Author Archives: Chris Hughes
Author Archives: Chris Hughes
Goals can sometimes be difficult to achieve, right? Well, that used to be true until you learn this 3 step system to achievement.
The problem is that you might struggle when it comes to actually achieving them. That tends to be a common problem when it comes to achievement.
Most people when planning their goals simply see is a “success event” where they suddenly come across a ton of money, which to them means they’re now living the “good life”.
That’s about as specific as the average person will get. They will think “I’ll have so much money, and I won’t have to work at this crappy job or in this crappy apartment anymore”. That’s it, if you were to ask them any further details about that moment or how they could get there, they won’t be able to tell you.
I was that way too, I simply thought it would just miraculously get better.
There is a better way!
Here’s a few questions to get you on the path to achieving all your goals.
The good news…
(watch the video)
See where the problem is? They aren’t specific about what that goal actually is. Instead of just saying they “want more money” they should state that they’d like to “increase my monthly income by $5,000 by July 10”.
That way they know what they are going for, and they are more likely to achieve it.
After that is the step where you set an action plan towards achieving the goal. You know, the step where you actually set up the pan to achieving your goals. This is a sticking point for a lot of people, because they get intimidated by large goals they might have set.
example: goal of losing 30 pounds, but focusing on the 30 pounds instead of losing 1 pound a week.
And finally, the last step… the last step is simply putting in the work every single day on the daily steps.
That’s right, taking action! This is another difficult step because you won’t just immediately accomplish your goals. They don’t just miraculously happen. You need to put in the work, every.single.day.
Considered one of the best copywriters of all time, Joe Sugarman is
Well, he’s considered one of the best copywriters of all time. He’s up there with David Ogilvy, Eugene Schwartz, and John Caples. He’s the real deal.
And he happened to write a book on copywriting that has become a classic. It’s easily one of the top 5 books on copywriting.
In Advertising Secrets of the Written Word, he breaks down his approach to copy so that you can replicate it. Within the book, he includes 17 axioms of copywriting. To write copy as persuasive as Sugarman’s, this is where you want to start.
I’ve gone ahead and copied each of his axioms here.
So if you want to write better copy that gets you more customers, I’d staple these to the wall behind your desk:
This is Sugarman’s definition of copywriting. Basically, it’s the process of putting your knowledge and experience in writing in order to sell a product or service.
Your entire ad is designed to do one thing: get people to read the first sentence. This is why people include giant, bold headlines. If you can’t get people to start reading your ad, you’ll never persuade them to buy from you. Never design an ad that distracts people from reading the first sentence.
There’s a lot of formulas out there on how to write headlines and start your copy. But at the end of the day, all it really needs to do is to get people to keep reading. Grab people’s attention with the first sentence and set the stage so that they’ll want to keep reading.
As you get people to start reading your copy, the next goal is to create what Sugarman calls a “buying environment.” This includes the copy, the layout, design, everything in your ad. The rest of these axioms will help you create that buying environment.
As people read your copy, they should say yes to each of your statements. All of your claims should resonate deeply with them. The goal is to write from their point of view so that they get the feeling that you know exactly what they’re going through. This is only possible when you put in the time to deeply understand your customers. The easiest way to do this is by talking to them in person and asking them about their problems.
Your copy needs to be so compelling that people can’t stop reading. Do this by leading with a personal story, give hints about what’s coming later, or not completing answering a question. Give people a reason to want to keep reading.
When writing copy, none of us know what will truly work. The only way to find the best solution is to try different approaches. So experiment with your copy and make sure you can measure it to see which versions work the best.
By building curiosity in your copy, you’ll easily get people to keep reading. Sugarman relies heavily on curiosity to keep people reading and it can be a very powerful tool. But make sure you’re using curiosity to attract the right kind of customers for your business. Using massive amounts of curiosity will get you plenty of attention but it won’t do you any good if it doesn’t produce valuable customers.
The benefit of the product is far more important than the product itself. So pay close attention to your positioning and unique selling proposition.
After you’ve put together all of your notes and done your customer research, take a break. This will give your subconscious time to work through the problem and come up with the best approach for your copy. When you’re ready to start writing, let the copy pour out of you. Don’t worry about grammar or anything else. Your job is to get everything that’s in your head on paper. Editing comes later.
If you need long copy in order to sell effectively, use long copy. Some products don’t need long copy like a bottle of Coca-Cola. All people need to know is where they can get it, that it’s cold, and the price. But other products will need to take people through an entire sales process before anyone will be willing to buy. Use as much copy as you need in order to make the sale.
Your copy should be in the first-person. We don’t connect with amorphous “brands.” We connect with people. Make your copy personal so that readers feel like it was written directly to them from someone else.
Each new claim should logically flow from the previous one. If you jump around between all sorts of different ideas, people will get confused and feel like you’re trying to trick them. Keep it simple by moving people from one step to the next.
The most important role of editing is to remove unnecessary words. This makes your copy more persuasive and easier to read. A lot of people skip this step and end up with rambling copy that doesn’t get great results. The best copy has been edited and refined countless times.
You can’t just grab people’s attention, throw out some basic copy, and hope for the best. You need to engage people and get them to form their conclusions with you. If copy is too obvious, people will feel dumb or bored. Then you lose them. Build some intrigue into your copy.
People don’t care about prevention. They’re not willing to spend money to prevent a problem they don’t have yet. Cures on the other hand sell VERY well. Even if you have a preventative service or product, you want to position it as a cure instead of a prevention.
People love stories. It’s the single best way to communicate a message and persuade people. Whenever you get stuck and don’t know what to do with your copy, start with a story.
There you have it.
The 17 copywriting axioms of Joseph Sugarman.
If you want to dive into all this and get better at copywriting (one of the most important skills in business), I highly recommend picking up Sugarman’s book.
The hardback version of Advertising Secrets of the Written Word can be pretty hard to get your hands on (copies usually sell between $50 and $300). But the publisher just released a Kindle version for $10.
Are you looking to optimize YouTube videos for SEO? If so, you’ve come to the right place!
In this guide, you’ll learn how to optimize YouTube videos for SEO, how to optimize your YouTube channel and how to set your channel up for success. If you have been dabbling with YouTube videos, this guide is going to take your channel to the next level. You will need to put in the work to create the content, but if you follow these guidelines you’ll have a better chance of success.
Let’s start off with optimizing YouTube videos.
Before you launch your video, have you thought about the title of it? Does the title accurately reflect what is inside the video? What about the length of the title? Does it show up and read properly on mobile devices? Is it a short and concise title that is emotionally driven and/or keyword optimized?These are all things you want to focus on before pressing “Publish” on your video.
Your description should start off with a keyword optimized sentence or focusing specifically on the keyword that the video is about. In an ideal situation you will also write in an educational message within the description that provides value to the reader if they choose to click “See More”. After that, you want to link up to other videos you have and at least 1 playlist that is relevant to what the video is about.
Did you remember to add a link to where people can subscribe to your channel? What about links to other social media accounts you have set up for the channel? You want to make sure that all of the links in the description are clickable and are trackable. I recommend using ClickMagick for setting up these tracking links.
How many tags are you using? Are there at least 10 relevant tags for your video? Did you include both one-word and phrase tags or just one or the other? Do the tags accurately reflect what’s in the video or are you just throwing words in there because they sound cool? You’ll want to make sure the tags have a high search volume and low competition so that you can rank easier.You can find these keywords by using tools like VidIQ, Google Adwords Keyword Planner and Keywordtool.io
The thumbnail is one of the first things to catch a viewers eye. Does the thumbnail accurately reflect what the video is about? If you choose to have text on the thumbnail, is it easy to read on both desktop and mobile? If there is text, does it complement the video title? You can use Canva.com to create these thumbnails very easily.
In order to get people to spend more time on your channel, are you including YouTube cards within your video? These are used within your video to drive traffic to other relevant videos you have on your channel.
Does the banner on your channel accurately reflect the channel’s content and what niche you’re in? How does the graphic look on desktop? Does it also look good on mobile?
Are the top two lines of these keyword optimized? You want to make sure that the first paragraph is a brief overview of your channel. Did you include your upload schedule if you have one? (example: New videos every Tuesday at 2pm EST) Do you have your social media links in there, and do they all work?
Have you created custom playlists in your channel? Do these playlists have keyword-optimized descriptions that are relevant to your channel? Where do you have these playlists? Are they featured on the landing page of the channel?
Do you have a channel trailer set up? If not, you need to record one ASAP! Does this trailer show up on the landing page? Does the channel accurately reflect what your channel’s content and niche is? Is the trailer telling the best story in the shortest amount of time?
Would you like to shortcut the time it takes to create profitable YouTube videos? The training that is put together in the Video Ranking Club course will teach you the step-by-step system to duplicating this.
It was on May 6, 1954, when a 25-year-old medical student in London made history.
On that day, Roger worked his usual shift at St. Mary’s Hospital, then took an early afternoon train to Oxford. He ate his lunch, then met up with track teammates Christopher Chataway and Chris Brasher. The three of them were members of an amateur all-star team, and they were preparing to run against Oxford University.
Around 1,200 people showed up to the track to watch the days event. The day did not have the optimal conditions for a record-setting day, but that didn’t stop Roger from making history. That day, the crowd witnessed history being made.
No one had ever run a 4-minute mile, and it was thought to be impossible.
However, with Bannister’s explosive kick, Bannister ran a mile in under four minutes. It was even recorded at 3:59.4, becoming the first man to ever break the barrier that seemed impossible prior to that moment.
For some people, running a mile is one of those tasks that we reflect back on and we think about the old days in high school, where we had to run the mile for physical education class… others remember the days they played sports and remember running around the track, trying to beat their own personal best.
When Roger broke the 4 minute mile, everything changed.
Prior to Roger Bannister running a mile in less than 4 minutes, no one had done it. But it was said to have been possible.
The “four-minute barrier” has since been broken by many male athletes, and is now the standard of all male professional middle distance runners. In the last 50 years the mile record has been lowered by almost 17 seconds, and currently stands at 3:43.13
During the video you watched above, Roger said “we seemed to be going so slowly. Impatiently I shouted faster… but Brasher kept his head and didn’t change the pace.”
Without having Brasher alongside Bannister, there’s a chance that he would have burned out sooner in the race. The same is true with yourself, it’s often other people (our teams or mastermind groups) that help us stay on track.
During the race, a voice yelled out “Relax” to Bannister. He obeyed and is glad that he did. Most of the times we get caught up in what we’re doing and we forget to relax.
It often takes a short period of reflection to see that it’s the moment when you relax that the magic tends to happen. That’s why breakthroughs often happen when you’re out and about, or in the shower. Your body and mind are in the relaxing state and that allows you to creatively come up with solutions to problems and to remain in the moment.
The most important thing I did during my cage free shark dive was to remain relaxed throughout the process. Freaking out does no good.
By knowing what you ultimately want, you are able to break it down into manageable chunks. Instead of trying to just run a 4 minute mile with no other plans, Roger had his teammates helping with setting the pace, he knew what time he needed to run each quarter mile, and then he simply worked the plan.
“Somehow to do it, I had to run the last lap in 59 seconds. Chataway led around the next bend and then I pounced past him at the beginning of the back straight, 300 yards from the finish.”
You will know when the time is right for you to pounce and to take massive action. However, you need to actually do it when its time to do it. Don’t wait for anyone or anything. You know when the time is right, so its up to you to do it.
It is difficult to pick a niche and focus only on that specific niche. That’s why I recommend doing it a different way!
Have you ever asked yourself How do I find my niche on YouTube if I have a lot of interests?
Well, if you have then this video is for you!