OK so in under 45 seconds, I can basically take you through my entire copy writing framework.
I use this for emails, webinars, promotions, sales pages, video scripts, VSLs – everything.
And I’ve taught it to hundreds of marketers.
It works every time – even if you suck at copy.
So let’s talk about how to 10x your copy skills in under 45 seconds, the secret copy skill that the gurus don’t want you to know and the exact framework I use over and over.
The core underlying principle you HAVE to understand is this:
Keep things so simple that a child could understand them.
As long as you remember that, this framework will CRUSH your sales and copy goals.
- Hook
- Proof
- Headache
- Open loop
Hook, proof, headache, open loop.
Forget the expertise and ways to convince people – all that.
This framework will do everything you need.
1. Start with a hook
Did you know that the second global pandemic for bubonic plague (the black death) was in the 1500’s?
The third global pandemic for bubonic plague is happening now – in modern times.
Isn’t that insane?
And that’s a hook.
It’s a shocking statement, fact, question, statistic or story/anecdote.
It’s one sentence long.
For example: I can show you exactly where to find a house to live in RENT FREE in under 24 hours.
60% of people don’t have a spare $1000 in case of emergencies. Isn’t that awful?
Hooks are used at the start of ALL sections.
Yes, they’re essentially headlines.
Learn to craft hooks and 90% of your copy job is done.
You can craft an entire paragraph from hooks.
For example:
I can show you how to land a $10,000 marketing client in under 7 days.
Even marketers with no experience are making $25,000 a month using this amazing tool that I’ve shown them.
My friend only the other day sent me a screenshot of a $10,000 deposit for a brand new client she’d closed.
Wouldn’t you love to see how to land $10,000, $20,000 and $50,000 clients faster and easier than ever before?
Hooks – use them. One sentence.
2. Proof. You need to immediately back up your claim.
It’s one thing to tell people that you’ve met Elvis and flown his UFO.
It’s another to provide evidence.
If my hook is “There’s an underground method that the dumbest people on the planet are using to make $10,000 a week and I want to show you how to copy them” what’s your immediate reaction?
Probably “prove it”.
So I would write: I’ve helped dozens of small businesses use this exact method to make $10,000+ a week, for months and I want to share it with you.”
I’d then include a screenshot of some testimonials, maybe quotes or whatsapp messages or my bank balance or something.
I’ll let you in on a little secret. People who want to believe you will look for proof to believe. People who don’t believe you, never will, and no matter what you show them – they’ll always say it’s not enough proof.
I regularly get people comment “another scammer trying to take your money. Doesn’t show any evidence or prove how he did it”. Despite having documented the last 10 years of my business journey, having 4 best selling books, pages of screenshots on my sales pages, emails, in my videos and all available to see, plus interviews, testimonials and live shares of my income and accomplishments, some people will always choose to not believe me because they don’t believe they can do it themselves.
Don’t waste your time on these people.
Another term for “proof” is “objections” or “bias”.
Yes but…
Ok then show me…
How do you know this…?
“I’ve helped hundreds of people get their first marathon race done.”
“I’ve created 15 unique fidget toys that I can share with you on your 3D printer”
“I’ve bought 5 houses in the last 5 years so I know how it works”
Turn the initial objection, reframe their bias and show proof.
Simple.
P.S. You can back up proof with other people’s accomplishments.
For example:
Hook: “Did you know there’s a way to make $10,000 a month working just 5 hours a week?
Proof: “These 5 marketers have uncovered the key to working 1 hour a day and pull in a six figure income”
— Show a screenshot of 5 marketers who have done just this —
Research can and should be used as proof.
3. Headache
This tiny simple sentence will make you seem psychic and like a superhero to your clients.
“Yeah but don’t I have to…”
Or
“But what if I…”
Or
“Yeah but I’ve tried this before…”
Past proof and the hook, people will assume your method won’t quite suit them because they’re different and special.
Spoiler alert – no they’re not.
Everyone thinks their situation, status, method, business, history, context, past or experience is different.
Let them believe that.
But show them it doesn’t matter.
What do they think they’ll have to do in order to get this kind of result.
If the hook is “What if you could lose 10 kgs in 3 months and look better than ever, ready for summer?”
The proof is “I’ve helped hundreds of parents get back their single days body (show screenshots or images) and now I want to share this same method with you”
The headache is:
- Yes but I’ve tried dieting before.
- I don’t want to restrict my diet or eat weird food
- I bet I’ll have to starve myself
- I bet I’ll have to go to the gym
- But I already go to the gym every day
Just reassure that the this works “even if” and “without X”.
Even if you’ve tried every diet on the planet.
Even if you already work out 5 times a week.
Even if you have never ever lost weight before.
Without going to the gym 2 hours a day.
Without changing your diet.
Without starving yourself and only eating vegetable skins.
Remove the roadblock – overcome their biases and objections again.
Notice as well (for the psychology nerds among you). That our first point counteracts EXTERNAL beliefs (I don’t think THEY are telling the truth) and then INTERNAL beliefs (but I’VE done this before, or, I bet I’LL have to do this).
4. Open loops.
“Ok smartass, so you can show me how to make $10,000 a month. You’ve done it before and even if I have no experience…”
This is where we write out the framework.
Think of 3 questions that your read has.
- How can this work so fast?
- What’s different about your method?
- What if it doesn’t work?
- How quickly can I see results?
- What’s the first simple step I need to take?
- How does it work?”
Take just three of those questions, write them down and — answer them.
The rest of the copy just answers those questions.
And how do you write out those answers…?
Hook, proof, headache, loop.
Re-read this email – notice I’ve just used the same basic framework over and over.
