Most business owners don’t realize it … but the words you’re using in your marketing act as the gatekeepers to how much money flows in.

Use the wrong words in your marketing and it seems like sales and leads come in spurts or at best at a trickle … and you’re constantly in a state of hustling for business.

Use the right words in your marketing and you can have a fountain of sales and leads bursting forth overflowing your business with revenue and spilling over your bank accounts into your investments and net worth.

It’s the Biggest Business Mistake that’s Costing Entrepreneurs Thousands Perhaps Millions of Dollars in Lost Revenue

This is the biggest business secret that most people miss.

You can’t put your future in someone else’s hands and hope for the best. You’ve got to take charge.

That starts by understanding first the magic of words …and how if used properly they can persuade and influence people to write you a check or key in their credit card number.

Imagine not having to waste thousands of dollars on the incompetence of an agency or pull your hair out wondering why all that traffic to your website isn’t turning into as much profit as you hoped for … wouldn’t that be great?

How To Turn Words Into Cash – The magic of copywriting with Dan Lok

So what exactly is Copywriting?

  • We are not talking about trade marks.
  • Copy writing is the skill of turning words into cash.
  • “Copywriting is salesmanship in print.”
  • Keyword is SALES: Writing with 1 purpose and that is to SELL.
  • Convincing, expressing value, persuading and motivating people to take action.

Dan Lok’s New Definition

“Copywriting is using the written word to start, enhance or extend a relationship with a customer that includes salesmanship (sales-womanship) in print.”

Sales is the #1 skill needed as an entrepreneur

Sales is a form of communication & Communication = Wealth.

This means the more people you communicate to & the more people you deliver value to, the more money you’re going to make.  The power of written words allows you to use leverage to sell without your physical presence. If you can’t sell forget about being a successful entrepreneur.

So why is Copywriting important?

    • How does this relate to making money? Why not just sales?
    • Copywriting works all by itself 24/7. Even while you sleep.
    • You can make sales with out your physical presence.
    • When you do sales it’s one to one.
    • Copywriting allows you to influence people in a way that is scalable.
    • Out of ALL the skills in business, copywriting is one of the most valuable – and one of the least understood and least appreciated.
    • This is good news because you can learn it to dominate your competition.

Lets Talk About Why 95% Of Sales Copy Is Crap & Wont Make You Money.

One of the biggest mistakes people make is they talk to much about themselves too much. It’s all about Me me me me….

I’ve been in business for 15 years
I’ve done all these things
Here’s why we are so good

Your customers don’t care about you at all.
If you start with that you’ve lost them. Most entrepreneurs write in a way where its all about their ego. Versus getting into your clients ego. Focus on their needs and problems. What are they looking for? 

Common Copy Writing Mistakes (Audience)

  • Too many words
  • Too Complex
  • Boring to read
  • Tell doesn’t sell
  • Not targeted
  • Cookie cutter
  • Doesnt give their clients criteria
  • Not using the same language the customer would use.

Copy writing is not the kind of writing you learn in school.
Forget about what you learned in school. Copy is the spoken language in written form. Write the way you speak. You want it to be conversational.

Cheap Copywriting Mindset

Why pay for something new? We will just use what we have.

So you spend $1000’s building a new website but wont take the time to look at the worlds you are using. What are you communicating? What’s your message? You will work on everything else because you forgot that your copy was written by your teenage nephew when you started the company 8 years ago.

Controlling Copywriting Mindset

Assuming your client knows as much as you do. Nobody knows your business as much as you do. Don’t assume that they know. You are not your customer.

Tip: Dealing with clients

What do you do when your client wants you to do it wrong?
What is your client paying you for? Results or design? Sometimes you can get resistance with clients when you believe in a different way.

You can say “Let’s not argue, let’s test this.”
Create 2 versions and test them. It’s easy with google analytics to see which page is getting better results. When you have their best interest at heart you can argue with them. It’s okay. Just because they give you money doesn’t mean they are always right. Sometimes they’re an idiot. That where your expertise comes in.

Benefits Vs Features:
The Crucial Key To Selling

Stress the benefits over the features.

Benefits are more powerful & important than features but they work nicely when you combine them.

Whats a benefit?
What it means for you the customer.
You need to tell your customers EXACTLY what that means for them.
How it will impact their life.

Whats a feature?

  • About the product.
  • What is does?
  • What’s included?
  • What will they get?
  • What options are available?
  • How is it designed?

How do you turn a feature into a benefit?
Ask a simple question. So what?
So that this is what it means for you….

Come up with at least 3 features for your business and turn them into benefits by asking “so what?”

F: On Call Industry Experts
B: With over 70 years combined experience our expert advice help you solve software issues in minutes.

F: 24 hour service
B: No matter what time it is, or where you are in the world there’s always someone available to offer you support for troubleshooting technical issues.

Come up with a strong guarantee for what you do

How can you make it more specific?
Make it more sexy than just a satisfaction guarantee.
What does that mean for the customer?

What if they are not satisfied?
Hire me to write your copy. If you are not 100% satisfied I will re write it up to 3 times till your happy guaranteed.

If you don’t like the project we will give your money back.
A return on investment guarenteed of what you paid for your online store in 1 year or I’ll make up the difference.

One is satisfaction / service the other is result based

Fed X Guarantee
When it absolutely needs to be there over night.

Beauty Product

Look & feel 10 years younger in 90 days or your money back.

The Proven Copywriting Formula

The 10 magic building blocks of sales copy that sells your products like crazy.

This is the most important part of the workshop. Use this formula to craft up your sales message.













The purpose of the headline is not to sell it is to grab attention and get them to read the first paragraph. 

EXAMPLE: Why do people want to get into real estate?
Discover life changing career where you can control your schedule and determine the lifestyle for you and your family.
NOT: Want to attend our real estate class?

Dan Lok used these principles to turn around marketing. 
Would you like to make $50,000, $100,000, or even half a million in the highly lucrative real estate market in British Columbia.
Here’s the ebook where we send you free insider secrets to getting your inside real estate license.
Just ask for name and email. 


State the claim as a question.
Who else wants to ______________?
Would you like to … Benefit

Insider secrets to … Benefit
Insider secrets to getting your real estate licence in the fastest way possible.

Make the subject newsy
People want to know what is new. This captures their attention.
Answer the question of whats new
New Discovery …


  • Sets the criteria
  • What do your readers stand to gain from reading this?
  • Here’s what this web page is about.
  • Paint a vivid picture. Imagine…
  • Imagine setting up your own schedule and making more money on a single deal then you’re making in a whole year working for someone else …


  • This will establish your credibility.
  • Why should people listen to you?
  • What is your expertise / experience?
  • What makes you different / better than your competition?


  • What am I going to gain by buying what you have?
  • How are you going to solve their problems?
  • What are the benefits?
  • What are the common objections customers have?
  • Anticipate and handle objections
  • You’re probably thinking…


  • Brief statement that identifies a single benefit
  • This is for lazy people that don’t want to read and for scanners.
  • Use you’re sexxyest information
  • Basically like mini headlines that summarize your main points
  • Combine Features with a benefit


  • Consumers today are more skeptical than ever. People have been ripped off too many times
  • Get LinkedIn recommendations!
  • What have other people experienced working with you?   
  • 3rd party verification that your product or services does what is supposed to do.
  • Way more powerful that saying yourself.
  • Video testimonials are better.
  • Written testimonials should have:
    • A picture.
    • Full name
    • City Written testimonials should have:
    • Job title.


  • How is it worth the money?
  • Highlight the value to the offer
  • How can you make it a no brainer?
  • You can do this (Explain bad option) or our offer (make it sound better)

Option 1. You can give up on your dreams. But let’s be frank you wouldn’t have read up to this point if you wanted that. You’re here because you believe that you want a better career than the lifestyle you have now.

Option 2. You can study on your own. Tough and time consuming. Big textbooks.

Option 3. You can enroll in our course. Step by step.
Exactly what to expect…



  • Consumers today are more skeptical than ever. People have been ripped off too many times
  • Get LinkedIn recommendations!
  • What have other people experienced working with you?   
  • 3rd party verification that your product or services does what is supposed to do.
  • Way more powerful that saying yourself.
  • Video testimonials are better.
  • Written testimonials should have:
    • A picture.
    • Full name
    • City Written testimonials should have:
    • Job title.


  • Melts through sales resistance.
  • Perfect for selling something that cost nothing to reproduce.
  • Like software or online programs.
  • Some people will rip you off but you will get so more sales easier.
  • If you refund rate is really high that means you need to improve your product / business.
    • SOFTWARE / PRODUCT: 30 day money back guarantee.
    • SERVICE: We will keep working on it until your 100% satisfied. Guaranteed.



Give them a deadline to take action

  • People procrastinate & never end up buying
  • Procrastination KILLS sales
How will they lose out if they don’t buy now?

  • Only available for a limited time
  • Price may increase or a special discount if you buy today.
  • Only 100 seats available. Tickets are running out.
  • Make it real don’t make stuff up that’s not true cause that destroys customers trust
  • Contest ends soon!

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