Simple Writing System Express Course
Lesson #2 - The Elevator Chat
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Hey, welcome back!
Glad you made it to lesson #2!
You’re in for a treat.
The first lesson was about your prospects. This one is about you.
We’re going to craft your second foundational “copy tool” today: Your Elevator Pitch.
You’ve probably been told you need to explain your business in 30-60 seconds…
But how can you do it in a way that’s memorable… and gets the prospect wanting more?
Once again, I’ll hand you over to my trusted teacher, John Carlton… to teach you the “one-sentence-formula” that’s probably responsible for over $100,000,000 in sales.
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. And, write it out in the comments section.
4. I’ll get back to you with feedback in a jiffy.
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]
As always, I’m here to give you a boost if you need it.
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).
When I learned this from John a decade ago, I came up with a really awkward acronym I still use today:
It stands for:
If you think about it, whenever we’re faced with two or more choices...
Those really are the six criteria we consider to help us decide.
And different products and services place different values on each of them.
For example, you probably don’t want a "cheap, fast heart surgeon". You want an accurate one.
Or let’s say you rent out apartments and you're repainting the place after the last tenant.
You don’t need an "accurate" perfect paint job.
You just need a good enough "cheap and fast" one... knowing the new tenant will paint it over anyway.
Again - it comes back to Lesson #1...
What is your market and what do they want and need?
It’s your job to frame your business in the way they want it.
So think about your business and what it does better than your competitors.
ONE SIDE NOTE: There’s a seventh criteria for certain businesses that may apply to you.
Sometimes, we buy stuff just to "fit in"... or to show-off and brag to our friends.
Just something to think about.
OK - that’s enough from me.
Get to work.
Your Personal Copy Coach
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, head on over to Lesson 3. In that lesson you'll learn 3 tactics (some call them tricks) to convince your prospect to take out his credit card. We call it Close The Deal.
Enter your SWS Exercise in the Comments Section below...
"I've written pieces that have pulled in millions of dollars. Yet, when I sit down to write copy, I pull out my swipe file of John Carlton's stuff, and study it like my life depended on it. He is one of the few true experts in advertising. Pure gold."
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