Behind-the-Scenes of my CopyHour 2024 launch

Part 1 ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Next Monday is January 1st... and that means I'll be launching CopyHour 2024! In case you missed my previous emails on the 2024 launch, I've been talking about how I'd like to remove some of the confusion surrounding CopyHour's pricing and the group coaching option. And this got me thinking that maybe I should I do a little behind-the-scenes commentary on a few things I'm doing leading up to the launch. So that's what I'll do in this mini series of emails. Cool? First things first... the offer for CopyHour is already set. The course package/components are already fleshed out, put together and proven. In other words, I know the course itself sells. Which obviously takes a lot of pressure off. It's harder to write copy for unproven offers because if you're not selling you really don't know who's to blame: the offer or the copy. On that note, the sales page is written minus some edits. But I'll pause here: for this launch I actually have a fully brand new test variation. How I deploy that test variation will depend on the Big Idea and, to a lesser extent the Hooks, I ultimately settle on for the launch emails. (Note: Since everything is basically already done for my relaunches, I don't need to write things out months in advance. That said, better planning is a huge priority for me in 2024. But we're still in 2023 :-)) To make this more visual, here are the components of my launch to my email list and the topics I'll cover in this series: 1. Emails (Strong Hooks + Consistent Big Idea) >> 2. Sales Page (Bonuses, Pricing) >> 3. Upsells All these components are inter-related and for this email I want to talk about the Big Idea. "Big Ideas" and "Hooks" in email copy have come up quite a bit in both my CopyHour group calls and with my private CopyHour coaching students. Every copywriter and their mother has a different definition of what a Big Idea and a Hook are. Mine are quite simple. - The Big Idea is the "main appeal". What is the underlying promised benefit of the product? - A Hook is simply a way to grab attention for that Big Idea. In a launch sequence, you ideally have a unique Hook for each email but a consistent Big Idea for the product being sold. And that Big Idea obviously continues through on the sales page. The Big Idea for CopyHour has always been something like: hand copying turns you into a world-class copywriter in under 90 days. I obviously can't really come out and say that to everyone... not everyone understands the benefits of hand copying... so there's a Hook on the sales page of "Copywriting legend Gary Halbert's almost forgotten "secret" to writing killer sales copy." Now-a-days a lot of promotions you'll find are leaning on AI for the Hook. The Big Ideas aren't necessarily different or unusual... they're just there as a simple benefit. For example: "generate high-converting sales pages quickly with AI". I couldn't say, "generate high-converting sales pages quickly with hand copying." When you have an offer that's not fully "hot" and more timeless, like CopyHour, you can focus more on the Hooks in your emails... and you can utilize a trick I'll discuss more in the next email. This trick is actually the main reason I put together a new sales page to test. So again, in the next email I'll talk about where I've settled with the Big Idea for CopyHour 2024. And I'll reveal how I'm writing some of the Hooks for the launch sequence... plus, show you how they relate to the new Bonuses I'll be including. If that sounds interesting look out for part 2 in this behind-the-scenes series. Cheers! - Derek Sent to: {EMAIL} [Unsubscribe]( CopyHour.com, 340 S LEMON AVE, 5007, WALNUT, CA 91789