Articles by Lynn Swayze

FREE: How to Use My 11 Marketing Factors to Come Up with Your High Ticket Offer


So as you may know, Adam Hall and I have a product we’re building called the “11 Marketing Factors”. It’s a system I’ve used for over a year to perform copy research and build better offers.

Just this week, I had a client who wasn’t sure what he wanted to sell as his high ticket offer. He knew he wanted to move from one-off hypnotism sessions to products and consulting, however didn’t have clarity as to how to do that effectively.

He’d already watched some training by Sam Ovens, which only confused him more. He was walking toward the road toward reinventing the wheel before I stopped him in his tracks.

“Remember my 11 Marketing Factors, and how each of the factors must be in alignment with the others?”

“Yeah,” he responded. We’d already had an hour-long call to go over these factors for his CURRENT business, so it should have been fresh in his mind.

I continued:

“Well, you already have a few of those factors nailed down already, which means you need to consider what works around THOSE… not try to do market research to build some new business.”

Because look, this guy DIDN’T need to go and spend a week on market research or whatever the high ticket expert suggested.

For example, this guy already knew…

His PERSONA. He was the face of his company. He wasn’t planning on changing who he was for this new offer.

His PRESTIGE FACTOR. He had a specific way of going about solving problems that, while not named, served as his unique mechanism which he wasn’t currently including in his marketing.

His PATH. He already had stories to tell and wasn’t going to tell completely new stories based on this high ticket offer.

His PRINCIPLES. Again, he wasn’t changing his values when he switched to his high ticket offer… he just needed to make sure he was building these in.

His PACKAGE. (ha ha, not THAT package. His product!) He already knew he was going to sell a product based on hypnotherapy. So he didn’t need to go researching new ways of delivering his proprietary system. We just needed to figure out how to PACKAGE it.

His PROOF. He had plenty of testimonials and case studies. So while we did need to work on building them into the marketing, it was clear he didn’t need new proof here either. Although I did strongly encourage him to BETA TEST first, so he could get feedback and some early wins to piggyback off of.

When I told him all this, he relaxed a little. He could see that he DID have things figured out a bit already.

So now we had to decide on the PROBLEM, which would help us figure out the PAIN POINTS, PROMISE, and PRICE.

And that’s a LOT easier than thinking you have to start from scratch, eh?

If you’d like to have a handy printout for these 11 factors, I’ve got your back. Just go to the original Facebook post and slide your favorite gif into the comments and I’ll rush you a free copy. You don’t even have to sign up for my crappy email list to get it. 😉

Articles by Lynn SwayzeCopywriting

The Copywriter’s”Spicy Sentence Enhancer”

Photo by Elevate on Unsplash

There’s one particular episode of Sponge Bob Square Pants I’ll never forget.

So, Sponge Bob is taking out the trash at work and begins reading the “graffiti” on the side of the dumpster.

“Nematodes are People Too.”

“Down with Air”

“Patchy Was Here.”

And then the camera changes to a dramatic angle as Sponge Bob reads:

“Crabs is a <dolphin noise>”

To which someone standing by scolds him, “Do you kiss your mother with that mouth?!”

The rest of the episode involves Sponge Bob and Patrick testing out different words in front of the entire restaurant, each with their own sound to the audience (a blowhorn, dolphin calls, etc.)

Apparently, the pair learn there are thirteen bad words one can use.

Mister Crabs finally sits the pair down and tells them that curse words are like “spicy sentence enhancers”…

… the words are only supposed to be used sometimes to enhance meaning. But not all the time!

Of course, the episode ends with Mr. Crab stubbing his “toe” end using all thirteen words in proper Sponge Bob Square Pants fashion.

So what does any of that have to do with your copy?

It’s simple:

There’s a “spicy sentence enhancer” for copy.

And unlike Sponge Bob’s “sentence enhancers”, these can be used all the time to improve readability, increase engagement, and boost conversions.

This spicy addition isn’t curse words.

(Although to some audiences, that might add to the credibility of the narrator.)

It isn’t even capitalization.

(Although capitalization of certain words can help draw attention to core ideas.)

Nope, the “spicy sentence enhancer” is CLARITY.

Clarity encourages you to be more precise and use more specificity.

Clarity helps discourage questions which could be avoided.

Clarity keeps your readers “with you” as you write.

So if you’re looking for an element to improve in your copy this year, I recommend looking to write more clearly with…

Fewer abstraction and more concreteness

Less vagueness and more specificity

Less big picture and more here and now

And if you’d like some help with this, I cannot recommend “The Brilliance Breakthrough” enough. If you’d like a copy, reach out to Brian Kurtz.

Articles by Lynn SwayzeCopywriting

The Truth About “Offensive” Marketing

kido-dong-541592-unsplashPhoto by Kido Dong on Unsplash

I’m feeling under the weather today, and so wasn’t sure what to write about.

Thankfully, in between heaving coffee at the porcelain throne, I had a thought, and that thought was this:

What if offensive” marketing isn’t new?

I mean, in the  marketing world there are some “gurus” who make a living off of being

They even sell courses, scripts, and other products teaching YOU how to eliminate your mild-mannered politeness to make more moolah as a villain.

They’re so popular, I probably don’t even have to name them.

(So I won’t waste your precious time by calling them out.)

But what if…

… and hear me out on this one…

… being “offensive” isn’t just something you can find in new media?

What if marketing that works has always been offensive?

Direct response marketing, the kind of marketing I was trained in, has always gone against the branding grain by doing things like:

  • Speaking directly to benefits, instead of brand features
  • Asking for the sale in every piece of copy
  • Making OUTRAGEOUS claims and backing them up with audacious proof
  • Talking about the problems no one’s talking about (the tamest of which was probably “do you make these mistakes in English?”… and we all know what Lysol used to be used for)
  • Telling unforgettable, un-put-down-able stories that stick (“one legged golfer”, anyone?)

“Offensive” marketing has always been the status quo, because marketing doesn’t work unless you grab attention.

And grabbing attention involves getting beyond the “box” your piece of copy would otherwise fall into.

If you’re having trouble making your marketing work, it might be time to look at what you’re doing to grab attention.

Are you using pattern interrupts in your VSLs, stories, and social media?

Are you using personality to differentiate your marketing from the bland brand voice everyone else is using?

And finally, are you making attention-grabbing offers that your buyers actually want to take advantage of?

If not, why not?

“Offensive” marketing isn’t new. The good news is you can find it in the annals of marketing going back over a hundred years. You can find it in emails, books, VSLs. You can even find it in infomercials.

It’s everywhere, IF you know where to look.

And when you need help with this, send Adam and I an email at, or send a PM and we’ll discuss your project. If it’s a good fit, we’ll take it on. If not, we’ll refer you to someone else who can help.

Articles by Lynn SwayzeCopywriting

Crap Copy? Add THIS.

neonbrand-395170-unsplashPhoto by Neonbrand on Unsplash

I want to share an in-the-trenches “copy secret” with you.

Before I reveal it, I want to make sure you’re in the right place by asking a few questions.

Sound fair?


So, is your copy exciting to read?

Or is your copy as flat as week-old soda?

And are you getting the steady tide of new leads and sales you deserve?

Or is your engagement more like a teeny trickle, threatening to dry up at any moment?

And finally, are you getting all the sales you want?

Or is your business piggy bank sounding a little less full as of late?

If any of the above applies to you, then listen up. What I’m going to reveal to you today may very well save your bottom line from complete collapse.

(Or at least give you a morale boost. Because hey, sometimes that helps too.)

And while there are probably a LOT of things wrong if you’re not getting any traction on your copy…

(Including but not limited to a bad offer, wrong or inadequate traffic, and message/market mismatch)….

… there’s one thing you can do to immediately improve any piece of copy and which you’re very likely missing worse than an impossible-to-solve Where’s Waldo picture.

This “missing piece” is amazing.

You can insert it into your headlines to make them more exciting…

You can add them to your stories to make them more believable…

And you can even slide them into your bullets to give them that “one-two-punch” they need…

… basically, this component is like salt.

And you can use it to make almost anything that much better.

So what is this “magical component” you’re probably lacking in your copy?

It’s specificity.

To give you a leg up, here are some specific ways to add it in. 🙂




(If doing a benefit/pain/problem headline and not starting in the middle of a story)

  • What specific benefits
  • How fast? (minutes, days, seconds)
  • How easy? (easier than…)
  • Without? (x, y, and z that sucks eggs)




Where were you when this happened?

– WHEN was this event? (Month, day, and year specifically)

– What were you wearing?

– What was the weather like?

– What were you thinking at the time?

– What else was going on in your life to compound the problem?

– What was the exchange of information like?

– What were you feeling before, during, after?

– How did the pain / relief manifest in your life?




– Add numbers (e.g., 347 different ways to say “screw you” and still keep your clients)

– Add metaphors (e.g., what is this benefit like? Paint a word picture!)

– Add pointers (e.g., “on page 27, you’ll discover…”)




– Add worth (e.g., worth $297)

– Itemize (e.g., you’ll get 5 binders… over 7240 pages…. Of proven industry secrets…)




– Add specificity to the source (e.g., not just “Jane S.”, but “Jane Seymour from Hollywood, California, 69, Actress)

– Add specificity to the customer journey (before/during/after – see “stories” above)

– Add specificity to the result (e.g., not just “more money”, but “over $111,242.13 in additional revenues over 30 days….”)


Hopefully, that’ll help you get started with making your copywriting more powerful, especially on sales pages.

And if you’d rather have an expert come in and help, you know where to find me. Simply email Adam and I at

Articles by Lynn SwayzeCopywritingStorytelling

The Disney Secret to Better Sales

almos-bechtold-448574-unsplashPhoto by Almos Bechtold on Unsplash

The Disney Secret to Better Sales

Almost everyone loves Disney.

The stories…

The fun…

The magic….

Disney is hard to beat in terms of notoriety and success, wouldn’t you agree?

And of the three elements mentioned above, I believe their most important piece of the puzzle has to be the magic.

The magic is what makes people buy.

They want to believe you have a magic wand who can solve all their problems.

And they want to believe it’s as easy as pulling those crisp greenbacks out of an ATM.

Yet as entrepreneurs, we forget about the magic.

We’re so entrenched in our own systems and processes and industry knowledge that it’s become stale.

What is mesmerizing to others is just sleight of hand to us.

And we forget to include the magic, the curiosity, the wonder.

Instead, we get all boring with our marketing. We leave out the magic in our process. We forget to let the buyer believe there’s magic.

They know magic isn’t real.

But that doesn’t mean they don’t want to believe anyway.

So let’s feed their desire to believe, even for a little bit, that you have the magic solution.

Give your process a sexy name – a unique mechanism – and make it your magic spell.

Give the problem a unique name, too – the villain you must heroically help them defeat.

And then like Ursula painting cauldron pictures, paint their ideal life in the copy.

But remind them of the barely adequate doldrum of a life they have now, too…

… so they’ll want to get back to the land of magic as soon as possible…

… preferably, with credit card in tow.

That’s what needs to happen in your marketing, especially if you’re a consultant.

And if it’s not, let’s talk.




The Easy Way to Enjoy More Profit in Your Business By Writing Hater-Inspired Copy (even if you’re a “bad” copywriter)

david-taffet-563063-unsplashPhoto by David Taffet on Unsplash

If you want to overcome your fear of being a “bad” copywriter for your business, so you can enjoy the fruits of even more sales thanks to better copy?

If you want to effortlessly write stronger copy that pulls people in and makes them emotionally salivate over what you’re offering like a steak to a dog…

… then listen up.  Today’s post is all about how to write better copy today by tapping into something much deeper.

But first, I gotta ask this question before I get to the meat of the issue.

Have you ever had a “hater”?

By hater, I mean someone who either to your face or behind your back talked negatively about you?

Bonus points if you’ve had one who only came to light after you became successful.

I had one who made fun of me directly behind my back, in front of my husband. Thankfully, I was blissfully unaware of the taunting at the time, but man.

When my husband told me what was said, my heart sank to the floor. All my suspicions about this person – and the people who seemed to be in agreement –  were validated in that moment.

What I didn’t realize then, that I do now, is that what this person felt and wanted had nothing to do with me.

They may have wanted me gone.

Hell, they may even have disliked me and my methods.

But deep down, this person’s taunts had more to do with them than me.

👉Their insecurity at being ignored.

👉 Their insecurity at not being charismatic.

👉 Their insecurity at being a poor copywriter.

👉 And probably other internal BS I know nothing about

It had nothing to do with me. Not really, anyway.

Sure, I might have annoyed this person by being my badass self.

But did I cause or deserve to be the brunt of their jokes, to be called names, or outright sabotaged?

No, no I didn’t.

Although at the time, I made it all about me.

I was wrong.

The same is true when you write copy.

Your ideal buyer (the “Person”, if you know my 11 Marketing Factors) isn’t thinking about you, your product, or your benefits.

They aren’t even thinking about what they “say” they want.

No, they’re thinking about something deeper.

They’re not thinking about “more leads”. They’re thinking about the frustrating dissonance between their self-perception of their skills as an “expert” and their apparent lack of demand… even though “less attractive” businesses seem to draw in clients like a frat boy in a college bar.

They’re not thinking about “more sales”. They’re thinking about the embarrassment that their kid is the only one without orthodontia, and it’s embarrassing to have evidence that they’re not as financially “well off” as they pretend.

And they’re not thinking about whatever it is you think they are thinking, most likely.

No, they’re thinking about what they desire… what they fear… what they really want and need.

And honestly, that has more to do with recognition, relief, acceptance, and winning than anything else.

If you want to write BETTER and STRONGER copy, you’ll keep this in mind.

You can write shitty copy but if you touch the exact right emotions, you’ll sell more.


Instead of stopping at “who else wants more leads this month”…

… why not dig deeper, and tickle their sloth bone? (effortless, easy, autopilot)

… why not dig deeper, and feed their pride monster? (scraps)

… why not dig deeper, and feed their greed drive? ($25,000 a month)

So instead, you could write…

“Effortless” 15-minutes-a-day ‘Foolproof Growth Blueprint’ gives you 150 leads a day… closes at LEAST 20% of all leads… and guarantees you’ll make $25,000 a month or more in 30 days… so you can sit back and relax while everyone else “hustles” for the scraps …

Okay, so that might not be the best on-the-fly headline, but can you see where we’re starting to poke at deeper emotions and building on the promise that whets their appetite?

Again, marketing has nothing to do with you…

… and everything to do with the mind monkeys prospects have rattling around in cages deep inside their psyche.

Which is a great relief, if you ask me. 🙂

Incidentally, this is another reason compelling stories work so damn well at capturing attention and converting prospects into buyers. You could make a marketing campaign entirely out of stories and do well, if you had enough of them.

If you need some help, I’m offering a two-hour consultation call with me to dig deep into the psychology of your buyer, pull out your 11 marketing factors, and identify the stories most likely to push the sale. So you can write better copy, faster. Simply send a message to start the conversation.


Articles by Lynn SwayzeCopywriting

Viagra for Copywriters


Every once in a while, I come across copywriters who can’t “get it up” for clients.

That is, they can woo the client into working with them.

And they can promise the moon and come up with a big idea.

But actually writing the copy?

That’s when they wilt faster than a stalk of lettuce on a hot summer day.

I’ve seen copywriters spend weeks… even months… trying to hammer out copy that should only take a week or two with the right process.

Heck, it used to be me. 🙈

I’d beat myself up because I believed I was a *terrible* copywriter.

(Despite loads of praise, DATA, gobs of training, etc… )

And then I’d never get anything done because I was AFRAID of failing (because obviously, terrible copywriters fail. Ugh).

And while now that belief is gone thanks to Erin Pheil at #Mindfix, I want to share a workaround that helped me get through the self-doubt obstacle course.

It’s like viagra for your copywriting.

What the workaround does is basically trick your mind by giving you RITUAL. And by going through the ritual, you let your subconscious take over and before you know it, copy starts flowing out of your brain like water out of a rock.

To pull this Moses magic, here’s what I did:

  1. Found/created systems that helped me gather all the puzzle pieces.
  2. Found/created systems that ORGANIZED the puzzle pieces.
  3. Built the damn puzzle.


It’s that simple. ☝️☝️☝️☝️☝️


🔥 Systems that help you gather the puzzle pieces (research):

– My “11 Marketing Factors” template (

Todd Brown‘s E5 System

– Pre-Copy Checklists (Clayton Makepeace has a good one in his speedwriting course)

Kevin Rogers (CopyChief) notecard method

– Robert Planks’ Speed Copy Program


🔥 Systems that help you organize the puzzle pieces (structure):

Todd Brown E5 System

CopyHour Training

– Joe Schriefer’s “Copyboarding” training

John Carlton Simple Writing System

– Robert Planks’ Speed Copy Program

Colin Theriot ‘s copy templates


🔥 Systems that help you build the puzzle (write/edit):

– John Carlton’s Simple Writing System

– Copy Hour Training

– Clayton Makepeace’s programs (Quickstart, etc)

Bond Halbert “Copywriting Method Part III” book on editing

Kevin Rogers – Copy Chief– get advice on your copy after it’s been written

– Copy mentorship, like with Trevor ToeCracker Crook or Pete Godfrey


To organize it all for myself, I made a “copywriting grimoire” I can go through… like my own personal textbook of all the things I’ve learned and want to remember when I research, structure, write, and edit copy.

It helped me tell myself, “OK, I went through all the steps. This is going to be good copy.”

Which let me:

  1. Write better copy.
  2. Write faster copy.
  3. Have more confidence in my copy.
  4. Get better results for clients

Of course, nothing beats eliminating your 🐒 mindset monkeys 🐒 with the help of Erin Pheil #Mindfix , but if you can’t do that now, then try this.

Let me know how it goes.

Here’s to your health, wealth, and abundance,


Articles by Lynn SwayzeCopywritingMarketing Funnels

Direct Response Marketing: Advantages and Disadvantages


Could direct response marketing be the answer to your business growth problems? In part 2 of the “Ultimate Guide to Direct Response” series, we take a look at the advantages and disadvantages of direct response marketing for small businesses. Click here for Part 1.

Direct response marketing is the success secret fueling almost every successful speaker, coach, “guru”, and businessman today who makes his living selling directly to consumers. Tony Robbins? He’s a direct response marketer. Brian Tracy? Also direct response marketer. Timothy Ferris? You guessed it – he’s a direct response man. For centuries, brands have relied on direct response marketing and direct response copywriting to fuel the business.

While I could go on and on about the advantages of direct response marketing, that wouldn’t help you — the business owner — gauge its true worth to you to test. That’s why in this post I’ll break down the honest advantages and disadvantages of using direct response marketing strategies. 

Let’s start with the disadvantages first. 

The Disadvantages of Direct Response Marketing

There are a few disadvantages to direct response marketing. These disadvantages fall under four categories: effort, efficiency, expense, and ego. 


One reason many entrepreneurs do not undertake direct response marketing is that there is a great deal of effort required to do it right. A good direct response copywriter will ask to research for weeks, if not months, before beginning marketing creation. That’s because in order to do the job right and get stellar results, the marketer has to crack open the buyer’s mind and pull out the juicy desires, objections, and emotions. Only then can effective marketing be written. 

Another source of effort? The tracking. Direct response marketing insists on being accountable, and accountability requires diligent tracking. Direct response marketers track the cost per lead, the open rates, the click through rates, the response rates, and many other metrics in between. Planning the data collection, managing the data, and then reviewing the data takes time away from other operations tasks. 


The next “problem” with direct response marketing is the speed of execution. A full direct response marketing plan may have over 150 separate marketing assets. If you want to just “wing it” and run with whatever comes into your head, then direct response marketing methods are going to feel a bit disappointing. (Mostly because tracking marketing which fails kind of sucks.)


Another complaint of direct response marketing? It’s expensive! Compared to the cost of simply slapping up a website and posting on Facebook a few times a week, direct response can feel expensive at first. For example, Facebook ads will run you at least $10 per day, if not hundreds. Same for Google pay-per-click (PPC) advertising. And direct mail will cost at least $1 per name once you count printing and postage costs. And none of that includes the cost of the copywriter tasked with writing your converting direct response campaign. 


Another problem with direct response? It doesn’t care about your ego. Many businesses want to run pretty yet narcissistic marketing messages like “We’ve been in business for 34 years” or other trite messaging. This type of messaging doesn’t actually work, yet it feels good to run it. Businesses with a lot of ego tend to pick more “branding” oriented marketing methods, which cater to feeling good and not rocking the buyer emotion boat. 

The Advantages of Direct Response Marketing

Now, it’s time to look at the advantages of direct response marketing. There are quite a few, otherwise we wouldn’t be in the business of direct response here at Indiana Direct Response Marketing (IDRM). They are accountable, effective, and long-lasting. 


First and foremost, direct response marketing is, if nothing else, accountable. Direct response marketers insist on marketing  campaigns and copy being held to the standard of DATA. Not gut feelings, not whims, not trends, but quantifiable and irrefutable data. How do we know if a big idea or an approach will work? We test! How do we know if a new approach will beat the existing control? We test! We test and measure until your marketing is optimized for response and effectiveness. And at the end of the day, we tie results to the long-term revenue you gain. Period.


This extreme focus on accountability and results generally means that what is done is actually effective and moving the needle and keeping you in the black. A direct response marketer is a bit like a salesman: a salesperson who can’t close eventually finds himself out of work. The same is true of us: if we can consistently generate leads and revenues for our clients, then we work. If we can’t, we have to hang up our hat. It’s just that simple. 


Finally, because direct response marketing is based on data and must actually generate more leads and more revenue for the business, then it often happens that a business will finally create a marketing asset (such as a webinar, direct mail series, or sales page) which lasts for a bit of time. Unlike social media, which must always be new and fresh, direct response marketing funnels could last years. In the early part of the century, there were newspaper ads which lasted decades. Which means that paying for direct response copywriting once could mean years of profit at no extra cost.

At IDRM, we believe the benefits of direct response outweigh the costs. However, only you can decide for yourself. To discover more profit-boosting tips, download our “5 Strategies” white paper today. 

What do you think? Did I miss an advantage or disadvantage? Let me know in the comments below. 

Articles by Lynn SwayzeCopywriting

How I Build Funnels In Record Time (And How You Can Learn to Do The Same in < 5 Minutes)


I once worked with an Agora marketer who regularly built 7-figure businesses.
I can’t reveal his name, but let’s just say he’s big news in certain circles.
Anyway, he did something so radically different when he built businesses. Something that I’d long suspected was the right way to do it, but wasn’t sure until I saw him do it again and again to his immeasurable success.
Before I reveal what he did, I want to ask you a simple question:
How are you building your marketing campaigns right now?
If the answer is anything close to, “what’s a marketing campaign” or “I’m not’, then this is a blog post you definitely don’t want to miss.
Here’s how most small business owners build their marketing, if they build real marketing campaigns at all:
First, you either learn about a new marketing tactic from somewhere or you see it being done by a competitor or peer. You then decide to try it out.  Then, you wait a little bit and, seeing no new sales, abandon it for another new idea.
OR, you have some content ideas come to you and you record or launch them… only to abandon consistent content marketing efforts after a while.
OR, you spend a LOT of money on lead generation only to find that no one’s hitting that “Contact Me” form for more information.
OR, you’re launching campaigns but not selling anyone to the next step. So you might have one campaign to get people in the door and one to sell another piece, but nothing consistent that takes people from unaware to sold to the next step up.
Does any of that sound familiar?
It should, because if you’re being honest, one of those aforementioned strategies is the one you’re likely employing right now. I know this because I’ve seen it in the consulting world over and over and over again. I saw it as a copywriter more times than I care to count.


What if I told you that you could have a consistent, sales-generating marketing machine running for you 24/7/365, able to consistently give you more sales than you know what to do with? What if I told you that everyone who’s making real money is doing this, and that you don’t need to be a genius to reverse-engineer their methods?
What if I told you that having a “complete” funnel is easier than the marketing gurus out there are leading you to believe?
Hang on to your horses, because that’s exactly what I’m going to show you over the next few minutes of your time. (I promise, it’ll be worth it!)

The Step-By-Step Method for Building Funnels

First I want to share some beliefs I have about marketing and entrepreneurship. They’re fundamental to the way I think and why I advocate the strategies I do, so bear with me for a moment while I share them.

  1. I believe that marketing should be simple. Most people complicate the hell out of something that should be as simple as 2+2 = 4.
  2. I believe that marketing is systematic, not creative. I believe that if something isn’t working now, we’ll eventually find the combination of items that works for you. We don’t need the kisses of muses, we just need data-driven decision making.
  3. I believe that direct response marketing works, both online and off. I believe that an “old-fashioned” funnel, while really unsexy in today’s AI-driven, technology-infused world, still works to generate consistent sales.
    With that out of the way, let’s talk about what I suggest.

When building campaigns, I suggest you lay the whole map out from start to finish.

When I say, “From start”, I mean the front-end of your funnel. When someone first learns about you, how do they get in your world? Who are they? What are they looking for?
That’s the first step in your funnel.
And on the other end, the “finish” of your funnel is the highest tiered product you currently have in your product line. Maybe it’s one-on-one consulting or a complete product package. Whatever it is, that’s the penultimate purchase.
Got that? So you’re moving someone from unaware of you, un-indoctrinated in your worldview, and un-sold on your offer to being your biggest fan, completely indoctrinated in the world-according-to-you, and completely sold on whatever you have to sell.
It’s a big chasm, and in order to cross it we need a bridge.
At step one is your Lead Magnet. This is the free piece of information that targets those who have the Problem You Solve. (One of my “10 P’s”.) Note that in order to qualify as a lead magnet, this content must be exchanged for information about themselves. (Like email.) A book seems to do well here, but there are many options nowadays.
Step 2 is the Tripwire, or the first purchase someone can make. So maybe it’s a $29 guide, or a $199 course, or a $59/month newsletter. Whatever it is, it’s something that gets them to invest in indoctrinating themselves in your worldview.
Step 3 is the next step up. This stage should still be mostly DIY, but should have a higher investment of their time and resources. (Note that I didn’t say yours.) Perhaps it’s a higher tiered course or a seminar ticket. It’s something that brings someone into your world without
Step 4 is even higher up. This is where someone should actually get some of your time, and it should be at an investment actually worth your time. So maybe a strategy session or a consultation call. Whatever it is, it should only be done with those who have gone through the other steps and indoctrinated themselves in your worldview.
Step 5 is the penultimate step and should be the most expensive available. This is where you’d actually offer some of your time, and it should only be with clients who’ve gone through the other steps and who are 100% ready and excited to work with you. You should not have to do much selling at this point, because they’re pursuing you.
Note that you can have as many multiple ladders like this at once. However for most, five steps is enough to develop a “full” funnel and create a good amount of revenue.
Of course, people will stop at different points. And some will take longer or shorter periods of time to move from one step to the next. But what won’t happen is you won’t leave money on the table because you have nothing to sell people on next.
So the natural next question is – What do you do at each step?
This is where the Marketing Trifecta comes in.

The Marketing Trifecta

In the Marketing Trifecta, at least my version anyway, each marketing step has three main components:

Component 1: An Attraction Mechanism

This is the email series, Facebook ad, blog post, etc that gets someone into that step’s mini funnel.

  • Ad Set
  • Blog Post
  • Social Media (Video/Post)

Component 2: An Indoctrination Mechanism

This is the piece of content that indoctrinates them a little bit more and gets them to purchase.

  • Sales Page
  • Email Series
  • Video

Component 3: A Conversion Mechanism

This is the item that they’re purchasing or opting in to.

  • Lead Magnet
  • Webinar
  • Book
  • Course
  • Program

Putting it All Together – the Marketing Asset Tracker

If you’re counting, you can see how creating complete campaigns like this can add up to a lot of copy and design assets. It’s not uncommon to have over 100 individual pieces of copy when we build full funnels like this… not to mention all the associated graphics assets. And that doesn’t include the actual product!
It’s no wonder that when you look at marketing campaigns in this way, as opposed to as a single object, that hiring someone to help you can and should be an expensive proposition. Getting this much marketing to work together in alignment with the others to indoctrinate someone takes a lot of work.
It’s more than just “putting something out there”. It takes knowing the frame of mind someone is in at each stage, what they already know about you and your philosophy, and what they need to know (what Todd Brown calls the “Marketing Thesis”) to move forward and purchase the next step.
This isn’t brain surgery, but it’s also not something you want to leave to Fiverr, either.
Which is why I created a tool I call the “Marketing Asset Tracker” to keep it all organized. When I fill one out for myself and for clients, I will generally write out everything at once, and then methodically build it all.
Here’s a screenshot of what that looks like when I’m managing the funnel building process:

So, everyone knows exactly what we’re building, what the status of it is, and where the draft for that piece of copy is. It’s all in one spreadsheet and ready for collaboration. Plus, it’s in an archive format easy to pass on to the next copywriter who’ll be optimizing the marketing assets.
If you look closely, you’ll notice that each “step” has the following components:

  • Ad Set
  • Sales Page (Or opt-in)
  • Thank You/Confirmation Page
  • Follow-up Sequence
  • Product (internal files for deliverable)

It’s really that easy to start. Of course, I do other things that are unique – such as create Project Codes, organize documents in Google Drive, and all that jazz… but I think you can get the gist with what I’ve shown you here.


REAL business owners know that marketing works best when it systematically takes someone from knowing nothing about you to being a repeat customer. And they know that you can’t wait for inspiration to strike – you just build it, step-by-step.
And now you know the 7-figure marketing secret only practiced by those “in the know”. 🙂

Want to dig deeper into how I plan and create complete marketing funnels with hundreds of pieces of copy? Then you’ll want to download my “Marketing Asset Tracker” Template and Mini Training today.


Articles by Lynn SwayzeCopywriting

Fix your Operations, Make More Money?


When small business owners come to me, they usually cite the same problems: wanting more leads, sales, and revenue. These entrepreneurs claim that if they could only sell a little bit more and get more clients, that their business problems would all be solved. For these entrepreneurs, they believe the lack of clients is the cause of their problems.
And yet when I come onto the scene, I find that the lack of consistent sales is the symptom of a deeper problem, not the cause.
These businesses tend to have other symptoms too:

  • They can’t seem to get marketing launched on time (or at all)
  • They have haphazard marketing efforts, such as starting and stopping social media posts and sending emails erratically
  • They are falling behind on completing current client work while still hoping for (or needing) new client work or sales to fill the revenue gap
  • Clients are consistently not a good fit (personality, readiness, follow-through)

When I first became a copywriter, I ignored these concurrent symptoms and focused on the marketing and copy. I figured, it was someone else’s job to fix the operational problems. And if I got my client a lot of sales, well then great… they could figure out how to fulfill on their own.
But that plan didn’t fly when Mr. Success became one of my clients. Mr. Success, as I call him, was very good at what he did. He had a few famous clients on his roster… the kind of high profile clients most of us would LOVE to be working with. And yet, he could barely remain profitable. Clients resisted paying for his fees and he couldn’t keep up with fulfillment.
So how was it that a consultant with high profile success stories, a number of awards, and regular speaking engagements could have such problems?
The answer, I found, was in what I call the Profit-Operations Factor.

The Profit-Operations Factor

The Profit-Operations Factor says that how profitable you are is directly correlated to how solid your operations foundation is at all three points in your business:

  • The Front-End Lead Generation
  • The Core Work Fulfillment
  • The Back-End Product Development

And each of those areas can cause major profit loss if you can’t complete the work required for each. So, you can have the lead generation down pat, but if you can’t fulfill, you’ll still experience profit loss. Or, you can have the client fulfillment down and not have enough time to get more leads or create more products.
And most small business owners suck at at least one of them, if not all of them, without a solid operations foundation.
Mr. Success, it turns out, sucked at all of it. When I came on to do copy, he changed his campaign multiple times, up to and including changing his business name. And when it came to fulfillment, he didn’t have work systemized enough to consistently churn out work. And when it came to new product development and upsells… he consistently spent time creating products no one wanted to buy, rather than selling what people actually wanted.
His problem wasn’t that he didn’t have good marketing assets or copy. It’s that he didn’t have the operations foundations necessary to stick to a plan and follow-through to completion. It is for this reason that I created the Scale Fast System.
In my Scale Fast System, we tackle all 5 areas of your business:

  • Delegation, or your team structure, cohesion, and role splitting
  • Documentation, or the knowledge management about what you do and how you do it
  • Conversions, or your sales and marketing processes and success
  • Automation, or your ability to systemize and automate parts of work fulfillment
  • Optimization, or consistent process improvement

And we incorporate the mindset and project planning steps you’re likely missing so you actually get projects done, rather than starting and stopping a million projects.
And if Mr. Success was a client today, I wouldn’t have started with the copy. I’d instead have addressed the Visionary Chaos causing him to start and stop projects first, and then I’d address his quarterly planning, and then I’d address the copy.
If you’re thinking about hiring someone for marketing, first ask yourself:
Is this really a marketing problem, or a follow-through problem?
And if it’s the latter, I suggest focusing on building a complete funnel you won’t have to change in six months or a year, rather than worrying about lots of little things which won’t move the needle.

Want to know how I plan and create complete marketing funnels with hundreds of pieces of copy? Then you’ll want to download my “Marketing Asset Tracker” Template and Mini Training today.