Pint of Beer Challenge
Here's an insider secret the expensive big ad agencies and high-priced copywriters don’t want you to discover…
"How To Create Your First Pretty Darn Good Ad...
In Just 9 Minutes."
John Carlton, here. “The Most Ripped-Off Copywriter Online.”
For many years now, I’ve been teaching people with absolutely zero advertising experience (not to mention a fear of trying to write anything) how to create their very first ad that actually works.
I do this by getting them to stop thinking about doing something most find difficult – writing a good ad…
… and instead focus on small parts of real-world, face-to-face conversations they would have with their perfect prospect…
… if it were possible to sit down with every ideal prospect in the world.
Thanks to the internet and the relatively low costs of sending old-school “snail mail,” you can get your story… your ad… in front of millions of prospects without ever leaving home.
What you’ve done in your three SWS Express Course / Pint of Beer Challenge lessons can form the backbone of your next sales page, social media post, or YouTube script.
Let me show you how it’s done.
It’s going to take us just about 9 minutes.
You can time this if you want.
Let’s get started, shall we?
Start your timer:
Here’s what you do:
Gather your three exercises.
You’re going to take those words, add just a few sentences to bring it all together, and you’re done.
Lesson #1: "What Do They Say?" is for inspiration and guidance. Keep that in front of you so you never lose focus that your ad needs to address helping that person solve that problem.
And nothing else.
Do not burden or confuse them with other things you can do.
Do not try to sell other stuff – the best way to get a good ad working is to have ONE thing to sell.
You can sell your prospect other stuff after you’ve made that critical first sale.
Lesson #2: “What Do You Say?” is the opening of your ad. While you’re still learning how to write copy, keep it just that simple.
Lesson #3: “Closing the Deal” will do exactly that. Make the offer. Tell them the one thing they need to do next (right now!), so you can solve that problem they talked about in Lesson #1.
Between your Lesson #2 and Lesson #3 exercises, you’ll throw in just a bit of salesmanship.
Maybe a success story or testimonial from a happy customer?
Maybe a few lines describing their lives once their problem is no more?
Below is a sample ad I wrote in a workshop years ago.
As you read through it, notice what a compelling little sales story it is and how I never deviate (even one sentence) from the model.
Along with your Pint of Beer Challenge exercises, use my ad as a model, and write yours.
The first draft, which should mostly be copy/pasting from your exercises, shouldn’t take you much longer than 9 minutes.
Are you getting lots of hits… but not converting them into sales?
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And that’s pretty much all there is to writing a darn good ad.
We added this bonus 4th lesson to make sure you see an example of how to “tie it all together” and create an ad.
Too many people over-complicate this step when they are first learning. You don't have to do that.
We know you’re a better marketer now that you’ve seen how an experienced copywriter creates a full ad from only these few pieces.
And you’ll be even better if you take just these few minutes, do this step, and create that ad.
When you're ready to expand your sales pitch, you will keep these Pint of Beer Challenge exercises as your foundation. Every successful long web sales page and video can be broken down into these sections.
Rookies get hung up on the idea that someone is reading their writing.
It's a trap that will destroy response rates. Because your reader will quickly become a NON-reader as soon as you bore him… or insult his intelligence… or lose him with tangents or irrelevant stories.
Just like in real life when you're talking to someone.
The closer you can make your copy read like an actual conversation, the higher your readership will be.
And that means more results.
P.S. As I’m sure you’ve figured out, this “express course” is a mini-version of my complete Simple Writing System Program.
I hope that these lessons demonstrate that if you follow a proven process…
… you can write ads that will bring much more money into your business and life.
You can learn my entire copywriting system.
Head to this page to learn about -- and get lifetime access to -- my Simple Writing System program.