WEBVTT 00:00.180 --> 00:03.090 So no one you know what copyrighting is. 00:03.090 --> 00:07.230 Let's go through how it works now copyrighting is an art. 00:07.240 --> 00:11.180 I'm a beautiful the very important art. 00:11.280 --> 00:17.990 However we're going to want to focus on what's truly effective and what's really working. 00:18.030 --> 00:24.230 So let's go through this fast track in copyrighting and make sure that we're nailing our headlines when 00:24.300 --> 00:30.720 nailing our sub heads and really getting to the point and increasing conversions. 00:30.720 --> 00:31.870 Sounds good. 00:31.900 --> 00:41.250 OK so starting with the basics in copywriting there's a couple of keys we need to understand. 00:41.330 --> 00:45.670 Now the first one is that people hate being sold. 00:45.680 --> 00:47.510 I'm sure you can relate to this. 00:47.630 --> 00:51.380 If you're in the store someone is trying to sell you something. 00:51.480 --> 00:54.890 You're going to have resistance is our natural reactions. 00:55.190 --> 00:56.810 And it's the same online. 00:57.080 --> 01:02.030 You don't want an ad popping up just as by now there is resistance to that. 01:02.060 --> 01:05.630 You don't want to be sold anything. 01:05.630 --> 01:10.130 Now please note this town this is very important. 01:10.130 --> 01:18.950 And the second thing is that people buy with their emotions whatever product you're having whatever 01:18.950 --> 01:20.230 service you have. 01:20.390 --> 01:24.830 No one wants your actual product or your service. 01:24.830 --> 01:27.410 People want the results. 01:27.410 --> 01:29.100 Let me give you an example here. 01:29.150 --> 01:33.330 Now I could easily sell a six pack. 01:33.380 --> 01:36.310 I could easily sell a great physique. 01:36.320 --> 01:45.080 I could sell a great body I could sell this summer body of the year but I would have a very hard time 01:45.200 --> 01:52.520 selling training even though it's the same thing even though I would sell training to get that body. 01:53.120 --> 02:00.020 I would not use it in the headline or in the subhead to sell the training because that's not what people 02:00.020 --> 02:00.620 buy. 02:00.650 --> 02:02.920 People buy with their emotions. 02:03.080 --> 02:04.960 Sell them the results. 02:05.030 --> 02:09.620 People will be interested and that's when the conversions happen. 02:09.620 --> 02:17.260 And also before anyone can buy anything they need to justify their decision. 02:17.300 --> 02:22.280 They need to be assured that they're making the right decision. 02:22.340 --> 02:25.570 If you can't make sure that they justify their decision. 02:25.580 --> 02:30.170 If you cannot assure them they're not going to be able to buy. 02:30.350 --> 02:36.180 They're going to feel too guilty or they're not going to have enough time or money or whatever problem 02:36.200 --> 02:45.080 that pops up now justifying could be for example giving them a limited offer let's say for three days. 02:45.110 --> 02:48.470 It's going to be 50 percent of the sales. 02:48.470 --> 02:56.120 Now there is an urgency the justification here is if I don't buy this right now I'm not going to be 02:56.120 --> 03:01.310 able to make this great deal if I don't buy this now and I buy it later. 03:01.310 --> 03:08.510 I'm going to lose money and no one wants to lose money other ways to justify it is to make sure that 03:08.510 --> 03:16.400 they deserve it or make sure that they need it making sure that hey what's going to happen if I don't 03:16.400 --> 03:17.860 have this product. 03:17.900 --> 03:27.100 That's a great justification so people buy with their emotions and people need to justify their decision 03:27.460 --> 03:32.950 sell the results and usher them so that they can justify. 03:32.950 --> 03:35.310 And that's how you really sell. 03:35.410 --> 03:36.880 Don't just sell them things.