James: Let’s talk about, what are the steps for us in this framework that are going to help us triple our sales?
Will: Yep, awesome. So the first actually starts outside of the framework itself. So before we even jump to the copy, there’s a lot of things we’ve got to realize. Again, we’ve spoken about the thinking exercise to make sure it’s relevant for you. But also understand that sometimes, if you launch this framework, and it doesn’t quite land, it doesn’t quite hit, it doesn’t mean it’s failed, it just means you’ve got to test. So test, test, and test again, is the first thing that you’ve got to be aware of. And even if you do launch a framework that triples your sales, and you’re happy and things are going good, it doesn’t mean you stop testing. So that’s the number one thing to realize. This is just the beginning, but I’m going to give you the exact framework on how to do it. But you’ve got to keep improving and keep getting better results over time.
In terms of the framework itself, the way that I kind of came up with this, it’s a framework based a lot around some of the best storytellers out there. So growing up, I kind of grew up in a tough neighborhood, you know, pretty rough neighborhood. And my escape from that neighborhood was actually to go to my local library where things are quiet, there was no craziness going on. And I could just kind of chill out for a bit. And as I started going to the library, I mean, I had nothing better to do but start picking up books. And I started really getting into reading and science fiction. And I started to realize that when I went home at night, I had TV there, I had games and all that kind of stuff. But I just wanted to keep reading these books.
So coming back and I started my copywriting journey, I thought, if we could get someone to read sales copy and to be stuck to sales copy, like I was when I was reading the science fiction books, these 500-page novels, that would be a really cool thing to do. So the framework itself is developed around the idea that, you know, we can tell a great story, we can use the structure from the master storytellers, and build a framework to suck someone in and to keep them reading until that point where they have to take action.
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