EPISODE #2 - R.O.C.K.S.T.A.R. Copywriting Framework

August 14, 2019

August 14, 2019

Writing effective email copy has its challenges. One of them is getting the order of things right. There’s a psychology to the correct order of a sales email and messing it up can quickly result in no sales whatsoever.

If you want a quick and easy to remember way to jumpstart your email copy to “Rockstar” status, this report is for you. Here’s the deal…

We’re going to use acronym R.O.C.K.S.T.A.R. to make sure you’re handling the emotional content of your copy. This applies to emails, sales pages, Facebook Ads, landing pages, and any other type of copy you write. But we’ll focus mainly on email in this training.

TRANSCRIPT:

00:03                            Welcome to the music of copywriting podcast, the copywriting resource for take action entrepreneurs. I'm your host, Doug Pew

00:18                            Hello and welcome back to another episode of the music of copywriting podcast. I'm really excited to have you here today because we're going to talk about one of my favorite things. We're going to talk about rockstars

00:33                            Actually, we're going to talk about you and how you can become a Rockstar copywriter. I've put together this framework, a copywriting framework to help you get in the right mindset when you're writing to your audience. This is for we're

00:51                            writing a sales page or for writing a Facebook ad or for writing an email. Even if you're talking to a person live and you know on the phone or something because whoever your audience is the the sales process that you go through them, whether it's to sell them coaching or an online course or a seminar or a mastermind, the process is psychologically the same. Now the price tag may be big or small and you know, you may have to stretch some of these components out and alter them a little bit depending on the situation. But generally speaking, the psychology of the sale that you will use within your copywriting or in person or whatever is very similar. Okay. And so I've, I've come up with this acronym of rock star. We're gonna use every letter in the word Rockstar to dive into this method of speaking to your clients, speaking to your prospect, or as I like to say, singing your customer's tune because if we can get into their psychology, if we can understand the world from the ground they stand on, which is a phrase I borrowed from one of my mentors, David Garfinkel.

02:05                            But it's such a good phrase because it's, you know, it's that whole thing about walking a mile in someone else's shoes. We may not be experiencing exactly what they are in Mina, have the exact problems and need the exact solutions that they do. But we're in business to help them solve that problem and find that solution, that green pasture or that never, never land or whatever it is that they need. So I've created this rock star copywriting framework for you to help you whenever you're writing or speaking or on a video, reaching out to your audience. Okay, so let's go through these, uh, these eight steps. The first one, the first letter R, when you're beginning your sales message or your email, there's a real important thing you have to start with. You have to understand letter are the real problem that your person, your prospect has their real problem, the raw pain that they have.

03:10                            And then you have to sort of rub it in a little bit. Now that sounds very harsh. You don't have to rub it in, you know like Nananana Kinda rub it in th what I mean by rub it in is you make it very clear to them that you understand their real problem and the rawness of the pain that they feel. Now of course it depends on what their problem is. If there's someone who's severely overweight, that real problem in raw pain might be so raw that they can hardly sleep at night and you don't want to be a jerk, but you bring to their attention by sort of rubbing it in a little, not, not meanly at all, but bringing it to their attention that gosh, that really does hurt, doesn't it? And you're missing out on all of these things because you haven't yet solved that problem.

04:05                            That's really important. You've got to start with that. If you don't start with the problem and the pain, how are you ever going to get their attention? That's so that's the first step. Our is getting in and understanding the real problem, the raw pain that your prospect or your customer has. Next, the letter. Oh, there are two parts of a sale. There's two phases, whether you're writing or talking to a person or on a video, you, you first phase is to open the sale and the second phase is to close the sale. So the Oh, in our formula, our Rockstar copywriting framework is to open the sale with a hook and you can only hook them if you understand the are that we started with their real problems, their raw pain. Okay, so you start with the real problem, the raw paint, and then you open your sail with the hook.

05:02                            Now typically that Hook, if it's in an email, that will often go in the subject line and the first sentence or two of the email that can go also for a Facebook ad, like the first sentence, or to really call out their problem and intrigued them with some kind of Hook, get them on the hook. If you are in a sales letter that might be a little bit longer, but typically in a long sales page or sales letter, the hook will include sort of the, the eyebrow, which is like announcing or attention all, um, whatever your market is. Attention all second grade teachers living in Lehi, Utah. And then the, the big headline, you know, how to um, add whatever it is. I, it's August right now people are going back to schools. I'm thinking, you know, attention second grade teachers how to face the school year without going crazy or something like that.

05:57                            But the headline and then maybe a couple of subheads underneath the headline and even the opening few sentences or paragraph, that's all part of the hook. You open the sale with this intriguing thing, this the thing that's going to solve their problem. So you call out that problem and then you open the sale with a hook. Okay, so we've done the arm, oh, now onto the c. Once you've called out their pain, once you've opened your sale with the hook, now let her see is you have to convince your prospect that you have the solution to their problem. Okay? So as you get into the dialogue a little bit more, and this can happen very quickly, like if it's a medium sized email, this might all happen in like one sentence or maybe two or three. It doesn't have to go on and on. If it's a long sales letter, typically that's a little bit more conversational.

06:56                            Uh, and it can go on a little bit longer. But you have to convince them that you have a solution. So whatever you are, whatever you do that can solve their pain, you got to call it out. Okay? That's this third step to convince them that you can solve their problems. So we, we started with are the real problem, the rob pain that they feel let her, oh, we open the sale with the hook. Now let her see. We convinced them that we have the solution to their problem. Now as soon as we make that promise, because that's how you convinced them by it's by making a promise and backing it up with some credibility, we now have to deal with their logic. We've heightened their emotional awareness with this rob pain and with the hook and we've told them we have a big promise which are trying to convince them with our credibility in our authority and naturally after the emotions are played up, their logic is going to kick up and say, ah yeah, but that's not gonna work for me.

07:59                            Or who are you to say you can do this? And that's where this fourth step, letter k comes into place. We kick objections to the curb and we, this is kind of, if this were a sales letter, this would be the body of the sales letter where we, we call out their objections and you might as well bring them up before they even call them up themselves. And in a long sales letter, you can kind of put them in a logical order of what the person might go through in their mind with their objections. And those can each be the subheads if you're in a long kind of sales page for your, your course or your membership. But if it's in an email, it can just be a couple sentences and it can even be something very simple like not sure this will work for you, you know, dot, dot, dot, and then you can get into why it will work for them.

08:52                            So we call out those objections and we kick them to the curb. We just kind of knocked down those objections. Okay. That's the fourth step. So we started with are the real problem, the raw pain, then, oh, we opened the sale, then c we convince the prospect, the listener, the reader that we have a solution to their problem. And then k we start kicking their objections to the curb, not to help us kick objections to the curb is the next letter. Letter s one of the best ways to kick objections to the curb is through demonstration because demonstration, especially a dramatic demonstration, is the most powerful form of proof. And often the best demonstrations come in stories. And so you can tell a story of someone like your prospect who's already gone through your system, your course, your membership, who, or maybe they've already been through your coaching, or they'd come to your seminar and they've already experienced the solution that you offer and they've already overcome all the objections that you're helping this reader overcome and their story can really help your reader or listener identify with a successful case study.

10:07                            Uh, there's the famous example of the Otis elevator way back and one of the world's fairs, I forget if it was the 1880s and nineties or early 20th century, but they were having a hard time. The Otis Elevator company was having a hard time selling their elevators because people were just not convinced that an elevator could really work for them. There were too many problems. They're tuned. Too many elevators had crashed and people died, and there's just no way people were going to get on an elevator. So at this big world's fair, he has an outside elevator with the Special Otis locking mechanism and he gathered all these people around, had a few people up on this raised elevator, and then took these huge wire cutters and cut the first of the two big heavy wires that were holding the elevator up to show that the Otis mechanism would lock even if the wires were cut.

11:03                            So they cut the wire, people kind of freaked out. There was still one wire left, it was getting wobbly, and then they cut the second wire. But as soon as they did the Otis mechanism locked in place, and it demonstrated very dramatically that the elevator was not going to crash and burn. And from that time forward, the Otis elevator began showing up in these buildings all over New York City and skyscrapers started to rise up because before this time nobody wanted to build anything higher than the four or five stories. It'd be too much walking. But after this time, it totally revolutionized this industry of building. So through the story that these people saw this dramatic demonstration, the story of the solution did all the selling for, okay, so that's five steps so far. We started with our, we demonstrate the real problem, the Robb pain, maybe rub it in a little bit, nicely call their attention to it. Oh, we opened the sale with a hook. See, we convince them, the prospect, the listener, the reader that we have the solution to their problem. Let her K we kick objections to the curb. Let her s we demonstrate our proof with a story that demonstrates the solution.

12:22                            Writing a sales page or email sequence for your new online course membership site or product launch can be frustrating and take hours, days, or even weeks even at the best of times. You put your heart and soul into your writing, but you're not sure if it's going to resonate with your audience. You've spent weeks or even months creating our content and a lot is riding on the success of your sales page and email sequences. It's the kind of fear that keeps you up at night, worried that all your hard work will have been in vain. Luckily, there is a way to get your copy ready without spending thousands or even tens of thousands of dollars hiring another copywriter. I do copy critiques and one on one sessions to help you finalize and maximize the strength of your sales pages or email sequences. I take the time to study what you've written and make suggestions to improve and hone your copy.

13:08                            I've written winning copy, promoting online courses and seminars for influencers like Ray Edwards and social media examiner. I've coached copywriters as a part of the Ray Edwards International copywriter certification program. Here's what one of my students, Colin Daley said about my coaching and critiquing Doug is a copywriter who knows how to find the most important idea quickly is coaching. A few simple but powerful suggestions helped me improve my copy in record time. Doug's unique musical perspective helps him feel the right word or phrase from the reader's point of view. If you're looking for a copy coach or killer copywriter, I highly recommend Doug. Thanks Colin. To get you a copy critique, visit Douglas pew.com/work with me and now back to our show.

13:53                            Letter t now is transformation. So that's the story. Both helps kick to the curb, the objections and moves us to let her tea because we have to change the belief of the reader. Every reader of any kind of advertisement, even if we think they're probably pre-sold or pre-qualified, everybody's a skeptic. Everybody who reads an ad, which happens thousands of times a day to all of us in this Internet and social media age, we are all skeptical until we see that transformation can really happen. So the story helps to overcome the objections and move us to this transformation phase. I think, wow, if so and so could have this solution, whatever the pain is like, let's go back to the overweight though. Overweight, obesity, pain, let's say, cause you know, takes one to know one, I'm, I'm in the middle of my weight loss challenge myself right now.

14:58                            So this is very fresh in my mind and I've been talking a lot with my doctor about it, who I'm actually writing a big sales letter forces. It's just at the top of my mind. So don't, don't be offended anybody out there. I, you know, I struggle with being overweight. So this is really my problem. But Dr Gus, my doctor is helping me see through his credibility and through the stories of his clients and their transformation that I can truly have this transformation too. So he has moved me through these steps to transformation where I can sort of forecast my mind and imagine having this transformational experience. Okay. After t transformation, oh, I have a little example for, excuse me. So often in a sales email or in a longer sales page, we have this part of the letter where we, we explain what people are going to get.

15:59                            Like it's a book or it's a course or whatever, Eh, let's say it's a course, right? So when you, when you list out what they're going to get, the deliverables in the course, even if this isn't a kind of a short email, don't just say module one is called get better sleep. That's boring. You got to couch that in transformational language, something like this in module one called getting better sleep. You'll discover the 13 best tricks to getting to getting to sleep faster and staying asleep longer so you can wake up full of energy, right? Can you see how that little sentence just told a story and you can kind of see yourself waking up feeling refreshed and what that would be like. Like that's a bit of transformational demonstration. Now I did it in one sentence. You can of course do it in more sentences and it depends on the length of your copy and things, but you got to describe even your deliverables in transformational language.

17:03                            Cause remember they're skeptics. Then everybody's a skeptic. All right, so we did our O, c, k, s. T, now you're at a, now we need to invite them to take action. Okay, Zig Ziglar said timid salesmen have skinny kids. Same goes for copywriters. Timid copywriters have skinny kids. We have to ask them to act and this happens all the time in live selling like when you're one on one with somebody, but it also happens in writing and you have to be careful and I heard Dean Graziosi talk about this, he's a, if you don't have that name, he's a big famous marketer guy, works with Tony Robbins on some cool stuff. He was at a conference talking about selling. He said, you know, you might be so excited about the transformation and the story and your case studies and then you come to ask them to take action.

17:56                            Then you get kinda quiet and you look down and you look at your hands and you fiddle in, oh well if you decide you want to, it's only this much and you kind of get, it's like, Whoa, what happened? This is the spot where you're supposed to get extra excited. You're supposed to lean into the sale and ask for action because you know that they will have a transformation. You need to believe in your product. Enough hope. Hopefully you do that. You know, if they apply what you're teaching them or what you're offering them or what you're gonna give them to read or whatever it is that it's going to somehow change their life and solve that problem that you got them into the sale with. And if you get timid all of a sudden when asking them take action, you are doing them a dis service.

18:42                            If you had the cure for cancer, would you keep it to yourself? I sure hope not. I hope you'd be running from clinic to clinic and telling everybody and like with the most enthusiasm you can muster because you've found the cure. Okay. That's why you're in business to cure people's problems. So don't get timid. You have to ask for the action and do it with continued transformational language. Okay. And the last is the letter R or, so we started with an R and we end with an art and the final art is results. So we ask for the action and then one more time we show them what those results look like so that they can forecast their vision and see like maybe it's a year from now, what will your sleep be like or next summer, how will you feel going to the beach with your kids having lost 50 pounds?

19:40                            How will you feel about yourself? What will you be able to tell yourself about your own image that will make you feel better, uh, or you know who the ladies are gonna Watch you as you take your shirt off and go, whoa, who's that guy's wife? Wow, she's so lucky, right? Like that kind of results, helping them see what can be. All right. So let's do a quick review through R, O, c, k, s, t, a, r, the Rockstar copywriting framework. And again, this applies to writing emails, to writing Facebook ads, to doing videos to doing the long form sales letters. And you know, of course you can massage it a little bit depending on how aware are your audiences. If it's a very direct sale or Fritz takes a little bit longer to get into the cell. This is all massage bubble. This is very kind of psychological part of copywriting.

20:36                            This framework, so we start with are the real problem, the raw pain and we kind of rub it in, bring it to their attention. Then we open with this, the open the sale with a see we convince the prospect that we have the solution to their problems. We K kick objections to the curb. Then we tell a story with letter s the story of the solution which demonstrates that we're both kicking to the curb their objections, that we have credibility that we've done this before and that leads directly to t the transformation they will see in their life and then let her a, we will invite them to take action which will be followed by real life results. And this I, I love that it's called Rock Star copywriting framework for, well, first of all because I like rock stars and I like rock and roll and music in general, but also because really if you can, if you can do these things in this order and the order is important, there's sort of a psychology to this order that you need to follow.

21:42                            This can turn you into their personal rock star because not only will you be helping them to solve an initial problem, you're going to help transform their life. You will be their rockstar. And I've prepared this, um, this document for a pdf which is called Rockstar copywriting framework and you can find it with all the details that we've talked about today on my website@douglaspew.com slash start just below the fold, the opening part of the website, if you scroll down just a half a page, there's a little section called boost your email conversions with one of my free cheat sheets. And the very first one is the rock star copywriting framework. Now there is a second half to this free pdf. It's called Rockstar copy on your framework and hit song emailed template and that's what we're going to talk about in the next episode of the music of copywriting podcast.

22:45                            So I hope you have enjoyed this little discussion about the rock star copywriting framework and that's, you can now take it, get this free pdf to remind you, uh, you know, put it on your wall so you can refer to it the next time you're writing your emails or your Facebook ads or doing a video and starts singing your customers tune. You will be amazed. It works. It really works. All right, go over to Douglas [inaudible] dot com slash start scroll down just a bit and find the Rockstar copywriter and framework and hit song email template. Download it and use it to your heart's content to sing your customers tune and then come back next time to get a deep dive into this hit song email template. We're going to get musical hair. It's going to be fun.

23:35                            Alright, I will see you next week.

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