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“80k today, not bad guys”
That was a typical day for one of the offers I’m working on at Traffic & Funnels. Currently the offer is doing 300-500 front end’s per day, at a $97 price point, mainly Via youtube ads.
And it got there through rigorous testing, and some tweaks. One of the biggest ones being, altering the first line.
See, one of the big differences that separates the A list copywriters, from really good and average copywriters is starting out with a bang.
A-list copywriters know that if you don’t capture them in the first sentence, you’ll lose a lot of sales.
Take for example the following, which is the first part of a lead for one of my own offers.
Trevor was a good friend of mine. One day, when I saw him at LA Fitness, something was wrong. I noticed he was crying. No, not crying, gasping for air... like he was recounting a PTSD-worthy traumatic event in his life. For the better part of an hour, he did just that. Constant... Involuntary... Gasping They say guys are reluctant to show their feelings. Which makes my story all the more poignant. I first met Trevor in the locker room at LA Fitness. He had just lost his girl. Now this wasn’t just any girl. Or just any break up. Laurie worked at LA Fitness. In fact, she was one of their elite fitness models/coaches. Trevor and her had been going out together for almost a year. He really dug her. And he thought the feelings were mutual. Until about a week ago, when she lowered the boom. She had found someone else. Someone fitter, more attractive and better looking than Trevor. Ouch. That had to hurt. She done kicked him to the curb. But that wasn’t the worst of it...
He was near tears. They say grown men don’t cry. But: Have you ever heard the sudden gasps of air a guy takes recounting a PTSD-worthy traumatic event in his life? That was Trevor. For the better part of an hour, he did just that. Constant... Involuntary... Gasping They say guys are reluctant to show their feelings. Which makes my story all the more poignant. I first met Trevor in the locker room at LA Fitness. He had just lost his girl. Now this wasn’t just any girl. Or just any break up. Laurie worked at LA Fitness. In fact, she was one of their elite fitness models/coaches. Trevor and her had been going out together for almost a year. He really dug her. And he thought the feelings were mutual. Until about a week ago, when she lowered the boom. She had found someone else. Someone fitter, more attractive and better looking than Trevor. Ouch. That had to hurt. She done kicked him to the curb. But that wasn’t the worst of it...
This one thing separates average from elite copywriters
The 2 really aren’t that different, but did you see the difference and how much more effective starting with a bang was at drawing you in?
Wow, did you see the difference and how much more effective it was at drawing you in? Can you see how powerful starting with a bang is now?
Never ever ever bury the lead. Get right into the action and draw the customer in. Great novelists and films do this extremely well, starting in the middle of the action and working their way forwards and backwards to unveil the story.
Start with a bang and watch the conversions skyrocket.
Is your writing too smart for its own good?
This was a comment made to me by a copywriting mentor of mine. Because the fact of the matter is this: people are not as smart as you think; at least according to the Program for the International Assessment of Adult Competencies (PIAAC).
PIAAC is an enormous study of adult literacy that’s done every-10-years. It’s organized by the Organization for Economic Cooperation and Development in collaboration with the U.S. Department of Education. The PIAAC study basically answers the question, how well adults are prepared to function in today’s society.
According to the latest study:
4% of Americans are nonliterate, meaning that they can’t read well enough to perform activities of daily living in a modern society. And they definitely can’t take a literacy test.
14% have below-basic literacy levels. They can read and write at the first- to third-grade level. 34% have basic literacy levels. They can read and write at a fourth- to fifth-grade level.
36% have intermediate literacy levels and can read and write at a sixth- to eighth-grade level.
Let’s stop here for a second and point out the simple, undeniable, and scary fact that we have already reached more than 2/3 of your audience.
The rest of the people here, and most of the people reading this book, are part of the “cognitive elite.” 12% of American’s can read and write at a proficient, or ninth- to 10th-grade level. Yes, you read that right, most people can’t write or read at the average high school level.
And the biggest shocker: Across all countries, just 2% of adults performed beyond the high school average. Write for these folks, and you’ll miss 98% of your readers.
There are a lot of people to blame here: parents, children, the educational system, but it doesn’t really matter what the reason is. This is our reality and we need to deal with it.
At the end of the day, all this means one thing:
Simpler is better.
Our brains are hardwired to trust simple writing. Simple writing doesn’t work because it’s easier to read (although that helps). It works because it’s BELIEVABLE.
For whatever reason, the education system pushes us to believe that complexity shows intelligence. That by sounding smart, you are actually smart.
But our reptilian brain and human nature knows better. Someone who takes a long time to explain something usually indicates that the person either doesn’t understand the material well enough or they are lying to seem smarter than they are. Of course, there’s the option that they are actually telling the truth and are just poor communicators, but that’s rarely the case.
Some of the greatest sales pages and fiction books of all time had low reading grade levels. Of Mice And Men had an estimated reading level of just 3.4. To Kill A Mockingbird was 5.9. The road (which was the 2007 Pulitzer Prize winner) has an estimated FK score of 4.4
“This is too easy to read.” — Nobody, Ever.
Simplicity equals readability. Readability equals believability. Believability equals conversions.
Copywriting succeeds when it’s believable. And the point of believability gets drastically better at grade 7. Yes, even people who read at higher levels will respond better to copy written at a lower grade level. Anything higher and conversions will (probably) suffer.
The easiest way to tell what your reading level is by using the Flesch-Kincaid (FK) Readability Test. It’s a simple software where you can have your copy analyzed for reading ease and gives you a grade level or FK score.
An FK grade level of 6.0 or below is easy to read. A rating of 11.0 or above is very difficult to read. As a 7-figure copywriter, you should shoot for FK between 5 and 8. Thankfully, it’s pretty easy to get your reading level down a few points.
You shorter sentences. Don’t use 10 words when 3 will do. Short sentences, short paragraphs, bolding and underlining to highlight certain point will make anything you write easier to read.
Use simpler words. Don’t use uncomplicated when easy will do. Your goal isn’t too impress your readers with your majestic grasp of the english language. It’s to move them to take action. Save the fancy words for your books, speeches, and interviews.
Use action words. Action words make your copy clear and concise. This helps to lower its reading level. It also engages the reader and moves them to action – which is the goal of copywriting.
Passive phrasing requires more explanation, which can lead to long and awkward sentences. For example: “Monkeys adore bananas” v.s. “Bananas are adored by monkeys”.
FK is important, but it’s only a tool.
The phrase money back guarantee has an FK grade level of 12. But, it’s an instantly recognizable phrase that’s often used in copywriting. Copy with a FK score of 5.7 that doesn’t get the point across fails as quickly as one with an FK score of 14.1.
The most important part of “readability” is this: Does your writing hit core emotions and make your prospect want to act? And will the average 14 year old get it?
Remember, copy with FK 5.7 that doesn’t get the point across fails as quickly as one with an FK of 14.1.
My FK so far? 6.4
Today’s my 25th birthday and I thought it would be fun to reflect on a few pieces of wisdom I’ve learned and used.
But I don’t want to share a generic list of self-help diarrhea that most fake guru’s vomit from their mouth…
I want to give you the information that has moved the needle for me. The LAWS that have actually made a difference in my life…
But first, I want to apologize.
I want to apologize for not being around.
For being an absentee.
For failing you.
See, over the past year I’ve been hiding in my secret lab, working with my team… and refining our strategy for total world domination, in this infopolluted atmosphere.
Because I’ve noticed a horrible trend.
Everyone seems to be drowning in information, but starving for results…
And at the end of the day, results are what matter. So over the past 9 months, my team and I have been refining the strategy, focusing on one thing:
Giving you the information that actually works,even (and especially) if it’s difficult to swallow.
So you get results. Period. For now, though, let’s jump into 10 lessons from 25 years of living.
In no particular order…
1. Invest in yourself –
this is the only investment that has consistently returned 10x for my mentors and I, year after year after year. Do not underestimate its power.
2. Keep it simple
Counting calories + training = fat loss/muscle gain
Look good + talk to girls = get laid
Solve a problem = money
Stop with the tricks, hacks and tips.
Just follow a formula, and DO THE WORK.
3. There is no excuse for being fat
Spend 6-12 months counting your calories, get in shape and then cruise
Life will be better, I promise.
4. Have skin in the game
Most people will tell you to get a mentor for free. They’re wrong.
The greeks have a saying, there’s no such thing as a free lunch. People, especially successful people, don’t give something for nothing.
By paying mentors, you achieve too things:
1. You show them you are serious about learning, and they will teach you properly
2. You have skin in the game – which is often the missing ingredient to success
5. Money is not the only currency you need to build.
Influence, status, and your network are all extremely valuable currencies that can be traded
You need to build them all
Your network is your net worth, is a tried and true fact.
6. There’s no plan B, only Plan A
By far the #1 regret in life is NOT trying and being afraid to fail.
Follow your instincts. They are correct. Don’t settle for plan B, when you have a plan A. It’s just a distraction.
Be all in – even if you fail, you won’t regret it. I promise.
7. Have fun
If you are reading this, you are probably not normal. It’s a good thing, most of the time. The problem I see, and have myself, is not being able to let go and have fun.
This can take a significant toll on your mental health and ever performance. Not to mention, it’s good to have fun. We only get one life.
So here’s my prescription…
At least 2x a month, SCHEDULE SOME FUN.
This can be a new activity, experience, or just somethign you like to do. But you have to schedule it, stick to it and execute it. It doesn’t have to be crazy, but it should be memorable. Your goal(s) can wait until tomorrow.
As a good friend of mine once said:
Make sure you are alive and not just breathing.
8. Insecurity is your best friend
Let it motivate you, and help you burn the midnight oil. Because one day you won’t be insecure…
And while security is a nice feeling, it doesn’t get you going in the morning.
9. Every little bit counts
You will have days that you are just “on”. Everything is clicking, and you are CRUSHING your goals with 110% effort and enthusiasm.
Other days the magic will be gone. That’s okay. Not everyday is supposed to be perfect.
The trick is to make sure you just do something on those days. It’s better than doing nothing and then regretting it.
Because the fact is this, having a day where you give 25% effort is still better than nothing. In fact, it’s far more compounding than that.
If your #1 goal is to [BLANK] – doing [something] is better than doing nothing that day.
Don’t confuse laziness with needing a rest day.
Earn your rest days.
10. Take action
I hate vomiting cliché personal development advice, but taking action is the #1 secret to getting anything and everything you want in life.
Pick a goal or two, and put as much time, effort, energy, and thought into achieving it as you can. Obsesses over it. Trim the fat; the toxic relationships, the time wasting video games…
I’ll even go as far as to say STOP READING ABOUT IT
Reading about something isn’t taking action
It’s not even considered learning, because learning is part of experience
And experience is a by-product of ACTION
So stop reading my blog
AND GO BUILD AN EPIC LIFE!
This is one of my go to workouts whenever I’m travelling or can’t access the gym.
Or when the world shuts down because of a super bug…
The most INSANE bodyweight workout
- Push-Ups x 100
- Jump Squats x 100
- Knee Grab Sit-Ups x 100
- Pike Push-Ups x 100
- Lunges x 100 (50 per leg)
Start a timer. Complete 100 reps, then move on to the next exercise.
Your goal is to do it in the shortest amount of time possible.
Once you complete this once, recored your time.
And then beat it.
A general fitness test I have some of my clients do is how many push ups can they do in a row.
A good number is 50.
It demonstrates a mix of power, strength and endurance. If you can’t do 50 pushups in a row
Because it’s not where you start, but where you finish.
Here’s a foolproof action plan to get you there in 30 days flat.
The 30 day 50 pushup challenge…
(each number represents the number of push ups to do and each ” | ” represents a rest period. Rest as little as needed)
Is your writing too smart for its own good? This was a comment made to me by a copywriting mentor of mine. Because the fact of the matter is this: people are not as smart as you think;…
Today’s my 25th birthday and I thought it would be fun to reflect on a few pieces of wisdom I’ve learned and used. But I don’t want to share a generic list of self-help diarrhea that most fake guru’s…
This is one of my go to workouts whenever I’m travelling or can’t access the gym. Or when the world shuts down because of a super bug… The most INSANE bodyweight workout Push-Ups x 100 Jump Squats x 100…
A general fitness test I have some of my clients do is how many push ups can they do in a row. A good number is 50. It demonstrates a mix of power, strength and endurance. If you can’t do…
My grandmother, my dad’s mom, passed away in February of 2018. She had been declining for a long time; dementia, in a wheelchair, had to be put into assisted living. She was a shell of herself when she passed…