I’m writing to you – [INNER CLIENT]
If you’ve ever found sales copy to be an elusive secret skill, KEEP READING!
I’m going to share with you how to create powerful content that will magically attract clients and create massive amounts of money. In fact, this article demonstrates the very usage of the sales copy formula.
To date, this article alone has generated over $25,000.00 in revenues.
Everything in brackets  is the sales copy formula.
What’s Your Problem – [INNER CLIENT’S PROBLEM]
Without good sales copy, you end up trying different platforms and technologies to bring in the right clients.
But, at the end of the day, you end up working your ass off trying a bunch of things that just don’t work as well as you hoped. If you’ve ever written anything online, you’ve undoubtedly wondered why people aren’t as responsive as you hoped.
I know It Hurts – [INNER CLIENT’S PAIN]
When you spin your wheels slinging content that isn’t working, it’ll eventually drain your energy, time and even your bank account. It can get so bad that you’ll either have FB Ads bills that aren’t paying for themselves or you will be hard pressed to create enough clients to pay your bills.
Here’s the secret: It’s because YOU SUCK AT CREATING COPY and/or you don’t know who you are writing to. It’s that simple.
I’M WITH YOU – [EMPATHIZE & AMPLIFY]
But, it’s ok, I’ll show you EXACTLY WHAT TO DO.
In order to overcome crappy copy, you need to learn three things.
- KNOW who you’re writing to.
- WRITE authentically and vulnerable in a way that will resonate with your Inner Client.
- CREATE killer content and copy that’s attractive.
MY STRANGE STORY – [YOUR INNER TRUTH – STORY]
I was seduced into my calling as a coach because a friend of mine who was a very attractive, successful entrepreneur told me I was an amazing writer and that I needed to share my powerful message. I found this strange because the first thought that came to my mind was, “I’m not a good writer.”
When I tracked this belief down, it was something a teacher once told me. In high school, I was kicked out of AP English because I was told, “Your writing isn’t good enough.”
My entrepreneur friend’s statement got me to start creating content and sharing my past struggles online. When I started my first brand, I had a blog and a podcast which received great feedback in the beginning. The content was good, but it wasn’t creating the cash and clients I thought would rain into my business.
It was a fucking drought.
I was a good writer, but being a good writer doesn’t mean shit for your business until you can create content that creates cash. I had someone tell me my writing changed their life within 24 hours of the release of my blog, but their comment didn’t accompany a check.
Hell, my full-time job was creating content with all my blog posts, podcast, and social media efforts. So why the fuck was I struggling to get clients from my content?
Part of my truth is sharing my authentic message, but there’s a receiving component to this. I can’t afford to share, share, and share — I have to be able to receive, receive, and receive through my efforts.
So unless you want your truth denied and the demise of your business be your reality… It’s time to can that crappy content and listen to the new language that will transform your life and business.
CRUSH YOUR COPY – [YOUR INNER TRUTH – SOLUTION]
I found the missing component in my writing. Sales copy! In good copy, you need three things: Your Inner Truth, Your Inner Client, and Your Inner Offer.
Here are some quick definitions:
- Inner Truth: The authentic expression of you and your heart’s desire in how you serve. Your Inner Offer must be expressed as the truth of your calling in full alignment and confidence. You need to embody your gifts and how you offer them. This is where I do a ton of work with clients on their money blocks and many other stuck areas.
- Inner Client: The people you’re called to serve and the areas you can support them. The core of your Inner Client is their DREAMS & DESIRES and their PAINS & PROBLEMS.
- Inner Offer: The product or service that creates your business. This is the gap between your Inner Client’s DREAMS & DESIRES and their PAINS & PROBLEMS. This is how you help your clients. Your Inner Offer encompasses everything from the language and tone of your offer to where you market and sell it.
Let’s dive a little deeper into these concepts before we get to the actual formula.
When I refer to your Inner Truth, I’m speaking to what is true to your desires. If you are reading this, you have a sole purpose to serve others. The biggest problem I see when people cannot write is NOT a matter of words, style or grammar.
It’s the ability to BE YOUR AUTHENTIC SELF and WHAT YOU OFFER. After you can learn to be authentic and vulnerable, that’s all you need to be a great writer. The only thing people want is what’s real.
When I refer to your Inner Client, I’m speaking to the clients you’re called to serve with your products and services. When it comes to sales copy, you must know your Inner Client as you know yourself minus all your bullshit projections.
You must know these three things:
- Your Inner Client’s DREAMS & DESIRES
- Your Inner Client’s PAINS & PROBLEMS
- Your Inner Offer in your product and services that align with the gap between your Inner Client’s DREAMS & DESIRES and their PAINS & PROBLEMS.
I explain these concepts in much more detail in my training and through my one-on-one coaching. There is a thorough process I take my clients in discovering these critical variables which are used in your copy.
Your Inner Client is the person you are called to serve and is comprised of the two components in the context of your sales copy:
- DREAMS & DESIRES: The results they’re seeking and willing to invest in.
- PAINS & PROBLEMS: People usually want something new or different only after they experience a pain or a problem of NOT getting what they DREAM & DESIRE.
A problem is not a problem until it creates pain.
I’m going to make a bold statement that will blow up your business. Focus on the problem in your sales copy, don’t focus on the “How.”
Your client doesn’t care how they’re going to get somewhere. I keep the HOW or SOLUTION content to somewhere around 10 to 20%.
At the very core of every desire is the transmuted pain to change. People say they want the destination, a vacation or a new relationship, but it’s only because the pain pushed them into a desire for more. Often times when people want a dream or desire, they aren’t even conscious they’re using it to solve some sort of problem, because it’s all in the subconscious mind.
When you can tap into their subconscious, you can influence them on a deeper level that they may not even know. So talk about getting away from the “problem” and you will be much more successful in your copy.
Your Inner Offer bridges the GAP between your Inner Client’s DREAMS & DESIRES and their PAINS & PROBLEMS. Your Inner Offer is essentially YOUR business and the products and services you OFFER.
CRUSH YOUR COPY WITH THIS FORMULA
When you know the right variables, you’re ready to plug it into your copywriting framework. I’ve created an adaptation of Ray Edward’s PASTOR Framework and book How To Write Copy That Sells; I needed to create a formula that was more specific to coaching and similar types of transformational work.
You must use a proven formula when writing any sales copy. As your skills improve, you can start to develop your own form and formulaic writing. Once you know the variables to plug into your sales copy formula, writing killer copy is a cinch.
I use the fundamentals of my framework in my writing selling from a stage and my sales training.
Here’s a breakdown of the formula I use most often (including this article).
INNER CLIENT PROBLEM
INNER CLIENT PAIN
EMPATHIZE & AMPLIFY
This is where you crank up the volume and mirror their pain while letting them know that you’re with them.
- “I get how fucking tough that is…”
- “I know what it’s like to struggle with that problem…”
- “I’ve helped clients just like you…”
This gives you an opportunity to connect with your Inner Client deeper and let them know there is someone who understands the problems they face and the solution to fix them.
YOUR INNER TRUTH – STORY & SOLUTION
I will usually segue into some sort of story about either myself or a client that merges the problem and solution. There are times when I’m writing more of an inspirational post and will keep it entirely story based. This is a good place to prime your Inner Offer by mentioning your work and tie it into the story.Other times I’ll use a brief story and transition into more of a how-to and solution-oriented writing, like in this post. If your topic is more domain knowledge that’s more technical in nature, you might be more focused on the how-to or solution-orientated copy. Let your intuition be your guide.
INNER CLIENT’S DREAMS & DESIRES
This is the CTA or Call-To-Action. You must determine your intended action or response with something like the following:
Do you want:
- Create engagement (Click, Comment, Like, Share, Respond)?
- Apply to work with you?
- Or, Buy Now?
Be specific and tell them EXACTLY what to do!
CASH IN YOUR COPY – [INNER CLIENT’S DREAMS & DESIRES]
I want you to imagine being able to communicate in such a way that directs your readers into taking action. That might start out as a simple call to like/comment or to book a discovery call, but it could also be to take action on a high-ticket offer.
Imagine having the power to direct your potential clients into your offers, like magic. When you’re in alignment with the truth of who you are, what you offer and how you offer it, you will magically call in exactly all those people.
This process isn’t about writing; it’s about embodying the truth of who you are, what you offer and who you offer it to. When you can master and embody this into your subconscious being, every word that comes from your mouth will attract the clients to your reality.
What platform you use, what technology you use, won’t matter, it becomes a matter of the inspired action. Whether you’re selling from a stage, FB Live, Instagram, YouTube, a podcast interview, a blog post, FB Ads, ClickFunnels, Landing Page, Squeeze Page, Direct Mail, Sales Pages, Infomercial, seminar, event…
Or having a conversation with a stranger at the grocery store. No matter what you create, you can use these fundamentals to magically attract those you’re called to serve.
When you know the variables in your sales copy formula, it becomes predictable and scalable. The formulas are the easy part, the struggle is knowing the variables to go into your writing.
LET’S CRUSH IT – [INNER OFFER]
To me, business is an expression of the heart.
I help aligned entrepreneurs scale their businesses so they can fulfill their purpose in life. I work with coaches and purpose-driven entrepreneurs who want to create a revolution of possibility in the world while building multiple six & seven-figure businesses.
I’ve helped many of my clients who don’t write create posts that call to their perfect clients. I want to help you in creating a post that will bring in five figures, six figures and more…
You’re Ready – [INSPIRED ACTION]
The tools I’m sharing with you right now will give you the ability to reach your dream clients and attract new leads into your business.
But — What do you do when you get them on the phone and want to work with you?
If you’re ready to learn how to close them and make massive money, then my training will help you structure your sales calls and lead your clients to a “FUCK YES!!!” to working with you.