These 7 copywriting phrases made me millions of dollars

My name is Nicholas Cole and I run two of the largest writing programs on the Internet. Ship 30 for 30, which does around a million in revenue each year, and Premium Ghostwriting Academy, which does around 5 million in revenue each year. And if you want to know how we've grown these programs so quickly, then let me introduce you to the seven copywriting phrases that should be part of your marketing toolkit. Okay? These seven phrases are timeless copywriting techniques and have helped us attract thousands of students into our programs and generate over $10 million in total revenue. And if you don't use these seven phrases, well, don't be surprised when your marketing, your emails or your funnels don't convert your free subscribers into paying customers. Copywriting phrase number one. This small action will lead to this giant outcome. Every single person on planet Earth wants something big for something small, right? I want to make a lot of money doing minimal work. I want a million followers, but only have to create content a couple hours per week. I want to be really good at this thing, but. But only practice a little bit here and there, right? Because on some level, we all understand that this is the meaning of leverage. We all want to maximize the output without also increasing the input. But where copywriters go wrong here is they think that this means making some big outlandish promise to the customer. And that's not really what you want to do. It's not about making a big promise you can't keep. It's about making a promise you can keep and then constructing your offer in a way that shortens the time to value equation as much as possible. So work in reverse. What can you absolutely help the customer achieve? And then what are all the things that you can give them or help them avoid so that they achieve that thing for a fraction of the effort in a fraction of the time? That is how you construct an irresistible offer. And that's how you use this copywriting technique to hook their attention. And by the way, what's on the COVID of the best selling book Atomic Habits? Tiny changes, Remarkable results. Okay, that's a great example of this copywriting technique just hiding in plain sight. Everyone wants a little bit of effort to unlock a lot of valuable outcomes. Copywriting phrase number two. This massive problem can be fixed just by doing this simple solution. Again, every single person on earth wants to conquer mountains while riding a ski lift. So in your marketing, you want to tell people two things. Here's how to overcome this huge obstacle you instantly, or here's how to solve this complicated problem easily. Now, obviously we all know there is no easy path through life, okay? It really doesn't matter which industry you're in or what your goal is. The path of progress is always challenging. But the key is to get people to sign up for that journey without feeling the burden of all of its challenges in the beginning. Otherwise, they're never going to start. They're just going to postpone action indefinitely. The other key here, and this is why copywriting and offer creation go hand in hand, is that you really want whatever solution you're providing the person to be so simple that they actually do it. It's not enough to say, you have this massive problem, but I can help you fix it with this super smart, in depth, complicated solution, right? Because even if that complicated solution 100% guaranteed the outcome, most people wouldn't do it. Because most people don't want things to be complicated. They want things to be easy. So your offer has to solve a massive problem in a simple way so that your copy can reflect this promise accurately and then evangelize the importance of it over and over again. Copywriting phrase number three. This outcome you want isn't very far away. Which is more exciting? If you take these vitamins every single day for the next 50 years, you'll live two years longer than the average person. Or if you take this painkiller right now, you will be pain free instantly. Every single person is going to reach for the painkiller. This is a copywriting 101 concept. You want to be a painkiller, not a vitamin. But the bigger idea here is that you always want people to know that the outcome, the result, the relief they desire can be accessed right now. Because the further into the future you make them wait, the more likely they are to shift their attention somewhere else. They're always just going to go find someone who can instead give them what they want right now. Which means you need to educate people on why the things they desire are closer than they think. You have to tie small actions today to giant outcomes tomorrow. And you have to show them that starting today is the key that unlocks the future they desire. You have to connect their future to this present action that you're encouraging them to take. Copywriting phrase number four, it's not your fault. This is another copywriting 101 idea, okay? You never blame the customer, ever. For example, imagine you used to work in software sales. You got laid off and you're looking for some help getting back on the market and finding a new job. And one day you come across two different Offers from recruiters who work with people just like you. Except one of them says you're unemployed because you clearly messed up at your old job and you've got a long way to go to find something new. And the other one says it's not your fault. The job market is tough right now, but don't worry. We help talented people like you get back on track and on your feet easily and quickly. As a customer, which recruiter are you more likely to want to work with? The second one. Every single time. So instead of putting the burden on the customer, you always want to help the prospect find someone or something else to blame. Nobody showed you the right way. Someone else set you up to fail. You were given the wrong information. By giving them someone or something else to blame, they feel empowered to move forward and try something new. And then once they're on the journey, so slowly over time, they will realize on their own how many times in the past they were actually getting in their own way. But by then, they will have already changed and voila. That's how you help people transform. Copywriting phrase number five, you've already done the hardest part. This is a personal favorite of mine, and we use this constantly in all of our marketing materials. Another great way to help people take their first step is by reminding them and validating for them any and all progress they've made so far. Celebrate the little steps they've already taken on their own. Show them that they have what it takes based on some of their previous wins. Be their biggest believer, cheer them on, and remind them of their own potential. Remember, most people don't have support systems in their life. So when you come around and start cheering them on and validating all the effort they've put into bettering themselves up to this point, even before they've started working with you or purchased anything from you, their level of confidence in you skyrockets. People want to feel seen. People want to feel heard. And if you can genuinely accomplish that in your marketing, they will feel so excited because you're just pouring gasoline on their fire. Copywriting phrase number six. Don't worry. In the beginning, I couldn't do this either. If you're a missionary, meaning you aren't just trying to sell widgets and make money, but you truly care about the industry that you're in and you want to make a meaningful contribution to the world, then you have most likely created a product, service, platform, or community that solves a problem you were experiencing in your own life. Which means your story is the customer's story. And the more you share your story as an example, the more likely the customer is to see themselves in your journey and transformation. Right here's where I started just like you or here are my problems just like you here's what I tried just like you or here's where I ended up and you can, too this isn't required, but I always find it makes for some of the most compelling sales copy. Said differently, you want to avoid making the customer feel like you're some special outlier and nobody can do what you've done because then they're just going to tell themselves, well, it might have worked for you, but I don't think it's going to work for me. So you need to tell your story in a way that is relatable, even vulnerable, to help them understand that you aren't special and you aren't an outlier. You are just like them. Copywriting phrase number seven. Psst. I'm gonna let you in on a little secret. Finally, if you've been in your industry for a long time, then chances are you know some things that most people don't. So pull back the curtain and share them. This makes for such fun and compelling copy, but it also makes for incredibly viral content. For example, a nurse sharing what it's actually like working in the emergency room, or a lawyer sharing what it's actually like to be in a courtroom with a convicted murderer. We love insidery information. So whenever possible, you want to help the customer learn the truth about whatever thing they're clearly interested in doing, because chances are, right now, they're an outsider. And when you're an outsider, you have a bunch of faulty beliefs or assumptions about how things work. And so you can build a tremendous amount of trust with them just by saying this. That's what everyone thinks, but that's not the truth. And then pulling back the curtain and educating them on the way things actually are. Now they see you as a guide and they trust you, which opens the door for you to educate them further. These seven phrases should be the foundation of your toolkit as a copywriter. But the last thing I want to leave you with is that copywriting really isn't about sales. It's about educating the prospect in a way where they eventually sell themselves. You aren't trying to convince them of anything. You're trying to empower them to make an informed decision. And if you've done that successfully, then the natural byproduct of your education is for them to see you as a trusted resource. Because when you're the one who frames the problem to the prospect and then educates them on the right way to solve it. They inherently believe that you're the best person to help them moving forward. Which is why my entire point of view on copywriting has very little to do with sales and everything to do with education.