3 Ways to Impress a Billion Dollar Copywriter

You’ve heard of Stefan Georgi, right?

A copywriter whose sales letters bossed the first page of Clickbank…

Charges $50-100k per sales letter…

Writes copy set to generate $1bn (yes, bn) for clients this year…

And he’s the creator of the RMBC Method (which I was banging on about a couple of months ago).

Well, get this…

Recently Stefan ran a competition for budding copy scribes to write sales letters for his clients.

One of them was a sales letter for a one-of-a-kind clay mask.

Stefan offered an upfront fee for the five best applicants, and then a bonus for the winning letter.

Well…

After opening up a couple of veins to bleed all over my laptop in order to get a 9,000 word sales letter done in 3 weeks…

Yours truly snagged the prize.

Here are three takeaways on how I did it:

1. Sold him on hiring me like I’d sell customers on buying a client’s products

To be selected, I had to write Stefan a cover letter. 

Sure, I could have just written about my past copywriting experience, recent successes and dropped in a few testimonials… like you would applying for any gig. 

But I knew with a seasoned pro like Stefan, an average cover letter wasn’t going to cut it.

So I went to TOWN, and turned it into a fully fledged sales letter.

It opened with a painful event that told me something had to change… 

A feverish search for a quest item to help me make a breakthrough… 

And then future pacing what life would be like if Stefan picked me as one of the final five.

I also threw in Stefan’s love of White Claw and reading to his daughter to show I’d done my research… 

And that this was no cookie cutter letter sent out a cold email bombing run.

You can read my cover letter here.

2. Loaded up tons of proof early

The skincare market is SUPER saturated. 

Women (and increasingly men) have heard every claim in the book on ‘fading wrinkles’ and ‘reversing the signs of aging’.

Sure, I could make BIGGER claims.

And I did… with claims of skin so soft it was ‘porcelain smooth’.

But I also loaded up the first few pages with ALL the proof I could muster. 

This included: 

• Before and after photos immediately after the headline (you can’t beat a good demonstration)
• Brief summary of the TRUE story of our hero going from a face covered in scars to modelling for Macy’s in just 7 weeks
• HIGH STATUS testimonials from beauticians and estheticians
• Trust badges of all the websites the product has featured on
• Endorsement from Dave Asprey, and the fact our hero appeared on Bulletproof Radio to talk about his product

The temptation can be to leave some proof elements until later on… as a nice surprise to tip wavering prospects into buyers. 

But in super saturated markets…

You don’t have the luxury of hoping people will follow the trail to get to the good stuff. 

You’ve got to sweeten the pot early on to draw in readers like bees to honey. 

3. Slotted mini emotional rollercoasters into the discovery story

All five selected writers had the same background story to work from.

So I knew if I wanted the juicy $2,500 bonus…

I had to turn minor details into MAJOR breakthroughs.

This includes the moment our hero collects a friend at the airport and they’re stunned to see the improvement in their skin.

This became my breakthrough moment where our hero realizes they’ve got a super special product on his hands that can change lives.

Another example is when our hero awakes giddy after a car accident… 

They’re giddy to be alive. 

But then they turn to see the look of horror on their mom’s face…

Due to their ‘patchwork of skin sewn together in the emergency room’. 

These sudden shifts in emotion enabled me to slot in mini emotional rollercoasters into the longer story arc.

A letter isn’t finished until it converts

Thanks to these three tactics, this was Stefan’s feedback:

“Matt – great work. We loved your letter and you really just nailed it on so many different levels – from the formatting which was really on point, to the story telling and big ideas.”

While the end client, Andy Hnilo, liked my sales letter too:

“Great work on the lander! Incredible! Thank you!”

It’s always an anxious wait getting feedback. 

And now I’m in for another one. 

Because making clients happy is one thing… 

But it’s how the market responds that ultimately counts.

So I’ve already offered Andy free updates until we hit our conversion goals.

As it’s results that matter. 

Not just pretty words on a page. 

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5 Ways to Stand Out in a Sea of Copywriters

The copywriting universe is expanding at breakneck speed.

Facebook groups are filling up daily with aspiring teenage wordsmiths  (I’d LOVE to have known about copywriting at their age)… 

While copywriters based in India, Nigeria and other countries are upping their game to earn a chunkier wage packet from the interwebs… 

And people who’ve lost their jobs in the viral tornado are now retooling to reboot their careers as home based copy scribes.  

The good news is there are millions of businesses in need of our services.

The bad news is there’s now a vast ocean of copywriters all vying for their custom.

So how can you stand out?

The key to success is developing a ‘magnetic brand’.

A brand that draws clients to you… so you can spend more time making moolah and less time penning cold emails.

How can you build a ‘magnetic brand’?

Here are five idea:

1. Niche down early 

Specialists get to charge more than generalists. That’s a simple fact.

So plan how you can be the go-to expert for a specific niche.

Choose a topic you’re passionate about and there’s a hungry market for (hint – if there’s a magazine about it, there’s a market). 

Then start building your knowledge, skillset and brand as the expert in that niche.

2. Specialize in a TYPE of copy 

You can take niching down a step further by specializing in a type of copy. 

You could be the expert in onboarding email sequences for pet CBD… 

The master at writing sales pages for survival knives…. 

Or become the person with the biggest swipe file of supplement check out pages (checkout pages are one of the best ways to boost response yet are criminally ignored).

3. Post daily 

The world is filled with dirt poor geniuses who don’t know (or refuse to) market themselves. 

Don’t be like them. 

Log an hour of self promotion into your daily schedule. 

This could include answering questions in Facebook groups… giving people feedback on their sales page… and posting daily with insights and tips. 

Don’t know what to write?

Breakdown a marketing process into a series of steps, and then write bite size posts on each step.

Want to go a step further than 99% of your introverted brethren (including yours truly)?

Record your posts as videos on your phone. 

You can start up a YouTube channel, as well as grow your following on LinkedIn and Facebook.

4. Offer a bold guarantee

Sadly, there are too many copywriters who take self promotion to the extreme. 

They offer clients the moon and the stars before they’ve even witten a single profitable promo. 

The result is there are a ton of jaded clients out there, who’ve been burned so many times they’re reluctant to try out up-and-comers.

One workaround is to offer a bold guarantee.

Say that you’re a copywriter ‘who stands by their work’. 

In other words, you’ll provide unlimited redrafts for 1-3 months until the client hits their conversion goals. 

Just make sure you only offer this to clients willing to share their stats and properly test your copy.

5. Create a new method for turning clicks into cash

Jeff Walker is known for his Launch Formula while Todd Brown has E5 Camp. 

They’re essentially two renditions of the same theme. So why not create a product launch strategy of your own? 

Even better, promote it with a case study using REAL DATA on how you used it to grow a list and sell a $7 info product. 

Proof of concept will go a long way to drawing in clients.

So there you go.

Five ideas off the bat on how to standout in the rapidly expanding ocean of copywriters.

And five ideas I hope have got the cogs grinding on how you can develop your skills and grow the magnetic power of your brand at the same time. 

If you try implementing any of them, let me know how you get on.

P.S. This post topic was a personal request of a Crucible reader. So if there’s anything you’d like me to cover in future emails, post a comment and let me know.

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