People Motivators: Running from fear and pursuing a desired outcome.

Solution: a tool that eliminates the roadblock.

Roadblock: a thing that keeps the business in the current state and stops it from achieving their
desired dream state.

A product is not a solution. It is a tool to use to overcome the solution.

Some people buy a product to get a sense of a new identity, instead of the actual solution to a
problem.

Marketing is about attracting attention and monetizing that attention.

1. Get attention.
1.1. Get in front of people who are actively looking for a solution
1.1.1. Pay to get in front of someone. They show up as ‘Sponsored’ or ‘Ad’ in search engines.
1.1.2. Become that person. Become so good that Google puts you at the top of the list.
1.2. Attention through interrupting
1.2.1. Social media video and post recommendations. Favorited by content
recommendations and quality of content.
2. How to get people’s attention?
2.1. Talk about what’s valuable to them.
2.2. Find a way to stand out.
3. Exercise: Scroll through a social media page without much intentionality. What catches my
attention the most?
3.1. Answer: few words in large bold letters in one picture; weird looking ideas – a person
standing on a t-shirt on a grass; authentic looking old person’s face; real life picture of a
quote, aesthetically pleasing minimalistic food – high quality unique layout; a man covered
in sticky notes.
4. Monetizing Attention
4.1. Lead Funnel. Get attention > click to opt in for more information > access to free content.
The purpose is to offer free stuff and in return get their email address.
4.2. Blog post > Pop up > Thank You > Download free content
4.3. Survey/Quiz > Result (that is the gift)
4.4. Sales Funnel. Get attention > Sales page > Upsell page (you want more value? Buy this!) >
Downsell (too expensive? Get this!) > Order Page > Thank you.
4.5. Video sales page > Upsell > Order Page > Thank You
4.6. Advertorial Page (looks like a news page, but is actually an add)
4.7. Application form (you have to apply to get access to this content. You will get a call later
from a sales guy). It places you in a position where money is not enough, you need to be
picked.
4.8. Event Funnel. Opt in > keep them hyped up by sending emails, content, social media
content > Webinar or live event > if you don’t show up – follow up > if you do show up, sell
a course or a product.
4.9. Home Page Funnel. You can have multiple different funnels in it.

Diagnose business success:

1. Analyze how they are currently getting attention online. They only need to be good at one of
those:
 1.1. Organic social media content. Under 1k followers – they get 0 attention. Over 100k
followers – they need help monetizing it.
1.2. Paid ads: the longer the adds are running, how good they look and the more adds they
have, the more successful they are in this way of getting attention.
1.3. SEO Ranking (local businesses). Use tools to see how high the business is ranking. Search for
the problem they are solving on google and see how soon they show up.
1.4. Affiliate marketing network. How many partnerships do they have with other businesses?
1.5. Social Media Buzz. Have they been blown up in social media, newspapers or podcasts?

2. Indicators of monetization ability:

2.1. Abundance or lack of reviews?
2.2. Visual design and mobile experience: high or low quality?
2.3. Do the customers gush about how good the product/service is?
2.4. Do they have: lead magnet, low/medium/high ticket product/subscription based product?
2.5. Is one of their products weaker than the rest?
2.6. Can the business be scaled or does it rely on one S quadrant owner?
2.7. Do they have funnels built in? Upsells? Downsells?
2.8. How well do they utilize emotional drivers of the market?
2.9. Have they matched their audience’s sophistication and awareness?

3. Finding GENIUS solutions

3.1. What problem am I solving: FIXING the broken thing or CREATING something new?
3.1.1. Look at competitors and take ideas from their websites.

Get Your First Client

1. Write a list of every single person you now
2. Filter through people who already have a business
3. Take the first person on a list, and check their social media. Reach out. Catch up. When they ask
about what I have been up to, say:
“I’ve just started training to become a digital marketing consultant, I think it’s the way
forward for me. Before I start charging, I’m looking to get some free / internship experience
and earn some good testimonials. Do you think any of your friends would like me to ‘insert
outcome’ for their business over the next couple of months for free as sort of an intern using
all of the new digital marketing tactics I’m learning?’
4. Understand their business, ask where they want to end up and what their goals are, ask what is
the problem they are trying to solve.
5. Dedicate to solving their problem. Come back with a solution. Give them a sense of your ideas.
Say ‘I’ll do this for free, if we achieve X result, would you be open to sharing Y percent of the
revenue?’ – they cannot lose.
6. Use learning resources, AI to help me come up with solutions. If neither are helpful, use the
community chat for help!
7. In order to succeed:
7.1. Morning power up?
7.2. 10 minutes of analyze copy
7.3. Do 3-10 quality outreaches a day.
7.4. Do this every single day.
7.5. After I get the client, put my focus on building their business instead of doing more
outreach.
 COPYWRITING BOOTCAMP

Identify Who Am I Talking To

1. Always write with a purpose. My writing is designed to create an effect in a reader’s mind.
1.1. Who am I writing to? Who is my avatar?
1.2. Where are they now? What are they thinking feeling? Where are they inside my funnel?
1.3. What actions do I want them to take at the end of my copy? Where do I want them to go?
1.4. What must they experience inside of my copy to go from where they are now to taking the
action, I want them to take? What are the steps that I need to guide them through to take
them from where they are now to where I want them to go?
2. Do Market Research: you must use the language my avatar is using. Do some investigation and
take out quotes I see clients use and color my writing with it.
https://drive.google.com/file/d/1QLNSnfpXss0y45OpUWomJsdMjcGM4CDY/view?usp=sharing
3. Create an Avatar: when I write, imagine I’m writing to that one person I created in my mind.
https://drive.google.com/file/d/1QLNSnfpXss0y45OpUWomJsdMjcGM4CDY/view?usp=sharing

Identify The Objective I Want to Achieve

1. The big picture is this: Grab the attention > monetize the attention > make them sign up. But
every piece I write has its own objective too: comment below, click here, sign up here, call today
etc.
1.1. Grab attention > amplify their fear or their desire > build rapport > show the roadblock
that’s holding them back > show them the solution > expand on their beliefs to build trust >
close the sale.

Grab Attention
1. People pay attention to threats and to opportunities.
2. Things fade to irrelevance unless they are new or displays movement. Every so often mix things
up to create newness and movement to get more dynamic. Static things don’t attract attention.
2.1. Humans are also extremely status driven. Show how what we do will help them gain status
or how they are going to lose status if they don’t do what we tell them to.
https://drive.google.com/file/d/1K5YizNGH1e-N-gISPzFP7NLu6EwCUDlM/view?usp=sharing
3. Shortcuts To Grabbing Attention:
3.1. Position of leadership. The piece I’m writing has to signal affluence, status, leadership, and
credibility that display power/safety.
3.2. Curiosity – he urge to bridge an information gap about a topic of interest. In copywriting it’s
used to captivate attention and encourage content consumption. To Create curiosity:
3.2.1. A topic audience deeply cares about
3.2.2. A snipped of information to confirm its authenticity (I can help you improve your
business > I have 4 ideas to cut down your invoicing turnaround time)
3.2.3. A hint at further details to comprehend the entire scenario (give the information they
don’t know about – give them just enough information to realize that the answer is
real, but to find out the answer, they must click/buy/sign up)

How to Write Fascinations?

1. Fascination – 1-2 sentences to create curiosity and get people’s attention.
2. Open with:
2.1. How to become… ;
 2.2. Secret to… ;
2.3. Why do most… ;
2.4. What to do if… ;
2.5. What NEVER to say… ;
2.6. …right? WRONG! ;
2.7. Warning!... ;
2.8. Are you afraid… ;
2.9. Use a number ;
2.10. The sneaky formula… ;
2.11. Become the best PA in your office… ;
2.12. Did you know that… ;
2.13. If you’re…. then you need to learn these 7… ;
2.14. The quickest/easiest/safest… ;
2.15. The truth about… ;
2.16. The single step you must take… ;
2.17. https://drive.google.com/file/d/1asZt2v8YTi67Af9zL8hMXyQlr-XeFfnF/view?
usp=sharing

Ways To Enhance Curiosity

1. Make my information more specific. It creates belief that there is a legitimate answer.
2. Tell them what it’s not. This creates curiosity about the unique ways and potential secret.
3. Leverage their already existing curiosity. Outside my product, what does my market care
about?
4. Paradox. Unexplainable behavior.
5. Conflict and drama. We want to know why. Mix in conflict and drama. Good or bad.
6. The In-Group of people. Take secrets from the smart/elite/exclusive group and provide
nuggets from their inner circle.
7. Pay attention and use curiosity every step of the way.

Effective Language
1. Be careful of the words I use. Think of the emotion it’s creating. Words create movies. Movies
create emotions in people’s minds.
2. Consider all types of people:
2.1. Visual – what do things look like
2.2. Kinesthetic – what do things feel like
2.3. Auditory – quotes and dialogues
2.4. Olfactory – “the smell of…”
2.5. Gustatory – “taste of…”
3. Identity and status:
3.1. “Do you have the courage to…” – I’m calling someone out on their identity and challenging
their values.
3.2. Use pictures that show status and what people desire
3.3. Turn it into “be respected by your boss…” “be honored by your team”

Roadblock > Solution > Product

1. Reveal the roadblock: some people know what’s holding them back from their dream state,
some people don’t. Either way, my job is to highlight the problem.
2. Show the solution:
 2.1. If you do this, then you get your result. My job is to show the solution (the one they have
not tried yet) and use our businesses as the NECESSARY TOOL to take advantage of this
solution.
3. Connect the product to the solution:
3.1. Faster – to find a job
3.2. Less risky – more guarantee to get hired
3.3. Easier – less hours spent online
3.4. Greater result – better quality candidates

What do they need to believe?

1. I’m a credible source
1.1. Tell stories
1.2. Organizational backing – credible referrals/reviews
1.3. Status symbols – good looks, health, happy relationships, wealth, high following,
connections with famous people.
2. My solution will work because:
2.1. Give them links of logic: if you do this, then you do this. “Because”. And other words that
make sense how the product works.
2.2. Give metaphors around the claim I am making. They will think “ok I believe that thing, so I
must believe this too”.
2.3. Give a claim and show scientific proof. Reference a study, link a source, show charts,
screenshots
2.4. Social proof: feedback, testimonials, case studies
3. Make it clear that it will work for them.
3.1. “Are you experiencing…. Then this is for you”
4. NEVER lie. Always be truthful. Disclose things that are our gaps, to ensure they understand that I
am brutally honest.

CTA – Call to Action

1. Build scarcity (limited quantity) and urgency (do it now).
1.1. We’re only taking on a limited amount of candidates
1.2. The application end date is XXX
2. Crank the pain: FOMO.
3. Shorten the time: if you.. we will call you asap. If you.. we’ll send you the CV today.
4. Easy: show how easy it is
5. Reduce the risk: either the risk of them not having our services, or the fact that they don’t risk
anything because the first three CVs are free.
6. Compare value: usually 3 CVs will cost you XXX, with us – it’s free.
7. 2 way close – you can spend thousands and take months to hire, or you can work with us, spend
hundreds only and hire by the end of the week.

Demolish objections
1. Most common objections:
1.1. Lack of time > we can all find time for things we prioritize
1.2. Lack of money > we can find money for things we prioritize
1.3. Lack of belief in themselves > help them believe in themselves
1.4. Lack of belief in the product/service > ?
1.5. Confused people don’t buy > clear the confusion, create curiosity
 1.6. Fear (the unknown, change, failure, etc.) > our job is to inspire faith and courage
2. Acknowledge > Reframe > Close
2.1. Acknowledge Objections: Recognize and mildly address any customer reservations or
objections upfront in the copy. You may be wondering…
2.2. Validate and Reframe: After acknowledging, confirm their concern but pivot by presenting it
in a new, potentially more positive or manageable light. What you’re thinking is valid. But
ask instead, is this going to be different?
2.3. Direct and Close: Present compelling reasons, directly associating the reframe with the
desirability or necessity of taking action, and then firmly guide them toward the desired
action or close. Look for things that are different – they’re here.

The Writing Process

1. Get clarity first. Gather the information first – that will produce fat ideas instead of empty
words.
2. Analyze competitor’s content. Find content I like and use it as a template.
3. Now is a good time to create and write. Turn off the filter. Give myself permission to write
bad. Just write! And then edit the bad stuff out.
4. Write section by section or all at once.
5. Turn on the filter. Edit the draft I just made. Take a break. Come back 15 min later with the
second mind. I can use chat GPT now.