In this week’s episode, Chris Cownden gets to talk with Everte Farnell, a world-class direct response copywriting expert, praised by internet marketing legends Dan Kennedy, Yanik Silver, Matt Furey, Ben Settle, Matt Bacak and Bill Glazer. We talk about copywriting best practices, what drives human behaviour, and even go over a detailed case study example that will help you understand how copywriters think. I have summarised it for you for ease but if you want to listen to this part, go directly to the...minute.

Chris has also gone through and picked out some of golden nuggets from the episode to help you take action today. Check out Everte's bio and tips down below. 

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When Everte was in College, he opened a cleaning service with a friend which kickstarted his desire to sell. He then got in the Animal Remediation Business, that means cleaning up after animal mess and restoring the house. In short, to get more clients he would go out and get clients by getting them to complete the contract by signature, until he came across Dan Kennedy's work. 

He realised that instead of doing 1-2 sales presentations a day he could do up to 500 presentations through copywriting. Following Dan's advice, he brought an extra $100k in profit to his small business just by writing copy that made sense to his clients. From that moment he was hooked!

 
Now, Everte is the the President at 9 World’s Publishing, Inc, a world-class direct-response copywriter and a small business advocate with a heart for wanting to serve at the highest level. He has appeared on Geniuses of Copywriting Podcast with Brian Cassingena, The Grafted-in Marketing Podcast with Gary Morris and written books with Dan Kennedy, his mentor. 

Everte's Case Study Example - (Go to the 25th minute for the full breakdown)

So if Everte was going to sell weight loss products this is what he would do:
1. He's going to look for guys who are over 35 who have been divorced or who's wives have filed for divorce. 
2. He's going to find their public records, their driver's licence information and BMI's would be even better. If they were once high school athletes, then they may have met their wives in college and this would have been a contributing factor in them falling in love.
3. He'd look for 35-50 year old men, who have been divorced are going through separation and have an income of 120,000+, so have a little disposable income.
4. Over 35 year old men's testosterone starts to slowly decline. Most men do not stay in shape and by 35 they're starting to get little patchy and by 40 or 42, some are really heavy or unhealthy.
5. These men usually work between 40-50 hours a week, usually have a lot more responsibilities and don't have time to work out. If you are in an unhappy marriage, people tend to eat or drink more and that helps them gain weight. 6. Showing your partner that you are beginning to take care of yourself, get fit, get strong and eat healthier will make you more attractive to your partner which human nature.
7. Re-entering the dating scene at this age as a healthier man that takes care of himself will lead to better results, than someone who doesn't take care of themselves. 

Everte's 7 Actionable Tasks
1. Find out their pain points
2. Find out what's holding them back
3. Understand your client
4. Aggravate that pain by digging deeper and finding the root cause (Problem Agitates Solution)
5. Understand the product or service you are providing
6. Understand the sales process and then just deploy that information in the correct way.
7. Offer a solution to that pain (Attention Interest Desire Action)

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Talking With Experts Podcast is the podcast for Business Owners, Entrepreneurs, Solopreneurs, Freelancers, CEO’s, Coaches and anyone else that wants to become an expert and grow and scale their business. 

Every week a new guest will gift you at least 3 actionable steps to take your business and life to the next level. You’ll hear stories, lessons they’ve learned along the way, what is working right now, how to create new revenue streams, how to work more efficiently and so much more. 

 

Join Chris Cownden on his journey by subscribing, liking, leaving a review and getting your questions answered.

See you next week!

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