☕ Marketing Roundup - Weekly Marketing Strategies - Issue 10

My fellow marketers,

This is Week 10 of the weekly marketing roundup email.

A series where I share posts from our Marketers Utopia directly to your inbox so you can execute on the value inside.

This weeks content:

"The Sandwich" Copywriting Method for Sales Pages

Roundup Breakdown

"The Sandwich" Copywriting Method for Sales Pages

I've written 7 figure sales pages. Some friends - 8 figure ones.

And after going through all of them today? I have one piece of advice for you: Instead of looking at the sales page as a whole... ...

Focus 90% of your time and effort on "the sandwich":

Most copywriters use a linear approach for their writing. They start writing… A word. And another word. And another…

“All words are equal” in their eyes. But they’re wrong. Some words are not as important as others. And it’s important that you know this!

Have you ever heard of "the big domino" effect? It's used in a lot of different fields. For example? In problem-solving:

They say you should always think "what's the one decision I have to make in order to avoid many other small decisions". Well...

There is such an effect in copywriting too. And here's my best way of explaining it: Think of a line of dominos.

They’re standing one by one at a perfect distance between each piece… So that if you make the first one fall… they all fall one after the other. Makes sense?

This is copywriting. The first domino is your hook (headline). Copywriters should spend more time writing the hook (headline) than the rest of the copy. Because without the first domino falling?

Nothing else happens. Logical so far. Right? But what happens after the hook?

The whole idea of good copywriting is knocking down those dominos in a seamless way. One-by-one...

While telling a good story that "hides" those small dominos. They fall "organically". But what are those small dominos? Here are some of them:

• Triggering emotions

• Objection handling

• Guarantee

• Risk reversal

• Testimonials

• Positioning

• Guilt removal

• Common enemy

• Mechanism

And many more. All those are a result of good market research. But back to the original point:

I called this the “sandwich” for a reason. Because the second element where you should spend most of your time is this:

The offer. It should get almost as much time as the hook. Hook + Offer = The sandwich. And I’ll tell you even more:

I can look at a piece of copy and just by judging those two elements… I can tell you with a 90% certainty whether it’s gonna work or not. And if I had to give you only two tips on how to make your hook and offer work… It would be those two:

1. Dig deeper.

Write your hook or offer. And ask yourself two questions: “Why?” “So?” Ask as many times as you have to. Eventually, you’ll write such a good piece. That you’ll just know. Jackpot! So lemme give you an example:

Let’s say you’re selling a productivity course and your original hook is this: "Learn the six elements of productivity" Weak. Don’t you agree? Let’s ask “why?” Because you want to be more productive. Why? Because you want to make more money. Why?

Why doesn’t work here. So I’ll switch it up to “so?” Because you want to make more money. So? Being productive will allow me to make more money. Perfect! So here’s our old hook: "Learn the six elements of productivity" And here’s our new hook:

"Learn the six elements of productivity so you can make more money" It’s nice… But not good enough. Right? So here comes my next tip. This tip will make it 10 times stronger! Ready? Here's tip number two:

2. Be ultra-specific Let’s take our new hook.

"Learn the six elements of productivity so you can make more money" How do you make it more specific? You ask “who is it for?” And right after: “how much”? So let’s try this: Who is this for?

Let’s say it’s for course creators. Perfect. Now we can write a new hook. "Learn the six elements of productivity so you can make more money as a course creator" Now let’s ask a quantitive question. “How much?” Let’s say you can make 3 times more money with those elements.

"Learn the six elements of productivity so you can make 3 times more money as a course creator" Good. Now let’s rephrase it to look better: "How course creators make 3 times more money with these 6 productivity tips" Now let’s compare:

Old hook: "Learn the six elements of productivity" New hook: "How course creators make 3 times more money with these 6 productivity tips" Now. Which would sell better? No doubt the new one. But all we did was ask a couple of questions. Cool ha? Now...

Here's what you need to remember: Keep digging. Write down at the very least a dozen hooks on a piece of paper.

If it's a big promotion? Probably 100. You'll hit gold eventually. But... This is just the hook. Now let's talk about the second element of the sandwich:

The offer. Now there are A LOT of elements to a good offer. More than I could count. And more than I know. But here are a few to get you ahead of 99.9% of the copywriters out there. I see three main elements that you have to nail to get a good offer. Here they are:

a. New opportunity

If you've tried losing weight by running... You're not buying another running program.

Even if the best copywriter in the world wrote the sales page. Why? Because "it doesn't work for me". So it has to be a NEW opportunity. Not an improvement one.

b. Solve the BIG problem.

If you're solving a small problem? Nobody cares. It has to be a big and emotional problem. Again. Notice the words I use: BIG problem. Get the idea?

c. The way you solve it.

For example: Big problem: Copywriting. Solution: Copywriting course. Would that work? For some. But for others? They would want a personal touch with a professional copywriter. Give 'em the solution the way (HOW) they want it. Makes sense?

My fellow marketer, you and I both know, the shallow knowledge on Google isn't going to cut it.

So it's about time you turn off the 100th video about making money online.

You know it'll only take you to another sales page.

STOP wasting your time on these click baits.

Over the weekend, I'll open a small, but a decisive window of opportunity.

I will be slashing down the price of our Marketers Utopia by 50%!

Yup - you read that right.

On Saturday and Sunday, you can buy your annual subscription at 50% off!

Consider it your last chance to catapult yourself into internet riches and accomplish everything you've dreamt of.

My friend, I want you to start 2022 right, and make it the most successful year of your life.

Long Live Utopia!

Much love,

Wiz