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HOW TO WRITE 
SALES COPY 
LIKE A PRO 
(Even if you’re a rookie!)
I KNOW YOU’RE WINGING 
IT.
I KNOW THAT YOU B.S. 
YOUR WAY THROUGH 
SALES COPY.
AND I GET WHY YOU DO 
IT.
You’re busy. Maybe you hate writing. Maybe 
you’re trying to scratch it off your todo list and 
you want to move fast. 
We...
I’m going to share with you a 
formula I used in my early 
days of copywriting that 
really resonated with me.
Crack open your analytics 
program and take a look at 
the amount of traffic you 
are getting to your posts 
on the first ...
The Formula 
The perfect anecdote to a willy nilly, “I think I’m 
getting this right” approach to copywriting is to 
commi...
The Formula 
The reason I think this is worth sharing is because if it 
resonates with you too you’ll remember it. And…
IF YOU REMEMBER IT, 
YOU’LL USE IT!
The Formula 
Copy that has no structure, sucks. It sucks because no 
one wants to read it. If you can’t tell a story, you’...
Here’s the Formula… 
Point out who your message is for 
Identify the Problem 
Talk about why what they’re currently doing ...
The Formula 
Simple? Yes. 
Effective? You bet! 
Here’s a break down of the formula to 
include the typical elements you’d ...
Here’s a 3-Part Email Series that doubles sales! Click 
“Download now”. 
1
POINT OUT WHO YOUR 
MESSAGE IS FOR 
1
Point out who your message is for 
Call out your audience and be specific… 
For example, if I’m selling to business owners...
Point out who your message is for 
Check out this audience cue from John Carlton on the next slide. 
He’s talking to busin...
Point out who your message is for 
He’s talking to people who are “finally” ready…
IDENTIFY THEIR PROBLEM 
2
Identify Their Problem 
There is no place to skimp. 
What’s going on with these people you’re selling to? Try to build 
a ...
Identify Their Problem 
I love the way Carlton does this. Notice how he uses the word 
“our” – like he is a part of us. He...
Identify Their Problem 
See how the letter below (that I wrote for GKIC back in 2011 for 
the fast Implementation Boot Cam...
TALK ABOUT WHY WHAT 
THEY’RE CURRENTLY DOING 
TO SOLVE THEIR PROBLEM 
WON’T WORK 
3
Talk About Why What They’re Currently Doing to Solve Their Problem Won’t Work 
Make an exhaustive list of your competitors...
Talk About Why What They’re Currently Doing to Solve Their Problem Won’t Work 
You have to discredit their current mindset...
TELL THEM HOW YOU 
DISCOVERED WHAT 
DOES WORK 
4
Tell Them How You Discovered What DOES work 
This Step is a huge deal. It covers so much. This is where you’ll 
get a chan...
Tell Them How You Discovered What DOES work 
Show pain of and cost of development – “You wouldn’t want to 
(or couldn’t) r...
Tell Them How You Discovered What DOES work 
Explain ease-of-use – “It’s easy”
Tell Them How You Discovered What DOES work 
Show speed to results – “It’s fast”
Tell Them How You Discovered What DOES work 
Future cast – “Just Imagine what your life will be like once you 
have/use th...
Tell Them How You Discovered What DOES work 
Show your credentials – “You should listen to me because”
Tell Them How You Discovered What DOES work 
Detail the benefits – “Your life will be better in the following 
ways ”
Tell Them How You Discovered What DOES work 
Get social proof – TESTIMONIALS! Or, in the case of Frank’s 
letter here, kee...
Paint a picture of 
how different/better life is going 
to be when they get their hands 
on what you have.
…Then explain that you’re not 
Some jerk who can post a website. 
Giving a little background 
(braggy stuff) about you hel...
TELL THEM HOW THEY CAN 
GET IT 
5
Tell Them How They Can Get It 
This is the most important step. 
Make your offer and name your price. 
Back up your reason...
Tell Them How They Can Get It 
Example from a sales letter I wrote for YourROIguy.com
Tell Them How They Can Get It 
Then tell them step by step how to get your product. 
That’s why you see people saying “Cli...
Tell Them How They Can Get It 
You also have an opportunity to reverse risk (with a 
guarantee), inject scarcity (with a l...
AND THAT’S IT!
Don’t be overwhelmed! 
If you get hung up on including all the 
“stuff” you’ve been told you should (and 
yes I agree you ...
Here’s a 3-Part Email Series that doubles sales! Click 
“Download now”. 
1
THANK YOU! 
Julie Boswell 
Rebel Enterprise
QUESTIONS? 
Feel free to reach out to us … 
Facebook: facebook.com/digitalmarketer 
Twitter: @digitalmktr
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How To Write Sales Copy Like A Pro

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In this presentation, we end all that nonsense and finally get you to REMEMBER the structure your copy should follow.
The writing process actually does go faster (and produces better results) when you follow a formula.

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How To Write Sales Copy Like A Pro

  1. HOW TO WRITE SALES COPY LIKE A PRO (Even if you’re a rookie!)
  2. I KNOW YOU’RE WINGING IT.
  3. I KNOW THAT YOU B.S. YOUR WAY THROUGH SALES COPY.
  4. AND I GET WHY YOU DO IT.
  5. You’re busy. Maybe you hate writing. Maybe you’re trying to scratch it off your todo list and you want to move fast. We’re going to end all that nonsense and finally get you to REMEMBER the structure your copy should follow. The writing process actually does go faster (and produces better results) when you follow a formula. Julie Boswell Rebel Enterprise
  6. I’m going to share with you a formula I used in my early days of copywriting that really resonated with me.
  7. Crack open your analytics program and take a look at the amount of traffic you are getting to your posts on the first day you publish them.
  8. The Formula The perfect anecdote to a willy nilly, “I think I’m getting this right” approach to copywriting is to commit your formula to memory.
  9. The Formula The reason I think this is worth sharing is because if it resonates with you too you’ll remember it. And…
  10. IF YOU REMEMBER IT, YOU’LL USE IT!
  11. The Formula Copy that has no structure, sucks. It sucks because no one wants to read it. If you can’t tell a story, you’re dead in the water.
  12. Here’s the Formula… Point out who your message is for Identify the Problem Talk about why what they’re currently doing to solve their problem won’t work Tell them how you discovered what DOES work Tell them how they can get it 1 2 3 4 5
  13. The Formula Simple? Yes. Effective? You bet! Here’s a break down of the formula to include the typical elements you’d find in a direct response sales letter.
  14. Here’s a 3-Part Email Series that doubles sales! Click “Download now”. 1
  15. POINT OUT WHO YOUR MESSAGE IS FOR 1
  16. Point out who your message is for Call out your audience and be specific… For example, if I’m selling to business owners, I’m going to get more attention from the right people if I specifically say… “Small business owners who want to DOMINATE their market online (without playing Google games, Social Media, or paying through the nose for PPC).”
  17. Point out who your message is for Check out this audience cue from John Carlton on the next slide. He’s talking to business owners who have not yet reached what they’d consider in their own minds financial success. • He’s not talking to big players • He’s not talking to people who are currently in a mastermind and disappointed with it. • He’s not talking to start ups
  18. Point out who your message is for He’s talking to people who are “finally” ready…
  19. IDENTIFY THEIR PROBLEM 2
  20. Identify Their Problem There is no place to skimp. What’s going on with these people you’re selling to? Try to build a bridge between you and the reader.
  21. Identify Their Problem I love the way Carlton does this. Notice how he uses the word “our” – like he is a part of us. He’s totally on our side.
  22. Identify Their Problem See how the letter below (that I wrote for GKIC back in 2011 for the fast Implementation Boot Camp) points out a bunch of different emoticons the reader may be feeling…
  23. TALK ABOUT WHY WHAT THEY’RE CURRENTLY DOING TO SOLVE THEIR PROBLEM WON’T WORK 3
  24. Talk About Why What They’re Currently Doing to Solve Their Problem Won’t Work Make an exhaustive list of your competitors and/or ways to handle the problem and their shortcomings. Point all of that out to your prospect in a “If you’ve ever tried___, you already know how disappointing that can be” way. Meet them in a space in their head where they naturally go to resist change.
  25. Talk About Why What They’re Currently Doing to Solve Their Problem Won’t Work You have to discredit their current mindset about the problem in order to open their minds to what you offer. Check out how Dan Kennedy does it in this old sales letter he wrote for his Coaching and Consulting Bootcamp Info-product…
  26. TELL THEM HOW YOU DISCOVERED WHAT DOES WORK 4
  27. Tell Them How You Discovered What DOES work This Step is a huge deal. It covers so much. This is where you’ll get a chance to… Provide the solution as Frank Kern does in this sales letter – “Here it is!”
  28. Tell Them How You Discovered What DOES work Show pain of and cost of development – “You wouldn’t want to (or couldn’t) recreate this on your own”
  29. Tell Them How You Discovered What DOES work Explain ease-of-use – “It’s easy”
  30. Tell Them How You Discovered What DOES work Show speed to results – “It’s fast”
  31. Tell Them How You Discovered What DOES work Future cast – “Just Imagine what your life will be like once you have/use this” I love how Kern paints a picture of the worst case scenario and the best case. Smart!
  32. Tell Them How You Discovered What DOES work Show your credentials – “You should listen to me because”
  33. Tell Them How You Discovered What DOES work Detail the benefits – “Your life will be better in the following ways ”
  34. Tell Them How You Discovered What DOES work Get social proof – TESTIMONIALS! Or, in the case of Frank’s letter here, keep it super simple with a short brag list of esteemed clients.
  35. Paint a picture of how different/better life is going to be when they get their hands on what you have.
  36. …Then explain that you’re not Some jerk who can post a website. Giving a little background (braggy stuff) about you helps Them feel like they’re not Getting scammed.
  37. TELL THEM HOW THEY CAN GET IT 5
  38. Tell Them How They Can Get It This is the most important step. Make your offer and name your price. Back up your reasoning for the price you chose.
  39. Tell Them How They Can Get It Example from a sales letter I wrote for YourROIguy.com
  40. Tell Them How They Can Get It Then tell them step by step how to get your product. That’s why you see people saying “Click on the link below” or “DO EXACTLY THIS”.
  41. Tell Them How They Can Get It You also have an opportunity to reverse risk (with a guarantee), inject scarcity (with a limited availability or a deadline), and close the letter with reminders and warnings.
  42. AND THAT’S IT!
  43. Don’t be overwhelmed! If you get hung up on including all the “stuff” you’ve been told you should (and yes I agree you need all that stuff), you might not get around to getting it out there in the first place. So start with a real human connection. Then master the sale.
  44. Here’s a 3-Part Email Series that doubles sales! Click “Download now”. 1
  45. THANK YOU! Julie Boswell Rebel Enterprise
  46. QUESTIONS? Feel free to reach out to us … Facebook: facebook.com/digitalmarketer Twitter: @digitalmktr
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In this presentation, we end all that nonsense and finally get you to REMEMBER the structure your copy should follow. The writing process actually does go faster (and produces better results) when you follow a formula.

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