how to write million dollar copy w/ legos (2-5x Conversions)

Yo, what's going on? My name is Luke Iha and in this video I'm going to explain how you can use Legos to write multi million dollar copies so you can double all the way up to quintuple conversions if you don't know who I am. My name is Luke Eha. I am a copywriter who sold over nine figures worth of products with my copy. I've beaten many multimillion dollar controls and I've consistently earned multiple six figures writing copy for the past several years. I also work with California Labs and Copy Accelerator, two of my past companies and my current company, which is called Copy Coders, where we basically help train beginner level freelancers and marketers and then also help businesses, 7, 8, 9 figure businesses to write better words, do better marketing, et cetera. So if there's one thing that I know how to do, it's how to write words that sell. And I would couple that by saying I also know how to teach how to write words that sell because it's something I've been doing for a long time. And I'll show you exactly what I mean in a second. So this video is all about writing multimillion dollar worlds using Lego blocks. And what this is going to allow you to do is it's essentially a mental model that's going to allow you to see, literally see copy differently. So when you look at a headline on a page or two different headlines, you can instantly tell how to make one better, what's not working in another one. And you'll be able to just to see the patterns way more clearly. Right. And this is really what separates an A list copywriter, someone who's really, really good and gets paid well from somebody who is not good or mediocre. They're literally looking at two different things. And this is something that I had to go through this experience when I first started copy, everything would look the same to me. But over time, once I started to develop these mental models I'm going to share with you, I was able to see kind of into the matrix and say, okay, this is how to make this copy better. Here's how to make this copy stronger, here's what's not working in it. Now when I give feedback, instantly I'm able to look at that copy and do the same thing. And that's the skill and the gift that I want to impart into you in this video. Okay? So please watch it because it's going to be very foundational and fundamental. It's going to start so simple, maybe so simple even, that you roll your eyes like I've heard this before. But it's quickly going to advance as you move through it. And if you don't have the fundamentals right, you're not going to be able to get the value out of the last part. Because at the end of the video, I'm going to show you how you can use this mental model to write better copy, to tell if copy is good or not, literally. I'll give you an equation and a bunch of other things. We'll get to it in a second. So, like I said, it's going to be deceptively simple, but I promise that it's important. All right, so we're going to talk about the five simple copy blocks, which are these Legos that I talked about. And then, like I said, an easy three part equation that will literally tell you if a piece of copy is good or not. Now, the first place I want to start is with three simple quotes, okay? So bear with me here, because these quotes are going to pretty much hide the secret of what these copy blocks and what these copy elements are. And I've strategically chosen these three quotes from copywriters who I respect and who really understand the craft well. So the first one is my first mentor, Stefan Georgi, the $1 billion copywriter. And he said the secret to direct response copy is to call up their existing pain points, promise a solution to their existing problems, and distinguish that the solution is different from anything else they've ever tried. And I pulled this quote directly from a mentorship that he did that I worked with him on. And I felt like it was a nice distillation of sort of his philosophy and view. And I worked with him for many, many years, so I know exactly how he operates. Okay, here's a similar quote from Alvaldo Albuquerque, who wrote a great copywriting book called the sixteen Word Sales Letter. It says this new opportunity is the key to their desire, and it's attainable only through my new mechanism. That's a portion of what he talks about, but it's very important, so meditate on these. These quotes. The last one is for my current business partner, Mario Castelli, one of the best copywriters that I personally know. Very, very outside of the public eye, but just brilliant when it comes to writing words. He says direct response is about promising to solve problems your prospects urgently want solved and proving that you can actually deliver on that promise. Okay, so really simple quotes, like I said, but they're hinting at these five copy Blocks. Let's talk about what these five copy blocks are. So these are the five copy blocks, whether you're doing a headline, a sales letter, an email, whatever these are, here's what they are. So one is promises, two is pain points, three is proof, four is constraints, and then five is curiosity and mechanism, which you can basically call it. These are the three P's and the two C's. Okay? So here are these five copy blocks that every piece of copy needs. Whether you're writing a headline, a sales letter, an email, an ad, whatever it is, they're all going to contain these five blocks. So these five blocks are promises, pain points, proof, constraints, and then curiosity, which I've sort of nicknamed the mechanism. You'll see why in a second. And together these are basically the three Ps and the two Cs. And I'm going to define what each of these are in a minute. And I really encourage you to watch each single one of these because even though these words and concepts may be familiar, especially if you're writing copy like I understand what pain points are, I understand what promises are, I promise that the way I'm going to distinguish them is going to be a little bit different than what you've heard in the past. So you need to make sure you understand these fundamentals so you can use these tools properly. The other one is I want you to really watch the curiosity one. If you watch nothing else from this video and you should watch the whole thing, make sure you watch the curiosity one that comes up a little bit later because it is by far the one that people miss the most. And it's like probably the most important, so most important and the one that people miss the most. So make sure that you watch that one. All right, so let's start with pain. Pain is pretty self explanatory in a direct response context. This is the problem that people have. It's the hard stuff, it's the stuff that keeps people up at night. And you know, one thing is important is not all pain is created equally. In fact, one thing that we've done is we've actually broken down pain into 10 different dimensions, okay? Things like causal clarity, intensity, whether it's physiological or psychological, et cetera. So all pain is not the same. There's ways to break it down to give you a clear understanding. We'll cover that in a later video. For now, I just want to stick to a very basic definition, which is pain is the current state that our prospect is in and that they want to get out of okay, so if you're looking at different markets and by the way, one thing that I really want to impress is if you're watching any sort of videos on copywriting, especially skill building stuff, I think there's a lot of great content online around how to get clients and how to sell yourself. And I think a lot of that is actually really good. I think it's way less helpful when you're talking about actual skill building. Well, let's just leave it at this. If you're watching a video around skill building and the person is not using crystal clear examples, it means that they actually don't understand the concept and can't write copy. Well, there's a saying that I use when editing copy, which is you need to edit copy or chief copy in copy language. What does that mean? It means I don't just say, hey, make this punch here, make this headline better. If I'm giving feedback, I need to give an example of what that means so that it's clear. Otherwise, what I'm saying is sort of abstract and it's not thought through. Okay, so the same thing is true for when you're learning. If the person you're learning from cannot give clear examples throughout the video, then be very cautious. Otherwise you're just listening to platitudes and abstract ideas. You're not actually going to sharpen your skill set. So as I made sure to include a ton of ton of examples in here, they're not perfect examples, but they're great examples and it's going to help you retain the information a lot better. Okay, so moving on. So for weight loss, this could be stubborn fat, feeling self conscious, men's dating, lack of confidence, skincare and increasing wrinkles and feeling older. Okay, very simple. Let's move on to the next one. Next one is the promise. The promise is what people want. It's what they desire, it's what they're craving, it's what they're after. Just like when it comes to pain points, your promise has different dimensions as well, right? We can talk about features and benefits, dimensionalized benefits, emotional benefits, outcomes, all kinds of different things. When it comes to what makes up a promise comp. Okay, so here are some examples of what I mean. Like a feature could be proven strategies to attract high paying clients. This is something that if you were selling a copywriting program, maybe you'd want that. Then you could look at benefits, right? Benefits like landing copywriter copywriting clients on autopilot or dimensionalized benefits like sipping Mai Tais at the beach while working two hours on your laptop, you're painting a visual image or emotional benefits like enjoy the freedom of working only two hours a day. Okay, you're talking about the emotion of freedom, which is very attractive to many copywriters. Or you could talk about a specific outcome, something that's very tangible and real, that sticks in their mind. Like making $10,000 a month with copywriting. Okay, so we see that promises have different dimensions. But again, let's stick to something very basic. I want you to just use common sense and intuition here and say promises is what people want. So in weight loss, that's a slim tone. Physique, pet probiotic, it's fixing dog's gut, health, etcetera, etcetera. Next one is proof. So people need a reason for why they should believe you. And this means that they basically need. Okay, so there are type tons of different types of proof. And we'll do different videos. You can let me know in the comments below as I'm talking about videos you want to see. Just let me know which ones you want and I will make those ones next. So when we're talking about proof, there's tons of different kinds. Here's eight that are pretty tried and true. Things like credibility, like scientific institutions, whatever. Social proof is tons of people talking about your product. Testimonial, similar, but your really, you know, taking one specific testimonial. Then you could have studies, endorsements from celebrities or influencers, case studies, before and afters, demonstrations, et cetera. So there's tons of different types of proof. But in general, the proof that we're talking about here is just a reason why people should believe you. Okay, so we cover the three Ps Pain, Promise and proof. These are the fundamental building blocks. Make sure you understand them and understand that they're fundamental because we're going to build on them in just a second. So let's talk about the two C's. Constraints and curiosity. These ones are a little less well known or if they're talked about, they're sort of not talked about clearly. So I want to break them down so it's crystal clear and you never forget them. All right, so constraints, what are, what are constraints? So constraints is anything that stops somebody from buying. You might hear them as like objections. Some people call them limitations, some people call them whatever else you want. In this video, we're going to call them constraints. These are what constrain and hold back your buyer from wanting to buy things. Okay, Typically these are the objections and conversations they have with Themselves consciously and or subconsciously, that stops them from making a buying decision. For example, and I actually want you to do this. If you're an aspiring copywriter. Observe your reaction when I tell you, hey, I'm going to show you how to make 10k a month as a copywriter. One more time. Let's do that. Observe your reaction in your body when I say, hey, I'm going to show you how to make $10,000 a month as a copywriter. So what you may feel subtly or even subconsciously is a bunch of different things. You might feel, for instance, subconsciously, like I said, or consciously, but I'm not a good writer or cold outreach doesn't work. So how am I going to make 10k a month if cold outreach doesn't work? Or I don't think I can make 10k because I'm not extroverted enough to get clients, or I don't want to have to sell scammy products, or I just don't have time outside my job right now. And what all of these conversations, these limiting conversations are, are constraints. And you'll see here in this video, there are multiple types of constraints that hold people back. Identity constraints, right, which is basically what you feel about yourself. Experience constraints, which is what you've experienced in the past. Belief constraints, which is your model and perspective on the world. Value constraints, which is basically like I have, I have certain values, I don't want to compromise those. And resource constraints, which is probably the biggest one. Things like time, money, and energy. Okay, Whenever you're trying to sell something, you could have all the right pain points, all the right promises, all the right proof. But if you're not talking to and addressing those limiting conversations that your prospect has in their mind, even without them knowing it, you'll never get the sale. So these are really often overlooked even. I even make this mistake often, right, where I'm just going full speed ahead. I want to sell my thing. I think I have this great idea, but I'm not paying attention to what's really holding them back. So it's kind of boring in the sense that some of this stuff feels obvious, but it's so important to make sure you're addressing these. So you need this mental model in your head, okay? And like I said, in later videos, we can break down the types of constraints and what each one is. But in this video, I just want you to know that constraints are what stop people from buying. And here's a little pro tip. The two biggest constraints that hold everybody back, I Mean not just in a sales letter, but literally in life is time and money two biggest conversations people have in their mind. So always make sure that you address these. And then one other rule of thumb is that people with money typically don't have time and people with time don't have money. So if you're selling to an audience that maybe has like less buying power, then you want to really make sure to talk about the money component because that's going to be foremost in their mind. If you're talking to an audience that has money, the time component is going to be really, really big. Okay, so it's a nice little trade off there and something that will probably dive in deeper later on. All right, so let's talk about curiosity. I talked about this a little bit already, but if you get nothing else from this video, you need to understand how important curiosity is. So back when I was mentoring with Stephan Georgi, I believe that he's one of the best when it comes to creating curiosity. And this is something he really impressed upon me and really taught me a lot is how important curiosity is. And I look at tons of people, like even copywriters who are making like a lot of money, I, I look at their copy a lot of times and it's just lacking this curiosity because they don't understand how fundamental this is and really what this, this copy blocker, copy element is. So let's break it down. Okay? So the essence of curiosity, especially when we're talking about a direct response context, it always goes back to their primary pain point and then the primary promise that we're trying to make. Okay, so you can be curious, like I said here, about a TikTok trend or a puzzle or any other kind of like trivial stuff. But when you're talking about curiosity in a direct response context, we want to make sure that people feel curious around the pain point and the promise. So in other words, the curiosity that we're trying to generate is a gap between where somebody is and where they want to be. And so the curiosity is basically teasing and saying, hey, I have a new solution that's going to appeal to you to solve this gap between where you're at pain point and where you're trying to go the promise. That's the kind of curiosity that we really, really want to generate. Right? Not just, oh, I'm curious because I'm, you know, yeah, looking at some TikTok trend or something like that that's great for like, really short term attention, but we want motivated attention that's going to lead to somebody opening up their wallet and actually paying for something. Okay, so this is the kind of curiosity that we're looking for. If you look at those quotes that I mentioned earlier, you can sort of see where the novelty lies, right? So distinguishing the solution is different from anything else they tried only through menu mechanism, et cetera. So these quotes have embedded that curiosity within them. What this shows me is that when we talk about direct response, we talk about copy blocks. Curiosity typically has to do with the mechanism, the vehicle, or the new solution you're presenting. If you don't know what those terms mean, there's something that we'll cover a little bit later. But the essence is the mechanism is how I'm solving my problem, right? The thing that's going to get me to my. My solution, it's not necessarily the product, it's how your product works. That's all it is. So how am I going to solve this problem? So some examples for in weight loss is the Ozempic Killer. In copywriting, it could be the Invisible Outreach method. And Men's Dating, it could be the High Achievers Paradox, Pet Probiotic Dinnertime Trick, Skincare could be the Ageless Glow Activator. These are examples of mechanisms or curiosity copy blocks that you could use in your copy. Okay? And like I said, no, you don't need quotes and funny names to write good curiosity stuff. But when you're talking about mechanisms and vehicles, like I mentioned, it is pretty important and something that a lot of people do. Okay? And note, you don't need all of these sort of like funny names like Ozempic Killer and High Achiever's Paradox in order to write really good curiosity copy blocks. But when you're talking about mechanisms or the vehicle, like we mentioned, these are pretty important and something a lot of people do. So that's the example that I have for you here. All right, so let's back up and look at everything we've covered so far. So we have five blocks together, which is promise, proof, pain, constraints, and curiosity. And what you need is you need all of these blocks working together at every level of your copy if you want your copy to convert. Okay. And make sure that you really understand what we're talking about, because in a minute, I'm going to show you three ways that you can use these copy blocks literally Right. Right now, by the end of this video, to make copy better, write copy better, and be able to see is something good or not. Okay, before we jump into that, I want to really give you one last Metaphor to help land this concept for you. All right, so imagine on one side you have pain plateau, okay? Like basically you have a big canyon. On one side is pain plateau, on the other side is the promised land, right? And your prospects are standing over here on pain plateau and they want to go to the promised land. Well, it's pretty clear pain plateau is where they're at. That's the pain point. The place that they're stuck in. The promised land is everything that they want, where they're trying to go, all the emotions and the feelings and the things that they're trying to get to. Now, the bridge that connects them the two is what you're trying to sell. This is what you came up with, your solution. So this is the curiosity mechanism, okay? This is the vehicle, the way that your prospect is going to go from pain plateau all the way to the promised land, okay? Now the constraints, you can imagine the constraints like a huge ass backpack that your prospect is carrying that's going to stop them from going, hey, over here from I'm paying plateau to the promised land. So in order to get them to actually buy into your solution, you need to remove those backpacks from them so they can cross the thing. And the last thing is that you need to have trust that the solution is going to work, okay? So you need to have proof and reassurance that, hey, this solution is actually going to take you there. Those are all of the elements wrapped up into one little metaphor to help you sort of remember. What are these foundational building blocks within my copy? Okay, you can almost start to think of these as a checklist, right? So do I have the right pain points, the promises, everything else? Make sure you have that mental model because everything we're going to do from now on is going to build directly on top of that. Okay? So like I promised, there are three simple things I'm going to show you how you, you can do using these copy blocks. Now that you know the fundamentals. So the first one is we're going to look at how to fix a headline. Okay? So literally, like the same exact process I use when I'm looking at a headline and I'm like, oh, I know I can make that better. Let's make that better. I'll show you how to do that. I'll show you how to fix copy that doesn't convert, right? So if you look at a piece of copy, you know it's not converting. I'll show you the systematic way to start to turn that from copy that doesn't convert into copy, that is going to convert. And the last one is I'm going to show you how to make any piece of copy better, literally with a simple glance and one three part equation. Okay? This is everything that I use on a weekly basis when I'm giving copy feedback. Okay, so let's talk about fixing a poor converting headline. This is something that I do all the time, right. And that you can use the same process to write a headline. But I use this process when I'm looking at a client's piece of copy or one of my students copy. And I want to make the copy better by far. Like the same move I do over and over and over again. If everyone just understood this, I really wouldn't have have a job anymore as a copy coach because the problem would be solved. If you want to make headlines better, nine times out of ten you just need to add in one of the missing copy blocks that we talked about. That's like probably the simplest move you can do over and over and over again. So let me show you because most headlines that most copy is missing one of these different blocks, okay. And if you don't know what they are and you don't have the mental model, you won't be able to tell which ones are missing. So let's look at this headline here. How to go from a struggling freelancer to landing high paying clients and making 10k per month. Okay, so let's look at this. Here we have struggling freelancer, which is, let's say our pain point. And we have this landing high paying clients and making 10k per month. So what this copywriter did good is they have the pain points and they have the promise and they got accurate, right? So struggling freelancer, that does talk to a lot of copywriters, landing high paying clients are making 10k per month. That is a promise that a lot of people are going to be attracted to and that's gonna resonate with them. So we nailed this part. But what do we know that's missing? Well, we're missing our three Cs. Where's the curiosity in here, right? Where's the hint that you have a new solution or mechanism that's gonna help me solve this problem? Where's the credibility? Like who's speaking to me and why should I trust that they have the answer and more importantly, these constraints, right? Because like I said, when you say and make this promise, I'll make you 10k per month. Instantly you're dialoguing with all the conversation and junk that's already in their head like, oh, I'm not a good copywriter or I'm not a good writer or I'm not extroverted enough. I don't know how to sell myself. I already tried. Call outreach. This is another scam. I don't want to have to do scammy things. Blah, blah, blah, blah, blah. You're not identifying any of those constraints, so you're missing out on all this precious real estate. These are the things that actually move the needle forward. Okay, so let's start by adding one single block which we're going to call the constraints. Okay, so let's just take this top of me here and let's make this guy yellow here. Okay, so we're. Now we remove the constraints. So now we have three copy blocks where we only had two. And this is already better. How to go from a struggling freelancer to landing high paying clients and making 10k per month without cold outreach, upwork, or job boards. Okay, let's go one step further and let's add the curiosity block. Okay, so again, the curiosity.