Eight out of 10 people only read headlines.
Visitors to your website only read 20% of the content you write.
People only read the first two words on a line — usually, they miss the third word.
It’s numbers like this that make you think you should hire a copywriter.
But then you learn about the costs of hiring a copywriter to get more clicks:
Review of: Copywriting Secrets
Summary: Copywriting Secrets is a powerful and fundamental book that will teach you how to get more clicks, gain more visibility, attract more leads, earn more subscribers, and and land more sales online.
Facts like these make you wonder if it’s all really worth it — or if words-that-convert are a matter you can master yourself.
I’m going to let you in on a secret about effective copywriting.
No beginner copywriter knows what works. They only learn what works after they go through some trial and error, gain some real data around where customers are leaving and where they’re spending the most time, and refine the copy based on the results.
So if they don’t know what works, how can they help you make more sales?
All you need are:
And that’s exactly what Copywriting Secrets, a powerful and fundamental book for anyone who wants to make money using ads, emails, sales letters, teaches you to do.
What is Copywriting and Why Does it Matter?
When I say that everyone can use Copywriting Secrets, it’s not an exaggeration.
It’s a testament to the power of words when it comes to motivating people to buy. It’s also a clear acknowledgement of just how important content marketing has become when you need to sell anything online.
Most people hear “copywriting” and they think they’re talking to someone who practices copyright law.
But copywriting is nowhere as dry, arcane, or wordy as legalese. In fact, if you’re doing it right, you should be communicating information to your leads at a third-grade reading level.
That means you value your prospects’ time and you want to give them access to your offer as clearly and strategically as possible.
Now, the “strategy” part of copywriting secrets comes from knowing which buttons to push when you’re writing ad copy or how to tell a sales story that guides a customer from being unaware about how to solve a problem to totally gung-ho about your solution.
But, in my experience, copywriting is simpler: It’s like being someone’s best friend and their worst enemy all on one page.
Think about it this way:
...you start off describing your reader’s deepest, darkest, most pervasive pain to them. You hold up a very unpleasant mirror.
Then, using words, you continue to poke them everywhere it hurts. Slowly, they remember why they need to change, take action, or simply make a different decision.
And then, you’re their best friend. You offer them a solution that actually works, without being pushy, scammy, or salesy.
Now, many entrepreneurs will tell you that what they want is for quality leads to open their wallets and buy. But the truth is that copywriting is about trading something far more valuable.
Something that’s almost a scarce resource.
And that’s attention.
With so many solutions, offers, services, products, and opportunities, the only possible way for your readers and prospects to trust you, buy from you, and remain loyal to you is through maintaining their attention.
And nothing grabs attention on the Internet like copy and content.
Clearly, everyone can use a reliable way to master high-converting copy.
What is Copywriting Secrets?
The Copywriting Secrets book is not written by Russell Brunson — even though it looks similar to the DotCom Secrets book (a trilogy including Expert Secrets and the new edition of Traffic Secrets).
Instead, Copywriting Secrets is a book that uses the very formulas it’s trying to teach you. As you go through this marketing book, you’ll be able to see persuasion in print and action.
Here’s an example of a sales letter, across a series of pages, that earned Jim Edwards, author of the book, $2.5 million in sales.
Hey, no one said that looking beautiful was part of copywriting secrets. Instead, the book shows you book how to use the power of words to:
Most copywriting books try to teach you how to “write great copy.”
Except that every time you try, your words fail to convince anyone to buy — except maybe your mom and a few loyal friends.
But the book shares with you the greatest secret about copywriting (and it doesn’t matter what you sell).
The power of words in well-written sales copy is not an art.
It’s a puzzle.
You don’t write copy — you assemble it.
According to the legendary advertiser, Eugene Schwartz, when you’re creating copy:
“You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures. [Your words are] building a little city of desire for your person to come and live in.”
Does this sound familiar?
If not, read that quote again.
Think about another concept in marketing that relies on strategic placement, building blocks, and the logical, stepwise journey that guides a prospect from start to finish.
The finish being a sale.
Which means that sales funnels and sales copy skills go hand-in-hand. Learn one and you’ll enhance the experience of the other.
That’s what the Copywriting Secrets book does. Through 305 pages the book unpacks 31 proven copywriting formulas to help you become a million-dollar copywriter.
Through the Copywriting Secrets book, you’ll learn to use the power of words to get people to take action in such a natural and seamless way, your prospects won’t even realize they’re being persuaded.
Hint: One of the main copywriting secrets, says Jim Edwards, is to make sales copy “disappear.”
As the Copywriting Secrets book tagline says,
“...no matter what you sell or who you sell it to!”
Jim Edwards: The Author of the Copywriting Secrets Book
There’s a reason why it’s Jim Edwards and not Brunson writing the Copywriting Secrets book.
Jim. Knows. Great. Sales Copy.
You may have seen him working together with Russell Brunson on Funnel Scripts, the copywriting software from the creators of ClickFunnels.
Russell is wise — he knows his lane or area of expertise lies in helping entrepreneurs make profits from funnel building.
But Jim Edwards is the self-taught, go-to guru for success with sales copy. Just take a look at his credentials:
Yes, you read that right.
So if this isn’t the right guy to give you in-depth training through the Copywriting Secrets book — who is?
Is Copywriting Secrets the Same As Funnel Scripts?
Before we get into the full review, I want to let you know that the Copywriting Secrets book is not the same product as the Funnel Scripts software tool.
Funnel Scripts is a done-for-you copy generator that uses your knowledge of your customers and details of your offer to create high-converting copy for your funnels, ads, blogs, email newsletters, and more.
And that can save you an enormous amount of time. It’s the perfect alternative to keeping an in-house copywriter or creating copy from scratch.
In fact, a lot of the formulas that power Funnel Scripts are explored further in the Sales Story Secrets upsell (I’ll tell you more about that later in my review).
They might seem similar because Jim Edwards worked on both — but that should just demonstrate how powerful his ability as a copy creator truly is.
The Copywriting Secrets book, on the other hand, will give you everything you need to customize, tweak, and perfect conversion copy.
Go Deep Into the Copywriting Secrets Book
The Copywriting Secrets book is all about persuasion with words, right?
Well, there are many “secrets” to convincing people — and, often, you have to employ a combination of sales letters and sales copy formulas.
These secrets and insights work together so you can use the formulas to build persuasion over time. Some examples in the book include:
When you check out the sales page for the Copywriting Secrets book, it gets sort of overwhelming reading about the sheer amount of information Jim Edwards packs in a mere book.
So I’ve broken down his deliverables into five basic sections. I’ll quickly summarize what you should expect in each section of the Copywriting Secrets book.
1. Copywriting Mindset Secrets
Jim Edwards begins this section showing you how to cultivate the copywriting mindset, as he calls it. You’ll get a crash course on:
2. Sales Formula/Letter Secrets
This is where the rubber meets the road. It’s not just that great copywriting leaves clues. It’s that great copy can always be plugged in and “built” using formulas — and these work no matter what you sell. This section reveals formulas and templates for ads, emails, and sales letters which have never failed.
3. Make ‘Em Thirsty Secrets
The secret to selling through ads, emails, and sales letters? As Jim Edwards says, “Make ‘em thirsty!” In other words, you want to tickle those levers so they’ll buy faster. And the best way to do that through copywriting is to use four basic sales stories.
The stories make your prospects “thirsty,” and your copywriting will guide people to the drink. This is a proven pattern for success with copywriting.
4. Sell Without Selling Secrets
Remember that one of the best copywriting secrets is to make it appear you’re not selling at all. This is the section that helps you master and embed those secret “stealth closes.”
Remember Columbo, famous for “playing dumb,” while secretly figuring out the truth? Well, Jim Edwards shows you how to use this section of the Copywriting Secrets book to give your customers value and close without pressure.
5. Copy Polishing Secrets
Don’t be fooled by the name of this section in the Copywriting Secrets book. It’s not optional. Copywriting is only as good as the amount of tweaking and refining you do. Often, you can use data to guide your decisions.
But you can also use the feedback to plug into a few proven methods for improving your ads, emails, and sales letters. That’s what this section of the Copywriting Secrets book is all about.
How to Get the Copywriting Secrets Book
There are several ways to get Jim Edwards’ Copywriting Secrets book in your hands. Perhaps the cheapest is to head directly to the Copywriting Secrets book sales page.
Here, Jim sells the Copywriting Secrets book using the tried-and-true Free plus Shipping Cost offer. This means that you’ll get the book for free as long as you pay the shipping costs. That’s $7.95 for the Copywriting Secrets book in the United States and $14.95 anywhere else in the world.
However, Jim also makes you a unique promise. If you don’t like it, you can ask for a refund and you don’t have to send the book back. You essentially get free shipping for the Copywriting Secrets book.
Where Can I Buy the Copywriting Secrets Audiobook?
To get the audiobook version of the Copywriting Secrets book, all you need to do is grab the original offer. The audio version will pop up as a “Special Offer” before you complete your purchase of the Copywriting Secrets book.
The second “Special Offer” for the Copywriting Secrets book is Sales Story Secrets, another book that helps you create the right stories that will motivate your audience, no matter what you sell.
This is the book you want on your side when you’re ready to get even more in-depth with learning copywriting secrets for any industry.
Copywriting Secrets Review Summary:
A Tool You’ll Return to Over and Over Again
Look, this is a real kahuna of a book — and I’m not going to lie. I still haven’t used every single technique in Copywriting Secrets.
What I know for sure, though, is that every time I sit down to write any of my marketing materials, sales pages, ads, emails, and even social media posts, I first thumb through my Copywriting Secrets book.
And I expect I’ll be doing that until I become a master copywriter. What about you?
Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels. The opinions expressed here are my own and are not official statements of ClickFunnels or its parent company, Etison LLC.