The EXACT Copy You Need to Make Money on Your Content

What your ideal client is struggling with is not what you're struggling with. That's where most people go wrong, is they can't put themselves in the shoes of their prospect because they are not that person in this exact moment right now.

If you write a piece of copy with this framework in mind, you are going to, first of all, halve the time that takes you to write copy. Second of all, half the time that it takes you to write copy that actually generates leads and inquiries and sales. And third of all, you'll finally be one of those people that online when you read their copy, you're like, oh, my God, they just get me. You're going to create that feeling for your audience as well.

Welcome to the Success School podcast. We're on episode 81 today. Steph, how you feeling?

I am always pumped to get behind the mic and have yarns with my best friend, CEO and husband.

Best friend.

Best friend.

And what are we talking about today? Today, what are we.

We're talking about your sales copy blueprint. Now, that just sounds like a lot of words that have been strung together.

I don't know if that's sounds lame.

It does sound lame. But what we're actually talking about today is the exact language that you need to use in every single piece of content to ensure that it makes you money. And so we are going to dive into that today, which I'm pumped because this is like my jam. I feel like it's my jam, but definitely your jam.

Also definitely Seth's jam. We'll kick off with our personal updates if you've been following on social media. We bought a ranch. I don't know what the technical term or definition of a ranch is, but we've got one. Anyway. We're calling it a ranch, so 26 acres in the east side of Perth. Not going to tell you where it is because we don't want any stalkers coming hanging outside our windows doing weird stuff until they're jittering just up the top of the suburbs. Come hang weirdos. You are welcome. But anyway, super excited. We're doing some fun stuff. What are we doing on the ranch?

Does that make you a cowboy?

Yeah, I think I'm a cowboy officially. Like, I'm a cowboy in business, but like a cowboy in real life.

Cowboy real life. What do you. What, what ranch dreams are you bringing to life out there?

I guess. Why did I buy the ranch besides shooting guns and arrows and driving my motorbike on there? I don't know for you, really. That's why I Bought it. Why didn't you buy a ranch? And spend our life savings.

Okay, so we spent our life savings on a ranch because. Okay, just 26 acres. It's absolutely beautiful. We have always wanted to be in nature a little bit more and spend a little bit more time with a bit more space around us. So super excited for that. Additionally, we've always wanted to have some Airbnbs, because we are.

Oh, that.

Yeah, we are Airbnb. I would say aficionados, meaning that we stayed in a lot of Airbnbs and we stayed in, like, some of the crappiest ones. We've stayed in some of the most expensive ones, which, honestly, are still pretty crappy. And we want to do it differently. We want airbnbs that inspire entrepreneurs. So we're really excited to build some Airbnbs and it's going to be something around the word impact, I think, like, Impact Ranch, Impact Retreat. We're not really sure yet, but something about the fact that you can come in, you can work on growing your impact, you can make an impact, you.

Can all the impact. Everything's on an impact.

Be the impact. So we're excited. We're really excited.

Get hit with a stick. Impact.

What's the timeline?

Yeah, timeline. Well, I don't know. Council approval, six months, then who knows?

It's probably looking about mid-2026, I'd say.

Mid 26. Yeah.

They're finalized.

So wait list open. Guys, happy to take donations of $100,000 or more to go towards this project. What's your update?

When we're in Bali over New Year's, Tim and I always do this, like, thing. We kind of reflect on the year. I feel like everyone does that, but we.

Revolutionary.

So profound.

Revolutionary.

But we ask ourselves the question, like, what do we want to do differently this year compared to what we did last year? And for me, this year, it really was around hobbies. I really want to explore avenues outside of work and find more fulfillment and things that make me happy outside of.

Work, outside of complaining.

Outside of complaining about work. And so I especially have made a list of eight hobbies that I must tick off this year. Now, eight doesn't sound like a lot, except for the fact that we travel, like, six months of a year. So it's really hard to learn a hobby when you're not here. So eight hobbies, which means that I basically have to do, like, one to two a month to make it work. Kicking off, I have a. I have a cooking workshop booked at the end of this month, and then Early Feb. I've got a secondary cooking workshop we've got going for Mexican food and barbecue. First and foremost, I support these hobbies. Thank you so much, fellas.

This is a hack. Just suggest cooking as a hobby for your wife.

The feminists are up in arms. Okay, let's dive into the episode today. So this is going to be a lesson, a verbal lesson in the art of copywriting, and it's much less about understanding words as it is about understanding the way that humans think and feel. Which copywriting is just an avenue of tapping into the human psychology. Right. So the foundation successful piece of content, or any business ever, is going to be like, who do we help? What do we actually offer them? And how do we help them? And so we have created a bit of a foundational structure. And I put a post up about this a couple of weeks ago on my social media and it went off and our beautiful podcast manager was like, I think you actually create a piece of content around this. And so, you know, it's really about having your point of difference written down on a document so that you can use it before you make every piece of content. So, Tim, do you want to go through the kind of pieces, the elements that will be included in our sales copy blueprint?

Yeah, for sure. So there are five elements in the sales copy blueprint. Tm. Okay, so trademarked on that one. So what you want to do is ask yourself and write this down, who are they? Who is the person? Give as much detail as possible here. I think, like Steph was touching on this a little bit before, but when people write copy or they try to write sales copy, they try to write blueprints. They're like, why is my copy not working? And then they just write stuff and they actually don't have any of the prerequisites that are required to write good copy. And copywriting or a professional copywriter will probably tell you that more of time goes into actually researching your ideal client than writing the copy. Therefore, as an amateur copywriter listening to this right now, you should probably do the same.

Yeah.

So the first one is, who are they? Where are they now in relation to the problem or what they do or what you do? What are they struggling with on a day to day? So you could go a little bit deeper on what are they struggling with, but what keeps them up at night? What are their pain points? Like those type of questions. Then what do they want? Or like, what are their goals? And then how can we help them get their goals? And how is your advice that you're giving or your perspective, how is it unique?

Yeah. If you answered this or had this on a piece of paper. So like, what we highly recommend is like, really? And we're going to deep dive this with you today. Okay. But we highly recommend that you deep dive this and then read it before you make every single piece of content. Because if you write a piece of copy with this framework in mind, you are going to, first of all, halve the time that it takes you to write copy. Second of all, half the time that it takes you to write copy that actually generates leads and inquiries and sales. And third of all, you'll finally be one of those people that online when you read their copy, you're like, oh my God, they just get me. You're going to create that feeling for your audience as well.

But Tim, let's, let's give an example of bad copy.

Sure.

Oh yeah, let's go for all the fitness people on here. This might resonate with. You might just think this is dumb, but I'm running a 21 day fit challenge coming up. We're going to get fit, toned and lose some weight. Very bland. But you might be resonating with that because that's how you write. Or you might not be resonating with that because you're actually someone that goes deep into the pain points of what people want, their desires, their fears and their frustrations. So that's very like surface level copy. And as I'm hearing it, you're probably like bored and falling asleep anyway.

Okay, so Tim, let's break this down. So the first one was who are they? So this is the biggest pain point that I think we see as coaches who coach other entrepreneurs is that most people are too scared to niche. And so, you know, we just went and did a three day challenge about this or a three day event about this. And niche is by far the most common mistake that business owners make. So before you gave the example of the FIT challenge, because if it was, you know, 30 year old mums who just had a baby who want to lose 5 kilos post baby weight, it cuts through the noise so much more. You get a lot of people who are going to put their hand up because they're like, oh my God, that's for me, I really need that. Talk to me about why people avoid having a niche.

Yeah. So most of the time people avoid having a niche because they feel like they can work with everyone and they don't want to limit themselves to just one person because maybe they get bored of just working with that one person because they're trying to find meaning in their business instead of their life. Did I hit that on there, Steph?

Totally hit that on the head. I think that there's two parts to this. I think that the reason that people have that common objection, other than the finding meaning in their life thing, which is so true, by the way, is that they're too scared to niche down because they're, they're scarce. They're scared that if they cut out a portion of the market, then they won't actually get have enough clients to pull from. I can guarantee you there's enough mums that are postpartum that want to lose weight, that you're going to be fine as long as your message cuts through. The thing is, when you try and speak to everybody, you speak to nobody. You're going to make way less money by being general than you are by being niche. I think 2025 is the year for niche for sure.

Yeah.

How do you pick a niche?

How do you pick a niche? They need to have expendable income to pay for your thing. They need to be easily marketable and they need to have a problem. And the main problems are in health, making money or improving relationships. They're the three niches and the hundred sub niches of each of those where a lot of people do really well. And so I hope you're in one of those. I hope your ideal client or target market has money or the expendable income to pay for what you are. And they're easily findable online. If you're trying to market fishing gear to Eskimos and they don't have social media or Internet, you're going to have a very hard time. So they have to be marketable.

Interesting analogy. I want to talk about really quickly. What's the difference between picking a niche based on demographics and psychographics versus picking a niche based on problem and pain point?

I think demographics and psychographics are a little bit done to death, like, oh, I'm a fitness coach for mums versus with the pain points in mind. Oh, I'm a fitness coach for mums who want to lose 5 kilos postpartum. So we're just adding in more qualifiers in there and getting a little bit more deep. So instead of being super shallow and wide, we're going deep and narrow. And every pain point or every psychographic we add makes it a little bit deeper and more specific. But I think a common misconception here with niches, if I niche too Far other people are not going to want to work with me. And we get that in all the time in successful people come to us and they're exactly not coaches and consultants, but they're a rough subset of them or they have some commonalities with them. Obviously we still work with them in success school, but we're not going to market to them.

Here's the thing, you can sell to everybody, but you can't market to everybody. So we still have a lot of agencies that sign up. We work with a lot of copywriters, we work with a lot of website designers, we work with a lot of VA agencies. We have a lot of agencies that we work with. To be honest, we don't market them, but they come via referral and people sign up anyway because they see the results in our website and things like that. It's not that we can't sell to them, it's just that if we market to everybody. Hey, we work with all service based businesses everywhere, all the time. One, it looks a little scammy.

Yeah.

And two, it just dilutes our message. So when we niched in person, like personally, it was a huge game changer for our business. We highly recommend niching massive.

So number two. Massive.

Massive.

Number two, where are they now? Steph, can you walk us through your process for getting inside your ideal client's head to write them copy?

Right. So you know who they are. Ideally you've just picked a niche. Ideally your niche has a problem that you can solve. Okay. The question of where are they now? You really want to go like they're not like just in their lounge room. Okay. But where are they now is like.

Probably on the toilet.

Yeah. Scrolling on their phone. Where are they now in comparison to where they want to be? So for example, if you are a money coach and you want to help Your clients save $100,000 a year in their savings so they can put it towards buying a house. Where are they now? They might have $10,000 in some savings. Okay, cool. So now we know that there's a start point at point A. Your program ideally takes them from a point A to a point B. Okay. Point B being $100,000 in their bank account. So point A is $10,000. That's great. That's like the top level. It's like level A of understanding where they are now. Then there's the next level down, which is. Okay. And how does having $10,000 in their bank account currently make them feel it? Well, it probably makes them feel uncomfortable because they don't feel like they have enough there to feel safe. They feel like every time they buy a holiday, you know, two or $3,000 just magically disappears out of their account. They feel like they can, and it's always stagnant or even worse with inflation, it's actually going backwards. They don't feel safe making financial decisions, they don't feel like they can invest, and they feel really trapped in their job. Okay, so that's level B. Then we go level C. Okay, and how is that affecting their life? Well, the way that she now shows up because she's stressed and feels trapped in her job is she's unhappy and she feels scared all the time because she doesn't trust herself with money. She also isn't trusting herself fully in her relationships. And you can just dive deeper and deeper and deeper and deeper on this person and all of a sudden you go from hey, I want to save $100,000 to you only. Having $10,000 in your bank account is actually not only affecting your life, it's affecting your career choices and your ability to make decisions on a day to day basis. And that's exactly why we want to help you to, you know, create $100,000 in your bank account. Not only so you can buy the house of your dreams, but so you can finally operate from a space of freedom and energy in your life. And so it's just a lot more powerful than I hope you set without a hundred thousand dollars. And I just ripped on that on the spot. So it's definitely not my niche and it's definitely not what I'm good at. But you can see that the messaging is already so much more powerful when you're able to just keep asking how that affects them and why, how that affects them and why. The next part is, what are they struggling with? So the question of, so you have like the niche you have where they are now and then what are they struggling with? Where does this go wrong?

What your ideal client is struggling with is not what you're struggling with. That's where most people go wrong, is they can't put themselves in the shoes of their prospect because they are not that person in this exact moment right now. Okay, huge mistake that a lot of people make with copy is they just assume that their thoughts, feelings, actions, beliefs, when they were this person at some time in their life is exactly the same. But you are not them. You are not living their experience, you are not living their existence in that exact moment. So it's really hard for you to write copy. Unless you've been that person. And if you want to get amazing at copy and you never want to have a financial issue ever again in your life, I would spend some time interviewing these exact people and asking them in their shoes right now, what are you struggling with? What keeps you up at night? How do you feel in this moment? Tell me the feelings. Okay, we keep saying feelings because copywriting is about eliciting feelings, okay? It's not about being like, I've got a challenge. And we're going to do 21 sessions in 21 days, and we're gonna leave you so fucking sore that you're not gonna be able to get out of bed and straighten your arms. People don't want that. They want the feelings.

Yeah.

That are associated with it.

I reviewed a landing page this morning for one of our clients, and it was. It was the first draft of her landing page. It basically had the name at the top, what the program was gonna do. And then it went into all eight weeks of the modules, and that was it. And it said basically, the landing page was like, the name, what it does, and the inclusions.

Yeah.

And it was actually. It was about confidence. There was nothing that was tying me. So it's like, hey, I have this thing. Here's what's included. Like, here's why you should buy it, like, from me, because I'm the person that you should buy it from versus, hey, you have this problem. And why is that a problem? And how is that affecting you? And let's go deeper and deeper and deeper, and then we're going to solve it. And I'm going to solve it through these eight mechanisms. Each mechanism has a training attached to it, and then you also get, like, personalized support, whatever, blah, blah, blah. And here's why I am the person to do teach it to you. All of that was missing except for the eight modules. And so it's really important, guys, like, when you are reading, like Tim said, about making people feel something, like, sales copy is not saying, here's the price point, here's all the inclusions. It's actually about making someone feel moved to an action, and that's what feelings will do.

Steph, do you want to give us the next one? Number four. What do they want? So where do we see this go wrong in copy?

Yeah. Cool. So we see this go wrong all the time. Like, if we use ourselves as an example. So we're coaches. We help our clients, you know, generate leads. Leads are not what they want. Leads are the immediate want. But what they really want is a business that creates enough money to help them have the freedom and the lifestyle that they desire. And so really understanding, there's the immediate need, the immediate want, which is the leads. But really, the leads mean nothing if it doesn't lead them to the outcome that they want of, like, the sales, the consistent sales, the passive sales, the sales, which means that they don't have to, you know, work very hard. They get to have clients come in, they get to have a lifestyle business. They get to travel, you know, six months of the year. Those things are the things they really want. And I think a lot of the time we see the what do they want go wrong? Because people, like, they want to lose weight. Yeah. But yes, yes, they do want to lose weight. How much weight do they want to lose? Like, let's get really specific, first of all. And second of all, what do they really want? Well, they really want to feel confident going down the beach with their kids. They really want to feel confident at school, pickup, wherever it is, whatever space it is in. They really want to feel confident in the bedroom with their husband with lingerie on. Like, they really, really want the other things, the intangibles that go with the tangible result. And so I think it's really important with sales copy to tap into both. So when you're doing this question here, it's not just like, yeah, they want to lose 10 kilos. Okay, and what would that allow them to do? Is the next question. And then lastly, Tim, how do we help them get it?

So obviously, if you're an expert in your thing and you get a result, and you have a process to get a result, that process can be turned into what they call in copywriting, a unique mechanism. So it's unique to you. And rebuttal or an argument we get on this all the time is like, the process I'm doing is not unique. I'm not unique. I'm not a special flower. I don't really know how this is unique, but you are unique. And everyone's unique. And their way of doing things is unique. Therefore, it can be a unique mechanism. An example of this, if you've seen Steph on my content, we talk about compound marketing, the paid ads, advantage, cold to sold. Any of these unique mechanisms to describe an outcome that we get, we put a little TM on it. Everyone thinks we're amazing and that this stuff actually works, but they are unique mechanisms that get a result. Everything that you do in your business has the ability to become a unique mechanism. The way you get results is a unique mechanism, but you just need to tell people how you do it and the process of it. And obviously that elevates how professional someone thinks you are and the confidence in your service. Other than that, you can create an offer and an offer around what you do. So, fitness example, I'm a fitness guy. We're going to lose four kilos in four weeks. For busy moms, that's a better example than I'm going to do a 21 day challenge and we're going to do 21 sessions and get really sore. Four week challenge, four kilos is an outcome on that and it's for busy moms. We have nailed that to death.

Yeah, totally. I want to talk about the unique mechanism thing just for one more moment. One thing I see with people when they start their unique messages, like, oh, yeah, well, I like they fill in an onboarding questionnaire and like they think that they're like their onboarding process or their, you know, client experience process is a unique mechanism. And sometimes it is, but more often it's not. The unique mechanism in your business is likely to be something that you have no conscious awareness of right now. So for example, if you were to look at the 4 kilos in 4 weeks thing, there would be in Tim as well. Tim's are very highly, if you guys don't know, he's a very highly educated scientist in with the body. Right? So if Tim was to run this, he would probably do it, you know, knowing from a scientific perspective exactly how many less calories they would need to eat, because they would definitely need to eat less calories, how many additional sessions they would have to do per week, how many calories they would need to potentially burn in those sessions, the average amount of steps they would need to do to burn X amount of calories as well to make sure that they could actually get that result. And he may turn that because there is a scientific process to that and there is a scientific process to everything that you do, even if you're not a scientist. And so it's really important that you just like you have a way of doing things. Like the way that Tim sets up ADS is genius. And there's a way of doing that. His way of doing it works. It works for all of our clients. And what he had to do was he had to go, okay, here is my process. I need to pull it out of what I do naturally and then I need to put a TM on it and create a process about it so that people can Replicate it. Most people, people just aren't doing that in a unique mechanism. They're just not pulling their conscious like all their unconscious competence forwards to be able to actually like get someone to resolve.

Guess how many calories it is to lose? 4 kilos. I did calculate it as you were.

As we were talking, how many calories?

30. 800 calories burnt. Negative.

Yeah.

That's a lot of calories.

That's a lot of calories. A lot of workouts. That's a lot of.

That's a lot of being sore.

It's a lot of not eating very much.

So if you guys got something from this, Steph has a little something something that we're going to invite you to.

Look, this is a great blueprint, right, like, and we went through this two weeks ago on our challenge and it was on our free workshop and it was phenomenal and people got so much out of it and it's harder to explain. That is to show. And so what I would love to invite you guys to do is to join our next workshop. Again, it's free. Guys, we are here. We're in our season of giving.

Yeah.

And we just want to help as many people as we can to just get some clients this year. Like small, small business owners got slammed last year and we're just so down to support you guys. So we have a workshop coming up in two weeks time. It's on how to get your next 10 clients. We're going to go through a bit of this. We're going to tie it all into making an offer and we're going to make sure that you actually get 10 clients in the next couple of weeks so that you can finally start this year with a bit of momentum and just get some runs under your belt, get a bit of motivation. So if you want to join us, you can click the link below in the.

What's the URL? We're really proud of the URL, Tim. So we have probably like 50 URLs account at the moment. So it's next10clients.com. I'm not kidding. I got that. So it's any X, T, like the letters? No, the number 1010 and then clients.com. so.

So if you want to join us, head to www.next10clients.com. We would love to have you guys there. We'd love to show you exactly how to implement this and so much more. Make it. Heck yes. Offer, get clients literally on demand in like how to install this into your business. We would love to support you to do that. So please join us.

Awesome. Guys. If you got some value from the show, please subscribe. We need to get those rookie numbers up on the subscribe, guys.

We're not begging, but please help.

Yeah, we're not begging, but please do it. I'm on hands and knees right now, so if you're watching, you can see that there. Thanks, Steph.

It was lovely to chat.