How to Write Copy That Leads People to "Yes"

Morning. I have this morning another reading from the good book cash copy and I've just started a leads and conversion workshop yesterday and I had someone on the um on the workshop that reminded me just serendipitously of something that happened to be in journal number four. Remember I u talked about Jeffrey Lant and cash copy and almost everything you need to know about marketing and writing great copy can be summed up in four words. You get benefit now.

And one of the things that um we used to uh read to Eban and I used to call each other up and quote from uh Jeffrey Lamp. But Jeffrey's egregious error number 12 is you don't know what you want the prospect to do and are not prepared for the prospect when he takes action. And there was some it's really interesting that this is what Jeffrey is saying is that you have to be a leader. You have to lead people into action.

And you have to lead them in the direction that you know is the best thing for them to do. And by taking that leadership role, not trying to convince somebody, not trying to like get them to do something against their will, leading them to what the next best step is for them to do right now by clearly articulating that you understand what their problem is. maybe in a way that they don't even understand it and you've specifically got a a solution for them. So, one of the things I mean I I wish I knew how many millions of dollars have been made from this paragraph of words that I wrote in this journal right here in 1997.

So, I we created a book called How to Sell Your House for Top Dollar Fast. A little information booklet for people, which again, you get benefit now. How to sell your house for top dollar fast. Now, um, the words that I came up with on page 172 of journal number four, this is the first time these words are written, is if you're going to sell your house in the next 6 to 12 months, what you do right now could make a difference of thousands of dollars, especially if you're going to be buying another home.

Now, if you look at that and I've streamlined it instead of going to be, but just say buying, especially if you're buying another home, that turned into an ad that uh in future journals, I'll show you the the full page ad of that, but offering that book um has been a an amazing lead generator for our realtors and gotten many, many, many listings. things because it's specifically speaking to a very targeted audience. Someone who's thinking about selling their house in the next 6 to 12 months where all the other realtors are. Now's the time to sell.

List your house with me. Call Dean and start packing. All of these things that your house sold today or all of that is looking for the immediate people, the people who are in the market right now. Now, by the way, in the next 6 to 12 months, that can include that's a really good chance that people are going to be taking action now on this too.

But what what made me laugh was Arash in Toronto. Uh he's been running this we have a Facebook ad that we use offering this book and it's my primary thing right now. Um and he ran this ad. Then he was following up with someone who had downloaded the book and he sent me a recording of the conversation with her and he called and said, "Hi, it's Arash.

I sent you the the How to Sell Your House for Top Dollar Fast book." And I was just curious, what was it about the ad that caught your attention? and she paused for about one second and then she said, "Well, I'm gonna sell my house in the next uh next year." And I saw that there were some things that I should be doing now and I wondered what they were.

So, it was like so exactly spoton what it was that was happening. And it turns out in the conversation she was uh her daughter was going to move to town. they were going to sell their house and then they were both going to buy homes in a particular uh area. And all because you're speaking directly to the immediate need of somebody in that uh in that exact situation and articulating it using real language, not sales lang.

That's really what not what this is about. It's not about using flashy or manipulative sales language. It's about using leadership language. It's about taking people by the hand, helping them know that you know exactly where they're going and you can take them by the hand and get them to the benefit, the result that they really want.

So, one of the things that u Jeffrey said in the book was the aim of this book is to teach you how to write masterful copy to select the right words and to use them properly so that your prospects spend more of their money on what you are selling than they do on what other people are selling. But you will only achieve this desirable result if you act like a leader, not an obsequious cringer. And I thought, man, that's so wild, right? like uh this skill of learning how to write cash copy, learning how to write persuasive language, coupled with, you know, coupling this with Jerry Spence's uh book of how to argue and win every time and coupling that with an understanding of Robert Chaldini's underlying six weapons of influence to really understand the full picture of what moves people through a decision process and how to guide them to a decision that includes you.

That's really what this is about. So, I look at this that being able to write words that get people to take action remotely on behalf of someone else. Now that I've got this, I've helped thousands of real estate agents use this exact system to get listings in their market and are, you know, we're surrounded in our go-go agent uh program. All of the realtors all over the country that are using this and having success.

So writing, being able to write the words that are um you know exactly leading the people that you want to do business with to the right decision starting where they are. Like it's not about we're ready to sell our house right now. One of the best things you can do is get people early on in the process of preparing for when they're going to do something. So that was uh that's an exciting thing.

What you uh read about you think about and what you think about comes about. So it's a fantastic skill. I can't encourage you enough to get that. I got a funny email the other day from Rick.

It says, Dean, question. Are you saying you can teach me to make fat stacks by hanging out at a pub drinking coffee like you? And I laughed to myself because I was thinking, you know, yes, I I can do that. That's what I do.

is the funny thing. What I really realized is that every idea that I've had, every dollar that I've made over the last 30 years has gone through my brain, through my pen onto a piece of paper in my journal before it went out into the real world. And if I can turn people on to that activity as a driver for what to do, what to think about, what to ask yourself to draw out, what the next most valuable action is for you, and how to find the most profitable things that you can install in your business. I'm all for it.

So this Friday at 100 pm I'm going to do for the first time a 50inute profitfinder workshop and you're going to join me live on Zoom and we're going to go through a 50inute exercise. Bring your pen. Bring a notebook or piece of paper. And I'm going to guide you through a thinking process that will help you identify where the lowest hanging fruit is in your business and maybe some fruit that you didn't even know was there.

But I'm going to show you where to look for it. So, it's free. It's for you. m.

this Friday. Just watch. Go to What did we call the website, Josh? >> 50inut profitfinder.

m.