Welcome back my toxic friend.

I guess that yesterday’s email was EXTREMELY basic.

And for most of you. It was nothing new.

“Leon. You promised some real sauce. Not the basics”

I know. I know.

I’ll get into it…

Just before I tell you tho… have you ever thought about how copy does not have anything to say about the words you use but rather HOW you position them?

No.…?

Then. Time to grab that pen.

2—Organize Your Selling Points

If I were to give you a free gift (I’m not) but BURIED it in between a 1k+ words essay WITHOUT stating there was a free gift inside there…

How many do you think would read the whole thing? Or let alone… get the gift?

Zero. 0. None. Or at the very best; Minimal. Right?

Why is that?

We’re lazy.

If we don’t see “what’s in it for me” + a big block of text….

our brain automatically signals “I’m not gonna read this”.

On the other hand. If my free gift was the first thing that was mentioned: “Free GIFT inside”.

What do you think would happen now?

Would more or less people buy it do you think? (notice how I’m talking to YOU by using the word “YOU”?)

Obviously a lot more. (if not all)

Why?

The reader KNOWS what to look after. They know that if they open this they will get something in return.

We’re really like dogs waiting to be rewarded (with dopamine).

Back to the point—WHEN you write copy. YOU MUST KEEP IT ORGANIZED.

Make the points that you want the reader to read CLEAR. Tease them.

You might have ONE main message you want to tease “This gift will teach you EVERYTHING about writing emails” and/or several sub-messages.

Make that clear.

Use sub-headings like I did in this email to cover each selling point (or in this case “each value point”).

Use subheadings on your landing page. Everywhere really.

Break up your copy.

Make it scanable.

Got it?

Good.

ALSO… keep this rule in mind:

In short. (1) Give overview, (2) cover the points and (3) make a summary.

For you lazy MF’s.

Here’s how to organize in 5 steps:

1. Subject line/Headline that makes them curious and gives a big promise

2. Show HOW the promise is fulfilled

3. Give proof that the product/service/information is as you describe it

4. Explain how to order/purchase/advance

5. Explain why the cost is the best for its value, if possible

That’s it for today.

Tomorrow. I’ll show YOU.

How To GLUE Eyeballs To Your Copy.

With a simple. Short. Quick And Easy. Trick.

See you then.

With Energy,
Leon Bekteshi