Brad Callen
Friday . 17 min read
Chapter Introduction

Hey everyone–I’m Brad Callen, and first, I want to welcome you to my copywriting course and thank you for your interest in it. I’m really excited to share with you all the tips and tricks I’ve learned over the past 16 years to create high-converting copy.

I know you all come from very different backgrounds, but whether you’re an entrepreneur or an aspiring copywriter, you’re going to get something really valuable from this course and that is, the ability to write copy that sells.

If you’re an entrepreneur, you’ll be able to write better copy, improve your conversion rates, and make a lot of money. If you’re a freelance writer already and you want to get into copywriting, you’ll find that once you master this skill, you can start charging much more than you probably are right now.

As the legendary copywriter, Gary Halbert, once said,

“the ability to write ads and letters that sell is by far the most wonderful money-making skill you could ever acquire. If you master this skill, you should never again have to worry about money.”

That’s definitly been my experience.

I’ve created seven million-dollar businesses now and while of course, other factors play into their success, I’m confident I wouldn’t be where I am today, if I hadn’t learned how to write high-converting copy. It’s definitely a game-changer.

And I’ll tell you what–there are very few people who can write great copy. But, with this course and a little practice, you’ll be one of them.

So, to kick things off, let’s talk a little bit about what copywriting is and isn’t. For one thing, it’s nothing like the type of writing you learned in school. In high school, you were taught grammar rules and how to formally write essays–that’s especially true if you went to college, where writing assignments typically followed a really rigid format.

If you want to be a successful copywriter, you need to throw all those things you learned in school out the window. The kind of writing that got you A’s there, is the kind of writing that will make you a lousy copywriter.

Writing in an academic setting is geared toward people with a high reading level. Yet that type of writing doesn’t generate sales. Statistics show that 50% of adults can’t read above an 8th grade reading level.

On average, most Americans read at about a 7th or 8th grade level. What this means for you as a copywriter, is that rather than trying to craft a perfect sentence, you’ll want to write the way people talk.

The other important thing to note about copywriting is that it’s not just about writing. Anyone can write–if you look on Upwork, there are thousands of people on there who call themselves writers. It’s not just enough to be able to string together nouns and verbs and use them in a sentence.

A copywriter has to be skilled at the art of persuasion. Basically, to be a salesperson. Not only do you need to be able to write, but you also need to know a little something about human nature. Great copywriters understand their prospects’ desires, motivations, and fears.

That’s why copywriting can be considered part-art, part-science. The good news is that this is stuff you can easily learn. By the time you get to this end of this course, you’re going to know how to create effective sales copy that overcomes buyer resistance and inspires your prospects to action.

To give you a better idea of what we’re going to cover, let me just walk through the course content and give you an overview. In the first few chapters, we’ll be going over copywriting basics.

So, in chapter 2, I’ll tell you about the 10 Commandments of Killer Copy, as I like to call them. These commandments are going to set the foundation for this course, because you’ll be using everything you learned in this chapter for all the copy you’ll write going forward.

Then, in chapter 3, we’ll move on to customer personas. I’ll tell you what those are, how to create them, and why personas will improve your copy.

In our next chapter, chapter 4, I’ll teach you some NLP hacks that will help you do a better job of influencing your prospects. NLP, by the way, stands for Neuro-Linguistic Programming. It’s actually been in the news a lot in the past ten years or so, because there’s a community of so-called pick-up artists who have promoted it as a tactic for getting women. While I won’t be covering that angle of it, I will teach you how to use NLP to write more influential copy!

After we finish that, we’ll move on to copywriting swipe files in chapter 5. This one is pretty short, because a lot of you may be familiar with this concept already. But if you’re not, I’ll explain what a swipe file is, why you need one, and how to create a swipe file

Then, we’ll move on to StoryBranding, which is the focus of chapters 6 & 7. It’s tempting to think of copywriting as something we do one email, one sales letter, or one webinar at a time. While in a sense that’s true, all of those emails, sales letters, and webinars taken together make up your brand story. So, StoryBranding is really about creating one cohesive brand message that is reflected in all the copy you write.

Let me tell you why that’s so important. Imagine you own a company, and you’re sending out three different emails a week to your list. But instead of writing them yourself, you just field them out to a new copywriter each time.

As you can probably imagine, each of those copywriters would approach the job very differently. For instance, one of them might write in a serious tone, while another might incorporate humor into their copy. One of them might promote a certain value proposition that another copywriter would overlook.

Doing something like that would really water down your overall brand message, because prospects wouldn’t be able to get a sense of who your company is and what it’s about. StoryBranding will teach you how to come up with a cohesive brand message and then, write great copy for all your channels that reflects that message.

Once we’ve finished up with the StoryBranding chapters, we’ll move on to the “crafting leads” series. There’s so much important stuff to cover when it comes to writing leads that it took three chapters for me to get all the information in.

So, in chapter 8, I’ll tell you what the Rule of One is and why it’s super-important in copywriting. I’ll also explain the customer levels of awareness, we’ll talk about indirect and direct offers, and then, I’ll give you some criteria to help you determine when to use each type.

In chapters 9 & 10, we’ll get into specifics. That’s when I’ll start talking about the different lead types. So, chapter 9 covers the offer lead, promise lead, and the problem-solution lead. In chapter 10, we’ll discuss the secret lead, proclamation lead, and story lead.

By the time we get through all three chapters, you’ll know when to use each lead type and how to write a really great lead, which is one of the most important skills you can master as a copywriter

The ten chapters I just talked about make up the first section of this course. You can consider them a foundation for everything that follows. Once you have a good handle on the basics, you’ll be ready to move on to the second part of this course, where we’ll get into the specifics of emails, Facebook ads, webinars, Google AdWords, etc.

For example, in chapter 11, we’ll start discussing sales letters. I’ll tell you the ten characteristics of great sales letters, and then go over a really thorough 21-point sales letter formula, giving you tips and examples along the way. Because the sales letter is so detailed, we’ll also be covering it in chapters 12 and 13

Then, in chapters 14 and 15, we’ll start talking about some core concepts you’ll need to know before writing copy for a webinar. So, I’ll tell you about your prospects’ internal, external, and vehicle-related false beliefs and how to handle them. I’ll also teach you the epiphany bridge concept and go over the Big Domino, which is the major take-away you want your prospects to get from watching your webinar.

From there, we’ll get into the actual structure of the webinar itself, so in chapters 16 & 17, I’ll walk you through a really amazing webinar, slide-by-slide.

Once we’re finished up with webinars, we’ll move on to emails. So, in chapter 18, I’ll tell you ten best practices of email copywriting that’ll improve the quality of your emails overall. Then, in the next chapter, 19, I’ll go over the three types of emails you want to include in your marketing mix–content emails, relationship emails, and promotional emails.

Once we’re finished up with webinars, we’ll move on to emails. So, in chapter 18, I’ll tell you ten best practices of email copywriting that’ll improve the quality of your emails overall. Then, in the next chapter, 19, I’ll go over the three types of emails you want to include in your marketing mix–content emails, relationship emails, and promotional emails.

I’ll walk you through some email examples and explain why they’re so effective, so you have a good grasp on this subject. Follow my advice here and your prospects will actually enjoy hearing from you, rather than add you to their unsubscribe list.

Then, in chapter 20, I’ll teach you how to write for Facebook and Google AdWords. We’ll discuss headline formulas and some overall tips for strengthening your copy that will make your ads more successful.

Finally, we’ll move on to our last major subject of the course, chapter sales letters or VSLs. Because I know how important VSLs are to many of you, I devoted four chapters to this topic. In chapter 21, I’ll show you a quick and easy structure you can use for a 90-second upsell.

Then, in chapter 22, I’ll teach you how to write a longer VSL–one that’s about five minutes. In the next two chapters, we’ll tackle the longest VSLs of them all, those that are 20 minutes or more. So, in chapters 23 & 24, we’ll go over a VSL formula I created that’s converted really well for me.

Not only am I going to step you through that, but I’ve also included the transcript of the VSL with this course, so you have the entire thing to refer to later. This VSL structure will make it super-easy for you to craft really effective VSLs.

Once we’re finished with VSLs, I’ll wrap everything up in a final, course conclusion chapter. And that’s it!

So, before you get started, let’s talk about the best way to go through this course. Because these concepts build on each other, I’d recommend that you watch each chapter in order.

However, if for example, you have a webinar you need to write and need information quickly, you can definitely go straight to my first webinar chapter, chapter 14, and just watch the webinar chapters first. You’ll still find the information really valuable. I do recommend though that when you have time, you go back and complete the entire course

I’d also suggest that once you’ve completed each chapter, you spend a little time thinking about the information we covered before moving on to the next one. You can do that by just keeping your eyes open for examples of some of this stuff as you go about your day. Pay attention to the copy you come across and ask yourself–is it effective? What do I like about it? What don’t I like about it? Are there elements that could be improved?

One of the greatest skills you can develop as a copywriter is the ability to spot the difference between great copy and weak copy. A lot of copywriters can’t do that. So by making this type of activity an ongoing practice, you’ll develop a better sense for what works and what doesn’t, and your own copywriting will improve.

Alright, now that I’ve given you an overview of the course, you’re ready to get started. So, when you have a minute, check out the next video, The 10 Commandments of Killer Copy.

Brad Callen
About The Author

Brad got his start online back in 2002, and is the founder of Bryxen, Inc. The Bryxen team has built 30 online businesses over the past decade. Ranging from eCommerce products, to information products, to Saas products. His life mission is to help small to medium-sized businesses experience dramatic and consistent growth, no matter how successful they already are.

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