LEGO Copywriting

Welcome back to the list building lifestyle. I’m your host, Igor Kheifets. In this short episode, I’d like to give you a tidbit from a coaching talk I’ve done with my high level students, where I broke down. How come copywriting is not this mysterious, weird, almost mythical skill, and an art and almost black wood of magic? But rather, it’s a very scientific kind of thing that has patterns and templates that you can use to successfully leverage copywriting in order to get people to send you money from across the internet. And when I finally understood that, and again, I’ll tell you the story on this podcast exactly why it became clear to me, which I think will also help you gain some clarity about it. I think the moment I understood that, I stopped being afraid of copywriting. And I started utilizing that to my advantage. And I remember when learning this for the very first time, I even felt the audacity of getting other people to pay me money to write their copy for them. And so as soon as I realized the secret, the first thing I’ve done besides starting to write copy for myself, was I went out, and I and I, and I and I had a friend at the time, Jason, and I basically told him, Hey, Jason, I know you got a product coming up, I’ll write your copy for $750. Now, to me at the time, 750 bucks was almost like a full month worth of income in my hotel room cleaning job. I was working housekeeping at the time. And Jason, you know, to him for a product that would cost $250. That meant that he only needed to make three sales to break even on my fee. So he said, you know what? Sure, because Jason hated to write copy, and most people hate writing copy. So I wrote him a copy for the front end offer. Then he said he had an idea for an upsell, I charged him another 500 bucks to write the upsell copy. So I went ahead and made a full time income, which was for me full time at the time, in a matter of just a few days. And he ended up launching a product and actually the product sold like crazy to his list. And that made me realize that copywriting might not be the easiest thing in the world. But it certainly has rules. It certainly has templates, and certainly has certain behavioral commonalities. That old great copywriters, and old great copywriting pieces share and the moment you know what to look for, you can’t really unseen it. So in the next five minutes, I’ll actually bring you into this vision of what you need to look for when you’re analyzing other people’s copy. So you can make your copywriting into what I call a Lego exercise. And I’ll explain more about that in this episode. So enjoy it.

02:57

I’m Igor Kheifets and this is the list building lifestyle. The podcast for anyone who wants to build a wildly profitable email list working from home. If you’d like to make six figures travel the world and help people improve their lives in the process. This podcast is for you. I also invite you to claim a free copy of my bestselling book the list building lifestyle Confessions of an email millionaire at www.igorsbook.com. Get the free book plus $3,000 bonus package that includes my best capture page templates, email swipe files, and traffic blueprints. Visit www.igorsbook.com for details. And now it’s time to claim your list building lifestyle.

03:42

When I was just getting into copywriting, I didn’t necessarily understand why it happened. I just saw it happen. I just saw how people put boards on a website and other people went on to give them money or support their causes or take surveys or sign up on email lists or do something and I always found that to be fascinating. You basically talk about things that matter to them around a niche or topic or an idea or market that you chose to go into and that’s how you start you know developing a relationship communication you know, putting words on paper this is this is why I love copywriting one of the reasons I’ve always been fascinated with the idea of copywriting or with the skill of copywriting is because you put words on paper that make people do stuff and that came as a result of reading Dan Kennedy’s book that’s called The Ultimate Sales Letter. I don’t think it’s a great copywriting book per se. There are much better copywriting books out there like with more specific words you can be using and different techniques but this book is the best to help you understand one thing about copywriting that changes the game and that is that nearly all copy nearly all marketing copy email, text messages, sales pages, video sales letters, webinars, anything any kind of copy Facebook posts, any kind of ad you see they all have templates and patterns. And the moment you understand these patterns and templates, you can write any copy for any market and very easy. Dan Kennedy tells this great story about a seminar he did with Gary Halbert, who used to be a much respected copywriter. And he said, so we’re doing the seminar and it’s a panel, which means there’s like several different copywriters on stage and people in the audience are supposed to either tell us about their business or just give us an idea and we write copy for them in front of the audience on the whiteboard or whatnot. And so he knows then Kennedy is the one hosting and he knows Gary Halbert is the next in line. Now he turns to look at Halbert and Halbert is sleeping. People paid five grand to be there. And here’s like asleep, you know, and he’s about to come on. And then it’s like, boy, you know, so this guy starts explaining about the different things about his business, this, he’s in the golf space and teaches golfers how to golf and how they’re still asleep. So the person in the audience finishes and somebody nudges the helper like, he’s like, he wakes up, he stands up, and he walks up to the whiteboard. And he just writes an incredible headline in 10 seconds, and then another opener in like 10 more seconds. Because, you know, it’s always about how to benefit without the thing you hate. So the guys, you know, whoever’s asking for help with their copies of golf, how to slice three strokes off your game before launch without any expensive golfing equipment or more coaching. That’s it, that’s like a great headline. And so the moment I kind of figured that out that headlines have patterns and templates that openers have that the guarantees have that closing arguments have that that moment, it became a Lego exercise, it was like building blocks, okay, I’m gonna put a block here and put a block here, you know, fill in the blanks, and then I switch them places, then it’s no longer a creativity exercise. It’s an exercise of just understanding who you’re talking to. So if you’re talking to people looking for cheap vacation packages, let’s say you’ve got a travel agency, right, and you’re selling travel packages, you know that your target market wants to have a vacation package that is affordable, they want to go to a really warm destination, they want for that destination to have something that the kids can do without bothering the parents. They want to dine out in a nice restaurant, right? So you know these things, you can write an incredible email just by focusing on these things. For example, the email subject line will be something like the next vacation destination I have to try in the summer, right? And then the body will read something like hey, if you’re bored of going to Mexico every year, then you should check out this island in Central America that is now the most coveted destination for vacations and 2023 for families of four and more. That doesn’t cost an arm and a leg plus it comes with two free massages and a buggy trip for free if you booked before the deadline, again, just come up with this from the top of your head. Why? Because you understand who you’re talking to. And you just talk about the things that people want. So again, for me, it’s obvious for someone who’s brand new it’s not but the moment you start seeing the patterns and spot these templates, patterns are repetitive components. That’s the moment you realize this is not a creativity exercise, this is truly not thank you for listening to the list building lifestyle, get access to the previous episodes transcript of today’s show, as well as other exclusive content at listbuildinglifestyleshow.com. Also remember to clean your free copy of my bestselling book at www.igorsbook.com. It explains how I made millions with list building starting from scratch. Plus, I’ll give you $3,000 worth of free bonuses, including my best landing page templates, email, swipe files and traffic. Go to www.igorsbook.com now to claim your free package.