CopyHour

7 Figure Sales Writing Framework

The Sales Argument

The middle section of your copy

Imagine you have a friend trying to set you up on a blind date.(For this example let's assume you're a dude who's into women.)And let’s say you’ve been set up on some bad blind dates before. You put work into yourself and you’re a total catch — but for some reason every blind date you’ve been set up with has been... less than ideal.So… you’re now skeptical any time someone tries to set you up and are more likely to say "no thanks" than "yes".But your friend setting you up now knows this.They see exactly what a catch you are.And they know it’s an insult not to set you up with someone who's on your level.So they’ve already pulled you aside and said…

Hey [your name], I know you've gone on some bad blind dates with people that were NOT your type. And they were definitely NOT on your level either. With that in mind, I have someone who I think is exactly your type — and who I think you're REALLY going to like.

They pull out a picture of her and — wow, she IS your type!You can think of this as your friend's Lead.They grabbed your attention, mentioned your exact pain points, and offered a solution that made you interested to hear more.But that alone isn't enough to make you ready to go out with her yet.That's because your mind starts racing with a thousand questions.

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Why is she single?
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What are her hobbies?
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I don't drink, but what if she drinks?
•
I'm a homebody, but what if she's a hard partier?
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Does she have kids?
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...and so on...

But your friend already anticipated all this. He follows up...

She runs her own business like you, no kids, loves stand-up comedy, doesn't drink, very spiritual but not chakras-and-horoscopes spiritual, loves her family, has done therapy & loves self-development, and is a total homebody who loves gaming on the weekends. She was actually in a 5 year relationship up until a year ago, the guy even proposed, but she found out he was cheating so she broke up with him and took a year off dating to focus on herself. She's just now re-entering the dating market and I think you'd really like her, even if it's not the right romantic match.

Whoa.That covered every objection you had.In fact it even added some details that excite you.You’re likely to give this date a shot now, right?In other words, your friend just sold you.It’s harder to say "no" than to say "yes".What your friend just demonstrated was the third element of The 7 Figure Sales Writing Framework: The Sales Argument.

The Sales Argument is your "objection killer"

What your friend did in the above example is to take all your potential objections — why is she single? what if she's got different interests than me? what if I don't like her personality? — and squash them...While also describing amazing features she has that may excite you.In other words, the job of The Sales Argument is to:

1.
Recognize how the reader has struggled with their problem
2.
Make it clear you (the expert) have a solution to those struggles (either with a story, or with a brief step-by-step breakdown of how you'd solve it)
3.
And paint a brief picture of what their life will look like with that solution

Its job is to show your target audience that you know who they are, know what they actually want, and have exactly that for them.That's it.If The Lead grabs your prospect’s attention, the purpose of The Sales Argument is to make it clear you truly, deeply understand their problem — and more importantly, understand how to solve it.When it’s done right, your prospects almost can’t say no.

Writing The Productive Solopreneur's Sales Argument

So that brings us back to our (fake) product, The Productive Solopreneur.And more specifically the audience research we did two days ago.We asked our audience:

What their biggest struggles are
What do those struggles make them feel
And what would it look like if they solved their problem.

Now we're just going to take their exact words...And plug them into the three pieces of The Sales Argument I listed above.Starting with recognizing how the reader has struggled with their problem:

It might seem like an exaggeration to say I can give you a 5x-10x boost in productivity, and do it in just 48 hours...But it’s not actually that crazy.My guess is you’re struggling to get much done now. You know all the "rules" of productivity.You’ve read the books, watched the YouTube videos, and know all the best productivity "tricks" and "hacks".And maybe when you find a new trick you hadn't heard of before, it'll work great for a day or two...But then everything quickly collapses. Every single time.And then you're back to square one.

You’re getting exhausted after just 2-3 hours of work every day.
You get upset at yourself that that’s all you can do
So you try to force yourself to work more

...but that just makes the problem worse.It’s around this point that you open up TikTok or Reddit or Instagram, thinking maybe you just need a quick 15 minute brain break... but that quickly turns into a 2-3 hour binge session.Then when you’re ready to work again, real life kicks in — all the unplanned stuff like one of your kids coming home early from school, or a worker coming to your home to fix something, or a text message that needs to be handled immediately — and you need to step away to deal with it.By this point it’s already 4pm.You’re supposed to be done for the day...But you’ve barely produced any work and you feel like shit.You promise yourself you’ll fit in a little more work at night... but if you even manage to do it (unlikely), you’re completely exhausted and get nothing done — except making yourself feel even more guilty for wasting another workday.And the more you do this, the more you fall off your routine.Every day gets worse...Until finally you're starting your day with social media, giving up entirely by noon, and producing almost nothing.You’re frustrated with yourself, feel shame, and are embarrassed any time someone asks how your business is going — or, worse, they see how badly it’s going and don’t bother asking at all.

Then we make it clear we (the expert) have a solution (in this case with a personal story from my own experience):

Here’s the deal: this is fixable.In fact, it can be fixed nearly overnight.And you can be doing A LOT more than you think you’re capable of — 5x-10x more on average, I've found (which actually isn't all that crazy since your output isn't probably that great at the moment, right?).But it’s not doing the things you’ve been doing.It requires a complete mental shift.Installing a new productivity operating system on your brain.When you do, the results are immediate and profound.Like... results you can experience TOMORROW.Let me give you an example.My business is built around selling digital courses.I need to not only make the courses, but also create sales letters for them and get eyeballs on those sales letters.But what if I spend months creating a course only to learn that no one wants it — or I've completely missed the mark?Or what if I spend weeks putting together the sales letters and they don't convert?Long ago, those thoughts would make me panic every time I sat down to work — and ultimately do no work at all.I'd hear that little voice in the back of my head saying, "What's the point of doing this work if it might fail? What if you're just wasting your time? Why do it at all?"So no matter how much I wrote in a gratitude journal, or meditated, or practiced positive affirmations...I'd procrastinate, make excuses, and struggle to get anything done in a day while battling that voice.But what fixed that problem wasn't Pomodoro time blocks, or finding the perfect to-do app, or any other productivity fad.What fixed the problem was simply building instant feedback into my work.So instead of spending months blindly making courses I wasn't sure anyone wanted, I developed a way to make courses in real time, day-by-day, to live paying customers.And instead of spending weeks on a single sales letter, I found streamlined formulas that allowed me to get 80% of the results with just 1-2 days of writing.So now if I have a new course idea...

I can start selling it within 48 hours
And then build it in real time to live customers who are giving me feedback every step of the way.

Having this kind of instant feedback means I no longer have a voice in my head sabotaging me, telling me that I might be wasting my time.I know that every day I work, I'll instantly know whether I'm moving my business forward — or need to adjust.I see these opportunities in just about every solopreneur business I've consulted inside.Yes, instant feedback like this is possible in your business.In fact, there are things you could do tonight that will allow you to get this kind of instant feedback tomorrow.And this is just one example of the many mindset shifts that have allowed me to effectively 5x-10x my daily output.Mindset shifts that no one else is talking about.

And finally we show what it would look like if they solved their problem:

I want to show you how to install these same mindset shifts in your business.I'll show you how to immediately have your best work day ever.Which will quickly turn into your best week ever.Then your best month.Then year.Without exhaustion or fatigue.You'll learn how to do more in 3-4 hours of work per day than you normally do in a week — while…

Outputting the best work of your life
Taking days (and sometimes weeks) of guilt-free time off at a moment’s notice whenever you want it because you’re so ahead of schedule
And becoming the person everyone looks at like, "How in the world do they get so much done?"

If you’re ready, here's how we'll do it.

Now let's give 'em something to buy

The Sales Argument will typically be the longest part of your copy — and with good reason.This is where you demonstrate you really know your stuff — and let your customers breathe a sigh of relief that finally someone gets them and their exact problems.Once you've done that, they're going to want more.That's the job of the third element of The 7 Figure Sales Writing Framework: The Offer.

The Offer

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