Simple Writing System Express Course
"The Pint of Beer Challenge"
Lesson #2 - The Elevator Chat
You made it! Since you’re here for Lesson #2, I’m gonna assume you finished Lesson #1, right?
(If not, march yourself back there and finish Lesson #1 right now. These lessons build on each other. And you’re not doing yourself any favors by leapfrogging around.)
You’re in for a treat with lesson #2 because it’s all about each one of our favorite subjects – OURSELVES.
That’s right. The first lesson was about your prospects. This one is about you.
We’re going to craft the second part of your foundational copy today: Your Elevator Pitch. Now I used to hate these…until I mastered this lesson.
You’ve probably been told you need to explain your business in 30-60 seconds.
But how can you do it in a memorable way that gets your prospect wanting more?
Once again, I’ll hand you over to my trusted mentor, John Carlton, who will teach you the "one-sentence formula" that’s responsible for untold profits.
Easy peasy, right?
Just like last lesson... now, it’s your turn.
1. You've watched the video.
2. Now, fill in the blanks for this simple formula.
3. Write or type it out.
4. Once again, you'll find dozens of exercises and my feedback on this page. Review those, and then take a look at what you wrote. I bet you can make it better.
Remember, the one-sentence-formula is...
A. We help [group of people]
B. Do/Get [benefit]
C. [better, cheaper, faster or easier]
D. Even if [worst case scenario]
I’m going to assume you’re good with A (group of people) and B (what problem your business solves)...
But you might get a little hung up on C (how you’re different). Check the comments below for dozens of tips.
SWS Express Guide
P.S. If you haven’t done the exercise from Lesson 1 yet... you really ought to.
John Carlton's Simple Writing System was designed with an internal logic where you go from step 1 to step 2 and so forth.
Skipping steps can really hurt you in your copy training.
I'm serious. Do 'em in order. Go back to Lesson 1 now, and do the exercise.
P.P.S. When you're finished with this exercise, check your inbox. An email that will take you to Lesson #3 is waiting for you.
In that lesson you'll learn three tactics (some call them tricks) to get your prospect to take out his credit card.
This is the lesson that gets you paid. That's the difference between a "business" and a "hobby". You don't want to miss Lesson #3.
Free personal coaching has finished. Lorrie is now dedicating her time to the lucky action-takers who signed up for The Simple Writing System Coaching & Mentoring Program.
We left this page here to help you. Below are dozens of examples of Lorrie's coaching.
If this page is live, there are still some open spots. If these free lessons helped make you a more effective "salesman in print", join John & Lorrie in the full Simple Writing System.