You misrepresented someone's argument to make it easier to attack. By exaggerating, misrepresenting, or just completely fabricating someone's argument, it's much easier to present your own position as being reasonable, but this kind of dishonesty serves to undermine honest rational debate.

Strawman

Because you found something difficult to understand, or are unaware of how it works, you made out like it's probably not true. Complex subjects like biological evolution through natural selection require some amount of understanding before one is able to make an informed judgement about the subject at hand; this fallacy is usually used in place of that understanding.

Personal incredulity

You assumed that one part of something has to be applied to all, or other, parts of it; or that the whole must apply to its parts.Often when something is true for the part it does also apply to the whole, or vice versa, but the crucial difference is whether there exists good evidence to show that this is the case. Because we observe consistencies in things, our thinking can become biased so that we presume consistency to exist where it does not.

Composition/division

You presumed that a real or perceived relationship between things means that one is the cause of the other.Many people confuse correlation (things happening together or in sequence) for causation (that one thing actually causes the other to happen). Sometimes correlation is coincidental, or it may be attributable to a common cause.

False cause

You used a double meaning or ambiguity of language to mislead or misrepresent the truth.Politicians are often guilty of using ambiguity to mislead and will later point to how they were technically not outright lying if they come under scrutiny. The reason that it qualifies as a fallacy is that it is intrinsically misleading.

Ambiguity

You presumed that because a claim has been poorly argued, or a fallacy has been made, that the claim itself must be wrong.It is entirely possible to make a claim that is false yet argue with logical coherency for that claim, just as it is possible to make a claim that is true and justify it with various fallacies and poor arguments.

The fallacy fallacy

You judged something as either good or bad on the basis of where it comes from, or from whom it came.This fallacy avoids the argument by shifting focus onto something's or someone's origins. It's similar to an ad hominem fallacy in that it leverages existing negative perceptions to make someone's argument look bad, without actually presenting a case for why the argument itself lacks merit.

Genetic

You said that if we allow A to happen, then Z will eventually happen too, therefore A should not happen.The problem with this reasoning is that it avoids engaging with the issue at hand, and instead shifts attention to extreme hypotheticals. Because no proof is presented to show that such extreme hypotheticals will in fact occur, this fallacy has the form of an appeal to emotion fallacy by leveraging fear. In effect the argument at hand is unfairly tainted by unsubstantiated conjecture.

Slippery slope

You said that 'runs' occur to statistically independent phenomena such as roulette wheel spins.This commonly believed fallacy can be said to have helped create an entire city in the desert of Nevada USA. Though the overall odds of a 'big run' happening may be low, each spin of the wheel is itself entirely independent from the last. So whilst there may be a very small chance that heads will come up 20 times in a row if you flip a coin, the chances of heads coming up on each individual flip remain 50/50, and aren't influenced by what happened before.

The gambler's fallacy

You attempted to manipulate an emotional response in place of a valid or compelling argument.Appeals to emotion include appeals to fear, envy, hatred, pity, pride, and more. It's important to note that sometimes a logically coherent argument may inspire emotion or have an emotional aspect, but the problem and fallacy occurs when emotion is used instead of a logical argument, or to obscure the fact that no compelling rational reason exists for one's position.

Appeal to emotion

You asked a question that had a presumption built into it so that it couldn't be answered without appearing guilty.Loaded question fallacies are particularly effective at derailing rational debates because of their inflammatory nature - the recipient of the loaded question is compelled to defend themselves and may appear flustered or on the back foot.

Loaded question

You cherry-picked a data cluster to suit your argument, or found a pattern to fit a presumption.This 'false cause' fallacy is coined after a marksman shooting randomly at barns and then painting bullseye targets around the spot where the most bullet holes appear, making it appear as if he's a really good shot. Clusters naturally appear by chance, but don't necessarily indicate that there is a causal relationship.

The texas sharpshooter

You said that because an authority thinks something, it must therefore be true.It's important to note that this fallacy should not be used to dismiss the claims of experts, or scientific consensus. Appeals to authority are not valid arguments, but nor is it reasonable to disregard the claims of experts who have a demonstrated depth of knowledge unless one has a similar level of understanding and/or access to empirical evidence.

Appeal to authority

You claimed that a compromise, or middle point, between two extremes must be the truth.Much of the time the truth does indeed lie between two extreme points, but this can bias our thinking: sometimes a thing is simply untrue and a compromise of it is also untrue. Half way between truth and a lie, is still a lie.

Middle ground

You presented two alternative states as the only possibilities, when in fact more possibilities exist.Also known as the false dilemma, this insidious tactic has the appearance of forming a logical argument, but under closer scrutiny it becomes evident that there are more possibilities than the either/or choice that is presented. Binary, black-or-white thinking doesn't allow for the many different variables, conditions, and contexts in which there would exist more than just the two possibilities put forth. It frames the argument misleadingly and obscures rational, honest debate.

Black-or-white

You used a personal experience or an isolated example instead of a sound argument or compelling evidence.It's often much easier for people to believe someone's testimony as opposed to understanding complex data and variation across a continuum. Quantitative scientific measures are almost always more accurate than personal perceptions and experiences, but our inclination is to believe that which is tangible to us, and/or the word of someone we trust over a more 'abstract' statistical reality.

Anecdotal

You avoided having to engage with criticism by turning it back on the accuser - you answered criticism with criticism.Pronounced too-kwo-kweh. Literally translating as 'you too' this fallacy is also known as the appeal to hypocrisy. It is commonly employed as an effective red herring because it takes the heat off someone having to defend their argument, and instead shifts the focus back on to the person making the criticism.

Tu quoque

You said that the burden of proof lies not with the person making the claim, but with someone else to disprove.The burden of proof lies with someone who is making a claim, and is not upon anyone else to disprove. The inability, or disinclination, to disprove a claim does not render that claim valid, nor give it any credence whatsoever. However it is important to note that we can never be certain of anything, and so we must assign value to any claim based on the available evidence, and to dismiss something on the basis that it hasn't been proven beyond all doubt is also fallacious reasoning.

Burden of proof

You made what could be called an appeal to purity as a way to dismiss relevant criticisms or flaws of your argument.In this form of faulty reasoning one's belief is rendered unfalsifiable because no matter how compelling the evidence is, one simply shifts the goalposts so that it wouldn't apply to a supposedly 'true' example. This kind of post-rationalization is a way of avoiding valid criticisms of one's argument.

No true scotsman

You argued that because something is 'natural' it is therefore valid, justified, inevitable, good or ideal.Many 'natural' things are also considered 'good', and this can bias our thinking; but naturalness itself doesn't make something good or bad. For instance murder could be seen as very natural, but that doesn't mean it's good or justifiable.

Appeal to nature

You presented a circular argument in which the conclusion was included in the premise.This logically incoherent argument often arises in situations where people have an assumption that is very ingrained, and therefore taken in their minds as a given. Circular reasoning is bad mostly because it's not very good.

Begging the question

You appealed to popularity or the fact that many people do something as an attempted form of validation.The flaw in this argument is that the popularity of an idea has absolutely no bearing on its validity.If it did, then the Earth would have made itself flat for most of history to accommodate this popular belief.

Bandwagon

You moved the goalposts or made up an exception when your claim was shown to be false.Humans are funny creatures and have a foolish aversion to being wrong. Rather than appreciate the benefits of being able to change one's mind through better understanding, many will invent ways to cling to old beliefs. One of the most common ways that people do this is to post-rationalize a reason why what they thought to be true must remain to be true.

Special pleading

You attacked your opponent's character or personal traits in an attempt to undermine their argument.Ad hominem attacks can take the form of overtly attacking somebody, or more subtly casting doubt on their character or personal attributes as a way to discredit their argument. The result of an ad hom attack can be to undermine someone's case without actually having to engage with it.

Ad hominem

A logical fallacy is a flaw in reasoning. Logical fallacies are like tricks or illusions of thought, and they're often very sneakily used by politicians and the media to fool people. Don't be fooled! This website has been designed to help you identify and call out dodgy logic wherever it may raise its ugly, incoherent head.

Understand yourself and those around you.

psychology

Psychology

personaldevelopment

Personal Development

problemsolving

Problem Solving

communication

Communication

creativity

Creativity

Thou shalt not commit logical fallacies

Sales copywriting is anything intended to persuade the right reader, viewer, or listener to take a specific action

<ul><li class="ql-align-justify">Make money</li><li class="ql-align-justify">Save money</li><li class="ql-align-justify">Save time</li><li class="ql-align-justify">Avoid effort</li><li class="ql-align-justify">Escape mental or physical pain</li><li class="ql-align-justify">Get more comfort</li><li class="ql-align-justify">Achieve greater cleanliness or hygiene to attain better health</li><li class="ql-align-justify">Get praise</li><li class="ql-align-justify">Feel more loved</li><li class="ql-align-justify">Increase their popularity or social status</li></ul>

Ten reasons people buy

<ul><li class="ql-align-justify">Use as many of them as you can in your copy to “tie down” the prospect</li><li class="ql-align-justify">Get creative in how you use these reasons</li></ul>

Tie your copy with the above reasons

<ul><li class="ql-align-justify">People want to hear about themselves</li><li class="ql-align-justify">No one cares about you in your sales copy</li><li class="ql-align-justify">Make your sales copy all about them (your prospect)</li></ul>

Change perspective from “me” to “you”

<ul><li class="ql-align-justify">If your headline sucks, nobody reads your sales letter, nobody reads your ad, and nobody watches your video</li><li class="ql-align-justify">A well-written headline targets people emotionally, usually around either a fear or desire</li></ul>

Headline is important

<ul><li class="ql-align-justify">How to get…..</li><li class="ql-align-justify">How to ….. in as little as ….</li><li class="ql-align-justify">How every … can ….</li><li class="ql-align-justify">5 quick and easy ways to …..</li><li class="ql-align-justify">3 fast ways to get … and avoid ….</li><li class="ql-align-justify">5 quick and easy ways to get …. even if…</li><li class="ql-align-justify">Which of these … mistakes will you make?</li><li class="ql-align-justify">….. mistakes all …. need to avoid</li><li class="ql-align-justify">…. mistakes every …. needs to avoid</li></ul>

Headline templates

<ul><li>Warning : here’s what every … needs to know about ….</li><li>Warning : don’t even think about trying to …. until you read this</li><li>Here’s the perfect solution if you want</li><li>Here’s the perfect solution if you want … even if …..</li><li>My proven …. method to ….</li></ul>

More headline ideas

<ul><li class="ql-align-justify">Acknowledge the different audiences who can use your product or service</li><li class="ql-align-justify">Identify those audiences and commit to putting the right messages in front of them</li><li class="ql-align-justify">Each traffic sources should have its own targeted approach</li><li class="ql-align-justify">Don’t be lazy and fail into the trap of one-size-fits-all with your sales messages</li></ul>

It’s never “one size fits all”

<ul><li class="ql-align-justify">Hot traffic source: somebody who is on your email list or follows you on social media and knows your name</li><li class="ql-align-justify">Warm traffic source: somebody who is looking for a solution to a problem, but they don’t know about you yet</li><li class="ql-align-justify">Cold traffic sources: someone who doesn’t even realise there’s a solution out there but knows they have a problem</li></ul>

Hot/ warm/ cold traffic sources:

<ul><li class="ql-align-justify">F.R.E.D stands for Fears, Results, Expectations, and Desires</li><li class="ql-align-justify">Fred is your ideal customer, your new best friend</li><li class="ql-align-justify">See Fred as an avatar</li></ul>

What is F.R.E.D?

<ul><li class="ql-align-justify">PQR2 stands for problems, questions, roadblocks, results</li><li class="ql-align-justify">Your Fred wants to have the result, but there is a gap</li><li class="ql-align-justify">Your sales copy will bridge the gap for Fred</li></ul>

What is PQR2?

<ul><li class="ql-align-justify">Define your Fred</li><li class="ql-align-justify">Go from a large niche down to sub-niches then to micro-niches</li></ul>Identify Fred’s top two problemsIdentify Fred’s top two questionsIdentify Fred’s two big roadblocksIdentify Fred’s top two desired results

How to assemble Fred

<ul><li class="ql-align-justify">People buy the benefits not the features</li><li class="ql-align-justify">Benefit is what something does for you, while feature is what something is</li><li class="ql-align-justify">People buy on emotion and then justify with logic</li></ul>

The Ultimate Bullet Formula

<ul><li class="ql-align-justify">Summarise what people will see in a video</li><li class="ql-align-justify">Give people a preview of your blog post</li><li class="ql-align-justify">List the benefits</li><li class="ql-align-justify">Give people reasons to keep reading and to make a decision</li><li class="ql-align-justify">Summarise what they are buying</li></ul>

How to use bullets

<ul><li class="ql-align-justify">Give people a reason to act</li><li class="ql-align-justify">Build curiosity so you can create pressure inside people to get them to buy faster</li><li class="ql-align-justify">Grab people’s attention so you can address their specific wants (and needs) to make more sales</li><li class="ql-align-justify">Convey important information quickly so you can get your message across fast to maximise every advertising dollar you spend</li><li class="ql-align-justify">Carry the load of explaining what your product is and what it will do for them</li></ul>

Reasons to use bullets

<ul><li class="ql-align-justify">Feature + Benefit + Meaning</li><li class="ql-align-justify">It (feature) so you can (benefit) which means (meaning)</li><li class="ql-align-justify">Feature = what it is</li><li class="ql-align-justify">Benefit = what it does</li><li class="ql-align-justify">Meaning = what it means to the buyer/ reader/ prospect</li><li class="ql-align-justify">which means you will/ you can/ you don’t have to</li></ul>

Formulating the ultimate bullets

<ul><li class="ql-align-justify">When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion</li><li class="ql-align-justify">Meaning creates emotion</li><li class="ql-align-justify">A strong “why” creates emotion</li><li class="ql-align-justify">You’ve got to find that emotional connection and amplify it</li><li class="ql-align-justify">The more emotions you can tie your product or service to like, love, fear of x, hate, hope, the better off you are</li></ul>

What really sells people

Love for … (family, self, country, community, etc)Fear of …. (failure, making mistakes, death, loss, etc)VanityPrideLonging for … (fulfillment, peace, completion, etc)GreedFreedom

Tie your product to these emotions:

<ul><li class="ql-align-justify">The enemy of great is good</li><li class="ql-align-justify">The mindset of good enough makes you stop improving</li></ul>

Why good enough makes you poor

<ul><li class="ql-align-justify">Headlines</li><li class="ql-align-justify">Offers</li><li class="ql-align-justify">Prices</li><li class="ql-align-justify">Bonuses</li><li class="ql-align-justify">Email subject lines</li><li class="ql-align-justify">Calls to action</li><li class="ql-align-justify">Order button test</li><li class="ql-align-justify">Colours</li></ul>

Always use A-B testing for

<ul><li class="ql-align-justify">You never test more than one variable at a time</li><li class="ql-align-justify">If you are not testing start testing immediately</li><li class="ql-align-justify">Test for actions like purchases, clicks, or subscriptions</li><li class="ql-align-justify">Automate your testing, don;t do it by hand if at all possible</li></ul>

Tips on using A-B testing

<ul><li class="ql-align-justify">Use quotes from your company, colleagues, or friends</li><li class="ql-align-justify">Use celebrity endorsement (if possible)</li><li class="ql-align-justify">Use statistics to proof the claims you are making</li><li class="ql-align-justify">Give your product away to people in exchange for an honest testimonial</li></ul>

How to build testimonials

formula 1: Problem/ agitate/ solveformula 2: If you want 3X benefit, then do thisformula 3: The before/ after/ bridge

3 sales formula that never fail

<ul><li class="ql-align-justify">You define the problem they face</li><li class="ql-align-justify">You agitate it, make it worse, ,make it hurt</li><li class="ql-align-justify">You solve it by presenting your product or service as the solution</li></ul>

Formula 1: problem/ agitate/ solve

<ul><li class="ql-align-justify">List 3 different benefits in your copy</li><li class="ql-align-justify">e.g. if you want to train your dog, teach him some great tricks, or even just have a lot more fun with your pet, then you need to check out “The 10 tricks you can teach your dog in a weekend course”.</li><li class="ql-align-justify">e.g. If you want to reignite the fire with your spouse, if you want to get back in touch with the feeling you had when you first got married, or you simply want to reconnect with your best friend in the world, then check our “Marriage Revitalisation Secrets”.</li></ul>

Formula 2: If you want 3X benefit, then do this

<ul><li class="ql-align-justify">Before - after - bridge</li><li class="ql-align-justify">Start with the before (problem, question, roadblock that makes them unhappy)</li><li class="ql-align-justify">Introduce the after ( tell them to imagine what their life will be like, show positive emotions)</li><li class="ql-align-justify">Bridge the gap of where they are now and where they want to be</li></ul>

Formula 3: the before/ after/ bridge

<ul><li class="ql-align-justify">Start with the headline</li><li class="ql-align-justify">Insert your video</li><li class="ql-align-justify">Add a buy button, place right under the video</li><li class="ql-align-justify">Add 4-6 awesome, curiosity-inducing bullets under the buy button</li><li class="ql-align-justify">Give the guarantee</li><li class="ql-align-justify">Summarise what they will get</li><li class="ql-align-justify">Closing copy</li><li class="ql-align-justify">Restate the main benefits stated in the video sales-  letter</li></ul>

How to structure a video sales letter as a web page

<ul><li class="ql-align-justify">Headline</li><li class="ql-align-justify">Shocking statement</li><li class="ql-align-justify">Define the problem</li><li class="ql-align-justify">Agitate</li><li class="ql-align-justify">Present the solution</li><li class="ql-align-justify">Use bullet to arouse curiosity</li><li class="ql-align-justify">Credibility statement about you</li><li class="ql-align-justify">Proof</li><li class="ql-align-justify">Sum up the offer and give price</li><li class="ql-align-justify">Bonuses and pot sweeteners</li><li class="ql-align-justify">Guarantee</li><li class="ql-align-justify">Call them to action</li><li class="ql-align-justify">Postscript</li></ul>

13 steps sales message formula:

<ul><li class="ql-align-justify">An email teaser is an email that gets sent to either a single customer or a list of customers</li><li class="ql-align-justify">The sole purpose of that email teaser is to get the reader to click a link in the email itself and go to a web page</li><li class="ql-align-justify">They will then read your sales message, watch your sales video, absorb your content, read your blog posts, watch your content video</li><li class="ql-align-justify">In 99 out of 100 emails, the only purpose is to get them to click a link</li></ul>

Why should you write an email teaser:

<ul><li class="ql-align-justify">Start with a great subject line to get their attention and get them to open the email</li><li class="ql-align-justify">Salutation - to acknowledge them</li><li class="ql-align-justify">A shocking fact</li><li class="ql-align-justify">2-4 bullets or sentences to build curiosity</li><li class="ql-align-justify">Specific call to action for what you want them to do</li><li class="ql-align-justify">Close with a personal note like “hey, I’ll see you over there, thanks Jim.”</li></ul>

How to structure an email teaser:

<ul><li class="ql-align-justify">Actual stories you tell about your life, your business, other people, or anything that illustrates your point</li><li class="ql-align-justify">Case studies about somebody got a result, like a hero’s journey</li><li class="ql-align-justify">Examples about how something works, was applied, was put into motion, and then the result they got</li><li class="ql-align-justify">The three M’s of content (Myth, Misconception, Mistakes)</li><li class="ql-align-justify">Future pacing - explain what life will be life when they take specific actions, how will your product/ service/ software/ whatever, help them achieve those results</li></ul>

5 types of stories you tell people and make them “thirsty”

<ul><li class="ql-align-justify">It can create the need for what you are selling and increases the urgency to buy right now</li><li class="ql-align-justify">Myth, Misconception, Mistakes</li><li class="ql-align-justify">Myth - you can write about myths people believe and debunk them</li><li class="ql-align-justify">Misconception - You can clear up those misconceptions and replace them with correct views and clear understanding</li><li class="ql-align-justify">Mistakes - you point out where other people are going wrong</li></ul>

he three M’s of content

<ul><li class="ql-align-justify">Give something valuable for free that naturally leads to an additional purchase (you teach somebody something or provide something that automatically creates the need for what you’re selling)</li><li class="ql-align-justify">Tell them what to do, why they should do it, and then sell them/ what they need to do it</li><li class="ql-align-justify">Teach all the steps leading up to what you want them to purchase</li><li class="ql-align-justify">Teach them the manual or hard way to do something, then sell them the tools, or the easy button, to do it for them</li></ul>

4 ways to sell

<ul><li class="ql-align-justify">People buy from a character or a persona more easily then they buy from some unknown company</li><li class="ql-align-justify">Take a stand, to have a position, or an opinion</li><li class="ql-align-justify">Love me, hate me, there’s no money in between</li><li class="ql-align-justify">You need to be consistent in your message, opinion, and what you stand for</li></ul>

Create a persona/ personality

<ul><li class="ql-align-justify">The four-part formula creates a profitable promise</li><li class="ql-align-justify">The hurdle</li><li class="ql-align-justify">The prize</li><li class="ql-align-justify">The timing</li><li class="ql-align-justify">The eliminator</li></ul>

The four-part formula

<ul><li class="ql-align-justify">Understand their obstacle</li><li class="ql-align-justify">The ability to take the action to get the result is what they see holding them back</li><li class="ql-align-justify">The actions are the hurdles</li></ul>

Part 1 - The hurdle

<ul><li class="ql-align-justify">The prize us what they want, is the result they want from taking action in the previous step</li></ul>

Part 2 - The prize

<ul><li class="ql-align-justify">Answer the question “when will I get what I want?”</li><li class="ql-align-justify">How long will it take?</li><li class="ql-align-justify">Reference the time it takes for them to get the prize by taking action themselves, it should be unbelievable but within the realm of possibility</li><li class="ql-align-justify">or saying how long it takes you to teach them how to get the prize</li></ul>

Part 3 - The timing

<ul><li class="ql-align-justify">Eliminate the excuse that holds them back</li><li class="ql-align-justify">Excuses result from past effort, pain, or failure</li><li class="ql-align-justify">Mention “even if you (the excuses), you can still achieve (the result) with my product</li><li class="ql-align-justify">Under no circumstances do you tell them it is their fault for not getting the results they want</li><li class="ql-align-justify">Let them off the hook, as in “it’s not their fault” they don’t have what they want yet</li></ul>

Part 4 - The eliminator

<ul><li class="ql-align-justify">Use the words “by the way” or “p.s” at the end of the email as a teaser</li><li class="ql-align-justify">People will be less defensive</li><li class="ql-align-justify">It goes under their “anti-sale radar”</li><li class="ql-align-justify">First deliver value, then pivot to get a signup, a subscriber, whatever you want to get done with the words “by the way” or “p.s”</li></ul>

Use the stealth close

<ul><li class="ql-align-justify">No one is born knowing how to sell</li><li class="ql-align-justify">Give people clear reasons why they should buy from you</li><li class="ql-align-justify">Target people's emotions</li><li class="ql-align-justify">People buy because of emotions, they justify it with logic afterwards</li><li class="ql-align-justify">Use bullet points always</li><li class="ql-align-justify">Always chase for greater, don't settle with "good enough"</li></ul>

Conclusion

What if you could sell anything to anyone?Nobody is born knowing how to sell. But the truth is, you can learn how to sell more . . . a LOT more . . . when you discover the right words that make people buy. Copywriting is selling. Whether online, offline, in video, direct mail, on Facebook, or from the stage, copywriting is how you put words together that make people click, call, or pull out their wallets and buy from you. Whether you're a coach, author, "funnel hacker", ecommerce seller, or real estate agent, your ability to create sales copy that drives people to buy determines your paycheck, your lifestyle, and your family's future. In the fast-paced, attention-starved, social media driven world of business today, two facts about your ability to create sales messages (copywriting) stand out: Fact #1: Great Copywriting = Incredible lifestyle, plenty of money, and freedom Fact #2: Poor Copywriting = Struggle forever and die poor Putting The Right Words On Paper And Online Is The Single Most Profitable Skill Everyone Can Learn. This book teaches you street-smart copywriting, which means this book teaches you how to get results today. (Because we all need to make more sales today . . . not tomorrow, not next week ) If you've tried to write ads, emails, and sales letters for your business before and failed, this book is for you. If you need to make more sales--no matter what you sell or who you sell it to--this book is for you. Bottom Line: If you want to make a lot more money, have a lot more time off, and enjoy a lot more freedom, this book is for you . . . especially if you're not making as many sales as you want to right now.

Discover the world of business and economics.

economics

Economics

marketingandsales

Marketing & Sales

books

Books

humanresources

Human Resources

Jim Edwards

Copywriting Secrets

Million Dollar Weekend is the perfect book to turn you from wantrepreneur to entrepreneur in forty-eight hours.

<ul><li class="ql-align-justify">Find a problem people are having that you can solve</li><li class="ql-align-justify">Craft an irresistible solution whose million-dollar-plus potential is backed by simple market research</li><li class="ql-align-justify">Spend NO MONEY to quickly validate whether your idea is the real deal (or not) by preselling it before you build it</li></ul>

Three steps of the Million Dollar Weekend Process

<ul><li class="ql-align-justify">Fear of starting</li><li class="ql-align-justify">Fear of asking</li></ul>

2 main fears that hold people back

<ul><li class="ql-align-justify">Ask someone you know for a dollar investment in you and your future business</li><li class="ql-align-justify">Ask one person you respect for a business idea</li><li class="ql-align-justify">Choose your freedom number, an attainable number (money) that you need to enjoy the freedom you want</li></ul>

Start it

There are two mistakes one can make along the road to truth … not going all the way, and not starting.

Customers want solutions, not ideas

<ul><li class="ql-align-justify">Who you are selling to?</li><li class="ql-align-justify">What problem you’re solving?</li><li class="ql-align-justify">Where they are?</li></ul>

Start with 3Ws

<ul><li class="ql-align-justify">Look for something working in one category and bring it to another</li><li class="ql-align-justify">When in doubts, solve your own problems. If you are willing to pay for a solution, it’s likely others are, too</li></ul>

Finding million-dollar ideas

Focus on Zero to $1, get that first dollar, that will create your momentum and build your belief in what you’re working on

<ul><li class="ql-align-justify">The best entrepreneurs are the most dissatisfied. They’re always thinking of how things can be better</li><li class="ql-align-justify">The crucial first step toward entrepreneurship is to study your own happiness and to think of solutions (aka business opportunities) for you to sell</li></ul>

Become a problem seeker

<ul><li class="ql-align-justify">Solve your own problems</li><li class="ql-align-justify">Thing about problems that you have</li><li class="ql-align-justify">Bestsellers are your best friends</li><li class="ql-align-justify">Think about some accessorising ideas for existing bestselling products</li><li class="ql-align-justify">Visit a marketplace</li><li class="ql-align-justify">Find ideas by studying marketplaces where people are trying to spend money. It can be Facebook marketplace, Etsy, or other local/ global marketplaces</li><li class="ql-align-justify">Look at search engines queries</li><li class="ql-align-justify">Find our things that other people also search for online</li></ul>

The idea generators

Step 1: Find $1 Million worth of customerStep 2: Is this a million-dollar opportunities?Step3: The one-minute business model

The one-minute business model

<ul><li class="ql-align-justify">Is the market growing or dying?</li><li class="ql-align-justify">How many potential customers are there?</li></ul>

Step 1: Find $1 Million worth of customer

<ul><li class="ql-align-justify">Find the size of market, cost of your product/ service, and total value</li><li class="ql-align-justify">Size of Market X Cost of Product/ Service = Market opportunity</li><li class="ql-align-justify">See if it’s a million-dollar idea or not</li></ul>

Step 2: Is this a million-dollar opportunities?

<ul><li class="ql-align-justify">Know your target profit (e.g. $1,000,000), profit per unit sold, and total sales needed</li><li class="ql-align-justify">Revenue - Cost = Profit</li><li class="ql-align-justify">Target Profit ÷ Profit per unit sold = Total sales needed</li><li class="ql-align-justify">Ask yourself, if this is going to be a one-off purchase, something customers buyu here and there when they want to consume it, or can you make it a monthly recurring sale?</li><li class="ql-align-justify">It’s always better to be in the reorder business</li></ul>

Step3: The one-minute business model

Average order value: Increase the amount someone purchaseFrequency: Increase how often someone will buy your servicePrice point: Increase or decrease your price point to affect total salesCustomer type: Approach a more Lucrative/ wealthier customer segmentProduct line: Add additional products to make the business more attractive to startAdd-on services: If you’re selling a product like cookies, can you offer a service like setting up birthday parties or cooking at the person’s home?

6 ways for you to reach the goal easier

<ul><li class="ql-align-justify">Pick one business idea</li><li class="ql-align-justify">Make sure it’s a million-dollar opportunity</li><li class="ql-align-justify">Confirm your business idea is profitable</li></ul>

The million-dollar opportunity challenge

<ul><li class="ql-align-justify">Ffind three customers in 48 hours who will give you money for your idea</li><li class="ql-align-justify">You’re allowed only 48 hours</li><li class="ql-align-justify">Collect money upfront</li></ul>

Validate your business idea by getting paid

<ul><li class="ql-align-justify">Direct preselling</li><li class="ql-align-justify">Use marketplaces</li><li class="ql-align-justify">Use landing pages</li></ul>

Three methods to validate any business idea

<ul><li class="ql-align-justify">Use social media to build an audience who will support you for life</li><li class="ql-align-justify">Pick a platform (e.g. Instagram, LinkedIn, Facebook, etc)</li><li class="ql-align-justify">Create content for your core circle</li><li class="ql-align-justify">Send emails with effective copywriting</li><li class="ql-align-justify">Get your first subscribers with a landing page</li></ul>

Make money while you sleep

<ul><li class="ql-align-justify">A checklist that can be used to properly perform something</li><li class="ql-align-justify">Atemplate for determining something (e.g. a business’s profit margin)</li><li class="ql-align-justify">An advanced guide that gives further into the details of a subject</li><li class="ql-align-justify">x ideas to do something</li></ul>

Create and use a lead that magnet gives people an incentive to join your email list

<ul><li class="ql-align-justify">Set a single hyper-focused exact goal</li><li class="ql-align-justify">Create your marketing experiment list</li><li class="ql-align-justify">Double down on what works</li><li class="ql-align-justify">Make your first 100 customers happier</li></ul>

The growth machine

AN INSTANT NEW YORK TIMES BESTSELLER The founder and CEO of AppSumo.com, Noah Kagan, knows how to launch a seven-figure business in a single weekend—and he’s done it seven times. Million Dollar Weekend will show you how. Now is the best time in history for entrepreneurship. More than ever, the world needs new businesses and it’s cheaper than ever to create them. And, let’s be frank: most day jobs suck. People spend too much time doing too much work for too little money—and they know it. They want out. But, if the barriers to starting a business are getting lower and lower, why is it SO HARD TO DO for SO MANY PEOPLE? Why are there so many wantrepreneurs playing at business on social media and so few entrepreneurs actually running them? Ask yourself: <ul><li>Do you want to work for yourself, or start a side-hustle, but it all feels too risky and unpredictable? </li><li>Have you spent time or money on things like websites and logos, but still have no customers? </li><li>Are you brainstorming endlessly and waiting for the perfect idea to strike? </li></ul> All those Frequent Excuses are solvable. The plan is simple—so simple it can be completed in a single weekend, but so powerful that Kagan has used it to build seven businesses now worth more than $1 million: <ul><li>Find your Creator’s Courage to overcome your fear and have fun! </li><li>Use the "Million Dollar Weekend" Process to get customers EXCITED to give you money. </li><li>Automate your business so it can grow while you sleep. </li></ul> By Monday, you’ll have a market-tested, scalable business idea and you’ll be a entrepreneur on the path to seven figures. Million Dollar Weekend is the path to creating your dream life and attaining financial freedom. LFG.

Thou shalt not commit logical fallacies

Copywriting Secrets

Million Dollar Weekend

Metcalfe, J. & Mischel, W. (1999). A Hot/Cool-System Analysis of Delay of Gratification: Dynamics of Willpower, Psychological Review, vol.106, no. 1

Instant Gratification: Definition, Examples, and How To Help

Powell, B. c. (2013). Dilemmas in Entrepreneurship Pedagogy, Journal of Entrepreneurship Education, vol. 16, pp.99–112

Dreborg, K.H. (1996) ‘Essence of backcasting’, Futures, 28(9), pp. 813–828.

Aki Lau