Jeff Goins's Blog, page 18
March 4, 2018
4 Essential Elements to Writing a Great Blog Post
Writing for a blog can, at times, feel daunting. You sit down to write and the words don’t come. In fact, I struggled with coming up with what to write just this morning. At times like these, a little structure for your blog can go a long way.
Over my 11 years of blogging, I’ve made a habit of studying prolific, influential bloggers, and realized something:
They all have a system and structure for blogging.
While the structures vary, they all some form they follow. I’m sure there are exceptions to this rule, but I haven’t found one yet. The norm is that serious bloggers have a set way that they write every blog post.
And you should, too, if you’re going to be prolific, if your words are going to reach people and resonate with them. So what does this look like, exactly? How do you write a great blog post every single time?
Depending on the focus of your blog and your personality, your approach may be slightly different, but I’ve observed that the most powerful blog posts typically have four important elements. Here they are:
1. An attention-grabbing headline
A good blog post is about one topic, one story, one idea. Not 57. Not 101. Just one.
Before you begin blogging, figure out what you want to write about. Choose a mock headline to give yourself some structure (you can always change it later), and start writing.
Good titles are interesting, descriptive, and engaging. It should read like a magazine headline or a TV newsflash, daring the reader to click the link. (If you need help, read this post: “5 Easy Tricks to Help You Write Catchy Headlines“.)
This is the first thing your readers see — and the only thing, if you don’t do it right. Take time crafting a great headline. This is the first step (and the last) before you hit “publish.”
2. A captivating lead paragraph
You know how much first impressions matter, right? So why aren’t you writing like it? Why are you wasting readers’ time with frivolous details and silly little anecdotes?
When it comes to the Internet — when people’s attention spans are even more limited than with print — your opening paragraph is crucial. Don’t blow it. Journalists know this. It’s ingrained in them. “Don’t bury the lede,” they say. If you don’t hook your readers immediately, you will lose them forever.
Start off with a quote, a question, or a bold, audacious statement. You only have one shot. Make it count.
3. Interesting supporting points
This is the body of the article. It’s the “meat” of the post — what will back up your main topic or argument.
Every story you tell or idea you share needs to have supporting rationale, something the readers can sink their teeth into. They don’t all need to neatly fit into a three-point argument or a seven-step process, but you can’t be all over the place.
Consider what you want to say and how you will back it up. A great way to organize is to make a list of bullet points. Then, write the body of the post using these as your main sections (if appropriate turn the points into subheads, like I did with this post).
If your blog post is a road, these points are the street signs leading your reader to the end.
4. A compelling call-to-action
If you’ve hooked your readers’ attention with a good title, drawn them in with an interesting lead paragraph, and then led them through with compelling points, now you need to wrap it up.
Don’t be vague. You don’t want your audience wondering why they bothered reading your post in the first place, do you? Give them something to take away.
Want your audience to reflect on a particular idea? To do something? Respond somehow? Whatever it is, be clear about it. It will not just happen. You will get what you ask for. This is the part of the post where you invite your readers to answer a question, leave a comment, or share your post. Make it clear and actionable.
Put it all together
When I write a blog post, I follow each of these four elements, treating them as steps. Here’s how I typically blog:
Choose a topic and write a headline.
Write the lead paragraph.
List a few main points in the body.
Write your call-to-action.
Edit and revise. (At this point, I usually revise the headline.)
Proofread.
Publish (checking the headline one last time to make sure it still works).
To see a list of some of my most popular articles and how I structured them, here they are:
10 Ridiculously Simple Tips for Writing a Book
8 Tips for Waking Up Early & Conquering the Alarm Clock
The Short Guide to Launching a Self-hosted Blog in 8 Minutes
How to Overcome Writer’s Block: 14 Tricks That Work
5 Easy Tricks to Write Catchy Headlines
Follow this process every time you publish, and you’ll struggle a lot less with coming up with great content. The structure may feel kind of stiff at first, but this is like any practice you do. Eventually, it starts to feel normal. The constraints can lead to greater creativity.
It may not always be easy, but you’ll have a structure for when you get stuck. And you’ll always know how to begin. And if you need more help getting the writing done, check out this article: How to Get Your Writing Done Every Day.
What’s your process for writing blog posts? Share in the comments.
February 28, 2018
How to Pivot Your Career Towards Your True Passion: Interview with Jenny Blake
Have you ever felt like you should be happy with your life, but part of you is itching for what’s next? Of course, you have. You’re human. And you’re not alone.
Our guest on the podcast this week has felt that way, too, and she’s created an entire business around her experiences. Jenny Blake is a speaker, coach and business strategist. She is also the best-selling author of Pivot, a book about learning how to be better at the one constant in life: change.
Believe it or not, Jenny was not always resilient when it came to change. In fact, the impetus for Pivot and her current business model stem from her lack of ability to handle change well. She hit plateau after plateau and felt like there was was something wrong with her because she wasn’t happy despite having several “dream jobs” in her 20s.
Although she worked for a great start-up and for Google, she was always looking for what was next and looking to evolve. What she realizes now is she simply wanted to grow, and that she in fact was an entrepreneur at heart.
On this episode of The Portfolio Life, we talk about why she thought she wasn’t cut out for the life of an entrepreneur, why she is so passionate about pivoting, and how the skills she developed along the way helped her be who is she is today.
Listen to the podcast
To listen to the show, click the player below (If you’re reading this via email, please click here).
Show highlights
In this episode, Jenny and I discuss:
Why are we sometimes wrong about our own shortcomings?
How to embrace change knowing our pivots won’t be perfect.
What does it mean to pilot and why is it one of the most critical skills we can develop?
Are you a high-net growth individual and how do you adapt if you are?
What are the three Es?
“Many of us are pivoting and getting pivoted by choice and circumstance.Jenny BlakeTweet thisTweet
Jenny on taking a project to the next level
Why you don’t have to figure everything out overnight!
When do you know a pivot is working and when it is not?
How do you know if you should leave a job you hate?
How to balance your day job with a side project.
“If change is the only constant let’s get better at it.Jenny BlakeTweet thisTweet
An inside look at Jenny’s professional portfolio
Why what works isn’t what we would necessarily expect.
How did she build her portfolio?
Why doesn’t she identify as a writer?
Are royalties a big part of her income?
Why does she offer licensing and how does that revenue model work?
Resources:
Jenny Blake’s web site
Pivot , by Jenny Blake
10 Reasons I Love My Cubicle, article by Jenny Blake
Duchamp: A Biography , by Calvin Tomkins
Lives of the Artists , by Calvin Tomkins
Real Artists Don’t Starve
The Art of Work
Subscribe, rate and review on iTunes
What disparate interests and experiences have come together in your life that make you unique as an artist? Let us know in the comments.
February 26, 2018
4 Questions to Help You Start a Successful Blog
The other day, a friend asked, “Is blogging making a come-back?” which started a conversation about whether or not it ever went away in the first place.
Spoiler alert: I don’t think it did.
What happened? People just got lazy. They got greedy. And many communities went elsewhere — to Facebook, Instagram, Voxer.
How do I know this? Because for a time, I was one of those people. My first blog began in 2006. Then for the next six years, I had failed blog after failed blog. The main problem? I was lazy. I wanted thousands of fans without really doing the work of thinking about how I could serve them.
What finally changed for me was I gave it another shot. Goinswriter.com was my ninth blog. My ninth attempt at trying to build an audience. And guess what? This time, it worked. Because the way I approached blogging completely changed. I stopped worrying about what I could get out of this and started trying to figure out how I could serve people more. How I could help. How I could give.
And believe it or not, that made all the difference.
I’ve been doing this for a while now — writing on a blog and teaching other bloggers how to succeed — and I can tell you that blogging is still very much alive and well. Not just because I’ve been doing it for a long time and seeing great results (more traffic and better response than ever, in fact), but also because every year, I see bloggers start from scratch and build massive online communities that help their work spread. All it takes is some intentionality and a little generosity.
“All it takes to succeed at blogging is some intentionality and a little generosity.Tweet thisTweet
So, I want to share with you how they do it, as well as how you can emulate their success. What does it take to succeed in blogging today? Just four honest answers to four simple questions:
4 questions to help your blog succeed
There are four questions you need to ask yourself when it comes to blogging.
1. What is this about?
What is your message? What do you want people know or hear about?
To simply say your blog is about you is not enough.
What compelling message can you share that will get people excited to read your writing and experience your content?
2. How will you communicate your message?
So often we read writers and listen to podcasts not just because of what they say, but how they say it. Voice matters. So what does yours sound like? Are you a teacher? Will you chastise your audience or coach them? Will you get personal or keep your content prescriptive?
Good writing is about choices, and until you make some, your message will feel bland and uninteresting.
3. Who is this for?
You cannot create something for everyone. It doesn’t work that way.
Something for everyone is effectively something for no one. Because we, the audience, don’t want to feel like we’re part of everyone. We want to feel special, and the way you can make us feel that way is by communicating a unique message for a specific group of people.
This is your tribe. Who are they? How will you reach them? Knowing your ideal audience is half the battle. The other half is simply finding them.
4. Does this add value?
Are you creating so much value for your readers that they would be willing to pay you? Of course, not all blogs have to be monetized, but it’s a good question to ask as it indicates how much value you’re actually adding.
And if you want to become a full-time blogger or author, then having some idea of what you want to sell is a good idea. And if you are building a community that will be hard to monetize, that would be good to know at the outset. It will help you have the right expectations.
Here’s what it comes down to. You need four elements to create a successful blog:
A clear message
A powerful platform
A committed tribe
A product to sell
Those four things will help you clarify your message and grow a large audience that you can eventually monetize. If you want to learn exactly how to do that, sign up for one of my free trainings happening this week.
Click here to find a time that works for you.
Which question above do you need to answer next for your blog? Share in the comments.
February 21, 2018
What Copywriting Really Is: Interview with Ray Edwards
Have you ever had an idea you wanted to share, a story you wanted the world to hear, or conviction you wanted other people to have, as well? Well, believe it or not, that makes you a copywriter.
Copywriting, it turns out, has nothing to do with trademarks. It is the art of effectively persuading your audience to take action through the written word. And today’s guest on the show is an expert at it.
Ray Edwards is an online marketing expert and copywriter extraordinaire who has worked with the likes of Tony Robbins, Jack Canfield, Michael Hyatt, and even yours truly.
But this episode is a bit different. Instead of interviewing Ray, who is a good friend of mine, I asked him to guest host the show, answering questions I sent him to dive into his deep knowledge of copywriting and online marketing. Ray spends the entire episode explaining how to get more people to buy more of your books, read more of your blogs, listen to more episodes of your podcast and land bigger, better book deals.
We start the episode learning more about Ray’s background in eastern Kentucky, where he grew up. He started in the radio business at 14. He began helping advertisers come up with clever ways to get people to come in and put cash in the registers and soon found he loved it. He attributes this love to his entrepreneurial family: his mom, his aunts and his uncles all had their own businesses. From them he understood business owners (including artists) want to make sales.
Ray found that lesson to be true in radio, too. It was the salespeople who made the money – not the DJs – so he befriended them. He went on client calls, he studied Jay Abraham, David Ogilvy and John Caples who are the classic masters of direct response marketing.
All of that changed when the Internet came along. It effectively killed off radio so he began offering his services online and he has never looked back.
On this episode of The Portfolio Life, Ray shares tools that any of us can use regardless of our current skill level. He also shares the medium which has allowed him to sell an estimated $300 million worth of goods and services, as well as the next steps you can take to become a better copywriter.
Listen to the podcast
To listen to the show, click the player below (If you’re reading this via email, please click here).
Show highlights
In this episode, Ray answers the questions:
What is direct response marketing and why is it so powerful?
What was the key to Ray’s success in radio?
How did Ray’s family influence his understanding of business, marketing and sales?
Why did the Internet kill radio?
What is the pastor structure, and why does it have nothing to do with religion?
“If you connect with the head you are dead. If you connect with the heart now we can start!Ray EdwardsTweet thisTweet
What copywriting is and why it matters
What are real-life examples of copywriting from your daily life?
What does the movie You’ve Got Mail have to do with copywriting?
How has he sold an estimated $300 million worth of goods and services?
What are the basics of copywriting?
What determines how the world sees you and treats you?
“Marketing is something we do for people, not to people.Ray EdwardsTweet thisTweet
Framework for writing effective copy
P is for problem and pain
Know the person you are writing to, know their world, their situation and understand what problem they are having as they are aware of it. Identify what they think the problem is and then move on to the pain. Pain is about how it hurts for them. What matters to your reader is do they think they have a problem? If so how do they perceive the pain of the problem?
A is for amplify the pain and give aspirations
What is the cost of not solving this problem? What is the cost of doing nothing? What will happen if they do not solve this problem? Stay with the emotional experience of doing nothing and expand on it. Then give them something to aspire to – the a also stands for aspirations. Show the reader what they can aspire to if they take action and speak to it.
S stands for story, struggle and solution
Tell the story of how you or someone else faced the same problem, how they struggled through trying to solve it (including a few failure cycles) and then tell the story of how this was solved. When did you draw the line in the sand and how?
T is for transformation and testimony
Show how you or the person in your story has transformed their life by this process, product or service, show the before and after. Then segue into the testimonials immediately in which other people tell the story of how your product, service or solution empowered them to become the after picture. This is not about facts, figures, evidence but stories.
O is for offer
The offer again is about transformation. In essence you are saying trade me this amount of money and you will receive this transformation. This is the vehicle to get you to the transformation, you have to talk about the details of what you are selling to get them to their destination.
R is for request or response
Ask them to do what you want them to do.
Resources:
A Six-Part Framework for Writing Better Sales Copy
Ray Edwards’ web site
Ray’s Copywriting Academy
Write Copy That Sells by Ray Edwards
Everything is Copy documentary
Ray’s training videos
Real Artists Don’t Starve
Subscribe, rate and review on iTunes
What are you going to use the P.A.S.T.O.R. framework for next? Let us know how you’re going to apply it and how it works out for you in the comments!
February 14, 2018
How to Turn Your Greatest Insecurities into Your Greatest Assets: Interview with Brett McKay
Often in life, our greatest weaknesses can become our greatest strengths, if we are willing to do the work. This is true for Brett McKay, founder of The Art of Manliness, which he describes as a men’s lifestyle magazine that helps men become better men in all aspects of life from being husbands, fathers, citizens, and community members.
Brett started The Art of Manliness because, in part, of his grandfather’s influence.
One of his favorite childhood memories is going to his granddad’s farm in New Mexico and spending time with his grandfather. His granddad was a jack of all trades, but master of many. He was a curious man who continued learning about the world around him and in the people in it until he died at the age of 101.
His grandfather’s tough mountain man skills along with his thirst for knowledge stuck with Brett into adulthood today — largely because Brett found those were things that were missing in culture and in his life.
One day while looking at men’s magazines he noticed they were all focused on similar topics: six-pack abs, the latest sex secrets, and other stereotypical “macho” man subjects. But no one was focusing on life skills as a father, a husband, and a citizen of the world. No one was helping men with topics like facing your greatest failure, how to know if you should marry the woman you are dating, and how to help you and your wife after a miscarriage.
Brett decided to do something about that, and while on winter break from law school, he began The Art of Manliness. In no time at all the web site found its footing and grew a considerable audience. Today it has spawned several books, courses and a podcast.
On this episode of The Portfolio Life, Brett and I talk about why the world needs you to turn your insecurities into assets, how he knew it was time to transition from his corporate legal job to becoming a full-time blogger, and what he does with his life when he’s not working to become the best man he can be.
Listen to the podcast
To listen to the show, click the player below (If you’re reading this via email, please click here).
Show highlights
In this episode, Brett and I explore:
How does his grandfather continue to influence his life today?
What was his childhood like in Oklahoma?
Why did he start his first blog, The Frugal Law Student?
What does his team look like today?
What is The Strenuous Life and where did the idea come from?
“Every generation revolts against its fathers and make friends with its grandfathers.Brett McKayTweet thisTweet
The origins of The Art of Manliness
What did bare knuckle boxing from the 19th century have to do with the site?
What was his first article about on The Art of Manliness?
Why do a lot of men come to the site?
What personal lessons of his does he share with his audience?
The origins of the illustrations and images on The Art of Manliness.
“Living life right now is where I get a lot of ideas.Brett McKayTweet thisTweet
On life after law school
Did he work in the legal world after completing his law degree?
How did he decide to take a risk on The Art of Manliness?
Why does he not claim to be an expert?
How did this web site fill a void in the marketplace?
Out of all the skills on the site, which are his favorite?
Resources:
The Art of Manliness web site
The Illustrated Art of Manliness , by Brett McKay
Other books by Brett McKay
The Art of Manliness podcast
The Strenuous Life
Real Artists Don’t Starve
Subscribe, rate and review on iTunes
How have your early influences impacted your artistic career? Let us know in the comments.
February 12, 2018
How to Build a Blog Site from Scratch
Once you’ve set up your self-hosted blog on WordPress (or whatever platform you decide to use), next you’re going to want to begin building your blog.
Over the years, I’ve built over a dozen blogs, many of which were built the wrong way, unfortunately. Which required me to go back and start over.
Eventually, I learned that building a blog is a lot like building a house. Minus the fact that building a house is way more difficult and labor intensive and, oh yeah, super expensive.
But other than that, they’re pretty much the same. 
February 7, 2018
How to Stop Being Awkward & Captivate People’s Attention: Vanessa Van Edwards Interview
Sometimes, our greatest gifts come from our greatest challenges. Vanessa Van Edwards is a prime example of this. She found a way to turn her awkward social skills into a thriving business helping others do the same.
Today, Vanessa is the proud creator of Science of People, a lab based in Portland. As the lead investigator at The Science of People, Vanessa and her team research people’s behaviors, what drives those behaviors and whether or not those behaviors can be predicted and/or changed.
She founded the lab as a result of her own recovering awkwardness. Growing up she was so afraid of being judged she completely shut down. She avoided social interaction as much as possible, even coming up with creative ways to stay indoors during recess!
That began to change thanks to a college professor. During a group project, Vanessa tried to complete the project on her own by bargaining with the professor. She asked if she could write 20 pages on her own, instead of the required 10 pages (two pages per person in the group). Her professor said no, and encouraged her to begin researching how to interact with others. He gave her multiple books to read on the science of people and opened up a whole new world for her. She dove in headlong and hasn’t turned back since.
Today on this episode of The Portfolio Life, Vanessa tells us the two kinds of awkwardness we can fall into and which one she used to be. She also tells the story of meeting one of her idols and how it went painfully wrong. We wrap up with what it took for her to become an expert in this field, and how you can apply the same lessons.
Listen to the podcast
To listen to the show, click the player below (If you’re reading this via email, please click here).
Show highlights
In this episode, Vanessa and I dive into:
How did a college professor steer her towards the work she does today?
What did getting grounded in high school have to do with her first business?
Where did her love of writing come from?
What is one of the most awkward things she said or did while on the road to recovery?
How important is the social aspect to your success in life?
“The greatest moment you can have with another human being is that feeling of me too.Vanessa Van EdwardsTweet thisTweet
On how Science of People began:
The moment she went from being a writer to a researcher.
How did she use both qualitative and quantitative research to make her mark?
What methods were most effective in growing her audience?
What is thin-slicing and why did it matter to her lab?
Can you guess popularity from a face? The findings her lab discovered.
“It’s about trying to get with the right people in the right way in the right place.Vanessa Van EdwardsTweet thisTweet
Practical tips for recovering awkward people:
How and why creating structure for your conversations is important.
How to find commonalities that create bonds.
Are there non-verbal signs and signals we can give to engage others?
Where should you stand to start a conversation easily?
Why is it important to own your space, and what does that mean exactly?
Resources:
Science of People
Captivate , by Vanessa Van Edwards
You Are Contagious, Vanessa’s TEDxLondon talk
Radical Parenting, Vanessa’s first business
House on Mango Street , by Sandra Cisneros
Why Men Don’t Listen and Why Women Can’t Read Maps , by Allan Pease and Barbara Pease
Predictably Irrational , by Dan Ariely
Eric Barker’s blog
Real Artists Don’t Starve
Subscribe, rate and review on iTunes
Which of Vanessa’s tactics or strategies will you use in your next social setting to avoid awkwardness? Share in the comments!
A Six-Part Framework for Writing Better Sales Copy
If you want to sell more of your products and services, or even simply sell more people on your ideas, you must learn the basics of the art of copywriting.
But what is copywriting, really? One of my favorite definitions was given by a man named John E. Kennedy, back in 1904. Kennedy defined advertising (and copywriting) as: “salesmanship in print.”
If you can write effective sales copy, you can literally write your own paycheck. There really should be no such thing as a “broke copywriter”. By definition, good copywriters can create money out of thin air. So why does copy so often fail?
Copywriting fails when you ignore the principles
There are universal psychological triggers that help you sell more effectively. The problem is, the field of copywriting is strewn with misleading, manipulative, and even in some cases malicious techniques.
You can hardly “swing a cat” without hitting a copywriter who has a “formula” for writing copy. Most of these formulas are actually quite good. Many however, are based on tricks of manipulation and psychology that are more than a bit morally wonky.
The framework I’m going to share with you today, though, is intentionally based on universal principles that are focused on doing good, and helping people make decisions that are in their own best interest.
To sell more, P.A.S.T.O.R. your customers
Most people associate the term “pastor” with the preacher at church. While this is certainly true in most cases, the original meaning of the word “pastor” was actually “to shepherd.” And what does the shepherd do? He or she cares for, feeds, and protects the flock.
Now, before we go any further, I should address the habit that some marketers have of referring to their customers as their “herd.” It seems to paint an unflattering picture.
This kind of imagery is not what I am invoking here. The actual role of a shepherd is a loving, caring, and protective one. In fact, Jesus, who called himself the “good Shepherd” actually laid down his life for his flock.
I am not suggesting any religious overtones for your copy: what I am suggesting is that you adopt the same loving, caring, and protective role as you write copy for your prospects and customers.
And, as you might’ve guessed, P.A.S.T.O.R. is also an acronym for the major sections of your copy. Here is the explanation:
“P” is for PROBLEM
You must begin by identifying the problem that you are solving. The simplest, most effective way to do this is to describe the problem in great detail.
It’s a psychological principle: the more accurately you can describe your reader’s problem in terms they relate to, the more they instinctively feel that you must have an answer to that problem. Use the reader’s own language, the very words and phrases they use to describe the problem they want to solve.
For instance, if you are writing about fitness and weight loss, you might begin by describing their current situation this way:
You’ve tried every fad diet that’s come along. You’ve started and stopped a dozen different exercise programs, perhaps joined several different gyms, but the truth is you just can’t seem to take the weight off (or keep it off.) Perhaps you’re even feeling a little disgusted with yourself and your inability to control your eating and your weight. You feel like no matter what you try, it’s not going to work.
Remember, you’re not judging their behavior, rather you are describing their experience as it currently is. This means you have to understand their experience as it currently is. You have to know your audience and what they are thinking.
As the great copywriting legend Robert Collier said, you have to “join the conversation that is already taking place in the reader’s mind.”
“A” is for AMPLIFY
The next step is to amplify the consequences of not solving the problem. This is really the key to making sales, and it is probably the most neglected step in the process.
What will motivate people to buy your product, invest in your service, or accept your idea is usually not the beautiful outcome framed in a positive light. It is rather, realizing the cost of not attaining that outcome. In other words: what is it costing them to not solve this problem?
When I’m writing copy about a business improvement program, for instance, I may have the reader walk through a simple exercise like this:
Write down your average monthly income over the last 12 months. Then write down what you want your average monthly income to be. Let’s say that your average income is $5000 per month, and your goal is actually to make $15,000 per month in your business. That means the gap between where you are and where you want to be is $10,000 per month. You’re paying a cost of $10,000 every month you don’t solve this problem.
“S” is for STORY and SOLUTION
Once you have described the problem and amplified the consequences of not solving it, it’s time to share the story of how the problem can be solved.
This will be different depending on your situation. It might be the story of how you yourself finally solved this persistent problem. It might be the story of how you helped a client or customer discover the solution on their own.
It does need to be more than simply a description of what the solution is: telling the story of Bob, the frustrated business owner who was on the edge of bankruptcy, whose family had lost faith in him, and who, out of desperation tried one last idea that saved his business, is infinitely more powerful than simply saying, “One day, Bob figured out the answer.”
It should go without saying, but I will say it just in case: the story must absolutely be true. Don’t make these things up. And if you’re thinking, “But what if there is no story?” I would suggest you just haven’t looked closely enough.
There is always a story to tell.
“T” is for TRANSFORMATION and TESTIMONY
The next key step in writing your copy is to remember that whatever you’re selling, whether it’s a home study program, a book, a seminar, your consulting services — anything at all — what people are buying is not the “stuff,” it’s the transformation.
When people buy the P90X workout program, they did not wake up one morning and say to themselves, “I sure hope today somebody tries to sell me a bunch of DVDs and a wall chart.”
Those things (the DVD’s, charts, etc) are the stuff. What buyers of P90X are actually purchasing is that lean, healthy, youthful physique they want for themselves. The transformation.
It’s also important that you offer testimony, real-life stories of people who have made the transformation that you are teaching, and who have done so successfully. Study the most successful infomercials, and you’ll discover that they consist of about 70% testimonials.
And while most of us will not be writing infomercials, it’s important to remember there are three questions people are asking when you sell them coaching, consulting, or instruction about anything. The questions are:
Has this person been able to do what they are describing for themselves?
Has this person been able to teach other people to achieve the results they are describing?
Will this person be able to teach me how to achieve these results?
“O” is for OFFER
So far, you have defined the problem, clarified the cost of not solving it, told the story of the solution, and helped your reader visualize the transformation through testimonials from others just like themselves.
Now is the time to describe exactly what you are offering for sale.
This is the section of your copy where you lay out your offer. You can even create a subheading for the section called something clever like, “Here’s Exactly What You Get.”
Make certain that you focus 80% of your copy on the transformation itself. You do have to talk about the deliverables (the class schedule, the DVDs, etc.), but that should only occupy about 20% of your copy in this section.
Just remember that as you describe the deliverables in the offer section, you must keep tying them back to the transformation and benefits your buyers will receive.
So instead of simply writing that the buyer will receive “8 DVDs, each containing a 45 minute workout session”, you might instead write that they will receive “8 DVDs that each contain a body-sculpting, fat-burning transformational work out that will help you craft the lean muscle you really want.”
“R” is for RESPONSE
This is one of the areas where copy tends to often be the weakest: the response request. We are asking the customer to buy.
At this point, you should not be shy about making this request. You should tell the customer exactly what to do in order to get your program, your consulting, your book, etc. You should remind them why it’s important o do so.
I often write copy similar to this:
You’re at the point of decision. You can either continue down the path of least resistance, the path you have already been traveling, or you can choose the road less traveled. The path of least resistance will probably result in you getting the same outcomes you’ve always received. But if you want something different to happen, if you want to change the direction of your health (or your relationships, or your finances, etc.) you’re going to have to do something different. Make a new choice, and pursue your new outcome.
And then I will write very specific, directive copy telling them exactly what to do next: “Click the button below, fill out the order form, and we will immediately ship your entire package to you. It will contain everything you need to get started.”
Some people shy away from strong language like this, but the fact is, if you truly believe that you have a solution that will solve a problem for people, why on earth would you not be as direct as possible in telling them how to get that solution? In fact, aren’t you doing them a disservice by not making the strongest case possible?
What to do now
My suggestion is that you use this framework to write or rewrite your sales copy. The key to making this approach to writing sales copy successful is the having the mindset of being a “pastor”.
If you apply the principles of being a shepherd to your readers, and you follow the sequence of the P.A.S.T.O.R formula, my prediction is you will experience more sales, more profits, and more happy customers… more often.
Ray has a special eBook for you where he details the power of copywriting to create a $2 billion dollar sales letter. Click here to get your free copy.
What area do you struggle with most when writing copy? Share in the comments.
February 5, 2018
How to Start a Self-Hosted Blog in 8 Minutes or Less
I’m gonna cut to the chase: You need a blog. The world is changing, and it’s time you had a platform of your own to share your message. The best and easiest way to launch a self-hosted blog is with WordPress.
There are over 60 million blogs on WordPress, one of several platforms that helps you to publish online. This number, according to one source, represents only 43% of all blogs, making the total somewhere around 160 million blogs. (I recently heard this number could be as high as 300 million).
These blogs are viewed by an audience of over 400 million people each month — and that’s only one place people are connecting online.
Incredible, isn’t it? You’d be hard pressed to argue there’s not a tremendous opportunity here. But are you taking advantage of it? It’s never been easier to connect with an audience and get your message heard… but are you engaging in the conversation?
The opportunity you don’t want to miss
Forget for a second all the technological hurdles and learning curves you think are associated with blogging, and imagine for a moment: If you had the chance to share a message with the world, what would you say? And what would happen if people actually listened?
We all have something to say. Blogs not only make that possible, they make it easy. All you have to do is act. It’s time to dive in and figure out what it takes to get your message heard, to see your cause spread.
What happens if you don’t do this? Well, nothing. You keep getting what you’ve always gotten, which probably means:
No more attention
No more trust
No more permission
You stay invisible, and your message remains irrelevant. If that’s okay with you, keep doing what you’re doing. But if not, it’s time for a change.
“We all have something to say. Blogs not only make that possible, they make it easy.Tweet thisTweet
For years, I dreamed of having a personally-branded website I could have control over. But once I started getting bogged down by the technical aspects of blogging, I froze. Then I’d stall and eventually give up.
But you don’t have to do that.
Setting up a self-hosted blog sounds technical but is, in fact, easy to do. And yes, I think it’s worth investing a little money into having full control over your website. I’m going to show you exactly what you need to do (if you already have a blog set up like this, feel free to share this post with a friend).
Launch a self-hosted blog in less than 8 minutes
In this eight-minute video, I share what I wish someone would’ve told me years ago when I started blogging. It would have saved me a lot of time and pain. And I would’ve been able to start sharing my message sooner. I hope it does just that for you or someone you know.
In this free tutorial, I share my affiliate link to Bluehost, a company I highly recommend that makes the whole process very easy. If you click the link and buy, I get a commission at no extra cost to you. Please know I only recommend products I use and love, and offering affiliate links is one way I am able to keep this blog going.
If you want to share this with someone, please do. Feel free to link to this post or embed the video on your website. You can find the screencast on YouTube and Vimeo.
5 steps to launching a blog
If you prefer reading text versus viewing a video, here are the quick steps you can take (however, the video shows you everything you need to do):
Get a host. A web host is where your website “lives.” You own it, but you pay a small fee to keep it online (kind of like paying property taxes to the government). I recommend Bluehost for only $3.49/month (a special rate for my readers). It’s one of the most popular web hosts on the Internet and offers excellent, 24/7 customer service.
Register a domain. You can get a domain name (e.g. goinswriter.com) through your hosting company. I recommend doing it this way, so you can keep everything streamlined. With Bluehost, this service is free with a hosting plan (as opposed to paying extra through a service like Godaddy.com). If you’ve already registered a domain through another service and need to host it, you’ll either have to transfer your domain registration or point your name servers to the host (here’s a video on how to do that).
Install WordPress. Blogging requires software, and the best that I’ve found is WordPress. It’s easy, quick, and best of all, free. You can set up WordPress through your host (Bluehost does this for you for free). Otherwise, you have to go through WordPress.org to download the software and then upload it to a host. (Note: Using WordPress.org is different from signing up for a free blog at WordPress.com. This infographic explains how.)
Get a theme. When you start using WordPress, you get access to a bunch of beautiful blog designs (called “themes”), many of which are free. For those just getting started, I recommend Twenty Sixteen; it’s a simple, elegant theme.
Log in and start blogging. The URL for your dashboard (which redirects to the login page if you’re not logged in) is yourblogname.com/wp-admin/. Once logged in, click “Posts” on the left-hand sand, and then select “Add New.” Write a title and create some content for your new blog, and you’re off to the races!
And that’s it; now you’re blogging. Which is where the hard, but good, work of writing begins. If you’re ready to jump into this world of blogging, click the image below to get started with Bluehost.
See you on the other side!
Bonus: Bluehost is offering a super-promo sale for you as one of my readers. Prices are dropped to just $2.95/month for 12 months on the Basic Plan and $4.95/month for 12 months on the Plus Plan. Get your blog started now.
What if you have already have a domain name?
If you already have a domain registered with another service like Godaddy.com, but need a place to host it, you have two choices:
Transfer the domain registration to Bluehost.
Change the name servers on your domain to point to your new host.
This video will show you how to do that:
For more on getting started with a blog, check out: The Complete Step-by-Step Guide to Launching Your Own Blog.
If you’re ready to get started blogging with Bluehost, you can use my affiliate link to get a little extra off the normal $5.99 price (only $2.95/month). They’re a top recommended host by WordPress and have great customer service. I’ve worked with them before and been very pleased with the service.
Click here to get started with setting up your own self-hosted WordPress blog on Bluehost.
Do you have your own self-hosted blog? If you do, what do you love about it? If not, what questions do you have? Share in the comments.
The Short Guide to Launching a Self-Hosted Blog in 8 Minutes or Less [Screencast]
I’m gonna cut to the chase: You need a blog. The world is changing and moving on without you, and it’s time you had a platform of your own to share your message. The best and easiest way to launch a self-hosted blog is with WordPress.
There are over 60 million blogs on WordPress, one of several platforms that helps you to publish online. This number, according to one source, represents only 43% of all blogs, making the total somewhere around 160 million blogs. (I recently heard this number could be as high as 300 million).
These blogs are viewed by an audience of over 400 million people each month — and that’s only one place people are connecting online.
Incredible, isn’t it? You’d be hard pressed to argue there’s not a tremendous opportunity here. But are you taking advantage of it? It’s never been easier to connect with an audience and get your message heard… but are you engaging in the conversation?
The opportunity you don’t want to miss
Forget for a second all the technological hurdles and learning curves you think are associated with blogging, and imagine for a moment: If you had the chance to share a message with the world, what would you say? And what would happen if people actually listened?
We all have something to say. Blogs not only make that possible, they make it easy. All you have to do is act. It’s time to dive in and figure out what it takes to get your message heard, to see your cause spread.
What happens if you don’t do this? Well, nothing. You keep getting what you’ve always gotten, which probably means:
No more attention
No more trust
No more permission
You stay invisible, and your message remains irrelevant. If that’s okay with you, keep doing what you’re doing. But if not, it’s time for a change.
“We all have something to say. Blogs not only make that possible, they make it easy.Tweet thisTweet
For years, I dreamed of having a personally-branded website I could have control over. But once I started getting bogged down by the technical aspects of blogging, I froze. Then I’d stall and eventually give up.
But you don’t have to do that.
Setting up a self-hosted blog sounds technical but is, in fact, easy to do. And yes, I think it’s worth investing a little money into having full control over your website. I’m going to show you exactly what you need to do (if you already have a blog set up like this, feel free to share this post with a friend).
Launch a self-hosted blog in less than 8 minutes
In this eight-minute video, I share what I wish someone would’ve told me years ago when I started blogging. It would have saved me a lot of time and pain. And I would’ve been able to start sharing my message sooner. I hope it does just that for you or someone you know.
In this free tutorial, I share my affiliate link to Bluehost, a company I highly recommend that makes the whole process very easy. If you click the link and buy, I get a commission at no extra cost to you. Please know I only recommend products I use and love, and offering affiliate links is one way I am able to keep this blog going.
Five steps to launching a blog
If you prefer reading text versus viewing a video, here are the quick steps you can take (however, the video shows you everything you need to do):
Get a host. A web host is where your website “lives.” You own it, but you pay a small fee to keep it online (kind of like paying property taxes to the government). I recommend Bluehost for only $3.49/month (a special rate for my readers). It’s one of the most popular web hosts on the Internet and offers excellent, 24/7 customer service.
Register a domain. You can get a domain name (e.g. goinswriter.com) through your hosting company. I recommend doing it this way, so you can keep everything streamlined. With Bluehost, this service is free with a hosting plan (as opposed to paying extra through a service like Godaddy.com). If you’ve already registered a domain through another service and need to host it, you’ll either have to transfer your domain registration or point your name servers to the host (here’s a video on how to do that).
Install WordPress. Blogging requires software, and the best that I’ve found is WordPress. It’s easy, quick, and best of all, free. You can set up WordPress through your host (Bluehost does this for you for free). Otherwise, you have to go through WordPress.org to download the software and then upload it to a host. (Note: Using WordPress.org is different from signing up for a free blog at WordPress.com. This infographic explains how.)
Get a theme. When you start using WordPress, you get access to a bunch of beautiful blog designs (called “themes”), many of which are free. For those just getting started, I recommend Twenty Sixteen; it’s a simple, elegant theme.
Log in and start blogging. The URL for your dashboard (which redirects to the login page if you’re not logged in) is yourblogname.com/wp-admin/. Once logged in, click “Posts” on the left-hand sand, and then select “Add New.” Write a title and create some content for your new blog, and you’re off to the races!
And that’s it; now you’re blogging. Which is where the hard, but good, work of writing begins. If you’re ready to jump into this world of blogging, click the image below to get started with Bluehost.
See you on the other side!
BONUS: Bluehost is offering a super-promo sale for you as one of my readers. Prices are dropped to just $2.95/month for 12 months on the Basic Plan and $4.95/month for 12 months on the Plus Plan. Get your blog started now.
What if you have already have a domain name?
If you already have a domain registered with another service like Godaddy.com, but need a place to host it, you have two choices:
Transfer the domain registration to Bluehost.
Change the name servers on your domain to point to your new host.
This video will show you how to do that:
For more on getting started with a blog, check out: The Complete Step-by-Step Guide to Launching Your Own Blog.
If you’re ready to get started blogging with Bluehost, you can use my affiliate link to get a little extra off the normal $5.99 price (only $2.95/month). They’re a top recommended host by WordPress and have great customer service. I’ve worked with them before and been very pleased with the service.
Click Here to Get Started
If you want to share this with someone, please do. Feel free to link to this post or embed the video on your website. You can find the screencast on YouTube and Vimeo.
Do you have your own self-hosted blog? If you do, what do you love about it? If not, what questions do you have? Share in the comments.
