In this lesson we're going to unlock what many consider to be the key to converting any business idea into reality.

So what is this always in demand "profit skill"? The one skill almost all successful business owners will admit is in large part responsible for their success?

It's copywriting.

Every serious entrepreneur must understand its principles if they want to reach their goals.

Blog posts,
emails,
sales pages,
webinars...

These are all based on copywriting.

I have looked up several blog posts, videos on the subject. There was one thing common in all of them. They were just a teaser and didn't provide the real blueprint.

The truth is, if you can’t persuade people to actually buy your stuff (or your client's stuff)... well... you’re screwed.

Most people write with the goal of accomplishing tasks, without much thought to the structure or the deeper meaning behind the words…

This lack of attention to WHAT you are saying, but also to HOW you are saying it is dangerous.

It can mean the difference between closing a deal and failing; and that failure might just serve as the reason for giving up.

You probably send out at least one piece of writing per day that is critical to the success of your business and your goals…

Persuasion vs Manipulation

No matter what level you are at in your journey, you have seen awesome marketing copy in action.

We all purchased an e-book, a course, etc. based on eloquently crafted marketing copy.

At the other end of the scale, you have also received crappy outreach letters, spam emails.

Hopefully it is clear by now why copywriting is a mandatory skill.

If you don’t know how to persuade people to buy your stuff, all your efforts are pointless.

There is a fine line between persuasion and manipulation.

I hate to tell you, but every form of communication is designed to manipulate. It’s your choice whether it’s for the good or the bad of the person receiving it.

Content Writing vs Copywriting

Copywriting involves content writing, but in an attractive form, so that it grabs the attention of the audience immediately. But, copywriting has a greater task to perform – which is selling the real worth of a brand, its products, and services.

Content Writing version of an article

The end goal of the following content is to explain the topic. There is no alternative motivation involved:

Let’s teach you how to trim a rose bush.

To trim a rose bush you should:

1.) Prune the stems to expose fresh wood.2.) Measure out the desired shape of the bush.3.) Use a tool to hedge the edges into the desired shape.

If you follow these steps, you will successfully trim your rose bush and still have blooming roses.

Copywriting version of rose bush article:

The purpose is modifying the information to make someone want to BUY.

3 Easy Steps To Keep Your Rose Bushes Hedged & Blooming Crazy Amounts Of Roses

If you’re trying to trim a rose bush, you’re gonna need the right tools. Some scissors and a hedge trimmer will be your best friend.

In three easy steps you can trim your rose bush:

1.) Prune the stems to expose fresh wood. Using regular scissors is just fine.2.) Measure out the desired shape of the bush.3.) Use a tool like the Black & Decker Electric Hedge Trimmer, to hedge the edges into the desired shape.

When I used to trim hedges with scissors, it took hours of time in the sun. With the trimmer, the process went 10x faster.

I highly recommend the Black & Decker Electric Hedge Trimmer, it’s my personal favorite, and only costs 31 bucks. Investing in a hedge trimmer just once will keep your rose bushes looking great for a lifetime. I personally like our 17″ trimmer because it’s compact enough to keep in your garage, it’s fully electric so it’s very quiet, and it slices through bushes like butter. It actually makes hedging your bushes FUN!

The Learning Curve

In time and with experience, you will perfect your ability to create copy from scratch. In the meantime you will want to turn to the power of imitation.

When done correctly, imitation is not copying.

No matter what field someone is in, they are constantly building on the work and discovery of others.

Scientists don’t start from scratch, they pull from the knowledge of others.

The logical sequence in developing any skill is

Learning the basics
Imitation of others (start with what’s working)
Only then you can add your own twist.

Now I am going to teach you the hacks necessary to persuade someone to buy something.

Regardless of the medium we use — email, blog post, sales page — it all starts with...

The Most Important Skill To Learn