DAILY LESSONS

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Disclaimer: The information contained herein is general in nature and for informative purposes only. It is based on the author’s personal experience. The author assumes no responsibility whatsoever, under any circumstances, for any actions taken as a result of the information contained herein. Copyright © 2017. BAAB Writing and Marketing Services LLC. All Rights Reserved. No part of this document may be reproduced or shared without express, written consent from the author.

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Contents DAY 1 – WRITE WITH EMOTION .............................................................................. 4

DAY 2 – EDUTAIN THE MESS OUTTA FOLKS ....................................................... 6

DAY 3 – RELATE TO THE RIGHT PEOPLE ............................................................. 8

DAY 4 – KILL IT IN SALES (AND SERVICE) ......................................................... 11

DAY 5 – SENTENCE-SLINGING SOIREE ................................................................ 13

MEET YOUR MILLION-DOLLAR WORD STYLIST ............................................ 14

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DAY 1 – WRITE WITH EMOTION

Whaddup ... The 5-Day W.E.R.K. Ethics Challenge starts NOW!

Day 1: WRITE with emotion

Let me start with a statement you’ll need to remember for the rest of your biz journey:

Using emotion in your writing is the KEY to persuading people to take action.

You see, emotional appeal is why we desire things, and it’s why we take action to get the things we want. “Desire” is an undeniably emotional impulse. Now, the trick to writing with emotion is slinging sentences that trigger the right emotion in your readers.

What you don’t want to do is “boo hoo” all over every page of your website. Instead, you want to write with confidence and assure your reader you can deliver a product/service that fulfills their desire.

Now, we’ll talk more about this today during the live broadcast (or video if you catch me on Facebook), but before I end this email, I want you to know this:

Saving money or getting free stuff is NOT everybody’s primary trigger. You see, people desire the lifestyle that comes along investing their time and money in you.

So, what does this mean for your business?

FREE ain't always the answer. This means, whatever service you provide, think on the other side of that service to what your people really want. For example, I sling sentences. Well, people don’t hire me to write for them, they hire me to write sentences that make them money so they can have a profitable business.

Therefore, even if I offered a FREE website makeover, the trigger isn't FREE. The trigger would be the idea of having a website filled with words that pierce the hearts of their browsers and propels them to take action. Folks who see the value in that, will race to sign up. Make sense?

WIN Assignment #1: Flex your emotional muscles

Alright, so now you know the importance of writing with emotion. But the question is, “How in the heck do you know how to appeal to your reader’s emotional triggers?"

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After all, we all have strong emotions about a variety of things. So, the trick to figuring out your audience’s emotional triggers is getting to know everything you can about your target market.

Talk to them. See what your audience shares on Instagram and Facebook. Check out what they pin on Pinterest. You see, the better you know your peeps, the more likely you are to appeal to their emotions.

NEXT STEPS: For today’s assignment, I want you to write down your market’s top 3 desires. What makes them want your products/services? Be sure to share your response on today’s post in the group by completing this statement:

Hi, I am a __________ and my market’s top 3 desires are __________.

Having trouble articulating your buyer emotions in writing? This article will be a HUGE help for you: http://baab.biz/101-magic-words-guaranteed-to-inst...

That’s it, Day 1 is in the history books, and your first step to slinging money-making sentences is COMPLETE. Be sure to watch the video for the inside scoop on why writing with emotion is one of the most critical business skills you can ever have!

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DAY 2 – EDUTAIN THE MESS OUTTA FOLKS

Sooo, yesterday you identified your target audience’s top 3 desires and I delivered feedback asking some of you take the next step in outlining your audience’s emotions.

Why did I do that?

You see, as mentioned yesterday, buying is an emotional decision, so if you want folks to buy, you need to which emotions they’re experiencing when they reach you so you can speak to those in your writing.

Edutain the Mess Outta Folks

Alright, let’s rock and roll with today’s topic of “edutaining the mess outta folks!” Now, the Free Dictionary defines “edutainment” as the presentation of informative or educational material in an entertaining style. And that’s exactly what you gotta do when you want to propel folks to whip out their credit cards and smack the buy button.

Here’s the thing:

If you deliver your offer in a boring way, your audience will be bored. However, if you’re amped up and excited about serving people with your incredible offer, they’ll feed into that and they’ll be excited too.

Now, I already know what you’re asking, “Apryl, I’m not a bubbly, over-the-top person – so how do I edutain people?”

Glad you asked.

You see, edutainment is not about being bubbly and over-the-top, it’s about being all of YOU. For example, some of you have called me “bubbly” when you see me on video or livestream. But I’m not acting. I get up singing songs and rapping good morning to my son. I get overly excited about things that happen in my life when the cameras are off. And, I write as if I’m sitting on the couch talking to you.

So when you see me, I’m being me. And to edutain your peeps, you gotta be you. And the easiest way to do that is through storytelling. Why? Because good stories draw people in and move people to action.

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Copywriters use stories all the time because they’re a powerful way to sell. They can influence sympathy and encourage donations. They can cause a revolution or protest. They can provoke a response. And most importantly for you, they can sell.

The bottom line is this: storytelling works. But sometimes it doesn’t.

You see, you can deliver the most heart-wrenching tale that hooks readers and swirls them around in a flurry of emotions and makes them experience all their feelings until they’re left gasping for air, pleading and begging for more by the time they devour the last word on the page.

But if you haven’t used the right storytelling techniques, folks won’t do what you want them to do. They got a damned good story. You got an intrigued audience. Yet, you ain’t get a single PayPal notification. Just people saying, “Yesss, that was an incredible story.”

And that right there, love, is when storytelling doesn’t work.

But all is NOT lost! Watch the video to hear me reveal 4 steps to delivering stories that sell. I’ll also take you into my story arsenal and pull out a few story format examples that WERK.

WERK IT NOW

Let’s get to today’s WERK IT NOW task:

Go back and look at your audience’s top desires and write down a list of core emotions your target audience is experiencing when they reach you, if you haven’t already done so from the feedback I gave yesterday.

From there, watch me LIVE or catch the video on Facebook this afternoon, and comment on today’s post with the name of at least ONE of the story formats you can use to sell your products/services. No worries if you’ve never used stories to sell, I’m going to share some tips later today that’ll empower you sling stories that propel folks to smack the buy button.

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DAY 3 – RELATE TO THE RIGHT PEOPLE

Whaddup!

OMGeeee, can you believe you’re already 60% through the W.E.R.K. Ethics Challenge? You have been doing an incredible job with your daily WERK IT NOW tasks. I see you “werking” it! #HighFivesAndFistBumps

Over the past couple of days, you’ve identified your target audience’s core desires and emotions and selected a story format you can use that taps into those desires and emotions, so you persuade people to take action.

Alright, let’s get it poppin’ with today’s topic of “relating to the right people.” Now, before you can choose the right words, you gotta make sure you’re talking to the right folks. While we won’t cover client personas in this challenge, I still got your back.

If you haven’t yet crafted your ideal client persona, you can learn more about doing that inside my book, Shots Fired! How to Write Copy That Pierces Hearts (And Opens Wallets). In the very first chapter, I reveal how to make sure you’re not attempting to sell your products and services to “erry’body.”

Alright, let’s get to these words …

The one thing I want you to remember about writing to make money is this:

Every word counts.

What this means is, every single word you add to your website, landing page, sales page or other writing has the power to make or break the transaction. Now, I’m not saying this to make you stress over every freakin’ word.

But I do want you to know copywriting is about much more than slapping some words on the page that sound great to YOU. You see, the words you use gotta sound great to your audience.

Unfortunately, this is where a lot of solo entrepreneurs go wrong. They take what they learned in English class and corporate America and turn it into their new website copy. The only problem is, they’re not running multibillion-dollar companies.

And their prospects certainly aren’t going to smack the buy button after reading a page packed with dull, impersonal, emotionless sentences strung together to flow

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more like an essay than a heart-piercing collection of words collaborating to persuade the reader to bust open their purses (or wallets).

So how do you choose words that relate to the RIGHT people?

The Process

Here are TWO of my top five ways to do it:

1. Use your peeps’ words

Have you ever ran out and invested in a product or service because your bestie told you it was “high quality” or “cutting-edge”? Nope.

This is why you need to cut marketing gobbledygook and write words your audience uses.

You see, according to Kellogg Marketing Faculty at Northwestern University, buyers seek comfort and self-expression in the products and services they support (you know, that emotional stuff we’ve been talking about for the past 2 days).

By using the words your peeps use, you can essentially shortcut the writing process and help folks self-identify.

Here are a few ways to do that:

1. Go through your customer testimonials, book reviews on Amazon or reviews for similar products. 2. Copy memorable, emotionally charged phrases. 3. Add them to your product or service pages.

The key is to sound like your buyers, not a marketing agency.

2. Use precise words

Businesses slap us upside the forehead with generic marketing claims every single day, which makes us skeptical, especially when shopping online. Sharing specific details about problems your product or services solve and the benefits of investing adds credibility to your copy.

For example, if your claim to fame is the number of folks you’ve coached, writing “360 entrepreneurs have turned to me …” is way more believable than “many entrepreneurs turn to me.” You see, you dilute the message when you flood it with imprecise words.

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I have 3 more critical ways to choose words that relate to the right people, but I don’t wanna bog down this lesson. Sooo, you’ll have to watch the video for the rest of the list.

Your WERK IT NOW Task

Let’s get to today’s WIN task:

A poet has a sea of time to tweak a line or two. To find a more heart-wrenching metaphor. To replace a lazy word with one that WERKS. But you, busy business owner, you ain’t got that kind of time. You need to glue your eyes to the content that’s most important – your website and sales pages.

So today, I want you to:

1. Copy and paste the text on your website home page into a Word document. Don’t have a home page, yet? Copy and paste the words on your landing page or any other description you use to promote your business. 2. Tune in LIVE today to hear me highlight words that kill sales. 3. Go back to your copy and highlight any of the sale-killing words or phrases (or similar words or phrases) you’ve used. 4. Post up to 5 of those words or phrases on the Day 3 post in the Facebook Group. 5. Now, if you haven’t used any of the sale-stabbing words or phrases I share today, type “I’m a rockstar” in the comments. (I see you, boo!)

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DAY 4 – KILL IT IN SALES (AND SERVICE)

Happy Thursday, BOSS!

Today, we're talking about killin’ it in sales. As in pumping up your PayPal. As in racking up the coins. And as in making your bank account smile. Yep … that good kinda “killin’ it!”

Alright, let's get down to bid'niz ...

One of the biggest mistakes I see entrepreneurs make when crafting business content – emails, website copy, sales messages and so on – is attempting to battle with the bullying “blank page” and his sidekick, the “annoying blinking cursor” in one tormenting date with your computer.

By doing so, you’re making your brain work way harder than it should. You see, the easiest thing to do when crafting a sales message is to follow a process. This way, you tackle each piece of the process and end with a persuasive page of copy that propels folks to do what you want them to do.

The Easy Breezy Planning Process

Here’s a quick rundown of my easy breezy planning process:

1. Uncover your ultimate goal:What do you want people to do on the page? For example, do you want them to download your eBook? How about register for your FREE challenge? Or maybe, you want folks to smack the buy button? Now, you’ll need to do this for every page of copy you write.

2. Outline your audience’s desires:Jot down about 3 core desires as they relate to your specific offering just like we did on Day 1 of this Challenge.

3. Anticipate your audience’s emotions:Write down the emotions your audience is feeling by the time they reach you (as it relates to the particular offering/action you want the audience to take on the page of copy). We did this on Day 2 of this Challenge.

4. Choose a format:Here, you’ll select a story format or other page template that best delivers the benefits and necessary details to persuade your readers to do what you want them to do. We did this on Day 3 of this Challenge.

For Step #4, I want you to know this:

Copywriters do NOT battle with the blank page (or it’s annoying sidekick).

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You see, while we write fresh copy for every client, we use formats/templates to make the task a whole lot easier. For example, I have a Sales Page Map that outlines all the critical areas of a sales page so when I sit down to write one for myself or my clients, I approach each SECTION of the task, rather than just randomly putting words on the page.

I do the same thing for website writing. I have the About Page Anecdote, the Homepage Holla and other website templates that allow me and my clients to flood our sites with spine-tingling sentences in half the time.

I‘ll share more on these tantalizing templates later. For now, let’s dig into today’s WERK IT NOW (WIN) task …

Your Day FOUR WIN Task

You’ve been killing it! So today, all I want you to do is drop in the Facebook Group and share how you feel about the W.E.R.K. Ethics Challenge so far.

Are you learning valuable tips? Are you overwhelmed? Are you ready to rock and roll and rake in some leads and clients?

Drop us a note on the DAY FOUR post and spill the tea.

Watch today's video. Inside, I reveal a few of MY sales stories so you can get a whiff of the formats we talked about this week in all of their glory.

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DAY 5 – SENTENCE-SLINGING SOIREE

Yesssss, honey!

High fives and fist bumps to you. You made it to the last day of the Challenge! And after today, you'll have (just about) everything to flood these Internet streets with sentences that make you money. #BOOM

Now, before we get into today’s lesson, let’s do a quick recap.

Soooo, you now know how to write with emotion. You now understand how to “edutain” the mess outta folks (even if you’re not about that bubbly life). You now know exactly how to choose words that relate to the RIGHT people.

And with all of that in motion, you now have the framework for killing it in sales.

Now, yesterday I told about the importance of using ready-made formats/templates to slash your writing time and win the battle with the blank page. And because I’m all about practicing what I teach, I'm giving you a template so you can experience the power of that "copy-tweak-go" life.

Why a template? Because like I told you yesterday, copywriters use formats/templates so we don't have to battle with the blank page.

To avoid cluttering up this email, watch the video to get the template.

Your FINAL WERK IT NOW (WIN) Task

Drop a link to your website on today's post inside the Facebook Group. I'll pick 1 or 2 websites for a LIVE review during my Periscope broadcast.

WARNING: Today is the LAST official day of the Challenge *insert tears streaming down my face*. Soooo, you do NOT want to miss today’s broadcast because I’ll have incredible goodies for you. PLUS, two lucky Challenge participants will get my eyeballs on their website LIVE.

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MEET YOUR MILLION-DOLLAR WORD STYLIST

Apryl Beverly, the “Million-Dollar Word Stylist” and founder of BAAB Writing and Marketing Services, crafts copy that has generated millions in revenue for solo entrepreneurs and some of the top brands in the United States.

Known for her educated, “tell-it-like-it-is” writing style, she recently hit the Amazon Top 5 Best Seller’s List in 3 categories just 24 hours after releasing her first book, “Shots Fired! How to Write Copy that Pierces Hearts (And Opens Wallets).”

Her recent book, F.A.S.T. Money! shot to the No. 1 spot on the Amazon Best Seller’s List 24 hours BEFORE the book’s official release!

In addition to being a sentence slinger, Apryl is a mom to the most amazing kid in the universe and is married to the masterful “money man.”

Learn more about Apryl at baab.biz and download her first bestselling book at shotsfired.co. You can grab your copy of F.A.S.T. Money! here.