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(dramatic music)
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- [Dan] What I'm gonna do is,
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I'll go through some of
the concepts then maybe
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in the second half I'll
actually critique some
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of these materials, sound good?
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In fact after today you will be able
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to critique these materials yourself.
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Cause most of them suck.
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They don't work.
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But you will know by the end
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of the workshop why they don't work
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and what to do instead.
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You'll know way more about
the power of the written words
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than 99 percent of
business owners out there.
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Sound good?
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Cool, so here's how it's going to work.
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So how to turn words into cash.
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Now what am I talking about?
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I'm talking about the
skill of copywriting.
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So let me ask you a good
question first of all.
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When I say this most
entrepreneurs have no clue
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what exactly is copywriting.
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Are you thinking trademark?
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Like copyright, R-I-G-H-T?
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No, so tell me from your point of view
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what exactly is copywriting?
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Just yell the answer.
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- [Audience Member] Click bait.
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- Click bait.
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- [Male Audience Member] Writing copy.
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- What do you mean?
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- [Male Audience Member] Marketing.
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Marketing, okay.
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- [Male Audience Member] Writing in a way
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that's convincing people to do something.
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- Writing in a way that's
convincing people to do something.
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Not bad yes.
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- [Female Audience
Member] Persuasive copy.
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- Persuasive copy yes.
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- [Male Audience Member]
Modeling something
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that already works and replacing
it with your own content.
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- Okay model something that already works
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and replace it with your own content, yes.
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- [Male Audience Member] Get them excited,
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influencing them to take action or buy.
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- Okay motivate them, get
them excited to buy, yes.
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- [Female Audience Member]
It's written communication.
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- Written communication.
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- [Female Audience Member]
to express the value.
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- To express the value.
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Now notice, here a lot
of different definitions.
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Yes?
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That's the first issue.
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Cause people get confused.
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Is it marketing?
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Is it advertising?
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Is it the written word?
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Is it to get them excited?
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Exactly what do I do with this thing?
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So is it beneficial to
just let's define it
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as a first step, yes?
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So there's no confusion.
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So what exactly is copywriting?
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The old definition of copywriting
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by many, many good
copywriters from the past
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when talking about 20, 30, 50 years ago
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is copywriting is salesmanship in print.
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Ladies it can also be
saleswomanship in print.
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Just for now the old definition is
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copywriting is salesmanship in print.
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Now the key word being there is sales.
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What's the key word?
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- [Audience] Sales.
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- Now sales, it means it's writing
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that has only one purpose.
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And is to what?
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- [Audience] Sell.
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- Sell, is to sell.
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It is to sell.
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So salesmanship in print.
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And I think that is a
pretty good definition
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but I think it's a little
bit out of date compared
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to now we also have social media,
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Facebook, a lot of different things.
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When copywriter's, marketer's came up
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with that definition many years ago,
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we were talking about printed advertising.
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We are talking about
direct mail sales letters
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but now there are so many
other forms of media, yes?
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- [Audience] Yes.
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So here's my new
definition, write this down.
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Copywriting is using the written word,
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using the what?
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- [Audience] Written word.
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- Written word to start and
enhance or extend a relationship
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with a customer that includes salesmanship
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or saleswomanship in print.
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I'll say that again.
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Copywriting is using the
written word to start, enhance
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or extend a relationship with a customer
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that includes salesmanship in print.
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Okay that's the new definition.
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New definition.
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How many of you like
this definition better?
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Okay it covers a broader spectrum.
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Start, enhance or extend a relationship.
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You got it?
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Okay.
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So with copywriting, so
why is that important?
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Who could tell me?
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Why is that important?
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- [Male Audience Member] Because you need
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to know the objective exactly.
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- Okay, you need to
know the objective, okay
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but why is copywriting important?
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- [Male Audience Member]
To get your message across.
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- To get your message out there, okay.
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- [Male Audience Member]
Building relationship.
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- Building relationship, okay.
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- [Female Audience
Member] It's like dating.
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- It's like dating, how?
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- [Female Audience
Member] Because you start
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in a relationship,
enhance the relationship,
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and extend a relationship
and when you finally,
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whatever your base is, I guess.
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- No but why is that important?
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Why is copywriting important?
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- [Male Audience Member] I
believe because it's selling
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and it can sell by itself.
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You can distribute it and
it's working by itself.
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- Getting close, getting close.
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- [Male Audience Member] Credibility.
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- Credibility, part of it.
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- [Male Audience Member]
Reminders interest.
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- [Female Audience Member] Engaging.
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- Okay let me rephrase the question,
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How does that relate to making money?
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Why's it important?
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- [Female Audience
Member] It's influencing.
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- Influencing, yes.
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- [Male Audience Member]
Inspiring people to take action.
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- Yes but why not just
sales, why copywriting?
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- [Male Audience Member] It's scalable.
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- It's what?
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- [Male Audience Member] It's scalable.
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- Good answer.
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Here's the thing, how many
of you were here last month
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when I did the public speaking workshop?
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Remember what I said,
communication equals what wealth.
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Write this down,
communication equals wealth.
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So if communication equals wealth,
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it means the more people
you communicate to,
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you deliver your value to,
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the more money you're gonna make, yes?
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- [Audience] Yes.
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- So if you're selling
one-on-one what's your ratio?
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It's what?
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- [Audience] One to one.
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- One to one.
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If you're selling to one to
50, 100 your ratio is what?
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- 100.
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Now but with copywriting,
what is your ratio?
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- [Audience Member] Thousands.
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- You guys here that?
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Chi-ching.
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(audience laughter)
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Somebody just bought
something from my website
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and I'm not there selling
without my physical presence.
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Another chi-ching, somebody
just bought something
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from my website.
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I'm not there, it's simply
the power of my written words.
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You think of all the forms of
communication skill, sales.
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How many have heard of the saying,
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sales is the number one ability
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that an entrepreneur needs to have yes?
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And I agree to start with.
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You can't even sell one-on-one,
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forget about being an entrepreneur.
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Forget about being a
successful entrepreneur.
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And then once you develop that
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if you're good then you might one to many.
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Now I'm talking one to
many, many, many more
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without you being there
and that's the power
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of the written words because
of the word leverage.
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What's the word?
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- [Audience] Leverage.
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- And it's 24-7.
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And it's 24-7.
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And what's fascinating is this,
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as important as this skill
I believe of all the skills
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of business copywriting is
one of the most valuable.
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And it's the one that has made
me the most amount of money.
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And one of the least understood
and least appreciated.
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One of the least understood
and least appreciated.
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Because whenever I talk about copywriting,
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first of all people are
not interested in it.
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They're just not interested in it.
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You talk to an entrepreneur, yes I want
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to learn how to sell, great.
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Copywriting, what the hell is that?
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I'm not a writer, no.
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But they spend hundreds,
thousands, ten's of thousands
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of dollars on driving traffic,
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on running their ads, on
media but they never look
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at does the copy actually
work and convert.
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They will spend 10,000
for marketing budget.
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They will not spend 1,000 on their copy.
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Puzzles me.
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Least understood and least appreciated
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and with entrepreneurs they
don't understand the power
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of the written words.
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But with you after today,
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I think you'll see this
is an area you need
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to pay attention to.
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Regardless of what marketing you do.
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Regardless, make sense?
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So least understood, least appreciated
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and that's the good news.
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That's actually the good news, why?
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- [Audience] We're going to learn it.
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- And I'm not asking you to be,
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how many of you believe
you're not a good writer?
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Just be honest writing is not my thing.
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Okay I'm more like a verbal communicator.
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Yes, I'm not asking you to be a writer.
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My goal for this workshop is for you
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to just know enough that you would be able
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to tell the difference between
bad copy and good copy.
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That's my goal for you.
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So then when you hire a professional
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or you work with somebody or
you're doing your own copy,
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you will know okay yeah
that's no that doesn't work.
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So then other writers or things like that,
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they cannot bullshit you,
does that make sense?
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So just know enough that
you know the difference,
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maybe you cannot write good copy
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but you can see for sure
that's not good copy.
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I got to fix that.
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How many follow what I'm saying?
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Yes, so that's my goal.
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- [Announcer] 10 times your finances.
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10 times your business.
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10 times your marketing.
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10 times your life.
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