0:00

Episode two five

0:02

, nine .

0:04

Late night . Internet

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marketing

0:09

.

0:09

This week on the Late Night Internet

0:12

Marketing Podcast , we're going to talk

0:14

about the seven most

0:16

common copywriting problems that

0:18

are keeping you from selling more today , and

0:21

I'm gonna tell you exactly what to do

0:23

to fix them . All this and more

0:25

, on the Late Night Internet Marketing Podcast

0:28

.

0:33

The Late Night Internet Marketing

0:35

Podcast .

0:36

You've been working for somebody

0:38

else , but you want

0:41

a business to run yourself

0:43

. You want to know how to start

0:45

and where to begin

0:47

. Can you get out your comfort

0:50

zone , my friend ? Yes

0:53

, you can do it

0:55

right when it's late at night

0:57

. At the end of the day

0:59

, your dreams burn inside

1:02

.

1:02

So keep it up and you

1:04

will find that you're building

1:06

your business one

1:08

night at a time

1:11

, and now broadcasting

1:13

late at night from a little studio in

1:16

the big state of Texas , your

1:18

host , your host , mark Mason

1:20

.

1:22

Hey , hey , hey . How is everyone doing ? I am

1:24

your host , mark Mason , coming to you from

1:26

the little studio in

1:28

Dallas , texas , where it has been

1:31

absolutely beautiful for the last

1:33

couple of days , and I have been in

1:35

baseball crazy mode because

1:37

my son is playing on

1:40

the JV team sometimes and the varsity

1:42

team sometimes and we're going to all those games and

1:45

it's tournament season and in addition

1:48

to that , my daughter plays volleyball and

1:50

I'm just that typical sports

1:52

parent that you see on TikTok

1:55

that's dragging around a cooler

1:57

and an arm load of folding

1:59

chairs and sometimes I'm freezing

2:01

and sometimes I've got a sunburn

2:03

. It's just absolutely

2:06

nuts around here in Dallas

2:08

right now and I wouldn't

2:10

trade it for the world . I

2:12

tell you what being a parent

2:15

of happy kids is a

2:17

fantastic , amazing blessing

2:19

, and seeing them compete Even

2:21

when they lose , it's just fantastic

2:24

. I just love it . I am well and truly

2:26

blessed . But today

2:28

I want to help you with

2:31

one of the most common problems

2:33

that I see , and that's that , quite

2:35

frankly , your copy stinks . If

2:38

you've got this problem , if you're trying to

2:40

sell a thing or you're trying

2:43

to convert ads on social media , or

2:45

you've got a sales page or a lead magnet

2:47

or something that just won't convert

2:49

. You've got an e-commerce platform and

2:52

you're not selling enough product . This

2:54

podcast is for you . I

2:57

want to help you and I

2:59

am excited about it . I've

3:01

got seven things that you

3:03

can do to improve your copy

3:05

today and I want to talk to you about those

3:07

. You know this was motivated

3:10

by something that's going on with

3:12

a friend of mine , my close friend , ray

3:14

Edwards , who is

3:16

the most famous copywriter

3:19

that I know , and I know

3:21

a lot of copywriters , but he's written

3:23

copy for guys

3:25

like Tony Robbins , people

3:27

that you've heard of online , like

3:30

Amy Porterfield . He is a

3:32

well-known copywriter and

3:34

he's done business all over the internet

3:36

, and not just in the online

3:39

business space or in the self-improvement

3:41

space , but literally all

3:44

over the place . And what

3:46

you may not know about copywriting and

3:48

one of the things that is just so

3:50

frustrating about copywriters

3:52

is he's like a $100,000

3:55

guy . I mean , maybe sometimes

3:58

you could get him to look at your copy for a

4:00

five-figure check , but

4:02

typically , if you're a business

4:04

that wants to use Ray to

4:07

write your copy , you're writing him

4:09

a check in the neighborhood of $100,000

4:12

. That's what great

4:15

copywriters cost , and so therefore

4:17

, his clients are usually massive

4:19

clients . This bothers Ray

4:21

, because he likes to help

4:23

regular people like you and me

4:25

with their copy as well . So he's done

4:28

things to address this . To get his

4:30

message about copywriting out , he

4:32

created a copywriting framework which

4:34

we've talked about on the podcast before , called the Pastor

4:36

Framework . He's also written

4:38

books about how to write copy and

4:41

so forth , but recently he's

4:43

introduced a brand new

4:45

product where you can get access

4:47

to Ray and maybe , more interestingly

4:50

, get access to Ray's artificial

4:53

intelligence copywriting tools , which

4:55

I've used to write entire sales

4:57

pages . We'll talk about that more at the end of the podcast

4:59

. If you want to check that out , you

5:01

can check it out at latenightimcom

5:04

. Forward slash ray and

5:07

you'll see that offer there . It's very interesting

5:09

and very affordable for

5:11

people like us . But I just want

5:13

to deliver some massive value to you . So let's

5:16

go through these seven problems that

5:18

you may have . I'm going to

5:20

be a little presumptuous here and say that you

5:22

probably have with your copy and

5:25

even if you don't recognize it as a problem

5:27

, it's certainly going to be an area where

5:29

you can improve . I'm going to tell you

5:31

what to do about it and I'm also going to

5:33

offer you all of this in writing , so

5:36

you can just listen . You don't even have

5:38

to take notes , because I've got an amazing PDF

5:40

that I'm going to offer you at the end of this that

5:42

you can download at no charge to you , which

5:45

is super fantastic . Okay , problem

5:47

number one , guys , you don't understand

5:50

your audience , and I know you think you do , but

5:52

especially if you're a new marketer , I

5:54

bet you fall into one

5:57

of the cases like this . You're either

5:59

case A , where you haven't thought

6:01

hard about who your audience actually

6:03

is , or what I see actually

6:05

most common is you

6:08

want to make everyone

6:10

your audience . That's case B . Your

6:12

audience is not specific enough . You

6:15

need to really try

6:17

to understand your audience so

6:19

that you can tailor your marketing

6:22

. For steps two through seven

6:24

that I'm about to give you . You want

6:26

to be able to tailor that , and if you don't understand

6:28

your audience , you can't do that . Now

6:31

you see , mark , how do I understand my audience ? Well

6:33

, the first thing you can do is really start

6:35

a conversation with your audience , interface

6:39

with them on social media , in

6:41

groups that you can join they don't even

6:43

have to be your groups and start making

6:46

a note of what your ideal

6:48

customer looks like for whatever

6:50

it is that you're trying to sell , whoever you're trying to reach

6:53

with your copy , and I'll give you a really

6:55

good example of this and she , to

6:57

my knowledge , is never talked about this . But Amy

6:59

Porterfield is one of my favorite

7:02

online people in the whole world and

7:04

it's pretty clear to me personally

7:06

, having a been a member of her community

7:08

, that she is targeting

7:11

online business

7:13

women . That's her target market

7:15

and they're even in a specific

7:18

age range . Let's say they're kind

7:20

of in the 25 to 45

7:22

sort of age range . To

7:24

me , her message is targeted

7:27

strictly at those people . That's

7:30

who she's talking to . Does she have

7:32

a lot of men that follow her ? Absolutely

7:34

, she does . Does she have men that have

7:36

bought her products ? Sure , you're talking

7:39

to one right now . I mean , she reaches a

7:41

wide audience . Does she have octogenarians

7:44

in her audience ? Absolutely , and

7:46

young entrepreneurs that are just

7:48

starting out , maybe 18 , 19 years

7:50

old that are men ? Absolutely

7:52

, but her target market when

7:55

she's speaking , she's really speaking

7:57

to women . She's not overt

7:59

about it . She's very subtle in

8:01

the way she positions her message . But

8:03

she is a voice online

8:05

for women because she knows , and I

8:07

think correctly , that women need

8:09

that voice . Women need a champion

8:12

in the online space , because the online

8:14

space for years and years and decades

8:16

has kind of been a bro hug

8:18

, bro marketing sort of space . So

8:21

she sees that niche . It's not

8:23

something she talks a lot about , but that's

8:25

my interpretation of her marketing and I

8:27

think she has done an amazing job

8:29

of being a beacon for women

8:32

online , and I love that about Amy Porterfield

8:34

. I'm a guy with three daughters

8:36

, so I'm super excited about

8:38

people like Amy Porterfield that are

8:40

shining a light for women in any

8:42

space , particularly in online marketing

8:45

. So you want to talk to whoever

8:47

your audience is . Imagine who they are and

8:49

what I like to do , now that we have these

8:51

amazing AI tools , is start

8:53

a conversation with chat GPT

8:55

and ask chat GPT

8:57

to ask you questions about

9:00

your ideal market . Like you

9:02

know , hey , chat GPT , I'm

9:04

trying to form a picture

9:07

of my ideal market . Ask me some questions

9:09

that will help you understand who my

9:11

ideal customer is . Chat GPT

9:13

will ask you questions and then what

9:15

I like to do is take that further and

9:18

create a bio of a specific

9:20

person and give that person

9:22

a name and maybe even give them

9:24

a stock photo . That that's my

9:26

person that I'm talking to whenever I do my

9:28

marketing . That's my recommendation

9:31

for you is that you do that and with

9:33

the tool like chat GPT , you don't even need

9:35

to be good at it . You can let chat GPT

9:37

be the expert on how to help you

9:39

define your market . So problem

9:42

number two problem number two is that your headlines

9:44

just simply aren't

9:46

compelling . Look , when someone lands

9:49

on whatever piece of content

9:51

that you're writing a headline for whether

9:54

it's a blog post that has affiliate links

9:56

in it or a landing page You've

10:00

got a few seconds to grab

10:02

their attention and your biggest

10:04

opportunity here is

10:06

to create curiosity that

10:09

pulls them down the page and

10:11

gets them to read more or

10:13

to talk about the benefits

10:15

in a way that is compelling

10:18

and fixes their pain , whatever

10:20

their pain is . Are you sick

10:22

and tired of back

10:25

pain that keeps you awake until three

10:27

in the morning ? This weird

10:29

ancient recipe can

10:32

solve your problem right . So that

10:34

kind of headline addresses

10:37

the pain and it actually

10:39

creates some curiosity , like what's a

10:41

weird ancient recipe ? I want to hear more about

10:43

this that will pull their eyes down

10:45

the page . The action for you on

10:47

this particular item is to take

10:49

one of your recent headlines , ask

10:52

chat GPT to analyze it , to make

10:54

suggestions , to suggest other headlines

10:56

and ask yourself is this

10:58

just a boring headline where I'm

11:00

talking about the features , or is this

11:02

a great headline where I'm talking about benefits

11:05

, or I've created some curiosity

11:07

. There are lots of other tricks around headlines

11:09

, like adding numbers to the headlines and

11:11

things like that , but what I really recommend

11:14

is you go hmm , I wonder what that is about

11:16

. If you want to see a kind of an interesting example

11:18

of this , go to someplace like

11:20

CNNcom where they

11:22

are trying to get you to

11:25

click on ads at the bottom of the page

11:27

. So if you go to these pages , you'll see that there

11:29

are these ads down at the bottom and

11:31

they're very clickbaity and I don't recommend

11:34

that you go all the way there . But

11:36

you can kind of see what I'm talking about

11:38

. They're creating an enormous

11:40

amount of curiosity , both with

11:42

the image and with the headline

11:44

to get you to click . That's the kind

11:46

of feeling that you want with your

11:48

headline . So your action is to

11:51

rewrite your headline again , maybe using

11:53

the help of chat GPT , to give you lots

11:55

of ideas and then test

11:57

a couple . I think that's a really

11:59

great way to get started in this area

12:01

. Problem number three is that

12:03

you're not asking for the sale . You know it's

12:06

one of the first things that Zig

12:08

Ziglar teaches in closing the sale , you've

12:10

got to actually ask for the sale , or

12:12

maybe your call to action is weak and

12:14

I'll give you an example . Look , I

12:17

know you have copywriting problems

12:19

and I know those problems

12:21

are keeping you from reaching the

12:24

capability that you have to

12:26

make money online and do great

12:28

things and really achieve the lifestyle

12:31

of your dreams . I don't want

12:33

that for you . I want you to go right

12:35

now to late night . I amcom

12:38

forward slash Ray and check

12:40

out Ray's new product . It's amazing

12:43

and it has the potential

12:45

to solve all your problems . Look , you've

12:48

got two choices , right . You can keep

12:50

doing what you've been doing with regard

12:52

to copywriting and you can have poor

12:54

calls to action , or you can

12:56

go right now to late night . I

12:59

amcom slash Ray and check

13:01

out this offer . I don't know how long it's going to

13:03

be there , but if you go there right now

13:05

, at least you can see what I'm talking about

13:07

. I want you to pause this audio and

13:09

go there right now . Go to late night . I

13:11

amcom forward slash Ray . Okay , so

13:14

you see what I did there , right ? I had a very

13:16

strong call to action . I'm telling you exactly

13:19

what to do and what I find when

13:21

I see people writing

13:23

calls to action , they're more like Well , you know , if you

13:26

want to check this out , I guess you could , you

13:28

know ? I mean , why not ? I mean if

13:30

you think it might help you

13:32

and if you think maybe you can , you know

13:34

, scrape together some extra money , maybe

13:37

you might check it out . That's a week call to

13:39

action , right ? What we want is something compelling

13:42

. It's like look , I am sure

13:44

this is what you need . Go do this

13:46

now . That's the kind of call to action

13:48

that I want and I want you to do that

13:50

and add some urgency to it . Go

13:52

find one of your calls to action today

13:55

and include a time-sensitive

13:57

word like now or today . Click now , check

13:59

it out now . We don't know how long this

14:02

offer is going to be in place , and that's almost

14:04

always true because this offer

14:06

that actually , I

14:08

don't know how long Ray's going to have this offer

14:10

. I told him I thought it was crazy underpriced

14:12

. But value pricing is a whole another

14:14

discussion for another episode , all

14:16

right . Problem number four your

14:19

product descriptions are terrible . So

14:21

you know , again , when

14:23

you describe a product , a tendency that

14:26

most people have that don't have training for

14:28

copywriting is to talk about the features

14:30

right . This automobile

14:33

has 479

14:35

screws , right . Who

14:37

cares that the automobile

14:40

has 479 screws ? What

14:42

you care about is that those

14:44

479 screws

14:46

secure the frame

14:49

in such a way that the interior

14:51

of this car is the most quiet

14:53

and amazing riding

14:56

environment that you've ever been in . Have

14:58

you ever been in a car that's really noisy ? And

15:00

every time you hit a bump it rattles

15:02

and goes crazy . That's because it doesn't

15:04

have enough screws . But with our automobile

15:07

we have a pristine

15:09

audio environment and you know what

15:11

you can do with that great audio environment . You

15:14

can listen to the ballet or you

15:16

can listen to the red hot chili peppers , and

15:18

your friends will be stunned and

15:21

amazed at how nice

15:23

it is to ride in your luxury

15:25

vehicle . See , the feature is the

15:27

screws that keep the car

15:29

from rattling . But nobody wants

15:31

to buy screws . What they want to buy

15:33

is an experience , right ? They want

15:35

to feel something , and

15:38

so your product descriptions need

15:40

to help people feel something . That's

15:42

why , when you see a really good product description

15:44

, you'll notice that the product description

15:47

is words and the features

15:49

are a bullet list somewhere later that

15:52

people are scrolling down to . You

15:54

want the benefits to be so compelling

15:57

up front that by

15:59

the time people get to checking the features

16:01

they've already decided to buy

16:04

, and they're checking the features to validate

16:06

their decision to buy the product

16:09

. Ok , problem

16:11

number five no one

16:13

is opening or reading your

16:15

emails . Ok , see . Problem

16:17

number two about headlines , because subject

16:20

lines are basically headlines . We

16:22

want to create curiosity , we

16:24

want to make sure that people have a reason

16:26

to read the email . Here's

16:28

another thing that I will tell you

16:30

that my experience is that personalization

16:33

does help a little bit . So

16:35

consider personalizing

16:38

your emails when you send them , and

16:40

most great email platforms

16:42

, like the one that I use , which is ConvertKit

16:45

, which you can check out at latenightimcom

16:48

, forward slash convert kit

16:50

Make sure that those

16:53

features are present and that you're using

16:55

them . And then the other thing that I would say

16:57

is open rates are really important . They're

16:59

important to deliver ability . So you

17:01

should consider segmenting

17:03

your email list to tailor

17:05

the opening line of your email to

17:08

each segment specific

17:10

interest . So let's say

17:13

you're creating an email about copywriting

17:15

and you know that some

17:18

of your audience are brand

17:20

new internet marketers that

17:22

don't have much experience they may not

17:24

even have a website yet and then

17:26

some are experienced people

17:28

who are definitely struggling with sales

17:31

. You might craft two

17:33

different headlines to address

17:35

those two segments , but the content

17:37

might still be the same . I'm still going

17:39

to give you these tips , but what gets

17:42

your curiosity is different

17:44

. If you're a new marketer , you might look

17:46

at a subject line about copywriting tips

17:48

and say copywriting I'm

17:50

not even to that yet . So you need to

17:52

kind of think about who it is

17:55

that's opening your email and considering

17:57

segmenting that way . Either

17:59

way , the next email subject line that

18:01

you write , I want you to do two things . One

18:03

is I want you to make sure

18:06

that you consider the headline tips

18:08

that I gave you above and headline tips . And

18:10

then , number two , I want you to make sure

18:12

that it makes sense that

18:14

the segment that you're sending the email to

18:17

has the right subject line . Okay

18:19

, problem number six

18:21

your social media posts

18:23

don't get any likes or subscribes

18:26

or love at all . They're

18:28

just terrible . And I think

18:30

you know this is a question about engagement

18:32

, like , are you just spewing stuff

18:34

at people that they can just scroll past

18:37

, or are you doing something

18:39

that you can actually

18:42

create engagement and comments ? And I

18:44

think the best , easiest way

18:46

to do this is to ask people

18:49

questions . If you ask people

18:51

questions on social media and encourage

18:53

comments and interaction in the

18:56

comments . This does two things

18:58

. One , when people comment

19:00

on your social media posts , it tells

19:02

the algorithm that people value

19:05

the post . They want to see more like that

19:07

, because they enjoyed it enough

19:09

or they felt strongly enough about

19:11

whatever you said to actually engage

19:13

in the comments . So that's a big signal

19:16

that the social media platforms

19:18

have to show that post

19:20

to more people , or to show your next post

19:22

to more people . So that's really important

19:24

. And then the second thing is , of

19:26

course , when you're writing your social media posts

19:29

. Social media posts are copy and

19:31

all of these tips apply , especially

19:33

the headline one . I mean you want to create curiosity

19:36

and interest and catch people's attention and

19:39

understand . We're not talking about clickbait

19:41

here , we're just talking about being

19:43

an interesting writer , write things

19:45

that are interesting , that leave something

19:48

to the imagination , that cause

19:50

people to stop their scroll and

19:52

engage with the post . And

19:55

then , finally , you know

19:57

you've got the same problem with your blog

19:59

posts . You're writing these blog posts

20:02

and readers don't come back

20:04

for more content

20:07

, and what's the reason ? Now , sometimes

20:09

this can be a headline issue

20:11

. We've talked about that a lot and you may

20:13

be gathering that one of the

20:15

highest leverage . Things that you can do is

20:18

get better at writing headlines , and that's

20:20

absolutely true . The other thing

20:22

I'll tell you here is the opportunity

20:24

with blog posts is that you

20:26

have something called subheadings . You

20:29

have these like chapter markers

20:31

in blog posts usually , and that

20:33

does a couple of things . One is it makes

20:35

the blog post easier to scan

20:37

, so someone who's looking for

20:40

a solution to a problem or particular

20:42

piece of information which is often

20:44

the case can find what they're looking

20:46

for and they go wow , this is a really helpful

20:48

blog post , I'm going to share

20:50

it . Or this is a really helpful website

20:53

. I'm going to come back here and look

20:55

for more . I'm going to subscribe . It

20:57

also has the same effect

21:00

with Google . If you block things

21:02

out with the proper kind of section headings

21:04

, it helps Google identify

21:06

chunks of your content that can be

21:08

used to answer queries and can help

21:10

you in the rankings . And I

21:12

think another thing that you can do with your blog

21:14

post to retain readers is include

21:17

a what you will learn section

21:20

at the beginning of your article to

21:22

act as a hook . I actually

21:24

think of this as setting the hook right

21:26

. So the headline is

21:29

some kind of promise about

21:31

what they're going to get , but its main

21:33

objective is to get them into the text . So

21:36

you've kind of hooked them with the headline

21:38

. Now , if you include a what

21:40

you will learn section at the beginning

21:42

of your article , then I

21:44

think you can set that hook and say , aha

21:47

, your reader will say what

21:49

they are looking for is going to be

21:51

in this article and they'll know that it's worth

21:53

sticking around and reading . That's going

21:56

to get your page time up , your

21:58

time on page , the time from when

22:00

a person arrives at your page

22:02

to when they bounce to go do something

22:04

else or click on another link . That time

22:07

will go up because people will know that

22:09

what they're looking for is there . All they need to do

22:11

is find it , and that's great , because

22:13

Google will see that signal and it will

22:15

show your page to more people . So

22:18

those are your seven

22:20

tips . You want

22:22

to make sure you understand your audience . You

22:25

want to make sure your headlines are compelling . You

22:27

want to make sure your calls to action are strong

22:30

. Your product descriptions focus

22:33

on the benefits of what

22:35

it is that you're selling . Your emails

22:37

have great subject lines

22:39

that are targeted to the people that are supposed to be

22:41

reading them . And your social media

22:44

posts are engaging and they ask

22:46

for people's feedback . And , finally

22:48

, that you make sure that you let readers

22:51

understand that your blog posts are

22:53

relevant as soon as you can , because

22:56

that will help them stick on the page . So that's

22:58

your seven copywriting tips , but

23:00

that's not all . I got one

23:02

more for you , because this is something that

23:04

I work on all the time , and

23:07

that problem is your landing

23:09

pages just aren't converting . So this

23:11

is your bonus tip . Tip number eight

23:14

we're going to address the problem of

23:16

landing pages not

23:18

converting . So I'll

23:20

tell you many things about landing pages

23:22

. The first thing is it's really

23:25

hard , at least in my opinion

23:27

, to guess what

23:29

a landing page change

23:32

is going to do to conversions . You may

23:34

create what you think is the best landing page you've

23:36

ever seen and you may find

23:38

that doesn't convert very well , and then you

23:40

may change a thing on

23:42

that landing page that you think

23:44

is going to make it worse , and it may make it better

23:46

, or vice versa . I will tell

23:49

you this is a very difficult

23:51

thing and the only solution

23:53

to this is to do

23:56

some sort of testing . And

23:58

I'll tell you something about landing

24:00

pages . Small changes

24:03

in conversion rates of your landing

24:05

page can make huge differences

24:08

in your profitability as a

24:10

business . So this is worth your time

24:12

. You want to make changes

24:15

on your landing page one at a time , change

24:17

one thing at a time and send

24:19

enough traffic to that page to test

24:22

. It totally depends on the niche and

24:24

you can do kind of statistical

24:27

analysis . But my rule of thumb is you

24:29

sort of need 100 visitors before you

24:31

make a decision about whether or not

24:33

a change made something better

24:35

or worse . And if you say to me well , mark , I

24:38

don't have enough

24:40

visitors to do this kind

24:42

of testing , I say to you why not spend

24:44

a few bucks on paid traffic ? And that

24:46

way you can use that to test your landing

24:48

pages and you can optimize sort

24:50

of one thing at a time . Start with a

24:52

headline , make sure it clearly

24:54

states the benefit and then start working

24:57

on your copy . And I will tell you that

24:59

oftentimes simpler

25:02

copy , especially on Freebie

25:04

landing page . Less is more

25:06

. Don't give the reader a lot

25:08

of time to make a decision . It's a simple

25:11

landing page . You want them to do one

25:13

thing with that strong called action

25:15

that we have talked about

25:18

above . And there's just not a lot

25:20

of stuff to read . There's not a long video

25:22

to go through . I find that simple landing

25:24

pages often convert

25:26

better . Often it's the ugliest landing

25:28

page . The other two tips that I'll give

25:31

you that I've found over the years are regarding

25:33

landing pages . One is make

25:35

darn sure that whatever you're doing is

25:37

optimized for mobile , because

25:39

more and more people are coming to landing

25:41

pages on their cell phone and if

25:43

you design it on your computer and

25:45

it looks terrible or things are in the wrong

25:48

order or the call to action is below

25:50

the page folder , whatever on mobile , your

25:52

conversions will be destroyed by that

25:54

. Make sure you're looking at your landing

25:56

pages on your cell phone . And then , finally , make

25:58

sure that you add a customer testimonial

26:01

or a trust badge or something close

26:04

to the call to action button . That will give you a boost

26:06

in credibility . Just a simple testimonial

26:09

can make a huge difference . Put

26:11

it close to the button . Okay

26:13

, so that is my

26:16

eight tips , so with seven , with a bonus

26:18

tip on how you can improve

26:20

your copy . Today , just take one

26:22

of those and go

26:25

fix something , test something

26:27

, try to make something better and see what

26:29

happens If you make a habit

26:31

of that , of improving your copy week

26:34

to week , month to month , day to day , where

26:36

you're always trying to make your copy

26:38

a little better . What you'll find is those

26:40

changes will accumulate over as

26:42

you build your business and two things will

26:44

happen . One is your conversions will improve and

26:47

two , you'll become a

26:49

great copywriter . Now , as

26:51

I promised , if you want to take a shortcut

26:53

, ray has this amazing offer

26:55

out there and basically what it includes is

26:58

access to Ray , access

27:00

to a community , access

27:02

to Ray's artificial intelligence copywriting

27:05

tools and , by the way , these tools are amazing

27:07

. They're kind of hand specified

27:10

by Ray and crafted by AI

27:12

experts specifically

27:14

for people who are writing copy like us . You

27:17

get all those things and you

27:19

can check that out at latenightimcom

27:23

. Forward slash Ray

27:25

. And I don't expect this

27:27

is not false scarcity . I don't

27:29

expect this will last forever , because

27:31

Ray's gonna fill that thing up and then shut it

27:33

off because at some point

27:36

he's going to get more people in there

27:38

that he can deal with . So if

27:40

you want to just check it out , even if you

27:42

don't take advantage of it , just

27:44

go , take a look . It's pretty cool

27:46

to see the kinds of things

27:48

that Ray's doing with copywriting . He's

27:50

a great guy to follow over at rayedwardscom

27:53

and , again , you can check out the

27:55

special offer of his at latenightimcom

27:59

forward slash Ray . Oh and , by

28:01

the way , I did promise you notes

28:03

on this session . I've got a nice PDF

28:06

for you to download over at latenightimcom

28:10

forward slash copy

28:12

tips . Again , that's latenightimcom

28:16

forward slash copy tips

28:18

. So if you want to check out

28:20

Ray's stuff , that's latenightimcom

28:22

forward slash Ray

28:24

and if you want to check out the

28:28

notes from this session , that's

28:30

latenightimcom

28:32

slash copy tips

28:34

. Until next week , I hope everything

28:37

goes your way . I hope it's amazing . I hope

28:39

your life is amazing . I hope

28:41

that you choose to see the

28:43

challenges that come to you as

28:46

opportunities to go kick some

28:48

butt and do things that other people

28:50

just aren't willing to do . That will

28:52

give you competitive advantage in your marketplace

28:54

. And I'll see you next week because I'm gonna help

28:56

you with all of that .

28:57

Ciao , you

29:00

can do it right when

29:02

it's late at night , you've been

29:04

listening to the Late Night Internet Marketing

29:06

Podcast . Be sure to visit

29:08

L-N-I-M-Podcastcom

29:12

today to leave feedback for Mark

29:14

, download special bonus content

29:16

, access the show notes and more . See

29:18

you there . Until then , go and make

29:20

some great progress on your internet

29:22

business one night at

29:25

a time .

29:25

Download your business one

29:27

night at a time

29:30

.

29:35

You know , copywriting is a really interesting

29:38

thing and I you know just marketing

29:40

in general , but I think copywriting in

29:42

particular is a really

29:44

interesting thing . Of all the marketing

29:47

things , I think copywriting

29:49

is the most important thing , and

29:52

I'll tell you why . In order

29:54

to get really good at copywriting , you need to understand

29:56

psychology , and psychology is fundamental to

29:58

marketing . So being

30:00

a good copywriter makes you a

30:02

better fundamental marketer , because

30:04

to write good copy , you

30:07

need to understand how people think and

30:10

you need to understand words

30:12

of persuasion and how to persuade

30:15

people to do the things

30:17

that you need them to do in order to

30:19

take the action that you want them to take . And

30:22

oftentimes I hear people say , oh , that sounds

30:24

manipulative . You know I don't want to manipulate

30:26

people into doing things . You

30:28

know , if you're doing business correctly

30:31

, you've got solutions that will help people

30:33

and you need to persuade them to

30:35

take advantage of those solutions . I mean , if

30:38

you're running the kind of business where

30:40

you're intentionally trying

30:43

to cheat people , then yeah , sure , okay

30:45

, marketing's manipulative because you're trying to

30:48

convince people to get

30:50

taken advantage of . That's bad , but

30:52

that's not what 99.99999%

30:57

of business people are doing . We're

31:01

trying to create value and

31:03

we have these offers that have massive

31:06

value and we need to match

31:08

buyers with that

31:10

offer in order to allow

31:12

people to take advantage of that , allow people

31:14

to get the benefit of this massive

31:17

value . I often say

31:19

, like if you had the

31:21

cure to cancer but nobody wanted

31:23

it , what would you do ? Well

31:25

, you would market it . You would try

31:27

to get people convinced

31:30

to take the cure for cancer

31:32

, right I mean because it would help them

31:34

. It would save their lives , literally

31:36

. And while I know that most of you aren't saving

31:38

people's lives with your products , some of you

31:41

, by the way , are in ways that you can help them In ways

31:43

that you can't even imagine . One

31:45

of my best friends saved people's lives

31:47

with his podcast . Your

31:49

reach , maybe , and your impact is probably

31:52

much more than you think it is

31:54

. That's also a topic

31:56

for another day . But

31:58

if you want to help people

32:01

, you need to market to them

32:03

. That's what you need to be doing . If

32:06

you're not getting better at

32:08

the marketing that you're doing , not only

32:10

are you cheating your own company , but

32:13

you're doing a disservice to the

32:15

people that you should be helping , because you're

32:17

not doing a good enough job at

32:19

informing them of the decision

32:22

that they could make to make their lives

32:24

better in whatever way you're able to do that

32:26

. Just something to think about , ciao

32:29

.