(typewriter keys clacking)
(cash register rings)
- Forget about what you've learned
in college and university.
It's not important.
Break sentences up into smaller ones, smaller ones.
Now what do I mean by smaller sentences?
What would you define as a smaller sentence?
Under 10 words, could be.
So think of in terms, here's what I like to do.
You think of the copy.
I wouldn't have more than four or five,
maybe maximum five lines per paragraph.
Sometimes I will have two lines per paragraph.
Sometimes I even have one line
or one word per paragraph, it's OK.
Imagine if all this, he didn't break it up
and have a one big chunk.
Can you imagine that?
Readership, very, very difficult to read.
So a lot of these, what you're hearing are
these are very common copywriting mistakes.
I would say the biggest one is most people
that talk about too much me, me, me, me, me, me, me, me, me.
I've been in business for 15 years.
I've done all these things.
Here's why we are so good.
Here's why work we do.
Who gives a fuck?
Write this down.
Your customers don't care.
Most entrepreneurs, they write in a way that,
it's about the ego versus getting into their client's ego,
focusing on their needs, focusing on their problems.
What are they looking for?
Now I wanna talk about, have my mentee Stephen come up here.
He's gonna share with you what I believe
the most important part of copywriting.
So I've been training Stephen for now a number of months now
on how to write copy.
- The third thing that I do for research is
I take a look at the customer reviews.
This is very, very important because,
within the customer reviews,
what are you gonna find?
You're gonna find the deepest pain points, right?
You're gonna find the deepest desires.
You're gonna find all of their objections,
and you're gonna figure out what kinda language
that your target market talks in.
You figure out the kinda conversations
that they have in their head.
So that is very, very important.
You wanna be able to engage with the reader
in the target audience in a way
that they wanna be spoken with to
because at the end of the day everybody wants to buy it.
They just wanna be sold.
So you have to be able to connect with the audience.
- So, let me give you just a two quick
headline effective writing strategies.
There are probably 20, 30 different headline templates,
but for now I just wanna give you two,
two of my favorite, the common ones that I use.
(bright music)
The first one, it's called state the claim as a question.
State the claim as a what?
- [Audience] Question.
- Yeah, so it would be: Who else wants to blank?
Who else wants to?
A proven headline.
Or: Would you like to?
Who else wants to, or would you like to?
So you state a claim as a?
- Question. - Question.
As a question, OK?
State a claim as a question.
So, here's our new page,
which is a squeeze page, a name squeeze page.
All we're asking is,
now from that corporate look to this.
Let me read the question for you.
Would you like to make 50,000, 100,000,
or even half a million
in the highly lucrative real estate market
in British Columbia?
And here's the ebook, where we send you free Insider Secrets
to Getting Your Inside Real Estate License.
Name and email, that's all we asking, OK?
And then here, again, it's a benefit, insider secrets.
I'm giving them something for what?
- Free. - For free.
Insider Secrets, also another proven headline,
insider secrets to, da-da-da-da,
to Getting Your Real Estate License
in the Fastest Time Possible.
Is there a benefit, yes or no?
- Yes. - So you can see,
question headline, now.
Next one is, make the subject newsy,
meaning that people read news
because they want to know what is new.
So when you enter the conversations in their mind,
and you answer the question, what's new,
it captures their attention.
So people love to discover new things
that are new and interesting and want to keep,
what's going on in the world.
So you think about it.
How many have seen some of these ads
when you log into your Facebook: new discovery?
How many have seen that before?
How many click on some of those ads?
Yes. (murmuring in audience)
No Sea Pines, right?
But that's what I mean, new.
Make it news worthy.
So you could use introducing.
Announcing.
Discover blank.
Discover is a very, very powerful word.
Discover da-da-da-da-da.
So here's what we did.
So you saw the name squeeze page after they opt in.
This is the page that we take them to.
Now you don't see this is a chunk of the sales page,
but the sales page is long.
I'm gonna break it down chunk by chunk.
So why real estate?
Discover, what's the word?
- [Audience] Discover.
- Discover the life-changing career
where you control your schedule
and you determine the lifestyle for you and your family.
Lemme ask you a question.
What we sell is basically real estate classes helping people
to get their real estate license.
You get that, right? (audience murmuring)
Do you see any of that in the headline?
No, why not?
Because why do people wanna get into real estate?
- [Woman] Make money.
- Make money, and also freedom.
So I'll lead with that right in the headline.
Now copy is not the kind of writing
that you learn in school.
Copy's not the kind of writing you learn in what?
(audience murmuring)
Forget what you learn in school.
Forget being academically correct,
forget about any of that stuff.
Forget what you learn in school.
I'm not talking about that.
Copy is the spoken language.
It's the what?
- [Audience] Spoken language.
- Yeah, in written form.
It means that you should write the way you, yeah.
Write the way you speak.
You write the way you speak.