1 00:00:03,810 --> 00:00:05,410 [Applause] 2 00:00:05,410 --> 00:00:05,420 [Applause] 3 00:00:05,420 --> 00:00:07,430 [Applause] forget about what you've learned in 4 00:00:07,430 --> 00:00:07,440 forget about what you've learned in 5 00:00:07,440 --> 00:00:10,089 forget about what you've learned in college and university that's nine point 6 00:00:10,089 --> 00:00:10,099 college and university that's nine point 7 00:00:10,099 --> 00:00:14,320 college and university that's nine point bricks sentences up into smaller ones 8 00:00:14,320 --> 00:00:14,330 bricks sentences up into smaller ones 9 00:00:14,330 --> 00:00:17,480 bricks sentences up into smaller ones smaller ones now what I mean by smaller 10 00:00:17,480 --> 00:00:17,490 smaller ones now what I mean by smaller 11 00:00:17,490 --> 00:00:19,279 smaller ones now what I mean by smaller sentences what would you define is a 12 00:00:19,279 --> 00:00:19,289 sentences what would you define is a 13 00:00:19,289 --> 00:00:21,529 sentences what would you define is a smaller sentence under ten words could 14 00:00:21,529 --> 00:00:21,539 smaller sentence under ten words could 15 00:00:21,539 --> 00:00:23,330 smaller sentence under ten words could be so think of in terms of here's what 16 00:00:23,330 --> 00:00:23,340 be so think of in terms of here's what 17 00:00:23,340 --> 00:00:25,580 be so think of in terms of here's what like to do you think of the copy I 18 00:00:25,580 --> 00:00:25,590 like to do you think of the copy I 19 00:00:25,590 --> 00:00:29,240 like to do you think of the copy I wouldn't have more than four or maybe 20 00:00:29,240 --> 00:00:29,250 wouldn't have more than four or maybe 21 00:00:29,250 --> 00:00:32,110 wouldn't have more than four or maybe maximum five lines per paragraph 22 00:00:32,110 --> 00:00:32,120 maximum five lines per paragraph 23 00:00:32,120 --> 00:00:34,069 maximum five lines per paragraph sometimes I'll have two lines per 24 00:00:34,069 --> 00:00:34,079 sometimes I'll have two lines per 25 00:00:34,079 --> 00:00:36,410 sometimes I'll have two lines per paragraph sometimes I even have one line 26 00:00:36,410 --> 00:00:36,420 paragraph sometimes I even have one line 27 00:00:36,420 --> 00:00:39,500 paragraph sometimes I even have one line or one word per paragraph it's okay 28 00:00:39,500 --> 00:00:39,510 or one word per paragraph it's okay 29 00:00:39,510 --> 00:00:42,290 or one word per paragraph it's okay imagine if all this he didn't break it 30 00:00:42,290 --> 00:00:42,300 imagine if all this he didn't break it 31 00:00:42,300 --> 00:00:44,860 imagine if all this he didn't break it up break it up and have a one big chunk 32 00:00:44,860 --> 00:00:44,870 up break it up and have a one big chunk 33 00:00:44,870 --> 00:00:48,380 up break it up and have a one big chunk can you imagine that leadership very 34 00:00:48,380 --> 00:00:48,390 can you imagine that leadership very 35 00:00:48,390 --> 00:00:50,690 can you imagine that leadership very very difficult to read so a lot of these 36 00:00:50,690 --> 00:00:50,700 very difficult to read so a lot of these 37 00:00:50,700 --> 00:00:52,189 very difficult to read so a lot of these what you're hearing are these are very 38 00:00:52,189 --> 00:00:52,199 what you're hearing are these are very 39 00:00:52,199 --> 00:00:54,920 what you're hearing are these are very common cooperating mistakes I would say 40 00:00:54,920 --> 00:00:54,930 common cooperating mistakes I would say 41 00:00:54,930 --> 00:00:58,520 common cooperating mistakes I would say the biggest one is most people that talk 42 00:00:58,520 --> 00:00:58,530 the biggest one is most people that talk 43 00:00:58,530 --> 00:01:01,479 the biggest one is most people that talk about too much mimimi mimimi mimimi 44 00:01:01,479 --> 00:01:01,489 about too much mimimi mimimi mimimi 45 00:01:01,489 --> 00:01:04,729 about too much mimimi mimimi mimimi I've been in business for 15 years I've 46 00:01:04,729 --> 00:01:04,739 I've been in business for 15 years I've 47 00:01:04,739 --> 00:01:07,730 I've been in business for 15 years I've done all these things is why we are so 48 00:01:07,730 --> 00:01:07,740 done all these things is why we are so 49 00:01:07,740 --> 00:01:09,800 done all these things is why we are so good here's what what we do who gives a 50 00:01:09,800 --> 00:01:09,810 good here's what what we do who gives a 51 00:01:09,810 --> 00:01:12,289 good here's what what we do who gives a write this down your customers 52 00:01:12,289 --> 00:01:12,299 write this down your customers 53 00:01:12,299 --> 00:01:15,469 write this down your customers don't care most entrepreneurs they write 54 00:01:15,469 --> 00:01:15,479 don't care most entrepreneurs they write 55 00:01:15,479 --> 00:01:19,310 don't care most entrepreneurs they write in a way that it's about the ego versus 56 00:01:19,310 --> 00:01:19,320 in a way that it's about the ego versus 57 00:01:19,320 --> 00:01:23,120 in a way that it's about the ego versus getting into their clients even focusing 58 00:01:23,120 --> 00:01:23,130 getting into their clients even focusing 59 00:01:23,130 --> 00:01:25,190 getting into their clients even focusing on their needs focusing on their 60 00:01:25,190 --> 00:01:25,200 on their needs focusing on their 61 00:01:25,200 --> 00:01:29,510 on their needs focusing on their problems what are they looking for now I 62 00:01:29,510 --> 00:01:29,520 problems what are they looking for now I 63 00:01:29,520 --> 00:01:31,969 problems what are they looking for now I want to talk about half my mentee Steven 64 00:01:31,969 --> 00:01:31,979 want to talk about half my mentee Steven 65 00:01:31,979 --> 00:01:33,590 want to talk about half my mentee Steven come up here he's gonna share with you 66 00:01:33,590 --> 00:01:33,600 come up here he's gonna share with you 67 00:01:33,600 --> 00:01:36,920 come up here he's gonna share with you what I believe the the most important 68 00:01:36,920 --> 00:01:36,930 what I believe the the most important 69 00:01:36,930 --> 00:01:39,679 what I believe the the most important part of copywriting the most so I've 70 00:01:39,679 --> 00:01:39,689 part of copywriting the most so I've 71 00:01:39,689 --> 00:01:41,870 part of copywriting the most so I've been training Steven for now a number of 72 00:01:41,870 --> 00:01:41,880 been training Steven for now a number of 73 00:01:41,880 --> 00:01:44,120 been training Steven for now a number of months now on how to write coffee third 74 00:01:44,120 --> 00:01:44,130 months now on how to write coffee third 75 00:01:44,130 --> 00:01:45,469 months now on how to write coffee third thing that I do for research is like 76 00:01:45,469 --> 00:01:45,479 thing that I do for research is like 77 00:01:45,479 --> 00:01:47,630 thing that I do for research is like take a look at the customer reviews this 78 00:01:47,630 --> 00:01:47,640 take a look at the customer reviews this 79 00:01:47,640 --> 00:01:49,010 take a look at the customer reviews this is very very important because within 80 00:01:49,010 --> 00:01:49,020 is very very important because within 81 00:01:49,020 --> 00:01:50,179 is very very important because within the customer means what are you gonna 82 00:01:50,179 --> 00:01:50,189 the customer means what are you gonna 83 00:01:50,189 --> 00:01:52,520 the customer means what are you gonna find you're going to find the deepest 84 00:01:52,520 --> 00:01:52,530 find you're going to find the deepest 85 00:01:52,530 --> 00:01:54,830 find you're going to find the deepest pain points right you're gonna find the 86 00:01:54,830 --> 00:01:54,840 pain points right you're gonna find the 87 00:01:54,840 --> 00:01:57,530 pain points right you're gonna find the deepest desires you're gonna find all 88 00:01:57,530 --> 00:01:57,540 deepest desires you're gonna find all 89 00:01:57,540 --> 00:02:00,200 deepest desires you're gonna find all their objections and you're gonna figure 90 00:02:00,200 --> 00:02:00,210 their objections and you're gonna figure 91 00:02:00,210 --> 00:02:01,639 their objections and you're gonna figure out what kind of language that you 92 00:02:01,639 --> 00:02:01,649 out what kind of language that you 93 00:02:01,649 --> 00:02:04,310 out what kind of language that you customer your target market talks in you 94 00:02:04,310 --> 00:02:04,320 customer your target market talks in you 95 00:02:04,320 --> 00:02:05,719 customer your target market talks in you figure out the kind of conversations 96 00:02:05,719 --> 00:02:05,729 figure out the kind of conversations 97 00:02:05,729 --> 00:02:06,640 figure out the kind of conversations that they have in there 98 00:02:06,640 --> 00:02:06,650 that they have in there 99 00:02:06,650 --> 00:02:08,590 that they have in there so that is very very point you want to 100 00:02:08,590 --> 00:02:08,600 so that is very very point you want to 101 00:02:08,600 --> 00:02:11,140 so that is very very point you want to be able to engage with the reader in the 102 00:02:11,140 --> 00:02:11,150 be able to engage with the reader in the 103 00:02:11,150 --> 00:02:13,030 be able to engage with the reader in the target audience in a way that they want 104 00:02:13,030 --> 00:02:13,040 target audience in a way that they want 105 00:02:13,040 --> 00:02:15,040 target audience in a way that they want to be spoken with to because at the end 106 00:02:15,040 --> 00:02:15,050 to be spoken with to because at the end 107 00:02:15,050 --> 00:02:16,330 to be spoken with to because at the end of the day everybody wants to buy it 108 00:02:16,330 --> 00:02:16,340 of the day everybody wants to buy it 109 00:02:16,340 --> 00:02:18,010 of the day everybody wants to buy it they just won't want to be sold so you 110 00:02:18,010 --> 00:02:18,020 they just won't want to be sold so you 111 00:02:18,020 --> 00:02:19,300 they just won't want to be sold so you have to be able to connect with the 112 00:02:19,300 --> 00:02:19,310 have to be able to connect with the 113 00:02:19,310 --> 00:02:21,190 have to be able to connect with the audience so let me give you just a two 114 00:02:21,190 --> 00:02:21,200 audience so let me give you just a two 115 00:02:21,200 --> 00:02:23,140 audience so let me give you just a two quick headline effective writing 116 00:02:23,140 --> 00:02:23,150 quick headline effective writing 117 00:02:23,150 --> 00:02:25,030 quick headline effective writing strategies they are probably 20 30 118 00:02:25,030 --> 00:02:25,040 strategies they are probably 20 30 119 00:02:25,040 --> 00:02:27,040 strategies they are probably 20 30 different headline templates before now 120 00:02:27,040 --> 00:02:27,050 different headline templates before now 121 00:02:27,050 --> 00:02:28,780 different headline templates before now I just want to give you to two of my 122 00:02:28,780 --> 00:02:28,790 I just want to give you to two of my 123 00:02:28,790 --> 00:02:33,130 I just want to give you to two of my favorite the common ones that use the 124 00:02:33,130 --> 00:02:33,140 favorite the common ones that use the 125 00:02:33,140 --> 00:02:35,290 favorite the common ones that use the first one it's called state to claim as 126 00:02:35,290 --> 00:02:35,300 first one it's called state to claim as 127 00:02:35,300 --> 00:02:38,560 first one it's called state to claim as a question state the claim is what yeah 128 00:02:38,560 --> 00:02:38,570 a question state the claim is what yeah 129 00:02:38,570 --> 00:02:42,160 a question state the claim is what yeah so it would be who else wants to blank 130 00:02:42,160 --> 00:02:42,170 so it would be who else wants to blank 131 00:02:42,170 --> 00:02:45,280 so it would be who else wants to blank who else wants to a proven headline or 132 00:02:45,280 --> 00:02:45,290 who else wants to a proven headline or 133 00:02:45,290 --> 00:02:49,930 who else wants to a proven headline or would you and like - who else wants to 134 00:02:49,930 --> 00:02:49,940 would you and like - who else wants to 135 00:02:49,940 --> 00:02:51,910 would you and like - who else wants to or would you like to so you stay to 136 00:02:51,910 --> 00:02:51,920 or would you like to so you stay to 137 00:02:51,920 --> 00:02:54,790 or would you like to so you stay to claim as a question 138 00:02:54,790 --> 00:02:54,800 claim as a question 139 00:02:54,800 --> 00:02:57,670 claim as a question I say question okay so to claim it's a 140 00:02:57,670 --> 00:02:57,680 I say question okay so to claim it's a 141 00:02:57,680 --> 00:03:02,770 I say question okay so to claim it's a question so here's our new page which is 142 00:03:02,770 --> 00:03:02,780 question so here's our new page which is 143 00:03:02,780 --> 00:03:04,990 question so here's our new page which is a squeeze page a name squeeze page all 144 00:03:04,990 --> 00:03:05,000 a squeeze page a name squeeze page all 145 00:03:05,000 --> 00:03:06,940 a squeeze page a name squeeze page all we're asking is no from that corporate 146 00:03:06,940 --> 00:03:06,950 we're asking is no from that corporate 147 00:03:06,950 --> 00:03:09,340 we're asking is no from that corporate look to this let me read the question 148 00:03:09,340 --> 00:03:09,350 look to this let me read the question 149 00:03:09,350 --> 00:03:11,530 look to this let me read the question for you would you like to make fifty 150 00:03:11,530 --> 00:03:11,540 for you would you like to make fifty 151 00:03:11,540 --> 00:03:13,600 for you would you like to make fifty thousand a hundred thousand or even half 152 00:03:13,600 --> 00:03:13,610 thousand a hundred thousand or even half 153 00:03:13,610 --> 00:03:15,250 thousand a hundred thousand or even half a million in the highly lucrative 154 00:03:15,250 --> 00:03:15,260 a million in the highly lucrative 155 00:03:15,260 --> 00:03:18,040 a million in the highly lucrative real-estate market in British Columbia 156 00:03:18,040 --> 00:03:18,050 real-estate market in British Columbia 157 00:03:18,050 --> 00:03:20,590 real-estate market in British Columbia and here's the e-book where would you 158 00:03:20,590 --> 00:03:20,600 and here's the e-book where would you 159 00:03:20,600 --> 00:03:21,820 and here's the e-book where would you send your friends are the secrets to 160 00:03:21,820 --> 00:03:21,830 send your friends are the secrets to 161 00:03:21,830 --> 00:03:24,130 send your friends are the secrets to getting your inside real estate license 162 00:03:24,130 --> 00:03:24,140 getting your inside real estate license 163 00:03:24,140 --> 00:03:26,259 getting your inside real estate license name an email that's all we ask you okay 164 00:03:26,259 --> 00:03:26,269 name an email that's all we ask you okay 165 00:03:26,269 --> 00:03:29,170 name an email that's all we ask you okay and then here again it's a benefit 166 00:03:29,170 --> 00:03:29,180 and then here again it's a benefit 167 00:03:29,180 --> 00:03:30,759 and then here again it's a benefit insider secrets I'm giving them 168 00:03:30,759 --> 00:03:30,769 insider secrets I'm giving them 169 00:03:30,769 --> 00:03:33,729 insider secrets I'm giving them something for awhile for free inside a 170 00:03:33,729 --> 00:03:33,739 something for awhile for free inside a 171 00:03:33,739 --> 00:03:34,270 something for awhile for free inside a secret 172 00:03:34,270 --> 00:03:34,280 secret 173 00:03:34,280 --> 00:03:36,490 secret also another proven headline insider 174 00:03:36,490 --> 00:03:36,500 also another proven headline insider 175 00:03:36,500 --> 00:03:38,800 also another proven headline insider secrets - da da da da - getting your 176 00:03:38,800 --> 00:03:38,810 secrets - da da da da - getting your 177 00:03:38,810 --> 00:03:40,570 secrets - da da da da - getting your real estate license in the fastest time 178 00:03:40,570 --> 00:03:40,580 real estate license in the fastest time 179 00:03:40,580 --> 00:03:45,040 real estate license in the fastest time possible is there a benefit yes or no so 180 00:03:45,040 --> 00:03:45,050 possible is there a benefit yes or no so 181 00:03:45,050 --> 00:03:50,680 possible is there a benefit yes or no so you can see question headline there next 182 00:03:50,680 --> 00:03:50,690 you can see question headline there next 183 00:03:50,690 --> 00:03:53,470 you can see question headline there next one it's make the subject news meaning 184 00:03:53,470 --> 00:03:53,480 one it's make the subject news meaning 185 00:03:53,480 --> 00:03:55,810 one it's make the subject news meaning that people read news because they want 186 00:03:55,810 --> 00:03:55,820 that people read news because they want 187 00:03:55,820 --> 00:03:58,780 that people read news because they want to know what is new so when you enter 188 00:03:58,780 --> 00:03:58,790 to know what is new so when you enter 189 00:03:58,790 --> 00:04:00,699 to know what is new so when you enter conversations in their mind and you 190 00:04:00,699 --> 00:04:00,709 conversations in their mind and you 191 00:04:00,709 --> 00:04:02,229 conversations in their mind and you answer the question what's new it 192 00:04:02,229 --> 00:04:02,239 answer the question what's new it 193 00:04:02,239 --> 00:04:04,330 answer the question what's new it captures the attention so people love to 194 00:04:04,330 --> 00:04:04,340 captures the attention so people love to 195 00:04:04,340 --> 00:04:05,920 captures the attention so people love to discover new things that are new and 196 00:04:05,920 --> 00:04:05,930 discover new things that are new and 197 00:04:05,930 --> 00:04:08,110 discover new things that are new and interesting and want to keep you know so 198 00:04:08,110 --> 00:04:08,120 interesting and want to keep you know so 199 00:04:08,120 --> 00:04:09,460 interesting and want to keep you know so what's what's going on the world so you 200 00:04:09,460 --> 00:04:09,470 what's what's going on the world so you 201 00:04:09,470 --> 00:04:10,900 what's what's going on the world so you think about it how many seen some of 202 00:04:10,900 --> 00:04:10,910 think about it how many seen some of 203 00:04:10,910 --> 00:04:13,030 think about it how many seen some of these at in when you log into your 204 00:04:13,030 --> 00:04:13,040 these at in when you log into your 205 00:04:13,040 --> 00:04:15,490 these at in when you log into your facebook new discovery I missing that 206 00:04:15,490 --> 00:04:15,500 facebook new discovery I missing that 207 00:04:15,500 --> 00:04:17,640 facebook new discovery I missing that before let me click on some of those ads 208 00:04:17,640 --> 00:04:17,650 before let me click on some of those ads 209 00:04:17,650 --> 00:04:21,180 before let me click on some of those ads yes no see punch right but that's what I 210 00:04:21,180 --> 00:04:21,190 yes no see punch right but that's what I 211 00:04:21,190 --> 00:04:21,539 yes no see punch right but that's what I mean 212 00:04:21,539 --> 00:04:21,549 mean 213 00:04:21,549 --> 00:04:24,620 mean new making news worthy so you could use 214 00:04:24,620 --> 00:04:24,630 new making news worthy so you could use 215 00:04:24,630 --> 00:04:34,280 new making news worthy so you could use introducing announcing discover blank 216 00:04:34,280 --> 00:04:34,290 introducing announcing discover blank 217 00:04:34,290 --> 00:04:36,260 introducing announcing discover blank discovered very very powerful work 218 00:04:36,260 --> 00:04:36,270 discovered very very powerful work 219 00:04:36,270 --> 00:04:40,469 discovered very very powerful work discover that so here's what we did 220 00:04:40,469 --> 00:04:40,479 discover that so here's what we did 221 00:04:40,479 --> 00:04:42,450 discover that so here's what we did so you saw the name squeeze page after 222 00:04:42,450 --> 00:04:42,460 so you saw the name squeeze page after 223 00:04:42,460 --> 00:04:45,060 so you saw the name squeeze page after they opt-in this is the page that we 224 00:04:45,060 --> 00:04:45,070 they opt-in this is the page that we 225 00:04:45,070 --> 00:04:46,379 they opt-in this is the page that we take them to now you don't see this is a 226 00:04:46,379 --> 00:04:46,389 take them to now you don't see this is a 227 00:04:46,389 --> 00:04:48,360 take them to now you don't see this is a chunk of their the sales page but the 228 00:04:48,360 --> 00:04:48,370 chunk of their the sales page but the 229 00:04:48,370 --> 00:04:50,760 chunk of their the sales page but the sales page is long I'm gonna break it 230 00:04:50,760 --> 00:04:50,770 sales page is long I'm gonna break it 231 00:04:50,770 --> 00:04:55,340 sales page is long I'm gonna break it down chunk by chunk so why real-estate 232 00:04:55,340 --> 00:04:55,350 down chunk by chunk so why real-estate 233 00:04:55,350 --> 00:04:59,010 down chunk by chunk so why real-estate discover what's the word discover the 234 00:04:59,010 --> 00:04:59,020 discover what's the word discover the 235 00:04:59,020 --> 00:05:00,420 discover what's the word discover the life changing career where you control 236 00:05:00,420 --> 00:05:00,430 life changing career where you control 237 00:05:00,430 --> 00:05:02,219 life changing career where you control your schedule and you determine the 238 00:05:02,219 --> 00:05:02,229 your schedule and you determine the 239 00:05:02,229 --> 00:05:04,500 your schedule and you determine the lifestyle for you and your family let me 240 00:05:04,500 --> 00:05:04,510 lifestyle for you and your family let me 241 00:05:04,510 --> 00:05:06,750 lifestyle for you and your family let me ask you a question what we sell it's 242 00:05:06,750 --> 00:05:06,760 ask you a question what we sell it's 243 00:05:06,760 --> 00:05:09,240 ask you a question what we sell it's basically real estate classes helping 244 00:05:09,240 --> 00:05:09,250 basically real estate classes helping 245 00:05:09,250 --> 00:05:11,370 basically real estate classes helping people to get their real estate license 246 00:05:11,370 --> 00:05:11,380 people to get their real estate license 247 00:05:11,380 --> 00:05:13,980 people to get their real estate license you get that right do you see any of 248 00:05:13,980 --> 00:05:13,990 you get that right do you see any of 249 00:05:13,990 --> 00:05:17,400 you get that right do you see any of that in the headline no why not because 250 00:05:17,400 --> 00:05:17,410 that in the headline no why not because 251 00:05:17,410 --> 00:05:19,350 that in the headline no why not because why do people want to get into real 252 00:05:19,350 --> 00:05:19,360 why do people want to get into real 253 00:05:19,360 --> 00:05:24,000 why do people want to get into real estate make money and also freedom so 254 00:05:24,000 --> 00:05:24,010 estate make money and also freedom so 255 00:05:24,010 --> 00:05:25,620 estate make money and also freedom so elite with that might be the headline 256 00:05:25,620 --> 00:05:25,630 elite with that might be the headline 257 00:05:25,630 --> 00:05:27,810 elite with that might be the headline now copy is not the kind of writing that 258 00:05:27,810 --> 00:05:27,820 now copy is not the kind of writing that 259 00:05:27,820 --> 00:05:30,690 now copy is not the kind of writing that you learn in school copies not the kind 260 00:05:30,690 --> 00:05:30,700 you learn in school copies not the kind 261 00:05:30,700 --> 00:05:32,969 you learn in school copies not the kind of writing you learning what forget what 262 00:05:32,969 --> 00:05:32,979 of writing you learning what forget what 263 00:05:32,979 --> 00:05:34,670 of writing you learning what forget what you learned in school forget being 264 00:05:34,670 --> 00:05:34,680 you learned in school forget being 265 00:05:34,680 --> 00:05:36,900 you learned in school forget being academically correct forget about any of 266 00:05:36,900 --> 00:05:36,910 academically correct forget about any of 267 00:05:36,910 --> 00:05:38,279 academically correct forget about any of that stuff forget what you learn in 268 00:05:38,279 --> 00:05:38,289 that stuff forget what you learn in 269 00:05:38,289 --> 00:05:40,500 that stuff forget what you learn in school not talking about that copy is - 270 00:05:40,500 --> 00:05:40,510 school not talking about that copy is - 271 00:05:40,510 --> 00:05:41,700 school not talking about that copy is - spoken language 272 00:05:41,700 --> 00:05:41,710 spoken language 273 00:05:41,710 --> 00:05:44,879 spoken language - what yeah in written form it means 274 00:05:44,879 --> 00:05:44,889 - what yeah in written form it means 275 00:05:44,889 --> 00:05:47,430 - what yeah in written form it means that you should write the way you yeah 276 00:05:47,430 --> 00:05:47,440 that you should write the way you yeah 277 00:05:47,440 --> 00:05:49,800 that you should write the way you yeah write the way you speak you write the 278 00:05:49,800 --> 00:05:49,810 write the way you speak you write the 279 00:05:49,810 --> 00:05:52,380 write the way you speak you write the way you speak