"The Switch"

Save $2000 on THE premier copywriting program now >>  Tomorrow, we close the doors on [this oh-so-budget-friendly offer for Copy School, the program that turns copywriters into the most profitable folks in the zoom room](. Which means, if you join even one minute after 7pm ET on Tuesday, you'll lose these savings and need to invest 3x the amount to acquire the same sell-at-scale lessons you could start using today, like bag o' offers, bag o' emails, the AI spectrum, mind-reader shortcuts and even “jobs to be done” or JTBD copywriting. So I thought I'd give you a JTBD copywriting lesson right here in this email. To give you a taste of how this conversion copywriting stuff works. [Or you can skip this and take the full training in Copy School >>]( K, so what you're about to learn is huge for this goal: closing High Product Aware to Most Aware prospects. JTBD copywriting, which is part of conversion copywriting, helps you convert prospects by ensuring you address "The Switch" in your copy. Basically The Switch comes down to this: Your customer already has a way of getting the job done that YOUR product, service, program, etc is supposed to help them do better. We need to switch them from their current way to your way. A list of features and benefits alone won’t cut it. Instead, you wanna plan and write for the 4 forces that are part of The Switch. The first 2 forces are what’s bringing the prospect TOWARD you, like to your website. These are wonderful forces that marketers love. They are: 1. The Push away from their current way. As in, the prospect is thinking, “Ugh the way I've been doing this just isn’t working anymore.” 2. The Pull toward your way. As in, “Ooh I think I like this. Looks good, lots of testimonials, the features I’ve been missing - this might be the one.” Now think about the copy you’ve written recently. Anything. An ad, a page, an email. Your copy may have touched on the force that is The Pull. After all, you hope people will like your product. So you lean heavily on that in your copy, quickly explaining product shots and noting differences in handy comparison charts. But what about The Push? Is there anything in your copy that CLEARLY matches your prospect’s dislike for or frustration with the current way they’re getting things done, hmmmmmm? If not, [come out of hiding and use Copy School to start writing copy that fully considers the forces influencing your prospect - from The Switch to emotion to persuasion and decision-making](. [Inside Copy School]( you’ll also learn about the 2 forces that are tugging your prospect back toward their current way, even when their current way suuuuuuucks. (People stick with terrible solutions all the time. Your copy can prevent that.) Those 2 darker forces are: 1. Anxieties about switching. As in, fears of the unknowns of your solution. The hidden gotchas. Basically all the things that make your solution the devil they don’t know. And: 2. Inertia. Ah, inertia. The desire to stick with what they know rather than exert a bunch of effort to try something different. To you, it feels like someone entering their email address to start a trial or register for a webinar is hardly exerting a bunch of effort. To them, it is CHANGE. And change is sooooooo full of effort. Now think about your copy. How have you recently overcome anxieties about switching from the current way to your way? Can you say your copy has ever actually TRIED to resist, or even destroy, the force of inertia? If not, [you should grab a spot in Copy School]( because you’ll learn not only about JTBD but also aaalllllllllllll the other things we have to think about as copywriters... ...a teensy fraction of which is available to you in the freebies of the interwebs. That's the hacked-together "education" you're switching from. From a career filled with guesswork and going it alone and nobody understanding that you’re not just some kind of “wordsmith.” [To a career filled with confidence-building processes and learning from actual copy coaches and everybody understanding that you’re the team’s high-value salesperson and lead generator.]( Sound okay? If it doesn’t, cool - you’re not ready to switch to Copy School yet. But if it does, then the question is: what’s holding you back? And the answer... well... you already know what’s holding you back. It's the two dark forces in The Switch. - Dark Force A: Anxieties about giving up the devil you know for the devil you don’t. - And Dark Force B: The force of inertia. In which case, this may help you... If you’re anxious about price: not only are you saving 65% in this once-a-year mega-offer from us, but [Copy School]( has paid for itself in the first DAYS for copywriters, entrepreneurs and gig-economy workers around the world. Like it did straight out of the gate for entrepreneur Roland Fisher: “10x Emails has made me enough money to pay for Copy School and I've not even finished it yet.” (The training inside 10x Emails is available to you in the new Copy School. As is all the training from our top programs like 10x Landing Pages, 10x Funnels, 10x Web Copy, 10x Facebook Ads...) If you’re anxious about results, in-house copywriter Rob Young saw results out of the gate: "I am seeing results. I've done 2 email campaigns, and the results are nothing but excellent. Before Copyschool, I was reasonably effective. I was getting results ... but I went back and quickly reworked the current campaign I was writing, and well.... It worked like a hot dang. There are more than a handful of pleased people in our marketing department because of the results.” And freelance copywriter Molly Mac got near-instant wins for her clients: “The results speak for themselves. My most recent email campaign had a 15% clickthrough rate and 3 times the expected signups. My client is thrilled, and my imposter syndrome has been banished forever!” If you’re anxious that Copy School is just some hyped-up course that won’t work for you, copywriter Dawn Petrin loves Copy School above all other copywriting courses: “the best copywriting course ever in the history of copywriting courses but maybe I'm biased because the shiz i learned in there has enabled me to write a couple of funnels that have brought in more than a million USD this year.” And entrepreneur Anthony Tibbles raves about the content in Copy School: “With other training companies, one course might be very complete while another course could, in all honesty, and despite holding very good information, be just enough content to fill a 10-page book. I find CH content to be both very complete and very revealing (as in, I am often found thinking, "Gosh, well just look what they did there.")” Or if you’re anxious about something else - something that’s maybe unique to your business or experience - [come chat with us about it on this page](. Which really leaves us with the fourth and final force: inertia, or the desire to avoid change. And I’m afraid I don’t have good news for you on this one. With Copy School, you will experience change. Your copy is gonna change. Your results are gonna change. And while those changes might not scare you... (they're what you WANT, after all) THESE changes just might --- changes like: >> Becoming visible in your org when the lead-gen page you wrote actually pulls in enough leads to make the sales team ask you, oh so publicly in a team zoom call, what you did differently to make it work like that >> Becoming visible in your team when you circulate a loom explanation video with your copy doc, walking them through the rule of one and your one reader’s stage of awareness and the voice-of-customer copy that drove your headline… only to have your manager “reply all” with “THIS!” And even: >> Becoming visible in your career, a thing that has been slightly out of control as you’ve wondered whether you’ve got the chops to make it as a copywriter… only to find out, a few months into Copy School, that you not only DO have the chops but you could actually be kinda sorta legendary at this If you want to be invisible, you're going to want to start signing your copy "Anonymous." But if you can learn to live with 🙌🏽 reactions all over your copy docs... [Then make the switch]( If you don’t love the changes you see in your confidence and your copy in the next 14 days, you can switch back to your old way and get a refund. ~jo :)     [The Copyhackers website]( Sent to: {EMAIL} [Unsubscribe]( Copyhackers, 10158 103 St NW Unit 200, Edmonton, Alberta T5J 0X6, Canada