8-Figure Copywriting Secrets | Private Interview With Craig Clemens, The Best Copywriter Alive

https://www.youtube.com/watch?v=jQW0p-5T8Pk

Take a glance see what they're selling see the general hook but then put them away do not have those out when you're
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writing because if you're studying other people stuff I have this theory that you will at best be 80% as good as the
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original stuff let's start here and we'll see where this goes you have for some reason you have to
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write a kick-ass VSL in 30 days where do you start so my process is probably different than
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the process other people should use because I can sit down and write it without doing a ton of prep because I've
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been doing this a long time yes what I suggest to other people is to first immerse themselves in the market they're
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trying to go after and this is something that if you're a business owner you're probably already immersed you probably
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already know what's going on in the industry you probably know what all your competitors are selling you know your
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advantages but if you're a freelance copywriter then you might be diving into something new so you know let's say you
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get hired to write a sales promotion for a women's beauty products yes I have Cosmo magazine buy a glamour
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magazine read Us Weekly or People magazine look at the ads see what everyone else is selling see the type of
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pain points they're talking about or the fears and so alright so in situations when you're maybe they will go back in
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time right and yeah because you were freelancing at certain points and you so you'd say to women actually I freelanced
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once is that right yeah I was really fortunate so I started working for eben pagan who you know and I worked for him
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for five years writing dating advice copy and then the recession hit I got laid off and I needed a some kind of job
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to pay the bills you know so I did one freelance copy project for Joe polish okay and then my brothers and I got
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together with another gentleman and it started the company that became golden hippo okay awesome
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all right so only one time freelance and it was with drill polish does probably market you probably understood pretty
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well actually it was not so it's a good example okay Joe at the time had the largest marketing program for carpets
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cleaners he was teaching carpet cleaners how to grow their carpet cleaning businesses so how to go from like a one
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van operate chené where you're the one actually like out there vacuuming and shipping the
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carpets to how to multiple vans and you just sit and wear dolce gabbana sandals ideally maroon yes yeah actually I think
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that's an ox blood yeah ox blood right yeah yeah for the record let's just state yeah so I
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decided to dive in and figure out what is it that makes these carpet cleaners tick what are their hopes and dreams and
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fears and frustrations so the first thing I did was I asked Joe it's like what are these guys looking for what are
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your competitors look like what is gonna get them really excited is it really a multi event operation or do they not
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want to have that responsibility would they rather just have their one van and be able to charge a ton of money for
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each job so they do less jobs what is it really what do they want and then the next step I suggest people do is if you
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can talk to those business owners I wasn't able to do that but I was able to watch the testimonials from Joe's group
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in the previous years when people get on stage and talk about the success they had with Joe's marketing program so they
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would get up and they would say yeah you know I was working for someone else I would ride in their van and I would be
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the one that had to do the cleaning when it was a hundred degrees outside in Phoenix and the places that had no
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air-conditioning and it was terrible and I was able to use Joe's material to start off on my own and get
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my own van or there'd be someone who said you know I had two vans and business was okay but my kids wanted to
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go to Disney World and I couldn't afford that I used these secrets to spend now we have 17 vans I work less than ever
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and when we go to Disney World we all fly first-class things like that you know yeah so you learned what they're
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looking for yeah was what they were looking for different than what you expected them to
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be looking for well there's those nuances because you want to not promise the world but you want to promise big
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you know so I knew that they would want to make more money with less work that's a universal truth less stressed out I
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knew a lot of people who start their own businesses are basically like starting themselves a job that can be more hours
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than the one that they left you know and even become a full-time entrepreneur so I know talking about less stress
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better systems in place that you don't have to worry about and I also knew that they were all gonna want more clients
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because in any business the more clients you have the more money you make so I knew that I was gonna focus on
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client getting strategies less stress mo money it's pretty Universal across any type of biz op type of thing so you
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before you said you you don't want to make these huge claims or promises but you do want to have a a big promise in
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there what do you say that what is the distinction that you're kind of making yeah so you want to sell the dream as
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they say but they have to hear you talking about that dream and there can be a hint of like wow could that really
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happen could I really fly my whole family first-class but it can't be unbelievable it can't be like you know
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by the time you get this course you're gonna find that you're flying in the g6 with two flight attendants to play with
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your kids while you have your back rubbed and grapes fed to you and your own private plane it's like no but
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flying your family first-class is something you can imagine could possibly happen to you if you have a really
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successful carpet cleaning operation the other thing is just too unrealistic yeah you know so you do want to sell the
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dream but it has to be believable yeah so you talked about in your teachings that you're creating a hundred
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millionaires students and you have a few already yeah that's very believable if you said my goal in life is to create
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more billionaires than Microsoft did when it went public like get the out yeah or you know even like a hundred
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millionaires if you're like you know ten people in this room are gonna be having a hundred million net worth within the
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next five years like that actually is like distantly possible but it's too far along it's too big of a stretch if you
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say I'm gonna create a hundred million our students and I already have five they're like okay that's believable
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that's something I can picture for myself I could be one of those yeah yeah I remember when I first started selling
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make money stuff a few years ago I did on a little bit mentoring with John Carlton
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and he looked at some my stuff and he was like you need he's like everything we're promising 15 grand a month and he
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would drop it by 90% I was like yeah girls don't like promise $1500 and it worked and I think it's a
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guy who what you're talking about you yeah yeah one thing I got from John Carlton also is the strength of E's
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promising ease so I talked to John Carlton when I was selling dating advice products which was my first copywriting
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gig I worked there full time and I remember he was speaking in a program I got up to
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ask him a question I don't remember what my question was but he told me something interesting he said Craig you gotta
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understand when you're selling dating advice no one wants to buy the book read through a hundred pages go out practice
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the techniques get rejected like 90% of the time you know and then hopefully end up having a few dates they want to take
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a pill and wake up next to a hot blonde where Bill Cosby's case he wants to give the blonde a pill not wake up until he's
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gone that's a different type of persuasion yeah we're not gonna but John said that and it was a huge AHA to me
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and I just made me realize that this one phrase I think about think about this what I'm selling anything and that is no
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one wants to read your book none of these authors no matter how good your book is no one wants to read the book I
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mean if it's a fiction book or a book of stories yes but Tim Ferriss best-selling business book of one of the decades
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4-hour workweek do you want to read the 4-hour worker and you want to wall might have to work four hours in a week right
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that's what people want right so give them the ease of getting that thing do you ever when you're putting together
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copy maybe not now at some point earlier where you'd be writing and you realize you're talking too much about the book
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as opposed to the ease and you catch yourself and like does that ever happen to you and editing process like how does
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that work not anymore yeah but it used to you know you can think about this when you're talking
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about whatever it is you're selling you know you can be like yo yeah you're gonna go out and you're gonna practice
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and you're gonna practice and like yeah you're gonna your hard knocks but you're gonna
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persevere and like we're gonna give you these techniques to persevere you know in your business be like don't say that
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that like like if you're creating a bonus for your business growth course your bonus can be like strength and
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perseverance I'm gonna teach you how to persevere when the times are tough that could be an interesting bonus but what
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would sell better as a bonus would be I'm gonna give you this accounting software so you can keep track of all
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the money arriving yeah it's gonna do it for you yeah yeah so what are you are you familiar with like Jocko willing yes
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I love his book extreme ownership I haven't read the whole thing but I loved the concept and I shared a lot with my
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team members that's awesome yeah so like he's becoming very popular obviously in our culture and Joe Rogan talks about
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him a lot and this discipline extreme ownership thing yeah and so many people get juiced about that and they follow
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him and stuff and yet what you're saying goes like he couldn't sell that right so what do you think about like the I mean
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I know a lot of guys that say 18 to 44 who they like jockle and they want ya strength and talk and discipline
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yeah are they just saying that and they don't actually want to buy that concept well you know like we said in dating is
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people come in for the pickup lines and they stay for the confidence yeah because they think that they need one
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thing but then what they really need is something else so when you sell dating advice you tell them that the pickup
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lines are going to be in there but you also tell them if you if you're ethical that they're gonna learn the inner game
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skills is we're gonna make them more confident and more naturally attractive so I guess you know in thinking about
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selling extreme ownership if it was a course or something like that you'd want to sell the benefits of it like when you
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have this you're gonna be able to do the things you've been talking about thinking about dreaming about that
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you've never gotten done you're gonna write that book you're gonna build that business you're gonna like have those
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conversations with your loved ones that you've been putting off you're gonna be able to get yourself to do things
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yeah so sell the benefits even if the work is hard if the benefits are strong enough people will do the work so focus
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on the benefits great okay so we're talking about you you read Cosmo magazine you read all this stuff
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so you don't know the market so now you can understand what are the pain points are talking about do you
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somehow codify all those pain points and benefits and stuff are you just kind of trying to download them at the start so
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at first download them and the one thing I recommend you do not do is don't look too closely at the competitors ads take
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a glance see what they're selling see the general hook but then put them away do not have those out when you're
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writing because if you're studying other people stuff I have this theory that you will at best be 80% as good as the
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original stuff so you want to be able to create something original that is above and beyond thought there's stuff in
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there and it's by combining all that knowledge in your head that's going to come out yeah that's a very very whole
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beveren or that all right so you taken all this to take it all in what's next and then you really want to think about
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who your prospect is so my favorite definition of copywriting is from Eugene Schwartz the great copywriter of the 70s
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and 80s and he says you must enter the conversation your prospect is having in their own mind and so to be able to do
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that you need to think about who your prospect is so an exercise I learned from Evan is to sit down and write an
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autobiography as your prospect so who's your prospect fry status summit like give me like an avatar think of someone
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like an a name of someone or just described either I mean he's 24 he drives an uber on the
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weekends and has a normal job okay he's all these people making money online he feels me he's the only one who's not
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doing it what is his name Jim Jim okay great tell me more I sure Jim I graduated four he's a bachelor's
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degree wait wait you're Jim tell me more yeah you're Jim no no no you're Jim you urgently no
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you're being autobiographical yeah that's you yeah all right yeah this is an exercise first you think about it
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that needs to take it and taking him on so I I missed the college days when I hang out with my bros and you drunk with
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them and life was fun and now life sucks and everyone's got a job and I don't get to see my friends anymore and I have
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this normal job and it's not at all what I thought it would be it sucks there's so much bureaucracy I
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hate my coworkers I jerk-off too much and I watched too much Netflix and I can't stop and I dragged uber on the
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weekend and I try and pick chicks in the backs of the league's I don't be weird but that doesn't work
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either and my parents are getting down my ass because they're like what are you gonna do you get this job you don't care
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about mmm and I try to go to the gym but try to go five days I only go two days I'm joking about that all the time yeah
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I ordered pizza – I am sometimes too much at the end 10 pounds college as well so I'm freaking out about that max
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girlfriend is here on Facebook she's a new boyfriend from college he's way better looking he's got a six-pack I
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hate him and I'm just really angry because it feels like everyone is succeeding and that was a fantastic how
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you tapped me all those emotions those little frustrations the big wants and desires the feeling of seeing everyone
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else succeed but you the feeling of having that anger loneliness yeah beating yourself up yeah perfect so you
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want to tap into all that you were doing it for women's cosmetics you might be Jane who's 43 years old has 3 kids her
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husband they have an OK relationship but she wishes he would initiate sex more and she started to feel unattractive her
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girlfriends you know their husbands are taking them off to like you know romantic weekends and she doesn't have
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one of those in a while she wonders if it's because you know he's looking at other women or somebody you know getting
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really into that that's the way to do it so then the next level of that is sitting down to write to that person
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okay but now it's not you anymore and it's not random gym off the street it's your cousin Jim who you really care
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about you really want this person to be successful and what that does is that turns you from a salesperson into a
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friend and that takes your copy to another level because do you have somebody like Jason that you've really
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wanted to help with something and they just wouldn't do it like maybe it's your you know wife cousin best friend or
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something that oh yeah okay what was the thing there's something coming to mind yeah is someone who wanted to start
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their own online business okay and tried to sell their told me one time and just gave up okay got it
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so if I bring in someone from the conference into this room you're good at starting online businesses you're one of
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the best in the world you know how to do it yeah you probably have a course that shows them how to do
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it and you said it yours or cousin it wasn't a cousin yet it's a family member okay family member you know your course
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would do that right if you got a random person from the street here and then you got your family member and you're gonna
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convince one of them to or both of them to try your course who are you gonna close harder right so that is the secret
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to closing strong without being salesy because with that family member you're not gonna be saying like you know
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Jim if you buy now I'm gonna throw in a bunch of bonuses but if you don't you know you're gonna miss out yeah
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you're not gonna say well Jim you know this is a thousand dollars or the value and I'm gonna give it to you for 50
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bucks no you're gonna be like Jim listen to me man I've been in your shoes I know what it's like to be frustrated with the
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way things are going I also know what it's like to finally take that first step and see that first dollar come in
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and then another and another and then get that like you don't realize that wow I can go eat lunch at any restaurant I
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want today and not even look at the bill at the end I realize what it's like to go apartment shopping and go to the
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nicest block in your neighborhood and walk into the penthouse apartment and say I'll take it I know how that feels
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and this could be you man but you need to get off your ass you've been around for too long the map is right
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here for you you just need to do it man it's right here you just need to do it so please do it man I promise you
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this is gonna work that's the key that's that's what I call compassionate closing I think I've just said this to my wife
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last night I just came up with this I'm gonna say it in all my talks closing is caring it really is if you made a
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product that you're proud of that you think is really gonna help people then getting them to buy it is caring it's
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caring for them if you made a product closing is not carrying closing is scamming if you made a great product
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than closing is caring it's a closed heart I think I was one of the best copy exercises I've ever heard
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all right great awesome yeah so yeah and yeah yeah I was awesome so you do the research get inside them when you do
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that about our graphical exercise do you ever fact check it with them in reality to see to make sure you're not
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projecting things that aren't aren't actually there that's a great question so the way to avoid that is to not say
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exact specifics so let me give you an example let's say you're selling a dating advice course and your avatar is
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James who's 32 years old just got out of a marriage just got divorced he's going back in the street and he's meeting
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women and you know who got a phone number once in a while but you know it doesn't always get a callback and look
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at a first date once in a while but doesn't always get a second date and when it gets a third or fourth date he
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finds it's a woman he's just not that interested in hey just in this pickle you know and he really likes blondes and
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like you know it feels like the women and he likes that they're just like they want the models and the rich guys and
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they're not going for him you know so the way to screw this up the way I view this wrong is when you're writing your
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promotion and saying something like hey have you ever met a sexy blonde girl who was just your type got her phone number
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had a great phone call even had a great first date and then she didn't return your call it's too specific because if
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someone's reading that and they were like well I'm an Asian women so no I am NOT and I use tinder so I don't meet
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women in public I'm too shy for that but if you've worked it like this and be like have you ever met a woman that was
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just your type and it felt like there was really a spark there but then for some reason you never ended up having
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things go anywhere with her and you couldn't figure out why then they're like oh yeah there was a girl on tinder
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we had like a hundred great conversations we went on a great first date she disappeared I don't know why or
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the other guy can be like yeah I met this you know Maxim model everything was going great with her at the bar we made
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out she gave me her phone number when I called she didn't write back when I text she didn't write back I
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finally showed up at her house and she's like get the out of your creeper he replies to him – yeah yeah
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so making Universal statements that they can choose their own adventure write their own story fill in the blanks for
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themselves yeah is the key to do it but you're still writing that person it's just allowing
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everyone to be a part of it without being too specific yeah so good so alright looks like so once you you have
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this and you start writing do you I mean do you do the whole I write headlines first and then I like yeah how do you
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what do you do so this is the first time I've revealed this anywhere it used to be that copywriting is about one big
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idea now it's about two big ideas there's the big idea for your product or service and how it's gonna help them and
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then there's a big idea of why they should watch your ad first you need to have the big idea on why they should
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stop scrolling and watch your ad then you have the big idea of what your product is gonna do for them so two big
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ideas so think about both of those and then obviously if the first one the big idea why they should watch your ad
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doesn't click they're not gonna get to your next big idea so make that one really juicy and so do your two ads note
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that you need two big ideas do they have to be congruent with each other or can they be separate because one is all
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about to click and the other is yeah that's a great question if you're doing a speech they don't have to have
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anything to do with each other so I just look at your program downstairs and I told a lot of stories and one of my
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stories talks about how I was prank calling people selling them penis pills it was a prank call and then through
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that I prank called my person who became my mentor Evan and he hung up on me during the prank call and then I learned
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something from him about how to give value first in business and that was the secret number three that's all about the
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prank call story has nothing to do with secret number three that I shared with but it's really funny and it keeps the
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crowd engaged so I'm glad you asked that question because I hadn't thought about that I'm gonna say I need to think about
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it more but now I'm thinking about like like poopourri ads or like purple mattress or Dollar Shave Club those are
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just kind of funny and maybe if Dollar Shave Club maybe if he wasn't selling razors maybe if he was selling deodorant
00:22:31
or something that would had work just as well I don't know you didn't you just kind of went in there for the humor cuz
00:22:37
was the big idea of that yeah very interesting it's funny as you said the two big idea thing I look back on every
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winning campaign I had and that was president and the ones that wasn't it was it wasn't quite I you put words on
00:22:50
something that I've seen and that's yeah awesome all right well dude thank you so much
00:22:55
for sharing and reviewing some stuff you never shared before you are you are seriously just a treasure trove of like
00:23:01
marketing and persuasion information so I really appreciate you in here thank you appreciate it yeah yeah great chat
00:23:05
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