Podcast

Mastering Video Sales Letter With Jon Benson

PHP 20 | Mastering Video Sales Letter

 

Videos have undeniably changed the game when it comes to sales. Especially in this technologically advanced day and age, so many salespeople have been trading the door-to-door selling method for videos. The man behind what is now called Video Sales Letter (VSL) is Jon Benson. In this episode, host, Adam Lyons, speaks with Jon about how to structure your written ads, your copy, and your copy-writing so you can be as successful as he is. Putting forward the value of creating a positive impact on other people’s lives, he then shares his thoughts about the ethical and psychological aspects of selling. Apply what you learn in this episode, and you’ll be certain to increase your revenues.

Listen to the podcast here:

Mastering Video Sales Letter With Jon Benson

I am joined by none other than, Jon Benson, who is the person that invented the Video Sales Letter. If you don’t know exactly what that is, I guarantee you’ve seen them. That’s where if you’re on the internet, maybe you’re on social media or what have you and you see an advert that turns up with somebody making a video of them selling you their product. There’ve been countless of these. The famous ones are from the Harmon Brothers, which were the Poo-Pourri ads, straight down to Ty Lopez. He had one his entire career that launched off the back of a video sales letter. It was many years before that Jon Benson came up with this concept, pioneered it and brought it out. I want to welcome my good friend and also a copywriting genius, Jon Benson. How are you doing?

It’s good to talk to you again.

I was talking to a copywriting buddy of mine. You probably know David Raybould. We were hanging out and I was explaining that a lot of people that I meet out in the world of business, whenever I say copywriting, they get confused. It’s just ad writing but there are so many different types of ads. You got long form, short form or what have you. Do you know where the term copywriting came from or why people call it copywriting?

I have no idea. I know that if you watch Mad Men back in the day where it was all about admin and they refer to the term copy and copywriting all the time. It’s been around for a while. I don’t know. I would assume that it came from some weird play on words or some, “Where’s the copy for that?” It became, “I’m a copywriter,” kind of thing. If you mentioned ad writing or something like that, “What do you do?” “I write ads,” people have an impression to this very day of a newspaper ad, even though newspapers are dying rapidly. It’s so much more than that.

What’s fascinating to me is I’ve got a number of clients that have been running surveys and I can always tell the slides to get results in their surveys, which aren’t selling anything and the ones that don’t base on whether they have a good copywriting headline. It is about getting people to take action and to interact and the ones that have a bad headline do badly. To you, it makes sense but to some of the people reading this, it might not be as obvious. One of the things that we see often is these clickbait headlines, the standard ones. What’s the difference between a good headline and a clickbait headline in your mind?

We’re going to dismiss questions of ethics at this point. We’re going to talk strictly copy. There is no difference at all. The only purpose of a headline is to get somebody to read the sub-headline if there is one. If there’s not, it’s to get someone to read it in person and your copy or watch your video. That’s the only purpose of it. I talk a lot about ethical copywriting and how do you do this in a way where you’re pushing the borders for sure. You’re telling narrative stories. You’re cleverly exaggerating but not lying, those kinds of things. I’m not referring to like, “Sixteen ways you can get rich overnight.” That’s a clickbait-y headline. It’s a good one. From all the copy angles, I would never write something like that. I wouldn’t ever do something like that in real life because it’s complete nonsense.

It would serve its purpose. It would get a click and if my videos started off because of the most important thing is the first five seconds of whatever you do. Whether it’s your video, your sales page, your sub-headline, if you think of copy in a sense of walking down a chain of stairs that the object of the stair below the one that you’re about to step on is to get to the one below it. That is the same thing with the copy. Only you’re going up or if you want to think of it in a more positive framework. The non-glamorous definition of a headline is something that will get you to read the next sentence. That could be, “Man eats dog or man bites dog,” or something like that. That’s where that “Man bites dog” headlines come from. Where the art comes in is how you do that without betraying your conscience or lying to your audience and things of that nature.

A headline really is about getting people to take action and to actually interact. Click To Tweet

I always think of movies and I know that you’ve got a lot of experience when it comes to film or something being based in Hollywood. A very good lesson I learned back when I was doing some producing is that a movie is successful based on the trailer, the poster, the name of the movie and finally the reviews. The quality of the movie almost doesn’t matter because by the time somebody is watching the movie, they’ve already bought the ticket and you don’t get a refund. In many ways, the advertising for a movie is the trailer and the poster. The headline and the thumbnail in my mind nowadays are the equivalent of the movie poster and the trailer.

It’s hard if we’re talking about how to make somebody’s product sell better, which is what people are wanting. My product or service, how do I get more people to buy it or how do I increase the quality of my clients or patients or whatever that you’re selling. It’s difficult to get this through that people don’t give a crap about what you sell. They don’t care about your product. They don’t care at all. Let’s take something as benign as dentistry. You can have a brand-new laser teeth whitening system. They don’t care about the brand-new laser teeth whitening system unless it’s framed in a perspective of, “Get your teeth whitened at lunch. Get whiter teeth over lunch.” That’s a good headline.

A dentist’s office doesn’t think that way. Sometimes they think like, “Come by and see our new laser machine that can whiten your teeth quickly.” The laser machine is the mechanism. It’s a unique mechanism that’s something different. People don’t care about the unique mechanism. They care about the benefit that it gives them. That being said, without the unique mechanism, you can’t make a sale. Those two things have to be married together, not necessarily in the same headline. You can literally say, “Pearly white teeth on your lunch break,” or whatever the headline may be. That’s it. It doesn’t talk about a machine. It doesn’t even tell you how. That’s the quality of a good headline is which is the greatest benefit you can get or a lot of headlines are dire.

It’s a cool copy, especially when you’re selling to a cold audience. There are studies that are done on this that are pretty conclusive, especially for my own internal, what I’ve written over the years. Almost always negative outperforms positive. We ran a test for Onnit because of the supplement company. I don’t write very much for other people nowadays, but when my friend, Josh, called me who’s an investor in Onnit and goes, “You want to write for Onnit?” that’s cool because Joe Rogan is a co-owner and I want to be on the Rogan show one of these days. I want to be on the Rogan podcast or whatever reason. I can’t think of a good one. I was like, “I’ll do it.” I wrote the VSL. I got paid my typical money for it. We tested for headlines. I knew which one was going to win before we even tested it, but we tested it with cold traffic. We ran two articles, all the same article, all the same looking headlines and naturally the negative one won, “Four foods that kill your mood,” beats, “Four foods to boost your mood.” This is almost a given in the health industry. It’s almost always a negative headline.

Would you say that’s the same across other industries or is it just health?

No, it’s not the same as other industries. There are exceptions. Here’s what’s interesting. A friend of mine, my ex-wife, she still works in what I call the woo business. She’s into the women’s spirituality, woo-woo stuff. In the woo world, in the world of Encinitas as I say, you would think that that negativity wouldn’t fly at all. I’ve tested this in the spirituality market and it works as well. I don’t know if that’s true in every market, but the markets I write in, it’s usually true. That doesn’t mean that you shouldn’t test the positive. You should always test because you don’t know what the zeitgeists or the public are at. Here lately, it’s been pretty negative.

“Four foods that kill your mood,” is still intriguing. It’s not like, “That sounds so terrible to read.” Let’s take that headline, for example. I’m not going to dive into dissecting copy here. Writing for a supplement that’s going to be a mood boosting supplement so they’re not feeling good to start with. You don’t want to say like, “Three ways to be happy instantly.” You’re like, “Screw happiness. The world sucks. What happiness? I want to be miserable and drink coffee,” or whatever you drink. It’s basic psychology. It depends on the psychology of the buyer. If the buyer is in a happy mood, by default, meaning that they’re naturally going to be happy. For example, if you’re selling a trip to The Bahamas, you might try like, “Get away from the grind,” that’s the negative, “Have the vacation of a lifetime,” that’s positive.

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Mastering Video Sales Letter: While a headline is something that will get you to read the next sentence, the art comes in how you do that without betraying your conscious or lying to your audience and things of that nature.

 

This is one of the things I love about you, Jon, are you have systems for something that everyone else believes is an art form. That isn’t to say that this isn’t an art form because when you learn art, you learn actual good art that has systems and structure. You mentioned you tested four headlines for Onnit, the company that Joe Rogan’s part owner in. You mentioned a positive headline and a negative headline. Is there a set other two? Knowing you, I’m guessing there is.

There were two negatives and two positives. Negatives outperform most.

That being said, you’ve got this structure. I’m good friends with Ryan Deiss and Roland Frasier from DigitalMarketer. They spoke about that nowadays people need often 21 touch points before they make a purchase. This is something that they were talking about at the Traffic & Conversion Summit. My question to you is you talk a lot about running ads to a cold audience. When you write copy, do you require 21 touch points to make a sale or do you say, “I am going to write the best advert in one go and it’s going to crush it?”

This is where the stupid human trick comes in. In fact, I’m coming out with a book on this called The Four-Hour Sales Letter because I write my sales letters in about four hours. That’s not something that most copywriters are going to talk about. Most copywriters do, they usually don’t do that. I’ve basically figured out over the years of doing this how to not only streamline the process, but how to get into a specific character in a flow state that allows me to write almost as fast as I type. An hour or two of that process is done editing. I’m talking about getting through a 6,000 to 7,000-word sales letter in less than a day or VSL or whatever.

That does get people’s skepticism up and rightfully so, but I’ve proven it many times. In fact, I wrote the Onnit letter in four hours. If somebody might say, “I might read one of my letters or something,” I go, “I can tell you wrote it in four hours. It sucks.” I’ve written my best sales letters in a day. I wrote the “The Truth About Abs” in four hours and I wrote The Every Other Day Diet in four hours. I can go down the line of all the stuff I’ve written in roughly four hours, give or take an hour. That does not mean that I have superhuman trick it. I’m a naturally gifted writer in some ways, but I’m not a naturally gifted rapid fire guy.

I applied the same principles that I use in bodybuilding to writing and it sounds ridiculous, but it works. It works for me. I’m not saying it’s going to work for everybody. Imagine how much more productive you could get it if you do that. With that scope and with that mindset, you can’t possibly have the, “I’m going to get 21 touch points,” in my brain rattling around. I’m only concerned with how strong is the unique identity brand that I’m creating or the hook. That’s what I call a UIB as a hook. How strong is my hook? If my hook is super strong, I can write the thing in an hour.

For somebody who’s reading this, what exactly is a hook in your mind or UIB?

The only purpose of a headline is to get somebody to read the sub-headline if there is one. Click To Tweet

We’ll go through a couple of hooks. A P90X has Muscle Confusion, which they stole from Joe Weider. Budweiser beer back in the ‘70s had beechwood aged. Is anyone old enough to remember that? I am, unfortunately. I was barely old enough to remember it, but I did remember, “Beechwood aged for that great taste,” I can’t remember the rest of it but that was drilled into my head since I was three years old because I was watching football. There’s a lot of beer commercials in football. That made them billions of dollars. Every beer is beechwood aged. They just coined a term that was common for most every beer and that’s a unique identity play.

Muscle confusion, it’s a unique position for something that when somebody hears it, somebody hears a hook or I call it a UIB. In CopyPro, it’s called the primary solution, which I like a lot because my number one solution to this problem is something I call blink. If you finished that sentence, the best solution to your problem is something I call or something experts are now calling blink. If you say experts are now calling counting calories, that doesn’t make any sense. I’m using weight loss as an example. If you’re selling a weight loss product and the solution is something I call counting calories, that’s going to be a comedic line. People are going to laugh at that.

If you say the solution is something I call macro nutrients cycling. I said counting calories. It sounds like macro cycling. What is that all about? It’s a different of thinking about it. Macro cycling is I literally talk about macro cycling and my hook for The Every Other Day Diet. You cycle macro nutrients, which are proteins, carbs and fats. You cycle them in and out of meals. Fats have nine calories per gram and the rest have four. You naturally cycle your calories. You’re reducing calories without knowing it per se. The point is that it’s another way of looking at something that makes somebody go, “Maybe that’s why I haven’t succeeded,” or “Maybe that’s why that beer would taste better. It’s beechwood aged, that’s special.” It’s not lying. This is the one I want to get across to you. What I’m saying is not lying. In my example, I’m cycling macronutrients throughout the week. Beer and beechwood aged, they just coined the term. They’re obviously not lying. They created the term as far as I know. You’re not making stuff up. You’re making it sound awesome. That hook is so important because you can say we’re the only beer that is beechwood aged.

Once someone buys it and likes it, they’re like, “I only like beechwood aged beer.”

The only diet that worked for me is macro cycling or whatever or muscle confusion is what caused my body. These are all principles that work. In P90X’s case, they gave it the same name as Joe Weider gave it in the ‘80s. I don’t think they did it on purpose, but it so happened to be. Those are all very important concepts in the copy to come up with a hook.

I was hanging out with some copywriters and this discussion came up about the only four things that human beings ever will buy for. Somebody proposed that there are essentially only four things that somebody would promote them to buy or get them to buy, prompting them to buy. They said people will buy to make money but make more money. They will buy to save money or to prevent a loss of money. They will buy to heal themselves from a problem. They will buy to make their life better like go on a vacation or a big cruise ship or something. Would you agree with those four? Would you say there are any missing?

It’s more basic than that. People buy something to get out of pain is the number one reason anybody buys anything. Whether that’s emotional, spiritual, financial, that’s the primary impetus to all human behavior is to escaping pain. The more conscious human is, the more they gain. The more of adding wellbeing is added to that mixture. Let’s take something that you and I both know a lot about and that’s the dating market. People would buy a dating product or product on improving their relationship because they’re in fear of losing their loved one or never having met their loved one. They want the pleasure of being in that relationship and they want the pleasure of having more sex or whatever it is that they’re buying.

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Mastering Video Sales Letter: If you believe in what you’re selling and you’re not willing to write to the level of the brain that actually responds to selling, you’re consciously being unethical.

 

There’s a mixture there. This psychology basically is a 75/25 split between avoidance of pain and the gain of pleasure, which is I’m not saying anything new here. I’m not exactly cracking the egg here on psychology at that matter. It is what it is and that’s the way we were motivated. You can take those things and break them down into what are the most pain driven points in life. By far and away, look at the three areas of the relationship that causes relationship doom: money, sex, kids. Is there communication? To me, I would say intimacy, communication and trust but I’m operating on a different level there because I don’t like to be on that other level.

When I say different levels, I’m not trying to say, “I am such a freaking jujitsu black belt when it comes to love.” I am staying that those things don’t appeal to me as much as the other things do. For most people, they’re going to want to know if their relationships are going to fall apart because of things like money. If you drill that down, why do you want to make money? Why do you want to save money? You keep drilling down, you’re going to come down to the same freaking answer every time, “I’m afraid. I’m afraid for my future, my family and my kids. I’m afraid I’m going to lose my wife or husband. I’m afraid that I won’t live the life I deserve.”

We are such a fear-ridden creature. Our amygdala controls our existence. If you don’t write to the amygdala, you’re basically spinning fool’s gold. You’re in your brain. You’re not doing your job. In fact, I’m going to say that you’re acting in a way that’s not purposefully unethical but is functionally unethical. If you believe in what you’re selling and you’re not willing to write to the level of the brain that responds to selling, you’re consciously saying, “Crap their stupid psychology. I’m going to be ethical, high, mighty and right like this.” You’re being unethical because you’re not convincing enough people to take action. That’s a barbaric statement for some people to hear it.

I used to struggle to sell my services. I was the voted number one dating coach in the world and I was struggling to make sales. I had a friend of mine sit down with me and he’s like, “Why don’t you have a sell?” I’m like, “I like showing off how good I am and I feel the right people will come to me.” He’s like, “Yeah, but you can’t deny the fact that there are other people making more money than you.” He’s like, “Here’s the thing. Those people, are they as good as you?” I was like, “No.” He goes, “You actively want bad information to be circulated more than your good information.” I was like, “That makes sense.” He’s like, “You better learn to sell.”

I have spoken on stage many times. One time I was keynoting the ClickBank event and there’s probably 500 or 1,000 people or something like that. I don’t want to exaggerate, but I don’t remember. It was a pretty big event. I’ve spoken to T&C and all that stuff. I will challenge a room of over 1,000 people. I’ll say, “I’ll challenge you, anyone that has icky feelings about selling anything,” and I’ve yet to lose this debate. I’ve had the debate that it’s extended into the lobby where people are trying to throw religious things or some lofty spiritual ideals or some ethical principles by me with why selling the way I’m talking about is unethical. There are some great movies that have some powerful lines about that. Broadcast News, a great comedy back in the ‘80s was all about. I had some lines about selling, “We’re all salesmen.”

It was an icky thing that the character said, “Yuck.” If you reframe this in your mind, not for ill-gotten gains, for the pursuit of trying to motivate as many people as possible to live a better life. If you’re not writing from the amygdala, you’re acting a fool. I hope that we evolved beyond that. Let’s say that your product is specifically “conscious,” and what that means for anyone that’s not mired in the woo-woo market is people that are trying to live in accordance with the universe, what the universe wants and higher consciousness for love and peace for everybody. I’m grossly oversimplifying it.

Most of my friends are in that community and I love them to death. I’m not knocking them at all. Let’s say that you’re writing to only that community and you never want to attract anyone else. You may be able to get by with less than what I’m saying. Even then when I talked to them, they are as spiritual as everybody else. I’m not saying talk to them and fear monger, that’s not what I’m saying. I’m saying affirm and validate their fears. Adam and I could talk about this for hours, if you’re in a relationship right now and you’re not affirming and at least validating your partner’s fears, whatever they may be, good luck. Let me know how that goes in a year. It’s not going to last because you need the validation of feeling anything because feelings are not something you control. You feel something because you feel it.

The primary impetus to all human behavior is escaping pain. Click To Tweet

You validated the feelings and then is there a better way of looking at this to where the feeling goes away? That’s what we do in the copy. The fact that you feel terrified alone, miserable, hungry, fat, whatever you’re feeling is completely understandable. I would feel the same thing in your shoes. It’s one of the best things you can say to build rapport with somebody. Unless you say that, who are you talking to? Let’s talk about fitness because it’s easy. If you’re saying, “Don’t you want to feel fit? Don’t you want to have six-pack abs, fit and thin, be healthy for the rest of your life? Isn’t that awesome?” Yes, it is. They’re not in that position right now. They can see it but they can’t remotely feel it. If you don’t talk to them about what they’re feeling right now, you cannot build rapport. You will not sell as many of whatever you’re selling and you will lose out on the chance to totally impact someone’s life. That’s my pitch to learn how to sell right.

Is there a structure that you follow? There’s a hook at the beginning and we want to talk to this pain. We want to deal with the emotion of what the person is feeling. Is there a set structure or do you preform it?

I preform it based on structures, based on things I’ve done over the years. With Sellerator, I created a five-step formula to this very day used for most video sales letters. That’s the definition of structure. It’s a machine.

For people reading, CopyPro is a piece of software that Jon Benson created. I bought it. It’s great. It literally has almost a painting by numbers approach to copy. You fill in the answers to questions and it produces itself.

It does it in a sophisticated way. The knock-offs out there, Funnel Scripts and things of that nature, you fill in blanks and the blanks you’re going to hope are intelligently written in a specific piece of copy. Ours is, we make you think about how you say this and showing the proof of it. When you write it in one place, it’s applicable in 100. The system is smart enough to use words that you write and pull them out of the context of where you have written and put them in other places. It’s taken four years to build and it’s quite sophisticated. That’s why the copy sounds like it’s written by human beings.

It’s an amazing piece of kit. You mentioned a five-part structure earlier. What’s the five-part structure?

The five-step VSL process that I’ve walked people through from VSL. There are multiple components under each one of these five steps. You’re starting off with a pattern interrupt. You’re starting off with getting attention. Without getting attention in a VSL, you’re destined to fail fast without cracking the code of attention. That’s the very first thing we talk about inside the VSL formula is what do you do to gain attention? We have different names for that. For example, I call step one the snap suggestion.

PHP 20 | Mastering Video Sales Letter
Mastering Video Sales Letter: If you don’t talk to people about what they’re feeling, you cannot build rapport. You will not sell as many of whatever you’re selling and you will lose out on the chance to totally impact someone’s life.

 

The reason why is because you were going to drop a suggestion as you snap your fingers and snap somebody’s attention. You’re scratching the CD of a brain to get somebody’s attention. That should be the very first step of any sales letter, whether it be a headline, the first sentence that you write. It should be something that snaps somebody to attention. You can do this in so many different ways. Let’s say it’s a VSL and there’s no headline. The very first line in the Onnit VSL is, “She walked through my door a shattered woman.”

I walked into the middle of a story selling a supplement on mood. It was like, “Where is this going from here?” I don’t know they’re going to use the Hollywood story that I wrote, but we loved it. The point is that that’s a pattern interrupt. You’re not thinking that’s going to happen. I stopped that sentence and people want to know and you’re asking one question right now. Why? The word shattered is so visceral. That’s a snap suggestion. Step two is what I call the vital connection. That’s about building rapport. You build rapport in a way that we talked about.

You build rapport by validating someone’s pain, by seeking to understand in words in a one-way conversation. The best way to do that says, “I have felt that pain myself.” Whatever your customer is feeling, you want to go back to a time where you felt it yourself and tell a short story around that. If you haven’t felt it yourself, find the closest friend, your wife, your husband, your child, a patient, whatever it may be. Tell their story. You must connect. Step three is a big problem. You define what their problem is and you make it bigger. A lot of people right now, let’s say if they think, “I need to lose twenty pounds,” the vast majority of people in an audience, I say, “How many people here want to lose weight? No judgment, raise your hand.”

I’ll say, “Raise your hand and tell me what your number one problem is when it comes to that.” They’ll say things like, “My biggest problem is I love desserts,” or, “My biggest problem is that I got 30 pounds. My doctor wants me to lose it. I got a high school reunion coming up.” That’s the things they’ll say. What I do is I say, you may be thinking to yourself, “My doctors told me I don’t need to lose 30 pounds,” or maybe you’ve got a high school reunion coming up or “Did you know that for every pound of excess fat you carry, you can lose up to six months of your life?” I made that up. It’s like a month. It’s not too far away from it, but that’s an over a meta-analysis. I’ll quote the study.

That’s pretty scary as it is, but do you realize that the patterns that you’re laying down right now, by the way that you’re eating, the way that you’re moving, the way that you’re not moving is being seen by your children, your grandchildren and those that love you. You see where I’m going with this. I made their problem bigger than what they think it is. The reason why is because it is. Anything I say was a lie and I want everyone to hear this, nothing I said was a lie. I didn’t say, “If you don’t eat right, you’re going to die of stage four cancer tomorrow.” That would be a lie. If you don’t change, if you don’t lose the weight you want, here are the problems that can happen. That’s a big problem.

Step four is all about the solution. Your solution is bigger than their problem. That’s the whole primary solution thing. You might have heard that it’s about counting calories or about being on a strict diet or about doing without desserts but the real answer to your problem is something I call blink. We talked about what that is and that brings in the final step, which is what I call the grand offer. That’s what your offer is and why your offer is irresistible. All these are multi-component steps.

I can tell somebody is taking notes, “I’m going to do this. I’m going to write an amazing script. I’m going to film it on my phone.” It’s so easy to do that now with all the teleprompter apps and stuff. You can let write out and film yourself reading it. For somebody that’s like, “I like the idea. I don’t think I’m going to be able to do it,” I would probably recommend that they get CopyPro. If somebody is interested in working with you, Jon, would you agree that’s the best way to go about doing things?

The more conscious a human is, the more they gain and the more wellbeing is added. Click To Tweet

In 2019, I took on two copy jobs. One was to help a friend and the other one was paid. I’m semi-retired from copywriting, not because I’m too old, but because I’m concentrating on CopyPro, which is a full-time gig. There are two ways you can go about doing what we’re talking about. If you want to learn how all the psychology, how to create a VSL, for example or a sales page and you want to learn it. You want to master it. You want to get better at it. Sellerator is still a fantastic course. It’s a course and it’s pseudo-software. It is software, but it’s not anything like Copy Pro. It’s Sellerator.com or go to VideoSalesLetters.com.

That’s a great way to get my voice in your head for sure because there’s like over 100 videos if you want to watch. As much as you want to watch, it is there, you can do it. That generates over $1 billion annually for my customers. That’s been the most successful formula for Video Sales Letters. I did create a video, so I do know a little bit about it. If you don’t want to learn the ins and outs and all of the psychology and all the structures I talked about and all the structures within structures, CopyPro is your best friend. That’s CopyPro.ai. The .ai is for Artificial Intelligence. We’re not in the Netherlands until there’s somebody who thought we were.

That is smart software that has everything. Everything from Facebook ads, emails, sales letters, VSLs has a full webinar in there. Everything you could need as far as to copy for your business. The hook, the UIP for CopyPro is interesting. It’s, “We are not copywritten,” by Jon Benson and here you go. That’s what our competitors are targeting. We have a copy that’s been written by the best copywriters in the world given to us with full consent for people to use it. That includes DigitalMarketer’s entire machine series, Todd Brown’s hard funnel series. I’ll go down the line here of the great copywriters and companies that said, “We love you. You made us a lot of money with VSLs. What can we do to donate to this global machine?” That’s how we got the templates that we have. In other words, we know everything we have not only works, but it also works for the multi-millionaires out there. The machine is taking that and has allowed it to work for any business. That’s what’s cool about CopyPro.

Towards the end of the episode, we always ask people for their psychological hack. Jon Benson, what is a simple psychological hack, somebody can do to make themselves more successful or maybe use some of your knowledge to move forward. What would you recommend?

There are two things, if I can. One is physical and one is psychological when it comes to writing copy. The physical one would be to look at intermittent fasting, something I’ve done for a long time. My second book was called The Every Other Day Diet. That was in 2006. I was way ahead of the curve. If you want your mind, I haven’t eaten, for example and my energy is fine. If you’ve seen me in person, I’m rather muscle-bound. You’re not going to wither away and die. You’re going to stay lean, but you’re also going to stay focused. In case you’re wondering, he’s hyped up on caffeine or something. I don’t do any drugs. I take in literally half a cup of coffee a day. This is a natural high. That’s going to help you right because your mind is going to be super clear. You’re going to be able to recall things faster. That’s one of my tricks to writing so fast by myself.

The second thing to writing, not only quickly but writing well is right in the voice of a character that is the idealized you. I call it the Nietzschean Superman, in other words, not Kal-El even though a big fan. It’s your ideal self. You put yourself in your ideal self. You temporarily give yourself permission to set aside all your neuroses, all your problems, all your weaknesses, all your faults, knowing that they exist. You’re going to set them in a backpack and you’re going to put the backpack down by permission. You have permission to pick it back up when you’re done writing. Pick it back up and be as strapped down by that thing as you want.

For the time that you write, you are your ideal self. You are the walking embodiment of everything that you believe in. You’re writing to one person and you’re writing a love letter to one person. That’s what you’re doing. Whether it’s an email, whether it’s an ad, whether it’s a sales letter, it’s like a love letter. How would you talk to the person that you love the most about this topic from your idealized self? Idealized self doesn’t mean like I am perfect. I’m talking about your idealized self wouldn’t think that. Your idealized self would see the things that you are and not minded and say that’s part of the journey. This is your ideal self-talking. That’s part of the journey. I’ll journey with you. That will allow you to write in a way that is powerful, in a way that that supersedes things that you might think, “That might sound a little bit arrogant or that might sound a little bit harsh,” or whatever and rise above it, but you’re also writing in a character. You’re writing in the character of your ideal self and you’re writing to one person. Those three things put together have enabled me to write superfast and very lucratively.

This is incredibly powerful. Understanding how to write copy and advertising is going to be the impact. It’s going to have the biggest bang for your buck and put money into your pocket. Some good tips on being successful. Jon, I want to thank you so much for coming and joining us on the show. I appreciate you taking the time the time for this.

Thank you, Adam. It’s my pleasure.

Thanks, once again, for tuning in.

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About Jon Benson

PHP 20 | Mastering Video Sales LetterJon is the creator of the Video Sales Letter (VSL) responsible for billions of dollars in sales every year for marketers all over the world. He’s also the creator of Email CopyPro, the only email creation software designed to create and enhance your Inbox Brand while producing more sales and deeper rapport with your readers. He’s one of the most sought-after copywriter and marketing strategists on the planet.

Jon is the CEO of Digital Publisher, Inc., which houses all of Jon’s Internet marketing products, services, and free materials, as well as the CEO of Fitology LLC, which controls Jon’s fitness and diet empire. He is currently authoring a book on his experiences and study of love, sexuality and relationships, Epic Love, still heavily involved in fitness and bodybuilding training, martial arts, authoring poetry, and gigs as a bassist on the side (his former full-time job.) He resides in California and, intermittently, in stunning Vancouver, BC.

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