(dramatic music)
- [Dan] What I'm gonna do is,
I'll go through some of the concepts then maybe
in the second half I'll actually critique some
of these materials, sound good?
In fact after today you will be able
to critique these materials yourself.
Cause most of them suck.
They don't work.
But you will know by the end
of the workshop why they don't work
and what to do instead.
You'll know way more about the power of the written words
than 99 percent of business owners out there.
Sound good?
Cool, so here's how it's going to work.
So how to turn words into cash.
Now what am I talking about?
I'm talking about the skill of copywriting.
So let me ask you a good question first of all.
When I say this most entrepreneurs have no clue
what exactly is copywriting.
Are you thinking trademark?
Like copyright, R-I-G-H-T?
No, so tell me from your point of view
what exactly is copywriting?
Just yell the answer.
- [Audience Member] Click bait.
- Click bait.
- [Male Audience Member] Writing copy.
- What do you mean?
- [Male Audience Member] Marketing.
Marketing, okay.
- [Male Audience Member] Writing in a way
that's convincing people to do something.
- Writing in a way that's convincing people to do something.
Not bad yes.
- [Female Audience Member] Persuasive copy.
- Persuasive copy yes.
- [Male Audience Member] Modeling something
that already works and replacing it with your own content.
- Okay model something that already works
and replace it with your own content, yes.
- [Male Audience Member] Get them excited,
influencing them to take action or buy.
- Okay motivate them, get them excited to buy, yes.
- [Female Audience Member] It's written communication.
- Written communication.
- [Female Audience Member] to express the value.
- To express the value.
Now notice, here a lot of different definitions.
Yes?
That's the first issue.
Cause people get confused.
Is it marketing?
Is it advertising?
Is it the written word?
Is it to get them excited?
Exactly what do I do with this thing?
So is it beneficial to just let's define it
as a first step, yes?
So there's no confusion.
So what exactly is copywriting?
The old definition of copywriting
by many, many good copywriters from the past
when talking about 20, 30, 50 years ago
is copywriting is salesmanship in print.
Ladies it can also be saleswomanship in print.
Just for now the old definition is
copywriting is salesmanship in print.
Now the key word being there is sales.
What's the key word?
- [Audience] Sales.
- Now sales, it means it's writing
that has only one purpose.
And is to what?
- [Audience] Sell.
- Sell, is to sell.
It is to sell.
So salesmanship in print.
And I think that is a pretty good definition
but I think it's a little bit out of date compared
to now we also have social media,
Facebook, a lot of different things.
When copywriter's, marketer's came up
with that definition many years ago,
we were talking about printed advertising.
We are talking about direct mail sales letters
but now there are so many other forms of media, yes?
- [Audience] Yes.
So here's my new definition, write this down.
Copywriting is using the written word,
using the what?
- [Audience] Written word.
- Written word to start and enhance or extend a relationship
with a customer that includes salesmanship
or saleswomanship in print.
I'll say that again.
Copywriting is using the written word to start, enhance
or extend a relationship with a customer
that includes salesmanship in print.
Okay that's the new definition.
New definition.
How many of you like this definition better?
Okay it covers a broader spectrum.
Start, enhance or extend a relationship.
You got it?
Okay.
So with copywriting, so why is that important?
Who could tell me?
Why is that important?
- [Male Audience Member] Because you need
to know the objective exactly.
- Okay, you need to know the objective, okay
but why is copywriting important?
- [Male Audience Member] To get your message across.
- To get your message out there, okay.
- [Male Audience Member] Building relationship.
- Building relationship, okay.
- [Female Audience Member] It's like dating.
- It's like dating, how?
- [Female Audience Member] Because you start
in a relationship, enhance the relationship,
and extend a relationship and when you finally,
whatever your base is, I guess.
- No but why is that important?
Why is copywriting important?
- [Male Audience Member] I believe because it's selling
and it can sell by itself.
You can distribute it and it's working by itself.
- Getting close, getting close.
- [Male Audience Member] Credibility.
- Credibility, part of it.
- [Male Audience Member] Reminders interest.
- [Female Audience Member] Engaging.
- Okay let me rephrase the question,
How does that relate to making money?
Why's it important?
- [Female Audience Member] It's influencing.
- Influencing, yes.
- [Male Audience Member] Inspiring people to take action.
- Yes but why not just sales, why copywriting?
- [Male Audience Member] It's scalable.
- It's what?
- [Male Audience Member] It's scalable.
- Good answer.
Here's the thing, how many of you were here last month
when I did the public speaking workshop?
Remember what I said, communication equals what wealth.
Write this down, communication equals wealth.
So if communication equals wealth,
it means the more people you communicate to,
you deliver your value to,
the more money you're gonna make, yes?
- [Audience] Yes.
- So if you're selling one-on-one what's your ratio?
It's what?
- [Audience] One to one.
- One to one.
If you're selling to one to 50, 100 your ratio is what?
- 100.
Now but with copywriting, what is your ratio?
- [Audience Member] Thousands.
- You guys here that?
Chi-ching.
(audience laughter)
Somebody just bought something from my website
and I'm not there selling without my physical presence.
Another chi-ching, somebody just bought something
from my website.
I'm not there, it's simply the power of my written words.
You think of all the forms of communication skill, sales.
How many have heard of the saying,
sales is the number one ability
that an entrepreneur needs to have yes?
And I agree to start with.
You can't even sell one-on-one,
forget about being an entrepreneur.
Forget about being a successful entrepreneur.
And then once you develop that
if you're good then you might one to many.
Now I'm talking one to many, many, many more
without you being there and that's the power
of the written words because of the word leverage.
What's the word?
- [Audience] Leverage.
- And it's 24-7.
And it's 24-7.
And what's fascinating is this,
as important as this skill I believe of all the skills
of business copywriting is one of the most valuable.
And it's the one that has made me the most amount of money.
And one of the least understood and least appreciated.
One of the least understood and least appreciated.
Because whenever I talk about copywriting,
first of all people are not interested in it.
They're just not interested in it.
You talk to an entrepreneur, yes I want
to learn how to sell, great.
Copywriting, what the hell is that?
I'm not a writer, no.
But they spend hundreds, thousands, ten's of thousands
of dollars on driving traffic,
on running their ads, on media but they never look
at does the copy actually work and convert.
They will spend 10,000 for marketing budget.
They will not spend 1,000 on their copy.
Puzzles me.
Least understood and least appreciated
and with entrepreneurs they don't understand the power
of the written words.
But with you after today,
I think you'll see this is an area you need
to pay attention to.
Regardless of what marketing you do.
Regardless, make sense?
So least understood, least appreciated
and that's the good news.
That's actually the good news, why?
- [Audience] We're going to learn it.
- And I'm not asking you to be,
how many of you believe you're not a good writer?
Just be honest writing is not my thing.
Okay I'm more like a verbal communicator.
Yes, I'm not asking you to be a writer.
My goal for this workshop is for you
to just know enough that you would be able
to tell the difference between bad copy and good copy.
That's my goal for you.
So then when you hire a professional
or you work with somebody or you're doing your own copy,
you will know okay yeah that's no that doesn't work.
So then other writers or things like that,
they cannot bullshit you, does that make sense?
So just know enough that you know the difference,
maybe you cannot write good copy
but you can see for sure that's not good copy.
I got to fix that.
How many follow what I'm saying?
Yes, so that's my goal.
- [Announcer] 10 times your finances.
10 times your business.
10 times your marketing.
10 times your life.
Hit the subscribe button now.