Th e 20 20 Per su asio n

Play b o o k f o r Co n t en t
M ar k et er s & Co p y w r it er s

A Cop yb log g er live m ast erclass

p resen t ed b y Joan n a W ieb e an d Ry
Sch w art z on M on d ay, M arch 9, 20 20.

1
JOANNA W IEBE is t h e fou n d er of
Cop yh ackers an d creat or of Cop y Sch ool
an d con version cop yw rit in g . Sh e an d h er
ag en cy h ave w rit t en cop y for t h e likes of
M et alab , Sh op ify, Sp rou t Social, Prezi,
Tesco, Bu ffer, Tailw in d an d W ist ia. An d
sh e?s b een in vit ed t o t each con version
cop y on 10 0 + in t ern at ion al st ag es:
Goog le, INBOUND, Bu sin ess of Soft w are,
M ozcon , CTA Con feren ce, Jeff W alker?s
PLF Even t , Con t en t Jam an d
Con version XL Live.
2
RY SCHW ARTZ is t h e creat or of t h e
?coach in g t h e con version ? m et h od . He
h as b een t h e n ot -so-secret h ired g u n
b eh in d d ozen s of 6- an d 7-f ig u re
p rod u ct lau n ch es an d everg reen
fu n n els. He?s w rit t en for an d /or
con su lt ed w it h t op on lin e b u sin esses
like Am y Port erf ield , Tod d Herm an ,
Lon d on Real, Josh Sh ip p , Jasm in e St arr
an d D an M art ell.
 So y o u w an n a p er su ad e
in t h e c h an g in g d ig it al w o r ld
o f 20 20 ...
You h ave less t im e t h an ever an d m ore
fu n n els t o execu t e on , m ore con t en t t o
w rit e, m ore at t em p t s t o con n ect w it h
p eop le. Bu t t h e t ried -an d -t ru e w ays of
con n ect in g aren 't w orkin g like t h ey u sed
t o. In t rod u cin g a n ew p ersu asion
p layb ook f or a d ig it al w orld w it h ou t
recip rocit y, w it h fak e social p roof an d
w it h lit t le t o n o com m it m en t .

Th e elem en t s in t h is p lay b o o k ap p ear ac r o ss

t h ese k ey co n v er sio n asset s. So w h en y o u
o p t im ize t h em o n ce, it k eep s p ay in g o f f .

Pr ic in g /
Lan d in g /
So c ial A d s Sales Em ails Sales Pag es Tr ial-St ar t
Op t -in Pag es
Pag es

3
W h at w o r k s ev er y w h er e:
Th e Op t im ized Of f er
Tim e n eed ed t o execu t e: Use you r op t im ized f ree of f er in :
17 m in u t es Lan d in g Pag es
Faceb ook Ad s
Fu r t h er st u d y & p ract ice (Cop y Sch ool): Use you r op t im ized p aid of f er in :
10x W eb Cop y Sales Em ails
10x Sales Pag es, Track 1 Prod u ct , Pricin g an d Trial-St art Pag es
10x Fu n n els Lon g -Form Sales Pag es
Ret arg et in g Faceb ook Ad s

W h at d oes you r of f er cost ? Price:

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W h at are t h eir p aym en t op t ion s?

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Continued on next pa ge...

Cop ySch ool.co 4 Cop yh ackers.com

Th e Op t im ized Of f er , co n t in u ed ...

W h at 's t h e sh or t -t erm cost t o you r p rosp ect of n ot sayin g yes t od ay ?

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W h at 's t h e lon g -t erm (i.e., 1 year) cost of n ot sayin g yes t od ay ?

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W h at 's t h e sh or t -t erm loss of t im e f or you r p rosp ect (associat ed w it h

n ot sayin g yes t od ay)?
__________________________________________________________________________
__________________________________________________________________________

W h at 's t h e lon g -t erm (i.e., 1 year) loss of t im e f or you r p rosp ect

(associat ed w it h n ot sayin g yes t od ay)?
__________________________________________________________________________
__________________________________________________________________________

COM PETING SOLUTION YOUR PROSPECT THE PRICE / COST OF

M AY BE USING OR CONSID ERING THE SOLUTION

Cop ySch ool.co 5 Cop yh ackers.com

 A KA
YO U R
B IG
I D EA
W h at w o r k s ev er y w h er e:
Th e Un f u lf illed D est in y
Tim e n eed ed t o execu t e: Carr y you r on e u n f u lf illed d est in y across:
4 5 m in u t es Hom e Pag es
Nu rt u rin g an d Sales Em ails
Fu r t h er st u d y & p ract ice (Cop y Sch ool): Lon g -Form Sales Pag es
10x Lan d in g Pag es Lan d in g Pag es
10x Sales Pag es, Track 1 Faceb ook Ad s
Person a-Sp ecif ic Fu n n els

A variat ion on or su b set of t h e Big Id ea p rin cip le in con version

cop yw rit in g is t h e Un fu lf illed D est in y. As an ext rem e execu t or,
you r job is n ot t o sp en d t im e d ream in g u p a b ig id ea... b u t t o
b u ck le d ow n an d p in p oin t t h e Un fu lf illed D est in y t h at cou ld carry
you r p rosp ect t h rou g h an en t ire jou rn ey, fu n n el or cam p aig n .

W HAT D OES M Y PROSPECT HAS S/HE CAN W E HOW CAN W E M AKE IT

BELIEVES S/HE IS ENTITLED TO? RECEIVED IT PROM ISE UNIQUE TO US?
YET? IT?

Cop ySch ool.co 6 Cop yh ackers.com

W h at w o r k s ev er y w h er e:
M o m en t o f Hig h est Ten sio n
Tim e n eed ed t o execu t e:
10 -30 m in u t es
Fu r t h er st u d y & p ract ice (Cop y Sch ool):
10x Lau n ch es
10x Sales Pag es, Track 2
Use d ist in ct m om en t s of h ig h est t en sion in :
Sales Em ails
Prod u ct , Pricin g an d Trial-St art Pag es
Lon g -Form Sales Pag es
Lan d in g Pag es
Bot t om -of-Fu n n el Faceb ook Ad s

W rit e you r ow n M oHT:

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___________________________________________________________________________
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Use it : Fo r y o u r M o HT:

Are you m akin g t h e m ist ake of t ryin g t o t ap - Access a kn ow n m om en t

in t o su rface-level p rob lem s? In st ead , t ap in t o
t h eir real m ot ivat ion s b y u n coverin g t h e
sp ecif ic m om en t in t im e w h ere t h e ?flare u p ?
of t h eir p rob lem is m ost p resen t . Id en t ify an d
reflect b ack t h e act u al m om en t of h ig h est
t en sion .
- Avoid m an u fact u rin g p ain s
- Tell t h e t ru t h (an d on ly t h e t ru t h )
- Use visu al sp ecif icit y
- Are "d em og rap h ic sp ecif ic"
- Pass t h e Nick Cag e t est

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B eco m e a m ar k et in g
u n ico r n b y ex ec u t in g t o
t h e ab so lu t e ex t r em e
W e ca ll the m a rketing unicorn the M ost Profita ble Person in the Room .
This is the digita l m a rketer, founder, designer or copyw riter tha t ha s
lea rned to m a ster copyw riting a t the m ost critica l junctures on your
website, a cross the funnel a nd throughout your ca m pa igns.

Yo u d o n 't n eed t o m ast er ev er y t h in g

Across you r m arket in g fu n n els an d cam p aig n s, you 've g ot
elem en t s t h at sh ow u p ag ain an d ag ain . If you can op t im ize t h ose
elem en t s, you d on 't n eed t o learn t o w rit e every sin g le elem en t in
every fu n n el. Not im m ed iat ely, at least .
In ou r n ew Xt rem e Xecu t ion series, w e'll sh ow you t h e 5 asset s t o
op t im ize an d h ow t o d o it w ell. (You 've ju st seen 3 of 'em !)
In Cop y Sch ool (reop en in g soon ), w e'll exp an d on everyt h in g you 'll
learn h ere. An d w e'll ad d in t on s of sh ow -m e-h ow -t o-w rit e-X-in -
t h e-m om en t real-w orld cop y t ech n iq u es.

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 W at ch for you r in vit at ion t o com p let e
you r p layb ook w it h 2 m ore t ech n iq u es.
St art in g M arch 11, 20 20.