“You are reading this not because you want to, but because I want you. Now you are reading this second sentence, because I tell you again and force you to read it.”
That is the power of replication.
The cables came from Sem Phar, the builder who built them. The Hustle Entered the realm of the big diary from the beginning and later sold it to HubSpot. Today he is a co-host. My first millionOne of the most popular business podcasts in the world.
Want to start a business, know how to sell. And if you want to sell online, you have to know how to write. According to Sam, copying is not just about writing words. It is an understanding of human psychology, knowing what people want and finding out the exact sequence of words needed for them to act.
This is the core copy framework that Sam uses to build his multi-million dollar empire.
1. AIDA method (even for flirting)
AIDA stands for Attention, interest, desire, action. It is the basic framework for almost any successful market.
Sam even uses this framework to date his wife. He saw her at a restaurant and knew he needed to catch her. Attention. When he arrived, a friend asked him out loud, “What is the difference between a rooster and a bean?” Sam made a gesture that caught her attention and made her laugh. That pushed her InterestBuild Desire Through an attractive introduction and leads to Activities Of a date.
In business, you can say almost anything as long as you capture the attention and create positive emotions. Sam calls it “Restaurant Owner Power” – speaks to your audience with the warmth, familiarity and confidence of a restaurant owner who welcomes regular customers.
2. Mind the Gap (The Curiosity Hook)
David Ogilvy famously said that many people read the title five times, like reading a copy of the body. If your title fails, your entire ad will fail.
The secret of a great title is the creation of a “curious gap”. People have a mental path to hate stress that can not be resolved. If you open the loop, they need to read the next sentence to close it.
Think of popular advertising “They laugh when I sit down to play the piano, but then I start playing.” You Have To know what happened next. Remember the gap by giving the reader enough information to connect them, but deduct the compensation until they read more.
3. Slippery slope
Well-known copywriter Joe Sugarman coined the concept of “slippery slope”.
The sole purpose of your title is to get the reader to read the first sentence. The only purpose of the first sentence is to get them to read the second sentence.
You achieve this by building momentum. In your writing, talk about what comes next. Use words like “What I will tell you next will interest you, but really fast, let me explain this …” It keeps readers sliding down the page until they click your call to action.
4. Write at level 7
If your writing is complicated, you will lose your audience.
New York Times Written at 7th grade reading level. Warren Buffett, one of the smartest men alive, writes his annual shareholder letter, averaging just 17 words per sentence.
-
Keep short sentences.
-
A sentence should make a point.
-
If you find yourself using a comma, try replacing it with a comma.
-
Start sentences with interchangeable words like “and” or “but” to create a catchy rhythm.
Write your first draft, cut a third word, cut another third, and cut it again. Forced to be clear.
5. Sold with a story (The Journey of a Hero)
People are afraid to use stories in their advertising because they think it makes the copy “too long”.
According to Sam. There is no such thing as too long, just too boring.
We have biological lines to respond to things. When writing a copy, use the hero’s journey framework. But here is the important rule: Your brand is not a hero. Your customers are heroes. Your brand is Introduction That helps the heroes overcome their problems and reach their goals.
6. Objection Address
The best way to dispel doubts is to call out their doubts before they can speak out.
Think of the last rap fight in the movie 8 miles. Eminem completely removes his weapon from his opponent, listing all his faults in advance, leaving his opponent with nothing to attack.
Do the same in your copy. Tell stories like “I know what you’re thinking. Why should you trust me?” Or “You may think you do not have time for this right now.” By calling objections, you immediately build trust and control the storytelling.
7. Copywork (The Ultimate Cheat Code)
If you want to become a world-class copywriter, do what Sam has been doing for six months: Copy.
Find the greatest advertising, ticket sales and titles in history. Sit down with a pen and a notebook and write it down by hand.
When you write the words of a master like David Ogilvy or Gary Halbert, you begin to feel the texture, rhythm, and syntax of a highly transformative copy. You absorb their rules, and once you know the rules, you can begin to bend them to suit your voice.
Here is a great interpretation of the story by Samphar:
