UPWORD Consulting - Week 2



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Jon: Welcome to module for a week 2 of the upword course and I'm really excited about this module because I have a true copywriting expert teaching this module has generated hundreds of thousands of dollars for his client is going to be showing you guys exactly how he does it all before we get into it though if you haven't done the customer Avatar action items from the previous module pause this video and go back to that module critical that you feel confident with that before you move on to any other modules

Luke is my copywriter for when I need high-impact direct-response copywriting but he's also a great guy to work with you're going to get a lot of value out of this training and I'm so thankful that he's giving us time to share his expertise with you you're going to get a lot out of this training and I'm so grateful that he has given his time to share his expertise with you guys these skills will allow you to create even more value for yourself and for your client and it breaks down exactly how to do just that but before we get into it I just want to but before we get into it I just want to give you some highlights about Luke since he's too humble to brag about himself so I'm going to do it for him but trust me you are in good hands here so Luke is a direct response copywriter marketer and entrepreneur he owns an advertising and Publishing business and is the co-founder of a software technology startup one of his clients his sales pages every just one of his clients his sales Pages put in $147,000 in Revenue in just the first quarter when working with him he's worked with tedx speakers and coaches will 1 million + reviews online he's optimize Andro copy for design and marketing agencies with seven figure annual revenues irregularly regular irregular he regularly Jesus Christ collaborates with large American Financial Publishers and has written all of my sales of material for Upward enough about Luke I want to quickly run you through what he's going to be training you enough about Luke I want to quickly run you through what he's going to be training you on today I want a cookie run you through what he's going to be training you on in this module the theme of this module is how to write web copy and he's going to cover the tips for running clear effective marketing content to the purpose of direct-response copy what it is why you should use it and how it can drive revenue for you and your client do them become a web page structure and covering headlines body copy called actions everything you need to be thinking about when you're designing Pages for your clients new WordPress sites he's also going to be he's also going to be teaching you how to learn from others on how you coffee that already exist and how to make it your own with this training he'll also be including books he recommends and downloads for framers that you should be using whenever you are getting into copywriting for your car before we getting the training I also want to mention that is copywriting is something that you need a bit more help with or want to Outsource copywriting to Luke he's been gracious enough to include with this training a free 30-minute consultation where you can speak with him directly about your knees all you have to do is click the link below and you can schedule a call with him online also included also included in this module is a link to sign up for his newsletter he sends out additional tips and training for copywriting that's even more than just this training via email and I highly highly recommend signing up for this free content okay enough about that okay let's jump right into the training.

Luke: I’m your instructor Luke, and I’ll be giving you a practical, hands-on framework for learning, and writing effective sales copy
Now, do mind, your copy won’t be world-class just yet, because this is a real, full-fledging craft which you won’t just learn overnight, but it’ll be good enough to start your agency. And once you’ve watched this module you’ll have the tools to optimize your copy and figure out what works and what doesn’t for your market.

I’m a direct response copywriter, and truth be told, I tend to work more than I teach….
but Jon asked if I, as an expert of my field would like to teach what I know, and give a few modules on copywriting. So, here I am. And hopefully I’ll bestow some of my knowledge on you.
In all seriousness, I own an advertising & publishing business, and am the co-founder and head of sales and marketing of a software start-up.
My work is mostly writing promotions and being a business development consultant for my clients. If you care about my track record, then for example since I started working with my last client, we’ve brought in a 147 thousand dollars in sales in Q1, 2021. Putting us well on our way to hit a 500k yearly revenue.
I write for TEDx speakers and coaches. From franchise owners teaching others to do the same, to high-performing real estate agents to the kind of folks with 1 million views on YouTube.
I optimize and write frequently for design, and marketing agencies with 7 figure annual revenues
And now have begun collaborating with a key player in the financial publishing niche.
So, I happen to be Jon’s copywriter. But I do a lot more…
But enough about me…
Let’s talk copy.

You see, there tend to two camps in the copywriting scene, and there’s tends to be a bit of beef and tribalism between the two.
I’ve written in both styles, and to this day use principles from both. But I must say, I am now more specialized in one over the other. Simply because it’s a more lucrative and (in my opinion fun, too) field.
I’m talking (and have been leading up to) this: Brand awareness versus direct response copywriting.
You may have heard of neither of them, or maybe you’re already aware. But let me tell you the difference between the two.

So before we dive into how to write web copy. I’d like to introduce you to the world of copywriting. And give you an insight on the different schools of copy, and the history behind it all. If you happen to think this is unnecessary, then let me tell you this: Once you know the history of copy, then you’ll know exactly what type of copy you must avoid. Plus, you’ll learn an invaluable insight on how to optimize your copy over the long run, and in turn convert better.
But, we’ll get to that in a second.
Now, first and foremost. I’m of the opinion, and some folks may disagree with me, that the main function of copywriting is to generate sales. It really is just salesmanship in print. The more you know about sales, the better you can function as a copywriter.
So let’s begin with the schools of copywriting.
You see, there tend to two camps in the copywriting scene, and there’s tends to be a bit of beef and tribalism between the two.
I’ve written in both styles, and to this day use principles from both. But I must say, I am now more specialized in one over the other. Simply because it’s a more lucrative and (in my opinion fun, too) field.
I’m talking (and have been leading up to) this: Brand awareness versus direct response copywriting.
You may have heard of neither of them, or maybe you’re already aware. But let me tell you the difference between the two.

So let’s start with brand awareness copywriting. The default most people think of when they hear “marketing,” and “advertising.”

Sometimes called “delayed response advertising.”
Brand awareness advertising refers to the ads and marketing you typically see in the media. The TV Car commercials, the billboards, the YouTube ads, posters, and so on.
Generally, the idea of brand awareness advertising is to build a presence in your mind. To connect a certain emotion to a particular brand.
For example, Coca Cola links the idea of happiness and good experiences with their soda.
And once you start to associate this particular emotion with the product, you’re more likely to buy. At least, that’s the idea.
While you may feel hungry when you see a juicy Burger King hamburger on your screen, you’re most likely not going to get one immediately. And you sure would not buy a brand new Mercedes after seeing a 30 second TV ad.
So, the name fits. It truly is just brand awareness. You’re being familiarized, and warmed up to potentially buy or not buy a particular product or service.
But… this is also the greatest problem with brand awareness advertising. How do you know what works and what doesn’t? How do you measure your advertising success?

I don’t mean to talk bad about brand awareness advertising. I think it has its place. But I would place it on the top of the sales funnel. Because for me, if I can’t measure the performance of my ads, then I’ll never know if they’re effective or not. Which means I won’t know which ads to kill, and which ads to expand on.
Bottom line: I want to know how many sales I made. How many clicks I got. How many conversions.
Yes… conversions.
If you’re all about conversions, then you may have been a fan of the other school already.
You see I personally use principles of brand awareness advertising for ads that only serve to grab attention. But whenever it’s about sales… then you can bet I’ll stick with advertising school #2…

Of course, I mean: Direct Response Advertising.
As its name suggests, direct response advertising is all about getting a direct response. For a most simple example, think of the infomercial. Instead of a commercial, the infomercial has a phone number displayed on screen, often tucked into a corner, and sometimes flashing on screen. The idea is that you can call this number to buy the product.
Meaning, the producer of the ad, suddenly went from shooting in the dark, to knowing how well his ad performed. Meaning if they spent $25,000 on the infomercial and got a return greater than this $25,000, then they’ve done well. And the ad’s been a success.

Direct Response is all about this instant buying behavior. The idea is that after you’ve watched (or read) the ad, you’re propelled to grab your credit card and swipe it frantically to buy whatever’s it is you want to buy.
And this is THE fundamental difference between Direct Response and Brand Awareness advertising.
Direct response is all about sales. It’s sales oriented. It’s measured by sales. And all its principles come forth out of the ads which generated sales, and created more business.
Truly, taking a direct response approach makes you so much more flexible. Because you’ll actually know what works for you, and your market, and what doesn’t.
For example, you may want try a headline for a week, no conversions? Try a different one. Use variations of your hooks. Show a different benefit. Split-test.
Or if you found an angle that worked incredibly well? Then weave it in the entirety of your sales copy, and make it your “big idea,” (which we’ll talk about when we get to writing the actual copy, later.)
You see, it’s not just knowing when you’re winning, everyone knows when they win. But its knowing when you’re losing, and you’re actually at a major advantage. Because now you know what NOT to do.
Imagine this: You’re running your sales copy, but nobody (for some unknown reason) is telling you how many sales you’re generating. If you don’t know if your copy is doing well or not, then how can you ever effectively determine your ROI?
You may be missing out on so many potential prospects that could’ve been happy to buy your products or services, but because you never realized to change a headline, you’re never getting to them.
If you start to see the advantage of direct response advertising, by now already, then you’ll love the rest of this module.

But first… let’s go back in time. Because why does this stuff even work, and where did it originate from?
Selling by mail has been around for about 200 years in the US, but there are even historical records of merchants selling books through mail up to 500 years ago.
However, things really started to kick off when Tiffany’s Blue Book became the first mail-order catalogue in 1845. About 175 year ago.
Many businesses and other catalogs jumped on the bandwagon and the direct mail industry boomed. You could buy anything you wanted.
And it wasn’t long until small, medium, and large businesses began to use advertising to their advantage.

The Beginning of Direct Response. This man, Claude Hopkins, is generally known as the father of direct response advertising.
He joined in on the mail catalog and advertising trend, and made a huge name for himself.
You see, Claude starting doing something a lot different than everyone else. Which he attributes to a lesson he learned when he was boy. You see, he’d sell products for a business owner along with all the other neighborhood kids. Except he figured out that he did most of the selling, while everyone got the same rewards.
So, he started counting his sales, and then showed the shop-owner how he deserved the largest scoop. In other words, his well deserved reward.
He took this principle of counting, and “scientifically” measuring results with him through his entire life as an advertiser.
And used response data to determine which ads did well and which didn’t.

This in turn made DR…A Data Driven Discipline. What he, and everyone else after him did was split testing ads and sales letters.
They would get the addresses and contact information of a whole town, segment it in different parts, and sent two different versions to say a 1000 people each.
Meaning one thousand got ad X, and one other thousand got ad Y.
Then they’d look at the response, they’d look at how many people sent in the order form.
As you can imagine, doing this process of split testing, and working with data, over and over, for almost two centuries, gave us a repository of principles. Somewhat like a library of facts on what worked, and what didn’t work.
It’s almost as if they optimized the process of writing sales copy. And that’s exactly what they did.
They tested everything they could. Headlines, emotionally-driven copy, versus logically-driven copy, offers, short copy, long copy. You name it.
And based on these principles, and this method of trying different variations of copy to optimize for YOUR market, I’m going to teach you how to write copy.
The old, Claude Hopkins way.
And if you’re interested in learning more about this old school type of advertising, I’d highly recommend his books. They’re available for free online. How cool’s that.

Let’s get to learning how to write web copy. Now that you have an idea of how direct response copy started, and have a bit of an introduction to the field, I think it’s time to learn about writing web copy.
But before you put any words down on paper, I want you to think about the “One Big Idea” that your product or service has.
Some folks call this the Unique Selling Point, but I believe it goes further. Because it’s not just the product.
It’s more about creating a belief which resonates with your prospect. And once they put their faith in that belief, you’ll have won them over and pretty much guarantee the sale.
In short, you’re trying to “show them a NEW OPPORTUNITY that’s the key to THEIR DESIRE and that’s only available through your UNIQUE MECHANISM”
Apart from the big idea, which often becomes your headline, the rest of your copy is entirely focused on making this key belief credible.
So let me line those steps up.
1. Give them a new opportunity
2. Have this opportunity be the key to their desire
3. Give them a unique mechanism (or vehicle) through which they’ll accomplish step 1 and 2.

Here are a few Big Idea Examples.

Get Rich Slowly
The Amazing Secret of a One-Legged Golfer
Freedom Checks
All three of these have a unique belief to them. They hint at a new opportunity in a novel or unknown way and hone down on the audience their desires.
For the golfer, it’s unique, because it’s a one-legged golfer, and if they’re doing so well, then so should the reader. At least, if knows their secret. And since he his desire to become a better golfer, this is the perfect way to compel him.
And believe it or not, this was big idea was based on a true story (and it shows why research is so important! It can give you compelling ideas!)
But, fortunately, we can use this concept of the big idea and unique belief for any product or sales copy. So in this course, Jon’s teaching you how to run your own WordPress Agency.
Let’s see if we can think of some unique beliefs together.

So we’ll go by each three steps.

1. A new opportunity
2. Their key desire
3. The unique mechanism.
1. Let’s say we’re giving them the opportunity to have a professionally designed WordPress site.
2. We know that increasing sales is the most important key performance indicator for most businesses so we’ll focus on this as their desire. Increasing sales, and making more profits
3. Our unique mechanism is using a customer avatar which is perfectly tailored to their prospect. As Jon teaches you in this course. Only through this can we accomplish step one and two.
We can combine these three steps to first create the unique belief. Remember: we want to show them a NEW OPPORTUNITY that’s the key to THEIR DESIRE and that’s only available through your UNIQUE MECHANISM”

So, we could formulate this as:
This Agency Creates WordPress sites Which Increases Sales and Profits By using Prospect-Tailored Websites and Customer Avatars.
Let’s narrow it down into one big idea.
I came up with “Prospect-Driven WordPress Sites”
Now… this says nothing about sales yet, but it’s unique, and hints at new opportunity. Which most likely makes them believe this could end in profits. They may think to themselves: “What if I could have a prospect-driven WordPress site?”
“What does a Prospect-Driven WordPress site mean?”
In short, they want to learn more! And now you’ve got them hooked.
If you’re just as curious as them, but instead want to know how I come up with such a big idea, then let me tell you how I do it: I write about 10 to 20 ideas down. And then pick the best one. It’s pretty straight forward once you get the gist of it. But you’ll need some practice to really nail it down.

The purpose of the Big Idea and Unique Belief is to give you the central theme for your page.

We can use it to create headlines (more on that in a bit.)
And write the entire sales copy around this big idea. Note how focus is key. People don’t like many options, and the more you can narrow down your offer, the better.
So, say we use the big idea I came up with earlier,
then we can easily turn this into a headline and subheadline and a CTA. For example we could write:
Prospect-Driven WordPress Sites:
Be the Perfect Match for your Customers and Generate Sales the Easy Way
[Schedule a Prospect-Driven Strategy Session]
As you can see, this immediately build intrigue. You have the emotional promise, the novel mechanism, and it’s almost like a formula. It pulls you in.

But before I give you the headline formula, let’s talk about page structure for a moment. You see, most home pages follow the same structure. You have the above the fold section, which visitors see immediately, and the below the fold section which they’ll see if they scroll down.
What we want to do is include a headline and subheadline AND Call to action on the above the fold section. Like the example I just gave.
Now It’s important to realize that CLARITY TRUMPS “CLEVER” EVERY SINGLE TIME. Once your prospect lands on your home page, we want them to immediately see what they’ll get.
Don’t try to be funny. Don’t play with words. Because it’s not about being smart and creative. It’s about displaying potential value for your reader.

On to below the fold and the body copy structure. Generally, we want to follow these exact steps:
1. Show an advantage (Explain the unique mechanism) and tell them how they’ll benefit. In our example, we can explain how prospect profiling helps with zooming in on their desires, and improves conversions. Which in turn creates profits.
2. Prove this advantage. Because we can’t just tell them what they’ll get. We have to show them how we’re credible, or else we’ll lose all believability we have. In your case this would be showing previous work. Results you’ve had with past clients, and a kickass portfolio.
3. We’ll want to make them understand the advantage they’re getting. And show how it’s so much better than their current situation. Because if we can boost their .5% conversions to 1.5%, then we’ve tripled their annuals sales.
4. Ask for action. Recap the benefits, recap what they’re getting, and make the CTA the same as the CTA you had above the fold. So if you were asking for a strategy session, then you’ll want to ask for it again. DON’T change the CTA here. Because multiple options create hesitation, and hesitation means they’ll just click away.

It’s time to write some actual copy. We’ll begin with headlines. The purpose of the headline is to grab attention, and transition the reader into the next sentence, the body copy, or a call to action.
Note that only 1 out of 5 people reads beyond the headline. Meaning 80% of your readers will only read the headline. Making the headline the most important piece of your copy. If you screw up here, you’re losing almost all your readership.
Sometimes, creating variations of your headline can boost sales tenfold. It’s one of the key pieces of your page that you’ll want to optimize over time to try and boost conversions.

A headline must have stopping power. What I mean with this is that headlines must stop you in your tracks. Make you quit whatever it was you’re doing, and want to read whatever is inside.
Some great examples:
“Do You Make These Mistakes in English?”
“To men who want to Quit Work some day”
“They Laughed When I Sat Down At the Piano But When I started to Play!”
All of these headlines create a sense of curiosity and evoke an emotion. They have stopping power.
Notice how going through other headlines is a great way to get inspired and start thinking of your own. You can even rewrite existing headlines.
For example we can turn “Do You Make these Mistakes in English?” into
“Does your Website Scare away Visitors?”
We’re using the same emotion of fear, to stop them and demand attention.
I’ll teach you more about this later, when I help you build your own swipe file.

But first, a simple formula on how to create headlines. In order to build intrigue you want to use your unique belief and big idea.
The headline formula is the following: Intrigue = Novel mechanism + emotional promise or new opportunity
In the example I gave, we use this exact formula.
Prospect-Driven WordPress Sites (This our novel mechanism)
Be the Perfect Match for your Customers and Generate Sales the Easy Way (Our emotional promise)
You can repeat this headline creation formula over and over. As a matter of a fact, you’ll even start noticing how most successful headlines use the same formula.
For example, if I go on Amazon’s non-fiction bestsellers, I’ll see this formula repeated.
Like: “Deep Work: Rules for Focused Success in a Distracted World”
First a novel mechanism (deep work), then a promise or potential opportunity to benefit from. Here it’s rules for focused success in a distracted world.
Or “Master your Emotions: A Practical Guide to Overcome Negativity and Better Manage Your Feelings”
They all use the same formula of giving a novel mechanism plus an emotional promise or opportunity giving potential benefits.

A quick recap on headlines. First, create your big idea and formulate the unique belief. Remember
show them a NEW OPPORTUNITY that’s the key to THEIR DESIRE and that’s only available through your UNIQUE MECHANISM
Turn these two components into a headline using the
Intrigue = novel mechanism + emotional promise or opportunity formula.
Remember how clarity beats clever, so don’t try to be funny or creative. Display value instead.
And don’t forget how Good headlines account for 70-80 cents of your dollar. Don’t waste your money invested in any form of advertising until you truly grasp this, and always optimize your headlines for better long-term results.
Plus an extra little tip: Think of a CTA which connects well with your headline. In your case, I would recommend sticking with booking a free strategy session as Jon teaches you.

How to Write Body Copy. As a starter, to write successful body copy you need to start thinking of what you’re really selling. You need to start thinking of the potential outcome you can give your prospects.
Here are some examples:
You’re not selling grass seeds. You are selling a greener lawn.
You’re not selling baseball tickets. You are selling memories of sunny afternoons that a father and his children will cherish forever.
You’re not selling a spa visit, You are selling the chance to get away from work, and revitalize after those long, tiresome weeks.
You’re not selling a website creation service, you’re selling them the opportunity to turn depressing sales into a successful roar of business from which they enjoy the prestige, and status of and maybe even retire on.
Whenever you are marketing anything always ask this question.
What are we really selling?
And don’t stop until you’ve got a long list of answers.
You can even ask this question to your (or your clients) entire enterprise.
Keep adding variations and new answers to that question. And you’ll have endless promotion hooks and ideas

After you’ve asked yourself this question, and have a long list of answers. You’ll start seeing the difference between features and benefits.
Features are simply aspects or attributes of a product. They’re descriptions in a way. For example, a 48 hour mobile phone battery.
A benefit would then be the bridge between this product feature and a desire your prospect has. It’s entirely unique to the audience. Features are product specific, benefits are audience specific.
Meaning benefits vary across audiences.
For example, a benefit for someone who likes to travel: Being able to take pictures for a whole day while they’re on a holiday. Meaning they don’t have to worry about finding some place to charge their phone in a foreign country.
Or being able to watch movies on that 3-4 hour long car ride, while still having enough battery to use phone after they’ve arrived.
While for a businessman, the benefit may be in joining videocalls with his kids in his lunchbreak, while still having enough power to handle all his day-to-day administration and appointments.
The feature is always IN, or the CORE of the benefit. But it’s how the audience can use it to their advantage which makes it a benefit.

As you can see, benefits vary across audiences. So it’s very important to do your research and understand your audience. If you don’t, you’ll miss completely. A good product could result in no sales, because you didn’t find out what their primary benefits would be.
Next, let’s talk about the power of imagination.
Think about it… if a picture is worth a thousand words, then what would a picture painted in your readers mind be worth?
Through imagination we can give people a sense of ownership. Since we can’t give them the actual outcome, we can appeal to their imagination.
Like a car salesmen does with a test drive, we can give them this same experience.
For example: when selling a pool, say “Just picture yourself in the pool in your back yard on a very hot summer day with your children.”
What kind of pool toys would be in the pool?”
Bottom line: You’re making your prospect imagine how life would be once they have your product or services.

Some basic copywriting principles. Now, copywriting is a bit different from regular writing. A lot of standard principles are thrown out, which makes some people a little bit uncomfortable.
For example, copywriters want their copy to be as simple as possible. We even use tools to check grade readability, and make sure it is as low as it can be.
It’s not because we think our prospects are dumb, but it’s because we know there are so many other things on their minds. And we want our copy to be as easily accessible as possible. Furthermore, wouldn’t it be a shame if we lost potential customers because we used big, hard-to-say words?
Another pro of simple, and easy to read copy is that we’ve them once we pull them in, because they won’t stop, and keep on reading.

So here’s what we do. We keep sentences short. We don’t use a lot of complex punctuation. But we do mix the rhythm of sentences up a little, making some sentences longer than the others, and then throw in a couple of short ones again.
What it does is create more engagement in your texts. The more variation in sentence length you have, the more compelling it feels to the reader.
Another key component, is to use simple words. Don’t try to sound smart. Keep things simple. And stay very clear.
You’ll also want to avoid adverbs. They have their place in some situations (and I still use them too) but don’t be one of those people who joins them to every verb.
For example, don’t say “running quicky,” say “sprinting.”
There’s a lot of power in using strong verbs.
And lastly, fill your copy with the word “You.” Don’t make this about yourself. Drop the ego. And make your copy about your prospect. People love reading about themselves. The more “You’s” you have in your copy, and the less you say “I”, or “We” the better you’re off.
Also, be sure to use the word “because” a lot. It’s magical in it’s own way.

Editing technique #1 The So What Test. Now that you’ve thought of your benefits. Have written your headlines. And know what to avoid and should do when writing your body copy,
And assuming you’ve written your copy, it’s time to perform the “So What Test.”
Put yourself in the shoes of your prospect, and after every sentence say: “So what?”
If this sentence is not adding any value for the prospect, then you’ll have to cut it.
This is a great way to cut the fluff.
Because perfection isn’t about adding more until you can’t any longer…
Perfection is when you can’t cut anything away anymore.
Perform the So What Test to make your copy concise and containing only what’s essential. Don’t lose your reader by going off on some tangent.

Editing technique #2: Reading it out loud and making it silky smooth. Another great technique you must incorporate in your copywriting skillset is reading what you write out loud.
As you talk out loud (and really do this, don’t just skip it and “think” it out loud, actually SAY it.) you’ll find these awkward bumps in your copy. Which you can then edit and smoothen out.
The more you do this, the more silky smooth you can make your copy. Until it’s so easy to read, the prospect almost “falls” through your text, and gets to the bottom of the page, and orders your product.
The goal is to create copy which read as a conversation. And the only way to do this is to read out loud what you say.
So go and do it. Find a quiet spot, and read out loud. If anyone wonders what you’re doing, tell them I told you to do so. Or just say it’s to make some kick-ass, high-converting copy.

Now, I will include a list of questions I want you to ask yourself after you’ve written your copy. So you can tell if you’ve targeted the most important bits you need to target.
The list should be included in this module’s material. Feel free to refer back to it at anytime. But hopefully, at some point, you won’t need it anymore.

But before we end this mini-presentation. I’d like to teach you how to build your own swipe file, and why it matters.
Because in my opinion, a copywriter is only as good as their swipe file.
Like you saw when we did the headlines, I rewrote an existing headline to match the services you could sell as an agency.
This is sort of what we copywriters do with swipe files. We look at the copy of competitors which is performing well. Either by looking at promotions which keep being circulated (indicating they’re converting well,) or by looking at the copy of the world’s best institutions.

For your own agency website, you can start looking at the copy of top agencies, and break down what they’re doing.
For products you’re selling, you can study the copy which is in the niche, and see what everyone else is doing. And use their work as a template, which you’ll then improve on.
Bottom line: You’ll want to build a big ol’ collection of ads, pages, and emails, from which you can learn.
My own swipe file consists of about 3.182 ads and sales letters which I’ve collected over time.
Of course, you don’t have to be as copy obsessed as I am, but use this technique to your advantage. You may want to check out www.swiped.co, they’ve got a bunch of ads you could study and look at.
In any case, like Picasso said: “Lesser artists borrow; great artists steal”

I honestly feel like I’ve barely scratched the surface of copywriting. But, I hope you feel like you’ve got some tools to get started with writing web copy. Yet, there’s so much I could tell you still
So, I’m going to suggest some books for you to read.
Scientifc advertising by Claude Hopkins, you can get it for free at www.scientificadvertising.com
Triggers, by Joseph Sugarman, an excellent book on sales psychology specifically for copywriters.

And lastly, if you liked winning over someone with your unique belief, then I recommend The 16-Word Sales Letter by Evaldo Alberqurque. He’s the man behind this concept and in his book goes in full depth on how to use it. While it is tailored for long-form sales letters, there are a lot of nuggets in his book.

I wish you a great day, and I wish you much luck with using Jon’s system to kickstart your WordPress agency.
And I hope you’ll have fun writing copy, too.
If you have any questions, or if you’d like to get in touch with me for any reason whatsoever, then here’s my info. You should see it on the screen.

Be sure to check out the BONUS home page breakdown I do of the agency website Jon’s giving you. And see these principles applied!
Use it as a reference, and come back to this module as often as you like.
You got this.
And don’t forget to download the questions checklist!
This has been your instructor, Luke.

So with that said let's jump into all the details about this process in the next module.