Derek Johanson – CopyHour Download
WHAT YOU GET?
Six modules, delivered daily, for 90 days. Each module covers one essential fundamental of six and seven figure copy, along with daily pieces of curated copy that you will hand-write to hard wire the lessons.
Module 1
Research
Learn how to gather all the information you’ll need to write sales copy. This has been updated in 2023 for AI & ChatGPT.
-
How to start a copywriting project from scratch (including exactly what to do if you don’t have a product or service to write a sales letter or email sequence for right now).
-
How to apply the research process to different types of products (lead generation, books, courses, physical products, services, coaching, B2B, low-ticket, high-ticket, etc.).
-
How to research for email copy.
-
How to build a swipe file & use it ethically & responsibly.
-
How to use AI to come up with incredible ideas, learn customer pain points and save hours of time in the process.
-
What is a “Unique Mechanism” & how to find it (AI helps with this).
-
How to use “Market Sophistication” & “Awareness Levels” to speak directly to your customer’s wants.
-
How to find find direct and indirect competitors and extract ideas from “holes” in their copy.
-
Why building a customer avatar slows you down & what to do instead.
Module 2
The Offer
The Offer is not just the product you’re selling… it’s how you describe that product’s benefit to your prospect. Learn how to uncover all the necessary features and benefits (plus: write sales-generating bullets).
-
Win-in-Advance by making sure your Offer is “correct”. If you get this wrong, no amount of clever copywriting will save you.
-
What exactly is a feature (including all the different kinds listed out)?
-
How do you determine the benefit of a feature?
-
How to cut to your customer’s core by “dimensionalizing” your benefits.
-
What kinds of bonuses should you add to your Offer.
-
How do you pitch a bundle of products or a sale?
-
How to connect your mechanisms.
Module 3
Headlines & Leads
Learn how to start a sales letter with compelling headlines and hooks. Discover the 80/20 of sales copy — the “Lead”.
-
What exactly is a Lead?
-
Pick from one of 8 different types of “leads” to start your sales message.
-
Lead checklist. Make sure each lead has these key components.
-
The “Seven Figure Sales Message Framework”: All you need is these 4 sections to write a winner.
-
How to find modern gold in old headlines.
-
What’s a Big Idea?
-
What’s a Hook?
-
How to use a Big Idea, Hook, & Unique Mechanism in each different type of Lead.
-
The biggest mistake new copywriters make when it comes to opening sentences.
-
How to use the Neural Networks to capture attention right from the start.
Module 4
Sales Arguments
Learn how to write the “middle” or meat of a sales message.
-
What exactly is a Sales Argument?
-
Why are some Sales Arguments so long?
-
The difference between “pro-level”, seven figure, copy and amateur-level copy is often simply the use (or lack of use) of 9 different types of proof.
-
How to quickly figure out the “myths” your prospects are clinging to (and the formulas to create “aha” moments).
-
How to write stories that both entertain and sell.
-
How to write a Creation Story and where to put it in your sales copy.
-
How to write transitions.
-
The difference between a claim and a promise
Module 5
The Close
Learn positioning, sales tactics, and how to get the sale.
-
The checklist of everything you need at the very end of a sales letter to knock prospects “off the fence” and get them to buy.
-
The simplest way to present the price and make the sale.
-
High-ticket vs lower-ticket positioning secrets.
-
How to sell but not sound cheesy.
-
How to write copy for bonuses.
-
What’s a “Call to Action” and common mistakes to avoid when writing one.
-
What to include in an FAQ.
-
How to ethically use Scarcity.
Plus extras to keep you on track:
Private Facebook Community
Student Community
The hardest part about doing something like the “handwriting exercise” is the feeling that you’re doing it alone.But… in CopyHour, you’re not alone.There are a number of other students doing the exercises at the exact same time as you. And when you join CopyHour, you get exclusive access to a private Facebook Group of all those students — where you can ask questions, post daily updates for accountability, and make sure you’re staying on track.
Proven Sales Copy
The Infamous Dropbox Swipe File
It’s “infamous” because it’s HUGE and hasn’t stopped growing.Almost no copywriter writes from scratch.Instead, nearly every piece of copy they write starts by looking at a swipe file… and, well, swiping its structure and theme.When I say that the most successful copy is extremely formulaic, I’m not joking. Don’t make this harder on yourself. It’s NORMAL to use other copy to write your own copy.When you join CopyHour, you get immediate access to my Dropbox swipe file of literally thousands of proven ads.This is something you’ll hold onto your entire career.
Candid Calls With Copywriters
Pro Copywriter Interviews
One of my favorite things to do is sit around a table and talk “shop” with other copywriters. Often I’ll walk away from conversations like these with just one little nugget that puts some extra cash in my bank account.I want to bring that same experience to you in “podcast” format. I’ve interviewed a whole lot of copywriters over the years including…
-
Ben Settle
-
Ian Stanley
-
Dan Ferrari
-
Ashley Ambirge
-
Justin Goff
Join CopyHour to unlock some fun convos and learn how the pros think about, and write, sales copy.
