073: Multi-Pass Copywriting: Kick Off That Sales Letter with Just Ten Bullet Points

Robert Plank 0:00 Robert Plank Show, Episode 73 multi pass copywriting. Kick off that sales letter with just 10 bullet points. I'm Robert Plank. Welcome back to the internet marketing radio show called The Robert Plank show. And we talk about all kinds of cool stuff in this program. We talk about webinars, email marketing, Wordpress, all kinds of stuff. You know, membership sites. And today we're going to talk about a thing called a sales letter. If you don't know what the sales letter is, go to income machine.com. That's i n, C O, M, E, M, A, C, H, I n, e.com, you've seen web pages like this. They're just, it's a long, usually a white background web page with a bunch of text on it, and you just scroll and scroll and scroll. It looks kind of weird, because there's usually not really much to click on, other than at the bottom, there's usually a button to buy something. But it's not your typical blog, it's not like Facebook, it's not like YouTube. It's a direct response web page. So it's kind of like a long like five or 10 page sales that are that used to get as kind of spam in the mail, and that is the way that we make sales. And you might have seen some more recent versions of this, like if you check out backup creator.com, or website remote.com Those are more modernized versions where maybe it looks a little different. It has a little more color to it, or has giant graphics, giant text, but the idea is the same. Where you have someone on a web page, there's really nothing to do it, or then leave or keep reading and scroll to the bottom and buy we're going to talk about that kind of thing. We're going to talk about copywriting and talk about sales letters. And if you want to know more about copywriting and sales letters, go to fast food copywriting.com, kind of a silly name that's F, A, S, T, F, O, O, D, C, o, p, y, W, R, i, t, I N, g.com, and that is my quick guide for you to make a direct response. Landing Page, sales letter. Sales page, whatever you want to call it, a web page that makes money now. S j Scott says that when we get overwhelmed, we often use multitasking to get back on track. It often causes more problems than it solves. Usually, when you split your attention, you're giving half the effort and producing half the results. The solution is to develop single handling activities. That's it. Mr. S, J, Scott for you. So multitasking just doesn't work, and whatever the most important thing for you is, is the thing you need to do? Okay, don't have 10 different tasks in front of you and knock out 1% of this task, 1% of that task, 1% of that task. You never get it done. It's kind of like, I mean, if you were repainting your house, would you paint, you know, a couple brush strokes in one room, go to the next room, paint a couple brush strokes. No, you'd set up everything in one room, paint the whole room and you be done with just that room. Because what if something happens? You have to stop partway through. You don't want to have 10 rooms that are half painted. You want to just have get one thing done, move the next thing. Move the next thing. So we're gonna talk about sales letters. And even though some of the stuff that you might hear about sales letters hasn't changed that much, it's just, it's what works, and the punch line. Or the thing that I want to drill into your head as we listen to this whole call is, if you're stuck on making this thing called a sales letter, you can see the kind of web page we have at income machine calm. And you need to put some text in there, and you say, Well, geez, you know, I got this. I have this video course about how to play the guitar, and I need to have some like clever wording, right? Well, no, I'm here to tell you right now today, that if all you had was just 10 bullet points, 10 good reasons why someone should buy your guitar. Course, 10 cool things. And not not the Table of Contents, but 10 benefits, 10 cool reasons, or 10 things they'll get out of your guitar. Course, isn't that a good start? I think so. Well, this week's marketer of the week is Mr. Robert putty. So this is one of the earlier guys I worked with, and he has a product, still has a product called Launch Formula marketing, or, I think he renamed it to log in frequency marketing. So this guy is really cool, and I coded a traffic exchange. Kind of scripts plug in for him, and this is where he gets a lot of his traffic, this thing called a traffic exchange. And he's a really smart guy. He knows about upsells and funnels, and he has a few clever ways to make money. For example, did you know that you can make money if someone unsubscribes from your list. What the heck? Doesn't make any sense, right? Like, yeah, you build up a list of opt in subscribers, people who have asked you to market to them, and then, you know, at some point, say someone buys, and then they got what they wanted from you. Or maybe they don't buy, or they just, like, decided not to get into marketing. They. And they can quit, they can always leave, right? And they can click a link at the bottom of your emails saying, I want to unsubscribe. Right? You've seen an unsubscribe link. So they can unsubscribe. And so you wouldn't normally think that someone that you'd make money from someone unsubscribing, but Mr. Robert putty figured out a way. Now, how is it? Well, there are programs to combat spam, and one is called Spam Assassin. Well, Spam Assassin has a thing called an affiliate program. So what Mr. Robert putty does? He says, Well, if someone is getting emails from me and for whatever reason they want to leave my list, they can click a link and they leave the list, but when you click a link, doesn't the link have to go somewhere. Well, yeah. And usually, if you think about it, the last time you clicked a link and unsubscribe from some marketers emails, it sent me to a generic page saying you're unsubscribed. Sorry, you had to go. Well, a couple things about this. Well, first of all, I have added into that page, and I think mine's at Robert plank.com/rejoin where it says, Well, if you just if you wanted to change your email address or if you opted out by mistake, here is a form to sign right back up on your list. And I can't remember the exact percentage, but a good chunk of my unsubscribes have actually signed right back up just because they didn't want to hop off my list forever. They just wanted to hop on with a different email address. And so Mrs. Robert putty says, Well, there's a thing called Spam Assassin to prevent spam. Maybe someone was just unsubscribing from you because they wanted to clear up all the spam clutter, all the email clutter. So then one of you said, Okay, you unsubscribe. Sorry, I had to go now. Here is a link to buy this thing called Spam Assassin with my affiliate link to help you. You know, clean up your email box kind of kind of interesting, right? The whole if you think about the deeper meaning behind someone clicking a link and unsubscribing from you, maybe they were just cleaning up their email inbox. Now, the next thing for Mr. Robert putty is you can make money if someone forgets the password to log into your site. Now you should have a membership site software, right? You should have some kind of membership site in your business, even if it's just a single payment, that just simple $10 one time fee, membership, that's still a membership site. Heck, Facebook and Twitter are membership sites. They just happen to be free membership sites. But a membership site is just a site where someone is a member, someone has a unique login and password, they can go and log in and get whatever it is you have to offer. So what's great about membership sites is that you can cut down on a lot of customer support, loss, download links, things like that. Because if you use WordPress, which I recommend you do, and I recommend you use our member genius WordPress plugin, then if someone goes to log into your site and they forgot their password, forgot their username, they can click on a link and they can reset their password. Okay, and so Mr. R putty has a way of you making money from this as well. Now, what is that? You ask? Well, it's to sign up with the affiliate program for a tool called Robo form. This is a password organizer where it stores all your passwords so you don't have to keep the same password for everything or remember all these different passwords. And it also hooks up to your phone and tablet and things like that. So if someone is having trouble logging into your sites and they you know they can't remember their password, you say, Okay, well, here's your password. Here's how you can reset your password and all that good stuff. But here's this tool called Robo form, so you don't have to lose passwords in the future. So there's always little opportunities in front of you. And I mean, even just to throw another one in the mix off the top my head, Mr. Ryan dice is a pretty high profile marketer, and one of the things I picked up from him was if you have a thing called a customer support desk where you know if someone wants a refund, or someone wants to figure out what the credit card bill was for, or if they want to, you know, get an upgrade or get help with something, they can contact. You want to think all the support desk? Well, it doesn't you all these support desks allow you to have a signature or a little message on the bottom of every email that gets sent out. So Mr. Ryan dyke says, What if you just had a link to some offer, some $10 or $97 offer, where whenever someone corresponding with your help desk, there's a link right there, and just that alone, can easily pay for the cost of having someone man your help desk. There's lots of little ways to make extra bits of money. And I mean, just for example, we get commissions all the time from a site called Hostgator, because we refer people to them, because we say, well, here's how to go and get a website set up. And you go to double agent

Robert Plank 9:53 hosting.com and every now and then, we get a nice little commission from all the people that happens to want. Are in and get hosting through our special link. So there's no harm in just getting a simple affiliate link and dropping it wherever you can. And Mr. Robert putty has lots of cool ideas like that at login frequency marketing.com where, for example, if someone had to log into your site to get updates or blog posts or watch the latest webinar, well, make them click through some kind of an upsell, because that's one extra way we can easily make money. And when you're probably leaving money on the table, if you don't have some kind of a interstitial ad, it's called where someone has to click through a page in order to actually log in. So we're going to talk about this thing called multi pass copywriting. And it is pretty simple. And the way I like to think about this multi pass copywriting stuff is you make a really simple page, and then you can just go and make another pass at another pass, at another pass at it. So that way it's like coats of paint, I guess you could say, right? And like, it's the first pass. It's workable. It's not the prettiest coat of paint, but it'll just get the job done if it has to right. It's not like a half painted done thing. It's okay. It's passable. You can go again through it and make it a little bit better. And the phases we're going to go through are the passes. The first pass is the minimum viable product, the second pass or the fundamentals, the third pass is persuasion, and the fourth pass is window dressing. And I'm presenting this thing called copywriting to you in this way because I know of way too many marketers who they just don't have the basics down pat. It's the equivalent of they're trying to learn college calculus, but they can't even add two plus two. So what that means is that they're geeking out about one click up sales and funnels. And I say, well, great, where you're going to add your funnel and they don't even have a simple button online. I'm like, Well, why are you getting into all this crazy stuff when you don't have just the simplest of things set up online? So we're going to try to get you past that. And the other thing that we see is that there's a lot of extremes with people struggling with copywriting, and some of them want to, just like, make the most different web page possible. And I say, Well, you should start with a template and make little changes from there, or they're just completely helpless and they can't think on their own. And I'm here to help you get a couple little things on a page, and then that way you can refine what's there. And even if you're the kind of person where, if you don't trust your writing skills or things like that, you can at least get something on a page and give a real copywriter a starting point, or you at least have something that gets you by and makes themselves for now, until you have enough money saved up to hire a copywriter to make it all nice and pretty. I mean, imagine that. And there's really important principles, like this thing called a i d A, which is attention, interest, desire, action, which means that when you have someone landing on your web page, you want to hook them with a problem, with a bold statement with a headline, and then bring them into interest and align with their beliefs and values and make them understand the reasons why they came to your page and what problems are struggling with. Then lead into desire where you announce your product, announce the parts of your product, and then end with the action. A Call to Action means that you want them to click the button right now and buy your solution, buy your product, buy your course, buyer software by your membership site. And then the other way of looking at this, which is exactly the same, is, why? What? How to what if? Why did I come to the page? What's my problem? How am I going to solve the problem with your solution? And now, what if I click the button and buy it right now? Now you want to keep it shippable, stupid, k, i, s, s, and have something on the page that's complete, so you can look back at it in a couple of hours or a couple of days, or have a friend look at it with fresh eyes and figure out the bottlenecks. Now, there's a thing called a swipe file, which, I guess it's something that, you know, it's a it's pretty good advice, but it's kind of misguided, and it's kind of not explained very well. And basically means, if you see something in a magazine or an ad, or if there's something that gets you to click and buy something, then you should keep that and you should write it down, because that's some kind of emotional trigger that worked for you. And a lot of people, they they tell you to build up a huge swipe file and write a bunch of things down on note card. So I gotta give you four phrases that'll get you by most things all right. And the four phrases are Who else wants to the second one is, imagine dot, dot, dot. The third one is what would happen if dot, dot, dot, and the fourth one is quick question. So I'm giving you these four phrases, who else wants to imagine what would happen if and quick question, because these are the phrases that I use to start most things. Now who else wants to is what I use to start most headlines. I. On a web page, I have a web page and I say, Well, I don't know how to start a sales letter, or I don't know what to put in a headline. What if I said, Who else wants to get their site set up in five minutes or less, get 1000 visitors to it and make three sales every day forever? Well, see the reason why I was able to say all those things off top of my head was because I started it off with Who else wants to. And so many times, if I'm stuck in a headline for a sales letter or an often page, I just say, Who else wants to, whatever. And after writing that, I mean, half the time I take out the Who else wants to, but the other half the time I leave it in there because, I mean, that's when it's kind of cheesy, but it's a real, tried and true phrase, who else wants to because who else wants to? Well, it make it forces you to put in some wants, right? Not just things you're describing, but some good benefits, and things will get out of the punch line, or this, the web page, the product, and then who else implies that you've helped others, and now they are next, and now that it's almost as if they're going to miss out if they don't jump on it. Imagine is what I use to begin many of my emails. So if I send an email to my list, I mean, there's copywriting and emails as well. And I'll start off with imagine. So, I mean, imagine if you could do this, if there's a this, imagine if I was able to give you this solution that did this and that. So imagine the great jumping off point where, if I don't know what to say, I just start typing the word imagine. And once again, half the time, I end up leaving it in. Half time, I end up taking it out once the rest of that sentence is written, and then the rest of it flows afterwards. What would happen if, now, this is a phrase that I use many times in a one hour pitch webinar, but it'll still work well in a sales letter, if you prefer this one. And now, what would happen if you had all this cool stuff, right? What would happen if I was able to give you the the formula for selling a $997 product over and over again. What would happen if you could pick up a guitar and in seconds, play the best songs to impress your friends, whatever? So what would happen? If is a powerful phrase, because it forces you, first of all, to explain the if right, what would happen if I showed you this stuff, and then it kind of leaving it on the hook of like, what would happen if that? And then you'd almost kind of have to answer it with some second level benefits, right? And so I guess I'll explain real quickly features and benefits. This is a real basic copywriting, you know, term, but basically, the features of the things you're selling are, like, at the table of contents, right? Or all the all the cool little doodads in there. And the benefits are, then, what they get out of it and what they do with it. So you could say, well, I'm going to sell you this WordPress course, and I'll show you how to how to get it set up fast and how to blog without even trying, and I'll give you a bunch of templates and ideas for how to get a bunch of content filled up, and I'll show you how to monetize your site. So those are all features. Now, a benefit to that kind of stuff is, well, now we say, here's the feature. Now, so what? So the feature is that I can show you how to come up with an endless supply of content, well, so what? Well, now you can rank higher in the search engines. Now you can get lots of free traffic. And then we can take it even one more level than that and say, like it, lots of free traffic will so what? And we can say, well, now you can get

Robert Plank 18:39 10, you know, 1000 visitors a day, and you can get people joining your email option list, and you can have traffic on demand just turn on the on the faucet. And you can have people tripping over themselves to read everything you say and to buy from me. You can even automate it. So now you see how we go from something really boring, which is what it does, and then we take it to the next level and say, Now, what can I do with it? And then take it to the next level and say, Well, so what about that? Now? What can I really do with it? Okay, so that's what the goal is for a lot of this. And this is why, where the mindset you should be in with bullet points, you shouldn't be writing bullet points in terms of the table of contents. You should be writing the bullet points in cool things they can do with all this. And then, so that's what would happen if which I normally use for pitch webinars. And then a quick question is the jumping off point that I use for 10 minute video sales letters, or five minute video sales letters? So I have a web page, a sales letter. And at the top I have a video that plays on its own automatically, and then it has me demonstrating something or reading off some slides. But it's more like a compacted version of the sales letter. And for whatever reason, I start with quick question. And so the quick question, you know. Could be like a what would happen if? But I mean, quick question could mean, well, are you struggling with this and this in your online business? Or quick question, can I show you how I get this and this and that? So just starting off any kind of a web page with a question that's kind of interesting right there, just that alone gets me to keep reading at least a few more sentences, as opposed to you just stating out some kind of boring facts. So four jumping off points for you right there. Who else wants to imagine what would happen if quick question, and even if you had to fill in all four of those, if you had to, and if you had to answer all four of those slightly differently, then I guarantee that you'd probably have a pretty good first sentence for whatever sales that are you have without even trying. All right, so let's know. I've given you a couple of those things. Talked about a i d A, talked about those four starters, those four openers. Let's jump into the four phases, the four passes. They are the minimum viable product, the fundamentals, persuasion and then window dressing. So the minimum viable product. I want you to finish this this pass by having something that you could sell, and it's not pretty, it's not the best. It could be better, but there's just something you could have for sale, and we recommend you use paper template.com and that's our plug in, where you can have just a really simple, basic piece of paper looking template using WordPress. Now, if you don't even have paper template, technically, you could even write it on a bare bones html page or even a blog post. But paper templates the best. It's only $7 at the time of this recording for the light version, which will get you by now, the four components of the minimum viable product are headline, 10 bullet points, price and buy button and then WW, HW, reordering. All right, so the headline, you have some giant red bold text at the top, and you say, Who else wants to blank? Blank and blank. There you go. Just fill in three things that you want to ask. Who else wants to do these cool things with guitar? You know, who else wants to do? Cool thing number one, cool thing number two, cool thing number three, and there you go. That's your headline. Who else wants to master guitar in the next 45 minutes? Master the three easiest songs and impress all your friends. There you go. Could they make that better? Well, sure, but that got a headline that got something down on the page, next 10 bullet points. So it helps me, and it'll probably help you if you're stuck writing anything in general, but in this case, a sales letter. If you're having the blank page syndrome, it won't hurt to just type a question onto that blank page and then answer the question down below and then delete the question. No one has to know you did that, so type in below the headline. Why should I get this and write it just like that. Don't say, Why should someone get this? Why should you get this? It's, why should I get this that way? Someone is asking you personally why they should get this, and then you list 10 bullet points of why they should get the guitar. Course, maybe one of the reasons is because learning on your own sucks, and trying to master the sheet music and fumble around in the dark and figure out what kind of preamp and what kind of guitar and guitar pick and strings and all that is just a huge hassle, not to mention getting guitar lessons or watching confusing videos. You're the best of both worlds. You're gonna show them guitar. So you list 10 things like that, reasons why they should get it, and so Another reason might be just that, like the traditional way of learning guitar doesn't work, and you have the shortcuts, and you you have X number of years of experience, or you've taught X number of different students, and you actually do it. You're not just giving them facts and figures. You can show them exactly now how to master the good guitar in minutes, not in months or years. So you'll get it done for them quickly. So you can think of 10 reasons like that, from the simplicity, from the speed, from anything like that, from the level of mastery they'll get, from the amount of fun they'll have compared to other alternatives. List 10 reasons why they should get this. And that's the core of it, that's most of your sales that are right there. And anything you go back and expand, you can probably just expand each of those bullet points at a time. Now, the third part of Phase one is the price and the buy button. You got to have this right? You got to say, even if you have the most bare bones sales letter, have the headline, have reasons. They should get it, and then have the price stated on the page, and then the button where they can click and buy. I mean, you have to have the button for them to click and buy. Otherwise there's no point to it. And then once you do that, you go there and look. And, I mean, you might have, throughout the course of this expanded and added a couple sentences, maybe even not, but I. If you add a little bit here and there just to explain the rest, make sure that the order is correct. Most sales letters I see are in the wrong order, and they'll have a buy button, you know, halfway down the page and not at the bottom. Or they'll throw in testimonials and then bonuses, and it's a whole mess. So the order you want to go in is, why am I at this web page? What's the problem you're solving? How does your product solve that problem? And then what if I get it right now? So there you go, just let alone get you the minimum viable product. And technically, you could stop or pause this podcast program and whip out the bare essentials of your sales letter. Okay, with just 10 bullet points, but we can do better than that. We can go back and make sure the fundamentals are in there. And that's phase two. The parts of phase two are number one, button stack and headline, number two, Product Breakdown, number three, problem, agitate, solve. And then number four, four objections, all right. So first we can go to that order button right there and make it look a little fancier and little prettier. And if you look at other sales orders, you can see what I mean. You can put in like a guarantee right on there. Or you could make the button big and giant. Then above the button, you can go in there and add what's called a stack or a table. And so no matter what year you'll see in this podcast, there should be a stack at income machine.com and so you list the component parts of your offer like, you know, video, one module, one module two. And then you say what it is, and to the right of it, you have $1 value of what it's worth. So maybe the the first module of your guitar course has, it has $1 value of $400 I mean, it's, I mean, all the things in module one are what you'd get from two lessons with a guitar instructor. So there you go, $400 right in there. Or maybe you say, well, this guitar cheat sheet is worth $97 someone could easily charge $97 just to give you the bullet points of what equipment to buy and what shortcuts to you, so you have things like that, the modules, the price, you break down what's in there, and then at the end, at the bottom of that table, you total up everything that you just listed. So it might be something like an $857

Robert Plank 27:25 total value. And then that looks really big and scary. But then you say today, just $17 so it's kind of a cool little effect. There is you have this big, huge number, but then it drops it down to the regular one. And then in this other other section. Then, now that you've kind of beefed those things up, you go back and make one more pass on the sales letter. You say, is there a better way to word this? Could I add more punch to it? Could I remove a word or two and maybe even read that headline aloud, just to make sure that it's like the best kind of kind of thing, and it's as difficult to explain without me showing you, but if you notice that the headline wraps in a weird way, like sometimes you'll have a headline where it'll have like four or five words the first line and then the second line has like one word. So if you can have the headline kind of in the if the line breaks, kind of break where it makes sense, and at least in WordPress and paper template, you can go to the part of the headline you want to break up and do a Shift Enter, and that'll like, put it down on its own little line, but just kind of break it up so that the like, each line is kind of like an equal length, just about. And if you can really get fancy, if you can make each line below the previous slightly slightly shorter, so that it kind of points downward to one of those weird things where it looks really cool, if you don't understand what I mean, then just forget it. But just go through and make the headline a little bit better. Okay, next in the fundamentals, you want to break the product down into individual modules. So we kind of this with the the stack, but see if you can, if, even if you just have, like, a one hour video. I mean, are there sections to that video? Or could you go and quickly get the video transcribed, and then now you have a report? Well, now you can add that to the stack. Now you can say, that's one more part of my offer. Could you go and interview a couple of guitar experts real quick this week, and then, even if they're just 20 minute interviews, those are extra things you could add to that offer. Could you buy resale rights to some other product? Or could you find some software that makes guitar playing easier? Or could you order for them there's like, some kind of, like device that attaches through guitar to make it easier to play. Could you attach that to your offer? But we're breaking the product down so that we can explain more modules to make the offer look better and cooler without boring them with the table of contents. Now the next step in the fundamentals is to go back to the beginning part, just above where. You explain your bullet points and see if you can work in some kind of a story that revolves around your frustrations, or they fr their frustrations are like what led you to creating this course and this offer. So this is called problem, agitate, solve something, brought them to your site. And maybe they don't even know it, but if they come to your guitar site, they've probably tried playing guitar. They want to play guitar, but something's holding them back. Something's really either scaring them or it just seems like a huge hassle, and you want to first twist the knife. You don't want to just jump in and say, here's the answer, but you explain why they came to the page and maybe you were just like them, and you had the same problems, or you had all kinds of other students. Maybe you're a guitar instructor, and you wanted to be able to help more people in a faster time, so you made this course because nothing like it existed. So they come into the page and they see that you have the same problems that they did, or that you did have the same problems that they do. Now they kind of, they probably know where you're headed with this, so at least they know that they're at the same they're at the right place. Now, you don't want to make the story go on and on and on for 20 pages, but at least have like, a little blurb or a few paragraphs or a third of a page about what the problem is, so they know that your offer solves their exact problem, and then maybe a little bit about the frustrations, the emotional stuff, and then what caused you to make this and then we can jump back down on the bottom and and think of four reasons why someone wouldn't buy from you. We can call these four objections, okay, so an objection, well, it could be the price. That's probably, let me just write that down. It's probably a decent objection. Why someone might not buy from you is because of the price. They might say, well, the price is too much. Well, you then you compare it to other alternatives. You compare it to the years it would take to figure out on your own. You compare it to the hundreds of dollars or 1000s you would pay to a guitar instructor, or you compare it to all these other courses that would cost all those other money. So now you in comparison, look small. The next objection some might have is no need. They might say, well, I don't need a guitar course, and you explain the reasons why. Yes, you do. They could say, I don't believe you, right. I don't have any belief that you can help me. And that's where you throw in a testimonial or a case study, or a before and after, or a clip from your product. But you want to think of four reasons why someone wouldn't buy. And I mean, I'm imagining that if you're selling, in this example, a guitar course, you know about guitar stuff, and you've bought other people's guitar courses. So if you think back to if you were buying someone else's guitar, book, CD, membership site, whatever, did you go to someone's web page and almost buy, but not and what was the reason? Or did you go to someone's web page and almost buy and hesitate, but then something pushed you through? Now, what was the reason why you held back?

Robert Plank 33:00 And I mean, it might just be like that, like we said, the price. No need belief, or maybe that. Just give you a fourth one. Maybe you thought that the solution was too complicated or too too much work, or something like that. Okay, so in the fundamentals, we've gone back to this headline 10 bullet point button sales that we created, and go back and make the button better. Add a stack above the button, beef up the headline, break the product down into modules, add problem, agitate, solve kind of story, and then go back to the bottom and add in the four objections. So once again, even if you stop now, you still have a sales letter that'll make you sales. And now let's go and get into copywriting land and go into Phase Three persuasion, right? So there's, there's a couple things that, actually there's three parts of this. The first are the four stages of awareness. This is, this is a Eugene Schwartz thing. And then we have the six elements of persuasion, which is a Robert Cialdini thing. I'll break that down for you, too. And then we just go and check for typos or for numbers not adding up. All right, so let me unpack this real quick. So Eugene Schwartz is this guy who tells you that, well, when advertisers were advertising cigarettes, there's there's cycles there, right? Like, first they go for the they have, like the camel Joe ads, then they have the Marlboro Man ads. And then they just go through and the there's different, like cycles where they like competitors, come on in, make things too crowded, and then you got to go and beat the competitors. But then it's, it's way too confusing. So then you got to go back to simplicity. So Eugene Schwartz has these phases. They pretty much go to, there's novelty, there's enlargement, sophistication and abandonment. And what I've done in front of me is I've drawn a circle and then drawn a line down it and a line across and in the top right corner, I've written n for novelty, the bottom right corner, E for enlargement. The bottom. Left corner s for sophistication, and then the top left corner is a for abandonment. So what this means is that, and if there's any kind of, if there any kind of marketplace or whatever, or any kind of solution, or any kind of niche, everyone starts off with novelty, because, well, just by this thing existing, you make sales, right? So if we're talking about all right, guitar course, so I mean, we're on a roll. Let's keep, keep going with a guitar course. If no one had a guitar course out there, and you were the first one or one of the first then you make sales, just because people are looking for guitar courses. There's no other competitors. Your guitar course can be a piece of crap. People still buy. But then what happens? Well, then everyone else sees what you're doing and makes her own guitar course. So how do you make it better? You say, Well, my guitar course has 10 hours of video. Mine has video period. Mine has all these, all these templates. Mine has all this extra stuff loaded in, right? I have all these extra videos. You can get a video every day for a year. So everyone goes for bigger, but then, okay, well, then everyone else catches up to you and goes for bigger. So now you have to pivot a little bit and go for something different. You can say, Well, I'm gonna have something unique in mind, so not just bigger, but also on a different track, where I will also coach you one on one. As a bonus for this, all throw in software, all throw in tools and checklists and things so that I'm not just bigger, but I'm better as well. Well, then what happens? Well, everyone else kid is up to you, and now everyone else is bigger and better. And then this is where the abandonment happens now, because, well, now it's it's tough to make any sales, because it's so crowded, so confusing, and people are looking to get back to basics, get back to the simple stuff. And that's where the novelty comes back in, where now everyone else says, I give you 850 videos on guitar. You say 800 videos, it's great, but you're not gonna go through all those. Just take my one hour guitar, course. So that's the cycle, and that's one way of looking at it. But the way I like to look at it is that someone coming to your web page is in one of these four cycles, right? So someone might so and you're gonna have basically four types of people. Someone's gonna come to your guitar web page and say, I don't know guitar at all. Help me. Someone's gonna say, I kind of know guitar. I want to learn it better. Help me. Someone's gonna say, and that's the enlargement part. Then someone might be a sophisticated someone might be saying, Okay, well, I I know some guitar stuff, but I'm stuck. I don't know how to really get past playing the most simple stuff. Get me more advanced. And then people are going to be in the abandonment phase, where they say, I'm just overloaded with all this stuff. Give it to me really simply. So if you think about that, well now you can go and make and look at your web page again through the lens of a newbie, an enlargement person, a sophistication person and an abandonment person, and figure out, well, how can I make this apply to someone who doesn't know guitar at all, someone who knows it but needs to know more, someone who knows more but is that at a plateau and needs help going in a different direction, and someone who's just overwhelmed and needs it to be kept simple. Okay, so those are the four stages of awareness. And then we can look at this from another pass of a thing called Robert Cialdini, or a guy named Robert Cialdini who says that there are six, six ways of persuading someone. Let me write these down, because I just so that I get these right. So they are likeness, they are authority, they are commitment and consistently, consistency. I should say they are social proof, reciprocity, and I always forget last one scarcity. So these aren't necessarily in like any any particular order, but you look at the now that your sales letter has more and more beef to it, so to speak, you can see, well, do I have each of these things, or do I have too much of these things, right? And so likeness means, can they relate to you? Authority means, do you have enough credentials for them to take you seriously? Commitment, consistency means, have they taken some small actions already, and so they can continue to take those actions, because it's easy to keep going in motion. So this means, do you have a thing called a bucket brigade, and do you have a headline which gets them to read the line below, and they read line below, line below? You ask questions. You ask leading questions. You ask questions in the copy that cause them to answer yes in their head, social proof. So this can just be the quick testimonial or case study, or something reciprocity. So can you give them something and then they'll they now feel obligated to give you something back. And the easy, the easy one for this in a sales letter, is to do a little bit of teaching, share a couple of your breakthroughs, and work it into your selling. And that way, because you've given them a little bit of information. And they'll give you a little bit of attention in return. And then scarcity. So this can either, I mean, you can do blatant scarcity, which means there's X number of copies left of this, or I'm going to increase the price, or just hammer it home near the end that the scarcity is, well, if you don't act on this now, I mean, then what's gonna happen? I mean, if you don't buy this now, you're gonna suffer through another year, another two years, or 10 years, or forever, of playing, of not playing in the guitar the way you want to. So time is of the essence. You need to get this right now. So those two things are really important, the Eugene Schwartz, four stages of awareness, novelty, enlargement, sophistication, abandonment. And then the Robert Cialdini six principles of influence, likeness, authority, commitment and consistency, social proof, reciprocity and scarcity. And then the easy one, since we did a lot in this phase, is to make a quick comb through, and I recommend going from the bottom up, just so you look at this from a different angle, and just check for quick typos, or check for, especially in your stack, that all the numbers add up, right? We said earlier, for this thing called a price deck, you have a table. You'll break down the modules in your course. You have a price value next to each one, and you total all up. Well, if it's, if it's even, like, uh, a few numbers off, someone's gonna notice, and you just don't know if that's the reason why someone almost bought from you but didn't quite so that is why you total up everything and just make sure the numbers add up. And now finally, the easy one, phase four window dressing. Go back through and go for case studies and testimonials, graphics and jump links. So case studies and testimonials means, basically, if someone you know bought from you and got something out of it, got a big breakthrough, like what you have to say, then you put that in the sales letter. And when it, when it, if it makes sense, you get to the point where you make a certain point about how quickly they can pick up the guitar and learn something, and then you put in a colored box, like a blue box, with someone's picture and the quotation they set about you. And then that's a little bit of a break in the copy, but it also kind of works, because you were just talking about how quickly someone can learn from you. And then testimonial talks about how quickly they learn from you. So you don't need to have a ton of these, even just a couple on a sales letter is fine. And then go through and go to fiverr.com

Robert Plank 42:32 and buy a logo for your product. So that way you can put a logo on there. It just makes it look a little more professional. Add things called Jump links, or anchor text links, which we we show you how to do in the paper template plugin. It basically it means that you have this long scrolling sales letter, right? And if someone sees that you have this product for sale and they want to buy it right now, make a link they can click on that drops them down to the bottom of the page, so they can go there in order. So that way it's like, okay, I don't need to read anymore. Click. I want to get it. Drop none on the bottom, and now they see exactly the amount of money they're going to pay. So that's called a jump link, all right. So I mean, there's four passes you can make there to kick off a sales letter and just go back and make these extra improvements on it when you feel like it. So now we said that we went to phase one, the minimum viable product. They had a headline that said, Who else wants to blank? Added 10 bullet points. So 10 good reasons why you'd want to get this a price in the buy button and make sure that the whole web page follows the order of, why, what? How to what if? Why am I here? What's the problem I'm having? How does your product solve that? And then what if I get it now? Phase two, the fundamentals. Go back and fix up the button, price, stack and headline, break down the product problem, agitate, solve your story, and then think of four objections and answer them in just four sentences about why someone might have hesitations right now to buy from you at the last second and overcome those limitations very quickly. Then phase three persuasion you talk about or just look at the web page through the eyes of a novice, from an enlarged buyer, from a sophisticated buyer and from an abandonment level buyer, someone who is going from either a very someone who's a total beginner, or someone who's so advanced they're actually getting sick of all the advanced stuff. They just want someone to keep it simple for them. And then Robert Cialdini, six elements of persuasion, likeness, authority, commitment and consistency, social proof, reciprocity and scarcity. And then in the last part of this phase, make sure that your typos and your numbers all are cleared up and add up. Then the final and fourth phase window dressing. Add case studies and testimonials, add graphics like a logo or a screenshot. And jump links, which is a nice little touch, but you'd be surprised at how much this helps you where, if someone's scrolling down a web page, they can click a link or button which drops them down to that order area. I'm Robert Plank, and that was multi pass copywriting. Kick off that sales letter with just 10 bullet points, and even if everything we talked about today was just too friggin much to take in, remember, have a headline 10 good reasons why someone can buy from you and a button and you could stop there if you want. You could start off with Who else wants to dot, dot, dot. Imagine dot, dot, dot. What would happen if.dot.or even quick question, dot dot top, keep your sales that are in the order of attention, interest, desire, action, or why am I here? What's my problem? How does your product solve that? And what if I get it right now. Robert Plank from fast food copywriting.com and income machine.com whip up that quick sales letter and email me at Robert at Robert plank.com and let me know how this podcast helped you. And give me an idea for another episode of Robert Plank show on Robert Plank. Subscribe and vote us at Robert Plank show.com/itunes keep in touch. Keep listening to new episodes. I'll talk to you soon, and Bye, now bye.