Hey, Ben Adkins here with Fearless Social and ScriptDoll. Welcome today to a little bit of a bonus call. And when I say bonus call, that’s sort of misleading because I think that what we’re about to do today should be required viewing for everybody that’s doing copywriting, everybody that’s using ScriptDoll, everybody that’s trying to sell something online. Because the very simple thing that we’re gonna do in the next 30 minutes to an hour is get you prepared to be really good at selling anything, not only online but offline. And then we’re going to sort of transition from that into using the ScriptDoll interface. So, I’m extremely excited because I fully believe that everybody out there should be leveraging the internet to sell their stuff and they should be able to write really good copy especially when you’ve got a tool like ScriptDoll at your disposal.
So, first things first. Let me go ahead and stomp on a couple of things that I think a lot of people get confused with when they look at a tool like ScriptDoll which helps you write sales copy. ScriptDoll is not out to replace copywriters. It was never designed to do that. It was never designed to be in a position to where it would put copywriters out of work. And I’ve seen a lot of people since ScriptDoll come out, come out with various pieces of software, various services that, you know, kill your copywriter, you know, you know, down with copywriters and that’s just a load of crap. And we’ve had a lot of pretenders come out since we came out. And that’s been sort of their mantra because they thought that that was a good selling tool. And to be honest, it’s a great selling tool but it’s a complete load of crap. Okay? You are never going to be able to build a tool or a piece of software that completely replaces and takes over the value of a human copywriter.
So, with that said, what does ScriptDoll actually do? Well, what ScriptDoll actually does is, if you understand a few core concepts of copywriting, it saves you the time of all the crap work. So, all the stuff we have to go through as copywriters that is sort of the mindless task, which actually is about 80% of copywriting, the stuff that just sucks and it’s not really using your brainpower, that’s where ScriptDoll comes in. It does all the grunt work of copywriting for you so you can do all the intelligent parts of copywriting.
So, a couple of key things about ScriptDoll real quick, and then we’re gonna get into some of just some really general key stuff that you have to understand about copywriting and selling. Let’s go through sort of what ScriptDoll’s really good at before we get started. Now, here’s the core basic concept of ScriptDoll. Okay? The core basic concept is this, you go into ScriptDoll, you answer a set of questions. Super simple, you answer a set of questions. It’s gonna ask you, and you answer those questions. Now what this is designed to do, this is the set of questions, before there was ever a tool that did this, this was a set of questions that I made myself answer, made myself answer, made my copywriting staff answer. I made them answer this stuff before we ever put out a product. Now, why would I do that? Why would I make us answer these questions before we actually even wrote the copy?
Well, the reason is this. If you answer these questions, and you can answer them and you can do it easily, it means you actually have a grip, a really good grip, on who your audience is and how the product benefits them. How many of you have ever felt like you put together a product, you built a product, you know, physical or digital service, whatever it is, how many of you have ever felt, you put together a product and then once you got it out, you didn’t know how to sell it? Who’s been there? I’m raising my hand because I’ve been there before. But you put together a product thinking, “Oh, this is something the world needs.” And then when you actually got to wanting to sell it, you had no idea how to sell it. The reason is, is because you probably didn’t have a good concept of why the world even needed the product in the first place.
Now, here’s what’s really interesting. I’m gonna give you guys a really big secret. How many of you guys here are digital product creators? Who’s a digital product creator, meaning a how-to, something like that? Who’s a digital? It doesn’t matter if you’re not but if you’re digital, say “yes” in the box right now. Let me let you in on a huge, huge secret that’s going to save you a ton of time and a ton of money and a ton of frustration. Before you go do your next product, before you create your next product for your audience, what I want you to do is I want you to use ScriptDoll to write the copy to sell it before you even create the product. How many of you that makes sense to you right out of the gate? I’m gonna explain it. But how many of you that makes sense to you right out of the gate?
Before you even create your product, come into ScriptDoll, fill out these nine areas. Fill out these nine areas and I promise you, if you can fill out these nine areas before, these nine little sections here if you can fill those out before your product even is created, by the time you get to creating your product, you will create a better product. And you will be able to sell that product more effectively. This is why. To answer these questions, you have to have a hold, a really good grip, on who, exactly your audience is, and exactly what they’re struggling with.
Now, to do those things, to do those things, before I ever even get started with ScriptDoll, I have four questions that I answer. Would you like to know those four questions? Before I ever get started with ScriptDoll and filling out these fields, would you like to know the four questions that I ask myself about my audience and my products? Some of you know these questions because this is a cornerstone to everything that I do and I’ve been teaching this for a while now. Here are the four questions. You ready? Tell me if you’re ready. Give me a “yes” in the box if you’re ready for the four questions. This is the core of selling online. This is the core of selling offline. This is the core of everything. Okay. So, here’s the four questions.
Question number one, where is your prospect right now? Not like where in physical location type stuff, but where in their life are they right now? What is going on with your prospect right now? Are they a single mom? Are they a new business owner? Where are they right now? And when I say where are they right now, you wanna start thinking of the struggles that they’re going through right now with wherever they are. If they’re a new mom, it’s a single mom. You know, there’s a certain level of struggles. If they’re a single mom and they’ve got a teenager, that’s a different set of struggles, isn’t it?
So, what you wanna do is, when you look at where your prospect is right now, you’ve gotta think of what’s their situation, be as descriptive as possible, and really get down to what they’re struggling with. Does everybody have number one down? Where is your prospect right now? Okay, good.
Number two, where do they want to be? So, they’re at this spot right now where maybe they’re struggling with certain things because of, you know, whatever happened in their life, but now you gotta say, “Okay, where do they actually want to be?” So, if that means they wanna add an extra $5,000 to their bottom line, that’s where they wanna be. They wanna make $5,000 more a month, or they wanna make an extra $500 a month. Let’s not get crazy even, right? But you have to really lock into, if that’s where they are in question number one, in question two, where do they wanna be? That’s a pretty simple one. Right?
So, here’s the next one, number three. This is probably the most important one. Why do they want to be there? So, number two, we talked about where they wanna go. Number three, you have to start being specific as to why they want to get to that place. You know, what about getting to that place, what stressors they’re taking off. Why do they wanna make that extra $500 a month or extra $5,000 a month? What are the things that that would be able to afford them? Why do they want to be able to grow the best tomatoes in their neighborhood? What is it behind it? Is it because they want to impress their neighbors? Is it because they wanna eat better food, more healthy food? What is it that actually gets in there? Does this makes sense to you guys so far, the three questions? Does this make sense so far?
If it makes sense so far and you fill this out for your people, the next question starts to get really easy. How does your product get in there in a unique way? So, if you know who your prospect is, and where they are at right now, if you know what they want to be instead of where they are right now, and you know why they want to be there, the only thing left is how your product gets them there in a unique way. Now that, of course, does not get you 100% where you need to be. But I’m telling you right now, if you can answer those questions in a very specific way, if you can answer those questions, those four questions in a very specific way, then you can get there quick.
And I’ll just put these on the screen real quick so you guys can see this. But here’s the four questions. Super simple. Let me make ’em super big for you. Here we go. Where is your prospect now? Where do they wanna be? Why do they wanna be there? And how does your product get them there in a unique way? If you have those down and you’re ready to move on, let me know by saying “yes” in the box…Okay. Good, good.
So, if you have that very general understanding now, you’ve gotta be detailed with your answers here, but if you have that very general understanding of that, then the next part starts to get easy. That’s when we go over to ScriptDoll. And like I said, before I even create my product a lot of time, I’m over in ScriptDoll writing the copy for it. Okay? So, once you have those things, now it’s time to start filling out ScriptDoll. Now, I’m not gonna make you guys watch me fill these out, but I’m just gonna pull up a pre-done profile because that’s always an easy way for me to get started because I can just change out details.
So, let’s say that my product has to do with training a dog at home, right? Let’s say that my product has to do with training a dog at home and I’ve got one of these already built. So, let me just go out here and let me actually pull this up, how to train your dog at home. So, this is a profile that’s pre-done. So, if I’m answering the questions about this, my target prospect is 47 years old, female, makes $30,000 to $60,000 a year, has children, and has some college education. Let me ask you guys right now, everybody sitting here listening to this, do you start to have a picture of this person in your mind based on those things? And go back and think of the four questions too. Now, go think of those four questions. Are you starting to be able to picture this person in your mind? And it’s a very vague picture at this point, but are you starting to able to picture what their life is like? Yes, okay.
So, as we move forward, we start getting into product details. So, the name of the product is “How to Train Your Dog at Home.” The product is a book. The person that we’re talking to, this 47-year-old female is a frustrated dog owner who’s trying to get their pet to behave. So, their pet’s not listening to them. You know, it’s peeing in the house. It’s barking. This dog is not being good. How many of you, at this point, with just what we’ve got filled out so far and some of the things that I’m about to hit are starting to get a clearer picture of your prospect in your mind? What they’re dealing with? Now, remember they’ve got kids. They’ve got a dog. Okay.
Now, the main goal is just to teach the dog some basic commands that will encourage obedience. They’re not looking to teach their dog to go sit on the toilet. They just wanna teach their dogs some very basic commands that their dog will understand what they’re saying and listen to. Okay? Specific end result, train the dog to sit, stay, walk on a leash, and become housebroken.
Now, real quick, back to the four questions. So far, do we sort of understand where our prospect is right now? Do we have a better idea of where they want to be after we look at this, specifically, what they wanna be able to do? Yes or no?…Everybody understand? Give me a yes if so.
So, the key here is, we’ve already started to answer these first two questions. Okay? And really, we’re probably getting a good idea of number three, too. Okay? In our heads, we’re probably starting to imagine those things. Now, here’s the thing. How much time did it take to get to the specific end result? Now, what is this? This is where we tell them you can get from number one to number two in four weeks’ time. Okay? Now, this launch date just depends on when you’re launching the product. If you’re not launching the product, don’t worry so much about it, just put in a date. Okay? If you ever run into a field in ScriptDoll that doesn’t really apply to your thing, all you need to do is fill it in and you can handle it at the post-editing phase. So, there’s our product information. Struggles.
Here’s where we get deeper into the real reason behind this. So, they’re currently struggling with getting a dog to learn new commands or repeat the wanted behavior. So, in order to teach the dog basic commands, this is what they’ve done so far. Now, this section in particular, it’s so huge. Why is this section so huge? We’re at tab number three, what’s not working now. If you can effectively let somebody know that you understand what they’ve been through, are they more likely to listen to you when you have a solution? Let me ask that to you again. If you can effectively demonstrate that you understand what somebody has been through, are they more likely to listen to your advice? Yes or no?
Here’s the thing, how many of you have ever had a problem and you feel like you’ve been deeper into the problem in trying to solve it than anybody else? So, when they say, “Oh, I know how to fix that,” you don’t listen so much. But if they say, you know, “We tried this, this, this, and this and none of it works, but finally we tried this and it did work,” are you more likely to listen to them? Absolutely. So, here’s what we’re doing. We are going through the things that they’ve probably already tried and we’re giving an idea of what the poor outcome was of that thing that they tried.
Now, if you have to know your prospect and their problems pretty well to be able to fill this out, yes or no? How many of you that have ever gone through ScriptDoll already have been a little frustrated at how hard some of this was to fill out? Yes or no? Give me a “yes” if you’ve been a little frustrated at how hard it was to fill to some of this out before. Yep? Here’s the ballgame. If it was hard to fill out, it means you didn’t know your audience or your product well enough. I’m sorry, there are gonna be a lot of people that tell you that, “Oh, it’s an easy to fill out thing and you can fill it out in three steps and then you can write copy.” Well, that’s bullshit. That’s not gonna work. That’s not gonna work.
The reason these things are hard to fill out is because if you get the impression for even half a second that these are hard to fill out, it’s because you don’t know your product or your audience well enough. So, I understand. It sucks. Sometimes when you’re sitting in front of this and you say, “Oh, God, I coulda filled that too and I don’t know how to answer that.” But if you don’t know how to answer it, it’s kind of on you. And listen, I am the guy that has sat in front of ScriptDoll before and I’ve been frustrated because I didn’t know how to fill it out. And what I had to sort of keep in you know, my head and internalize, was that I did not know this new audience that I was after as well as I would have liked. Does that make sense to you guys? Does that make sense?
So, understand we have built in to the editor, that if it’s hard to answer, it means you don’t know your audience well enough. But now you can pinpoint the area that you don’t know well enough. So maybe you have a product but maybe you don’t know the struggles they’ve gone through. Well, you need to do some research. How many of you think it’s super simple to go on the internet these days or pick up a phone and call a friend, and figure out this stuff. Yeah, it’s not hard to go through the struggles and find out what they’ve already tried that didn’t work. You just have to put out the effort.
So, this is important, though. And I like to go through this like this because you gotta understand how stinking important it is to fill this stuff out, okay, so important. Because if someone understands that you understand what they’ve been through, they’re more likely to listen to your advice when you tell them what they need to be doing instead. Okay?
Now, here’s where we do a little price framing. Okay? So, we just talked about some of the struggles. This is sort of the same thing. But this is where we actually tie, this is actually where we tie cash to it. So, here’s some stuff that they could do instead that probably would work just as well as our product. Now, here’s the difference between these two. Here’s things that they’ve tried that were probably around the same price level, do-it-yourself type of stuff, and it didn’t work. Here’s some stuff that would probably work as well as your product, but they’re gonna be more expensive. Does everybody understand the difference between these two sections? Because I think sometimes these can be confusing.
What’s the difference between what’s not working right now and the alternative solutions? Well, these alternative solutions are probably things that they haven’t tried yet, but they might try and they probably would get good results, but they’re expensive. So, you can dash those down by taking care of price. Does that make sense to everybody? Give me a “yes” if so. Because this is something that once I learned the difference between these two, and this is way before ScriptDoll even existed. Once I learned the difference between these two, it was huge. Just to understand, these are things that they’re probably gonna try on their own that aren’t gonna work. These are things that they could invest in, that probably would get them a result, but are gonna be more expensive than your solution.
So, this allows you to not only differentiate yourself here with other products that don’t work, but it basically involves a way for you to differentiate yourself from solutions that actually do work, but are gonna be more expensive than yours. So, we’re gonna price-frame a little bit to do that. Could I move on to the obstacles change and accomplishment section? Give me a “yes” in the box if so. Is this helping you by the way? For those of you that are here live, is this sort of giving you an idea of how this is all supposed to come together? We’re getting deep to some copywriting stuff. But understand, ScriptDoll was built to not only write your copy fast but teach you how to write better copy without you having to write copy. Okay, good.
Here’s the deal. I want to show you how this works so that we’re there. So, let’s get into obstacles. So, when we go to obstacles, this and this, these three sections here, these three sections, this is where we get into transition. So, I have this concept that I wanna explain to you guys called Superman versus Batman. Okay? Now, take this in real quick. How many of you think that eventually someday if you work hard, you could turn into Superman? Is there any way? And if you don’t know the story behind Superman, he’s an alien, right. You’re not ever gonna turn into Superman and have his powers. But how many of you think if you worked hard enough, if you learned the things that you needed to learn and you busted your butt, you could turn into Batman? Yeah. Batman’s a human being, right? Batman’s just the guy who’s got a lot of money, but he’s got a lot of training, and he uses it.
So, let me ask you something, if we really set our minds, and it’s, I know it’s a crazy example, but if we really set our minds to being this superhero, let me ask you a question, who could you more likely become? Batman or Superman?…Batman or Superman? Batman, all right? So, let me ask you a question. How many of you have ever read a piece of copy where you felt like they were trying to convince you that you could become Superman? Think about this. This is a game changer for you if you get this concept. How many of you have ever read a piece of copy that sort of made you feel like they were trying to make you become Superman? Yeah, we see this crap all the time, guys. We see this crap all the time, people putting something in front of you that you’re gonna be a millionaire in the next 12 months. It usually doesn’t work that way. And I just wanna be real with you.
So, what the key core concept is there’s the section of copy, there’s this one section of copy, it’s about midway down the page in written copy and it’s what we call the big transition. Okay? So really good copy does this. Really good copy says, “Hey, I am an expert on this but I used to be just like you. And if you get this product, you can get to where I am now.” The problem is, is if you make it look like you’re Superman when you’re writing copy, which is something that a lot of people wanna do, someone will never believe that they can get there because they think that you were born with the things, instead of you learned how to do the things. Does that make sense?
So, this section, number four, this one section is the thing that sort of helps you destroy the Superman concept and it takes it into a more of a Batman-level type of thing. This is what shows them that you used to be just like them. By the way guys, I wanna just give a compliment out. Can I give a complement out real quick? After me and Larry went round and round for a couple of minutes, Larry’s still here learning. You gotta give props for that. Larry’s still here. Larry still wants to be a part of things and that takes some guts, man. So, props to Larry. I gotta say, it’s pretty good. I feel like I gotta reach out and say, hey to Larry and say that’s pretty awesome. So, Larry, if there was any flack between us now, he just redeemed himself to me. That’s pretty good. All right.
So, let me get into this real quick. So, obstacles. This is where we distinguish that we used to be just like you. Okay? Before I achieved my current level of success, I ran into several obstacles. The three biggest roadblocks that stopped me from reaching my goal were this. Now, you know what we’re doing here. How many of you have picked up on what we’re doing here? “I didn’t know how to do these things. I didn’t have the time to dedicate to dog training around the clock. I didn’t have the patience to continue with dealing with my dog. Now, listen to me, I didn’t know how to effectively use positive reinforcements that would trigger this stuff.” What you’re doing right here, it is simple as it is. You’re just telling them, “Hey, I’ve not always been perfect. I struggled with the same things that you struggled with. I ran into these obstacles too.”
And if you do that, what you’re telling them, quite effectively, might I add, is that, “Hey. Man, I’ve been there. I’ve been there. I’ve done that. I was not always in this spot that I’m in. I used to be just like you. But then something happened,” and this is the transition. This is the idea event. “Then something happened. I discovered a few reliable training methods that produced the same positive behavior over and over again.” So, with our dog example, this is where we turned into Batman. After a ton of research, I discovered a few methods that actually work and that’s when everything turned around.
Now, if we were to isolate everything to just this, obstacles is where we were, this is the transition, this is the accomplishments that we had because of that. So, because I found the solution, I’m now able to do these three things. Does everybody understand how important this particular section is just because, just because it lets them know that you’re a human being just like they are on the other end of the computer? This is the stuff that I don’t normally get to teach with ScriptDoll by the way because, I think, it’s something that not a lot of people want to dig into. But if you’re here, it means that you do. And understanding, getting this filled out, places you into “I am a human being” category.
And listen, get away from the whole “I am the guru, the all-knowing” because that doesn’t work. You gotta let people know that you’re human, that you have feelings, that you are a normal down-to-earth person who doesn’t have it all figured out. But you’ve got this thing figured out, but you didn’t always. Because if they understand that you didn’t always have it figured out, and now you do, that sets you up to be in a position where they believe that they can do it too. So, the more human you are in this particular section of your copy, the more they’re gonna understand that they can do it too. How many of you would rather be positioned as the guru who is all-knowing, who seems like Superman versus the person that makes a whole heck of a lot of money or gets a big result, lost a lot of weight, but you’re just a normal guy. Who do you think’s gonna end up with more money at the end of the day? Who do you think’s gonna end up with more money at the end of the day? It’s gonna be the second guy.
You know why I love Tony Robbins? Do you know why I love Tony Robbins? Like, Tony Robbins is a Superman figure to me, but also, he’s a Batman figure because the guy’s got a great normal story. He has struggles in his life. He’s human. The beautiful part of why Tony can sell people just about anything that he puts out is because he still somehow appears human when you really get to the core deepness of that guy.
Okay. Now, let’s move on to the probably, if this isn’t the most important section, this next one is, features and benefits. Now, this one’s tough. This one’s tough because the number one thing that I hear out of everybody on the future benefit section with ScriptDoll is, “Ben, what if I have less than five. What if I have more than five?” There’s a reason that we went in and made it five. Okay? There’s a reason that we went in and made it five. Most people, when they are reading copy, and this is based on just a ton of data that we’ve pulled over the years, most people when they’re reading copy can wrap their mind around five major, five major feature benefits. Does that make sense? So, if you can nail down, like, three is okay, four is okay, seven’s okay, but five is sort of that magic number.
Now, within each of these, could you do additional feature benefits of what’s inside those sections after ScriptDoll spits out its stuff? Well, absolutely, you could, absolutely, but you don’t have to. This will give you everything you need to have a good piece of copy that will convert. Now, these better be your best five, right? These better be your best five. When you actually get this done, and you actually are filling this out, this needs to be the best five things about your product. Okay? So, when I do this, I wanna make sure that I write this.
Now here’s how this works. This product will help you achieve your goal because it has the dos and don’ts of potty training. Now, let me ask you something. Is this a feature or a benefit here, feature or benefit?…It’s test time, right? It’s test time, feature of benefit? This is a feature. This is a feature. This is how you can tell. It’s a feature because it doesn’t really tell you why it will benefit the person on the other end. It’s just something. The barn is red. Can anybody tell me why the barn being red is a benefit. We know. So, it’s a feature, right? The benefit of the barn being red it’s good for you because it’s the cheapest paint out there. Who cares what color you paint the barn, right?
No, but here’s the deal. A benefit should always have a statement before it that says something like, “It’s good for you because…” If you can say, “It’s good for you because so, it’s good for you because it’s gonna prevent your dog from having accidents inside that will damage your home.” Well, that’s a benefit, right? So, understand, up here is your feature. Here’s your benefit. So, the product will help you achieve your goal because it has this thing. So, it’s because it’s red, the barn is red, which is good for you because it’s the cheapest paint out there and it’ll save you money.
So, can I give you guys a quick little hack? A quick little hack? Now, this won’t always work. But I can save you some time, and it’s just a cool thing that you can do. When you’re going for feature or benefits, the easiest place to go when you’re actually going to the benefits section is time or money, okay. Time or money. Time or money. If you’re trying to figure out what is valuable to somebody, time or money is usually pretty valuable. All of the big things that we want usually come down to time or money. Now, we can get into pride too, but time or money are go-to’s.
So, in this section, it’s good for you because it prevents your dog from having accidents inside that will damage your home. That’s a money thing, right? So, when you go to this, just think, “When I go to my benefit, is it a time or money thing?” Now, it won’t always work 100% but there you go. Does everybody understand this? And when we fill out the money stuff, we’re just anchoring what it would be worth to them…Good. I recommend that you fill out all of these. It will not be the case in the next section.
The next section is where we do bonuses. Okay? You don’t have to have bonuses. Like, if I have no bonuses, I’m not gonna fill this out, just not gonna do it. If I have one bonus, my advice to you is fill in the one bonus and then just put a letter, like the letter R in here and you can pull it out in the copy later. Okay? The reason we do three bonuses, does anybody know? There’s actually something behind this too. How of many of you have ever bought something from me? How many of you have ever bought something from me? If you pay real close attention, 95% of the time, there’s 3 bonuses. Now, I have no idea why this works this way. I’m gonna be completely upfront with you. I wish that I knew what was up. I wish I could point to it. All I have is the data.
When we have one bonus, we do okay. It helps convert a little better. When we have zero bonuses, it definitely doesn’t convert as well. When we have two bonuses, it converts okay. It’s decent, it’s a little better than one bonus usually. When we have three bonuses, it converts really well. If we do four or five bonuses, it doesn’t seem to affect it at all. There’s something about three bonuses, if you do the bonuses correctly, which I’ll go through in just a second, there’s something about three bonuses on top of the product that you already gave them, that seems to up your conversion a lot. I have no freaking clue why it does that. If any of you have any idea why that might work that way, I would love to hear your thoughts on it. I have no clue. All I know is, three converts better than one and zero and two. Three also converts better than four or five. There’s something about that number three that works.
Now, with your bonuses, with your bonuses can you guys do me a favor? This is game-changing for you guys if you’ll take this all in, okay. This is game changing. How many of you are so in love with your product that you can’t find, that you can’t find the problems? How many? I’m raising my hand. I’ve been there before. How many of you have ever fallen in love your product so much that it was hard to see the problems? If you take a more evolved look at your product, it’s easy to find the holes in it, right? How many of you have ever looked at your product and said, “Oh, I can definitely see the weaknesses of my product?” It will solve the problem but there are some weaknesses. That’s what the bonuses are all about, guys. The bonuses, if you do them correctly, with these three bonuses, it should patch your three biggest weaknesses.
So, can I give you, guys an example of this? Can I give you guys an example of how this might work really well? We have a product that we put out called List Breakthrough. It’s probably one of the best how-to market to your list with a very defined sequence that’s out there, List Breakthrough, right? Now, with List Breakthrough, here’s the deal. What are the weaknesses? If this is a product that teaches you how to market to your list, what would be some weaknesses of List Breakthrough that you guys can think of right out of the gate? It just teaches you what to send to your email list. What are some weaknesses with this product? And those of you that own this know it’s a great product. But there’re some weaknesses, right?
There you go. Maryanne [SP] nailed it. Well, how to build the list in the first place. So, if I was gonna put a bonus in here, I could do how to build a list in the first place, right? And that’s going to make it far more desirable to a larger audience, right? So, the main product is all about, “Hey, here is how you go in and you market to your list.” The bonus number one will be how to build a list in the first place. So, we can have a little product that does that.
Now, another big key here is how to make sure that you hit the inbox because that’s not in the main product. So, the main product’s just sitting on emails and making sure that people, you know, open them and get clicks and you get a lot of engagement. But we don’t necessarily have something of how to hit the inbox, how to not hit the promotions tab. So, a good thing here would be how to not hit Gmail’s promotions tab. That’s something people would care about. Okay?
Finally past that. I might get into something of, well, we taught you how to build a list. We taught you, maybe, how to build the landing page. Here’s how you drive traffic to that landing page. So, we have like a Facebook ad something there. Does everybody understand how we sort of peg the holes with our bonuses? Awesome. Let’s keep going.
Here’s what funny. I wanna give you guys some good stuff here. This section is guarantee testimonials, all that good stuff. Okay, guarantee testimonials. It’s great to have testimonials. Do you have to use testimonials for the product that you’re selling to have good effective testimonials?…The answer is no. Here’s the key. You want to have one of two testimonials. The best testimonial you could have for this product is a testimonial for the product. But if you don’t have that because maybe it’s a new product, get some testimonials for you, or your company because that’s the next best thing. If I have a past set of products that we have testimonials on, if somebody is saying something good about our company, you can use those too and those still count for something. Okay? Those still count for something. So even if you don’t have testimonials for your exact product, you can definitely use testimonials for that. Okay?
Greg. “I just came in and arrived late. Will the replay be sent out?” Yes. I promise I’ll get you guys a replay. We’ll probably cut a couple of things out here and there so it’ll be a little more concise, but yeah. We’ll have a replay for sure.
One more quick tip. In all of our testing of those four options in the guarantee, which do you think converts the best? Which do you think converts the best? Of those four options on the guarantee, which one do you think converts the best? This is weird. This is the weird, you know, and I’ve gotten this data from different companies. It’s 60 days. Sixty days is the one that seems to make the most impact. You would think a 90 day or a lifetime would make a better impact, but no, it’s actually 60 days from the data that we’ve been able to pull and that came largely from some of our friends that run ShoppingCart. So hopefully, that helps you. I’m all about giving you those little things that make a difference. Okay?…All right.
Moving forward. Here’s where we get into scarcity and when you’re closing things down. Is it a good idea to use availability or time-based scarcity when you’re marketing your product? Yes, it is. It forces people that are on the fence to get off the fence. There’s nothing evil about it. There’s nothing wrong with it. Does that mean you have to take your product off the market? No. It just means that maybe the price goes up when it’s all said and done. But here’s the thing, do not, do not put in scarcity without a reason for scarcity. So, if you go in here and you do availability or time-based scarcity, tell them why, okay. Tell them why. Maybe it’s just because you have a limited number of copies. But let’s get better than this. Let’s go in and let’s say it’s because at this time, the price doubles or the price goes up to this amount, okay. Give them a reason. Sometimes that reason is just because you want to reward people that take action. But give them a reason why it actually happens and then quick call to action.
Now, company information, this one’s pretty easy. Just fill out your stuff. There are just a few templates that’re gonna be coming down the road. And one template that’s currently in ScriptDoll where this actually makes a difference, but it’s good to get it in there. Now, what sort of separates ScriptDoll from everybody else, from everything else that’s out there? It’s this. Once you go through the trouble that you just went through, and it’s not easy to know this much about your product. The majority of people out there that create products don’t know that much about their product and that’s why they struggle. Have you ever wondered why 90% of people don’t ever make much money with their online business or with any business they put out there? It’s because they don’t know these questions. I promise you, well, sometimes it’s because they’re lazy. But if you know this stuff, it means you know your market well enough to crush it.
Here’s the thing about ScriptDoll that’s different. Once you go through all this effort, you’re done. You click the save button, now you can create any of these that you want. So, if we go to sales letter, and we go in and we select one of these, “How to Train Your Dog at Home,” we go in and we select these, I can turn the bonuses on or off. I can turn the testimonials on and off. I don’t want any of this right now. I don’t want testimonials. I really don’t want bonuses right now. And I can generate this pretty much on the fly. I could instantly go over here and generate another one on the fly. And it’s all done. So, I go open this, I open this and now, I’ve got two different sales letters to choose from all with my data already put in here. This is ready to move over to a page builder and put your copy in. Does that make sense to everybody? Does that make seen to everybody? Just making sure…
So, the number one key behind this, the number one key behind this guys, is I promise you that when you generate this profile, it will be excruciating. Let me repeat that. When you go through and generate this, sometimes it will seem excruciating to do. Could I make this shorter and sell more copies of ScriptDoll? If I made this shorter and easier to fill out, do you think that I could double what we sell at ScriptDoll because it would be quicker to write? What do you think? You think I could? You think I could sell more of ScriptDoll? Absolutely. From a Ben making money standing point, if I made this easier to fill out, I could make a whole lot more money.
But guess what happens when I do that? Guess what happens when I take out these questions that you have to fill out and it becomes easier to fill these out? It means that what ScriptDoll spits out on the other end makes you less money. And that is the key. Because we force you to fill these things out, we force you to think through those problems about your product and your audience, it means that what ScriptDoll spits out on the other end actually has some value to you. If you’ve ever wondered why ScriptDoll is around two years later and so many copycats like get to fall in the wayside? It’s because we actually force you to write the stuff in that makes people money. People make money with ScriptDoll when they use it.
Now, just straight honesty, though, do you think that I struggle filling out the profile stuff? Ben Adkins, the guys that build the tool, do you think I struggle filling out these things? Holy crap, do I. I’m gonna tell you, I hate, hate, hate having to go in and fill out these things. I hated it and having to do it before ScriptDoll existed because I did the same sort of process with this. But you know what? When I go through this process and I actually do this, I make a lot, and I’m talking insane difference in the amount of money that I make when I fill these out and go through the process and go through that.
So, it’s a temporary, “Oh, my God, that sucked to have to fill these things out.” But man, when you get on the other end, and you can write as many email campaigns as you want, as many video sales letters as you want, as many regular sales letters as you want because you went through that process and they actually are good, and they actually convert. To me, that’s worth having to go through that temporary pain. Would you agree? Would you agree?…Because all I really care about is do you make money with what it spits out? And if I was to just give you something with a bunch of templates, with places that you could fill in stuff but it didn’t force you to think about it, it wouldn’t be as good, I promise. Awesome.
How’d we do today? How’d we do today? Did you guys pick up some stuff? As I said, the ScriptDoll interface is gonna be changing from this in the next little bit. We’ve got an update coming very soon. I think you guys are gonna really freaking love this update because it makes it easier to watch your copy being written while you’re filling this out. Which means I think, you’ll be able to write even better copy because you’ll get to see it done live as you’re actually doing this which is pretty freaking cool.
Are there any questions before we cut for the day? Like I said, I wanted to be thorough and I feel like we were thorough but I don’t wanna keep you too long. But, I will stick around as long as you need to answer questions. By the way, props to my boy, Larry. He’s still hanging…Good. good, awesome.
So, guys, I really, really encourage you, I really encourage you. If you have any questions about what we’re doing, how to use ScriptDoll, don’t get frustrated. Hit up our support desk. We wanna help. I have gone in and looked, I have logged into somebody’s account before, I’ve logged into several people’s accounts, actually, looked at their copy and helped them sort of work out some issues with their particular product. We want to make sure that this tool works for you. I don’t want to ever go to the side of making the tool ineffective because we make it easier to sell on our end. I always want it to have this section where you actually have to struggle a little bit because that’s what copywriters do. We struggle to get to know the product well, to be able to sell the product well. And that’s what this section, this is what I call the struggle section. But man, when you get it done, what comes out on the other end’s amazing. All right.
So, we’re going to be going through this. You know, we’ve got lots of good little tips about how to use each of these sections today, to fill out your stuff and then, of course, your script gets generated. But the big thing is, is I wanna make sure you guys understand if you need any support, hit up the support desk. We’re there for you. If you have a payment issue, somebody said they’re having a payment issue, hit up the support desk at drbenhelp.com or fearlesssocial.com/help, we’ll take care of you there. You guys should be getting a replay of this probably tomorrow. So, 24 hours from now, we’ll email you out and you can check out the replay.
Coming up in January is when the new update will be live. We’re gonna have new scripts coming in. And I’m excited for you guys. You should check those out too. You guys are great. I love you, each and every one of you. Thank you for being here. Thanks for the questions. And like I said, if you have anything past that, hit up support. We’re there for you. And if we missed something, if something comes up later and you’re like, there I wish you’d have covered this. Hit up our support desk. I’d love to hear what you’d like to see. We’re always open for that stuff.
All right, guys. It’s Thursday. Have a great last day of the week tomorrow. Have a great weekend. And I hope that today was valuable to you, worth your time and, at the very least, it gave you one thing. One thing’s all that it takes. I notice with my copy, one little tweak here and there, that could take your conversions up a few percentage points is so worth that. And I hope that today we gave you a few things that can be your one thing, or your two things, or three things, but things that you can add into what you’re doing with ScriptDoll, with your copy that could help you sort of take it to the next level. Because that’s, again, every time you write a piece of copy, testing those little things, putting them in there. And man, if you can get data-backed things like what we gave you today, that you know, like the thing with the guarantee, the thing with how many testimonials, the thing with the how many feature benefits, those are the little things that make a big difference. So be good, take care of yourself, have an amazing weekend. I’ll talk with you all soon.