Here are the "Key Takeaways" from each chapter of this remarkable Copywriting Secrets book in Mega-List format for you to review periodically as you build your copywriting skills through Jim's teachings!

Last Updated:
February 25, 2020
First Published:
February 25, 2020
VIDEO: Video stream of Colton trying to define self marketing, why it matters, and who it can benefit
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<< I wrote this just for this group and hope you'll get some benefit from it >>

Thank you, Jim Edwards, for all that you do.

#1 Sales copywriting is anything intended to persuade the right reader, viewer, or listener to take a specific action.

#2 Learning to write good sales copy can change your life.

#3 10 reasons why people buy: Make $$, Save $$, Save time, Avoid effort, Escape pain, Get comfort, Achieve health, Gain praise, Feel loved, Increase popularity.

#4 Prospects care about having THEIR needs met, THEIR problems solved, THEIR fears calmed and THEIR desires satisfied.

#5 Every copywriter must develop their skills in this order: writing headlines, compelling bullet points, explanations of the offer, and calls to action.

#6 The headline of your copy MUST stop the readers in your ideal audience and get them to pay attention to what you are saying with an EMOTIONAL CONNECTION, or you will never have a chance to sell them anything

#7 Segment your audience by hot, warm, & cold traffic sources so that you can tailor your sales messages to each group's specific needs. Hot = knows you, Warm = knows what they want, Cold = hasn't realized a solution to their needs exist yet.

#8 Meet FRED (Fears, Results, Expectations, Desires). Deeply understand your ideal audience member's PQR2: (Problems, Questions, Roadblocks, Results).

#9 Bullets in your sales copy should explain using Feature, Benefit, and Meaning of each point of value in the offer

#10 People buy on emotion (fear or desire) and later justify with logic. Tie your product or offer to their strongest emotional drivers: Love for, Hate, Fear of, Vanity, Pride, Longing for, Greed, Freedom.

#11 Start testing your copywriting results religiously, but also using sound science, of course. Continuously A-B split test your work's components, such as: Headlines, Offers, Prices, Bonuses, Email subject lines, Calls to action, Order button text, Colors, Etc.

#12 Warm yourself up to the process of copywriting by spending the time to immerse yourself in customer research. Get the words, feelings, and ideas directly from existing sales copy and reactions that engage people.

#13 A prospect with a confused mind will always answer "No" in a sales situation. So keep your messages simple and direct, don't make them feel stupid, and always speak to how much you can help them vs. how smart you are.

#14 Support your sales message by showing proof of your offering and personal credibility to help prospects feel more comfortable in the decision to buy from you. Use Testimonials, Endorsements, Statistics, or even Quotes that support your sales message. Aim to gather honest testimonials right away!

#15 Learn and adopt the 3 sales formulas that take people through the mental process that sets them up to buy (Problem/Agitate/Solve, 3X benefit, Before/After/Bridge).

#16 Which type of sales letters you can start using (and testing for yourself)? Probably a video sales letter. But also consider long-form and other short-form sales letters. Long-form tends to suit expensive offers well.

#17 13-Step Sales Message Formula to stack value: Headline, Shocking statement, Define the problem, Agitate, Present the solution, Bullets to arouse curiosity, Credibility statement about you, Proof, Sum up offer and give a price, Bonuses, Guarantee, Call to Action, Postcript (P.S.).

#18 Use short-and-sweet email teasers with a subject line that grabs their attention, bullets to arouse curiosity, and a link to click as your call to action.

#19 Get the first draft of your sales letter done as soon as possible. DO NOT start writing on a blank page. DO think and write in chunks, using inspiration from your Swipe File to "assemble" your sales letter instead of "writing it from scratch".

#20 Use compelling stories to "Make people thirsty" throughout your content marketing. Then, your sales copy is used to "tell them where they can buy a drink".

#21 Don't try to please everybody. Take a strong position in your beliefs and opinions one way or another. There's $$$ in being loved or hated but NEVER in the middle.

#22 The key to successful sales is the promise made by any product or service. The promise is often contained in the headline and contains these parts (the Hurdle, the Prize, the Timing, the Eliminator).

#23 If you copy isn't converting your prospects, ask yourself questions to determine whether or not you've missed something in an area causing your copy to suffer performance losses. Consider: Headline strength, Is offer clear, Reason to buy now, Emotional driver, Bullets arouse curiosity, Price, Graphics and color, Proof, Etc.

#24 Draw out the negative problems people have ONLY to get in sync with them, then lead them over to your solution — Be an empathetic savior!

#25 Use Stealth Closes to drive traffic from free content and paid offers. 1) Hook them in with the promise (and delivery) of value 2) Model this delivery: "By the way, did you know ____? Well, ____ and ____, it's true. Check it out."

#26 If you want to hire someone to do copywriting for you, understand it is NOT a set it and forget it affair. You WILL still have to DO WORK to get good sales copy back from any copywriter you hire.

#27 Get out of your head and into the mind of your prospects by using a guided meditation called the "magic desk" exercise. Do this after your market research. While visualizing, record your thoughts and observations from the perspective of your audience members' viewpoints.

#28 5 Truths about Ads (The only purpose of an online ad is to get the right people to click your link, Curiosity is key, Use questions to help craft ads, Attention + Curiosity + Call to Action = Ad Formula, It's a numbers game).

#29 Use Hooks to incite curiosity in your copywriting. A hook is essentially a sentence story using the formulas of Unlikely Character + Timing + Results. Or, (Results + Timing) - Pain.

#30 Create and use your own "Swipe File" to save any media that grabs your attention and words so that you can review before any new copywriting project (webpages, advertisements, sales letters, brochures, direct mail, posters, infographics, anything really!).

#31 Polish your sales copy by checking to see how it looks on various Web Browsers, Operating Systems, and Electronic Devices. Check for valid formatting, form, grammar, spelling, punctuation, and style (doesn't always need to be proper, but should be sensible). Does your secondary reading path make sense? Can you skim through the headlines and get the gist of your sales message?

There's just too much good stuff in the final segment of the book "Everything Else You Need to Know About Sales Copywriting"

You can get your copy of the book at the link below (I AM NOT an affiliate in any way)

<< Let me know if you would change anything about any of these takeaways! >>

colton james townsend smiles for the camera with the seattle port in the background

Colton James Townsend

Storyteller and Teacher at, "Fearless Story Productions" and "Wake Up & Do Me"

I live, work, and write in the fine city of Walla Walla, Washington. I help creative people and business owners publish stories and content for the web so they can achieve results online, personally and professionally. You're an expert in your field or a person with a strong story to tell — I help you broadcast your knowledge and experiences effectively. The results? Amplification.

MISSION: "Bringing Your Brilliance to the Whole Wide World"