The Sales Letter So Hypnotic It Should Be Illegal

One of the fastest ways to get better at copywriting fast is to watch people break down sales letters. Either ones that they wrote or someone they know wrote, or even someone they didn't know wrote. As long as they're analyzing it correctly, once you start to see this and you go through it enough times, you will start to get the patterns, hear the rhythm of the copy, and understand the main details and the thought process behind it. So, hands down, this is probably the number one thing that I did as I was in my copywriting journey to get better. And that's going to do for you today. In this video, I'm going to break down a sales letter that gave many, many millions of dollars. But regardless of how much it actually did, the reason I want to break this down is because it is some of the most hypnotic copy that I'd ever read. I still remember my experience reading this copy for the very first time. It was a vsl and I was like, damn, like, this stuff is so good. There's something in here that's really, really, really, really powerful. Now, at the time, I did not know this, but my now business partner is actually the one who wrote this copy for somebody else. I remember I told him at the time I was telling him about the sales letter. I was like, so and so, you know, who's the voice of this, of this offer? I was like, they're actually a really good copywriter. And he laughed. He's like, oh, I actually wrote the sales letter. And so I'm honored. It's one of the things that he's done that I think is really, really good. And so we're just going to break it down today and as much detail as possible. And you're also going to get a chance to see my copy chief the way I think about copy on different levels, which will be insanely valuable for you as well. Okay, so let's jump right in. Okay, so this is an offer for something that was called a thousand buyers a day. It was basically an offer about how to build offers that are going to get a thousand buyers a day. Now, this offer comes from Justin Goff, who was the previous owner along with Stefan, Georgi, blah, blah, blah. You don't need to know all that history and lore. Just know that he did. He created this offer. It was a pretty cool offer. And so the overall marketing offer, positioning, that kind of stuff behind the scenes is pretty good. But I want to look specifically at the copy through this and go through some of the elements that I think make this really, really really, really good. And if you want to get a copy of this sales letter, all you gotta do is click the link below. You can hop on my email list, and then you'll get sent, like, a bunch of different resources from these videos, a bunch of different AI bots and tools and all kinds of other things that's going to help you. Before we jump into this sales letter, I want to read an email that I actually wrote today. Here's another reason to hop on the email list. I write emails, you know, a few times a week, and they're usually packed with a lot of different thoughts, a lot of different fun stuff in here. I want to share this because this is going to help you understand the way that I'm breaking down this vsl. Okay? So first thing I talk about is the fact that copychiefing is hard. And the reason it's hard is because copy is not just the words themselves. Okay? Like many people overemphasize how important the words are. I love this quote from Brian Kurtz, who, you know, did Boardroom, which was huge company. He worked with some of the best copywriters in the world, yada, yada. One thing that he says is that copy is the least important thing until it's the most important thing. And what he means by that is that the words are the least important thing until they're the most important thing. And what that means is basically your strategy, your positioning, your offer, your big idea. All of the thinking that goes, like the brand, all of the distribution, the traffic, all of that stuff is way higher leverage than the actual words that are on the page. Okay? So there's so much that exists before we even get down to the words. Now, once all of that stuff is fine, then the words are the most important thing, because specific words in specific order can have a huge, huge effect on the ultimate outcome, right? A huge effect on conversion rates, things like that. So the words are really, really important, but they don't matter if you don't get the other stuff correct as well. So when I'm looking at copy, or when I'm copy chiefing, even when I'm going to look at the sales letter, you're going to. You want to start looking at like, hey, is your strategy right? Is your offer right? Is your positioning right? And then move down the list from there. In fact, these are kind of the seven key things I do when I look at copy, I look at a lot of copy. Inside of Genesis, inside our groups that we work with, I've reviewed literally thousands of hours worth of copy. The first thing you look at is like these big, chunky decisions. It's what I call them. So positioning, big idea, mechanism, story, make sure that stuff is locked in. Of course, I'm ignoring the strategy and offer page or offer stuff. This is just when I'm looking at the copy itself. The next thing I look at is like, what are the core beats? So this is stuff like headlines, openings, leads, mechanism, close. So believe it or not, there's only a few parts in the copy that are like big needle movers, meaning if you change those, they could have a really big significant impact on ultimate conversions. Right. So headline, opening, lead. There's the famous David Ogilvy quote about. I think when you've written your headline, you've already spent like 80% of your marketing dollar. Basically, headlines are the most important because it's the highest traffic, right. It's the thing that most people see. If you think of a funnel, right, it's big at top and it's small on the bottom. So most people are going to see your headline and that's all they're going to see. So changing words on the headline has the ultimate, the strongest effects when you go down the funnel. Okay. Same thing with your opening your lead. The first words that you say to people, then you're offering your close is very important as well. And of course, your mechanism or the insight or the innovation that you're trying to communicate to make what you're saying sound new. Okay. The next thing you want to look at is the overall structure. You could have all of the right elements and all the right decision. If it's in the wrong order, people are not going to consume the message and they're not going to be ultimately convinced. Then there's things that I call the 10 selling keys, which are really, really, really important. The reason that they're important is because so many people don't use them. And it's not because they don't understand what these things are. In fact, I'll show you a quick list of what those are in a second. And this is relevant for breaking down the sales letter. What you're going to see is that a lot of these are stuff that people already know. They just don't use them. Okay, so whenever I find something that is effective that people should use, but they don't use, that's a pretty good ROI thing to look at. Then we talk about copyblocks. There's a video on this page. Many of you are familiar with copyblocks. Then there's the actual words. Okay. The reading level, the transition, and then we look for things like ejection triggers, which is just anything bad that's gonna take people out of the copy. Okay, this right here, if you wanna screenshot this, this is some of the selling keys. I have a video on this channel around paradoxical questions, which is one of these trigger ones. And I'll make a whole series that will break these down as well. And of course, if you hop on my email list, you'll see some emails around some of these topics as well. Now the reason I'm bringing those up is because I'm gonna read through a lot of this copy. But really what I'm going to do is I'm going to look at the big like juicy points, right? I'm going to look at what is the mechanism, what is the positioning, what's the big idea behind it. I'm going to be looking at the structure of it, I'm going to be looking at some of Those selling keys, etc. Etc. Okay. And that's what I do when I review copy. Right. And when you understand how to look at copy in these elements and big structures, it actually makes reviewing it a lot easier. Okay. It is good to read through a lot of the words. But again, the highest leverage stuff to pay attention to are those big levers that I talked about earlier. Okay, so. And I'm gonna show you a couple tools that you can do to use this. So first let's just start reading this. Hey, it's Justin Goff. Today I wanna give you my brand new course called A Thousand Buyers a Day. Absolutely free. Originally I planned on charging $2,000 for this course and it'd be worth every penny at that price. Cause it's a full on blueprint for creating an offer that can bring in a thousand buyers a day. But today I'm offering you that course for free. Why am I doing that? I'll tell you the exact reason in a second. It's kind of strange, but. But first I want to show you what can happen when your offer is bringing in a thousand buyers a day. Okay, so this opening very, very strong. We're talking to a slightly more sophisticated audience, so it's good to be pretty direct. And then of course the strategy behind this is this is a freemium, meaning I'll give you this amazing free course when you sign up to some sort of subscription that I think Justin had at the time, which is a nice model like Agora did, that so many publications and newsletters have Done this model. So the model and the strategy works pretty well. And. And people love free stuff, okay? And what's cool is you just sell people on the value of this thousand buyers a day. You get them so hyped up, and then when they go to ultimately buy whatever the subscription or whatever the monthly fee is, it just seems like they just want this freemium so, so bad that they'll do anything to get it. One other thing, too. I'm probably going to call this video the most hypnotic sales letter I've ever seen, because I use this one all the time. Just look at how many times a thousand buyers a day is repeated in this sales letter. That's 67 words. This thing is total, you know, 7,000, almost 8,000 words. Look how many times it's being repeated. Almost every single page has at least one or two times that. It's about a thousand buyers a day. And if you haven't, you know, already guessed it, a thousand buyers a day is what I would call the big idea, right? That's the big, juicy promise. And everything hinges on that. This entire sales letter goes on to say that if you just figure out how to write an offer that brings in a thousand buyers a day, your life is set and all your dreams come true. And you're going to get massages every single day, and yada, yada, yada, yada, yada. So the fact that it's. Once you have a core promise like that, one big mistake people make is they're not clear on their idea, right? They have 10 kind of good ideas, but they don't have conviction, and they don't commit to one big idea, one core idea. When you do commit to one big core idea, you want to just repeat it over and over and over again, because that's the repetition makes it seem more real, more true. The repetition gives people time to digest it and understand it, and it does create this sort of hypnotic trance, this thousand buyers a day. Okay, so pretty straightforward. Hey, I want to give you this thing. A thousand buyers a day. It's free. It's worth at least 2,000, right? It's probably worth more than that. And then we have an open loop. Why am I doing that? I'll tell you the exact reason in a second. It's kind of strange. So this is a nice little. We'll call this here open loop. Back in 2010, I had my first taste of what it's like to have an offer that's bringing you a boatload of new buyers every single day. I was Dead broke, sleeping on a leaky air mattress in a furnitureless apartment. Then I used these secret salons for my first successful product, the 31 Day Fat Loss Cure. And in three months, I stuffed $103,000 of profit into my personal bank account. Not a huge amount of money, but at the time, it was a big deal to me. Okay, so some pretty cool things on here. One thing is that Mario does really, really well is he uses emotionally charged language. Okay? This is something technically, what we call it is connotative loading. Okay? So connotative loading is basically you could say, for instance, like, let's take a look at this word. You could say, I put six figures into my bank. Okay? But look at the power between. I stuffed, right? It's a more visceral, like, concrete verb, stuffed, right? It. It literally feels like it's so much money. I gotta, like, stuff it, stuff it in there, right? It's just so voluminous that I can barely fit it into. And it's not just money, it's profit, right? It's a specific amount of profit. And it's my personal bank account. Okay, Again, these words on their own in this one sentence doesn't make a huge difference, but when you multiply that across every single sentence, it does create a strong, strong sense, literally, of greed, right? It just makes you feel the. Feel the greed or feel the lust. Feel one of those seven deadly sins, and you're like, I want it. Okay, we can look at the same thing here. I was dead broke, okay? And we have sleeping on a leaky air mattress. So there's a balance between not just the connotative loading, which is stuff like dead broke or stuffed, but it's also like the vivid visual language, okay? Things like leaky air mattress, furnitureless apartment. You can visualize those. They have a sensory quality to them as well. Okay, Again, those things don't matter on. Well, in a headline, those things really, really matter. Because that's high leverage copy in every single sentence. You know, is one sentence going to make the difference? No. But if you do that across a thousand sentences, does that make a difference? Absolutely. Okay, so one thing to pay attention to, the other thing is this not a huge amount of money, but at that time, it was a big deal for me. This is really, really, really, really powerful stuff. For most people reading this, stuffing $103,000 of profit into their personal bank account could seem like a decent amount of money, right? He's talking to a slightly more sophisticated audience. I think this was targeted more towards, like, Copywriters and marketers who wanted to become offer owners. So typically, probably people making anywhere from 5,000 to 8,000 to 10,000, 15,000, maybe up to 20 or 30,000amonth, right? Which is not the ceiling for a lot of freelancers, but that's like sort of the upper range of where they'd like to be between 10 and $30,000 a month. So this idea of having an offer and some something that's putting this money into their account is pretty big. But look at the fact that he kind of minimizes this. Not a huge amount of money, but at the time, it was a big deal for me. Makes him seem more relatable. It's building more rapport. And it's kind of putting in their mind that $103,000 is not that much, right? We almost dismiss it, okay? Which for the people who that is a lot of money, makes their greed glands get even stronger. They're like, oh, shit. Like, if that's not a lot of money, what is a lot of money? And at the same time, for those people who it actually doesn't seem like a lot of money, right? Maybe they want. Their ambition is to make eight figures, seven figures and more, right? Maybe that seems crazy to you, but there's many people for whom $103,000 for some sort of business venture doesn't seem like a lot of money. This is a kind of a loophole for them, right? So they don't get stuck on, oh, this is not for me. Because it's only, you know, adding an extra six figures versus a big, you know, seven figure chunk or eight figure chunk, etc. Etc. Okay, now again, as I go through this, I'm going like super detail. I'm predicting and thinking, you know, I'll break down some of my copy on this channel in the future. I'm predicting a little bit of what Mario would say and maybe one time I'll get him on here to break these things down. But I am assuming that a lot of this thought process, a lot of these things that he's putting in here are conscious because I know him, I know how he thinks about copy. And for many people, when you look at it, you might be like, oh, like, you know, you're reading too much into it, right? Like, you know, it's one of those guys who reads the lyrics for their artists and they're like, oh, he used a period and he used an apostrophe here that symbolizes this and that, right? Like you're an English professor. But I Promise you. These are the things that advanced copywriters think about. These are things I know that I think about a lot of the times. I know that Mario thinks about these. I know that Stefan Georgi, my original mentor, thought about this. And pretty much any other copywriter I talk to who works at the highest level, they think a lot about these sort of subtle psychology things. And over time it becomes more unconscious. So it's not, you know, it's not something that you're constantly trying to think of. But what you train yourself to do is as you're writing, even though it's not a dialogue, you're imagining it as a dialogue. You're having a dialogue with people's internal monologue, which sounds complicated, but that's really what it is. You're always thinking about, what is this person doing as I'm reading this? Right? Or sorry, what are they thinking about as they're reading or as I'm speaking this? What's going through their mind. So even though it's not a back and forth conversation, you are talking to your best prediction of what's going on in their mind. And that's what builds amazing, amazing, amazing rapport. Mario is really, really good at that. And I'm sure we'll find some more examples. So let me keep reading. A few years later, I use these secrets again, this time on a larger scale. Three years, we made over $23 million a year. That took my personal income from 200k to over 2.1 million. Since then, I've kept applying these secrets over and over again, helping dozens of clients launch a thousand buyer a day offers in pretty much every niche you can imagine. Pretty good. This is important copy right here because this is kind of eliminating constraints. People may think, oh, this is not for me because I'm in these different markets. So the fact that we're doing everything form from guitar training memberships to credit card knives to cookbooks expands the horizon and doesn't give people an out to be like, this is not for me, okay? And he's explicit about that. They all shared some commonalities, critical elements if you want to make big money. Being able to create an offer that brings in a thousand buyers a day from cold traffic is the most lucrative skill you can have. That's the big idea. This is more like sort of a biz dev, biz op, make money online type of offer again to a slightly more sophisticated audience. So the mechanism stuff is going to be a little bit different than you might see in a health offer in a Dating offer, in a survival offer, in a financial offer, et cetera. Usually these are a little bit more straightforward and it's more about the opportunity and sort of the meta of what's going on. But you will still going to find a lot of value. This is definitely the big idea, the one thing that he's repeating over and over and over again. Okay, that's true if you're a business owner who wants to add seven or eight figures of revenue to your bottom line this year. It's true if you're a copywriter who wants to work with better clients so you can start getting paid $25,000 for a sales letter, plus performance bonuses and back end royalties. It's also true if you're a marketer or media buyer who wants to finally launch your own smash hit offer so you can impact millions of lives and become wildly wealthy in the process. In fact, you can pretty much look at all the biggest names in our space, from Agora to Craig Clemens to the guys at V Shred who were on track to hit $200 million a year. They're all big deals now, but at one point they were nobodies. And every one of them put themselves on the map the same way by getting an offer to take on cold traffic and start bringing in hundreds or even thousands of buyers a day. That's how fortunes are made. That's how lives are changed. That's how regular Joes become marketing legends. One of the most important things you can learn about copy is just how important constraints are. Okay, again, there's a video that we have and there's a probably a link to a product below which is like the PhD level version of copyblocks. Constraints is one of those copyblocks. The difference between constraints, which you need to know from objections and other things that people talk about is constraints encompasses everything. So people a lot of times will talk about objections. Objections are typically about you or your product. I object to your product because it doesn't have X. Or I object to you because you got, you know, curly hair and a beard. Right, sorry. That's the objections. At the other extreme, you have things like, you know, Hormozi talks about this in his $100 million offer equation. Right? Which is time and effort. Okay. I would also put money on there. These are the big three. Okay. Those are the other big objections that people have. So objections are ones around like you and the product, things they don't like or things they're skeptical of. Time, effort and money. Those are the big three things. You need to address those are constraints. And there's another layer of these which are basically. These are more internal for us. We call them. These are in the resonance hierarchy. These are basically things like identity, experiences, beliefs, values, etc. These are more internal, monologue kind of stuff. And you would be amazed at how influential these are in, you know, fucking yourself out of a sale, basically. Okay? Because if people have low self esteem and they cannot have a belief that they're able to do something, then if you're promising them something that's outside of their scope of what's believable or their scope of what they're worth, right. You know, not to mention kind of trampling on their values, at some point, they're not going to want to buy, right? And they will not even be aware of it. It's just as they're reading it, they're like, oh, this is not for me. Because you're not creating this new possibility in their minds. Right? Look at sales and look at marketing. Right. Especially look at sales. If you look at all the best salespeople in the world, it's really about helping people get out of their own way and come to a place of commitment and conviction going through the uncomfortable thing, right? So in copy, you don't exactly have the same sort of connection and the ability to go back and forth like you do on a sales conversation, but you're still doing a lot of that identity work. And typically what you're doing is you're creating the possibility like, yes, you can do it. Right? Like, we're opening things up and that's why addressing constraints is so important. Okay. The reason I'm bringing this up is because subtly, and this is something I know that was intentional because Mario talks about it all the time, is again, we're talking to copywriters who, you know, maybe are scraping around six figures, okay. And we're talking about the potential to build an empire that could make you $200, you know, $300 million a year. I think that's how much V shred is doing now. And that's what Mario, who's writing this, he used to work for them. Okay, so how do you connect the dots from someone who just made their first six figures? And, you know, it's kind of up and down and they're a little bit uncertain and they're like, you know, I remember when I made my first six figures and it was like, oh, like, is this gonna last? Like, this is. This is different, right? For a lot of people, that's how it feels many people haven't even hit that mark. And you're talking about making $200 million a year. It seems just outside of their scope of reality. So how do you bridge those things together? Because, you know, for some people, they will have the self belief and the desire to make that much money, right? And that is a big, cool, like, greedy claim. However, you need to be careful in how you come out. Because you would come out the gate and say, I'm going to show you how to make $200 million a year, right? It literally doesn't matter if they. You signed a contract which guaranteed they would make the money. And if they didn't make it in 30 days, like, you would pay. Like, it doesn't even matter how much certainty there was. If their internal dialogue and internal belief and internal temperature does not accept it, they're going to reject the offer. Okay? It's just how these things work. So what you have to do is you have to use something called gradualization. Okay? I think this comes from Paris Lampropoulos, who's actually in one of our programs. Paris Lampropoulos, amazing, legendary copywriter. And I think gradualization is something that came from him. It has many different names. Basically what you do is you just start by making smaller promises, okay? And then you, you can expand those promises as you move forward, okay? So you start with a smaller promise, and then you just expand and expand and you kind of walk people into the possibility, right? And he's doing some of that on here. If you're a copywriter who just wants to make $25,000 for a sales letter, that may be, like, still pretty big for a lot of people, but it's within their realm of reality for the copywriter. And then slowly we're talking about, you know, maybe making 100 or a thousand buyers, right? Or maybe bringing up to $200 million a year. And we're emphasizing the fact that they're all big deals now, but at one point they were literal nobodies, okay? And this is really, really important stuff. This is the address and constraints. You want to be aware of that. And I would say out of all the copy blocks, this is the one that people usually miss the most. So it's the one that's the most important to kind of have a checklist for. Okay? So then we have some more examples. Just for my own personal circle. My buddy Mike Geary was an underpaid, underappreciated personal trainer going from client to client before he got his first offer. The truth about Abs to convert. Now Mike has multiple million dollar houses. Nestled, right, that's another one of those connotative words. Nestled just feels homely. It feels like a nest. Right, Nestled. Those things are important in the beautiful mountains of Utah. Mike loves skiing. So during ski season he's up early and at the mountains four or five days a week. He spends most of his day skiing with friends and maybe two or three hours a day working on his offer. Sounds crazy. You can work so little. But that's the power of having an offer that consistently brings in what, a thousand buyers a day or more. Again, that hypnotic promise. Mike originally did this in 2008 with the truth about Abs. Now he's still creating a thousand buyer day offer with ebooks like Paleo Sweets and the gardening health cookbooks he does with alternative daily. Because of his ability, he lives a laid back lifestyle. He's able to ski, travel, et cetera, et cetera. Okay, another example, my old partner Alan Baylor has a similar story in the survival niche. Alan used to work at a regular 9 to 5 job in Connecticut. And it wasn't a copywriting whiz or anything like that. But after he was fired from his job for spending too much time on affiliate marketing, he decided to launch his first product in the survival niche. This was called Power for Patriots. This ebook eventually brought in 300,000 new buyers in a single year. Then he's created even more offers, et cetera, et cetera. He now has a 40 million plus survival company that churns out cash left and right. Again, look at that. Churns out cash left and right. Churns literally like just. It's cranking. It's a money machine churning out cash. Okay? And not just money, not just whatever. It's cash. It's a visceral, tangible, ca. Concrete. Here's another one. Chris Haddad. Because he's a brilliant copywriter, he wrote in the women's relationship niche, he's a shiny new example of a copywriter turned offer owner. And then my business partner, copy accelerator Stephan Georgi. He's got good at creating his own offer. Stefan was able. Cranking out 8 to 10 sales letters a month from easily a thousand dollar per letter. That didn't make him rich. He only got rich once he was able to create his own offers and scale his babies up to 300, 500, even a th000 buyers a day. It's paying off handsomely for him. In one of his recent emails, he said he pulled in $740,000 just in the month of May. That kind of money has allowed Stefan to live his dream life driving $100,000 Porsche, flying on private jets, buying a $3 million home on the beach in San Diego, and even setting up scholarships to help students at the college he went to. I could tell you dozens of stories like these. Again, when you're choosing these testimonials, you want to make sure to choose specific archetypes that will appeal to people. So this is probably one for like the wannabe slacker archetype, right? Somebody just skis and travels and has fun. Somebody who wants to, you know, run a really big survival company. Copywriter. And another copywriter as well. Cool. All because they crack the code to creating offers that generate floods of new buyers. And once you get an offer to start cranking on cold traffic, everything changes again, floods, code, cranking, cracked, et cetera. Okay, now this is like very masculine language, so you want to be thoughtful about your audience. Would you write the same way if you're writing to women? Probably not. I mean, this is an offer that is gender neutral, but it's definitely going to skew towards male. So you're going to use a lot of this more high impact language. But again, the principle of connotative loading and emotionally charged language applies whether you're writing to men or you're writing to women. Most of the markets that I wrote to, I wrote in almost every niche imaginable, but many of the markets I wrote to, especially in health and things like that, were targeted primarily to women. So you have to write in a way that's going to appeal for them. Softer language. You know, there's some, some different psychological, subtle things that you're going to want to put in there, but the principle remains the same. Okay, all right, let's keep going. With thousands of new customers consistently coming through the door, you're constantly pumping fresh blood into your email list so your backend numbers explode too, because you're able to build a massive list of buyers. And not only does that list pump out big profits for you, it's also a sellable asset, which means you have the option to pull off what many entrepreneurs dream of, the lucrative, multi million dollar exit. How do I know this? Well, I've done it. Like I mentioned earlier, I used to be a partner in a company called Patriot Health alliance, and during that time, I put together an offer called Patriot Power Greens. Once I got that offer, working on cold traffic, bringing up to a thousand buyers a day, it carried us from under a million in sales, over 23 million in sales. In less than three years. It was a hell of a ride. And at the end, I decided to cash out. And because that offer had brought in over 280,000 hungry buyers, I was able to sell my share of the company for close to $4 million. That was a real cash buyout too. I didn't get paid over 10 years or anything like that. Honestly, I'll never forget that day. The money hit my bank account. It felt surreal. And having that big windfall of cash has allowed me to create some pretty incredible experiences. Okay, so look at all the experiences, how concrete and tangible they are. Okay? I rented a yacht at Mykonos, flew my dad to New York to see Bruce Springsteen college football, getting my friends there. There were a lot of great pictures for all of this, too. One of my Great Dane rescues, I help flying to Cabo, where I stayed at a five star resort with a personal butler. Honestly, if you told little Justin he'd be living the kind of life I live now, he would have laughed. He never would have believed it. This stuff is super important, okay? It's creating belief. A lot of times, if you can. It depends on your offer and the archetype and who you're going for. But you know, if you're doing like a zero to hero story, it makes sense to really kind of almost put yourself down a little bit of like, this is like talk about the loser side of yourself, right? And whenever you're telling stories, you're choosing to keep some information and, you know, put some information out. Everyone has some sort of loser side of their story. And it's important to emphasize that because it creates a lot of belief. If people believe, like, wow, this guy was kind of worse than me. I'm smarter than him and he did it, so that means that I can do it as well is a really, really powerful thing to do. Cool. Now he's talking about big shot publications, major podcasts, speaking on stage and sold out rooms. And again, he's connecting it to a thousand buyers a day. This is one thing that good copy does all the time. This is the big idea and the mechanism in the vehicle. Thousand buyers a day. Mario right here is not trying to convince you to buy a product, right? He's not even trying to convince you to buy the subscription, which is what's ultimately being sold. In fact, you don't even know. That's the craziest part. Like, you know, we're already so far in the letter, there's not even a mention of what the product is. A thousand buyers, a Day and zero mention of this subscription that's ultimately about to get sold, that went to sell millions and millions of dollars of it. Okay? That's what's really interesting about copy, right? A lot of times what you're talking about and what you're talking about in your marketing and your sales letter is not even the main thing you're selling, okay? It's all the stuff beforehand. You're getting people to buy into a belief and a philosophy in a worldview. You're changing their mind and kind of shaping their beliefs so that naturally when you present the thing, it just becomes a no brainer, okay? If they already believe that if I just have a thousand buyers a day, I get to go sail on a yacht in Mykonos, you know, make a multi million dollar exit and have everything, you know, I would ever dream of. Then by the time you say, hey, this is my offer to get a thousand buyers a day, they're already bought in. Okay? Really, really, really important. And again, look at how we're hitting all of these different angles. We're talking about building a business, making money, helping friends, doing charity work, you know, taking your dad, giving your dad something. We're talking about status because a lot of people, you know, are really driven by status and recognition. We're talking about, you know, big shot publications, we're talking about being on major podcasts, talking about speaking on stage in front of the smartest people on the planet. So Mario is really hitting every possible benefit and promise that could appeal to the widest swath of people. And again, reducing it all down to a thousand buyers a day. It only takes one of these hit offers to give you everything you've ever wanted out of your business. And again, now he's being explicit about it. Money, impact, recognition. That's one thing you want to do in your copy is you want to talk implicitly and explicitly. Implicitly is you're talking about the visuals and the pictures and the paintings and the results of things that they could get and allowing their mind to fill in the blanks. And then you can also talk explicitly about it. I think it's good to do both. So Mario here is talking about, oh, I was speaking on front of the stage and, you know, hanging out with Dan Locke. He's not being explicit about it, he's being implicit here, but here he's being explicit. This will give you recognition and best of all, freedom. The freedom to do whatever it is you want. So hold on real quick. This is before I dive into this one thing that you're gonna see a lot of, especially if you're using AI to write copy, which is great. I'm gonna show you some AI stuff in just a second. I, I use AI to write a lot of my stuff now. I think you're dumb if you're not using AI to write your copy. That's what my entire program is about. However, one thing you'll see is a lot of AI copy just fresh out the box, out the gate. Starts with this emotional style copy. You feel like this. You wake up at 2:47am and the, the red glare on the alarm is looking at you and you, you're tossed in turn and frustrated that you're not gon provide. Like it's pretty good at some of those like basic sort of emotion and basic scenes. The problem is a lot of times it starts the copy, the email and things like that. This is what I call sort of like second person, like diary, not diarrhea, but sometimes it is shitty copy. But like diary style copy. Like you feel like this and it's second person. So you're saying you and you and you and you. That stuff can be really, really powerful. The problem is so many people just put it early on in the copy and if you just kind of come up to me, right, I go back to Robert Collier who I was thinking was writing in like the early 1900s. You should read it. Robert Collier Letter books. Maybe I'll do a video breaking down some of those old copy books. But he talks about entering the conversation in people's mind. Like literally imagining like two friends at a bar talking and you're going to come up and shuffle up to the bar. What's the first thing you're going to say to them to get their attention and then talk to them. If you just come out to a stranger and say you feel sad and you feel depressed and you want the freedom and you want all this and you're talking in your ASMR voice and just trying to convince them. It's like they're going to be like fuck off. Like who, who are you? I'm not interested in you. You don't have my trust. I don't know who you are, I don't know what you want. I don't understand any of that. Okay, so you need to be a little bit sneaky and a little bit sly, right? And getting people's attention. Hey, I want to give you something. Hey, I want to give you something for free. It's something that I was going to charge $2,000 even though it's probably worth, I don't know, millions of dollars to you, and I want to. I'm not going to charge you anything. I actually want to give it to you for free. And there is a reason I'm doing it. It's a little bit weird. I'll explain it a little bit later. But let me tell you why I want to give you this free thing. It's because what I found in my life is that if you just do X, you get everything you ever dreamed of, right? How do I know? Because all my friends did it. All these people did it. I've done it myself and allowed me to do all of this stuff. Are you interested in that right now? You've given me a reason to listen to what the fuck you have to say now. When you're saying now. When you can go into the emotional copy, you can say things like, look, you may feel like this, and this allows you to get the freedom. Like, it gives you permission to go deeper in the emotion. So this is why sequencing and structure is so important. Don't come out the gate just going heavy with the emotions because we're about to go into a lot of good emotional copy. But notice we had to do a lot of work before we could get there. I think we're on, what page? 11. So let's go. Best of all, freedom. The freedom to do whatever it is you want to live wherever you want to buy whatever you want. Maybe you want a nicer house, a nicer car, a new boat, or even courtside seats, your favorite basketball game. Maybe you want to help your parents retire early. Maybe you want to put your kids in a better school. Maybe you want to pay off your spouse, you or your spouse's student loans in one fell swoop. Maybe you want to donate money in a cause that you're really passionate about. When you have an offer consistently bringing in a thousand buyers a day, you can do all this and more. That's why I truly believe knowing how to create an offer that can bring in a thousand buyers a day. Again, look at the hypnotic quality. It's the most lucrative skill you can possibly have. That's true whether you want to scale your own business to seven, eight, or nine figures, or if you're a copywriter or media buyer that wants to create their own offer. Once you know how to create blockbuster offers that consistently convert cold traffic and bring in 1,000 buyers a day, you are basically set. The problem is, nobody is teaching how to do it. Sure, you have people teaching part of the process, like copywriting Facebook ads. And that can help, but nobody's ever put together a complete blueprint showing you exactly what you need to create blockbuster offers that bring in 1,000 buyers a day. I want you to look at this here. This is also really good marketing genius. I mentioned this before in the past, but there's a book, microscripts, Microscripts Rules, which is a really, really powerful book for marketing. A lot of that book is about creating taglines and sort of catchy phrases that stick in people's minds. But one essence part of that book that is really, really important for you to read and understand is this idea of the category of one. I've talked about this in my last video or some of the other videos, okay? And I'll repeat it many, many times, because it's. It's. Once you get this, you cannot forget it. One of the most important things you want to do is become a category of one. And the reason why is because nobody wants second best. You know, like, typically, they don't want second best. They want the best, the mostest. They want the ist. The ist factor is what they want. Okay? And what's so cool is that you can create. Literally, there's infinite categories that you can create that you can be the. The mostest at. Okay? The mostest, the bestest, the firstest, the only est. Whatever it is, okay? You can find a category that would fit into that. So, like, again, for myself, if I would look at myself, it's like, okay, I'm a copywriter. You know, my copy. I have $100 million sales letter. I've probably done, you know, at least $100 million because that one sales letter did. What else do I have? I've traveled a lot, right? I've traveled and I moved many places. Moved somnomatic. What else do I have? I was an SAT tutor. Okay. You know, people call me, like, respectfully, like, borderline autistic, right? In the way that I approach things. What could I be the first at? What could I be the most at? What could be the best at, right? So I just start going through the list. I'm like, well, many people can call themselves copywriters. Many people have sales letters. Not many people, but there's many. There's other people who have done a sales letter that has done $100 million. You know, many copywriters who have done over $100 million in sales at their copy. Okay? There's many nomadic copywriters that are out there. Well, there's not that Many SAT tutors. Okay? So, you know, you could be like, I'm the first. The first SAT tutor, copywriter, right? Or the first xyz. And I can just create my own category, right? The first analytical whatever, blah, blah, blah, blah, blah, right? Or I could just say the first copywriter to use copyblocks. Why was I the first one to use copy blocks? Because I made up copy blocks, right? And that's exactly what Mario is doing right here. He's creating. Now, it's a sleight of hand, right? Because there is some validity at this point in time. It's like, nobody is teaching you how to create these big offers, right? But at the same time, he's creating this new solution, this new vehicle, this idea, this new opportunity of a thousand buyers day. I mean, like, nobody's able to teach that. Okay? It's a little bit different because, you know, again, he does have a legitimate point, right? He's not just completely making something up, but there's a little bit of a sleight of hand here in the fact that he's saying, hey, all your dreams come true if you get a thousand buyers a day. But nobody's teaching you how to make a thousand buyers a day. It's like, why? Because you're the one who came up with the idea that a thousand buyers a day is the most important, right? He's creating this category of one and being like, I'm the only one who can solve it. So, again, it makes you want to buy the product. This stuff may seem obvious when you first look at it, but it's all these little subtle points together, working together, that makes a really, really strong sales letter. Okay? That's why most businesses spend years without ever cracking the code. It's frustrating. It's not surprising. I mean, can you. How can you possibly solve a puzzle without even knowing how many pieces it has? You can't. Without having all the pieces you'll never create. That breakthrough offer, the one that brings in a thousand buyers a day, the one that lets you live the good life. The good news, I want to give you all those pieces. I want to hand you the completed thousand buyer a day puzzle and show you exactly what you need to do to finally start living like a successful business owner. Since somebody else is willing to teach this, I kind of feel like it's my responsibility to take the reins again. You know, this is kind of good. Paint yourself as like a martyr, a hero for a cause, especially since I'm one of the few who's actually qualified to Teach it again. He's creating some distance between, like, who he is and who, you know, somebody else may be who wants to teach it. I've created, written, copy for and consulted. I've done it personally, I've done it with copy, etc. Not to brag, but because of my experiences, I knew I could put together a pretty damn good course on this. Here's the thing. I didn't want to just put together a good course. I wanted to create an incredible course. I wanted to deliver a blueprint that had more insight than just mine. So rather than just creating this course by myself, I decided to call in some reinforcements. Simply put, I assembled a super team of world class marketers, all of whom have created offers that have brought in a thousand buyers today. These are the mad geniuses behind many of the most successful offers you see running online and all the most competitive niches. Okay, one thing that's, that's kind of going on right here is Mario says something interesting, which is that he loves to watch movies. Like it doesn't matter, like not even sophisticated movies. It just loves to watch movies that are in people's mind right now. Avengers and, you know, Sinners or whatever the main hit movie is that's sort of in the zeitgeist. He wants to watch it because he wants to understand. And he's not the only one. I think Eugene Schwartz and many other people watch this and were, you know, proponents of consuming a lot of pop culture, especially if you're writing to mass market audiences, because, you know, especially as you start making more money and having more success, you, you know, not that you lose your ability to relate, but, you know, if you're making a hundred thousand, a few hundred thousand dollars, you know, a million dollars a year, like all of a sudden you're in a very different place than most people you're talking to. And so you can start to lose a little bit of touch or lose a little bit of what's going on in their mind. So being able to be connected to pop culture and being able to be connected to the patterns and the archetypes and, you know, the way that people understand the world is super, super, super important. And at the same time, there are just these long standing archetypes that have existed in storytelling. So, for example, the reason I'm bringing this up is like, when you think about, like, I have assembled a super team. It's very much like Avengers, right? I grabbed this huge, big super team. You can look at any heist movie. It's this, it's literally a beat in heist movies, like assembling the team that has sort of like a, a cinematic quality to it. About like I'm just grabbing and assembling this big team and I've seen this work in supplement copy. I've seen it work here in many other places. This idea of like, I'm just gathering this like really cool badass team and you know, I got the sniper guy over here and I got the, you know, I got the, the robo guy and the guy who can be small and the person who does magic and the really smart one and the really witty one. Right. I'm assembling this different team and it has this sort of like almost cinematic appeal to it. It's really, really, really, really powerful. And so here's an example right here. But you could extend it to many other things as well. If you tally up their track record, this crew of killers is responsible for 2 to 3 billion dollars in sales. They're all running successful companies right now. Getting them to carve out time wasn't easy. I had to beg a few of them even get up at 3am in the morning to record one of the interviews. But I got the job done. Took me nearly eight months to put all of this together. A lot of interviews and intense collaboration. But it's all ready for you now. Again, as much as you can show the effort and the struggle that went into your product, it just makes it seem all the more valuable. Without further ado, here's the superstar marketers that help with this thousand buyers a day course. We have Joe Schreifer, Jordan Hall, Rudy Maurer, Dan Reuteman, Chris Haddad, Jay DeBolt, Stephan Georgi, et cetera, et cetera. And then he introduces the course A Thousand Buyers a day. The first ever. Right. We're the firstest, step by step blueprint for creating blockbuster offers that can bring in a thousand new buyers a day from cold traffic. He can say this because it's probably the only program in the world and it really is probably the first one dedicated to how to bring in a thousand new buyers today from cold traffic. Is it the first ever course designed to show you how to launch an offer? Probably not. Is it the first ever course designed to help you build a thousand buyers a day? Yes, because he created that category. I'm going to smooth out through some of these. You're going to see some pretty cool fascinations. These are sort of like more like moduled titles, but they're, they kind of read like fascinations. And one Thing that's really important when you're writing Bullets and Fascinations is to use copy blocks. Okay. So, for example, Jordan's five minute brain hijack, that would be a curiosity. Copy block uncovers your customer's hidden frustrations. This would be a promise. It tells you exactly what they want to buy. Another promise. It has nothing to do with running surveys, reading forums, or interviewing anyone. This is a little bit of constraints, things they may not want to do, but it's also curiosity at the same time because it's. You're basically saying this is not the same stuff that you've, that you've heard in the past. Okay? And then Jordan, by the time that we know who Jordan is, Jordan has some sort of proof. Okay? But all I want you to look at here is the fact that if you want to write really good bullets, just like really good headlines, understand? And master copy box, because that's what a lot of these things do here. But then he goes through each one. You can look through the structure and what he's going to share. I'm going to skip down. And again, if you guys opt in and want to join the email list and get access to a bunch of trainings, I'll put this on there. Just. You can't share it with anyone. You can read it a little bit more on your own time, which I think is powerful. Let's read this. I want to give you a thousand buyers a day for free. Why would I do that? Why would I give you this course for free? Simple. It's a blatant bribe. I like stuff like that. It's a good pattern interrupt. Mario says he does this all the time. Again, going back to what I said before. You try to predict what people think you're going to say and then you just kind of say the opposite, right? You hit them with something that's sort of like left field. Or you get kind of meta with people, right? People, especially when you're talking to marketers and copywriters who have seen a lot of this stuff. And frankly, everyone is becoming more sophisticated with advertising. It makes a lot of sense to get a little bit meta and break the fourth wall and kind of talk directly to people. So he could be here. Like, why would I get this valuable course for free? Well, it's because I care so much and I've been through this program and I want you to. And you know, some people will be convinced by that. Some people will not be convinced, but they'll accept it. But just to be, you know, straight up and be like, it's. It's a bribe. Right. Like I'm bribing you. You get this, and I get this. It's refreshing quality in the copy. I want to give you this in exchange for subscribing to my newsletter that I just released, the Justin Goff Marketing Letter. I'll be sending this print newsletter to you every month right to your doorstep. 16 pages of split Test wins marketing insights. As I said, I'm going to give you my Thousand Buyers a day course for free to try the newsletter out. Yep. And then he just goes into selling. Now he has to go into selling the Justin Goff Marketing Letter. Okay. But a lot less work because they're really just trying to get people to opt in by getting this thousand buyers a day course. And this is pretty cool when you're doing subscriptions. Right. So a lot of people do. You do some sort of really good, valuable freemium. You build up the value immensely, and it was a cool product. And then you basically say, I'll give you this for free when you join this other kind of subscription. And then once you get people on the subscription, hopefully they see the value. And then you have, you know, sort of the momentum. You've gotten over the hump of joining, and now you can kind of keep them on subscription there. So that's one thing I want to break down. I also want to show you some of these other tools here. So this is a bot that lives inside of Genesis right now. And this bot is really cool because it's a reverse brief. This is like if you were in school and you did a reverse outline, which basically, you know, it takes a letter or takes an essay, it would break it down into subsections. This is a reverse brief that helps you to analyze existing copy to find all of those main things and details that are really, really powerful. So your target market, product details, unique mechanism of the problem, unique mechanism of the solution, the characterizations, hooks, powerful metaphors, paradoxical questions, beat maps. This is a lot of stuff that we go through in copy. I use this all the time because it helps me to analyze. You know, this copy is a little bit different. But if I were doing, like a health promo, I'd be able to see, oh, it doesn't have a surprising culprit. We're not creating any adversaries or enemies. So no quiz. We're missing some of these other cool things. So let me see if I can add those in there because typically they make the copy a lot stronger. Okay. At the same time, we Also have this, which will pull out the copy blocks. And we have this one, which will do a deep analysis of your market. So for copy blocks, you can see we have things like pain. We know all the pain, the promise, the proof. This is good as a checklist to make sure you're hitting all these different. If you want to pull copy blocks from a existing swipe and then plug them into your own, this is a great tool to use. And we also have this tool here, which is the pain matrix and core wound. This is some of the deepest psychology stuff that I have when it comes to writing copy. Basically, it analyzes pain across 10 different dimensions. Most people think pain and copy is just one, but there's 10 different dimensions that make up specific type of pain. So for example, this market experiences highly psychological pain that manifests as deep anxiety about business performance. It has high measurability because revenue numbers and buyer counts provide unavoidable feedback on failure. The emotional intensity is very high as the prospect's identity as a successful entrepreneur is threatened with each underperforming offer. Okay. The frequency is high, et cetera. So it tells you how to talk to their pain. Because every market has different pain. And we have the core wound, which is feeling like a perpetual outsider looking in. The core wound is basically like what is the main existential beating heart behind the offer? You don't always go directly to this. The example I'll give is if you look at weight loss, in weight loss, a lot of it is feeling unworthy. Right. And it's about feeling unlovable. So it's, it's a lot of shame that people feel. And if you look at something like joint market, joint pain market, you would say like, oh, they're both supplements, both health, it would be the same pain. But no, if you look at the joint pain market, this is really about becoming like on the sidelines of your own life and losing your independence. And then if you look at skincare market, this is about being invisible. Yeah, like literally losing your worth. Your. Your becoming invisible compared to other people. So you'll see even in markets that may seem the same, you're both selling supplements, there's really like a lot of slight differences. And so this is what the core wound does. So for this market, in the direct response marketing market, core wound centers around feeling like a perpetual outsider looking in on an exclusive club of successful marketers. Really important, this core wound is about feeling like an outsider. Yeah, perpetual outsider, feeling like you don't belong. And that's really true for A lot of marketers and copywriter manifest as a deep fear that despite all their efforts and knowledge, they fundamentally lack what it takes to create offers. Okay, again, do you understand and see why constraints are so powerful when this is the main thing that people are feeling? This main core wound. And then it gives you some marketing recommendations. I just wanted to show you some of these to show you how deep you can go. And then also to show you a little bit of some of the tools that we have in Genesis, both to analyze and then write copy. Because once you understand a lot of these essentials, using AI is just an amazing amplifier. Right? I really do not understand why people would not use AI. It's just. It boggles my mind. But, you know, I don't know, there's people who like ponies and carriages and stuff, so, you know, to each their own. But you still need to understand the main fundamentals is why I'm making this video and making this channel. So give you as many fundamentals as possible and then you can, you know, when you're ready, join Genesis or join some of the products that we have and get access to some of these tools just to be an amplifier to the skills that you already have. Okay. Hopefully that was interesting. Like I said, if you want to read this, you can opt into the newsletter below and then put in the comments too, if you like this. Right. I have a lot of different content, ideas and videos I want to make, including videos like this where I'm breaking down copy or reviewing your own copy, et cetera, et cetera. So, yeah, I would love to hear how this was helpful for you, what your biggest takeaway is, and what other kind of videos you want to see. Again, thank you so much for your time, as always. Peace.