Launch (Updated & Expanded Edition): How to Sell Almost Anything Online, Build a Business You Love, and Live the Life of Your Dreams

The opportunity switch headline: Now that you know the who and what, you need to give the class a sexy title that will attract your dream customers. I try to create a title that focuses on the result this presentation will deliver. I do that by filling in this phrase: How to (result they desire most) without (thing they fear most).

In copywriting, what you write comes down to: The key benefit—What pain point or problem are you solving, and how? The value proposition—Why should readers trust you? Branding, messaging, and voice—What is the “personality” you’re trying to convey with what you’re writing? The call to action (CTA)—What action do you want your reader to take?

What will I make? (Dream Outcome) How will I know it's going to happen? (Perceived Likelihood of Achievement) How long will it take? (Time Delay) What is expected of me? (Effort & Sacrifice)

Read your numbers, listen to your audience, and look for the hidden offer opportunities—and then act on the opportunities that present themselves. Don’t underestimate the impact of how you promote on the kind of customers you will attract. Make sure you can calculate the lifetime value of every new customer based on the promotion they came in on. T