Move People to Buy With the Right Words

Lesson 2

Your prospects are uncertain. They have fears, inhibitions, struggles, and unknowns. They’re wondering and worrying about many things.

It’s your job to first uncover their fears and worries, and then bridge the gap.

How do you bridge the gap?

Writing bridges the gap.

Writing is how you tell stories.

  • It can take people on a journey.
  • It can help people relate.
  • It can reassure people.
  • It can solve problems.

You use writing as a tool to guide people on the buyer’s journey.


The Buyer’s Journey

Everyone is at a different place along the buyer’s journey. Some people have received a lot of value from you in the past and are considering purchasing from you. They know your track record and you’ve built up trust with them.

Others aren’t quite there yet.

There are different stages along the buyer’s journey with different challenges at each stage.

Think of each stage as a platform. In between each platform is a gap. To make it from one platform to the next, someone has to take a leap.

Leaps are scary and most people won’t take leaps.

Think of writing like a bridge between platforms. Writing bridges the gap from one stage to the next.

If you aren’t bridging the gaps between each stage of the buyer’s journey, you’re going to have people falling through the cracks.

Along the way, you need to provide value and reassure people with your writing.

What is the buyer’s journey? What does providing value look like?

Listen to this 90-second clip:

Make People Feel Understood

If you can make people feel like you’re reading their minds, that is when you will have their peak attention.

They’ll be thinking, “Yes! Someone gets it! Someone understands me!”

How can you do that?


Effective copy checks all three of the following boxes every time:

  1. ✅ The right words.
  2. ✅ The right person.
  3. ✅ The right time.

You need all three.

You have to say the right thing to make a sale. You also have to say the right thing at the right time. If you say the right thing at the wrong time, it’s just the wrong thing!

Finally, you have to say it to the right people.

If you say the right thing at the right time to the wrong person, it’s just the wrong thing!

If you don’t hit all three, you won’t make sales. It’s as simple as that.

How Do You Craft the Perfect, Timely Message for the Right Person?

Let’s start with the person.

Chances are, your focus is too broad. You’re trying to reach everyone.

If you try to reach everyone, you’ll resonate with no one.

Get specific.

Who is someone you can guarantee a win for? Go as specific as you need to until you know you can be the best person to help them.

Now, figure out where this person is in their journey:

  • Does this person already know you?
    • No:
      • YOUR HOMEWORK: Write posts or video scripts sharing more about your story.
    • Yes:
      • Continue to next section…
  • Does this person trust you?
    • No:
      • YOUR HOMEWORK: Write case studies or stories that showcase your past expertise to build credibility.
    • Yes:
      • Continue to next section…
  • Does this person know about your product?
    • No:
      • YOUR HOMEWORK: Write helpful content on the topic and include a call-to-action link that leads to a page with more information about your paid product.
    • Yes:
      • Continue to next section…
  • Does this person know how your product can make their lives better?
    • No:
      • YOUR HOMEWORK: Write posts/emails/etc sharing testimonials and focusing on the benefits of your product—not the features.

Use the above flowchart to figure out where you need to write more.

These are just a few ideas to help you identify the holes in your content strategy.

You probably can identify one or two areas above that you’re strong in—areas where you have a lot of content already—but the rest are probably areas you’ve neglected.

Start identifying the points in the buyer’s journey where your content game is weak. Those are areas where you have people waiting to get to the next stage. They’re not going to take a leap. You have to bridge that gap with writing.

Don’t Hope for Sales – Write for Them

You don’t ever want to be hoping for sales. There shouldn’t be any guesswork. This took me years to figure out.

You want to be generating sales intentionally. Every single thing you write must serve a purpose.

It took me years to understand exactly what to write and that everything I did needed to move the needle.


(Fun fact: I found out not everyone is familiar with the expression “moving the needle.” It’s referring to the needle of a measurement instrument; moving the needle means to make a significant change.)

This will make your English teacher cry:

Writing for the internet sometimes means structuring things in a way that breaks rules you were taught in school.

It’s not that you shouldn’t respect proper writing. It’s that sometimes you have to bend the rules of writing to sell in the online realm where people have short attention spans.

  • You were taught to write academic papers.
  • You were not taught to sell.

Read that again.

Do you want to be proper, or do you want to make money?

Everything Changed When I Learned to Write Effective Sales Copy

Writing accelerated—no, let me take that back—writing SUPERCHARGED my business.

Everything began to change when I started writing to sell.

Writing was the high-voltage electric shock my business needed—like the defibrillating jolt administered by doctor to patient in a cardiac arrest.

It was alive.

Once I saw what writing could do, I decided to write more and more. What started as 1,000 words a day turned into a million words per year.

I now write well over a million words per year.

Once you understand the connection between writing and revenue, it changes everything for you.

Do you know what it’s like to wake up in the morning and see you made two course sales or consultation requests? I can’t even describe the feeling.

This changed everything for me. Once I saw that I could write something and produce it once and continue to make sales, it radically altered my thinking.

  • It changed the way I woke up in the morning.
  • It changed what I worked on.
  • It changed the way I valued my time.

It changed the way I saw life!

Everything You Write Should Serve a Purpose

No, I’m not talking about your personal journal. You can write about whatever you want in your spare time.

But if you want to make money, if you want to make sales, if you want to convert prospects into buyers, everything you write needs to serve a purpose.

If you’re just checking the box of “I wrote my blog post today” or “I sent a newsletter” or you’ve found yourself up until the late hours of the night throwing something together because it’s due to publish the next morning, you’ve already lost.

There’s nothing purposeful about that. You cannot be surprised that you’re not making sales.

You need a plan. There are two types of things you need to write.

You need both.

Most people don’t think about either of these two things. Even those who do often mix them up.

Not knowing the difference will completely destroy your sales.

What are the two types?


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