Pint of Beer Challenge
Lesson #2 - What Do You Say?
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. (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?
John Carlton is about to teach you the "one-sentence formula" that’s responsible for untold profits.
Easy peasy, right?
Just like the last lesson... now, it’s your turn.
1. You've watched the video.
2. Now, fill in the blanks for this simple formula.
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).
This is why it's important to (really) take the time to write these exercises. Challenge yourself. It's the best way to improve your copy.
Your Pint of Beer Challenge Host
P.S. If you haven’t done the exercise from Lesson 1 yet... you really ought to.
Just like John Carlton's full Simple Writing System, this mini-course is 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.
#3 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.
Click here to get to the 3rd Lesson.
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