The

RMBC Method
for Writing
Winning
Sales
Letters
by Stefan Georgi

TRANSCRIPTS
Module 5
Visit Me At:
stefanpaulgeorgi.com
 Copy
OVERVIEW
5

Stefan Georgi 2
Copy Overview MODULE 5

Copy
OVERVIEW

(00:01)
All right, so now we’ve made it to Copy and RMBC, and the C, of course, is for
Copy. Now, what’s really cool is Copy and writing a sales letter is just going
to come down a lot to following this outline, and not just actually a sales
letter. What you’ll see is that the same structure actually works for shorter
sales copy as well, not just long form. So if you’re doing a three or five minute
video ad for Facebook, or a video on Facebook, or a seven minute mini VSL,
or several other things, this outline and everything you’ve done will still be
very useful and valuable. And it’s actually an important point for me to make
because, again, we’ve been building towards writing a sales letter, and that’s a
huge part of what this course is, but you’re going to see that all this stuff can
apply to ads and things like that too.

(00:59)
And we’ll be going through the additional modules. But this is primarily for
Copy, and especially with writing a long form sales letter, or a short form
sales letter. Arguably also, an advertorial, etc. So what I want to do is I’m
going to go through this outline with you. It looks long and even maybe it
looks intimidating, and that’s totally cool. Let yourself feel that intimidation
because what you’re going to find out is this is actually just not that bad at all.
And I promise. But let me run through this part-by-part, and then we’re gonna
do a ton of examples, and it will all come together, I promise you. Okay. So
on a macro level, a good sales letter, whether that’s really long, or shorter, or
medium, whatever, still is going to have seven main components. You have
the lead, which is your introduction, the part that hooks the reader in, and
makes promises, and does all these things.

(02:00)
For now, let’s say, the intro, and then we’ll actually go through what it does here
actually. Okay. The lead is like the introduction, the background story, right?
Who the spokesperson is, why they’re talking to the viewer or reader today,
that kind of stuff. Unique mechanism behind the problem, unique mechanism

Stefan Georgi 3
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behind the solution, which should be familiar to you, because as long as you’ve
been going through this course in sequential order, and gone through the
stuff about mechanisms. Product buildup and reveal, which is exactly what it
sounds like, it’s the building up to the creation of a product or a service, and
then revealing it. The close, which is where we go through what the product
or service actually is, and answer objections and tell them repeatedly to buy,
mention features and benefits, all of that kind of stuff goes in the close, and
FAQs, which is just a postscript answering common questions that people
will have after having engaged with your sales copy.

(03:04)
So that’s the macro level. Okay. Not so bad so far, but what does each piece
look like? Well, let’s start with the lead, which again, as I said, is like the
introduction. So with a lead, what are we doing? We’re calling out a problem
or a pain point, we’re promising a solution to the pain point, and also usually
that’s wrapped in with a promise to save time or money. We are teasing the
discovery story, the emotional discovery story. We are teasing the unique
mechanism behind the solution. We are teasing the contrarian nature of this
mechanism, that it flies in the face of what you’ve been told. We are working
in fascinations as an incentive for continue of copy, which, again, we may not
have gone through the fascinations module yet, but really these are curiosity
bullets, things that are riddles that we’re promising to answer for them if they
keep reading or watching.

(04:00)
So in the next five minutes I’m going to show you why if you want to make
the most money in the stock market, you should never trust a broker who
has been in the industry for more than five years, it has nothing to do with
the company they worked for. That’s a fascination. I just made that up. 30
seconds from now I’m going to share the four so-called ‘super foods” that
can actually leave you fat, sluggish, and sick. It’s a fascination. We’ll do a
whole module on these, but just so you know, for the context of this. Want to
briefly address skepticism, and we do that early on because if we’re making
big promises and doing all that kind of stuff, we’ve got to also be aware that
our prospects just came from the middle of their day, and then landed on your
sales copy. So they’re going to be skeptical, and that’s fine. We just have to
address it. We would also briefly mention credibility builders, so stuff like: if
this is endorsed by a doctor, or featured on a website,, or on the news or on
TV, or radio, whatever it is, we want to briefly mention those because, again,

Stefan Georgi 4
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that ties into addressing skepticism.

(05:18)
We’re going to put qualifiers. We’re going to be specific about who our sales
copy is for and who our promise applies to. Does it apply to everyone? Is it
just for a certain subset? Is it a woman over 40? Is it accredited investors?
Is it millennials? Who is it? And we should qualify that because we want to
be explicit and be like, “Hey, this is you.” Because if it’s not, if someone’s
watching and they’re not the target market, let’s save them the time and you
the time, or they’ll keep watching and they may even still buy, but when they
are the target market and you call them out and be like, “Hey, this is for you,”
they’re much more likely to want to be engaged. And then we want to include
a few broad testimonials at the end of the lead that are not as much about the
product.

(06:10)
We don’t want to bring up the product yet. I may even do a whole module on
some of the theory behind this stuff, or maybe I’ll do it in here, but we don’t
want to bring up the product yet because we don’t want the prospect thinking
about being sold or thinking about a product. We’re really thinking about their
pain point and that we’re promising a unique and novel way to solve that
pain point, while saving them time and money. So we want testimonials that
are like, “Well, I was skeptical, but this really worked,” or, “I’ve tried a lot of
solutions before and what you shared in your presentation made too much
sense to ignore, and, in fact, I’ve now lost 10 pounds,” or “I have made $3,000,”
or whatever.

(06:49)
So we can talk about results, but we just don’t wanna give away the product
in those initial testimonials, right? Now, if you’re thinking about this with the
lead, and you’re like, “Okay, cool. Well, where do I begin with that?” let’s go
back to your trustee brief. So I’m going to pause and pull that up. All right, so
this was the brief from the biz opp example, and I actually did have that sales
letter, so we could go through how I actually wrote the sales letter, and we will,
but even better, so calling out the problem. Okay, well, where do we find the
problem? Well, right here. Can’t pay the bills, tired of living on food stamps,
being unemployed, low educational background, worry about retirement. All
this stuff here.

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S(07:38)
So we put that in here and figure out what the problem is. And that’s why it
comes down to identifying one to three huge ones, because we have a bunch
of stuff here, but we want to pick what’s the biggest one we want to call out
in the beginning, right? So, for example, if you’re tired of feeling like you can’t
pay the bills, or struggling to stay employed, and you worry about retirement,
you worry about having enough money to last for you and your family for the
next several decades, and you’re sick of working for someone else, and you
feel like the burden of a 9-5 job is a constant struggle. Calling out the problem,
right? Then we promise the solution. It’s a constant struggle, because there’s
not enough money, you’re never going to get to do so many of the things that
you dreamed of doing before you die.

(08:30)
Now we promise the solution. Then, the next five minutes could change your
life because inside this letter I’m going to show you a simple plug-and-play
business opportunity. I want to say opportunity, but I say maybe a simple
plug-and-play system that you can start using directly online, that requires
no cash to get started and no business experience, but that maximizes the
concept of leverage, one where you exploit a unique opportunity of putting
yourself in a powerful situation. And while what I’m about to share with you
won’t necessarily make you hundreds of millions of dollars, it could lead to
you adding a couple of hundred thousand dollars of income to your, or making
an extra couple of hundred thousand dollars over time, and at least $5,000
per month. In fact, it will be more than enough money to pay off the bills, get
out of debt, get a new car, clothes for the kids, and all the things you wished
you had, but you don’t because there’s never enough money. Again, this is
rough, I’m just doing this orally, but you can see how that works, right? We
had the problem from the brief. We have the promise of the solution from the
brief. Now we’re teasing the emotional discovery story. So we want to tease it,
right? So again, let’s get onto the emotional discovery story, or the discovery
story, which is number 10. Now.

(09:47)
This discovery all started when after I got into a huge fight with my wife,
because she came home from running errands and had spent $300 of money
we didn’t have on new clothes at Marshalls, and while that fight got ugly, it’s
also what led me to discover something that’s called liquidated buying. So
what I am doing, I’m going back into mechanism now. So we want to tease it,

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right? So again, discovery story, mad wife. Strange discovery called liquidated
buying, which is an industry that people are making billions of dollars off of,
and we’re going to tease the contrarian nature, and it’s not saying that requires
you to spend any money up front, or have a college degree, or even having
any experience doing business. Instead, it’s something that anybody can do,
starting pretty much right away, and put more money into their pocket. What
about fascinations? Now I’m going to share the full story of how this fight
with my wife led to this amazing discovery, and how you can use the same
discovery to add $2,000, $5,000, even $10,000 per month to your bottom line,
or to your bank account.

(11:18)
Starting right away, right inside this video. Plus, in the next few minutes, I’m
also going to share the weird reason outlet stores never discount their clothing
by more than 75%. Hint, it has to do with what happens to the stuff that they
don’t sell. It’s not a perfect fascination, but it’s an example. And I’ll be sharing
the three magic words that you can say to any retailer that will get them to
practically give you their unsold goods and clothing for free, allowing you to
then turn around and sell those for a markup. So that’d be fascinations, right?
Okay. And if you’re feeling skeptical about all of this, I totally get it. But this
is the same system that’s taught by billionaires across the world right now,
including several experts at Harvard Business School. There’s your credibility.
And this is something that can work for anybody who has internet, a computer
connection, at least five hours a week of time.

(12:26)
It doesn’t matter if you’re 18 or 80, if you can send an email, have a computer,
and are able to get online, you can make money using this liquidated buying
secret. In fact, it’s already worked for countless people before, just like... And
here you include testimonials, if you have them. So was that the world’s best
lead? No, but based on the brief that we have here, we were able to basically
do this whole lead pretty fast and pretty easily, right? And it’s actually pretty
decent, and from there you could go and tweak it, and modify, it and bolster
it, and everything like that. So that’s your lead, right? That’s your introduction.
And again, the whole purpose is just to get the prospect’s attention, get them
intrigued and interested, get them thinking about their pain point, get them
thinking that you have a solution for their pain point, promising to give them
the solution if they stick with you.

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(13:28)
Engaging their curiosity about it, and getting them to continue. That’s the
whole point of the l lead. The point of the lead is not to educate, and that’s a
mistake that gets made way too often. People share statistics in their leads,
they share all kinds of other stuff, they clear their throat, they go on boring
stories, they do all of these sorts of things, but in reality, your lead is just
capture their attention, bring them in and get them to keep going. And again,
once we’re done with all of this, we’re going to go through several sales letters
and we’ll look at them part by part, and match up those parts of those sales
letters to the different parts of this. But let’s move on to the background story
in just one second, after I pause and have a little bit of tea.

(14:13)
Okay. So the next part of our sales letter outline for copy is the background
story. So here we’ve got who I am, credibility builders when inappropriate. I’m
Stefan and I’m one of the best copywriters in the world, or I’m Dr. Bob Smith
and I’m a board certified orthopedic surgeon, or I’m Jenny Penny and I’m a top
1% real estate agent in the National Real Estate Associations, a 2019 agent
of the year for North America, whatever it is, right? Who you are, credibility
builders if you have them. The reason I’m talking to you is because me or
someone close to me was just like you, they’re in pain. Here’s a story about it.
And, ideally, it’s an emotional story. So we want to give them a reason, right?
Why is this person talking to me? Why are they sharing this with me?

(15:08)
What’s their motive? And our motive is: well, either we were in pain, or
somebody close to us was in pain, and we, being the spokesperson, whoever
the spokesperson is, and we’re telling them an emotional story because we
want to capture them emotionally, really hook them in so they keep going,
keep engaging, all of that kind of stuff. So they were in pain and they tried
traditional solutions and advice, but they didn’t work, which is important.
And that led them to a trigger event where the problem or the pain point
escalated to a point where the spokesperson or avatar, avatar is another word
for a spokesperson, realized that something had to change. So they started
searching for truth and answers, or maybe they met a wise sensei-type person
who promised to reveal the truth that had been hidden from them before. So if
you look at who am I, this all comes to, we did this in the brief already, right?
This is the background story.

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(16:12)
You’d be like: Hey, my name’s John, or whatever, and I’m 55, and, frankly, I’ve
been wanting to retire for the last 15 years, but I can’t. I have an okay job, but
I’m tired of working, tired of feeling like a slave. But I was tired of working,
tired of feeling like a slave for my family. I felt like my life was passing me
by, and I worried that I was going to die one day without ever having gone to
experience all of the things I dreamed of, from travelling, to owning a nice
home. And it felt so crazy because everywhere I looked, I see these young kids
in their 20s and 30s in the news, making millions of dollars for their websites,
that didn’t even do very much. I dreamed of owning my own business one day
as well, but I felt like I was too old and I had no idea where even to start.

(16:51)
So I started looking around online and I did see some ads for “make money
from home,” and things like that, but they were all scams and I got burned, and
I thought about if I were to start a business, I just don’t have the money and I
don’t have a college degree. I know that there’s millions of people around the
world, making money from the internet, but I just figured they knew something
that I didn’t. But then one day everything changed when my wife came home
from running errands, and I found out she’d spent $300 on new clothes at
Marshalls, because that was money we simply couldn’t afford to spend. And
when I told her, my wife, that I expected her to apologize, but instead she was
very defiant to the fact that my anger was really rising. But then my wife said
something that I’ll never forget.

(17:34)
She said, “I’m sorry, honey, but the deal was just too good for me to pass up.”
And while it might seem comical, at that moment a light bulb in my brain was
sparked, because it got me thinking, because my wife, what she had bought
was actually not just from a discount store, which is what Marshalls is, but
then the clothes she bought had been an additional 50% off as well. One of the
t-shirts she got, for example, was from a pretty well known luxury brand, and
while normally sold for $100, Marshalls had a price of $50, but then because
it was 50% off, my wife actually only paid $25 for what was originally a $100
shirt. And then we start wondering what happens to all of this extra inventory
that retailers aren’t able to sell.

(18:17)
Some of it goes to discount stores like Marshalls, sure. But what happens if

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Marshalls can’t sell the shirt either? So even if it’s at $25, no one buys it, my
wife doesn’t come in. If that happens, do they just destroy it? Do they donate
it? I really didn’t know, and so I started looking in to see what happened, or
what happens to these shirts. Okay. Who the person is, how he was in pain.
He tried traditional solutions, they weren’t working. The trigger event is when
his wife comes home. So he starts searching for truth and answers, right?
That’s your background story. And then what happens, as he’s searching for
truth and answers, well, he discovers the unique mechanism of the problem
and the unique mechanism of the the solution. We already have that, right? So
back up to number five on the brief.

(19:10)
You can make this a little bit smoother, but basically you’d say how, well,
after doing a bunch of research, I suddenly realized that there may actually
be an opportunity for me here, because it turns out that there are millions of
products sitting on shelves in stores in America right now that somebody
will never sell at their main retail price. And when I started looking into what
happens to them, I realized that the first thing is the retailer or manufacturer
will continue to cut the price of these products until eventually it becomes so
cheap that someone will buy them. But people don’t necessarily buy them at
their store. You see, usually these products end up being sold in liquidation
sales, or at bargain stores, dollar stores, warehouse sales, etc. And while
there are millions of retailers who are desperately trying to find people to buy
their products at an already huge discounted price, what I realized is there
are actually tens of thousands of liquidators out there who want to buy those
same items. In fact, this is called liquidated buying, and people make billions
of dollars off this industry. And it occurred to me: wouldn’t it be possible for
me to join and get in on this? Because what I saw through looking on the
internet is that there’s a huge amount of retailers who are looking to liquidate
their items, and there was a huge amount of liquidators looking to buy the
items so they could be liquidated.

(20:27)
And yet they weren’t always talking to each other, and it seemed like somebody
should step in as the middleman and match them together. And so that’s
what I wanted to do. I thought maybe I could join these billionaires and act as
a broker by simply finding manufacturers and retailers who have overstocks,
or too much inventory, and connecting them to liquidators and closeout
specialists who love buying those products, so they can sell them to their

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vast networks, and then I can make a huge profit as a middleman. And so I
tried it out. And then we would tell a bit more of the story of trial and error
type thing, and all of that. But really right there, you’ve explained the unique
mechanism of the problem, which is that, in this case, it’s not the problem of
them struggling financially, but the problem is there’s liquidators and there’s
retailers, but nobody’s connecting them. So unique mechanism of the solution
is to simply connect them together, right?

(21:17)
So now that he realizes the solution, he looks for an out-of-the-box version of
it. So again, we just went to background story, unique mechanism of problem,
unique mechanism of solution. And now we’re gonna do the product buildup
and reveal, cause, like I said, now that the avatar knows the solution, he looks
for an out-of-the-box version, something that will just end his quest and solve
the problem right there. But he discovers that out-of-the-box is flawed. So he
has to do it himself and create a novel and new solution. He starts testing it
out, working on it. There are problems and setbacks, but eventually there’s
success and a breakthrough. Here’s proof that the product works. Others are
asking for it, and now the product is born. And again, it could be product or
service. Okay. So we have right now: I can try it myself, right? So he starts
trying it, but he struggles for whatever reasons. He’d probably have found out,
through your research, here’s where people usually have issues.

(22:12)
And so he realized he had to do himself. He started emailing the liquidators
and emailing the brokers, and he realized: if I just put them together on email
threads, they would connect and do business. But he wasn’t getting a cut, but
then finally he did a deal, and one of the liquidators said, “Oh, this is great.
Where do I send your commission check?” And he said, “What?” And they’re
like, “Well, yeah, we pay a commission for this. Where should I send it?” And
suddenly he realized, “Wow, I can make money doing it.” So he started doing
it, maybe it was still too time-consuming, though, he’d spent all this time, and
then he realized that if he just templatized everything, he could do the same
thing he was doing, but in less time, and make more money as a result. And
so he started doing that, and started actually doing 20, 30, 40 deals a month,
and making a bunch of money from it.

(23:03)
And here’s proof, like screenshots, whatever it is. And then, before long, life

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was starting to change, his wife wanted to get on it, his friends wanted to
get on it, other people were asking for it. He started teaching them, they got
results as well. And that’s when he knew we had to bring his discovery to the
public, which is when the product, or service, or course, was born. So that’s
your product buildup and reveal. Making sense to you? So to sum back up
here, we have the lead, background story, unique mechanism of the problem,
unique mechanism of the solution, product buildup reveal. Now we’re here to
the close, which is going to seem long, but not gonna be that bad. And then
we’re approaching the end of the sales letter. And as we’re going to see in a
second, you can totally do this whole thing orally.

(23:50)
Record yourself do it, or do it for voice transcription thing, and you can go in
and just clean it up from there. So give me one second to drink a tiny bit more
tea. Come right back to you. Okay, so now we’ve got, and I realize that these
are going to be awkward cause there was no pause, or new video for you, but
it helps me to start back over. All right, now we’ve gone through the product
buildup and reveal, and we’re gonna tackle the close. So what is in the close?
Well, quite a bit, but it’s not as daunting as it seems. In fact, this is really
a checklist, and closes are the most templatized and formulaic part of the
entire sales letter. It’s all templatized formulaic, but if you have a competitor’s
close, if there’s a another sales letter, or a sales copy from a competitor that
you know is working, once you know what the structure looks like, if they’re
following it, you can just basically take it line-by-line, just be a thesaurus, don’t
copy paste it, but you can basically just redo every single line of their close,
right?

(24:52)
Just by modifying it in your own words. And you can write a 2,000-word close in
an hour or whatever, maybe less, half an hour, an hour, two hours. So we look at
it from that perspective. It’s pretty great. So what is in the close? The first thing
we’re gonna do is we’re going to reveal the product details, what’s included,
what makes it special, unique selling proposition. And guess what? We already
have that from our brief. In this case, what is the product, introducing whatever
it is, Liquidated Sales mastercourse. Inside Liquidate Sales mastercourse
we’ll show you how to find closeout sales and liquidation items all across the
country and the world, and connect them to wholesale buyers and wholesalers
who are desperate to get them. So we’ll show you how to find closeout sales
and liquidation items all across the country and world, and connect.

Stefan Georgi 12
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(25:44)
The retailers who are running those sales to the buyers, wholesalers, who are
desperate to get their hands on the retailer’s items, right? You’re filling a great
need, and you’re able to sell millions in inventory, blah, blah, blah. So basically
all this stuff here, perfect, right here in the product details. Now we want to
discuss and dismiss other alternatives. They’re expensive, or ineffective, or
there’re side effects, or there’s poor quality, or they’re unproven, right? After
you revealed the product detail parts, you’ll be like: Of course, it’s not to say
that Liquidated Sales masterclass is the only way to make money, or the only
way to create income, it’s just that it’s the easiest and the best. Because if
you’ve ever seen a work from home ad online before, it’s always a scam. And
there are certain services you can provide online, like freelancing, but generally
you only get paid $10 an hour when you start. And it takes years to build up
your portfolio, and you’re working 40 or 80 hours a week just to make enough
money to get by, and that’s really no way to live.

(27:07)
Or you could go get a side hustle and drive for Uber, but the average Uber driver
only makes $14,000 or $16,000 a year. Sure, if you’re already making $80,000
or $100,000 a year, and you want some extra income, I guess that’s good.
But even then, now you’re just working more hours, and you’re never escaping
the rat race and really getting truly free. Meanwhile, with Liquidated Sales
masterclass, you’re given a proven copy and paste system, saying that you
can do, no matter whether the economy’s good or bad, and that consistently
generates amazing commissions for you time and time again, putting in $2,000,
$5,000, $10,000 or more in your pocket. In fact, that’s already what’s happened
for... And I pop in some additional testimonials there. If you haven’t done this
already, in fact, it could be easier. Remember, all you need to do with Liquidated
Sales masterclass is go into the member’s portal, watch the five getting started
training videos, take the copy and paste email templates we give you, and then
start sending out emails, connecting retailers and liquidators.

(28:21)
And it couldn’t be easier than that. And yet, while it is easy, through this
urgency, if you are ready to get started so that you can increase your income,
put more money into your bank account, and change the lives of yourself and
your family, while being the hero to those who love you and who depend on
you, it is important that you take action today, because, historically, Liquidated
Sales has always been the playing field of the billionaires and ultra rich, and

Stefan Georgi 13
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they’re not happy that I’m sharing this stuff, and, frankly, I don’t know how long
they’ll be able to keep this site up on the internet. And this is especially true
because there is a high demand for what I’m sharing, but I can only share this
with so many people. Otherwise I would flood the market with new liquidated
sales specialists, and if I were to do that, then it could throw my income and
my family’s income, as well as the other lucky people I have shared this with,
which is why you really do need to act fast.

(29:20)
So that’s the scarcity, right? Even though it’s an info product, you can still have
a reason why you can only share it with so many people. It’s a guide, right? It’s
the classic investment thing too, right? Well, if everybody does the investment,
then the investment becomes less valuable. So I can’t share it with everybody.
But you can do something like that. If it was a physical product: Well, we only
have a thousand bottles in stock, or we only have 500 copies in stock, or
whatever it is. That’s what the classic scarcity stuff is all about.

(29:51)
But then when we tie it back to even though there’s urgency and scarcity,
and you need to act now, and you may have trouble getting it, frankly, it’s a
personal mission of the spokesperson to make things better, to make your life
better, and it’s tied to emotion and that emotional story. But with that being
said, even though I can only share this with so many people, I do hope you’re
going to take action and get it for yourself today. Because I remember how
mad I felt back when my wife came home from Marshalls and she’d spent that
money. And when I think back on it, I wasn’t mad at her. I was really mad at
myself. I was mad at the fact that I didn’t have enough money for my family,
that I couldn’t provide, that I always felt like I was just on a hamster wheel.

(30:32)
I couldn’t get off of. And I really felt like I was hopeless. Now I know there’s a
better way, and my life has changed, and that financial security, that freedom
for my family is so incredible, I’m so lucky I found this, and it’s my mission in
life to share with others so that they can experience that same thing. Especially
because when you look at it, not only will this make you a ton of money, but it
will save you a ton of money too, right? Cause if you think about it, really, what
are your other options there? You can go back to school or go back to college,
and get $40,000 or $100,000 in debt, or you could drive for Uber, but you’re
really gonna lose money because of the mileage and all this stuff.

Stefan Georgi 14
Copy Overview MODULE 5

(31:22)
You can do whatever other options are, but they’re actually expensive, and
they’re gonna just cost you a ton of money. Plus, not taking anything is
even more expensive. It costs you more because you don’t see any return.
Things never change. They say the same. Meanwhile, our Liquidated Sales
masterclass is a better option than all of those things. It will save you money.
It’s just a better solution. And while, normally, the price would be $197, which
is a total bargain, right now for a limited time only on this website, you can get
it for just $49. Again, what we’ve done here is how to use the product, urgency,
scarcity, personal mission, the price justification reveal, other solutions are
more expensive, consequences of inaction are costly, cost can be either
material or immaterial, the solution is better and will save you money, it’s
normally X, which is a bargain, but right now you can get it for just Y. So that’s
where we’re up to at this point right here. Now we’re gonna talk about how
smart people buy more. At least if we have a physical product.

(32:38)
Cause, as you’ll notice, this is optional, really. If you’re selling two packages,
or options where they can buy quantities or something, right? If they are, you
can get it for Y. So you can get for just, say, instead of $197, just $97, but
that’s just to start. And because so many people keep buying multiple copies,
say, this was physical, multiple copies of Liquidated Sales masterclass, that
way they can have it for themselves. We also share it with their family and
friends. I’ve even created a special, which is really smart of them to do, I’ve
even created an even better discount program where when you buy at least
three copies of this program right now, instead of paying even $97, you can
get each copy for just $49.95. So go ahead and click the button you see below
the video right now, click the button you see in this letter right now, whatever
it is, and say “yes” to Liquidated Sales masterclass right now. Again, I’m using
this Liquidated Sales cause I’m using this biz opp thing, right?

(33:36)
But that’s your first call to action where you’re telling them, “All right, click the
button and buy.” And then we would tell them what happens after they click
the button and buy. And again, this could also apply to lead gen or something
else as well. Say, you were like, “Click the button, go ahead and put your email
address in right now and claim your free report,” or whatever it is. Well, what
happens after you click the button? You’ll be taken to our secure 254-bit
encrypted, or whatever the encryption is, checkout page where you’ll enter your

Stefan Georgi 15
Copy Overview MODULE 5

order information, and the moment you do that and confirm your investment in
this program, you’ll receive instant digital access, or your order will be shipped
to you, whatever it is. That’s what happens after you click the button.

(34:21)
So now we have the call to action and we’re telling them what happens after
they take that call to action, ‘cause there’s uncertainty. We assume they know
what’s going to happen, but it’s just not the case, right? If we have any bonuses,
that’s where we put them. I want them to just click the button because of the
main product, first. That’s why I’m just doing that before I have the bonuses.
But then, they aren’t sold, but they’re still there. Now I gotta sweeten the pot
more. So now I’m going to share bonuses, right? Plus, by the way, when you
act today, not only do you get your free digital access to Liquidated Sales
masterclass, but you’re also going to get these three important bonuses.
Bonus one, bonus two, bonus three. And if that wasn’t enough, Liquidated
Sales masterclasses also comes with a 60 day, 100% money back guarantee.

(35:10)
Because basically you’re most likely going to have a great experience, but if
for any reason you don’t, there’s no risk, there’s no hassle. I’ll instantly refund
your money. Guarantees, we’re alleviating the risk, right? By telling them that
they have no risk guarantee, we increased conversion significantly because
now we’ve removed a massive objection from them. So guarantees are just
the most vital thing in the world, right? So given all that, the fact that there’s
nothing else like this, and the incredible bonuses you get, plus the fact that
you’re covered by a 60 day 100% money back guarantee, there’s really no
reason not to take action right now. So click the button you see and order your
copy of Liquidated Sales masterclass today. That’s the second call to action
right there. Two choices. This is the crossroads close. Now we’re going to tell
them: Okay, they have two choices.

(35:58)
They can either not take action and keep suffering, or they can take action
and change their life forever. All right. Really, the choice is yours, but you’ve
got to decide, because this presentation is now ending. And, really, there are
only two options I see in front of you right now. The first is to not take any
action, to continue struggling, to continue feeling like you’re stuck in a job you
hate, to continue feeling disappointed each Christmas because even though
you’d love to get your family the gifts they’ve asked for, you know that you’ll

Stefan Georgi 16
Copy Overview MODULE 5

be playing a cruel game of pick-and-choose where you hope you have enough
money for at least one of the presents that your wife has asked you for, even
though in reality you wish you could buy her all, and where you don’t know
what retirement looks like, and if you’ll have a retirement at all, and you’re
terrified that you may run out of money and end up like one of those people
working at Walmart in their 80s as a greeter just to make minimum wage, so
you can at least have enough money to get canned food.

(36:54)
I’m not trying to be scary, or depressing, or anything like that. I’m just being real.
That’s what happens. Too many people face that reality, and I don’t want that
from you, which is why, especially when there’s such a better and easier way
to make money, $2,000, $5,000, $10,000 in a single month just by connecting
people, retailers and liquidators through an email. And that’s why I urge you
to take the second, much smarter road by choosing to click the button below
right now and getting your own copy of Liquidated Sales masterclass while
there are still copies available to the public. Do that and you can change your
financial outlook for the rest of your life and be the hero that you’ve always
wanted to for your wife and your children and your grandchildren, and really,
finally, get out of the rat race and start to live life on your own terms, to start
checking off those items on your bucket list because you have not just the
money, but also the time that comes from making money as your own boss.

(37:54)
That’s the much better option. I think that’s the option you should take, but you
really do need to hurry because this is the end of the presentation, and I just
can’t guarantee how long this software will be available to you. So go ahead
and click the button below right now and claim your copy of Liquidated Sales
masterclass while there are still copies in stock, while they’re still online. Go
ahead and do that. Remember, you’re covered by the guarantee, so there’s no
reason not to take action today. I hope you make the right choice, and thank
you so much for watching, or reading, spending time with me. Bob Johnson,
whatever. So that’s the thank you for watching. I felt like, as I was doing this,
it’s just easier to do an example orally with you.

(38:40)
Obviously, I’ll have a transcript of all this stuff as well, but do you see what
we did here? I want to go back through it really quickly. You have product
details, again, what was included, what makes this special, the unique selling

Stefan Georgi 17
Copy Overview MODULE 5

proposition, we discussed and dismissed other alternatives as being expensive

and ineffective, that there are side effects, just poor quality, they’re unproven.
We keep building up value of our product, we add in more testimonials, we tell
them how to use the product. If we can, we put some urgency in about: the
powers that maybe want me to stop doing this, or there’s some reason you
have to take action now. I share scarcity, right? Demand is high, our supplies
are limited, or out-of-stocks are common, or I can only share this with so
many people.

(39:31)
If we can do a legitimate scarcity, we should. Then we tie that back though:
But hey, even though it’s urgent you take action now, I do want you to take
action, and tie it to the personal mission of the avatar, or spokesperson. So
again, we want to make things better. It’s my mission to do that. I remember
this emotional period of my life and how terrible it was, and I don’t want you
to go through that. So that’s why I really do want to help you out today. You
should be able to do this because this is going to save you a ton of money too.
Remember that other solutions are more expensive. Things cost you 10 times
as much. Not as much ‘cause they know what this costs, but it can cost you
thousands of dollars, or tens of thousands of dollars, or whatever.

(40:15)
The cost of inaction is even more pricely because nothing changes, or you
actually incur expenses and debt, and things like that. Your debt gets worse.
Meanwhile, this solution is better and will save you money, and while it’s
normally X dollars right now, you can get it for Y dollars. Again, if we have a
physical product, or whether there’s a gold and a platinum package, we want
to tell them that that’s just the start, because the smartest people buy more.
They buy multiple quantities, or they buy the biggest package, which makes
sense, and you get an even bigger discount when they do. So go and click the
button right now. That’s your first call to action. Tell them what happens after
they click the button, where do they go to. They go to the checkout page. What
happens after they place their order?

(40:58)
The product gets sent to them right away. How long does it take? All that kind
of stuff. If you have free bonuses, reveal them here. The guarantee. Again,
the guarantee is crucial. If you’re more of a beginner copywriter, or product
owner, and you don’t understand the guarantee, or you’re afraid to do it, you

Stefan Georgi 18
Copy Overview MODULE 5

just have to trust the wisdom of the crowd here, that successful marketers
like myself, who have sold hundreds of millions of dollars with this stuff,
close to $1 billion worth of stuff, and all the other marketers just like me who,
combined, we sold tens of billions of dollars worth of this stuff, we all do the
guarantee, and we do it because it actually increases conversions. Not very
many people take it. It reduces chargebacks. It does all these great things.
The upside, economically, having a guarantee versus not having a guarantee.

(41:50)
It’s a night and day difference. So you should have a guarantee. Second call
to action. Two choices, right? The crossroads close. You can go on suffering,
or you can take action today. A second set of urgency. You really must hurry.
This is the end of the presentation. There’s no guarantee how long this offer
will be available. Third call to action. Thank you for watching. And then we
have our FAQs, where we’re back to being their friend, helping to clear up any
confusion they may have, remind them what the product is, what it’s used for,
the importance of taking action today, the terms of guarantee and how to buy.
So that’s what the FAQs do. Again, this is where thank you for watching, or
reading.

(42:32)
The sales letter ends at that point, right? But then, for example, in a video
sales letter you may have a five second pause, and then it starts back up and
goes, “Hey, are you still here? No worries. Lots of people have questions, and
I’m here to help you out and to clear up any confusion you have. So let me go
through some of the most common questions people ask me. That way, you
can make your investment, or purchase today feeling entirely confident in that
decision.” And then we’re going to just answer frequent questions, frequently
asked questions. If you don’t know where frequently asked questions are,
then, again, go to Amazon and look at five star and one star reviews, but
also go to Amazon and look at the FAQs for a competitor’s product, and just
take those questions, ask them for your own product and then just answer
them. FAQs will increase conversions by 10% to 15% in video sales letters and
sales letters. And that may seem really shocking, a really big number, but the
reason why that happens, especially in a longer sales copy, even five or seven
minutes long though, what you end up finding is that.

(43:44)
People, they’re going to miss stuff, they’re going to zone out for a minute,

Stefan Georgi 19
Copy Overview MODULE 5

tune out for a minute, and then they get to the end of your pitch and there’s
something they’re not clear of, or they’re like, “Oh shit, did they answer, or did
she answer this one thing? I don’t remember.” And that can stop them from
buying. So if you go back and you answer their big questions, which is usually
the same things again and again, like, “Wait, what happens if I don’t have a
good experience? What do I get with the product again? How long does it
take me to get the product? How does it work?” Those kinds of things. If you
answer those, then it alleviates that objection, or concern they have. They’re
just way more likely to buy.

(44:28)
So that’s our sales letter outline. As you saw here, based on this brief, I hope
you can see how the brief helps you a ton, right? As does the research and the
mechanism, which is what you need to do to get to the brief, right? Because
by doing that, again, problem from the brief, promising a solution to the pain
point from the brief, emotional discovery story from the brief, mechanism
behind solution from the brief, teasing contrarian nature of the mechanism
from the brief, fascinations you have to do on your own. This is pretty much
just the same thing. You’re just saying anything remotely skeptical. Credibility
builders you probably have from the brief, in the background story. Qualifiers,
who this works for you, should have from the brief. Testimonials, if you have
them, you have them.

(45:17)
If you don’t, you don’t. Background story - from the brief. Unique mechanism
of the problem. You did it first, in M, with mechanism, and then it was in your
brief. Same thing with this, the mechanism of the solution. You did it in the
mechanism section, but then it was in your brief. Product buildup and reveal.
This part, really, you could write this out in your story part of the brief if you
want. The easiest way to do it. You may have to do some original writing here,
but, really, this whole thing is maybe 500 words, depending on the length of
your copy, but it’s maybe 5% of the total amount of writing you do, is here, 5%
to 10%. Even if your whole copy is 1,000 words, then this could be 50 words
or whatever it is, right?

(46:10)
Maybe it’s 100 words. It’s not an absolutely huge part. And then the close is
super formulaic. Again, you have some of the stuff that you got from your
research and from your brief. FAQs is just a reminder, or a summary. So when

Stefan Georgi 20
Copy Overview MODULE 5

you look at it that way, writing a whole sales letter becomes a lot less daunting
and scary, I think, hopefully, right? Another cool thing is that, because of the
way that this copy outline is created, it’s modular as well. So if you know what
your product is, and you’ve done your research, and you want to write your
close first, because it’s really formulaic, you can. Go ahead, write the close
first. And again, you can take a competitor’s close and just basically swipe it,
which means you just rewrite it in your own words, but you just literally, and
you’re like, “Okay, wow. Now I have the whole close and it’s written.”

(47:03)
You’d obviously have to put in your own product stuff first, right? Which, again,
you should have from the brief. And now your close is done. And then you’re
like, “Well, I already have this written,” this part is good. So the mechanism’s
up here, close is down here, you got to bridge the gap. You’re like, “Well, I can
write that. It’s only 500 words, or 1,000 words, or 100 words,” whatever it is,
depending on the length of your copy. Cool. You write that? Great. Now your
mechanism’s all done. Product reveal done. Your close is done. I usually do
FAQs last, but whatever. Cool. Background story. You’re like, “Oh shit. I actually
have the background story. I did that in my briefs,” and now it’s popped out of
the first.

(47:41)
Do a sensor to the transitions, background story, mechanism, product buildup
and reveal, close. Okay. Now you have all of that. What about the lead? Well,
I have all the answers to the lead from my brief. I know all of these things, so
let me just paint by numbers. I’ll literally call out the problem. If you just do
this line by line, oh shit, now my lead is done. Your sales letter is fucking done,
and it didn’t take that long, right? It’s crazy. One more important thing for me
to note, especially on the lead, you don’t have to go in this exact order. I think,
as you’re starting out, it’s better to go in this order, but if you want to tease
the emotional discovery story first, you totally can. And there’s other stuff you
can do as well.

(48:26)
You could tease the contrarian nature of the mechanism, like, “Hey, if you’ve
been told that dieting and restricting calories is the fastest way to lose weight,
then you’ve been lied to. In fact, it turns out that there’s a much better way to
drop 10 pounds or more of stored up body fat, and it doesn’t have anything to
do with this or that, but with whatever other thing it is.” So you could also start

Stefan Georgi 21
Copy Overview MODULE 5

that way too. But I wouldn’t really start off addressing skepticism, I wouldn’t
really start it with the credibility builders maybe, but not really. And then the
other stuff, like who this works for: “The following message is for women who
are 45 or over, and who suffer from an disruptive thyroid.” That’s very radio
ad type stuff.

(49:17)
For me, personally, I don’t really like starting there. So again, I would start
following this order in general. But again, if you want to flip it around a little
bit, you can. We’re going to look at more examples, and I may even do more
of these verbally, or orally as well. But yeah, let me stop here, but I’m hoping
now you can see, as I’m about to stop, how our M and B tie into C, and how the
whole system comes together. It can feel disjointed, maybe a little bit when
you’re learning about research and mechanism, and you’re learning about
brief, and you’re learning about copy, but then when you actually get to this
part of the copy, and you see how it’s all tied together, it’s pretty tremendous
because you’ve done all of the work before you start writing.

(50:04)
Okay, I’ll shut up now. But I hope you’re feeling excited about all this as I am,
because this is a framework that can change your life and have you writing
consistently better sales copy in less time. Or if you’re a business owner, or a
manager, or whatever, and you got to review a copy, now you have something
to hold it up against to see where are they following it, and if they’re going
wrong, if something feels off about the copy, if you feel like the copy just went
off the rails a little bit, now you know why. It’s because you can see where they
took a weird right turn that they weren’t supposed to take, and that is copy.

Stefan Georgi 22
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Stefan Georgi 23