We’re going to have some FUN today.

Here’s how this is going to work:

I’m going to PRETEND to sell you something.

And, as I go…

I’m going to drop a bunch of hints about what I’m doing.

Your job?

Read between the lines and figure out WHY I’ve included each section.

Sound good?

Great.

Here’s how I advise you do this (based on how I dissect copy):

1. Read through everything to get a big, zoomed out picture. Ignore the hints (the bits in bold) at this stage. Then, once you’ve got a macro-view of the copy…
2. Study each section individually. How does this one section contribute to the big picture? Use the prompts to help you. Finally…
3. Dissect the individual word choices. This is the micro-copy. It is the least important part. But you should still think about why I’ve chosen certain words over others.

Now…

Why am I making you read between the lines and not just TELLING you the answers?

Because I want you to FOCUS.

If I simply give you the answers… it’ll go in one ear and out the other. That’s how the human brain works.

Instead?

I want to train you to spot this stuff for YOURSELF.

I want you to read between the lines.

I want you to LEARN this stuff (and IMPRINT it on your brain FOREVER).

I’ll be helping you with prompts and hints along the way, of course (these will be the bits in bold).

But today…

You’re the scientist. You’re the one unpacking all the secrets. You’re the one learning how to brew his OWN potions.

I’m just the messenger.

Right.

You ready?

Put your copywriting hat on.

The sales pitch has begun….

You're trying to land clients on Twitter.

Everyday you see another guy shouting "I just hit $10k/month!"

Meanwhile, your Stripe account still looks like the heartrate monitor of a hospital patient who's just pulled the plug.

What am I doing here? Do you see why I’ve led with this? What emotions am I creating? Can you see how the contrast heightens these?

You've tried to solve the problem yourself.

You bought courses.

You joined workshops.

You stared, agonisingly, at people earning $10-20k/month wondering how the fuck they did it while you're still stuck at ground ZERO.

And still, nada.

Ask yourself: why is it vital that I highlight the solutions which have failed you?

And now you're sitting there, confused, frustrated and convincing yourself...

"I can't land clients because I don't have any case studies or testimonials!".

These 2 lines seem innocuous. They are NOT. Think about what they imply. How do they open up the possibility for a perspective shift? Are you truly helpless? Or have you just been given the WRONG advice? Because we can fix the latter…

Oh really?

Well... let me ask you this:

If that were true, how would anyone EVER land their first client? (we all start from zero, after all)

Even further, why is it that even when you offer to work for FREE or give an INSANE guarantee like "you don't pay until I get you results"...

People STILL aren't interested.

After all, there's no risk to them, right?

Well, that's EXACTLY the problem.

You THINK you've handled all the risk.

You think that by taking money out of the equation, your prospect should immediately drop their panties and say "well, Jeez, let's go then big boi!!!"

Can you see the purpose of the 6-8 lines above? What perspective shift am I creating in your mind? Again - is your situation as hopeless as you feel? Or are you just MISSING something?

But that's where you're WRONG.

Because there are, in fact...

4 other types of RISK which are NOT related to MONEY.

Ooooh. Now I’ve got your attention, right? Something you didn’t know. A perspective shift. I’m betting you’re now curious to find out what these other risks are (even though 2 minutes ago you’d never even heard of them).

And you want to know the rub?

Until you handle each of these, no-one (and I mean NO-ONE) will EVER work with you.

DING! Now you’ve got a problem you CANNOT solve without me. How did we get here? Read through the copy again if it’s still a mystery to you.

How do I know this?

Because...

That's EXACTLY where [client] was before he came to me.

Large audience.

Consistent leads.

What he thought was a great offer.

But still UNABLE to land a client to save his life.

Well, we fixed that right up.

I showed him how to identify these 4 hidden risks that were (silently) sabotaging his offer. I showed him how to eliminate them. And I showed him how to TRULY make himself a risk-free investment for his prospects (while still charging MONEY).

The result?

7 days later he landed his first client (after months of previously failing).

Coincidence?

I think not.

There is NUANCE to the lines above. I’m including a case study, sure. You obviously spotted that (you know proof is 80% of the game). But why THIS case study? Look at how I described his BEFORE situation. Can you see how this aligns with YOUR situation?

And now I want to help YOU do the same.

Which is why...

In 7 days' time I'm hosting my Risk Elimination Workshop.

This is where I'll show you EXACTLY how to:

1. Identify the 4 "non-monetary" risks secretly de-railing your offer
2. Instantly eliminate these so your prospects finally trust you
3. Close your first client

60 minutes.

One mind-blowing perspective shift.

And within 7-14 days you WILL have your FIRST CLIENT.

Interested?

And then... I simply tell you the price, add some scarcity/urgency and show you the "Buy Now" button. (I won’t bother with that today since this is just make-believe selling).

But…

Do you see it?

Do you see how that argument developed?

How I POSITIONED myself as your ONLY option?

If you do… great work. Because this is NOT easy to understand. It took me MONTHS of banging my head against the wall before I could dissect copy like this. So I’ll be genuinely impressed if you’ve cracked it!

Still don’t get it?

Read through it a few more times. Write out the copy on pen and paper (this sounds silly but is one of the best way to spot things you otherwise missed). Work backwards and see how I reverse engineered the sale.

And if you’re still stuck?

Ping me a message. I’ll give you some extra help.

But before you go…

Reminder: the copy above only works because the underlying message is 100% true. There are additional risks which are (probably) sabotaging your offer without you realising. And it is 100% true that until you fix these, no serious client will send you $1000s over the internet to work for them.

(This is something that maybe 0.1% of people on Twitter understand).

Who knows.

Maybe I will do a workshop on it soon (*inserts shrug emoji*).

Right.

You’ve used enough brainpower for today. I’ll leave it there.

Talk soon,

Harry

PS. I built a $15k/month brand in under 6 months.

Want to do the same?

Get daily copywriting and marketing insights here: harrybeadle.com