0% found this document useful (0 votes)
38 views13 pages

Module_4_-_1._Brief_Overview_Transcript_

The RMBC Method by Stefan Georgi emphasizes the importance of creating a comprehensive brief after conducting research for writing effective sales letters. This brief serves as a self-questionnaire that helps identify the target audience, their pain points, and the unique selling proposition of the product, ultimately streamlining the copywriting process. By thoroughly addressing each component of the brief, copywriters can significantly reduce the time and effort needed to draft their sales letters.

Uploaded by

taninabarbulescu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
38 views13 pages

Module_4_-_1._Brief_Overview_Transcript_

The RMBC Method by Stefan Georgi emphasizes the importance of creating a comprehensive brief after conducting research for writing effective sales letters. This brief serves as a self-questionnaire that helps identify the target audience, their pain points, and the unique selling proposition of the product, ultimately streamlining the copywriting process. By thoroughly addressing each component of the brief, copywriters can significantly reduce the time and effort needed to draft their sales letters.

Uploaded by

taninabarbulescu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 13

The

RMBC Method
for Writing
Winning
Sales
Letters
by Stefan Georgi

TRANSCRIPTS
Module 4
Visit Me At:
stefanpaulgeorgi.com
Brief
OVERVIEW
4

Stefan Georgi 2
Brief Overview MODULE 4

Brief
OVERVIEW

(00:02)
All right. So we are now going to move on to the brief in RMBC. Brief is the
B part. We’ve gone through research, and we understand the market, their
pain points, their hopes and dreams, or victories and failures, all of that kind
of stuff. We’ve determined the unique mechanism, and now we’re going to
put that together in this brief. So I’m going to go through the brief on a really
general level, run through each part of it with you, and then from there we’ll
do some examples and I’ll show you how it’s done in a way that can make
writing your sales letter, which is the next step, C for Copy, when it comes
time to actually write the copy, you’re going to see how it’s actually a lot easier
because of the brief.

(00:52)
I think the brief is probably the most underrated part of my RMBC method, but
it actually is extremely valuable if you follow it correctly. So the brief is like
a questionnaire for ourselves. We’re not giving it to clients. That’s actually
interesting. I’ll go on a five second tangent, or maybe a two minute tangent,
being honest with you, but when you first start out as a copywriter, a lot of
copywriters will send clients a questionnaire with who’s the market, what are
their pain... They basically ask the customer all of these questions, and it’s
kind of great because you’re like, “Okay, cool. They did a bunch of the work for
me, now I can just write.” But you just miss out on a ton of stuff by not having
done the research, or having developed your mechanism, and it’s way better
if you were answering this questionnaire for yourself after you have done the
first few steps with R and M, and I’ll show you why.

(01:49)
So the first question of the brief is: who is the audience? Well, if you’ve done
your research and you’ve talked about who your market is, you know, and
you can basically copy and paste that in. What are their pain points? Short-
term and long-term. We’re looking at their pain points and biggest fears. We’re

Stefan Georgi 3
Brief Overview MODULE 4

gonna identify the couple of biggest ones, and, again, we know what this is
from the research as well, what their failures are, and their struggles, and
everything like that. So we separate it from the short-term and the long-term
because we want to speak to both types of pain points here. We want to
talk to the short-term pain points that they’re dealing with because those are
immediate and urgent a lot of the time. But we also want to focus on long-
term pain points because the stuff that really keeps them up in bed at night,
the existential fears that they may have, and all of that.

(02:40)
But again, you should have this from your research. The third thing we’re going
to do right by reversing the pain points and their biggest fear is: what is the one
big promise, in one to three sentences, you’re going to make about the sales
copy they are now reading? How will this change their lives forever? The most
important part here is about the sales copy they’re now reading, or watching,
can be watching too, just depends, right? But this is the big promise that if
they engage with your copy, it’s going to change their life forever because it’s
going to address their biggest pain points and fears. So if their biggest pain
point is not having enough money for retirement, then your big promise is
that: “Inside this video, or inside this letter, I’m going to show you how you can
quickly and easily have enough money for retirement,” or if their big pain point
is high blood sugar, it’s: “Inside of this video, or letter, I’m going to quickly
show you how you can get control of your high blood sugar and stop worrying
every night about whether or not your diabetes will be the death of you,.”

(03:46)
That kind of stuff. So that’s what this is. This is not a promise about the
product, it’s about why they should engage with your copy. The fourth thing
we’re going to answer is what solutions for the reader’s problems already
exist and why aren’t they working for them? But we have that really clearly
from doing the research component, right? We looked at existing solutions,
we found what the market liked and didn’t like. So this is the time where you’re
going to write this stuff out. All right, number five, what’s the new claim/root
cause/surprising info? And how does this new solution we’re offering them
work? This is the unique mechanism part. So this is just where we read out the
unique mechanism. The thing that I would do for a lot of this stuff, including
the unique mechanism, this is actually probably the most important part of
the brief, is write it out in a way like it could appear in the sales copy.

Stefan Georgi 4
Brief Overview MODULE 4

(04:38)
So if you’re going to share a unique mechanism, well, you’re going to because
you’re doing the brief, but write it out in a very clear, concise way. Don’t
just write one sentence about: “Most investing is an automated, this is an
automated software that helps.” Great. You still have to explain it in the sales
letter anyway. But if you actually just write out in the bit of detail, like you’re
going to write your copy, this part here, then you’ll find that when it comes
time to write your sales copy in the next step, you already have that part done,
and you just plug and play, and it’s just so much better than sitting there,
because you pay now or you pay later. It makes way more sense to pay now,
and it’s such a manageable bite-size chunk.

(05:24)
So I’d really prefer you have that done, have it read out that way when you just
do M, the Mechanism part. But even if you didn’t quite do that yet, that’s fine.
Do it here in the brief. Okay. Number six is paradoxical question. So I’ve talked
about these quite a bit. I love paradoxical questions, and the reason they are
helpful is they set up and explain your mechanism, or your product, and your
solution. So the one I always use is from the Pimsleur method, or Pimsleur
approach, which is a language learning program that was very successful. For
the sales letter, which Chris Haddad wrote, Chris Haddad’s a great copywriter
if you don’t know who he is, the paradoxical question was “Why is it so easy for
a child to learn a new language, but so hard for an adult?” Because if you look
at a child, if a kid who is raised with bilingual parents, will be bilingual, right?

(06:19)
And they don’t have to take Spanish lessons, or Chinese, or Mandarin lessons,
or whatever, they just naturally pick it up. So people have seen that, right? Kids
can learn languages. Even if they speak one language, they’re born with it. We
don’t give the kid flashcards. We can help with their reading comprehension
and things, but a child can naturally pick up language. But for an adult we don’t
do that. If you’re an adult and you try to learn a new language, it’s very difficult.
Why is that? So that’s a paradoxical question. And the reason it’s important is
because it sets up the mechanism, and also the product in the case of Pimsleur
approach. So the mechanism is: Well, children learn by listening, and adults try
to learn by speaking, and memorization, and flashcards, and all this stuff.

(07:06)
So the way you learn as an adult is different than the way you learn as a child.

Stefan Georgi 5
Brief Overview MODULE 4

That’s why there’s the Pimsleur method, which basically teaches you to learn
language in the same way that a child would learn a language. And there’s also
this great testable proof component in it too, right? Because if you’re saying,
gosh, where was I just going with that? Oh yeah, because you’re like, “Well, a
child can learn. It’s easy.” So easy if a child can do it, which you know is true.
Then you start to think, “Well, maybe I can do it. If a child can do it, why can’t
I?” So that’s the value of a paradoxical question, but there’s plenty of others.
I did a longevity piece recently and talked about why do some animals live to
be over 200, while humans only live to be 78 on average?

(07:51)
You’re like, “Well, why is that? Is it because of size?” No, because there’s some
species of whales that are about the same size, but one specie lives for 250
years, and one species lives for 50 to 70 years. So it’s not size. That’s an
interesting paradoxical question, and then basically the answer is telomeres,
and the length of your telomeres, and the health of them. That’s really what
dictates longevity and aging. And so that sets up the answer. Hopefully, that
makes sense. I’m trying to think of some other great paradoxical questions
that I can shoot out here. There’s a French paradox, which is a classic paradox
of: why is it that the French live longer than so many other people, yet they drink
wine, and smoke cigarettes, and eat fatty cheeses, and all that kind of stuff?

(08:38)
And the answer is because of, I think, what they eat. I mean, it’s the red wine
and resveratrol. I forgot the answers to that one, but it’s another example of a
paradoxical question. I love paradoxical questions and it’s really great if you
can think of one for your offer, or your sales copy, or whatever. I’m actually
gonna pause it. I think I have a couple of other good ones I can throw in
here. Okay. Here’s two more. At the time that I’m recording this, coronavirus
is going around, and everyone’s really freaked out about it, and we’ll just see
what happens with that, and hopefully you’re watching this in the future, and
we’re not even worried about coronavirus, and this feels like a big blast from
the past, like, “Oh, I remember coronavirus,” but we’ll see.

(09:22)
Who knows, right? At this time that this is being recorded, there’s lots of fear
and uncertainty, but you could do something as simple as: there’s reports
about how Fox News was downplaying the fear of coronavirus even while their
executives were going through great lengths to keep their staff safe from it.

Stefan Georgi 6
Brief Overview MODULE 4

So something like: if you’re doing a liberal-oriented piece, or a conspiratorial


anti-conservative piece, you could talk about why was Fox News downplaying
coronavirus? If coronavirus is no big deal, like Fox News says, why did their
executives go through such great cautions to keep their employees from being
exposed to germs? Kind of a paradoxical question there. Or if you found on
the finance side something like: if putting my money into a IRA, or 401(k), or
whatever it is, is really such a smart move, then why is it that 99% of money
managers don’t invest in an IRA first, or something like that, or 401(k)?

(10:30)
Just things like that. Then set it up and explain it. But I think, hopefully, at
that point you get it. Metaphors are really useful because they help to paint
a picture, especially if you’re explaining a concept that is new, like with the
unique mechanism, using a metaphor to explain the mechanism behind the
problem, or the mechanism behind the solution, or the product itself can be
really valuable, right? So things like: you hear really classic metaphors of
the engine stuff, right? Like analogies do, but the idea of: your body’s like an
engine, and it needs oil, and right now if you’re putting the wrong stuff in it, it’s
like you’re putting dirty, contaminated oil, and your body can’t run good. So
you need to put clean burning fuel into it, which you do by buying our product.

(11:19)
That’d be like a metaphor, an analogy. There’s so many others that you can do,
like: “These cells are like tiny little messengers that travel through your body
and wave their arms when it’s time for your immune system to become active,
right?” That’s a metaphor. From an investing standpoint, it’s like putting a dollar
into a slot machine and getting $10 back out almost every single time, right?
Simple metaphors. But having those and thinking them out is great because
you can build entire promotions around metaphors, so the entire idea can be
based on a metaphor, but more importantly, you can mention a metaphor in
the lead, and you can definitely mention it around the mechanism. So when
you’re explaining the unique mechanism of the problem and the solution, you
have a really easy to understand metaphor that makes life a lot easier.

(12:15)
Okay. Bold claim. What’s the huge promise about the results they’re going
to get, using this product or solution? So this is where you’re going to make
the big promise about the actual product, or solution, or service, or whatever.
Remember, number three was where we’re making a big promise about

Stefan Georgi 7
Brief Overview MODULE 4

whether they’re going to get by interacting and engaging with your sales
copy. Here’s where they actually get the product, right? So they’ll be able to
significantly reduce their blood sugar in the next 30 days, right? That’s a bold
claim. Be able to increase your net worth by at least 5% in the next year. This
is a bald claim. Find the house of your dreams for below market rate, or below
market value in 60 days or less. Whatever it is you’re selling, get three new
clients in the next 90 days. Whatever it is that you’re actually selling, and your
big value proposition, or your USP, that’s where the bold claim goes. Okay,
number nine: what is the product? Don’t worry about the fascinations part
here. We’re going to do a whole separate bonus training on that. Basically,
whatever you’re selling, you want to write it out. But the way I would do it is I
would write it out the same way I’m actually selling it in the sales copy. So just
like with the mechanism, you can write something like:

(13:48)
“Blood sugar support pills, right?” But that’s pretty basic, pretty boring, right?
But if you were like: “Product is a blood sugar supporting breakthrough. Each
bottle is manufactured in a GMP Certified facility right here in the U.S. It
contains 12 of the most proven blood sugar supporting ingredients.” I can’t
type right now apparently, as you can see from this. Blood sugar supporting
ingredients known to man.In fact, with just two small capsules... Oh my God,
I cannot type right now. ...capsules per day, taken during a meal or whenever,
you can quickly get the upper hand on your erratic glucose concerns.

(15:11)
While feeling more confident, more secure, and more excited about what the
future may hold. For something like that, you may want to actually go through
the ingredients, right? The secret to product is its synergistic blend of unique
but powerful ingredients, including... And then you could be like, ingredient,
copy + studies on it, ingredient, etc. So again, you do it like that, depending on
your format, we’re going to get to the format a little bit more, but you do it like
this, and by the time it comes to write your sales letter, you’ve ran the whole
product part out. Now guess what? You can pretty much just copy and paste
it into the sales letter. So the cool thing about the brief, going back to what I
said before, is if you do this the right way, it’s something that’ll take you two
hours or three hours, which may sound like, “Oh my God, three hours.” But in
the grand scheme of things, when you’re done with this, you’ve written, I don’t
know, 20 to 30% of your sales letter already, maybe 40%, because you’re going
to see the next thing here. So suddenly it’s a lot easier to write your sales

Stefan Georgi 8
Brief Overview MODULE 4

letter. That makes sense, right? So that’s what you’re doing here. If it was an
info product, then same thing. So let’s do it. Let’s just mess around. I’m going
to show brief examples. Introducing products.

(17:10)
Might copy it so I can copy/paste. It’s just to get more clients. Everything
needed to get better paying, lower maintenance clients on demand without
spending hours prospecting. And no matter if you suck at sales, or have the
personality of a wet towel, the key to why product works is our trademarked
blah blah blah method. A three-step system that shows you how to generate
leads, increase authority with them, and then build authority. And close the
deal. Again, this is not the world’s best copy example, right? So let’s look at
each step of the system in close... in detail right now. That way you understand
exactly what you’re getting with your investment and product today, right?
Step one: leads without spending a penny. And then it includes this, this and
this, that too, right? So you’re listing out again what everything is, and then,
by doing that, obviously this is really blind and vague, but doing it that way,
you literally are just going to copy and paste that into your sales letter pretty
much. So, super, super, super valuable. I hope that makes sense, right? Cool.
I keep saying right, but deal with it.

(20:06)
Okay, cool. So background story plus story of discovery, right? Right, right, right.
Here, you’re putting the background story about whoever the spokesperson
of the product is as well as how they discovered the product. So, for example,
if you’re the spokesperson, this is your story about how you were in pain and
you were in suffering, or things weren’t good, or you were unhappy, whatever
it is, and you reached a breaking point, and you realized something had to
change, and through trial and error you ultimately discovered the product, and
things are now great. That’s the template no matter what, and you’re gonna
see it in the outline, the next section, that kind of story template more. But it’s
generally that, right? It’s the story of how somebody was in pain,

(20:53)
somebody was unhappy, they tried traditional solutions, and traditional
solutions didn’t work. And then, because of that, they had to go on a quest,
and through trial and error they discovered the unique mechanism behind
the problem, and then the unique mechanism behind the solution, and based
on the solution, they discovered or created the product that incorporates the

Stefan Georgi 9
Brief Overview MODULE 4

unique mechanism behind the solution, and now they’re introducing it to the
world. So you would basically just type all of that here. Again, I love to do that
in a way that I’m going to put it into the copy. Five years ago... Let’s stick with
blood sugar because it’s easy for me to put. Five years ago when my doctor
told me I had high blood sugar that were through the roof, I was mostly in
denial. After all, I exercised regularly, ate healthy.

(23:37)
I’m not going to do this whole thing, I’m just making that story up, but if, say,
the story is that some person had high blood sugar, they were in denial, they
went to a fish fry, suddenly they started to pass out because their high blood
sugar and fell into a tub of fish frying oil or something, and they’re scarred,
maybe their arm got burned, and then they realize it was because of the high
blood sugar, and then they had a blood clot because their heart was also
messed up, and everything was bad. So they went on drugs, and the drugs
weren’t helping, and they looked up other remedies like changing their diet,
but they already ate healthy. They don’t know what to do. They met a wise
sensei person.

(24:19)
The sensei person told them how the real cause of erratic blood sugar is
actually some weird thing in your cells, and it seems weird, but that’s why
other solutions don’t typically work. Did research, realized that it was true.
Here’s the proof and the unique mechanism of the problem. But they also
realized that if you could fix this one thing that’s going on in your cells, you
could potentially improve your insulin and help to support healthy blood sugar
levels. And so they went to find out there was a way to do it. It turns out there
was these 10 ingredients that do exactly that. Listing them all out, put them
together. Couldn’t find them in a supplement. Thought maybe you could. Even
when they bought a couple of ingredients from the store, they weren’t sure
about the quality. Realized they had to do it themselves, worked with a lab,
put them together in a supplement, tried it on themselves, got good results,
shared it with others, good results.

(25:08)
And that’s why now they’re pleased to share product with the world, right?
So that’s a good blood sugar one. Boom. Easy peasy. If it was a different
story, like a biz-op: I was sitting outside the house, the car, and parked, and
the engine on, the tears running down my face. I knew I needed to go inside.

Stefan Georgi 10
Brief Overview MODULE 4

I could see my wife peeking through the curtain. She knew I was outside, but
I was still too scared to go in and face her. Why? Because I just lost my job
and I had no idea where our next meals were going to come from. We were
already living paycheck to paycheck, but at that moment, as I stood there
crying, I realized that as long as I was an employee, I’d always remain on
the corporate hamster wheel and I’d never be able to get off, and to actually
achieve financial security for my family.

(25:59)
And as I walked through the door, my head hung low, I expected my wife to
cry or to yell, but instead she walked up and she hugged me. She said, “We’re
going to find a way.” And the truth is she was right, because even though that
was the worst night of my life and the moment I felt like I was a failure as a
father, as a husband, as a provider, it’s what ultimately led me to discover an
incredible freelancing system that enables anybody to start making money
as a freelancer, no matter how much experience they have. And if they’re
not, they’ve never took a client before in their life, and it’s saying you just
start doing just 30 days. In fact, I didn’t realize this right away. Instead, I first
started looking at other solutions, including this, this and this.

(26:40)
And yet I couldn’t find any of them that really worked. Here are the flaws with
them. And so I feel like giving up, but then I met somebody, met a mentor,
made a discovery. We realized that there was one thing that should be done
differently. I started doing it that way, and once I started doing it that way,
all of a sudden I started getting clients and not having to pay for advertising,
or even really sell them, because here’s the secret, unique mechanism. Most
freelancers do it this way, and that’s wrong. That’s the unique mechanism
of the problem. And what I realized is instead, if you do it this way, it’s a lot
better. Unique mechanism of the solution. But the crazy thing is nobody else
was teaching this, and so I started sharing with others, and they were having
crazy results as well.

(27:22)
And at that point I realized I needed to share with everybody because I go
back to that terrible night when I felt like such a failure and so ashamed, and I
realize that if I don’t get to see you, you may follow a similar fate, and the truth
is you don’t have to, life can be so much easier and so much better. And that’s
why the product was created. So I didn’t type that all out. I did it orally, or

Stefan Georgi 11
Brief Overview MODULE 4

verbally. But you can see, you already have that story anyway. And if you don’t
have that story, this is great because this is a reminder. You better go find a
story, whether it’s your own, or you can borrow from somebody, because you’ll
see in one of the next examples I’m going to do. So you find a great story, but
it’s just some random person.

(28:04)
You can still tell that story, and then talking about how other people were the
same way. Knowing that other people were just like whoever’s story you just
told, it meant that you felt the need to go find a better solution for people like
the person whose story you just told. Does that make sense? So you can just
take someone’s story, plug it in, and then be like, “Hey, I’m Stefan. That story
is crazy. I’ve heard a lot of stories that are similar. In fact, it’s hearing stories
like this, including from many people that I love, that’s what caused me to
go on a three year journey to discover a faster, better, easier way to solve
whatever problem, and then go from there. So if you take it out there, when it
comes time for your sales letter, copy and paste it, right? And again, you may
tweak a little bit when you do your sales letter, but it’s not going to be a crazy
amount of tweaking.

(28:51)
So it’s just very, very valuable. Hopefully, this is all making sense. Now the last
two are pretty easy. Some headline ideas, because once you’ve written your
story, and you have your unique mechanism, and you’ve talked about the pain
points, you just may have some really good ideas for headlines. If you do, pop
them in here. And then ideas for potential upsell product. If you’re creating
your own product, or if the client doesn’t have upsells already, and based on
the story and the mechanism and everything you’ve done, you’ve got some
really good ideas for upsells, you might as well just pop them in here. And
that’s it. That’s the brief. But, as you’re gonna see in the next section of copy,
having all of this is going to make writing the sales letter just really fast and
easy. So I’m really excited about that. I’ll do a couple of examples of briefs as
well. I’ll share those with you so you can see what it looks like. Awesome.

Stefan Georgi 12
facebook.com
/stefanpaulgeorgi

facebook.com
/groups/1931560346918594

instagram.com
/stefangeorgi

linkedin.com
/in/stefanpaulgeorgi

medium.com
/@stefangeorgi

quora.com
/profile/Stefan-Georgi-3

twitter.com
/StefanGeorgi

youtube.com
/channel/UCh52opmDQjXc6pDTAHvruuA

Visit Me At:
stefanpaulgeorgi.com
Stefan Georgi 13

You might also like