- Principle 1: Always lead with the truth and confirm what your buyer already believes.
- Principle 2: Obsess over your headlines as they create interest and encourage further reading.
- Principle 3: Rephrase the main truth you want to convey in different ways throughout your writing.
- Principle 4: Choose your framing wisely, using comparisons and language that sets you apart.
- Principle 5: Use negative framing to appeal to loss aversion.
- Principle 6: Keep handy phrases like "if then," "why because," and "get without" for when you feel stuck.
- Example of Webflow using the phrase "get the site you want without the dev time" on their website.

Okay, so principle number 1 always lead with the truth.

Basically good writing is first working to confirm what your buyer already believes a really nice example of this that I came across is Lattice their People Team or rather their marketing team wrote a very good headline because they sell to People Team.

So if you check this out, it says People First, Business Last.

You don't have to be that clever, but the point is that they sell the people teams and what do people teams believe?

Well, naturally they think they're the bedrock of any successful business.

And I'm also a fan of introducing some type of like non-obvious insight, like pushing back, challenging the conventional belief, Which you should definitely do.

However, you should start first by creating some common ground, leading with something that you both believe.

Otherwise, you're just going to hit a dead end and you're going to hit that confirmation bias that somebody is always putting up first.

It's kind of like a safeguard to prevent themselves from being sold.

There is a copywriting legend, David Ogilvie, who described the value of a good headline is like spending a dollar, right?

So if you can spend a dollar to write something, spend 80 cents of that on the headline because that what creates the interest and gets somebody to continue on reading.

Otherwise it's just kind of a waste, right?

So obsess over the headline, spend a lot of time on it, write it, rewrite it, get to something really good.

Now the third principle, rephrase that 1 truth that we talked about leading.

So as you go further and further on down into your writing, make sure that you are taking that 1 single thing that you need everybody to remember and saying it in a couple different ways, right?

Some examples in this course, you've heard me say sales reps don't close deals, buyers do.

You lose deals when you're not in the room.

That's where buying decisions are being made.

And there are always internal buying conversations that happen about you, without you, right?

Because if nothing else, what I want you to remember and take away from this course is that idea, Right?

So take that 1 truth, rephrase it, and then repeat it over and over and over again.

Now, if you are shopping for a new car, A Rolls Royce is pretty much the most expensive car that you can buy.

However, if you put that up next to a yacht or a private jet or a priceless work of art, it actually looks pretty dang cheap.

And so if you ask some of the Rolls Royce team, in fact, there's a director at Rolls Royce, his name's Peter Paul Shopman.

And his point is that they compete with boats, with helicopters, real estate.

And what's interesting is if you go down and you look at the language that they use on their site, so check this out.

They talk about commissioning, just like you would a work of art.

They actually say that, a perfected work of art.

And they say, you know, imagine what this will be like, craft a signature piece, totally different language, if you go down to somebody else, like BMW, or even Bentley, who, You know, they're both luxury car makers as well, but BNW is saying, build your driving machine, configure this.

So basically what Rolls-Royce is doing here is they are switching up the frame right they're moving themselves into a different place which if you followed the principle of languaging from the last lesson You're gonna be in a really good spot to do that Now 1 other way that you can use framing to your advantage as a copywriting shortcut here Switch it up by using a negative frame.

And this is where you go back to that idea of loss aversion.

So Here are some different examples Instead of saying stay ahead of schedule, say stop missing deadlines.

Instead of save 300K per year, avoid wasting 300K this year.

Or collaborate with your team, which is fine, but prevent duplicate work, right?

That's the loss that happens when you are working in silos.

Now you see this by the way all the time in the B2C world.

Instead of saying this yogurt is 90% fat free, you might say hey 10% of that yogurt is all fat, right?

It's a different spin to the same message.

Now the next principle is to keep a couple handy phrases.

If you ever get stuck, you feel like you hit a wall, this is copywriting gold, just pull 1 of these out.

If then, why because, and get without is 1 of my favorites that I personally use all the time.

And a good example of somebody using this is Webflow.

So if you check out their, This is their website.

They use this by saying get the site you want without the dev time, right?

They're using 2 different pieces to it Another 1 by the way that they sneak in here is this should and not so on the right side Hey, your website should be a marketing asset, not an engineering challenge.


Speaker 0: Okay, so principle number 1 always lead with the truth. Basically good writing is first working to confirm what your buyer already believes a really nice example of this that I came across is Lattice their People Team or rather their marketing team wrote a very good headline because they sell to People Team. So if you check this out, it says People First, Business Last. Now it's clever. You don't have to be that clever, but the point is that they sell the people teams and what do people teams believe?

Well, naturally they think they're the bedrock of any successful business. And I'm also a fan of introducing some type of like non-obvious insight, like pushing back, challenging the conventional belief, Which you should definitely do. However, you should start first by creating some common ground, leading with something that you both believe. Otherwise, you're just going to hit a dead end and you're going to hit that confirmation bias that somebody is always putting up first. It's kind of like a safeguard to prevent themselves from being sold.

Now, second principle is, is related. It's obsess over your headlines. There is a copywriting legend, David Ogilvie, who described the value of a good headline is like spending a dollar, right? So if you can spend a dollar to write something, spend 80 cents of that on the headline because that what creates the interest and gets somebody to continue on reading. Otherwise it's just kind of a waste, right?

So obsess over the headline, spend a lot of time on it, write it, rewrite it, get to something really good. Now the third principle, rephrase that 1 truth that we talked about leading. So as you go further and further on down into your writing, make sure that you are taking that 1 single thing that you need everybody to remember and saying it in a couple different ways, right? Strip down the message to that 1 thing. Some examples in this course, you've heard me say sales reps don't close deals, buyers do.

You lose deals when you're not in the room. That's where buying decisions are being made. And there are always internal buying conversations that happen about you, without you, right? Because if nothing else, what I want you to remember and take away from this course is that idea, Right? So take that 1 truth, rephrase it, and then repeat it over and over and over again.

So here's the fourth principle. Choose your framing wisely. Now, if you are shopping for a new car, A Rolls Royce is pretty much the most expensive car that you can buy. However, if you put that up next to a yacht or a private jet or a priceless work of art, it actually looks pretty dang cheap. And so if you ask some of the Rolls Royce team, in fact, there's a director at Rolls Royce, his name's Peter Paul Shopman.

Tell me about your competition. He'll say we don't have any competition. And his point is that they compete with boats, with helicopters, real estate. And what's interesting is if you go down and you look at the language that they use on their site, so check this out. They talk about commissioning, just like you would a work of art.

They actually say that, a perfected work of art. And they say, you know, imagine what this will be like, craft a signature piece, totally different language, if you go down to somebody else, like BMW, or even Bentley, who, You know, they're both luxury car makers as well, but BNW is saying, build your driving machine, configure this. They're giving you some popular options. Same with Bentley here. Here's our car configurator configure.

You don't configure art. You don't build art. So basically what Rolls-Royce is doing here is they are switching up the frame right they're moving themselves into a different place which if you followed the principle of languaging from the last lesson You're gonna be in a really good spot to do that Now 1 other way that you can use framing to your advantage as a copywriting shortcut here Switch it up by using a negative frame. And this is where you go back to that idea of loss aversion. So Here are some different examples Instead of saying stay ahead of schedule, say stop missing deadlines.

Instead of save 300K per year, avoid wasting 300K this year. Or collaborate with your team, which is fine, but prevent duplicate work, right? That's the loss that happens when you are working in silos. Now you see this by the way all the time in the B2C world. Instead of saying this yogurt is 90% fat free, you might say hey 10% of that yogurt is all fat, right?

It's a different spin to the same message. Now the next principle is to keep a couple handy phrases. If you ever get stuck, you feel like you hit a wall, this is copywriting gold, just pull 1 of these out. If then, why because, and get without is 1 of my favorites that I personally use all the time. And a good example of somebody using this is Webflow.

So if you check out their, This is their website. They use this by saying get the site you want without the dev time, right? They're using 2 different pieces to it Another 1 by the way that they sneak in here is this should and not so on the right side Hey, your website should be a marketing asset, not an engineering challenge.

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