Simple Writing System Express Course
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 leap frogging 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 way that’s memorable… and gets the prospect wanting more?
Once again, I’ll hand you over to my trusted mentor, John Carlton… to teach you the "one-sentence formula" that’s responsible for untold profits.
Easy peasy, right?
Just like last lesson... now, it’s your turn.
You’ve watched the video.
- 2Now, fill in the blanks for this simple formula.
- 3And, write it out in the comments section.
- 4I’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). Just let me know in the comments and I’ll be at your service.
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, 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...
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