what I'm going to do is I'll go through
some of the concepts then maybe in the
second half I'll actually critique some
of these materials I'm good in fact
after today you will be able to critique
these materials yourself because the
most of them suck they don't work but
you will know by the end of the workshop
why they don't work and what you do
instead you'll be you be you have you
would know way more about the power of
the written words than 99% of business
owners out there sound good
cool so here's how it's gonna work so
how to turn words into cash now what am
I talking about I'm talking about the
skill of copywriting so let me ask you a
question first of all when I say this
most entrepreneurs don't even have to
have I have no clue what exactly is
copywriting they're thinking or are you
thinking like trademark like copyright
righ T No so tell me what from your
point of view what exactly is
copywriting just yell the answer hmm
clickbait what do you mean marketing
okay
yeah writing in a way that convinced
will do something not bad yes act yes
persuasive copy yes okay model something
already worked in my place with known
content yes okay motivate them getting
excited to buy yes written communication
to express the valley now notice how
many can hear a lot of different
definitions yes that's the first issue
because people get confused is it
marketing is it advertising is it the
written words is it to get them excited
exactly what do I do with this thing so
is it beneficial to just let's define
them as a first step yes so there's no
confusion so what exactly is copyrighted
the old definition of cooperating by
many many good copywriters from the past
we're talking about 20 30 50 years ago
is
writing is salesmanship in print ladies
it could also be saleswoman ship in
print just for now the old definition is
cooperating itself spin ship in print
now the keyword being there is sells
what's the keyword now sells it means
we're here it's writing that has only
one purpose and is to what sell it's a
sell and it's a sell so sales mention in
print and I think that's a pretty good
definition but I think it's a little bit
out of date compared to now we also have
social media Facebook a lot of different
things when copywriters marketers came
up with that definition many years ago
we we were we mean we're talking about
printed advertising we are talking about
like direct mail sales letters but now
there's so many other forms of media yes
so he's my new definition write this
down cooperating is using the written
word using the word written word to
start and hence or extend a relationship
with a customer that includes
salesmanship or saleswoman ship in a
print I'll say it again copywriting is
using the written word to start and
hands or extend a relationship with the
customer that includes salesmanship in
print okay that's the new definition new
definition how many of you like this
definition better okay it covers a
broader spectrum start and hands or
extend a relationship
you got it okay so with cooperating so
why why is that important who could tell
me why is that important okay and you
know the objective okay but why is
cooperating and point it gets your
message out there okay building
relationship okay it's like dating how
no but why is that important there why
is cooperating important getting close
getting close
yes credibility part of it okay let me
rephrase the question how does that
Woodlake to making money why is it
important when it comes to influencing
yes yes but why not yourselves why not
why cooperating
it's what good answer here's the thing
how many of you were here last month
when I did the experiment remember what
I said
communication equals what wealth right
it's down communication equals wealth so
communication equal if communication
equals wealth it means the more people
you communicate to you deliver your
value to the more money going to make
yes so if you're selling one-on-one
what's your ratio is what one to one if
you're selling to one to fifty a hundred
your ratio is one to one 100 now but
with cooperating what is your ratio you
guys hear that cheating
somebody just bought something from my
website and I'm not there selling
without my physical presence another to
change somebody just bought something
for my website I'm not there it's simply
the power of my written words you think
of all the formants communication skill
sales
how many Imported is saying you know
sales is the number one ability that
entrepreneur needs to have yes
and I agree to start with you can't even
sell on one on one
forget about being entrepreneur forget
about being a successful entrepreneur
and then once you develop that if you're
good and you might one-to-many now I'm
talking one to many many many more
without you being there and that's the
power of the written word because of the
word leverage what's the word leverage
and it's 24/7 and it's 24/7 and what's
fascinating is this as important as this
skill I believe of all the skills of
business copywriting is one of the most
valuable and it's the one that it made
me the most amount of money and one of
the least understood and least
appreciated one of the least understood
and least
because whenever I talk about
copywriting first of all people are not
interested in it they just not interest
in it you talk to entrepreneurs yes I
want to learn how to sell great
cooperating what the hell is that I'm
not a writer yeah
but they would spend hundreds thousand
tens of thousands of dollars on driving
traffic on running their ads on media
but they never look at that's the copy
actually work and convert they would
spend ten thousand for marketing budget
they will not spend one thousand on the
copy part of the mean least understood
and least appreciated
and with entrepreneurs they don't
understand the power of the written
words but with you after the day I think
you see this is an area in you pay
attention to you regardless of what
marketing you do regardless makes sense
so least understood least appreciate it
and that's the good news that's actually
the good news why and I'm not asking you
to be how many of you believe you're not
a good writer just be honest you're like
in writing is not my thing okay I'm like
a more like a verbal communicator yes
yes I'm not asking to be a writer my
goal for this workshop is for you to
just know enough that you would be able
to tell the difference between back copy
and good copy that's that's my goal for
you so then when you hire professional
you work with somebody or you're doing
your own copy you would know okay yeah
that's that no no that doesn't work
so that other writers or things like
they cannot [ __ ] you does that make
sense so just know enough that you know
the difference may be you cannot write
good copy but you can see for sure
that's not good copy that's I gotta fix
that I will follow I'm saying yes so
that's my goal 10 times your finances 10
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