Full transcript
0:01what is up copy squad it's your boy kyle
0:03milligan of kylewriter.com and today
0:05we're going to talk about
0:06basic copywriting terms you need to
0:09understand
0:10first off i'm going to let you know that
0:11all this stuff is covered in my book
0:14take their money it's at
0:15kylethewriter.com forward slash book
0:18and that will teach you how to write the
0:19words that really make you rich
0:21so let's kind of dive into it i think
0:23we'll start a big picture maybe and then
0:24kind of narrow it down deeper and deeper
0:26down the copy
0:27so big picture in the lead i've also
0:29been asked this question how do you
0:30write a hot lead like how do you write
0:32an exciting lead
0:33well the lead is basically the place
0:36where you build up
0:37your big promise and now whenever you're
0:40making a big promise in
0:42a promo in a facebook ad
0:45in an email this could be a cold pitch
0:48to a client
0:49okay you're usually got some sort of
0:51like here's the promise here's the
0:53benefit that you're going to receive
0:54so for instance if you're doing a cold
0:56pitch right your benefit
0:58is i will improve and this is something
1:00i keep coming around to right like
1:02how do i pitch clients how do b2b people
1:04pitch
1:05how does a b2b person like sell their
1:07service it's all the same thing right
1:10it's new easy safe and big wrap emotions
1:13into your pitch but i think people are
1:15missing the basic elements of pitch
1:17so to make new easy safe and big work
1:21you have to have the skeletal structure
1:23in place right
1:25you've got to have the raw facts and
1:27details what you do
1:29skeletal structure is a number one all
1:31right then you're gonna weave in the big
1:32four emotions new
1:34easy safe and big which i explained my
1:36book take their money
1:37but let's talk about what part one is
1:39the lead is the big
1:40promise now here's something you
1:42absolutely cannot do
1:44is have two big promises you have to
1:47come up with
1:48one central thing this is your benefit
1:50this is the result okay
1:52what is the big promise that's the term
1:54and then people are getting like tied up
1:55and telling
1:56what what what is this a big problem is
1:58this a big promise
1:59the big promise is the result you're
2:01basically promising
2:03they will experience if they buy the
2:06thing that you're about to pitch them
2:08right so at the beginning of a sales
2:10letter the big promise is usually stated
2:12like
2:13within the fold we call it right but
2:16basically it's like within like one
2:17scroll i'd say the first couple lines
2:19the big promise is stated
2:21and since i always have 3 000 promos
2:24pulled up
2:25i might as well go ahead and share my
2:26screen and just show you what a big
2:27promise looks like here's the headline
2:29right the 70 cent crypto game changer
2:31headline headline
2:32all of this junk is headlined all the
2:34way till uh we see basically
2:35a tiny little known cryptocurrency
2:37that's trading for 70 cents about to
2:38shock the world
2:39and make a lot of people rich starting
2:41this coming monday okay and then we say
2:43it's enough to turn a small investment
2:44of 100 into over 2.7 million
2:47so this is all our big promise this is
2:49all the big promise
2:50and the big promise is there's a very
2:54inexpensive cryptocurrency that is
2:57poised
2:57to take off in price and if it goes as
3:01high as bitcoin
3:02it'll make you really stink and rich
3:05okay
3:06so that's that's one example of a big
3:07promise let's look at this what is this
3:09promo
3:10okay trump bonus checks this one was one
3:12of those clear cut like the promises
3:13right there let's look at here's the
3:15headline okay so we're now in the lead
3:17dear proud american citizen buried in
3:18this 500-page document signed by
3:20president trump hides a special loophole
3:23anyone can take advantage of here's the
3:24promise allowing them to collect regular
3:26checks
3:27some rare examples worth as much as 4
3:29000 6 000 even 8
3:31000 per month so that's our big promise
3:32okay
3:34so keep that in mind very early in your
3:37copy notice that in the first couple
3:38lines of both of these two promos
3:40i wrote both these promos i wrote trump
3:42bonus checks with
3:43rob braddock and i wrote cryptocurrency
3:46one with the copy chief these are both
3:47works that i've done so i'm practicing
3:48when i preach right in the first couple
3:49lines i'm getting to a big promise
3:51now what's a big promise what's a claim
3:54what's proof those kinds of questions
3:56now let's talk about that stuff so one
3:58thing to remember there's only one
3:59promise per promo
4:00the promise is let's say for trump bonus
4:02checks there's a loophole in the tax
4:04code you can take advantage of and it'll
4:05pay you
4:06regular checks that's the only thing i'm
4:08promising in this promo
4:10if you look at that cryptocurrency promo
4:11i showed you it is there's a
4:13inexpensive crypto that's about to
4:15explode in value and it can make you
4:17rich
4:18no other promises occur in that promo so
4:21that leads the question well what's a
4:22claim
4:23because doesn't a claim sort of promise
4:26a benefit
4:27so let's talk about that a claim is a
4:29response
4:30consider a claim a rebuttal to an
4:34objection
4:35that you inferred okay so every claim is
4:38built to support the big promise
4:41so basically the lead is hyping up the
4:43first part of the promo where you
4:44establish
4:45the big promise and then you hype it up
4:48like never seen anything like it
4:49either okay this is the biggest thing
4:52since xyz
4:53happened and it's actually going to be
4:55bigger i've never seen anything this big
4:57before
4:58these big names are getting in on it
5:00that's a lead in a nutshell
5:01never see anything like this here's the
5:02big promise and it's the biggest thing
5:03i've ever seen
5:04ever now that we go into body copy okay
5:07so the lead can last anywhere from like
5:08two to seven pages
5:10and generally that's where you start to
5:11introduce your guru and now you go into
5:13body copy
5:14the body copy is usually laid out with
5:17this template
5:18objection claim proof benefit so
5:21you have to imagine all the objections
5:24your reader could have
5:25now if that is very difficult for you i
5:27have done that
5:28for you i did it at uh if you go to
5:31kylethewriter.combook
5:33the bottom of that little page is a
5:35research video
5:36upsell i give you dozens of objections
5:40that you can overcome
5:41in your sales letter that's why sales
5:43letters are so long because you want to
5:44try and knock out every single objection
5:46as you go along
5:48so when you anticipate these objections
5:50okay
5:51you have to make a claim but the claim
5:53is not necessarily your big promise okay
5:55so think about it like this
5:56my claim is this cryptocurrency could
6:00make you rich
6:01so the objection is something like
6:04well can i just wait two months
6:07or i'll think about it let's say that's
6:08the objection i want to think about it
6:10well the claim is you need to act fast
6:12because okay
6:14so i'm overcoming that objection of i
6:16want to think about it or i want to take
6:17two months or
6:18wait till i have a hundred thousand
6:19dollars to invest no you need to act
6:21fast
6:22because that's my claim then i have to
6:25put in
6:25three pieces of proof okay because
6:28msnbc said this is poised to rock it on
6:31well in our pro which said next monday
6:33ibm is getting in on this and they're
6:35about to pour
6:36billions into this cryptocurrency and
6:37then like third piece of proof right
6:39so that's my claim and then i put in the
6:41proof and then i have to wrap that up in
6:43a nice neat little benefit say hey
6:44by the way if you do this you can
6:46collect like two million dollars or
6:47something like that right so
6:48it's going to help you get it's going to
6:50help your investments
6:51soar it's going to make you a bunch of
6:52money so again all that
6:55supports the big promise the benefit is
6:58tied to the big promise
7:00so the big promise and in my book i
7:02refer to it as the soul
7:04of the promo everything you feed into
7:07that promo
7:08feeds into the soul of your promo if
7:11you're writing a facebook
7:12ad you've got one promise take my
7:15internet
7:16marketing course and you'll be able to
7:18get a thousand more leads a day than
7:20you did last week or something like that
7:22that's the big promise and then your
7:24proof
7:24you can you take up these pieces of
7:26proof like i've got these testimonials
7:28you wrap new easy safe and big into like
7:31your proof and into your claims you wrap
7:33into every single line
7:34of your copy and it'll make people want
7:37more of what you're talking about
7:39so you you say hey take my internet
7:42marketing course and it will help you
7:43make
7:44a get a thousand leads right that's your
7:45big promise and then
7:47you you start to handle objections well
7:50what if i have a lot of money
7:51you don't need a lot of money my
7:52internet marketing course is only 50
7:54bucks
7:55and then you simply reframe that and say
7:56that's the cost of like
7:59less than a cup of coffee a day every
8:00month you know or something like that
8:02right
8:02so you say claim i don't have a lot of
8:04money you don't need a lot of money
8:06cost very little okay well i'm not a
8:08very experienced internet marketer i
8:10can't do this
8:11you don't need a lot of experience
8:12because my entire internet marketing
8:13course will hold your hand
8:15and guide you through it okay that's
8:17easy anybody that's the emotion of
8:19easies new easy all right so basically
8:22using new easy safe big as your
8:24foundation
8:25like your starting point you can get a
8:27lot done like right away
8:28so for instance you're selling an
8:31internet marketing course why would i
8:32buy yours
8:33it's brand new it's the only one that's
8:35doing it this way
8:36it's a unique and brand new experience
8:38that nobody else has done
8:40i should sell my book with this right
8:41now okay buy my book take their money
8:43why should i buy your book take their
8:44money it is the only book that will
8:46teach you the secret language of
8:47copywriting that speaks directly to the
8:49emotional brain
8:50and not tell you what to do because when
8:53someone tells you
8:54how to write copy they're speaking in
8:56logic they're speaking
8:57nonsense it is illogical to sell on
9:00logic
9:00you need to sell directly to the
9:02emotional center of the brain which
9:04science
9:04shows is where decisions are made you
9:08break this part of the brain where
9:09emotions are
9:10derived from you are incapable of making
9:13decisions
9:14logic simply decides if it's like okay
9:16or not
9:17right so sell directly to the emotional
9:19part of the brain so that's like my new
9:20pitch right
9:21it's the only book that teaches you the
9:23secret language of copywriting to sell
9:24directly to the brain
9:25okay so that's new is it easy yeah
9:28because all you need to know are the
9:29more emotions there's only four of them
9:31new easy safe and big
9:32wrap that into your content you're all
9:34good to go not only
9:36are new easy safe and big gonna handle
9:38most of the work for you
9:40i'm also going to show you tons of
9:42copywriting examples
9:43from promos and sales letters and
9:46examples that have made a
9:47lot of money i'm going to go ahead and
9:49get all that research and put it right
9:51in front of you and
9:52show you so it's easy right okay so new
9:55easy safe let's talk about safe
9:58okay my safety element is my credibility
10:01i personally in 2018 single year
10:05and i just started october 2nd of 2017
10:08right gross
10:09i brought in 7.1 million dollars using
10:12this method
10:13okay um so i've got a lot of big hits to
10:16my name
10:16i've worked with some pretty phenomenal
10:19mentors
10:19that's safety right you can believe me
10:21you can trust me
10:23as a matter of fact i'm not here today
10:25gone tomorrow marketer
10:26i make daily videos i've got over 90 at
10:29this point where i just give away free
10:31information i am not a scam artist i'm
10:33here to help people sell stuff right so
10:35that's my safety element the last thing
10:37is big
10:38i can use that i can bring that number
10:39right back 7.1 million
10:41maybe you don't make seven million okay
10:44but could you imagine a fraction
10:46of that kind of income or that kind of
10:48potential and how it could boost your
10:50business
10:50right how how big of an impact could
10:52that be for you
10:53and what you're doing currently i think
10:56i gamble
10:57pretty damn big and at 140 pages
11:00um i think it's 144 page book i'm not
11:02sure off top points
11:04but you can you can learn that stuff
11:05pretty fast okay
11:07really comes down these big four motions
11:09so basically
11:10you want to weave these elements into
11:13your
11:14pitch but all that supports that my book
11:17will help you sell more stuff that's the
11:20big promise
11:21the reason i just gave you that whole
11:23pitch is to basically show you that the
11:25big promise
11:27is i can help you sell more stuff and
11:30then
11:30there's these objections but what if i
11:32don't have experience what if i don't
11:34have a lot of money
11:35what if i'm not very intelligent and
11:37then you you beat those objections down
11:39with claims okay so you the claim is not
11:42the promise
11:43the claim handles objections to the
11:46promise
11:47all right so i told you i can help make
11:49you money and you say but i don't have
11:50any experience
11:51read the book book's gonna do everything
11:53for you okay that's easy
11:55that's that's emotion number two easy so
11:57you say i don't have a lot of money
11:59it's a book it costs the price of a book
12:01all right so if you've had a sandwich
12:03this week you could have probably bought
12:04the book
12:05so there i just handled that right
12:07that's my claim is it's affordable
12:09it's easy it's safe like what's what's
12:12the worst that could happen you're out
12:13the cost of a lunch right and and for
12:16whatever reason
12:17you're not happy with it oh but by the
12:19way i have all these testimonials and i
12:21have all this
12:22feedback that it's like this game
12:23changing experience reading my books
12:25that's again safety i'm just
12:26overcoming objections with claim after
12:28claim after claim to claim
12:30so the claims after claims after claims
12:33with no
12:34proof or no no sort of substantiation to
12:38it are going to fall flat because it's
12:40going to sound like the same bull
12:41malarkey that
12:42everyone puts on facebook make money
12:44from home with your cell phone
12:46ten thousand dollars a day pm me for
12:49details
12:49nobody's pm in you man it's not
12:51going to happen however
12:53if you just show a little bit of
12:54credibility with a little bit of
12:56research
12:57you're going to stand out because so
12:59many people are terrible at this
13:01it doesn't take a lot to stand out in a
13:02big big way
13:04at the end of the day what we're doing
13:06here is we're speaking directly to the
13:07emotional center of the brain
13:08and we do that by basically repeating
13:11this pattern where we handle objections
13:13all right we rebut with claims and we
13:15show improvements and benefits
13:17and then we interweave that's the
13:18skeletal structure right that is the cut
13:21and
13:21paste like if i was to just sell with
13:23logic and that actually
13:24worked all i would have to do is list
13:27statistics and listings that doesn't
13:28work though
13:29you have to imbue those words you have
13:32to imbue those
13:33facts that don't drive or move people
13:36with
13:36emotions particularly the more emotions
13:40new easy safe and big i teach you how to
13:43do that in my book
13:44it's called take their money to kyle the
13:46writer.com
13:47forward slash book all right guys that's
13:50all i've got for today
13:51thanks so much for tuning in copy squad
13:54[Music]
14:00peace
14:05[Music]
14:09you