(action trailer orchestral music)
Copy-writing secret number three:
Make any general statements that you have
as specific as possible.
Make any general statements that you have
as specific as possible.
Now why is that important, yes?
- [Male Guest] For secret number too late,
what are your target demographics or CEOs
that are high profile business leaders,
you still want things simple and go for it (mumbling).
- There was a research done.
I am telling you because I work with CEO, too.
CEOs are busier than the rest.
You wanna make it easy.
Don't think that a CEO wants to read
your 100 page business plan.
All this stuff ...
No, they don't have time for that.
Make it easy, make it simple.
It doesn't really matter.
(background question)
Imagine putting it this way.
I use to have a ...
Okay, I'll not use her.
Let me tell you one of the businesses I'm in.
Educate a patient.
Was selling to hearing aids.
So you can say kind of doctor type people.
Doctor type people.
You would think, if we use complex sentences,
and complex language, and this and that.
No, we can be very, very simple.
Because they ...
It's not so much that you're using words
to show how smart you are that impress them.
It's, I'm talking about, they look at this,
it's like, I don't even wanna read this shit.
I don't have time for this.
You wanna get through that skeptical mind,
and you want to get to that subconscious mind,
say, yeah this is interest ...
Oh, this is, how did he do that?
Oh, interesting.
That's the first step.
I'm saying get the foot in the door.
That's why back in direct mail days,
people, what I learned from my mentor is,
that the most important thing is,
you gotta understand people
sort the direct mail next to what?
Garbage can.
We call that A pile, B pile theory.
Our first job is not to make you buy.
Our first job is to make sure
that we don't end up in the trash can.
And that's why we go with personal letter.
Handwritten envelope.
Because it looks like it's coming from a friend.
I wanna win that game first.
All the color brochure, all that is gone.
Take this ...
How many of you do that?
Yeah, sort through, and this looks like personal,
bills and statements and all that.
I take this home, and then you go home
and you open it one by one, right?
We all do that.
Same thing.
My goal is just to get to the A pile,
so I don't end up in the B pile.
So, to answer your question, it's the same.
Don't feel like you're something more sophisticated.
Being all this and that.
It's the same.
Truly, it's the same.
Yes?
- [Male Guest] Wouldn't that make it worse?
If you make it too complicated
and you put all these words in there,
they'll be like, this guy is just trying to look smart.
- Yeah.
And don't overestimate how smart CEO actually is.
I'm serious.
Just because they run a big company,
doesn't make them smarter.
They might be smarter.
But how many have seen some dumb CEOs?
- [Female Guest] Oh yeah.
Yeah.
Some of the decisions they have made.
- [Male Guest] Volkswagen CEO.
It's not that they are smart.
Don't feel like they are so smarter.
That is not the case.
I've met a lot of them, seriously.
No.
Sometimes they just went to good school.
They went to good school.
Some of them are smarter.
Some of them are.
But don't make that assumption.
So make any general statements that you have
as specific as possible.
So, as an example, instead of stating
that I made over $5,000 last month,
say I make $5,769.03 last month.
The second statement carries more credibility,
and it's more believable.
Carries more credibility, and it's more believable.
Real estate agent.
Instead of, oh, I sold a lot of houses last year.
Or, I sold more than 50 houses last year.
It's better that I sold 53 houses, homes, last year
in whatever area.
Oh, okay.
Now it's more believable.
More credibility.
Carpeting secret number four.
Write in the active voice instead of the passive voice.
This applies to everybody.
Write in the active voice instead of the passive voice.
So passive writing versus active writing.
Active writing versus passive writing.
So, as an example.
Instead of writing, "When this link is clicked,
"an email will be sent to your inbox."
That's passive writing.
That's what kind of writing?
- [Group] Passive. - Passive.
What kind of writing?
- [Group] Passive. - Passive.
Write instead, "When you click this link,
"you'll be sent an email."
When you get there, so when you order my product,
when you buy this from me,
you will get da-da-da-da.
When you click this link, you will be sent an email.
So active voice versus passive voice.
- [Announcer] Ten times your finances.
Ten times your business. (exciting music)
Ten times your marketing.
Ten times your life.
Hit the subscribe button now.