Simple Writing System Workbook - Home-Study Course Exercises, Sample Ads & Letters

282 Pages·2016·11.9 MB·English

by  Carlton John.

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Home-Study Course
Exercises, Sample Ads & Letters
© 2008 JCSD Publishing, LLC
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TABLE OF CONTENTS
Here's How To Go Through The System 5
STEP #1 - MARKET RESEARCH 7
Exercise 11
STEP #2 - YOUR AVATAR 15
Exercise 28
Exercise 50
STEP #4 - MASTER LIST OF FEATURES AND BENEFITS 54
Exercise 56
STEP #5 - BULLETS 60
Exercise 68
STEP #6 - TESTIMONIALS 72
STEP #7 - HOOKS 82
Exercise 133
STEP #8 - SALESMANSHIP MEI\"T ALITY 137
STEP #9 - DEVELOP YOUR STORY & YOUR VOICE 155
Exercise 169
Exercise 191
STEP # 11 - YOUR SALES FUNNEL 195
STEP #12 - THE SIMPLE BASICS OF A GREAT SALES MESSAGE 205
Exercise 229
STEP #13 - HUGE PROMISE 233
Exercise 243
STEP #14 - REVERSE ALL RISK 247
Exercise 253
STEP #15 - TURBULENCE 257
Exercise 262
1
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Please Read This First ...
Howdy.
I want to welcome you to the "Simple Writing System".
The process I'm about to take you through is exactly what I run tlu-ough, myself. ..
. .. every time I create anything central to my business, or my client's business when 1 work as
a free lancer.
Writing an ad, or an email, or a website, or a video script, or anything else required for marketing ... is
different from other kinds of writing ... because you must persuade your reader to take action.
And that requires a little background work.
A smidgen of "sales detective" research ...
... some intuition into the psychology of your prospect. ..
... a clear understanding of what you offer. ..
... and why ies the best option (of many out there, including all your competition).
The "Simple Writing System" gently and efficiently guides you through all these requirements and
more.
So you are completely prepared, when you finally sit down to write anything, to quickly create a piece
of clear copy that has ALL the persuasive tools of killer salesmanship lined up on your side.
Once you understand the basic elements of this system -- and your leaming curve should be fast and
pleasant -- you will never again be at a loss for words.
You'll know exactly what to write, and how to write it.
With a clear, simple "voice" that easily connects with your reader. .. and delivers your sales message
with the gentle emotional power of a skilled salesman.
That's the beauty of this system.
Early in my career, I created checklists to run through every time I wrote an ad. I used checklists
because I wanted to be absolutely positive I wasn't leaving any critical sales element out of my writing.
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Specifically, I wanted to know as precisely as possible who I was writing to. And help them understand
who I was, why I was the "go-to guy" in this situation ... and how my offer fit into their lives.
Plus a few other critical elements (which most of the other copywriters 1 worked with were always
forgetting or ignoring). (And which murdered their results ... while my ads continued to score big.)
The key to persuading people to act on your offer. .. is understanding what they need to hear, to do what
you want them to do.
And then delivering.
This "Simple \Vriting System" has condensed all that thinking I did into 17 tidy little points.
As a checklist, you can use it yourself to make sure you cover every important element that goes into
everything you write to further your business goals and needs.
Even when you write a quick little email, or a small pay-per-click ad, or script out a short video ... you
need to cover all the points in this system before you attempt to write.
And even though you may not have bullets, or testimonials, or many of the other points in your
email/ad/script. ..
... you will still USE what you know from this checklist as you craft even the smallest ad.
You won't have to guess about what to write.
You'll KNOW. Because -- as a result of going through this checklist -- you are dangerously hip
to the needs, problems, dreams and situation of your prospect.
And you have deep knowledge of the product, and how it fits into real people's lives.
And ... even if you don't directly say it. . every word you write is fueled by your pro-level insight into
sales process required for whatever target market you're operating in.
I've put this system together in a sneaky way that should activate your brain without too much effort on
your part.
Each section builds on the one before it. So I very much suggest you go through the process as I've
structured it -- literally step-by-step.
What you are holding now is the workbook. On its own, this workbook offers you a stunning toolkit of
stuff you can use right away. I've included an entire "swipe file" of complete ads, which is a treasure for
any working writer.
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This workbook is accompanied by a set of 9 DVDs. You'll find the entire PowerPoint presentation
from those DVDs here, slide by slide.
So you don't have to take notes while you watch the DVDs.
I emphatically recommend that you do the exercises in this system. Not all of the sections have
exercises ... but we've transcribed the ones used in the DVDs here, so you can work at your own pace.
And while I also urge you to study the DVDs ... I know that some folks have different "learning
preferences". I, for example, prefer to have something to read while I'm listening to DVDs.
Others do best by watching alone.
I hope you use both this workbook and the DVDs as the tools they're meant to be. If I've done my job,
this workbook should be dog-eared and beaten-up from constant use ...
... and should have quickly earned a spot ON your desk (not hidden away in your bookshelves).
This is a resource, that will "watch your back" whenever you need to write anything for the sales
process of your business.
I used this very checklist so often, it became welded into my brain ... to the point that it was
unconscious. Often, when faced with a new writing task, I blew through each point in a blink ...
... but I DID go through every point.
Every single great ad I've ever written is the result of this checklist.
It's already helping other marketers zoom past their fear of writing ... and giving them the immediate
tools to quickly provide everything they need written to make their business hum on all cylinders.
Now, it's your tum.
You're going to enjoy this ...
Stay frosty,
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Here's How To Go
Through The System ...
Howdy, again.
I've designed this system to be "absorbed" by your brain in a particular way.
You can go through at your own speed. Go fast. Or take your time.
That's the beauty of DVDs and workbooks: You can rewind, go over sections until you're satisfied ...
and reread things as needed.
The folks in the seminar didn't have that luxury. They had to follow my hectic pace ... which worked
great.
But I believe you're going to enjoy being able to go through this on your own terms.
Just a couple of points to get you started:
1. Each section builds on the one before it. So I suggest you first watch the introduction on the DVDs.
It's not long, and it will help orient you to what's coming next.
2. Then, pop in the first DVD (it's titled "Market Research"), and actively watch the entire section.
Take notes as needed -- there are blank pages in this workbook for you to do that. (Helps "mark your
territory", too.)
3. This workbook has the entire PowerPoint presentation I used ... so you don't have to take notes on
each slide. You can concentrate on what I'm revealing to you, instead. And, even while the camera is
not on the slide, you can refer to it here when you need to.
4. Big Advantage: In the seminar, I only presented "snapshot" samples of ads. In this workbook, you
have the entire ads (in most cases). So you have more context to understand why I chose the ad, and
how the ad "played out" as a successful sales piece.
5. After watching the "Market Research" DVD section, pause the DVD and go through the exercise
exactly as I present it in the seminar.
6. Big Advantage: You are under zero time constraints to complete this exercise. (In the seminar, we
had to keep things moving.)
7. The exercises are essential to this checklist "sticking" in your mind. And to helping you understand
HOW to accomplish each point. (Leaming WHAT to do is one thing, and you can get that from
books and lectures. But to REALLY get your brain in gear, you need to put pen to paper. .. and
WRITE.)
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8. This is an amazingly-effective way to learn, quickly.
9. After you've done the exercise, return to the DVD to see how the attendees handled the exercise.
10. Big Advantage: Seeing how other people, in other business situations, handled each task will give
you perspective ... and ideas. It's why the seminar was so effective.
11. Another Big Advantage: You can go through the exercise again ... as many times as you feel
necessary ... and use any insight or extra advice you picked up from the DVD.
12. Now ... move on to the next section, using the same strategy as above.
Some people are gonna blow through this system in record time. At least on the first go-round.
Others are going to savor the process, and let things settle between viewings.
There is no "rightll way to do it.
However, I highly suggest you find the best "clip" for you ... and schedule time to go through the entire
17 sections as thoroughly as you can.
As I said ... this workbook (and the DVDs) are a resource that will earn a place on your desk.
This isn't something you dabbl e at, and forget about.
No way.
This process has been designed to change the way you approach writing for your business forever.
Consider it "training" for the rest of your life.
Once these steps kick in, you will never again doubt your ability to write what you need to write.. to
persuade your reader to come aboard.
Now go get 'em.
If you have questions or concerns, please don't hesitate to email my staff at
swssupport@),marketingrebel.com.
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Step #1:
Market Research
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Step #1:
Market Researc
Remember that each step builds on the one before.
And this step, Market Research, is the foundation of everything.
Don't let the word "research" scare you. I've been helping people get over their innate fear of going
deep into the background of their market for decades.
It's actually easy and straightforward, once you have a simple guideline like this.
Most marketers skip this step, and it murders results all the way down the line. Early in my career, I
realized that spending even a little bit of time researching the "back story" of a market was like having a
secret weapon on your side.
You simply would know more about what was going on -- both in the market and in your prospect's life
-- than anyone else.
In this section, I reveal how easy it is to use the pro-level trick of putting together your own "elevator
chat" ... so you can communicate to anyone, quickly and super-efficiently, exactly what you're offering,
and why it's something they should look into.
Everything else you do to generate sales t10ws from this step.
Again, it's not hard. It's just that most marketers have no clue what to look for, or where to find it.
After viewing this section on the DVD, you'll own advanced knowledge that will help you in everything
you do to make profits in your business.
It's critical that you complete the exercise, so this isn't just some "theory" !loating around in your head.
Instead, by gently forcing your brain to consider what you know, and what you discover from a brief
"hot seat" on your market, you'll become adept at getting this step accomplished quickly.
B
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Step #1:
Market Research
• Competition
• Size of ma rket
• Is there a market?
• Your own "Hot Seat Head Grinder"
• Who, what, where, why and how