Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the guile and experience to help you find success in any marketing capacity. You're listening to Marketing School with your instructors Neil Patel and Eric Sue. All right, guys, before we start, we got a special message from our sponsor. If you want to rank higher on Google, you got to look at your page speed time. The faster website loads, the better off you are with Google's Core Vital update. That makes it super super important to optimize your site for low time. And one easy way to do it is use the host that Eric and I use, dream Hosts. So just go to dream host or Google it, find it, check it out, and it's a great way to improve your low time. Welcome to another episode of Marketing School. I'm Eric Sue and I'm Neil Platel, and today we're going to talk about how to learn cop writing. When you suck at copywriting or writing more so so, when you suck at writing, well, how do you go about copyright We actually just talked about this on stage recently when we did when we did our conference. So the first thing I'll say before I kick it to Neil Is. If you suck at writing, I think a lot of us suck at writing, that doesn't necessarily mean you can't do copyright. There's a lot of copywriters out there that are terrible when it comes to things like grammar. They might have an editor, but they know how to write copy that compels people to take some kind of action. So I'll recommend two books where you write out the gate. Read the book Persuasion by Robert Chaudeini, and it talks about getting people to take actions. It gives a lot of case studies. They've done thousands or hundreds of case studies out there, and you're going to learn the art of persuasion. And the second thing is you want to read the boron letters. This is from Gary Halpert, a well known copywriter. He wrote this to his kid when he was in prison, and these were a bunch of letters he wrote. You can see it's well formatted, it's very simple. You don't have to be a genius and don't know copywriting. It's lik at his writing. And here's the funny thing. The fact that he was in prison it just meant he was so good at marketing that he used it for maybe some things that were maybe a little too sketchy, and he got in trouble with maybe you know, the government, FTC, whatever it is exactly, so you know, check it out. I mean, it's it's not something a lot of people talk about. But you want to get better at copywriting, well, check those those two things out first. And with me personally, I'm terrible at writing and I have a lot of grammar problems, right, so spelling, grammar. Not the best writer. I didn't do that well in English in school or journalism or anything like that. I did well in math, science, anything that was English related. I just tanked that. But I learned this from Frank Kern. What Frank Kern, who's an amazing copyright he ended up telling me, He's like Neil, you don't have to be the best writer to do well. Instead, what you need to do is answer objections. So when people come and they don't buy from your site, why didn't they buy? They usually have a reason. They didn't like the product, they didn't like this service, the price may be too high, they don't trust you, They don't know if it answers or solves their problems and gives them the solution that they want. They're not sure what they're buying. They have a list of reasons why they're not buying and converting. Survey your visitors using survey Monkey or qualary or any survey tool out there. Figure out why people aren't converting. Take the most common reasons and answer those objections within your copy. See, being a copywriter isn't about being the smoothest person out there. It's about answering objections. And if you can answer objections and solve people's problems within the copy and make them feel comfortable, they're much more likely to convert. And that's the trick about being an amazing copywriter. So don't just focus on your writing abilities and your writing skills, focus on getting to the point, building rapport with people and answering people's objections. Great. What I'll also add so I'll keep things tactical from my perspective. But Neville Medora, he helped Noa Kagaan build apps soom appso is now a ten million dollars year business. But their business is really based off of sending emails, and you have to have good copy when you're sending out emails in order to get people to take in action. So Neville Medora, he has a site called Copywriting Course dot com. It's spelled with ks, so you know, the only reason is because he couldn't get the domain copywriting course with c's so copywriting Course KK. So for both of those, check that out and also go to copy blogger dot com. There's just a lot to learn from there. And then there's also some podcasts. I mean, there's one podcast from a guy named John McIntyre, and there's I think that there's another guy named Ben Settle. You should check out his emails. I mean, he writes really good emails. He sends an email every single day to try to get someone to take in action. And the final thing I'll add is if you're looking at copywriting, you also have to think about, well, I just tied it in with emails. Right when you're sending emails, think about the concept of Seinfeld emails. Seinfeld emails. I've actually never watched the show. I don't think I've ever seen an episode in my life, but the concept of Seinfeld is that it's talking about nothing. You're talking about nothing. So think about like your day, right, there's always a story with your day. For example, when I had to deal with the Sheraton counseling, a hotel room, my toilet being broken, whatever it is. There's always you always have a story in your day, right, So talk about your story, but at the very end, think about how you can weave in your offer or whatever action you're trying to get something to take. Those are Seinfeld emails. You can send that every single day and you can talk about nothing, but still eventually weave it back into your story. Right. I remember, actually I wrote something about how terrible American Airlines is. I just talked about nothing, nothing, nothing, nothing right, just about how bad it is. And then at the very end, I was like, this is why you need to hire great people, because you can't have bad customer service, blah blah blah. And then people ended up buying the hiring course. So Neil'll kick it back to you. Yeah. So, even if you're an amazing copywriter, you're lucky of five out of one hundred visitors who come to your website convert into customers. That's on the high end. Most realistically, one or two or maybe three out of one hundred are going to convert into customers because people aren't going to convert or most of people aren't going to convert. You had to create more to pull pages and sequences and ways for them to become customers. So think of it this way. If someone comes to your page and you have their email address, and you know they balance after like five seconds they didn't really read your copy, you could end up emailing them, put a lot of the information in the email, and then convince them to come back and buy. Right, you got to create different scenarios, and for each type of scenario, you have to create copy that can help those people convert into buyers. For example, someone could read all of your copy, spend ten minutes on your web page and not convert. Right, That's a long amount of time, and you could end up emailing those individuals and being like, hey, hey, John, I noticed you went to the page. You read everything, but you didn't convert. What's wrong? Is there anything I can help you with? Right? I know the solution can help you, and I'm not trying to force you. If it's not a good fit for you, that's fine, but I would love to hear why you didn't end up converting into a customer. Just talking with people and creating different scenarios based on what their user and the interaction is. You can for way more of these people into customers. So the copywriting isn't always about being smooth or answering objections. It's also about presenting information in the right scenario. Great. So that set for today, hope you enjoyed it. We have a ninety day free trial of crazy Egg to give away to each and every one of you. That's a heat mapping tool to help you grow your business. Just go to single grain dot com Flash give away to learn more and you can learn more about how you can actually win a one year annual subscription to Crazy Egg. So we'll see you tomorrow. This session of Marketing School has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you've always dreamed of. And don't forget to rate and review so we can continue to bring you the best daily content possible. We'll see you in class tomorrow right here on Marketing School

Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the guile and experience to help you find success in any marketing capacity. You're listening to Marketing School with your instructors Neil Patel and Eric Sue. All right, guys, before we start, we got a special message from our sponsor. If you want to rank higher on Google, you got to look at your page speed time. The faster website loads, the better off you are with Google's Core Vital update. That makes it super super important to optimize your site for low time. And one easy way to do it is use the host that Eric and I use, dream Hosts. So just go to dream host or Google it, find it, check it out, and it's a great way to improve your low time. Welcome to another episode of Marketing School. I'm Eric Sue and I'm Neil Platel, and today we're going to talk about how to learn cop writing. When you suck at copywriting or writing more so so, when you suck at writing, well, how do you go about copyright We actually just talked about this on stage recently when we did when we did our conference. So the first thing I'll say before I kick it to Neil Is. If you suck at writing, I think a lot of us suck at writing, that doesn't necessarily mean you can't do copyright. There's a lot of copywriters out there that are terrible when it comes to things like grammar. They might have an editor, but they know how to write copy that compels people to take some kind of action. So I'll recommend two books where you write out the gate. Read the book Persuasion by Robert Chaudeini, and it talks about getting people to take actions. It gives a lot of case studies. They've done thousands or hundreds of case studies out there, and you're going to learn the art of persuasion. And the second thing is you want to read the boron letters. This is from Gary Halpert, a well known copywriter. He wrote this to his kid when he was in prison, and these were a bunch of letters he wrote. You can see it's well formatted, it's very simple. You don't have to be a genius and don't know copywriting. It's lik at his writing. And here's the funny thing. The fact that he was in prison it just meant he was so good at marketing that he used it for maybe some things that were maybe a little too sketchy, and he got in trouble with maybe you know, the government, FTC, whatever it is exactly, so you know, check it out. I mean, it's it's not something a lot of people talk about. But you want to get better at copywriting, well, check those those two things out first. And with me personally, I'm terrible at writing and I have a lot of grammar problems, right, so spelling, grammar. Not the best writer. I didn't do that well in English in school or journalism or anything like that. I did well in math, science, anything that was English related. I just tanked that. But I learned this from Frank Kern. What Frank Kern, who's an amazing copyright he ended up telling me, He's like Neil, you don't have to be the best writer to do well. Instead, what you need to do is answer objections. So when people come and they don't buy from your site, why didn't they buy? They usually have a reason. They didn't like the product, they didn't like this service, the price may be too high, they don't trust you, They don't know if it answers or solves their problems and gives them the solution that they want. They're not sure what they're buying. They have a list of reasons why they're not buying and converting. Survey your visitors using survey Monkey or qualary or any survey tool out there. Figure out why people aren't converting. Take the most common reasons and answer those objections within your copy. See, being a copywriter isn't about being the smoothest person out there. It's about answering objections. And if you can answer objections and solve people's problems within the copy and make them feel comfortable, they're much more likely to convert. And that's the trick about being an amazing copywriter. So don't just focus on your writing abilities and your writing skills, focus on getting to the point, building rapport with people and answering people's objections. Great. What I'll also add so I'll keep things tactical from my perspective. But Neville Medora, he helped Noa Kagaan build apps soom appso is now a ten million dollars year business. But their business is really based off of sending emails, and you have to have good copy when you're sending out emails in order to get people to take in action. So Neville Medora, he has a site called Copywriting Course dot com. It's spelled with ks, so you know, the only reason is because he couldn't get the domain copywriting course with c's so copywriting Course KK. So for both of those, check that out and also go to copy blogger dot com. There's just a lot to learn from there. And then there's also some podcasts. I mean, there's one podcast from a guy named John McIntyre, and there's I think that there's another guy named Ben Settle. You should check out his emails. I mean, he writes really good emails. He sends an email every single day to try to get someone to take in action. And the final thing I'll add is if you're looking at copywriting, you also have to think about, well, I just tied it in with emails. Right when you're sending emails, think about the concept of Seinfeld emails. Seinfeld emails. I've actually never watched the show. I don't think I've ever seen an episode in my life, but the concept of Seinfeld is that it's talking about nothing. You're talking about nothing. So think about like your day, right, there's always a story with your day. For example, when I had to deal with the Sheraton counseling, a hotel room, my toilet being broken, whatever it is. There's always you always have a story in your day, right, So talk about your story, but at the very end, think about how you can weave in your offer or whatever action you're trying to get something to take. Those are Seinfeld emails. You can send that every single day and you can talk about nothing, but still eventually weave it back into your story. Right. I remember, actually I wrote something about how terrible American Airlines is. I just talked about nothing, nothing, nothing, nothing right, just about how bad it is. And then at the very end, I was like, this is why you need to hire great people, because you can't have bad customer service, blah blah blah. And then people ended up buying the hiring course. So Neil'll kick it back to you. Yeah. So, even if you're an amazing copywriter, you're lucky of five out of one hundred visitors who come to your website convert into customers. That's on the high end. Most realistically, one or two or maybe three out of one hundred are going to convert into customers because people aren't going to convert or most of people aren't going to convert. You had to create more to pull pages and sequences and ways for them to become customers. So think of it this way. If someone comes to your page and you have their email address, and you know they balance after like five seconds they didn't really read your copy, you could end up emailing them, put a lot of the information in the email, and then convince them to come back and buy. Right, you got to create different scenarios, and for each type of scenario, you have to create copy that can help those people convert into buyers. For example, someone could read all of your copy, spend ten minutes on your web page and not convert. Right, That's a long amount of time, and you could end up emailing those individuals and being like, hey, hey, John, I noticed you went to the page. You read everything, but you didn't convert. What's wrong? Is there anything I can help you with? Right? I know the solution can help you, and I'm not trying to force you. If it's not a good fit for you, that's fine, but I would love to hear why you didn't end up converting into a customer. Just talking with people and creating different scenarios based on what their user and the interaction is. You can for way more of these people into customers. So the copywriting isn't always about being smooth or answering objections. It's also about presenting information in the right scenario. Great. So that set for today, hope you enjoyed it. We have a ninety day free trial of crazy Egg to give away to each and every one of you. That's a heat mapping tool to help you grow your business. Just go to single grain dot com Flash give away to learn more and you can learn more about how you can actually win a one year annual subscription to Crazy Egg. So we'll see you tomorrow. This session of Marketing School has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you've always dreamed of. And don't forget to rate and review so we can continue to bring you the best daily content possible. We'll see you in class tomorrow right here on Marketing School