How To Write Words That Make People Buy (Full Course)

This is likely going to be the longest video I ever make, but hopefully the most useful. In the next hour, I'm going

most useful. In the next hour, I'm going to reveal everything that I've learned working behind the scenes with the biggest personal brands in the space.

This one skill has allowed me to help launch a New York Times bestselling book, break a Guinness World Record, drive millions of dollars in revenue, and design a life with time and location freedom, all as a 20-year-old kid. And

in this course, I'm going to go over what copywriting is and why it [music] matters. How to think like a copywriter,

matters. How to think like a copywriter, my five C's for writing on the internet, hooks, bodies, and call to actions, how to get better at copyrightiting, how to make money from copyrightiting, and how

to sign high ticket clients. [music] Oh

my goodness, you guys are in for a treat. Let's get to it real quick. I

treat. Let's get to it real quick. I

created a free workbook that goes along with this video [music] with a bunch of templates, exercises, and reflection questions for you and it follows and maps the video. And so, if you want to download that and go through it with the

video, feel free to do so. All right,

back to the video. So, what actually is copyrightiting? If you're like, Jay, you

copyrightiting? If you're like, Jay, you just named all of these cool, insane things, but what even is copyrightiting?

Well, when I first heard of copyrightiting, I thought it was this, you know, the little C logos that you see next to logos, like the copyright trademark. That's what I thought

trademark. That's what I thought copyrighting was. But copyrightiting is

copyrighting was. But copyrightiting is really just transferring information from one brain to another in the simplest way possible. It's persuasive

writing. I first heard of copyrightiting from a guy named Sam Parr who sold a media company for tens of millions of dollars. And I thought, gosh, if it

dollars. And I thought, gosh, if it worked for him, then learning copyrightiting would probably be useful for me, too. And I think like if we were to zoom out, we all know that code is important. Code is the back end of the

important. Code is the back end of the internet. But media or copywriting is

internet. But media or copywriting is the front end of the internet. And in an age where you can build almost anything with AI, the only remaining alpha is distribution. If you can shift the

distribution. If you can shift the supply and demand curve in your favor, if you can make yourself overs subscribed, if you can develop distribution because of your skills, the

world is yours. A blog post is copyrightiting. A YouTube script is

copyrightiting. A YouTube script is copyrightiting. A short script is

copyrightiting. A short script is copywriting. Emails are copyrighting.

copywriting. Emails are copyrighting.

Ads are copyrightiting. So, the better you get at copywriting, the better you get at everything else. It's also a life skill. Think about it. If you're an

skill. Think about it. If you're an investor, you have to convince LPs to give you money. If you're a founder, you have to convince investors to fund you.

If you're a founder, you have to convince your team to join you. If

you're an employee, you have to convince that team to hire you. If you're a parent, you have to convince your your kids to to go to bed on time. It doesn't

matter what you do. Learning how to think and communicate as effectively and persuasively as possible is a life skill. So, how do you get better at

skill. So, how do you get better at copyrightiting? The first step to

copyrightiting? The first step to getting better at copyrightiting is to realize that it was never about the writing in the first place. It was about the thinking. See, I can give you a

the thinking. See, I can give you a bunch of templates and hacks that make you feel like you're getting value. For

example, if I said you should use identity based hooks and say business owners or chiropractors or YouTubers or use outcomebased hooks. If you're

ambitious but inconsistent, watch this video. If you're a business owner doing

video. If you're a business owner doing between $1 to $3 million a year, keep watching. Or promise hooks. We will

watching. Or promise hooks. We will

deliver X in Y or you don't have to do Z. We will build your entire webinar

Z. We will build your entire webinar funnel for free and just take a percentage of what we make you or you don't have to pay at all. I can give you those things, but I would much rather teach you how to fish than just simply

give you fish because then you're just stuck repeating templates without understanding the why behind why they're working. So, the first step to getting

working. So, the first step to getting good at copywriting is to follow what I call the six Ps of copy thinking. And

this is the process that I go through with all of my clients before I write any piece of content or copy or messaging. And the six Ps are people,

messaging. And the six Ps are people, positioning promise proof priority and process. I know that was a mouthful,

and process. I know that was a mouthful, but stick with me. Let's go through all of them, and then I'm going to give you two examples of all six. So, the first P is people. Who is your offer for?

is people. Who is your offer for?

Because you can't answer the question, why should they choose us until you know who is they? Let's say you're selling a marathon training program. Well, if

you're selling to a beginner who's never run a marathon before, then they're probably afraid of not being able to finish or being dead last. So, your

promise to them is you'll finish your first marathon. If your avatar is a busy

first marathon. If your avatar is a busy professional, then maybe they're afraid of not being able to stick to the training plan because they're busy with work. And so your promise is we will

work. And so your promise is we will design a training plan that fits your 60-hour work week schedule. If your

avatar is a runner over 40, then maybe they're afraid of getting injured and so your promise to them is you will be able to run the marathon while being healthy.

If your avatar is someone who's chasing the Boston Marathon qualification, then maybe their fear is missing the mark by 90 seconds. And so your promise to them

90 seconds. And so your promise to them is, "Hey, we're going to get you over that cross line by a lot, so you don't have to even worry about that." If your avatar is someone who's coming back from an injury, then maybe they're afraid of

retaring that injury. And so your promise to them is, "We will help you run a marathon while staying healthy."

Do you see how important it is to understand who you're talking to before you figure out what your messaging and positioning is? And so step one is to

positioning is? And so step one is to get crystal clear about who your avatar is. And my favorite way to do this is to

is. And my favorite way to do this is to build an empathy map. And so what I want you to do is to draw two lines, one going up and one going down. And you

first start with current. So, what is your avatar doing on a daily basis? What

are they seeing? What are they hearing?

What are they smelling? What are they feeling? You put yourself in their

feeling? You put yourself in their shoes. What does their daily reality

shoes. What does their daily reality look like? And so, people often talk

look like? And so, people often talk about the golden rule, which is treat other people the way you want to be treated. But there's actually a rule

treated. But there's actually a rule above that, which is the platinum rule.

Treat other people the way they want to be treated. Because that's true empathy.

be treated. Because that's true empathy.

It's putting yourself in their shoes, not them in yours. Then you draw a line down to future fears. And this is this is hell. Where do they not want to end

is hell. Where do they not want to end up? What is their worst possible

up? What is their worst possible reality? Get clear on that. Then you go

reality? Get clear on that. Then you go to their current frustrations. What are

the things in their daily life that they are not liking or they want to avoid?

Maybe if they have a 9 to5, they hate sitting in traffic or they hate having to dress up for work or they hate having to sit in these useless meetings or having to have like a 30-minute lunch

break or being told when to go to the bathroom. Then you draw a line up to

bathroom. Then you draw a line up to their future goals. This is heaven. this

is the reality that they want to get to.

And so my personal rule is I don't start writing copy until I feel like I have an overabundance of material until I feel like I have almost too much to say because of all of the context that I

have on who my avatar is. And this is a super pro tip. This is probably the most alpha you'll get. I've run this with two clients and it works like crazy. The

best way to research who your avatar is is to talk to your customers. Some of

the best ads we've ever run is when we downloaded all of our sales calls, we uploaded it into AI, transcribed it, identified the specific reasons why they bought, and then said those exact things

back to them in the ads. For example, if someone on the sales call said, "I'm ready to build something that gives me more freedom, flexibility, and control over my time and income." Then we might

write an ad hook that says, "The most dangerous thing a woman can do is become disgustingly financially independent."

If someone says, "I'm excited to invest in myself and learn more sales skills with the goal of one day escaping the 9to-ive life to have more freedom and time to live." Then an ad hook that we

might write is, "The normal path will never make you a millionaire nowadays."

And this isn't some escape the matrix bro science BS. I'm being so serious right now. We are literally conditioned

right now. We are literally conditioned from a young age to treat anything other than the normal path as a scam. If

someone writes, "I've been a stay-at-home mom/wife for quite a few years, and with my kids in school, I feel like I finally have the time to do something for myself and make some damn

money." Then we might use an ad hook

money." Then we might use an ad hook that says, "If you've been looking for a way to make money around your kids' schedule without starting a whole business, you need to hear this." If

someone says, "My goal is to build consistent 30K months so I can eventually transition fully out of corporate sales." Then an ad hook we

corporate sales." Then an ad hook we might say is you don't have to quit your job, move cities, or blow up your whole life to start making more money. You

just have to learn one skill. If someone

says, "Hi, I'm a broke and overworked Chicago who pursued her 20-year-old self's dream of working in sports, and now I'm turning 30 this year and ready for financial stability." Then an ad hook that we may write is, "If hard work

was the answer, the donkey would own the farm." And I don't say that to be harsh,

farm." And I don't say that to be harsh, but it's true. We were told from a young age that if you just work harder, put in more hours, follow the rules, be patient, that eventually you'll get what

you deserve. But it's just not true. Do

you deserve. But it's just not true. Do

you see how I'm repeating back the beliefs and desires that people have said on sales calls back to them? If you

can describe someone's painoint better than they can, they'll subconsciously believe that you have the solution. The

pain is the pitch. The second P is positioning. And so this is why people

positioning. And so this is why people should choose your brand or your offer over anyone else's. Positioning is how your product is perceived in your consumer's mind. When you have strong

consumer's mind. When you have strong positioning, it increases brand recognition. It lubricates the sales

recognition. It lubricates the sales process and it makes it easier for others to talk about you. And one of my favorite quotes is from Seth Goden. He

says, "Successful brands are built with your customers talking about you, not you talking about you. Marketing is

about creating the conditions for other people to eagerly spread your idea. And

so there's this story of how the legendary copywriter Claude Hopkins went in to save this beer company, Schlitz Beer, and they were dead last in sales.

And it was because they were competing on this positioning of pure beer, that our beer is pure. But the problem was all the other beer companies were had the same messaging. They were all saying that they were pure. And so Claude was

like, "What does pure even mean?" And so he visited the factory and he got a tour of the factory. And what he found out was there was a ton of processes to make sure that their beer was pure. There was

4,000 ft artisian water wells. There was

expensive filters and there was a thousand-year-old mother yeast cell. And

Claude was like, "Why hasn't anyone talked about this before?" And the staff was like, "Well, every beer company does the same thing as us. We all do it." But

Claude said, "No, this is actually really important. This is great

really important. This is great positioning." And so he crafted an

positioning." And so he crafted an advertising campaign around all the different ways and techniques that Schlitz beer was filtering their beer and then they crushed it and became number one in sales. And it's not because they were doing anything

differently. They were just simply

differently. They were just simply stating the facts. But they were the first person to state the facts. And so

it's like, yeah, you can use AI to write for you, but AI can't uncover these hidden advantages and strengths of your clients. So, when you're crafting your

clients. So, when you're crafting your copy and your campaigns, it's on you as the copywriter to dig up these interesting angles and use them. I think

you're beginning to start to see the pattern here of, you know, I haven't even talked about writing at all. It has

all been about research. And that's

because the game is won before the pen is even used. The third P is promise.

And that is what people get when they use your product or service. And it's

not about features or deliverables at all. It's about who you're helping your

all. It's about who you're helping your customer become. It's about what they

customer become. It's about what they want. It's the outcome. Steve Jobs

want. It's the outcome. Steve Jobs

didn't say, "Hey, this product has 5 GB of data." He said,

of data." He said, "Amazing little device holds a thousand songs and it goes right in my pocket."

And so my favorite test for this is the so what test. And so imagine you're selling an artisian rug. Level one is, you know, why should you want an artisian rug? Well, it's a 5x5, you

artisian rug? Well, it's a 5x5, you know, rug made out of silk. It's super

beautiful. So what? Well, it'll be large enough to anchor your room. So what?

Well, your room will feel pulled together rather than random. So what?

When people walk in, the room will feel intentional and clean. So what? Well,

you'll get compliments from people and people will think you're awesome. So

what? You'll feel like someone with great taste and a home worth showing off. Do you see how we've gone from

off. Do you see how we've gone from deliverables to benefit to benefit to core outcome that we want? If you're not clear about what your customers actually want and the core outcome that you're

helping them deliver, then they won't be clear on it either. And if you confuse, you lose. The fourth P is proof. Why

you lose. The fourth P is proof. Why

should I trust you? And proof is evidence that backs up your promise.

Trust is belief with evidence. Belief

without evidence is called faith. And so

there are three types of proof. The

first type of proof is authority by association. And this is when you use an

association. And this is when you use an authority figure as your proof. Elon

Musk says X, Y, and Z. Dr. Soandso says do this. The second type of proof is

do this. The second type of proof is your results. I scaled my business to

your results. I scaled my business to 500k a year and here are the five lessons I learned. I went from making $8 an hour as a barista to becoming a millionaire by 24. Here's how I did it.

And the third type of proof, and this is the most important and strongest type of proof, is your client's stories and results. This is Sabrina. I helped her

results. This is Sabrina. I helped her go from making $50,000 a year as a teacher to making $50,000 a month as a high ticket closer. A key point here is that proof is relative. And so you want

to match the proof with your avatar. And

so if you are selling to a middle-aged 50-year-old Asian woman, then you want to show case studies and proof of other middle-aged Asian women, right? If you

show a case study of a young white kid from Alabama, then it's not going to be as strong as someone who looks and sounds like the middle-aged woman. One

of my favorite exercises to get better at thinking about proof is what I call the deaf and mute test. And so imagine that you're deaf and mute. You can't say anything. You can't explain your point.

anything. You can't explain your point.

You can't argue. All you can do is point at different things. And so you can't point at trusted by industry leaders, but you can point at different logos.

You can't point at proven results, but you can point at a number. You can't

point at highly experienced, but you can point at 400 clients, 11 years in the industry. And so an example for me would

industry. And so an example for me would be like I can't point at I'm a great copywriter, but I can point at wrote ads for a $106 million launch in three days.

The fifth P is priority. Why should

people act now? And there are only two reasons why people act. They want to go towards something pleasurable or away from something painful. I prefer to use pain in my ads because people will jog

towards pleasure but they will sprint away from pain. There are three simple ways to highlight priority. Number one

is scarcity. So there's limited spots.

Number two is urgency. This goes away in x amount of days. And number three is the cost of inaction. And this is my favorite. What happens if you stay on

favorite. What happens if you stay on your current path? Because the gap between where they are and where they want to be, that gap creates deprivation. And deprivation is the

deprivation. And deprivation is the cousin of motivation. And so you can kind of think about it like if you're drowning underwater, you don't casually swim up to the surface. No, you kick and

claw and fight your way up to get air.

Similarly, the stronger the deprivation, the stronger the motivation to take action will be. And the sixth and final P is process. How does your offer work?

If I said, "Hey, I'll help you lose weight." Well, there's many ways I can

weight." Well, there's many ways I can help you do that. I can give you GLP1s.

I can get you on a caloric deficit diet.

I can get you to start doing Pilates. I

can help you train for a marathon. All

of these are different processes to get to the outcome that we want. A good

process does four things. Number one, it explains why other solutions fail.

Number two, it creates a believable path. Number three, it feels different.

path. Number three, it feels different.

And number four, it's easy to understand. And I'll share an example of

understand. And I'll share an example of this in just a second, but a quick way to figure out what your process is is to ask yourself number one, what do most people believe? Number two, why are they

people believe? Number two, why are they wrong? And number three, what do you

wrong? And number three, what do you believe instead? Everyone thinks X, it's

believe instead? Everyone thinks X, it's wrong because Y, and the solution is Z.

Everyone thinks you have to start a business to start making money online, but you can actually get paid without being an influencer or building a whole business. It's called high ticket sales

business. It's called high ticket sales or everyone thinks more activity equals more progress. But you can actually

more progress. But you can actually scale faster by identifying the limiting factor and solving it. We call this the value acceleration method. All right.

So, those are the six Ps. People, who is your offer for? Positioning, why you over others? Promise, what do they get?

over others? Promise, what do they get?

Proof, why trust you? Priority, why act now? And process, how does it work? And

now? And process, how does it work? And

so, I want to share two quick examples of these six Ps and how I turn that into an ad just to show how I think about this. And so, Alex Herozi, the people

this. And so, Alex Herozi, the people that he's targeting are business owners doing over $500,000 a year in revenue.

The positioning is we teach you what's working in our portfolio companies. The

promise is learn the one to three things to scale past your current level. The

proof is last year my portfolio generated over $250 million in aggregate revenue. The priority is if you don't

revenue. The priority is if you don't act then all problems route to you and you don't have a business, you have a job and our workshops get booked out.

The process is see how we scale using the value acceleration method which is the compilation of all the stuff I've done across all the different industries. And so if we know that those

industries. And so if we know that those are the six Ps for Alexi, the ad almost writes itself once we know all of those P's. So here's an example ad. If your

P's. So here's an example ad. If your

business is doing between 1 to $3 million a year in revenue, then you're in what we call the swamp, which means you're too busy to work on the business because you're drowning in the business, but you don't have enough cash to hire

the key hires you need. So, you're stuck in a vicious cycle. You can't grow without help, and you can't afford help without growth. So, what do you do?

without growth. So, what do you do?

These are all the symptoms of having keyman risk. And in order to build a

keyman risk. And in order to build a more scalable company, growth can't fully depend on you. That's exactly what we help business owners do at our scaling workshops. If you're a business

scaling workshops. If you're a business owner, I'd like to invite you out to our headquarters here in Vegas to see how we scale using the value acceleration method, which is the compilation of all the stuff I've done across all the

different industries. And if that sounds

different industries. And if that sounds interesting, you can click below, book a call, and I'd love to potentially meet you and see you in person. So, we call out who he's targeting, business owners doing over $1 to $3 million a year. We

tell them why they should want to solve this problem so they can get out of their vicious cycle of being in the swamp. We make the promise that we'll

swamp. We make the promise that we'll solve the one to three things that are bottlenecking your business. We talk

about the process, which is the value acceleration method, and then we give proof that he's done it across all the different industries. The second example

different industries. The second example is for Shelby Sap and Shelby runs an offer that helps women get into high ticket sales and it's a little bit more of an unsophisticated audience. What I

mean by that is these are women who haven't been sold or marketed a lot of business opportunity offers unlike Alex's B2B audience. And so rather than leaning on a specific process like the

value acceleration method, the actual process is the opportunity vehicle itself, high ticket sales. So here's an example. If you don't want to quit your

example. If you don't want to quit your job to start something new, but you want to make more money, then this is your sign to get into high ticket sales. My

name is Shelby Sap, and I went from making $8 an hour as a barista to being a millionaire at 24 years old. And I'm

in a sales industry that very few people understand. It's called high ticket

understand. It's called high ticket sales. You don't need to go into an

sales. You don't need to go into an office. You don't need to work a 9 to5.

office. You don't need to work a 9 to5.

You don't even need to have sales experience in order to get started. and

has helped me move into my dream home on the water, drive my dream Porsche, and buy multiple investment properties. High

ticket sales is the best sales opportunity for women to start making extra money by taking these high ticket calls from anywhere in the world. Yes,

you can work remote, choose your own hours, and close expensive deals for some of the best online coaches and creators. There is not a better

creators. There is not a better opportunity in the world to start stacking your savings. So, if you give me 60 minutes this Tuesday, I'm inviting you to register for my live high ticket

sales master class for free. It's only

for women, and I'm going to personally show you how to start closing high ticket deals and how to land on your first offer. So, click the button below

first offer. So, click the button below to register and secure your spot for this Tuesday at 8:00 p.m. Eastern. Do

you see how all the pieces are starting to come together? It's not about the words, it's about the thinking behind the words. And I want to stress the

the words. And I want to stress the importance of this because if you understand the six Ps of copy thinking, you'll never grow broke. This is how you build campaigns. This is how you

build campaigns. This is how you position products. This is how you scale

position products. This is how you scale brands. If you understand how to think,

brands. If you understand how to think, the world is yours. Man, I can probably stop here and that'll be the course. But

let's keep going. Once you know how to think like a copywriter, the next step you have to take is how do you write like a copywriter? These are my five C's for writing on the internet. And I like to call this real world writing because

in school you're taught that you have to write five paragraph essays and use big words and long sentences to sound smart and that you can't use me or you or I or

any first person adjectives. And a

teacher is paid to read your writing.

But in real life, it's the complete opposite. It's not about how smart you

opposite. It's not about how smart you are as the writer. It's about how smart the reader feels. And nobody owes you their attention. I like to operate from

their attention. I like to operate from the lens that everyone who reads my stuff is busy, distracted, and has a below fifth grade reading level. And so

the first C is to be clear. They cannot

buy from you or be persuaded from you if they don't understand what you're trying to say. And one of my favorite ways to

to say. And one of my favorite ways to write more clearly is not to try and write more clearly, but to remove anything that's unclear. We start from the end and work our way to the front.

And one of my favorite tests for whether my writing is clear or not is what I call the firefighter test. And so

imagine that you're in a house and there's a fire downstairs. And there's

people on the upstairs level that you have to warn. And you go up there and you run upstairs and you say, "Hey guys, I need to tell you something. Um, you

know, there's a situation going down downstairs that um, you know, uh, we may need to think about and we kind of have to act quickly. Um, are you guys

listening?" Okay. So, there may or may

listening?" Okay. So, there may or may not be a fire downstairs, and I don't know how big it is, but we should we should probably do something. That is

horrible, terrible, super unclear. Now,

imagine you run upstairs and say, "Hey guys, there's a fire downstairs. I need

you to open the window and jump out."

You see how much more clear that is? And

so, pro tip, use Hemingway app. It's a

free tool. I'm not affiliated with it in any way, but basically you can paste your writing into Hemingway and it will grade your writing level and show you the specific sentences and words that you should cut or rewrite to make it

more clear. The second C is concise. You

more clear. The second C is concise. You

want to have writing that has no wasted words. In school, you're rewarded for

words. In school, you're rewarded for hitting that like 500word count or whatever, but again, in the real world, no one owes you their attention. And so,

I like to pretend that every word that I write costs $10. And so the question I always ask myself before I publish any piece of writing is what can I cut without removing quality or

understanding? And one of my favorite

understanding? And one of my favorite ways to get better at writing more concisely is to write tweets. And so for the beginning of my career, I used to write 10 plus tweets a day for 6 months

straight because what Twitter does, I guess it's called X nowadays, is there's a 280 character limit. And so it forces you to be concise. I think the beauty of also writing on Twitter is it becomes a

foundation for everything else. And so I see Twitter as my idea playground. I

like to test a bunch of ideas because you don't get penalized for posting 10 20 times a day. And so what you can do is you can see what ideas or angles resonate on Twitter and then turn those into ad hooks, turn those into points

for a YouTube video, turn those into short scripts. And so Twitter becomes a

short scripts. And so Twitter becomes a foundation for all the other content.

The third C is concrete. And this is where you want to make your writing visualizable. You want your readers to

visualizable. You want your readers to be able to picture what you're writing in their heads. And so instead of saying, "We help business owners grow," you can say, "We took a roofing company

from 14 leads a month to 70 leads a month." I think a big thing here is when

month." I think a big thing here is when you are trying to describe something big and amorphous, for example, like love, it makes sense to zoom in because if you say, "I love you," it it it's hard to

picture that. What does that mean,

picture that. What does that mean, right? But if you say, you know,

right? But if you say, you know, sometimes I wake up and I put my hand out next to the bed and you're not there and I open my eyes and you're not there and I roll over and I sniff your pillow

because it smells like you. It reminds

me of of you. That's more visualizable, right? I'm not saying that all your

right? I'm not saying that all your writing has to be visualizable, but when you are trying to articulate or describe something meaningful, like an emotion, it makes sense to zoom in and try and think about how people will picture this

in their head. The fourth C is conversational. And so this is really

conversational. And so this is really just about making your reading readable for your avatar. And so one of the like biggest mistakes I see people make when they're writing specifically for social

media is they take a lot of habits that they learned in school and they apply it to LinkedIn posts or or Twitter posts.

And it reads very corporate and and robotic. But if you read the writing out

robotic. But if you read the writing out loud, it's just not how anyone talks.

And so what you want to do is match your writing with your reader inroup. Meaning

if you're talking to 20-year-old college students, then you want to use the same lingo and language that they're using.

The party was positively pushing P.

That's cap, your honor. It's giving

leading questions so that they trust you. And if you're talking to 50-year-old lawyers, then you probably want to use different language and lingo that they use. And this is why understanding your people, who you're

talking to is so important because if you're talking to 20-year-old college students, then please don't hesitate to reach out becomes just text me if you need anything. The fifth C is cadence.

need anything. The fifth C is cadence.

You want your writing to read almost like music. If you have the same run-on

like music. If you have the same run-on droning sentences, then your reader will be bored out of their mind. And people

who are bored usually don't buy. And so

I'm going to put up on screen Gary Pvost's Write Like Music. It is my favorite example of what writing with cadence means. This sentence has five

cadence means. This sentence has five words. Here are five more words.

words. Here are five more words.

Fiveword sentences are fine, but several together become monotonous. Listen to

what is happening. The writing is getting boring. The sound of it drones.

getting boring. The sound of it drones.

It's like a stuck record. The ear

demands some variety. Now listen. I vary

the sentence length and I create music.

Music. The writing sings. It has a pleasant rhythm, a lil, a harmony. I use

short sentences and I use sentences of medium length. And sometimes when I am

medium length. And sometimes when I am certain the reader is rested, I will engage him with a sentence of considerable length. A sentence that

considerable length. A sentence that burns with energy and builds with all the impetus of a crescendo, the roll of the drums, the crash of the symbols, sounds that say, "Listen to this. It is

important." So write with a combination of short, medium, and long sentences.

Create a sound that pleases the reader's ear. Don't just write words, write

ear. Don't just write words, write music. And so, two quick tests to write

music. And so, two quick tests to write with more cadence. Number one is to read your writing out loud after you've written it. If there's anywhere that you

written it. If there's anywhere that you stumble or sounds unclear, rewrite it.

The second test is if you squint your eyes and only look at the outline of your writing, you can actually look at the shape of the the sentences. Does it

vary or is everything in one straight line or does it does it have like a choppy Z? I think the big point here

choppy Z? I think the big point here about the five C's of writing for the internet is we are not trying to win awards for poetry, we're not trying to entertain the reader. We're simply

trying to be clear. The best copywriting is like the windows in a mall. It's

see-through. You're not trying to see the window. You're trying to see the

the window. You're trying to see the stuff in the store. Similarly, the best copy does not draw attention to the writing itself. It acts like a window to

writing itself. It acts like a window to what the offer is. I know that was a lot. Are you still with me? Let's dive

lot. Are you still with me? Let's dive

into hooks, bodies, and call to actions next, and then we'll talk about how to make money with copywriting. The

advertiser David Oglevie once wrote, "The average person reads five times as many headlines as they do bodies of copy." And so, when you've written your

copy." And so, when you've written your headline, you spend 80 cents out of your dollar in advertising. It's not an overexaggeration to say your hook determines probably 90% of your post's performance. And so, while there are

performance. And so, while there are many different ways you can write a hook, and I'm not going to pretend I can share all of them in this video, I will share the hook formula that's worked the best for me. And hopefully it helps you.

And the formula is that virality equals benefit time relevance time credibility divided by perceived effort. Let me

explain. Benefit is why people should care. What are they going to get from

care. What are they going to get from reading this piece of content or copy?

Relevance is how many people this piece of work applies to. Credibility is why they should listen to you. And perceived

effort is how much effort it takes to both read the piece of content and also implement it. And so one of my favorite

implement it. And so one of my favorite examples of what this viral hook formula looks like in practice is a Twitter thread that I wrote for Noah Kagan a few years ago. It says, "I was employee

years ago. It says, "I was employee number 30 at Facebook. Then I got fired.

For a long time, I was bitter that they let me go. But the lessons I learned from Mark and Facebook helped me build a $100 million a year company. 10 lessons

I learned from working directly under Mark Zuckerberg. And so the credibility

Mark Zuckerberg. And so the credibility is that he worked as employee number 30 for Facebook. The benefit is that you

for Facebook. The benefit is that you are going to learn the 10 lessons he learned. The relevance is that 10

learned. The relevance is that 10 lessons can be applied to pretty much anyone. And the perceived effort is

anyone. And the perceived effort is super high because almost never get access to Mark Zuckerberg. And so

instead of having to have access to them, you can read this thread. For the

body of a post, again, there are many different ways you can write a body. It

just depends on what you're writing. But

there are two universal frameworks that I like to use when I'm writing posts or like to at least think about. The first

is the what, why, how. And this is typically for educational content. And

so step one is what is the point you're trying to make. Step two is why people should care. And step three is how do

should care. And step three is how do they implement it? And so, for example, you should drink more water. That's the

what. Why? Because drinking more water helps you think more clearly, speak more articulately, makes your skin glow, and you feel more energized. How do you do it? Well, before every meal, drink an 8

it? Well, before every meal, drink an 8 oz glass of water. And that will be 24 ounces of water every day. And that is more than enough to get started. You can

actually read in my books. I like to use this to structure chapters. Is what is the point I'm trying to make? Why should

people care? and how do you actually implement it. The second framework is

implement it. The second framework is the but therefore framework. And this is mainly more for storytelling content.

When most people tell stories, they tell it very linearly, right? I woke up and then I brushed my teeth and then I changed my clothes and then I went to the grocery store and then I forgot my

keys at home and so I had to go home.

Right? Very boring story. There's no

tension. There's no story arc. It's just

a a straight line. If you use the but therefore method, then you're naturally going to create more tension and surprise. I woke up and went to the

surprise. I woke up and went to the grocery store, but I forgot my keys at home. Therefore, I went back home, but I

home. Therefore, I went back home, but I realized that someone was in my kitchen, right? It creates this natural story arc

right? It creates this natural story arc because you're flipping back and forth.

Call to actions or CTAs. There's again a ton of formulas, but I think the number one point here is we're not trying to be influencers. we're trying to grow our

influencers. we're trying to grow our business or get something out of content. And so CTAs are super

content. And so CTAs are super important. What do we want people to do

important. What do we want people to do next? And I like to use a who, what,

next? And I like to use a who, what, when, how framework for my CTAs. So you

state who you're looking for, what they need to do, when they need to do it by, and how they should do it. For example,

if you're a copywriter starting from zero and you want to learn how to sign your first high-paying client in the next 90 days, click the link below to download my free workbook and you'll be

able to fill it out in 20 minutes and get more clarity on how to get better at copyrightiting. That's a CTA. Remember,

copyrightiting. That's a CTA. Remember,

one CTA to one avatar to one offer. So,

how do you get better at copyrightiting?

The secret to getting better at copywriting is, drum roll please, to read great writing and write more. I

know, crazy. But there really isn't any other secret. When I first started to

other secret. When I first started to get into copyrightiting, I immersed myself in the world. I tried to find every copyrightiting book that I could find. I read old advertisements every

find. I read old advertisements every day. I would listen to podcasts about

day. I would listen to podcasts about copyrightiting and YouTube videos about copyrightiting while I was in the line at my cafeteria in my school. I created

a swipe file of every piece of content or hook that captured my attention and then spent time analyzing why they captured my attention. I did copy work which is when you read writing and then

handcopy the words on a separate notebook to understand the rhythm of what good writing looks like. Every

single day I wrote 10 plus tweets for 6 months. And I worked at three

months. And I worked at three copyrightiting agencies before I started my own so I could learn and practice the skill while also getting a peak at what the agency was doing and how it operated. Yes, this is going to take

operated. Yes, this is going to take time. Yes, it's tedious. Yes, when you

time. Yes, it's tedious. Yes, when you do copy work, your hand is going to start to cramp, but that is the point.

You don't want to just skip this part and make money. You want the skill. And

this is why like lottery winners go broke again. It's because it wasn't

broke again. It's because it wasn't about the money. It was about who you had to become to earn that money. I've

always said, I don't want financial security. I want financial confidence. I

security. I want financial confidence. I

want the confidence in knowing that if I lost everything, I could get back to where I was over and over and over again because of the skill set that I have.

All right, time for the juicy stuff. How

do you make money from copyrightiting?

So, fundamentally, if you want to make money online, there's three parts to it.

You have traffic, you have conversion, and you have an offer. You need people, you need to sell them something, and you need to have something to sell. And so

copywriting helps you with all three parts of that funnel. And so if we were to break this down into a funnel, you have usually social media content or paid ads, right? And so you can specialize in writing shorts or

Instagram reels for business owners. You

can specialize in writing YouTube scripts for business owners. You can

specialize in writing paid ads for business owners. That's traffic. You

business owners. That's traffic. You

have to get people in the door. The

second part is conversion. Once you get attention on social media and you get attention through ads, it usually funnels somewhere. Usually an email list

funnels somewhere. Usually an email list or a webinar or a VSSL, which is a video sales letter. It's simply the video that

sales letter. It's simply the video that you put on a landing page or the landing page. All of those different things you

page. All of those different things you can write copy for. Usually people

bundle it up because it's part of one process. They bundle it up and I say, I

process. They bundle it up and I say, I do all of that. But you can start with just one of these things and specialize in that. And then that conversion has to

in that. And then that conversion has to funnel to an offer and someone has to create an offer. And so if you learn how to think about copyrightiting, if you learn the six Ps, when you craft offers, you'll be better than the average

business owner and you can help them shape what that offer looks like to be more valuable. So you can do social

more valuable. So you can do social media ghost writing, you can be an ad copywriter, you can be an email marketing specialist, you can be a VSSL webinar specialist, you can be a growth operator and partner with influencers

and build the backend of their businesses and say, "You do the influencing, you get the traffic, and I'll build everything else." I think the big rule here is to try and go high

ticket. If you work with richer people,

ticket. If you work with richer people, they tend to pay better. They tend to be better clients, easier to work with, understand your value. If I were starting over, I would probably pick two

niches right now. Number one is the tech and startups lane. I would either write launch videos or help them with run ads.

We're in like a tech bubble right now and so people are raising a ton of money needing to spend that money on marketing and they're not they don't know what to do with it. And so I would come in and be like, I'll help you spend this ad budget, this marketing budget, and I'll

write the ads. I just take a percentage of what I make you. The second niche that I consider is the info space. I

would try and partner with info brands and position myself as an email copywriter and say, "Hey, I'll write a email sequence for you completely for free upfront, but I'll take 10 to 15% of all the revenue that I generate you

through email." And if you're like,

through email." And if you're like, "Okay, yeah, Jay, easy to say. Just

charge more and and go high ticket, but like how do you actually do that?" Well,

let me tell you. To make more money and to be able to charge more, you need to create more value. What is value? Well,

value is created through three main ways. You can save people time. You can

ways. You can save people time. You can

make people more money. Or you can reduce their risk. For example, if I said, I will write an email sequence for you in the next 14 days completely by myself and I'll help you generate

$100,000 or I'll work for free. That's a

pretty no-brainer offer. And if they don't take your offer, there's usually three reasons why. And this is a checklist that I go through. Number one,

am I making it hard to say yes? How can

I reduce the time investment on their end? Number two, am I not showing how

end? Number two, am I not showing how I'd make them money? Maybe I have to explain it better. Number three, do they not think I can do it? Maybe I need to show more proof or results. And so, if

you play around with the three vectors of value, speed, risk, and ease, you're able to create a more irresistible offer and charge more. If you're like, "Whoa, whoa, whoa, back up Jay. I'm just trying to learn copyrightiting right now was

way too overwhelming. Number one, I apologize. I think I am starting to

apologize. I think I am starting to suffer the the consequences of the curse of knowledge. Meaning, I've been in this

of knowledge. Meaning, I've been in this industry for the last 5 plus years. I'm

starting to forget a little bit of what it's like to be a beginner. And so,

there are gaps that I probably didn't explain super well. So, if you are an absolute beginner, this is what I'd recommend. Number one, study

recommend. Number one, study copywriting. Watch courses, watch

copywriting. Watch courses, watch YouTube videos, listen to podcasts, do copy work. Number two is practice in

copy work. Number two is practice in public. Start a Twitter account, start a

public. Start a Twitter account, start a LinkedIn account, and basically document your learning in real time. You know, I just read the boron letters. Here's the

lesson that I learned. Here's day one of doing copy work. Here's day two of doing copy work. Here's day three of doing

copy work. Here's day three of doing copy work. Show your results in public

copy work. Show your results in public because this increases your surface area for serendipity. Number three, I would

for serendipity. Number three, I would work for an agency. I think there is no better way to spend time practicing your craft and make money from it while not having to go out and hunt for clients.

Number four, once you do leave the agency, what I do to get my first client is work for free. I'd say, "Hey, you know, being upfront, I don't have a ton of case studies. I want you to be my case study, and so I'm willing to do

this work for you for free upfront. Once

you have some case studies, then I would focus on charging money." All right. How

do you get clients? If you have no money, then you should have no shame.

And so, when I was starting out, I was 17 years old, and I had no degree. I had

no experience. And I didn't want people to think of me as this 17-year-old kid who had no experience and use that against me. They'd be like they they

against me. They'd be like they they they'd lowball me. They'd take advantage of me. And so what I did is I would show

of me. And so what I did is I would show up to sales calls with a Google Slides presentation of all the things that I would do for them. So I'd basically do the work up front. I would give specific

ideas that I would implement for them to make it a no-brainer for them to say yes. And so the big idea here is if you

yes. And so the big idea here is if you want to get an opportunity, you need to show two things. Number one, that you want the opportunity. And number two, that you can do the opportunity. And the

best way to show both of those things is to do the work upfront. My favorite

question of all time is, how can I make this a no-brainer for the other person?

How can I reduce the friction it takes for them to say yes? And so I want to read an excerpt of my new book, Work with the Best, on the tag method. how I

use this approach to land a $150,000 job as a 17-year-old kid with a ninef figureure CEO because if I was starting over from scratch, this is the playbook that I would run over and over and over

again. So, I got my author copy of work

again. So, I got my author copy of work with the best. You can see the the author copy and I want to read this to you. So, this is called the tag method

you. So, this is called the tag method and I learned this from Charlie Hoen who was the director of special projects for Tim Ferrris and eventually started his own business. The tag method starts with

own business. The tag method starts with T, which is Target. I found out that Noah Kagan, who ran AppSumo, 9Figure Company, was looking for help growing his newsletter in preparation for his book launch. I had followed him on

book launch. I had followed him on Twitter and watched a ton of his YouTube videos, so I was familiar with his work and knew his career was the direction I wanted to go. The A is audit. I didn't

know Noah's background that deeply, so I spent 50 hours researching everything I could about him and his business. I

Googled Noah Kagan and scrolled all the way down and went to the second and third page of results. I watched his oldest YouTube videos from over a decade ago. I listened to the podcast

ago. I listened to the podcast interviews he went on. I figured out the backstory of Absumo, the key people in his life, his best friends, things people had said about him, things he'd said about himself in old interviews. I

wanted to understand how he thought, what he cared about, and what his priorities were. Then I audited his

priorities were. Then I audited his newsletter from top to bottom. I asked

myself, if I had this job, what would be the first thing I do to put together a strategy? I tried to answer every

strategy? I tried to answer every question that I could think of. How big

was his email list? What platform was he hosting it on? What did his landing page look like? And what was the first thing

look like? And what was the first thing a visitor saw? How did people sign up?

What was the welcome email? Where were

subscribers coming from? What social

platforms was he promoting it on? And

which ones was he ignoring? Where was he being consistent? Where was he not? What

being consistent? Where was he not? What

were other creators in the space doing that we could learn from? I pulled the similar web data on his traffic sources.

I looked at what percentage of his traffic was coming from each platform. I

could see that Twitter and LinkedIn had a ton of room for growth that he wasn't taking advantage of. And then the G is gift. Once I had all the research, I

gift. Once I had all the research, I needed to turn it into something Noah could look at and immediately understand. So, I built a 19 slide deck

understand. So, I built a 19 slide deck in Google Slides. It was purposely scrappyl looking because I knew Noah valued people who were real and approachable, not corporate and button-uped. And I made it visual and

button-uped. And I made it visual and skimable because I knew he was a busy guy who probably wouldn't read a 10-page memo. Then to remove any remaining

memo. Then to remove any remaining doubt, I created nine pieces of ready to publish social media content that he could post right now to test whether I knew what I was talking about. He loved

it and I became his head of content at 17 years old. If you want to land a client, the pitch deck strategy is one of the best approaches you can use because it shows that you are a hungry,

ambitious, high agency person. And it

also demonstrates your competence upfront. It makes it super easy to say

upfront. It makes it super easy to say yes because so they can open the Google slides on their phone quickly scroll through and figure out whether you know what you're talking about or not. And so

if you're interested in seeing more about the pitch deck that I created for Noah Kagan, I also created it for acquisition.com and also for Beehive, the very first internship that I got.

All of those are linked below in the description. I highly recommend checking

description. I highly recommend checking it out. I know that was a lot. I

it out. I know that was a lot. I

basically just word vomited a bunch of information at you and I appreciate you for making it to this far in the video.

I think the big idea here is to just start. Start messy. Start imperfectly.

start. Start messy. Start imperfectly.

You know, I started learning copyrighting when I was 15, and I think, you know, I'm 20 now, and I still think I have a long way to go to figuring out how to be great at it. And so, just realize that this is a long game, and

that most importantly, it'll be worth it. I don't think I've ever met someone

it. I don't think I've ever met someone who said they regretted learning copyrightiting because no matter what you do, fundamentally, you will not get poorer from learning how to communicate

and and write persuasively. I think the last point I'll make here is that when you feel discouraged, when you feel that things aren't going your way, I want you to ask yourself two questions. Number

one, does giving up increase the likelihood that I get what I want? And

number two, what story do I want to tell at the end of this? Do I want to say that things were hard and that I gave up or that things were hard and I kept going, that I won anyway because I'm a

winner? And so remember that this is a

winner? And so remember that this is a long game and you cannot lose if you do not quit. I'm rooting for you.

not quit. I'm rooting for you.