
never be able to go hungry because he'll just write another song. He had this
skill where he could write good songs. And people would want to listen to them.
And just like John Lennon and his songwriting skills, you know, I have my
copywriting skills. Not on the same level as you know the Beatles. But I still have
a skill that I can use to make money. Now, I'm going to be going over a few of the
steps you can use to write compelling copy that sells. Now, the first step that
you want to do to be able to write compelling copy is
you want to get acquainted with your customer. And part of that is research.
Research. What other marketing messages are the people that you you're trying to
talk to. What else are they reading? You know, what other? Or what are they
watching? You know look at the... You know, if you're in the weight loss niche, what
other advertisements selling weight loss are out there. Read them or listen to
them. And watch them whatever it is. Try to understand what they're saying and
how they're saying it. And the best copywriters, what you do is actually
write it out by hand. So my friend Craig Clements out here runs a it's a multi
hundred million dollar business selling health supplements to people around the
world. And he does that by having compelling stories. He had a really
compelling story teaching people about probiotics. He had a sales letter called
the American parasite. He was explaining how sugar and other sugar substitutes
were fed into the American diet after a fad was viewed as a negative
substance in foods. So, instead of using fats and foods, people started using
sugars and sweeteners and that caused a lot of gut problems. And he eventually
went on in the sales letter to explain how probiotics can combat these and help
you live a healthier life. Now, yet a few things yet an interesting story to tell
and he told it in a very engaging way. He was able to motivate people to change
their habits and and buy and use this this really unique substance. Which is
called probiotics. Years ago, it was relatively unknown. But it blew up in
popularity after he wrote this sales letter. Within... I forget. But he went
from... He took his business they were working out of him and his brothers were
working out of his apartment. And he wrote a good sales letter and the first
day they launched it, they did over $500,000 in sales of
their product. It's insane. But that's the power
a good story. So, number one rule is get acquainted with your customer. Read as
much material as you can that is out there and write it down.
Write some of it down by hand. The best advertisements. Write them down by hand.
And the reason we do that is because it gives you... It builds up not... Reading it as
one thing. But when you're writing it, you're engaging multiple parts of
your brain and your physicality to really kind of understand and ingrain
this style of of writing into your body so that you can get use to writing
stories and good ads that will sell your product. Actually, write a biography of
your customer. Let's say I'm selling a dating product. I'm teaching women how to
find a boyfriend. You know, maybe... You want to get very specific. Maybe I'm
writing to a 42 year old woman named Teresa who lives in Minnetonka Minnesota
who recently got divorced from her husband. She has... She has 2 kids ages 8
and 13 with her ex-husband. And she wants to start dating again.
She doesn't really even know how to at her age. But she knows that she doesn't
want to just be going on tons of dates and she doesn't want to be left high and
dry by guys. Be very specific. What is their race. What is their ethnicity,
what hobbies do they have. What are they like doing on the weekends. What
movies do they watch. What type of car do they drive. You want to get very specific
in writing a biography of your customer and really getting into their brain to
be able to point out specific things in their life. A good example is pointing
out specific pain points or problems or even annoyances in their life. Maybe for
me, when I was younger if I was trying to date girls. The specific annoyance for me
was, you know, I would go out at night I'd get a girl's phone number and I text her.
But I'd never get a response back. And a minor annoyance would be checking... You
know, would be getting a notification on my phone being kind of
excited hoping it was that girl I texted. And then checking my phone only
to be let down because it was my brother you know letting me know that...
That one of the cats got out of my apartment.
Now, when you start copywriting, the usually... Usually what you're doing when
you're selling a product or service when you start is you're actually writing
either to people in your same situation or you're writing to somebody
who was in your situation a few years or you know, a situation you're writing to a
former version of yourself. A lot of my customers you know, when I started out in
marketing selling educational courses, I was writing to a younger version of
myself. I was writing... You know, when I'd reached some modicum of success on
online, you know... And I started making a few million dollars a year. I started
writing my sales letters to a version of myself that was 5 years ago before I
knew the techniques that I knew to create an internet business. And
oftentimes, many people they create businesses or solutions to problems that
they themselves once had. Whether that's a fitness instructor or
somebody who created a diet or somebody who created a really cool line of
clothing. Usually people create products that they themselves want. And you might
be writing to just simply a younger version of yourself that didn't know
what you know now. So, that could be a good starting point to writing the
biography of your customer. But again, get very, very, very specific. Again, you need
to know their age. Their gender, their race. Have given name to
them. Give hobbies. What type of car do they drive? Where do they live?
What town do they live and what things annoy them? That'll help you start to put
together this sales letter. The sales material for your customer. The third
step is you want to really dive deep into the pain points that make your
customer tick. So maybe your customer is scared of running out of money in
retirement or maybe your customer is overweight but they don't... They feel like
they don't have the time to lose weight. They feel awkward going to the gym and
you know, being you know looked at or judged or wearing the specific clothing
that people are wearing and equinox which is down the
street from them. Or maybe the gym near by them that they can afford is just
kind of grimy and disgusting. And they'd rather have a way to work out at their
home and lose weight but without all of the social pressure of being in a gym.
But know the specific pain points that come up for your customer. For many of my
customers, they want to... They want to be able to stay at home with their kids and
spend more time with their family and they're tired of long commutes to a job
which they don't like. And they're tired of surrounding themselves with
co-workers that they don't even... They won't even be friends with in real life.
Other customers of mine for instance are corporate employees. And they've
they have some level of success in their job and they're they're frustrated
because they can't exactly translate that success they've had in their job to
success working for themselves. And they've they've tried a number of things.
But they just don't get it and they want a system that they can apply to actually
make money working for themselves. They want to have that freedom. They feel like
they've reached success financially. You know, some success financially. But they
don't have that freedom. So again, get very specific into the pain points that
your customers is facing. One of the pain points for one of my friends products
who's selling a skincare product is that the women who bought a skincare
product, they went to the bathroom and they looked in their face every morning.
They felt that the wrinkles reminded them that they were old and they didn't
want to be reminded that they were old. And also jealousy came up
because they knew their husband was going to work every day and he had a
younger assistant than her age her. You know, the woman's age. And it caused
jealousy. And she felt like she's... You know, getting old and she's not
as sexually desirable anymore. And these are real pain points. And if you can
speak to the pain points, if you can speak to the customer in their own
language if you can speak to the customer and say things that they
themselves are thinking but are not willing to say, then you're starting to
build a rapport with your customer that's much deeper than can generally be
done on even a phone call. And that's where marketing gets really
powerful. And when you start the conversation and
really enter the conversation the customers already having in their head,
you are on the path to win. And to really make a lot of money marketing
whatever it is that you're selling. Now, the second part of these major pain
points which I've pointed out is you want to write down the minor irritations
that they face. I kind of mentioned a few of these before. But write down those
minor irritation that this customer faces or this potential customer faces
that would keep them annoyed. So, for instance, I teach people how to do
affiliate marketing which is what I do. You know, I run an online business. Big
thing is people want more money. People want to have freedom and more money. But
some of the minor irritations are having to go to a restaurant. Then having to
make sure you don't look at the bottom of the menu because that's where the
most expensive items are. You want to make sure to find a more reasonably
priced items. Another minor irritation might be: When you go to a restaurant and
you see all of the prices don't have any sense in them, they're just raw
dollars because usually that's the price next to the food is just 15. You know,
that's going to be a more expensive restaurant. That's like, "Oh, shoot. I'm
going to spend more money than I want to spend here." That's just a minor
irritation that you might face during the day that somebody who doesn't have
enough money or who's short on cash. That's a reality for them. So again,
you're... Those minor irritations will help you kind of enter the conversation that
your customers already having in the airhead. Now, the next step is you'll want
to write out the benefits, okay? The benefits that's your product or
solution or let's say you're an affiliate for a product. What are the
benefits of the product or service that you're offering this customer? A quick
and easy way to make money online passively. A simple 30 minute trick to
making money online every day for the rest of your life. Now, those are... Those
are just examples. That's not real. You know? But the point being, you want to
write down what are the benefits you know it'll help you make more money or
it will help you look better. Or it will help you be more desirable to the
opposite sex or it will help you shoot better videos. It will
help you edit videos like a professional editor with non-professional skills, etc.
Whatever the benefits of your product are. Write him down because this is
how you'll close out your sales letter and put together your copy to
push people towards a purchase. If you want to go deeper into what copywriting
is, I gave you a little kind of like primer on how to write
compelling copy. And a lot of it is you want to actually write this stuff out.
You want to get it in your muscle memory, in your brain memory. And your the only
way you can do that is if you activate all of the senses. Not just read it. But
actually the physicality of writing it out will help ingrain this skill into
you and help you become more powerful. I have a free course. If you subscribe to
my channel, you'll see on my channel homepage, there's a free course called
the art of copywriting. There are some videos in there from people I've learned
copywriting from. Which include my friend Carlos Cruz, in Ronnie Sandlin who are
expert copywriters. Wnd what's funny about them is English is not their first
language. But they've used they've used this skill and honed the skill and
really learned how to sell products via marketing. And they've created 7
figure and 8 figure businesses by just being able to write good ads.
They're really good people to learn from their people I've learned from. And I
suggest, you know, it's a free course on my YouTube channel. So subscribe and
check it out. Now, if you enjoyed this video, give it a big like. And if you'd
like to see more videos where I go in-depth into some of these skills
that are important to affiliate marketing or just marketing in general.
Such as optimization, copywriting and research, let me know in
the comments below. And if I get enough comments about this, I will go into more
skill based videos. But in general, I find most people aren't really
attracted to the skill based videos. And this is something that I go
deeper in in my 6-week training course. Thanks for watching and see you in my
next video.