The Proven 3-Step Path to Results-Based Mastery (and declaring yourself the Most Profitable Person in the Room)

• Step 1: Master the Places Where Cash Changes Hands
• The reason most founders, copywriters and marketers give up in their pursuit towards mastery is because they’re literally trying to master everything.
• Which is pure insanity.
• Unlike Facebook Ads or SEO – which are barely old enough to order a cheap whiskey from a Canadian dive – copywriting has been around for over 120 freakin’ years.
• The amount of techniques, philosophies, schools-of-thought and the places to apply them are nearly endless.
• That’s why even seasoned copywriters never quite feel like they’ve “made it” or that they’re “good enough.” The goal posts for mastery are blurrier than a Jackson Pollock to those people in Bird Box.
• So to that we say “screw it.” Don’t shoot for this elusive thing called “mastery.” Instead, develop results-based mastery over the key marketing funnel assets where cash changes hands.
• Meaning…
• Your Website
•  Your Facebook and Instagram Ads (to turn strangers into traffic)
•  Your Landing Page (to turn traffic into leads)
•  Your Emails (to turn leads into primed prospects)
• Your Sales Page (to turn primed prospects into customers)
• Gain results-based mastery over these 5 cash-changing junctures, and you’ll NEVER have to worry about your ability to generate revenue in your business again. Or in your clients’ businesses again.
• Step 2: Need for Speed: Never start from scratch. Never second guess.
• High-converting copy is meant to be written fast. Methodically fast.
• It’s not a study game. It’s a speed game.
• As a a founder, a marketer, business owner… or as a busy-ass copywriter who wants to serve all those clients fighting for your keyboard, you don’t have endless hours to labor over your Macbook while throwing back 18 Starbucks refills.
• You don’t have time to play a poor man’s game of copywriting chicken with the blinking cursor.
• Your CMO – your client – your employees – they can’t “wait” until you feel inspired enough to write the copy that keeps everyone, including the company’s
• Bernese mountain dog, fed.
• And that’s actually an advantage for you. Because killer sales copy happens fast. Methodically fast. And that’s why the top-performing copywriters on the planet NEVER start from scratch – they start with the proven templates, frameworks and processes that churn out record-breaking copy in half the time it takes you to labor over that stuff that makes your stomach churn the second you hit “share.”
• Step 3: Recognize Copy as the Universal Blood Type of Your Marketing Campaign
• You’re probably just as sick as we are of every marketing person on the planet professing their thing as “the most important thing” – SEO, CRO, funnels, high ticket services, ascension paths, inbound marketing, conversational marketing, etc.
• Endless, right?
• But the one thing they ALL HAVE IN COMMON is the requirement for high-converting copy.
• Copy is the great unifier. It’s the O-Negative blood type that generously pumps its profit-generating power into EVERYTHING you’ll ever do in your marketing.
• It was the “thing” in 1920. And it’ll still be the thing in 2020 and beyond.
• When it comes to marketing, copy is an immortal Taoist sage who’s sipped from the fountain of youth and bottled that sh*t up for safekeeping.
• You can blame it for being too humble. You can resist it. You can pretend it doesn’t exist or that it doesn’t matter. But with that attitude, it’ll likely outlast you and your business.
• It’s time to let bygones be bygones and finally make peace with this most profitable skill.
• And that means committing to actually mastering these key assets.
• Not just being “blog smart” and name-dropping Ogilvy every chance you get. Not just learning the “101” stuff on Udemy.
• But actually acquiring and applying the repeatable, evergreen skills and strategies that have helped create repeatable 6- and 7-figure wins for the brands, businesses and software programs you use everyday.

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