Think about this idea that all problems can be solved by writing a great sales letter.
That is an old quote from one of the legends of copywriting, Gary Halbert.
“Every business problem can be solved by writing a great sales letter.”
It was this idea that if you know how to do copywriting, then you are literally one email away from money showing up in your bank account.
Like you can pull up your computer and type out a compelling copy, write a sales letter or an email, and have a link where people can pay and deposit money into your bank account.
And that is really empowering, right?
The idea of just being one email away from money showing up in my bank account and I could be anywhere in the world.
You don’t even have to have a product created. You don’t even have to have a service. You don’t even have to have a website. You don’t have to have anything.
If you can market an idea and articulate it with the right words in the right order and sequence, you can type it out, hit the send button and money will theoretically show up in your bank account.
How to Become a Copywriter?
Now I don’t necessarily think or want to promote that it is that easy, but in some ways, it’s not that different from that.
And one of the beautiful things about humans is, at an individual level, we are all very, very different but at a high level, we are all very much the same.
And our behavior is fairly predictable.
The emotions that we have are all pretty consistent across the different human experiences.
We talk about this in our World Class Presentation Craft event. We talk about the seven human fundamental human emotions and how every emotion we experience is really just a mixing and a shading of the seven fundamental ones.
Moving somebody to action.
And when you look at moving somebody to action, I find this ironic about my career that I spent the first part of my career solving the problem of procrastination, which is trying to get people to do things they don’t want to do.
And now in marketing, you’re doing the same thing. You’re trying to get someone to take action against their sort of natural resistance.
And so, when I look at my experience in going door to door as a salesperson, I’m trying to persuade people to take action.
In my career and experience in the world championship of public speaking, I was a stage presenter trying to move an audience to action.
As an entrepreneur or a leader, I’m constantly trying to get our team and people to move into action.
As a marketer, you’re trying to get people to move to action.
My whole career is about studying the psychology of what causes people to move to action and how do you use that for good.
That’s what we’re going to talk about here.
And this is so fun because this is one of those areas where I feel like in many ways, I’ve spent my entire career learning and I have spent thousands of dollars on courses that took hours and hours and hours to go through.
You know, just my journey as an actual writer in the editing process from writing books has been a lot amount of time.
And what we’ve been able to do is take all of that and put it together into this framework and this formula that we call the 15 P’s, like so many of the things that we teach at Brand Builders Group, it just seems like it takes a long time to get to the point of what really do you need to know?
What’s the essential information here to move people to action?
And the 15 P’s, like, I mean, some people make their entire professional journey and career is just this one skill of copywriting.
And we’re going to introduce you to this concept and this skillset of copywriting, which can change your life.
And it is really huge.
And it’s going to apply beyond copywriting.
You know, a lot of this psychology would also apply to just human communication and human interaction and experience.
It’s going to also apply to video production. It’s also going to apply to speaking, but we’re talking specifically here about the journey of copywriting.
Let’s talk about a few of the principles upfront. And then we’ll talk about the 15 P’s at another time.
So what is copywriting interestingly enough?
And simple enough, we describe it as copywriting is nothing more than persuasion through the written word.
Persuasion through the written word.
So, you know, many of you have experience in sales of some type. We’ve got people in real estate, financial services, direct sales, etc. There’s a lot of you that tune in, in that regard, and you know something about it.
Well, copywriting is just that except it’s through the written word.
It’s a little bit different because it’s not conversational back and forth per se, but that’s what makes it effective.
Effective copy moves people emotionally.
This is the journey of our content. When we talk about your delivery as a speaker or as a podcast host in the experience you’re trying to create, in our Podcast Power event, or when we talk about what you’re doing as a writer in our Captivating Content event, we talk about moving people emotionally.
That ultimately is what we are doing.
I just interviewed somebody yesterday for the Influential Personal Brand podcast who’s a TV producer of reality shows. Her name’s Kristin Giese. We were talking about TV and essentially her whole thing boiled down to is what makes great TV? Moving people emotionally.
That is art.
I think that’s what art is. Art is anything that somebody interacts with that causes them to be moved emotionally, to have an emotional response and emotional experience.
Copywriting needs to do that. That’s how you move people to action.
You move people to action by moving them emotionally.
And that’s what you need to learn to do with the written word.