5 Step Copywriting Formula used to sell $250 Million of Products — Anik Singal // Lurn, Inc.

Quotes

• “Lurn is a play on the word learn and I am all about education. But I am all about a different style of education. In today’s day and age, if you compile the level of expertise so many of us have all over the world, we should be teaching each other.” -Anik“Entrepreneurship 101 in college for me was taught by a professor who never had a company nor started one. How does that make any sense? And that’s what you get in traditional education.” -Anik“When I founded Lurn, the goal was to facilitate. Now we are an education company and a tech platform that facilitates education.” -Anik “I really wanted to build a home for entrepreneurs. We built an actual 24,000 sq. ft. physical facility and we also have a virtual home as well. We’re not just about education, we are also facilitating connection, community, and helping one another which is a grander vision.” -Anik“It is a big misconception that to be a good copywriter you need to be a good writer. Copywriting is all about sales psychology, consumer behavior, communicating, and creating influence. It is very different than writing well.” -Anik “You have to understand how a mind works and how a brain thinks. When you build the right narrative and the right environment for your presentation, the words you use are almost completely irrelevant.” -Anik “The 5-Step formula I have created has nothing to do with words. It’s all about the way the mind perceives, receives information, and creates decisions. You have to listen behind the scenes because each of those 5 words has a purpose and it’s in that purpose that we really nail the psychology down.” -Anik “So your copywriting process is a formula for how to communicate. It is not specifically the medium of putting pen into paper or fingers to a keyboard, you’re talking about how to get your message across.” -Ben “The purpose of the introduction is what’s in it for them, the person listening. You have to get to that right off the bat. As a copywriter, you have two main functions: get someone’s attention and to keep it.” -Anik “A lot of people think that the purpose of the story is to build credibility,it’s not. The purpose of the story is to build relatability.” -Anik “Here’s the deal, your story has to be a journey. All great stories are epic journeys but they are not about you. It must be about to journey to discovering your product, your system, your service, your schtick.” -Anik“The a-ha moment is a key part of your presentation. The purpose of content in a sales presentation is credibility through knowledge and shared information.” -Anik“The transition is very important because this is where you move from subconscious to conscious selling. Most people love to say, hey it’s the subconscious that gets sold. That’s 75% true and 25% false because I do agree that subconscious is what decides initially that it wants to buy something but it is the conscious, logical side of the mind that makes the actual decision.” -Anik “The transition is literally the bridge between the conscious and the subconscious. The purpose of the transition is very simple, answer the WHY.” -Anik “You never reveal the price in the transition. They’re not ready yet. The price cannot be revealed until you’re in the pitch part of it because you have to build value. The price is a logical mind issue, not a subconscious issue.” -Anik“The purpose of the pitch is to confirm the sale. 90 times out of a hundred, if someone is still listening to you and you’ve begun to pitch, they’re sold. There is only one question in their mind and that is, how much?” -Anik “Imagine if someone is asking the question of how much, they’resold on the service or the product. They just want to know, is it worth what you are asking for. So this is where the logical mind comes in and does a very simple calculation.” -Anik “The point here is this, the logical mind protects its money very clearly and says, ‘If I’m giving a dollar, will I get at least 10 back?’ and when you can convince that logical mind that ‘yes, indeed you are getting 10x the value back’, that mind is going to jump and make that decision because, at that point, it’s simple ROI decision.” -Anik