My go-to copywriting system that’s earned $120,000 in 6 months

On January 7th I made my first dollar online.

Today?

I’ve driven over $120,000 in results for myself and clients (in just over 6 months).

Before this?

I was working a 9-5 (just like you probably are right now), and had never written a  tweet in my life.

So when I tell you you’re closer than you think to going “full WiFi money” mode?

I really do mean it.

And the fundamental skill that’s allowed me to achieve these results?

To quit my 9-5.

To scale 3 separate brands to over $10k/month (not even including my own).

And to NEVER worry about my ability to make money again?

Copywriting.

Using the written words to persuade, trigger and JOLT people to BUY.

So in today’s email, I want to give you an insight into MY go-to copywriting framework (so you can apply it to your own offers and make internet money of your own).

But first, a quick disclaimer…

I cannot show you exactly how to write copy for your specific circumstance. There are simply too many factors at play. Cold vs warm. Direct vs indirect. Market sophistication. Saturation. Product. Brand vs DTC. Yada yada yada.

What I can do, however, is give you an incredibly versatile (and incredibly effective) framework for writing copy and then let you iron out the details for your own specific situation.

Sound good?

Brill.

Because we have a lot to cover today.

So let’s dive in…

Step #1: Present a shift that is occurring in the world

“4 hours left.”

“2 spots remaining.”

“Price doubles in 6 hours.”

How many times have these messages FLOODED your inbox or flashed in your face when you click on a sales page?

If you’ve been in this game for even a few weeks, I’m guessing your answer is “too many times”.

And here’s the thing: these tactics do work.

They do stimulate urgency.

They do stimulate scarcity.

And they do force people to act now.

But they are tired AF.

People are so used to seeing them that they simply don’t pack the same punch they once did.

So you need to get a bit more cunning…

My favourite way to do this?

Present a NEW opportunity that’s a result of a something OUTSIDE of your control.

Why outside of your control?

Because this will position you as the messenger, rather than the benefactor.

So, ask yourself…

How is the market you’re in changing?

What factors are causing this shift?

What opportunity does this present for your readers?

But I know what you’re wondering…

What’s the point of all this?

Well, think about it…

The future of work is changing. The creator is economy is taking over. People are making hundreds of thousands of dollars on the internet by writing about their lives. Boom. You’re sat here reading this email hoping to build your personal brand and take advantage of this gold rush.

Do you see?

Right.

Now you’ve made them aware they’re at a pivotal moment in time (and implicitly triggered their “fuck, I need to act now” response), you can move onto the next stage…

Step #2: Create winners and losers

This opportunity cannot be foolproof.

There MUST be a way for people to fail - otherwise what need would people have for your solution?

You need winners.

You need losers.

And, most importantly, you need to create a bifurcation between them.

Best way to create this gap?

Ask yourself:

What are you trying to sell?

Coaching?

An email marketing course?

Whatever it is, mastering this “thing” is what you need to position as the difference between the winners and the losers.

This is where you INCEPT the need for your solution in your reader’s mind.

Subtly, of course.

No need to mention ANYTHING about what you’re selling at this point.

After all…

They aren’t bought in yet.

And that’s where the next step in this process comes into play…

Step #3: Show them their ideal future

Right now is where you’re going to feel that conventional copywriting logic whispering in the back of your ear “tell them about their problems. Make them feel their pain.”

Resist it.

They’re not ready yet.

Because let’s look at what we’ve established so far…

We’ve shown them a (new) opportunity that’s open to them due to a shifting environment.

We’ve shown them some will win and some will fail.

But they aren’t DROOLING for it yet.

They haven’t seen the promised land.

They still don’t quite appreciate how this will change their life.

And so… if we dive into talking about their problems right now, they won’t care.

Your job now?

Give them a glimpse of the promised land.

What does their day-to-day look like?

How does it differ from their current reality?

What parts of their life they currently hate will be no more?

This doesn’t need to be glamourous. In fact, I actually find it works better if it isn’t.

Whenever I see someone trying to “tease” people with fact they’re sitting on a beach in the tropics, it always makes me laugh. Because they’re just another sheep following what they think sparks people into motion.

Most people don’t want coconuts on the beach.

They want a way to pay the bills without stress. They want to wake up and not sit in traffic for 2 hours a day. They want to go out to dinner with their family without caring about the number the waiter hands them at the end of their meal.

That’s the true promised land 99% of your readers are chasing. Not sipping fucking Pina coladas on the beach. Unrelatable AF.

And then…

Once you’ve got them GAGGING with desire.

Once they can taste it on their tonugues.

Then, and only then, do you move onto the blockers…

Step #4: Brick wall ahead

Uh oh.

They didn’t think it was going to be that easy, did they?

Because here comes the BIG problem standing between them and the promised land.

And listen - because this is important. Ask yourself…

What am I trying to sell?

Why?

Because the big problem you present people needs to be the exact OPPOSITE of the thing you’re trying to pitch.

After all…

Reverse engineering the sale really is the name of the game.

And here is a great time to take a step back for a second…

Do you see why we do it this way round? Stimulate their desire FIRST. Then present the blocker.

After all…

You wouldn’t care that the closest supermarket was a 2 hour drive away… until you start craving a pint of Ben and Jerry’s Cookie Dough…

Finally…

Step #5: A crack in the wall

Not much good getting them HUNGRY if you don’t show them a way through the brick wall they’re up against, is it?

And this is where YOUR unique positioning is.

Now, the art of positioning is an email in and of itself. (More like an entire course, tbh).

But to get you on the right tracks…

Here’s the 3 questions I ask myself when I think about how to position myself or a product uniquely in the market:

1. Who are my competitors selling to?

   After all, how the fuck can you expect to “stand out” if you don’t even know what the other players are up to?

2. What is their selling angle?

   Fear? Empathy? Time in the game? If their products are selling, copy this angle.

3. What are your weaknesses RELATIVE to your competitors?

   Yes. You heard that right. Your weaknesses. Because these are the objections your prospective buyers will have in their minds. They already know about your strengths. So your job at this point is to quell every objection they have about what you are NOT the answer to their prayers.

   As an example… if you were selling real estate that was close to a pub, instead of shirking that obvious downside that would instantly turn 99% of people off, what if instead you could market yourself directly to sociable 20 year olds who couldn’t think of anything better than being located just above the local watering hole. Food for thought, eh.

Right.

I think that’s enough information overload today.

Is this a foolproof system? Absolutely not.

It requires planning. It requires careful consideration of exactly WHO you’re selling to and WHAT you’re selling. And it requires you to think outside the box (as all good copy does).

But if you want to avoid the race to the bottom where you’re competing, stop selling yourself at a discount and instead charge (almost) whatever you want by positioning yourself as the ONLY viable option?

I’ve found this to be a more effective system than literally any other.

Talk soon,

Harry

PS. Find this full system breakdown email useful?

Reply “System” and I’ll pump out more insights in the future (takes you 2 seconds to reply btw so please do if you want more of this stuff)