The Secret to Selling More Products That They Don’t Want You to Know [Podcast #005]

The Secret to Selling More Products That They Don’t Want You to Know [Podcast #005]

Copywriting and selling more products

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What Doesn't Work and Bad Advice For Most Of Us:

1) buying huge copywriting course : Solution What makes you buy?
2) writing hundreds of headlines : Solution How to ____, _____, and _____ in just (time frame)
3) keeping notecards of bullets : Solution focus on benefits NOT features (what is the result NOT how is it delivered)

Tip of the week: - Clear the clutter and your inbox

Everything you need to know about selling and copywriting:

Why is it important? (opening story)
What is it? (modules)
How is it delivered? (modules, videos, report)
What am I going to get? (results + stack)
How much is it? (buy button with price)

Episode Sponsored By:  Paper Template for WordPress

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Comments (41)

  • Janice Reply

    Lance, thank you for making this podcast. When you were talking about how you started to learn copywriting, I can relate to it so much. I was so frustrate at how I need to spend all this big money I simply let it go.

    I didn’t know that copywriting can be so easy until now.

    I’ve already come up with a few ways on how I could increase my sales copy. Especially the tip of asking: So what?

    It’s so powerful how a simple question like this could turn an otherwise boring feature into an awesome benefit.

    June 28, 2013 at 9:47 pm
  • Graham Reply

    Very educational…takes all the angst out of a difficult process which has been made overly complex. Well done!!

    June 29, 2013 at 2:23 am
  • Raymond Reply

    Hi Lance Great show Very Relevant Informative & Current Info reminds me of early Tony Robins points although he did not point it out so Clearly,Precise & Thorough,as a Copy Writer , Marketer & sales Trainer I agree you nailed it 100% that is Formula ALL Top Marketers use now days so Every one else should Run with it also I would add that you could close with the price is [ not Cost ]x$ But x$ is a 1-off Life time Investment or Value for money Investment or even Value is always Remembered Long after Price is 4Gotten! could be under your buy now price/Investment Line @ the bottom of page

    June 29, 2013 at 6:15 am
  • Yusuf Reply

    Hi Lance, your Podcast is very informative and extremely helpful. I thought it was sooooo difficult, after hearing your podcast It did bring my confidence back. You are a genius Lance. Thank you and God Bless.

    June 29, 2013 at 7:40 am
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    […] The Secret to Selling More Products That They Don’t Want You to Know [Podcast #005] | Lance Tamash…. […]

    June 29, 2013 at 10:34 am
  • terri jones Reply

    very concise and actionable teaching.

    June 29, 2013 at 11:01 am
  • Mary Reply

    Copywriting seems so complicated, making sense of the different rules and approaches. I’m with you on the money those programs cost.

    I do a lot of freelance web writing and sales letters still scare me! It’s so hard trying to translate the copywriting rules into real, readable, converting copy.

    I really like your outline of how to construct a sales page. It seems like it covers all the bases. You end up with a letter that answers the reader’s questions about the product, appeals to them with benefits.

    I was thinking it would be the perfect piece of information for you to turn into a template or short report, give it away. It’s very useful info.

    June 29, 2013 at 2:01 pm
  • Laurie Mills Reply

    Info overload just tends to bog one down resulting in nothing getting done.
    Great podcast with the right information that cuts down the cr-p that seems to be time wasters.

    June 29, 2013 at 7:02 pm
  • Joshua Reply

    Lance, as always great podcast and totaly appreciate all the information. The PAPERTEMPLATE >>>>>>>>>>>>>>>>>>>>>>>>>>
    ( shoemaker), made everything so easy. When you ask your self those four questions (1. Why is it important, 2. What is it, 3. How is it delivered, 4. How much is it) This really does help you think about the process. This is not rocket science, I feel we make it harder than it needs to be. I am personally totally guilty of this, looking for perfection, by the time you get something perfected, your information could get to old to justify anything. With the paper template you can get your sales page up with in minutes. Like you say get something up, fix things later. Think about this, if someone would set up a wordpress site with just the basics, purchase the papertemplate, find a plr product in their niche, apply the principles from all this could be done in one day maximum, worse case scenario is have some subscribers that they could build a relationship with, best case they make some money, depending how you set it up that is. Every time I listen to your podcast, I always pick up on something new as in the light bulb goes off in my head, and always at the end it gives me motivation to quit procrastinating and move forward.Quit making things so hard. I used the paper template for the first time here and was totally amazed at the time I saved, the frustration I used to have. Thanks again,
    Joshua Shoemaker

    June 29, 2013 at 7:48 pm
  • Iz Reply

    Great advice Lance, your WWHWH method is more simple to understand than the traditional AIDA method. Simple, benefit rich and to the point.

    Followup looks like a great tool also, thanks.

    June 29, 2013 at 10:26 pm
  • Michelle Williams Reply

    Dear Lance,

    This podcast was copywriting caviar- delicious, high quality gems shared in tiny bites. There were many golden takeaways.

    Here are my biggest 3 takeaways:
    – Learning from what works with you
    Re-engineering what copy has previously worked on you,
    copy that got you to buy something- to understand the
    buying triggers that worked.

    – The 5 questions technique that you shared really focuses
    you on drilling down to the results and the benefits that
    the buyer gets from your product/ service

    – The headline “Who else wants to _____,_____ template-
    very flexible way to use the benefit driven headline while speaking to the core desires of your market.

    There are many more gems in this podcast- that you can use to get that sales letter that you’ve been wrestling with for the past few weeks done fast.

    Thanks Lance.

    Michelle Williams

    Interestingly, I have also invested in some of those $1k copywriting courses and what you have shared here alone- gets to the heart if what is taught in those high priced courses.

    June 30, 2013 at 4:40 am
    • Joshua Reply

      Congratulations, very well written.

      June 30, 2013 at 7:46 pm
  • Yossi Steinblatt Reply

    Hi Lance,

    Great Content and to the point.

    I really liked these points:

    1. FOCUS ON BENEFITS RATHER THEN FEATURES! (both in the headline and the bullet points).
    2. THE TITLE TEMPLATE (“Who else wants to ___________,________ and ____________ “).
    3. HOW TO TRANSFORM FEATURE TO BENEFIT! (the “so what?” technic at the end).
    4. THE 5 QUESTIONS YOU NEED TO ASK YOURSELF WHEN CRAFTING A SALES PAGE. (in order to make sure you’ve got everything covered for your audience).

    I wish I had it in my early days in internet marketing.
    Could save me couple hundreds on copywriting courses.

    All the best,

    June 30, 2013 at 7:56 am
  • alberta Reply

    Awww this is great i will love this a chance something new and different i want too join and learn everything on about have a wonderful day thank you !! 🙂

    June 30, 2013 at 8:50 am
  • Kenneth Cole Reply

    Lance of the 5 podcasts you have done, I believe this one was a home run. Anyone that takes the time to breakdown a very scary process that faces anyone writing to a global audience for a 3-5 second timeslot deserves recognition, which is why I posted a link to this podcast on my Facebook page. Being able to get your point across to a smarter audience should be the goal of every offering of a service or a product. I thought the essence of your message, when you focused on the benefits to the consumer was essential. You underscored something I firmly believe when communicating, its not about you, its about the person using your service or product. For example, The Paper Template, which is one of your products, is the workhorse of my business, it delivers on the benefits you expressed in your original copy and outlined in this podcast like a hammer on a nail. Finally, you saved me tons of time buying more stuff to confuse me…lol. Awesome podcast, mate.

    June 30, 2013 at 11:24 am
  • bob marconi Reply


    I think the ‘Real’ secret is within each of us and
    we just can’t find it…

    One problem I have is ‘who am I’? I know there
    is a auique individual inside me, based om making it
    to 70 years young, complicated by a stoke awhile

    Realistically I know I am as good as anyone else
    yet trying to interpret that to an online business
    is very hard.

    What you need to do is learn how to ‘sell’ yourself
    to your readers (blog, sales letter, etc.).

    I could sit down and write a hard luck story like
    everone else seems to be doing. The word
    ‘secret’ is the most over used word online, but
    I could write that into my hard luck story as well, none
    of which really tells you who I am or should I be trusted!
    Any more, when I see this kind of copy or video, etc.
    it goes into the bit bucket.

    I like what the papertemplate site does and am purchasing it today.


    June 30, 2013 at 1:46 pm
  • Connie Dunn Reply

    Thanks Lance, I’m a big proponent of Paper Templates. I actually paid money for a marketing specialist to write a good sales page. I learned all about BENEFITS! I still had a hard time writing one, although I’m a writer and have a marketing degree.

    Paper Templates does more than just help you write sales pages, landing pages, etc. It goes beyond that by adding benefits of formatting to my site. So even if you don’t use the canned material, which I would suggest you do, you can format your writing that isn’t available on Word Press by itself!

    I like the way the Sales Page Template asks you questions to help you make decisions about what to write. Even if you can write a good sales page, the Paper Template, makes this so easy, I cannot imagine using anything else.

    All of the things for which Lance talked about today in his podcast are pretty much done for you in Paper Templates. I know he wasn’t really promoting Paper Templates in his podcast today, but all of what he talked about are in this set of templates. I love, Love, LOVE Paper Templates!

    June 30, 2013 at 4:22 pm
  • William Reply

    Lance, I quote: “When the student is ready, the teacher will appear.” Last night, before seeing your podcast email (which I didn’t notice until this morning), I pulled about a dozen or more copywriting books off the shelf. I said, okay, I’ve finally got to learn and master this skill. Those books didn’t even include the courses I’ve bought from the big names, DK, JC, JF and TA. You can figure out the initials. I had just listened to a copywriting CD about 3 times as long as your podcast last night. I managed to get a salesletter completed last night for a new product I’m launching in the offline market, but only in rough draft. I listened to your podcast this a.m. in surprise not knowing what to expect as you chipped away every possible difficulty and struggle I’ve had with making copywriting easy. Because of my familiarity with the concepts, the points stuck and fell right into place. I listened again twice tonight because I understand the power of spaced repetition. I have just cranked out a complete salesletter for a client and have two more to go. I have become a better copywriter in just a few hours because I no longer worry about all the things you’ve taught us to avoid. I’ve done them all, wrote hundreds of headlines, swiped files, and studied and copied bullets with lots of frustration and none of it worked to create a system. You have simplified, systematized and synergized the process better than anyone I’ve heard, and in less time. I am now in a better position to use the resources I have to some real benefit even though I don’t need to rely on them to make it happen. Awesome job!

    June 30, 2013 at 8:32 pm
  • bob m Reply

    All I can say is – Congratulations Michelle…

    July 1, 2013 at 1:44 pm
  • Lewis Martindale Reply

    Hi Lance, I find this very interesting because yes you are right – I bought something online. Only to be drowned with other stuff I ended up buying. I should have bumped into this idea earlier. But of course I learned more with your podcast. This is clear and I was able to understand this more than those I bought for instructions that left me empty-handed.

    July 3, 2013 at 9:22 am
  • Brian Warren Reply

    I want to learn more on what ways I can improve my copywriting skills. I have a lot of ideas in mind, it’s just that they are cluttered and as you said, I think I do not have the master skills of doing so. But now, knowing all of these I think I can start and set up my sales page soon. Thank you Lance.

    July 3, 2013 at 9:23 am
  • Albert Marsh Reply

    Agree on the big hold-up thing and stopping me from creating web pages: the thought that I have to master everything. Which will end up with more time and money wasted rather than start earning the money I should have earned long before. Great impact and realization I had after listening to your podcast.

    July 3, 2013 at 9:25 am
  • Germaine Ahmed Reply

    I have just purchased a software training for copywriting and has been looking for pages and people to help me learn more. Thanks I listened to this audio you posted. I now have a different approach on how I could build my own sales page. Enough of burning a deal of money.

    July 3, 2013 at 9:26 am
  • Donald Doyle Reply

    Hey Lance, good point on the Headline writing. I experienced the same thing. I didn’t even know which one to pick cos in the first place, I study copywriting so I can enhance thus made me think I wont be qualified nor my choice could not be the right one. I also browsed through pages and look at other’s headlines and I am in awe and clueless on thinking what made it a good one? So, it is nice really going back to the purpose that I should earn and I should not be spending more on products that are not really helping.

    July 3, 2013 at 9:27 am
  • Marvin Johnston Reply

    The process of mastering a thing like copywriting for your sales page is not that complicated as we could perceive it is. You are right Lance, the fact that you should not be compelled to buying products that will “make” you a master of copywriting or headline writing. Where in fact, we can just really get straight to the point everytime and just bring out what we want to tell the market and people.

    July 3, 2013 at 9:27 am
  • Hugh Moore Reply

    I am a living proof of what Lance is talking about. I have spent and wasted a lot of money and time only to end up with the same knowledge with copywriting. Well if I know a person who needs sort of advice, I will be recommending this post. I should have seen this before.

    July 3, 2013 at 9:28 am
  • Christian Brooks Reply

    One point I got to put into my head the most is paying attention on the benefits not the features. Yes guys, features of a product or service can be overwhelming and will make you feel the NEED of the product. But hey, look back on what you really need and what can you benefit from getting or buying it right? Point I am keeping in mind, I promise.

    July 3, 2013 at 9:29 am
  • Christina Mason Reply

    I noticed on buying the modules and training materials for copywriting is they will just give us tips that any guy could give. I mean, with the products, we are helping ourselves. The product is not helping. I totally agree with Lance there.

    July 3, 2013 at 9:33 am
  • Jhane Lowe Reply

    Nice and simple points raised here in your podcast Lance. Well if not simple, you were able to break down all these in a simple manner and easy to understand. I am now subscribing. I can tell you are better than those who offer we pay a fortune to be taught!

    July 3, 2013 at 9:33 am
  • Chris Waldbilig Reply

    Most of the stuff we buy online for the purpose of mastering something are not worth the money. Having spent all the money on a course I will not be able to master, (I know) is not a good idea. Thank you Lance for making me realize that.

    July 3, 2013 at 9:35 am
  • Ford Gael Reply

    As you said Lance, I also have been looking on sales pages so I can take what they do or what they do differently to make it work. I do not have to buy all those stuff just to master copywriting or headline writing. I just need to focus on my idea and focus on what I really need to be equipped so I can start my webpage.

    July 3, 2013 at 9:36 am
  • Alexander Danna Reply

    I learned a lot from your post Lance. I took down pointers and notes on your podcast and I am trying to ask myself. Is this guy talking about me? Cos I have experienced the same thing you did. The only difference is, I realized all this not until now. Thanks a bunch Lance.

    July 3, 2013 at 9:37 am
  • Keith Robson Reply

    I guess we’ll learn from their marketing strategies right? What made us buy the stuff (those that we will not need that much). That is where we can start of. I mean if I would like to sell something. I should not be indulged into a shopping spree online but I should start devising a way on how can I make it work.

    July 3, 2013 at 9:37 am
  • Abby Parry Reply

    I never knew it could be this simple. Everything I need to know about selling and copywriting is just in front of me. I was just bothered and well, maybe directed into another direction. But I am now back. Thanks to Lance.

    July 3, 2013 at 9:38 am
  • Elyse Jarvis Reply

    Well, this is how modules and training materials should be made. This is simply the best example of a greatly done article and hit the key points and straight to the point. Everything was clear and I understood the points.

    July 3, 2013 at 9:39 am
  • Princess Anne Reply

    I have been waiting for something like this on the web. How come all that comes up when I did a search was all about asking me to buy something? All we need is an exchange of information and maybe, knowledge.

    July 3, 2013 at 9:39 am
  • Abdulla Jenkins Reply

    Lance, the things they don’t want me to know — I just found out with the help of your podcast audio. It is just that we know we are being pushed to buy more – what made us buy. But now, I will focus on the importance and will go on my path and my goal.

    July 3, 2013 at 9:40 am
  • Denz Ellister Reply

    Looking back, there are no pages like those before. No one sells things like “how-to”s and training materials. Old folks did it themselves. I think we still could do the same thing now.

    July 3, 2013 at 9:41 am
  • George Lane Reply

    Great podcast you have here Lance. I am subscribing after listening to this one. I have learned a lot that when I put it into words, an hour wont be enough so thank you so much.

    July 3, 2013 at 9:41 am
  • John Sec Reply

    I am just glad that I was able to get to this page and listened to you. It was amazing Lance.

    July 3, 2013 at 10:25 am
  • Stephen Reply

    I just like your page on Facebook and shared this page to my networks.

    July 3, 2013 at 10:28 am

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