Module 3 Copy

Unit 2 Lesson 8C

So I wanted to show you what an offer stack looks like. I wanted to show you the live funnel, but for some reason it’s not wanting to let me. So let’s just run through exactly what this looks like. 

This is an example from Marley Baird’s Content Machine live funnel that we worked on. So she’s got each feature or resource asset resource from her program listed with their fund name and a short description. 

So the first thing they get is the Live Breakthrough Content Machine Strategy with a value of $9,997. And then she describes why it’s worth that much, okay. Three full days of live training, you know, blah, blah, blah, you’ll learn this, this, this, this, this. So she breaks it all down, describes how valuable it is, assigns a value. 

Next, you get Guest Expert Workshops. So she gives a great description of exactly who they’ll be hearing from and the pictures are in the funnel. You can’t see it here but talks about how they’ll be getting exclusive trainings, and then content cash flow strategies. She values that at $3,997. 

So if you had to pay to go see all three of those expert speakers, it would definitely cost in that ballpark. Because what she’s saying, right. 

Then she says you’re also gonna get tools and resources. So she’s throwing in all the tools and knowledge that the person will need to amplify their message, captivate their audience, and monetize their amazing message.

Now, I didn’t get to do this offer stack, but if I had, I would have insisted that we list them the tools. I want to know more about what tools and resources those are. And it could be that they’re somewhere else in the funnel, and I just didn’t see it just now. It’s been a little while since I wrote this one, but if that’s not included somewhere in the funnel, I think it should be included here. Like exactly what tools are they getting? Because the value is $1297 and so we must be talking things like software subscriptions or downloadable assets that they would pay for otherwise. 

So that’s what I mean about like, sometimes when they send over the offer stack, you can take a look at it through the lens of “Okay, let’s look at it through the framework, is it checking off all the boxes?” 

Alright, and then the final piece they get is Live Zoom Interaction. You get to interact with the other people who are at the live event, the virtual live event, and get to know people, ask questions, make comments, get answers, all that good stuff, value of $997. 

So you add it all up. It equals $16,290, but she is charging $127. So when you stack it that way, it’s like, “Holy moly. That’s a lot of stuff I get for just $127. How can I walk away from that?” 

You know, it really just takes the price in question and puts it into perspective. For all that value that you get in your investment that they’re asking is only $127. How can you not right? 

Alright, so Number Three, we’re at the final objection for this lesson. Okay, I want to talk about how to future cast the opportunity loss they stand to miss out on if they don’t act today. 

We’ve gone through the whole Wow Factor, so the offer stack is part of that. You know, anything that we did in the first one was just listing out how you can get a Wow Factor through the features, the delivery, and the results. 

Now I want to talk about the other emotion that we want to bring out in them that really helps value stand out, and that is regret. Opportunity loss is very powerful. ‘If I don’t buy this now, I’ll regret it.’ I’m not talking about guilt and shame, I’m just talking about an honest assessment of where they’re at and where they could be, or where they could be if they don’t act and they don’t opt-in on this offer. 

So we want them to feel the regret. We don’t want them to actually feel it because they’ve missed out, but we want them to future cast it. We want them to understand what that could look like. We just want them to see the future a little bit, I call it future casting. 

So this plays directly into the pain avoidance part of the brain that says “Whatever that is, I want to avoid it.” 

In this case, the thing we want them to decide they want to avoid is not acting now. There are several different ways to communicate this in the offer sales copy. My favorite strategy for making this concept super clear is future casting. 

Think of it as what your favorite meteorologist does when they present the weather forecast on the nightly news. They stand up there in front of the green screen after showing you what today’s weather was like and they give you a preview of what tomorrow’s could be. 

As you prep the sales copy for the offer, you’ve been showing the audience what today is like for them by dialing in on their false beliefs and knocking those down by showing them where they are and the fact that it doesn’t have to stay that way. You have shown them that you understand their pain. You totally get their objections, and you see what they’ve been going through. Now it’s time to show them tomorrow and show them what tomorrow could be. That’s future casting. 

And the simplest way to include future casting and sales copy is just to start with the phrase “Imagine where you’ll be.” Instantly, it puts them in the future in their mind’s eye. I’m going to show you what that looks like in an offer, but first, let me give you a couple of real-life examples. Future casting really does have the ability to change people’s lives, and I’m living proof. 

Okay, so the first example is kind of a silly one, it all goes back to how much I love a good deal. So there have been times when I wished someone had future cast something for me. For example, I still think about a certain pair of suede fringe boots that I saw at TJ Maxx six years ago that I didn’t buy. I still think about them, have regrets. I wish someone had told me “You’re still going to be thinking about those suede fringe booties from 6 years ago.”

There are certain outfits that when I put them on, I think “Dang, I wish I had those sweet, sweet booties,” but I didn’t future cast it for myself and no one else was there to do it for me. 

I missed the opportunity. Now, this way, booties only live on. 

There have also been other times where I totally had a future casting moment and it completely changed my life. So, cute, sappy story. This is exactly how it happened and no names were changed in the story to protect the innocent. 

I was a 20 year old college student and I had met the most amazing guy. He made his mind up pretty early that I was the woman he wanted to marry and spend the rest of his life with. I think it was like two weeks after we started dating, but I was pretty gun shy. I was scared. I knew that I was in love with him, but after about six weeks, I was still pretty nervous. Like there was nothing that he had done that made me think that he wasn’t sticking around. I just didn’t want to say that it was the real thing and then be disappointed. So in some weird way, I was afraid if I admitted how I really felt and that I thought he could be the one, that if it all fell apart, I’d be devastated.

I told myself I was protecting me by holding back and playing it safe and cautious. He was really cool about it. He did not pressure me at all, just kind of let me sit with the knowledge that he could see us getting married and having kids someday, after two weeks. And then still after six weeks. 

And over Christmas break, I went home to finish to visit my family. Of course I missed him, but I ended up picking up a couple of extra shifts at the local grocery store that I’d been a checker in high school. It was a great way to earn some extra money and also fill in the gaps for them with the students that they had at their local college that had gone home for the holidays. So they stuck me in the checkout lane to scan groceries. It was really really busy. 

This just a few days before Christmas and it seemed like everybody was there shopping for those last-minute ingredients for supper. So I was just kind of mindlessly scanning things one after another. Apple Bread, bread cubes, you know, Turkey, cranberry sauce, all of that stuff, just normal stuff. 

And so as I was helping out a middle-aged woman and scanning her third can of Spaghettios, my mind turned, of course, to my handsome fella. And as usual, I was Gaga, of course. And I remember looking up across the store towards the back where the floral section was, and that’s when it hit me. The words I saw in my head right then were so clear they could have been written in neon on that back wall. And these were the exact words, I’ll never forget it.

“If you let him go, he will be the one that you will never get over.” 

It was startling. I’ve never forgotten that. I never will. And in that instance, I could see my future, and he was it. I am 100% convinced that God was speaking to my spirit right then that Jeremy Nichols was the one for me. And I didn’t hesitate. 

After I got home from my shift, I called him up on the phone and said, “I’m in.”

He proposed just a couple of weeks later, and about eight months later, we got married. That was August 12. 20 years later, we are still together and madly in love. I will never, ever doubt the power of future casting after that, because I saw so clearly my future. 

Now it’s your turn. Future casting isn’t hard. In fact, it’s kind of fun and I use a pretty simple framework, which you’ll see in your homework for this lesson. It’s just two columns.

In the left, you’re gonna fill column with what their life will look like in the future if they take you up on the offer. So you’re going to base it on the results that the offer can help them achieve. 

So when you’re done doing that, you’re going to go to the other side and you’re going to fill the right hand column in with what their life will look like in the future if they don’t take action. If they do nothing, if they don’t opt-in, show them what their life will look like without it. 

The goal of future casting is to encourage the audience to act now while they’re in the emotional state of “Well, that’s unbelievable and if I don’t do this, now, I’ll regret it forever.” 

If you’ve done a good job of breaking down their objections and false beliefs and describing how the offer solves their problem, it’s just almost irresistible. They almost cannot turn it down. 

As we finish thinking about value in this last pillar in the Written Results Framework, I love this quote so much, maybe my favorite quote from the whole course is by Francois Baird. He says, “My mission is to add value, my attitude is of active curiosity, and my method is through relationships of trust.”

To love that mission is to add value. My attitude is an active curiosity, and my method is through relationships of trust. That is exactly what we’ve been talking about throughout this whole unit. We’ve been building a relationship of trust with the target audience by breaking down their false beliefs and showing them the truth by proving to them that they are the right person for this offer, by helping them let go of the things they were holding on to that were actually holding them back, by showing them how the offer is different than the status quo, by being there for them with the community aspect that lets them know they’re not alone, by providing them with just-in-time education opportunities so they’re not scared to take a chance, and by exhibiting excellence with the assets and resources. And finally, by providing true value with proven, actionable results brings us to the end of the eight pillars. 

I’m kind of sad, but I hope that you can see it all come together as you dive into the homework for this week and put together the last piece of the Written Results Framework. Make sure you’re communicating the value to your audience in a way that shows it’s all for them, because I know that that’s your heart, I know that that’s what you want to do for your clients and for their target audiences. I know you’re focused on serving. 

So when you put these eight pillars together in ad copy, or emails, or sales funnels, and I’m going to show you how to do that in unit three, you’ll see that this framework is a huge time saver. But even more than that, it’s the key to everything the audience needs to hear and read and know and understand in order to step forward into the offer and commit. 

It’s going to be awesome. I cannot wait to show you how these pieces come together to give you the systems and the frameworks and the process it takes to create high converting sales copy again and again and again. 

So as we dive into unit three, keep your workbook handy. Keep your homework book handy from both the framework and the foundation section, because we’re going to pull from those and continue incorporating pieces of it as we talk about the focused types of copy that we’re going to be writing as sales conversion copywriters. 

All right. The rubber is about to hit the road. We’re going to take everything we’ve done so far and we’re going to put it all together. So click through for the next video where I’ll walk you through how to build value and your homework assignment for this lesson number eight and I will see you there.

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